Super Bowl LVIII delivered another spectacle of creativity, celebrity endorsements, and brand messaging as advertisers vied for viewers’ attention during one of the most-watched television events of the year. Co-chief Creative Officers Pat and Jon Laughlin from Laughlin Constable shared their game-time perspectives on the standout commercials and missed opportunities during the big game.
Pat’s Insights
Pat’s initial reaction reflected a common sentiment among viewers—confusion about whether the commercials were promoting celebrities or brands. “Wait, who are these ads for again? Celebrities or brands?” Despite this, several ads stood out for their effective use of star power and emotional resonance.
Pat was feeling Dunkin’ Donuts for its star-studded spot, which seamlessly integrated celebrities with the brand’s identity. The Google Pixel ad was lauded for its emotional depth and partnership with a visually impaired filmmaker, resonating with audiences on a personal level. “Really fun spot, glad I didn’t see it before the Super Bowl. Good use of celebs. Tied to roots of the brand plus a ton of star power.”
He also admired the Google Pixel ad, “GREAT – emotional, interesting, benefit driven and partnered with a vision impaired filmmaker.”
Pat’s favorites of the night included Dunkin’ Donuts, Reese’s, and CeraVe. Reese’s notable for standing out without relying on a celebrity endorsement, while Dunkin’ effectively utilized celebrities in a way that aligned with the brand’s image. CeraVe’s campaign extended beyond the Super Bowl spot with a TikTok campaign featuring Michael Cera, showcasing innovative marketing beyond traditional channels.
However, some ads fell short of expectations. Temu’s repetitive ad airing three times in a row was deemed a miss, while Beyoncé’s surprise announcement in a Verizon ad was seen as a strategic win for the superstar. “I don’t get what Temu is doing spending all that money on the same ad 3 times in a row.”
Jon’s Highlights:
Jon identified Etsy’s memorable ad featuring a joyous mime popping out with a cheese board as a standout moment. CeraVe’s effective use of Michael Cera as a pitchman was another unexpected success, capturing attention with humor and celebrity endorsement.
BMW’s clever utilization of Christopher Walken left a lasting impression, sparking widespread imitation of Walken’s distinctive voice. State Farm’s Arnold ad, aired immediately after BMW’s spot, provided an interesting contrast in its approach to celebrity endorsements. “I enjoyed BMW. Really great use of Walken. All of America was doing a Walken impression after that ad aired. What was really interesting was right after that, the State Farm Arnold ad ran. Two ads – both kind of making fun of a celebs’ voices running back to back.”
However, Jon noted a miss with TurboTax’s celebrity service call chats, which failed to capitalize on the brand’s previous successes in Super Bowl advertising. “TurboTax has had some really fun Super Bowl ads the last few years. But now they are using a celebrity to have service call chats with a customer and a big QR code on screen. Seemed like a major waste. “
Super Bowl LVIII showcased a diverse range of advertisements, from emotionally resonant storytelling to clever celebrity integrations. Brands that effectively aligned star power with their messaging and engaged audiences on a personal level stood out amidst the commercial clutter.
As advertisers continue to innovate and experiment, the Super Bowl remains a premier platform for creativity, brand building, and cultural impact.
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