Introduction

The Super Bowl, the grandest stage for advertisers, once again delivered a mixed bag of commercials during Super Bowl LVIII. The year’s most-watched TV event saw companies making a play-it-safe game plan, heavily relying on star power and the hope of capturing the attention of younger audiences, particularly women. While some ads hit the mark and showcased creativity, others fell flat, leaving viewers with a sense of missed opportunities.

The Adverting Landscape

Stars Shine, But Creativity Lags

High-profile celebrities took center stage in many commercials, but the overall creative impact of these ads was underwhelming. While advertising during the Super Bowl comes with a hefty price tag, a reported $7 million per 30-second spot, the ads failed to deliver standout moments. The celebrity-heavy strategy seemed to overshadow the creation of ads that truly felt worthy of the massive audience that the Super Bowl attracts.

A Return to Traditional Categories

Unlike recent years when advertisers tried to make a splash with unconventional categories, Super Bowl LVIII saw a return to more traditional themes. Football-related products, including beer and snacks, dominated the lineup, alongside perennial ad favorites such as cars and big movie trailers. Advertisers aimed to make a comeback after a tough period for the industry due to streaming and the pandemic’s impact on the box office.

Targeting Women and the “Taylor Effect”

One notable trend in this year’s Super Bowl ads was the focus on reaching a female audience. Advertisers welcomed additional viewership, particularly younger women, driven in part by Taylor Swift’s support for the Kansas City Chiefs. However, the impact of this targeting strategy on the overall creative landscape remained relatively minimal, as the ads failed to produce a significant shift in terms of ad quality.

Winning Advertisements

Dunkin’: Bringing the Laughter

Dunkin’s ad, featuring the hilarious partnership of Ben Affleck and Matt Damon, accompanied by Tom Brady, emerged as the most amusing and entertaining spot of Super Bowl LVIII.

Movies: A Showcase of Blockbusters

The collective weight of major movie trailers provided a strong pitch for audiences to return to theaters. Movies such as “Wicked,” “IF,” “Monkey Man,” and several highly anticipated sequels like “Twisters,” “Kingdom of the Planet of the Apes,” and “Kung Fu Panda 4” captured the audience’s attention.

Dove: Empowering Young Girls

Dove took a different approach by addressing body confidence and promoting a program aimed at teaching young girls to embrace their bodies. Accompanied by the iconic song from “Annie,” this ad was a standout in a sea of less meaningful commercials.

Google Pixel: A Touching Story

Google delivered a heartwarming spot showcasing a person with limited vision who uses their product to enhance their life. This emotional advertisement left a lasting impression on viewers.

Underwhelming Performances

Reese’s: Loud, Annoying, and Forgettable

Reese’s missed the mark with their loud and boisterous ad, annoying viewers with exaggerated reactions to the mere prospect of their candy. The ad failed to resonate and left little lasting impression.

Popeyes: Missed Opportunities

Popeyes enlisted the talents of Ken Jeong in a loud and obnoxious spot, alternating between moments of cleverness and jarring loudness. The overall impact left much to be desired.

Drumstick: A Missed Beat

Drumstick’s ad, featuring “Dr. Umstick,” left viewers confused and questioning the creative direction. The commercial failed to leave a lasting impression and fell short of expectations.