The Super Bowl is by far the biggest advertising event in the marketing calendar, with the world’s leading brands often leading the pack.

This year, brands spent an average of $7 million for a 30-second advertising spot at the event, according to Statista.

But was it worth it? And did the brand messages hit the spot? The Farmer’s Dog (main pic) ad was one of the cutest, tear jerky ones, but what did you think?

We asked leaders from some of the UK’s top adland leaders for their take on the Super Bowl ads…

Adam Bullock, Co-Founder & Director of Contented

“The Super Bowl hype beast rolled back into town with the Kansas City Chiefs beating the Philadelphia Eagles in a tight hard fought game.

“A year after Crypto brands dominated the ad breaks we saw a return to celebrity endorsements as the big guns were wheeled out by the big brands.

“It seemed like a return to the tried and tested format of celebrity engagement and influence. Superstar rosters were back as Snoop (what doesn’t he sell), JLO, Jon Hamm and Serena Williams all vied for our attention.

“Streaming platforms, doughnuts and Mayo pushed hard to cut through and whilst big bucks, big names and high production were apparent, creativity was lacking as many brands overshot the mark.

“Standouts for me were PopCorner’s Breaking Bad, which was a very engaging spot, whilst Tubi’s simple but hugely effective takeover won the day with a fully immersive delivery ticking all the boxes!”

Matt Charlton, CEO, Brothers & Sisters

“The Super Bowl ads of 2023 was a bowl a bit too rich with ingredients, and a bit light on memorable ideas. I watched them all, went to sleep, woke up and tried to see how many I remembered. The answer? Not many.

“Blast all that money and yet my memory has chosen to instead remember a TikTok video of a kid playing Bruno Mars in a piano shop impressing a bunch of students. Trumped again.

“However, I actually love the celeb-fest it has become, but you’ve still got to do something special with the talent.

“In fact whilst I recalled bits and pieces of the ads, there was really only one ad that really stuck in my mind and jumped back out the next day, and that one deserves a drum… sorry, triangle-roll.

“Doritos “Jacks New Angle”. Just a simple absurd idea about Jack making a triangle famous in popular culture.

“Made me laugh, made me easily connect the idea to the triangular product and it had Elton John in it who isn’t actually triangular but is always up for throwing a few shapes.

“The whole thing is done with a light touch, which is not something the Super Bowl is always famous for managing. And the creative brief for this is almost laughable.

“Do something really funny and memorable around the triangular shape of the product”.

“What simple ambition and one that from a creative POV is a dream brief. Imagine the ideas you can see as a client with a brief that simple.

“And that little box at the bottom of the brief that says budget would have just said “Whatever it takes.” So I am going to tip my tricorn hat to Doritos.”

Toby Bowerman, Strategy Director, Wunderman Thompson UK

“The statement of the Super Bowl this year felt like it was just a matter of being there. Big brands doing Big, well-crafted ads, featuring well known celebs Hamm-ing it up.

“There wasn’t a lot to be seen for Big messages, for any sense of purpose, for any voice addressing the Big Questions.

“But that’s ok. It’s a game. The bigness is the occasion. Family and friends coming together to be entertained, with brands giving them something to add to that good time together.

“People aren’t watching the Super Bowl to be challenged. To face the stark reality of the world we live in. They want to enjoy the moment and brands can add to it by bringing back Breaking Bad, showing Ant Man chilling out or Adam Driver driving himself to distraction.

“The industry has a lot to do in making people’s lives better. In addressing the state of the world. In encouraging our clients to make a difference. But maybe it shouldn’t be done when people are looking for a distraction and an escape.

“The right message at the right time. Not just shouting it at as many people as possible.“

Dan Mosely, Managing Director, NA, Automated Creative

“Ok so my big winner: Tubi. Brilliantly interruptive ad that probably left tens of millions of people shouting, swearing and screaming at their friends and family for the remote.

“Tapped perfectly into their product. Got hearts racing and understood the human behaviours and stress of watching live sport. WHO CHANGED THE CHANNEL!??!?!

“And personal favourite: NFL “Run With It”. Genuinely surprising, exciting spot celebrating everything most fans think the NFL isn’t – it was inclusive, cheeky, progressive, and welcoming.

“Celebrating a hispanic female superstar in Diana Flores, showcasing the fun of tag football instead of the hyper-masculine violence of the current sport, bringing influencers (MrBeast) and other sporting icons (Billie Jean King) for the ride… it’s an ad for their next billion fans.

Jacob Gahir, Content and Partnerships Planner, Wake The Bear

“The Super Bowl is an opportunity for brands to capture attention in a unique way and at huge scale, which Elf did brilliantly this year by leaning into its online popularity.

“Elf created an ad that makes a clear play for attention on TikTok by alluding to two cultural references: the ‘dolphin skin’ cosmetics trend and a popular video of Jennifer Coolidge – surely TikTok’s favourite person – who announced her dream role is to play a dolphin.

“The video smartly encloses these links in slapstick humour that has the potential to provide further shareable moments, whilst preventing the ad from becoming too overtly a plea for virality on the platform.

“The brand even launched a different version of the ad through its TikTok a few days prior to the game, which has already racked up 5.6 million views, giving fans an early peek at the content and building buzz around the partnership.

“It’s a clever and funny way of feeding the brand’s internet presence from other channels.

Daniel Parker, Group Editorial Director, We Are Social Sport 

“If a brand spends millions on a Super Bowl ad, they don’t care if it’s the noisiest moment in sports advertising, they want to be heard.

“This is why so many brands lean into celebrity ambassadors as the integral part of the blockbuster formula. It’s ‘safe’.

“This year was different. Echoing audience behaviour we’re seeing on social, the best ads from Super Bowl LVII forgoed celeb endorsements for relatability, connecting brands to communities.

“Tubi took the term ‘rabbit hole’ to a dark but captivating place, backing it up with an ingenious someone’s-sat-on-the-remote play that put the brand at the heart of the action.

“Kia’s #BinkyDad insight made parents laugh while The Farmer’s Dog tugged at heartstrings. But my favourite Super Bowl ad this year was Bud Light’s ‘Hold’.

“Yes, it starred Miles Teller but the entire premise of ‘Hold’ is that goofily dancing to hold music is anyone and everyone. Cultural insight triumphed over celebrity clout.

“These ads also made ‘old school’ Super Bowl ads stand out for the wrong reasons. Such as the Jack Harlow x Missy Elliott x Elton John x Doritos spot which felt expected and disconnected from its audience.

“Simply dropping a celebrity into heavily branded, big budget environments isn’t enough anymore.”

Daniel Wade, Founder and Business Director, EveryFriday

“After all the Superbowl advertising hype – the overarching feeling is one of disappointment. Overall the ads feel ‘very American’ – strange that, being made for America.

“The overuse of the big celebrity, forced into an overproduced story, smacks as a quick bang for your buck, but leaves me feeling a bit cheated.

“Out of these celebrity driven ads the least contrived for me is Doritos Breaking Bad adaptation. Ben Affleck’s Dunkin’ ad is less tortuous due to its slightly UGC feel.

“Publicis’ ad for Cancer sufferers at work goes in a polar opposite direction, steering away from the bold and brash.

“But none have the same wit or charms of ads of old, such as the Betty White ad for Snickers. Or Volkswagen’s The Force, which nods to a blockbuster movie, but in a charming way.

“My take out, relying on superstars doesn’t always mean success.”

Also published in: Mediashotz