Beyond the Game: The Best and Worst Commercials of Super Bowl LIX – Which Ads Scored Big?

Beyond the Game: The Best and Worst Commercials of Super Bowl LIX – Which Ads Scored Big?

Super Bowl LIX between the Philadelphia Eagles and the Kansas City Chiefs delivered a thrilling game, but as always, the commercials were a major talking point. With companies shelling out an average of $8 million for a 30-second spot, the pressure was on to deliver memorable and impactful ads. Some soared, capturing the hearts and minds of viewers, while others stumbled, leaving audiences scratching their heads. Let’s dive into the best and worst commercials of Super Bowl LIX.

The Touchdowns: Ads That Conquered the Screen

  • Squarespace: “A Tale As Old As Websites”

    Squarespace tapped into the cultural zeitgeist with its ad starring Barry Keoghan, reuniting him with his “Banshees of Inisherin” co-star, Moseley the donkey. The ad cleverly captured the essence of the film, offering a refreshing twist on the typical celebrity-filled Super Bowl commercial. It was fun, memorable, and perfectly showcased the ease of building a website with Squarespace.

  • Nike: “So Win”

    After a 27-year hiatus from Super Bowl advertising, Nike made a powerful return with “So Win.” Narrated by rapper Doechii and featuring stars like Caitlin Clark and Sha’Carri Richardson, the ad celebrated women athletes and pushed back against common criticisms they face. The message was empowering and effective, highlighting the resilience and strength of female athletes. The ad generated significant online buzz, becoming one of the most talked-about commercials of the night.

  • Dunkin’: “DunKings 2: The Movie”

    Dunkin’ continued its successful partnership with Ben Affleck, creating a star-studded commercial that was both humorous and engaging. Jeremy Strong’s method-acting immersion in a giant coffee cup was a standout moment, and the ad featured cameos from Casey Affleck and Bill Belichick’s girlfriend, Jordon Hudson. The DunKings’ return was a hit, solidifying Dunkin’s brand as playful and relevant.

  • Uber Eats: “A Century of Cravings”

    Uber Eats cleverly flipped the halftime format on its head with a star-studded lineup featuring Matthew McConaughey, Kevin Bacon, Martha Stewart, and Greta Gerwig. The ad humorously suggested that football exists purely to make people hungry, turning an already clever callback to their earlier campaign into something fresh and entertaining. McConaughey’s appearance as Mike Ditka was a highlight, and the ad successfully delivered the message that Uber Eats caters to all cravings.

  • Mountain Dew: “Kiss from a Lime”

    Mountain Dew delivered one of the most absurd yet delightful ads of the night, enlisting Seal to transform into an actual seal, singing a parody of his hit song “Kiss from a Rose.” The ad followed Becky G as she took a sip of Mountain Dew Baja Blast and was transported into a dreamlike world where seals belted out “Kiss from a Lime.” Despite its weirdness, it was funny and stuck in viewers’ minds.

The Fumbles: Ads That Missed the Mark

  • Coffee-Mate: “Coffee Mate Cold Foam”

    Coffee-Mate’s ad featuring a bizarrely sensual dancing tongue promoting its cold foam creamers was unsettling for many viewers. The sight of a giant animated tongue moving disturbingly was an image that many found disturbing and off-putting.

  • Little Caesars: “Whoa!”

    Little Caesars’ ad featuring comedian Eugene Levy’s eyebrows flying off his face after eating a Crazy Puff was another miss. The idea of eating a Crazy Puff after watching this ad was far from appetizing.

  • Tubi: “Cowboy Head”

    Tubi’s bizarre concept featuring a baby born with a flesh cowboy hat and facing relentless bullying was confusing and unsettling. The commercial left many viewers questioning what they had just witnessed.

  • Hellmann’s Mayonnaise: “When Sally Met Hellmann’s”

    While the ad reunited Billy Crystal and Meg Ryan to recreate a famous scene from “When Harry Met Sally,” it didn’t quite hit the mark for many viewers. Some found the ad to be a befuddling advertising strategy.

Key Trends in Super Bowl LIX Advertising

  • Celebrity Cameos: While celebrity appearances remained a staple, there was a shift towards more meaningful integrations rather than just relying on star power alone.
  • Humor’s Comeback: After years of heartfelt or purpose-driven ads, comedy took center stage, with a whopping 85% of Super Bowl LIX ads leaning into humor.
  • Stronger Gender Representation: Super Bowl advertising saw a meaningful shift in inclusivity, with women appearing in 44% of ads, up from 34% in 2023.
  • AI’s Stumble: AI-powered ads didn’t generate the buzz advertisers had hoped for, with ads that focused on human connection resonating more with viewers.

Super Bowl LIX’s commercials provided a mix of hits and misses, reflecting the ever-evolving landscape of advertising. While some ads scored big with humor, creativity, and empowering messages, others failed to connect with audiences. As brands continue to vie for attention during the Big Game, the key will be to strike a balance between entertainment, storytelling, and authentic representation.