Kane’s Favorite Super Bowl Ads
The Super Bowl is the one day a year when brands try to one-up each other in the battle for the most memorable advertisement during the big game. Some go for shock factor, others are tear jerkers, but no matter the sentiment of the ad, one thing’s for sure - the commercial breaks are star-studded. The Kane team tuned into the big game not just for football or the halftime show, but for the commercials as well. Below are some of our team’s top picks.
Brad’s Pick: GM x Netflix feat. Will Ferrell
Will Ferrell is a comedic legend that lends his own brand of humor to any project he takes on. As such, he was the perfect choice to be the spokesperson for this piece promoting GM’s new partnership with Netflix to include more Electric Vehicles (EVs) in their programming. Situating Ferrell and EVs in some of Netflix’s most popular titles (The Walking Dead, Squid Game, Stranger Things, Bridgerton) not only plays to the audience's personal connection to the shows and their reverence for Ferrell, but also encourages viewers to revisit older titles in the Netflix catalog. It also allows GM to spotlight their vehicle line as the world moves towards EVs. In any case, who wouldn’t want to rewatch The Walking Dead with Will Ferrell quipping his way among the undead Walkers and “Why not in an EV?” This asks the audience to consider that question in their own lives, because no matter what the story of your life holds, an EV can make it better!
Kaitlyn’s Pick: Downy
Downy originally released this commercial in December 2022, which means it's been two months of trying to guess who their next Super Bowl commercial celebrity would be. With a mix of comedic and mysterious dialogue, Downy kept audiences interested by not releasing the celebrity's name until game day. I love how the person's identity is hidden by covering their head with a Downy-scented sweatshirt.
Liz’s Pick: e.l.f
For upwards of 20 years, the makeup brand e.l.f. has been one of the most affordable drugstore makeup brands, but recently it rose to the top after creating viral dupes for high-end products. Their commercial with Jennifer Coolidge, which featured the already viral Power Grip Primer, a dupe to Milk Makeup’s Hydro Grip Primer, caught the attention of the brand’s young demographic. Placed perfectly before Rihanna’s half-time performance, e.l.f. Cosmetics displayed knowledge of internet culture without being too over-the-top.
Dave’s Pick: Workday
It’s always weird when you see an ad and can recognize that you are the target. I thought this was a fun, entertaining ad targeting the GenXers who are now either running their own company or in a leadership role in someone else’s. The “annoyance” of actual rockstars over calling our coworkers “rockstars” is a clever and funny (if not particularly groundbreaking) comedic principle, as is the “fish out of water” imagery of Ozzy Osbourne in a shirt and tie working in a cubicle. My favorite line? Ozzy: “I’ve done my share of bad things…also your share of bad things.”
Lillian’s Pick: PopCorners
This commercial brought back familiar faces from the iconic show Breaking Bad. The ad recreated the humorous and dramatic relationships that made Breaking Bad a beloved show that is still as relevant as ever. The exchanges between Walter, Jesse and Tuco reminded viewers why they loved the show in the first place and introduced PopCorners as the perfect snack to enjoy while rewatching it.
Bella’s Pick: Tubi
This genius advertisement had everyone and their mother in a panic this Super Bowl Sunday. Tubi released a 15-second commercial fooling viewers into thinking that someone changed the channel or hacked into their TV and interrupted the biggest game of the season. The commercial began with the familiar NFL jingle and transitioned to commentary by Fox sports announcer Kevin Burkhardt. Suddenly it appeared as if someone exited the game and began scrolling through the library of movies on Tubi. This advertisement brilliantly captured the attention of viewers and evoked a strong emotional response, in turn making it one of the most memorable ads of Super Bowl 57. If viewers did not know what Tubi was before, they certainly do now.
Shelly’s Pick: Michelob Ultra
Michelob Ultra remembers the forgotten GenX with a star-studded Super Bowl ad paying homage to the 1980s classic Caddyshack. “New Members Day” features a golf-off between Brain Cox and Serena Williams at the fictitious Bushwood Country Club. Cox delivers a spot-on performance of Judge Elihu Smails (played by the Late Ted Knight in the original film). Similar to the final scenes of Caddyshack, Williams’ final putt (channeling Danny Noonan), which would seal her victory, sits precariously on the edge of the cup. Enter Tony Romo (ala Bill Murray/Carl Spackler), who unknowingly saves the day, popping the top on a refreshing Michelob Ultra. Much like its theatrical inspiration, the spot is comedic genius and a fun trip down memory lane for this proud GenXer! Best of all, there is an extended version, for the full Caddyshack experience.
Stephanie’s Pick: Doritos
It’s hard to think about the Super Bowl without thinking about Doritos and their history of witty commercials. This year’s Dorito commercial depicts young rapper, Jack Harlow, purportedly quitting rapping to take up triangle-playing after being mesmerized by the shape of the Doritos chip. I thought it was clever that the commercial played off the shape of the chip, incorporating triangles throughout the ad to represent the shape in a new and creative way. The ad created the perfect pop-culture triangle, capturing three generations of music (Harlow, Missy Elliot and Elton John) in relevant and humorous ways that resonated with all Super Bowl viewers.
Micaela’s Pick: He Gets Us
He Gets Us LLC launched several Super Bowl ads, each with the same core elements: black and white still photography set to emotional music. These ads generated buzz and scored high on Ad Meters measuring consumer engagement because their simple, straightforward elements and lack of dialogue piqued the interest of viewers. These ads were successful because viewers ultimately had to answer the call to action (visiting the website) to find out more.
Maya’s Pick: Rakuten
Rakuten, a service where you can get cash back for shopping at all your favorite stores, transports viewers back to the iconic 1995 movie "Clueless". Alicia Silverstone reprises her role as Cher Horowitz, a popular high school girl with a rich family and a fabulous wardrobe. In a scene reminiscent of a debate between Cher and her nemesis Amber, played by Elisa Donovan, Silverstone donning her classic yellow plaid outfit states that she “used to be pretty clueless about shopping”. Having Cher praise Rakuten positions them as the perfect solution for shopping smart - not just for everyday people but for high-end shoppers (like Cher) turning an "as if" to "yes, please".
Sarah’s Pick: Pringles
After the release of Meghan Trainor’s “Made You Look '' single, she brings her hot-off-the-charts hit to the big screen in this year’s Super Bowl commercial. Trainor is seen eating cheddar cheese Pringles while filming a TikTok dance before she falls victim to a common occurrence for all Pringle lovers - her hand caught at the bottom of the can. Even in the million-dollar mansion she stands in, her humor and relatability makes viewers feel they can connect with Trainor. As she finishes her last chip, it’s a reminder to the audience how delicious Pringles are, down to the very last crumb.
Meghan’s Pick: Crown Royal
As Crown Royal continues to stake its claim on the Canadian whiskey category, the commercial also nods to the many great Canadian inventions, including famous musicians, actors and even well-used products. The magic of this commercial is the shareable teaser before leading up to the spotlight during the big game.
Rachael’s Pick: Sam Adams
Sam Adams does it again, serving up the quintessential Bostonian attitude and accent with a comedic twist. The ad begins with “your cousin from Boston” clad in a backward ball cap and flannel jacket picking up a case of Sam Adams at the local mah-ket. While at the checkout he spots a display promoting “Sam Adams Boston Lager: Now Brighter”. He begins to ponder what a “brightah Boston” might look like. Cue the sunshine and harp music. There’s a neighbor who offers a friendly hello. Two drivers politely insist the other take the only open spot and, “pahk yah cah.” At Fenway a Red Sox fan hugs a Yankees fan and tells him, “We love New Yaw-kahs here!” The ad continues with a bar scene where “your cousin” runs into “The one and only bad boy from Boston”, actor and comedian Lenny Clarke. Just when you think they’re going to go at it, Clarke, in his gruff Boston accent yells, “Hey! Ya wanna go… to the ballet?” Following a scene that looks right out of the Boston-based movie “The Departed” and former Celtics star Kevin Garnett promoting a national bestseller called “Don’t Talk Trash, Spread the Love”, “your cousin” snaps back to reality when the checkout gal tells him, “Hey genius, yah cahd’s been declined.” He claims he’s gotta call his mom, and he’ll be right back.
The entire 60-second ad put a smile on this New England-born gal’s face because Sam Adams gets it right every time with its ads that look right out of SNL.
Mitchell’s Pick: Dunkin’ Donuts
Dunkin’ made their Super Bowl debut with the help of a famous fan. In 2020, Ben Affleck went viral when the paparazzi captured his relatable expression as he carried his Dunkin’ Donuts order inside. In this 30-second spot, Affleck turns the tables and works the drive-thru. From interacting with customers to a surprise cameo from Affleck’s wife, and pop culture icon, Jennifer Lopez, Dunkin’ set social media ablaze once again.