Our Favorite Super Bowl LX Commercials: What Stayed with Us
- David Hopkins
- 5 days ago
- 2 min read
At ABI, we noticed an increase in the overall noise. Some commercials lacked clarity. Everyone is fighting for attention, which means some brands will step outside their identity to be a bit outrageous, in the hopes of staying front of mind.
We wanted to know, which commercials stayed true to themselves, and are still memorable two weeks out. We polled our team, and here’s what we came up with:
Favorite pre-game commercial:
Favorite 1st quarter commercials:
Instacart: Bananas (a controversial pick, see comment below)
Favorite 2nd quarter commercials:
Favorite 3rd quarter commercial:
Favorite 4th quarter commercials:
Some of our overall thoughts:
“This was the year of crypto, AI, and online gambling. The traditional brands have receded. Most notably, beer ads which once dominated Super Bowl promotional space have become quiet. We know that Millennials and Gen Z aren't consuming beer as much as Gen X and Boomers. Now we're seeing that downturn in ad spend. Younger brands are still figuring out their voice. The default: overly whimsical as a way to become memorable. It's creating a lot of noise. If trends are cyclical, I think we're eventually coming back around to meaning and substance. But right now, we have a concussed Ben Stiller flipping into the drum kit—while dancing produce watches on in horror. An apt metaphor for advertisers desperate for attention.”
-David Hopkins, ACD
“I feel it was a little underwhelming. Some of the ads were ok. A lot of ads have money thrown at them, but they don't have great concepts or efforts put into the ads. One brand that stood out was Levi's. There was a great activation that tied the location of the game with minimal and effective branding efforts.”
-Satish Dusa, ACD
For many brands, the commercial is the start of a new campaign, a new direction. The best ads are launching something larger than just a 30-second spot. Or in the case of Levi’s, reminding people they’ve been here the whole time.
