While much of the press said this year’s Super Bowl spots were better overall than last year, it’s not official until some Reuben Rinkers weigh in. Although AI was featured prominently, with mixed results, and simple messages seemed to win the day. Thank goodness.

Here are a few takes on our best and worst picks.

 

Grace:

Best: Everybody Coinbase

Not only did I get excited and hush everyone around me, we sang the entire commercial. Perfect for my millennial self!

Worst: Good Will Dunkin’

I really wanted to like this one, but I couldn’t get past the de-aging and potentially heavy AI use that wasn’t exactly right. I loved the idea (big Friends fan here), but the execution was meh.

 

Clint:

Best: Pepsi Polar Bear

Iconic Coca-Cola mascot falls in love with the competition. Loved the last scene at the concert.

Worst: DoorDash, Uber Eats, GrubHub

These all seemed like “celebrity for the sake of celebrity.” Maybe it’s just me, but I have some Matthew McConaughey fatigue.

 

Keith:

Best: Budweiser Bald Eagle

Classic commercial telling a great story and having the great Americana feel starring the Clydesdales and a bald eagle.

Worst: Svedka Bots

One of the strangest commercials featured two robots for Svedka vodka and seemed to be lacking any story or brand message.

 

JG:

Best: Claude ‘No Ads’

I love ads that make you think and make a clear point, especially when the point is a competitive differentiator. ChatGPT is my primary LLM, and this got me thinking…

Worst: Make It Poppi

I was lost on this ad from the beginning. Maybe I’m just old, or maybe the spot really was complete nonsense. Regardless, it did not make me want to buy a Poppi.

 

Eric:

Best: Novartis, Relax Your Tight End

Showing my age here but this one got me chuckling and got my attention. I will be talking about this with my doctor. IYKYK.

Worst: Volkswagen Jump Around

A staple of stadiums and arenas around the world, this tune and the spot itself didn’t seem to have anything to do with VW.