What really makes the ad work is how much Cyrus commits to her role and the song, shamelessly belting out T-Mobile talking points (faster speeds nationwide!) as if this were one of her actual love songs. As he floats over farmland, an outdoor wedding and downtown San Francisco in a hot-air balloon (um, why? But when it comes to the Super Bowl commercials, it's the type of star power mixed with wild twists and concepts that have become expected and what makes the advertising spectacle such a treat. Despite those considerable hurdles, Cue and its agency managed to pull off a commercial that informs and gently entertains by normalizing a newfangled device that reminds us of a pandemic wed rather forget. For its 2022 super bowl ad, General Motors called on Austin Powers legend Mike Myers who reprised his iconic role of Dr. More from Ad Age: Super Bowl ads show limited diversity and inclusion progress, Avocados From Mexicos Big Game spot is pure fun and silliness, packed with the snappy one-liners weve come to expect from the brand. So we were excited for this commercial, until we realized we were blinded by nostalgia. After a brief exchange about hype and being ready (in regard to his NBA career),2022 LeBron tells 2003 LeBron, I cant tell you everythingwhich is profoundly disappointing, because this is an ad for a cryptocurrency exchange. Young LeBron declares that the future is crunk!which amuses present-day LeBron and prompts him to ask, Anything else you wanna know?. The buttoned-up, nerdy dad from Schitts Creek not only relishes zipping through an urban landscape (briefly encountering his bewildered TV wife, Catherine OHara, along the way), he gets caught up in a high-speed chase that Danai Gurira and Dave Bautista join for some reason. In voiceover, we briefly hear from people of color who testify, in personal terms, to that fact as we see photos of them that look improperly exposed. The beauty of this spot isnt the sight gag of people heartily digging into dishwashing detergent, diapers and kitty litter, but the spot-on casting. Budweiser should sign him for its next Clydesdale commercial. This spot doesnt accomplish muchbeyond reinforcing the Caesars brand name with some high-priced continuing characters, and mentioning that the Caesars Sportsbook app offers live in-game betting. More from Ad Age: Seth Rogen and Paul Rudd relive wild tales in Lays Super Bowl commercial, In Crypto.coms Big Game spot, LeBron James travels back in time to 2003 to talk to a younger version of himself. Putting the baby in this commercial is rather like featuring Alexander Graham Bell in a spot for iPhone 13. If youre not already familiar with these characters, well, good luck making sense of this commercialwhich is a roundabout means for GM to promote its ambition to go all-electric (and, apparently, take over the world). Including the perennial punching bag of the tabloids, Lindsay Lohan. More from Ad Age: The Super Bowl has gone to the (robot) dogs with Kia and Sam Adams both plugging electric pooches. In a one minute and 30-second ad for the Amazon Alexa, celebrity couple Scarlett Johansson and Colin Jost imagine a life if their Echo devices could read their minds. Cue, voiced by Wonder Woman actress Gal Gadot, introduces herself as a smart home testing lab here to protect the family. When Andy tests negative, the Roomba and the others are relieved. She joined Ad Age in 1985 as editorial assistant, along the way fielding pretty much every position on the masthead, including reporter, Chicago bureau chief, New York bureau chief, features editor, executive editor and managing editor-international. Or sooner, if you can find the remote fast enough. . Top 5 Super Bowl Commercials of 2022 FTX Cryptocurrency Exchange. The original premise was that E-Trade made online investing so easy a baby could do it, but now digital trading is part of our everyday lives. Add in a marching band soundtrack that starts and stops arbitrarily and you may start to feel like youre losing your damn mind. His toilette perfected, our fully exfoliated protagonist stands before a door, which mystically melts away, and he strides into what appears to be a bar. Hologic. Turkish Airlines, of course. Until now. Now, in 2022, you need $6.5 million to air a 30-second spot: the most expensive average cost for a Super Bowl commercial in NFL history. Two decades ago, in the first Super Bowl after 9/11, ads focused on themes of national pride and togetherness. The message is clear and smartly delivered: This is not your fathers Chevrolet. Fortunately, though, Kendrick regains her bearings and ends up reassuring all the kids: Dont worry, Barbie has a Verified Approval that shows that her finances are backed by Rocket Mortgage! And of course the losing bidders are all able to find their own perfect homes with a little help from Rocket Homes. Or both? FTX's spot starred Larry David. Kudos to Planet Fitness for featuring someone actually relevant to the product. Or maybe its the high-mindedness (In the home of the brave, down never means out), which, however well-intentioned, just doesnt land right given the lingering division in this country. And thats a big gamble given that the Super Bowl reaches 90 million souls, the broadest possible swath of TV-viewing humanity. Use it. 1933 Philadelphia football super bowl tshirt | philly football eagles simple tee 22city-002. More from Ad Age: The social media power of Super Bowl commercial celebrities. Flamin' Hot gets is own spot with Cheetos and Cool Ranch in this tortilla chips company's commercial. Activate your account. And while there is indeed no voice over (nor hyphens, nor copy editors, apparently), there is an electronic-music soundtrack with a rapidly escalating, get-the-party-started beat thats straight out of the aural playbook of superstar DJs. Touchdown achieved as mom and dad enter the room to see their house destroyed. Creative Agency Have questions about this ad or our catalog? (So, yeah, its a TV commercial about word-of-mouth marketing, basically.) However jokingly delivered, the Im-a-celebrity elitism doesnt quite resonate for Hart, who has scads of everyman appeal. Budweiser. This spot has all the ingredients for a Big Game ad: great music, engaging animals and the substantial star power of Megan Thee Stallion and Charlie Puth. More from Ad Age: See Vrooms new Super Bowl commercial about buying cars from consumers. Its a nice ideashowing people getting ready to go back out in the world as they croon the Willie Nelson classic. Just imagine the agency pitching its Hellmanns client: Were going to get a football player named Mayo to literally tackle people who are wasting food. Its amazing this spot ever got producedbut are we glad it did. Watch NFL NBA Soccer NASCAR Motors Golf Cycling Horses MLB Oly NHL On Her Turf NCAA BK NCAA FB AA Bowl USFL Podcasts Dog Show Skating Rugby Tennis MORE. Not to mention celebrity pairings both expected (Seth Rogen and Paul Rudd for Lays, Scarlett Johansson and Colin Jost for Amazon Alexa) and unexpected (Arnold Schwarzenegger and Salma Hayek Pinault for BMW). (Hey, it doesnt actually taste like a real cocktail, but at least you dont have to strain yourself with a shaker.) The critters themselves are adorable and appealing hey, who doesnt love a sloth?and the use of Salt-N-Pepas Push It is entertaining. Not so hot. Super Bowl trends have always mirrored the cultural mood. (Plus, gotta move sounds like a call to action that just might inspire TikTok choreographers in search of the freshest retro sound.). Amid the high-wattage and high-priced celebrities in this years Super Bowl ads, Kia manages to shine with a $299 robot dog. (Miley Cyrus makes a cameo appearance at the end as a teaser for the other ad in this series; see below. Schwarzenegger and Pinault are lowkey great here, and the production grace notesthe costumes, a (CGI) mini-winged pet Pegasus named Peggy, the use of Eddy Grants Electric Avenue as the closing soundtrackare terrific too. But Gillette, this is the Super Bowl. And then there's the classics. This was an advert by the Doritos where they were advertising how their chips are flaming hot. The Kellogg School Super Bowl Advertising Review, an annual ranking from Northwestern University's business school, reported shortly after the game on Sunday that Reddit's commercial was among . More from Ad Age: Meta's Super Bowl commercial depicts old brand's new life in the metaverse, Even more from Ad Age: Inside Metas Super Bowl commercial for the metaverse, Dolly Parton stars in this T-Mobile Super Bowl spot that initially seems like its for some sort of noble cause-marketing initiative. What happened? asks mom. We suppose its a necessary message given that many Americans avoided regular medical screenings during the pandemic. Cue a montage of flashback scenes that get darkly funny fasta hospitable kidnapper and a zombie ghost lady feature prominentlyand of course always include a bag of Lays as a sight gag. Speaking of identity crises, this ad has no idea what the hell it wants to be. Submissions should come only from actors, their parent/legal guardian or casting agency. Peering at us through the fisheye lens of the peephole is none other than Jim Carrey, who sings out Cable guy! Were instantly transported back to 1996, when comedy classic The Cable Guy nailed our feelings about the actual cable guy, who never showed up on time and was always trying to lock us into long-term contracts. All that said, the commercial is cute, showing a business suitclad team descending from a helicopter to convince our hero to abandon his off-the-grid existence and save the investing public. The premise is The Cat in the Hat meets Toy Story, and, yes, the spot is fun. When expanded it provides a list of search options that will switch the search inputs to match the current selection. Either its in-your-face artiness/edginess works for you, or it doesnt. The Pepsi Super Bowl Halftime Show lineup features legendary MCs, and your commercial samples Salt-N-Pepa, two more legendary MCs. Inexplicably, former Jets quarterback Joe Namath gets not one but two cameos, leaving us pondering how a 78-year-old retired athlete who does direct-response spots for Medicare personifies risk (maybe its the nail-biting choice of Part A or Part B?). 0:30. February 11, 2022, 10:51AM 10 of 25 Dr. Inspired by a real-life dilemma experienced by 43% of Pringles aficionados, we see our hero at a party doggedly trying to dig out the last Pringle from the can, which promptly gets stuck on his arm. est. Says McGregor: I doubt that any one of us will look back at our lives and think I wish Id bought an even thinner TV, found a lighter light beer or had an even smarter smartphone. Do you think any of us will look back on our lives and regret the things we didnt buyand as he opens a stage door and steps out onto a sun-drenched beachor the places we didnt go? Bravo, Expedia. But all that said, this spot really stresses us out. Set with the Hollywood sign as a backdrop on this year's big game, much of the anticipation and expectations were for the Super Bowl 56 commercials to follow in the entertainment footsteps associated with the city. This spot for its electric EV6 hits all the right notesdrama, suspense and a surprise payoffthanks to its soaring soundtrack (Bonnie Tylers Total Eclipse of the Heart) and anthropomorphic animation. More from Ad Age: Kids banking app enters the Super BowlBehind Greenlights plans as the industry expands. Plenty of brands threw their high-priced hats into the ring. Grace Kay. Some cast members of the "Austin Powers" franchise reunited to save the world by taking over General Motors and giving the automotive manufacturing company an all-electric, zero-emissions future. Is this a loving tribute to Apples epochal The Crazy Ones or a sly parody? OK, so maybe it was the Celebrity Bowl more than anything else. (like interest-based ads), we may share your data with our marketing and advertising . Its no fault of Elbas, but the gag goes cold pretty fast even as it builds toward his bleeped admission at the end of the commercial that the brand is kind of shit at naming. Overall, there were 64 ads in the competition's national lineup. Yep, this thrillingly trippy art project is, go figure, nothing more than a commercial for a lighter-than-light beer. But you can make a difference, she addsby switching to T-Mobile, of course. This button displays the currently selected search type. What makes this ad so impeccable isnt simply the idea or the casting, but its attention to the tiniest detailsthe race takes place on Jones Pass, all the license plates read #1JONES, and its set to Its Not Unusual, sung by none other than Tom Jones. A financially savvy baby. This is one hell of a dinner party: Julius Caesar (JB Smoove) and Cleopatra (Halle Berry) are entertaining the first family of football (Eli, Payton, Archie and Cooper Manning). Historically, camera technology hasnt accurately represented darker skin tones, Google states in an on-screen message at the start of its Big Game ad for the Pixel 6. Check out a complete year-by-year list of the cost to advertise at the Super Bowl. If youre a Scrubs fan, maybe thats enough? The sight of linebacker-turned-coach Jerod Mayo mercilessly body-slamming unsuspecting food-wastersincluding a mom on a crutch and an innocent grandmafor failing to think creatively about leftovers is an absolute scream, and for our money beats Reeboks Terry Tate, Office Linebacker. Mayo, despite being chosen for his name, delivers his lines perfectly (and may just have created a new pop-culture catchphrase: Make a frittata!). Maybe it had Willie Nelson on retainer and had to find a use for him. ), the execution of this ad just doesnt work. Which leaves everyone happyexcept us, to be honest, because we were secretly rooting for House Flipper Skipper (Lets tear it to the studs!) to win the Dreamhouse bidding war. Super Bowl Ads 2022: Doritos, Anheuser-Busch, Pepsi and More Home Advertising Super Bowl 2022: Advertising experts break down what to expect this year from commercials like Avocados. Or maybe it was the EV Bowl! This commercial seems wildly out of place amid a game-day slate packed with laughs, but Hologic does score on two fronts: First, its found a mass audience for a relatively unknown brand, and second, its reaching women, who compose a big chunk of the Super Bowl audience. Marketers still, of course, had to grapple with plenty of pandemic restrictions and uncertainty as they produced this years crop of Big Game ads, but it seems as if pretty much everyone just collectively decided to go with the flow and not let the recurring darkness of real life intrude on the commercial entertainment. Youre gonna start a bidding war! Yes, this is not only a case of Rocket Mortgage/Rocket Homes imitating a Barbie commercial, but art imitating life. Anyway, the spot peters out with Crypto.coms recurring Fortune favors the brave taglinewhich somehow failed to distract us from imagining Young LeBron as an eerily prescient cryptocurrency trillionaire. Theres insistent banging on the apartment door. Whoah, what is that? asks the security camera. A deer and bear also find themselves hooked after tentative first bites, their collective hisses, snorts and coughs inspiring a nearby fox (voiced by Charlie Puth) to get a beat going. - Maybe its that the story seems rushed, giving us too little time to empathize with the yellow Labs compassion for his wounded friend. Here are the best (and worst) 2022 Super Bowl commercials: BEST: Silverado "Sopranos" "The Sopranos" opening credits get a makeover with Chevy's new electric Silverado and an emotional. The good news is that with all the money Coinbase saved on commercial production costs and server redundancy, theyll hopefully have enough money to pony up all the digital loot. B-to-b software giant Salesforce teamed up with the actor-slash-adman to create the spot in support of its new #TeamEarth cause-marketing initiative, which, per its stated goals, aims to inspire businesses and individuals to help build a more fair, equal and sustainable future. But instead of saying that, McConaughey starts by dismissing the idea of space as the new frontier with a Larry Davidesque ehhh, and then declares that Its not time to escape, its time to engage (because folksy astronauts always use marketing-speak like engage, right?). When her physician comes in and tells her everything is OK, Blige is palpably relieved. As the strings in the soundtrack slowly mount to a crescendo, Freeman continues: Today, there is still a force connecting those divided by distance, reversing millions of years of rifting. The series is expected to premiere on Sept. 2. Groovy baby. The sloth unlikes the trailer and reaches out to knock her name off the. And weirdly, there is some comfort in thatfor both the viewer and the company, which must be seeing some success from a formula for which it continues to shell out millions of dollars. Even funnyman Ty Burell cant save this commercial for Greenlight, a banking app and debit card aimed at teaching kids about saving. In Crypto.coms ad, Lakers star LeBron James meets his younger self for a pep talk. More from Ad Age: Watch Hellmanns new linebacker sack food wasters in Super Bowl commercial. YouTube. Its a dopey conceit for an adand a confusing one, given that its running amidst other spots for apps that involve actual (online) betting. Theres always that. Koepka: Zero? As she tries to step inside her own, a sloth's hand emerges from her trailer door and removes her name tag. Bud Light Seltzer Hard Soda imagines a nightmarish, dystopian alternate universe populated by Guy Fieri clones and wannabesand ruled by Fieri himself. But neither performer is actually shown, despite the fact that they presumably dont come cheap. More from Ad Age: Its the Super Bowl of first-party data as brands sharpen personalization with Big Game buys. But this dtente doesnt come easy: The Barbarian couple is at first resentful; the husband taunts fans of the opposing team that he and his family rode three months in an oxcart to see his team destroy the Romans. Some highlights include an Austin Powers reunion, a Lindsay Lohan comeback and an Amazon Echo that reads the minds of celebrity couple Scarlett Johansson and Colin Jost. February 14, 2022. As he spies a pile of invoices, the barkeep looks over to the establishments stage, where a customer performing karaoke murders the same tune. This spot executes its strategyto show that the brand brings you more than just foodin flawless fashion. It dramatizes the story of brothers Robin and Brian McKeever, cross-country skiers from Calgary, Canada, who persevered in training together even after Brian began to lose his eyesight as a teenager. While many look forward to Super Bowl Sunday because they enjoy football or love watching the halftime show, there is a whole other subset of the American population that tunes in just to check out the new commercials.. During Sunday's game, one of the ads that created the most buzz was a one-minute spot for Flamin' Hot Doritos and Flamin' Hot Cheetos. From an Uber Eats ad starring Gwyneth Paltrow to a . But this is a case of the brand overpromising with its teaser ads, which show the actual artists bewildered by orange-dusted animal footprints in their trailers. But Waddingham does her best to redeem the narrative, comedically chewing the scenery here alongside her fancy hairless cat. Its only when we see her later, vulnerable and scared, in the doctors office that we realize she is waiting for a medical test result. We begin with Tommy Lee stopped on a deserted road. But, hey, its still boring. If it does, half the fun is in trying to pin down the likely aesthetic influenceswere thinking HBOs Euphoria, Lil Nas X music videos, early Black Mirror and various Adidas campaigns, for starters while pondering the choice of soundtrack: Gotta Move, Barbra Streisands galloping ode to restlessness and individualism from her 1966 (!) The ad did well on its own account, winning the #4 best commercial of the game, according to the USA Today Ad Meter poll. No, wait, it was the Health-and-Wellness Bowl! Given how moving the story (portrayed by young actors) is, its easy to discount the craft on displaythe artful cinematography, the expert editing, the propulsive violin soundtrack. The absurd charitable appeal here is more clear if youve also seen Partons spot, but just in case, some on-screen messagesVERIZON PHONES NEED YOUR HELP and A&T PHONES NEED YOUR HELPpop-up to drive home the point that phones that are not on T-Mobiles network need to be rescued from their inferior 5G service. Its Rashida Jones. Dave Quinn. It doesn't take long before a full wildlife remix of Salt-N-Pepa's "Push It" takes off with water buffalo on bass and a bird (voiced by Megan Thee Stallion) singing the "ooh, baby baby" hook from the mouth of a crocodile. The spot borrows from the look, feel and sound of direct-marketing charitable appeals, right down to the Do it for the phones tagline Parton delivers near the end. Coinbase's ad featured a QRcode bouncing from corner to corner of the TV screen. Plus, interleaved with the anti-ad sentiments are not-so-subtle disses of the competition, including No dieselgate (a reference to the VW emissions scandal of 2015) and No conquering Mars (take that, Elon!