Sunday evening, the Kansas City Chiefs delivered one other Super Bowl championship. Ding dong! DoorDash right here. Trophy’s on the porch. Don’t neglect to tip your quarterback.
Like Popeye’s wings, BetMGM’s Tom Brady/Vince Vaughn act and the pricey previous Budweiser Clydesdales, DoorDash ponied up for its share of Super Bowl air time. It introduced the concept that most all the things marketed in adjoining Super Bowl advertisements was deliverable. Not Jesus, in fact; He’s not on the market, even when the most recent merchandise of the continuing “He gets us” marketing campaign is pure gross sales. On the opposite hand: Hallow, the Christian prayer app, could be very a lot on the market. Mark Wahlberg starred within the new 30-second, $7 million reminder to #StayPrayedUp for Lent.
A short time later, at halftime, Usher’s fairly terrific greatest-hits parade bought individuals fascinated with issues aside from Lent.
Nostalgia ran via the sport spots much more predominantly than traditional this 12 months. See the celebrities of “Twins” reunite! Right this fashion for Aubrey Plaza and Nick Offerman, collectively once more, years after “Parks and Recreation”! For Uber Eats, Jennifer Aniston fakes her method via a reunion with David Schwimmer, however (per the set-up) she doesn’t keep in mind working with him, or the “Friends” they as soon as had been. “Suits” followers, meantime, had been courted and catered to with reunited solid members (minus Meghan Markle) peddling e.l.f. Cosmetics’ $14 Halo Glow Liquid Filter complexion booster.
Some misses and a few hits from Sunday’s Super Bowl of promoting:
Hit: Dunkin’ Donuts: Since you requested, no. Dunkin’ espresso just isn’t my espresso. But Dunkin’ scored final 12 months with Ben Affleck morning-shifting it on the Dunkin’ drive-thru, working into his spouse Jennifer Lopez. Very humorous. The sequel spot that premiered Sunday was a tick higher, distinctive in its one-upsmanship, with Affleck exhibiting up at Lopez’s recording studio along with his personal backup band in a pathetic rebranding effort. Bonus factors to Matt Damon for deadpanning his interjections simply so.
Miss: Temu: The Chinese e-commerce website has a vaguely sinister curiosity in stoking your future on-line buying dependancy, making viewers itchy with the prospect of ordering no matter they need, NOW, as a result of look how low cost! It “feels like a dream, feels like magic!” You can “shop like a billionaire”! In the actual world, although, Amazon’s competitor has sparked controversy over allegations of pressured labor in its provide chain and spying on prospects, in response to CNBC.
Hit: “Javier in Frame”: A cleverly transferring outlier in a business sea of snark, Google’s 60-second spot presents a legally blind man (performed by Javier Kussrow) whose photographs are made attainable by the “guided frame” function of the Google Pixel 8 telephone.
Miss: Martin Scorsese directs the Squarespace alien invasion: Everyone’s taking a look at their cellphones on the streets of Manhattan, too absorbed to note the UFOs hovering above. Squarespace to the rescue? Maybe? Website design by no means actually enters the image right here, and whereas it might have been enjoyable for Scorsese to make one thing like this, and the test in all probability cleared, the outcomes don’t sq. with a lot of something.
Miss: Bud Light Genie: Wishes are granted, Bud Light consumed, and a frantically edited state of affairs goes to waste. Pacing doesn’t imply solely “fast.” Or sluggish. And since we’re on the subject of what prompts a comic book premise …
Miss: The shorter model of the State Farm Arnold Schwarzenegger “good neighbah” routine. The 30-second bare-bones edit of Schwarzenegger’s Agent State Farm, whose pronunciation of the phrase “neighbor” turns into stubbornly problematic to the oldsters making the business, messes up the central gag. Yes, it’s low cost dialect humor. And sure, I really like that stuff, when it’s witty and never punching down. But treating this advert like its personal highlights reel doesn’t do it any favors. On the opposite hand?
Hit: The longer model of the Arnold Schwarzenegger State Farm advert. Here, the Arnold joke works; the repetition of “neighbah” in numerous contexts and frustration ranges has someplace to go.
Hit: The Kia EV9 business, with a caveat. A younger feminine skater excels in her newest competitors, however not like her proud father, her ailing grandfather is unable to attend. Driving up a winding mountain street towards dwelling, her father has a plan: The lady’s grandfather watches from the lounge window as a helpful entrance yard ice pond turns into the scene of the lady’s encore. Tears flowed all throughout the land with this one Sunday. I solely want the set-up weren’t so slickly elaborate and millionaire-level costly. Note: Last 12 months’s Super Bowl advertisements featured six EV campaigns; this 12 months it was down to 2, following a hunch within the EV market.
Hit: “Wicked,” the film: It’ll be successful, no matter its high quality. The trailer that aired Sunday was fairly efficient. No signal, in fact, that “Wicked” is a musical, based mostly on a Broadway musical, riffing on the 1939 display screen musical “The Wizard of Oz,” based mostly on Frank Baum’s Oz tales. Studios actually don’t like admitting a musical is a musical till any person begins singing.