The Big Brand Game: our Super Bowl ad round-up
Mayonnaise paninis, Pringle tubes for hands and celeb cameos aplenty, our Creative team rates this year’s big players in the Super Bowl ad game.
In the ad world, Super Bowl slots are just as important (and as competitive) as the game itself. With over 200 million viewers, it is the ultimate opportunity for brands to showcase their offerings in unpredictable, funny, and increasingly cinematic ways. Let’s see what the Eagles and Chiefs of brand land had to offer.
Workday: Rock Star
Finance and HR firm Workday recruited a band of rock legends for their slot, including Joan Jett, Billy Idol, Gary Clark Jr, Paul Stanley and ‘Ozwald’ Osbourne in a bid to stop corporate bods calling each other ‘rock stars’.
The campaign makes fun of this phenomenon by placing the real rockstars in office settings, including Ozzie as we’ve never seen him before – in a cubicle donning a suit and tie.
Creative Director Richard Anderson comments on the contradictory narrative: “They have gone all out for a brand awareness approach. But the thread running from client insight and value proposition to creative seems to be somewhat confused.
“The ad mocks people for framing themselves as 'rock stars' for doing relatively mundane, everyday activities in the workplace. But then it closes by telling us to do exactly that: ‘Workday: be a Finance and HR rock star.’ Somewhere during the concept development, they lost the thread, and didn't quite crack how they wanted to utilise the famous musicians in a way that supported, rather than undermined, their proposition.”
But perhaps the ad will still work in their favour: “Half of the job of an ad like this is to get noticed, get talked about, and have the brand name front of mind. So, despite the confused concept development, it is still a good use of creative. The proof will be in the degree to which it raises brand awareness.”
We like the creativity, but does it put us off corporate life? Maybe we should have been ‘real’ rock stars instead.
Our rating: 3/5
Booking.com: Somewhere, Anywhere
After first entering the game in 2022 with Idris Elba, Booking.com is back with an all-singing, all-dancing ad as part of their goal to conquer the U.S. travel market.
The brightly coloured ad features actress Melissa McCarthy, who sings about all the various holiday options available to her on Booking.com; from a ‘fancy hotel with a sexy gardener’ (played by her husband Ben Falcone) to a ‘tiny home with aggressive flare’.
We like that it takes the familiar feeling of the need to go, well, “somewhere, anywhere” on holiday when you haven’t been for a while and brings it to life in an amusing way that’s classically McCarthy.
Video Creative Anne Metaal comments on the overall feel of the ad: “It’s fun and keeps you engaged. It’s in line with the Super Bowl theme, as the half-time show always has extravagant performances”.
She makes the point that showing a lot of holiday types could be, well, a lot: “Maybe it’s a bit too chaotic, especially when brands need to stand out in between other ads that are often equally busy. But I love the art direction and set design, and the song used is clever”.
Our rating: 4/5
Budweiser: Hold
Budweiser is no stranger to the Super Bowl stage. Their latest Bud Light ad, however, catapults them into an entirely new era. Traditionally known for their outlandish humour and general silliness, this year’s instalment gives us a stripped-back approach and introduces their new messaging of ‘easy enjoyment’ that hopes to engage with younger adults.
We see actor Miles Teller and his wife Keleigh dance around their living room while on hold, with Bud Lights in hand. Instead of the traditional laddish narrative and frames that pan here, there and everywhere, we get an easy watch, and are reminded of life’s small joys. Creative Designer Anna Parsons comments on their change of direction: “After years of being loud, bold and silly, it seems that Bud Light is changing its approach. The 2023 ad doesn’t even feel like an ad, but a real-life situation”.
The frustration of being put on hold could ruin your day, but a couple of cans of Bud Light turns it into a little dance party. “The ad is light, easy, and refreshing, just like Bud Light”.
We love that this ad maintains the brand spirit, whilst also being a complete detour from their usual barrel-of-laughs. The Tellers do look too carefree considering they’ve been on hold for 93 minutes, but maybe that’s the Bud Light.
Our rating: 4/5
Michelob Ultra: New Member’s Day
Michelob Ultra gathered a team of big hitters with their ad that features tennis legend Serena Williams, NBA star Jimmy Butler, NFL heroes Peyton Manning and Tony Romo, and even iconic actor Brian Cox. The team comes together to play a round at Bushwood Country Club, a nod to the classic film Caddyshack (as is the featured fuzzy gopher).
Michelob Ultra has really rolled out all the barrels this year with their three Super Bowl ads, one of which partners with Netflix to promote their series “Full Swing.” They continue to lean on the golfing theme; emphasising their pledge to make the sport more inclusive.
Senior Creative Designer Simon Horton comments on the ad’s energetic narrative: “What’s not to like about a golf match-up between Serena Williams and Brian Cox. With the narrative firmly built around the product, the energy of the ad creates a celebratory association with it”.
“The celeb cast communicates the brand’s focus on inclusivity and diversity, especially in the sporting sector. A feel-good ad, with joy at its heart.”
Our rating: 4/5
Hellmann’s: Who’s in the Fridge?
Hellmann’s highlights the important issue of food waste in their tasty ad that sandwiches multiple celeb cameos with their brand messaging. We see miniature versions of actors John Hamm and Brie Larson in a fridge, next to a sizeable jar of Hellmann’s. They realise why they’re there - so comedian Pete Davidson can make a Hamm and Brie panini from his leftovers (them). He towers over them, with Hamm exclaiming “he really is everywhere,” referring to Davidson’s omnipresent role in pop culture. After a tempting looking snack is made, both actors are transported out of the fridge and back to their real-sized selves, before the message ‘Make Taste, Not Waste’ appears.
Creative Designer Adrian Legouix comments on the light-heartedness of the ad: “It’s fun, silly, and based on a daft idea, but it doesn't outstay its welcome. Hamm comes across well as usual and gives the whole thing a likeable tone.
“The line about Hellman’s and leftovers comes across surprisingly naturally and the jar is always front and centre - bigger than the two Hollywood stars. Fun, simple, and made me smile.”
Our rating: 3/5
Paramount+: Stallone Face
After a year’s break, Paramount+ is back and reaching new heights with its Super Bowl ad. Their group of famous explorers returns as they continue their trek to Paramount Mountain, with some new additions.
Actor Sylvester Stallone joins Dora the Explorer, Beavis and Butthead, Star Trek’s Captain Pike and even his daughters in 2023’s adventure. If the competition was about how many cameos you can fit into one campaign, they’ve certainly won. Stallone climbs an animated rock that resembles his face, before comically being sneezed off it. The ad continues Paramount+’s ‘Mountains of Entertainment’ messaging, whilst promoting their new series ‘The Family Stallone.’
Brand Marketing Exec Rosie Burns compliments their art direction and character cameos: “I love the use of mixed media, there’s something about mixing 2D animation with reality that brings joy to the screen.
“Their use of nostalgic pop culture works in their favour, showing off iconic characters from the 90s to the present day and capturing the interest of almost anyone” she adds.
It’s a nice continuation of their 2021 ad, even though we had already reached the summit and now seem to be at the bottom again two years later. Maybe the concept has peaked and it’s time to hang up the climbing shoes next year.
Our rating: 4/5
Pringles: The Best of Us
In their hilariously relatable ad, Pringles makes fun of their well-known design flaw and takes ‘get stuck in’ literally. It imagines a variety of characters having to live their lives with one hand permanently stuck in the Pringles tube, including a judge, a ten-pin bowler, Meghan Trainor and even a baby in the womb.
Senior Creative Designer Jon Walsh is a big fan of the ad: “Pringles and the Super Bowl, what a good match. Who doesn’t love getting stuck into their favourite snack, watching their favourite sport whilst slouching in their favourite armchair?”.
The ad is apparently based on an element of truth as, according to Pringles, some 43% of their customers have admitted to getting their hand stuck. “Pringles pokes fun at themselves, unafraid to point out the hazards of munching on a few crisps. I like this ad; it’s amusing, it’s silly, it’s inoffensive and the call to action ‘Get Stuck In’ is the perfect sign-off for this campaign” adds Jon.
Our rating: 5/5
So, whether fans are watching the game and havin’ a Bud or are elbow-deep in a tube of Pringles, it’s important to grab their attention. With a Super Bowl commercial slot costing brands $7 million before production has even started, they’ve got to make the most of it, and we think (some of) these ads certainly did.
Isabelle Walker
Isabelle is a Creative Copywriter at Accord, working on a wide variety of brand communications and briefs.
