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START THE DAY HERE
Texas mall shooting leaves one dead, three injured. People "want answers" after
toxic train derailment. Raquel Welch dead at 82.


SUPER BOWL LVII: WHO SCORED AND WHO FUMBLED ON TV’S BIGGEST STAGE

Analysis by Brian Lowry, CNN
Updated 11:07 PM EST, Sun February 12, 2023
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Watch the 2023 Super Bowl ads
02:00 - Source: CNN Business
CNN  — 

Big celebrities, but often, not-so-great ads.

The Super Bowl presents a formidable challenge to advertisers, trying to justify
the giant price tag for 30-second spots (as much as $7 million each, per
Variety, for ads between kickoff and the final gun) by coming up with campaigns
that feel as big as the game.

This year, the scales tipped heavily toward celebrity talent – in several cases,
thrown together in incongruous bunches – in commercials that were loud but
frequently didn’t make a whole lot of sense.

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For starters, it helps when the talent has some kind of logical connection to
the product, or at least figures into the creative in a way that advances that
message. Being cute for its own sake can be fine, but it’s seldom particularly
memorable.

Using that logic, bravo to Rakuten, a shopping site, for enlisting Alicia
Silverstone to reprise her “Clueless” role as the shopping-obsessed Cher, which
she slid into like an old private-school uniform; and thumbs down to a
celebrity-studded spot for Michelob Ultra featuring Serena Williams, Brian Cox
and a host of others in an odd tribute to “Caddyshack.”

Then again, this year’s crop of beer ads were mostly flat, especially given the
high bar that Budweiser has customarily set for Super Bowls past. The main
exception would be the Miller-Coors-Blue Moon spot, which was fun, if a little
confusing.

Ad Feedback

As was noted before the game, crypto ads that sought to make a splash at Super
Bowl LVI sat out this year’s showcase, a reminder that newer product categories
brave entering the Super Bowl derby at their own peril.

Where were the other highlights, which were outnumbered (as usual) by the
middling or low ones? Here’s a snap-decision breakdown of who scored and who
fumbled on TV’s biggest stage. While this doesn’t include every spot that aired,
if an ad featured four or more celebrities, assume it leaned toward the “loser”
column.

"Breaking Bad" stars Aaron Paul and Bryan Cranston reunited in an ad for
PopCorners.
From PopCorners


WINNERS

Movies: The movie business hasn’t rebounded to pre-pandemic levels, but the
number of ads for upcoming blockbusters (and hoped-for blockbusters) felt like a
collective vote of confidence in theatrical movie-going. Hollywood will likely
never completely bounce back in the streaming age, but the studios appeared to
serve notice that they’re not giving up without a fight.

Of that roster of titles, give the nod to “The Flash,” which should stoke
enormous interest in that Warner Bros. title (like CNN, a unit of Warner Bros.
Discovery), and put the focus on the film instead of star Ezra Miller’s
off-screen issues. Give honorable mention to “Indiana Jones” and “Creed” among
the sequels, which also included pregame spots for “Transformers” and “Guardians
of the Galaxy.” Also featured: “Air,” based on Michael Jordan’s Nike deal.

Ram: There were again several electric-car ads, but give Ram the gold medal for
its cheeky double-entendre about “premature electrification.”

Rakuten: Would Silverstone waste this kind of opportunity to bask in a little of
that “Clueless” nostalgia? As if.

T-Mobile: Bradley Cooper and his mother were pretty adorable, especially when
she told him that while he’s been nominated for stuff, he hasn’t won anything.
Much better, alas, than its John Travolta “Grease” homage.

Pepsi Zero Sugar: Steve Martin and Ben Stiller gave mini-classes on acting. So,
do they really drink this stuff? Probably not, but it was fun to watch them
pretend, and enhanced by the one-two punch of it.

PopCorners: Just the idea of a “Breaking Bad” reunion gets high marks (plus the
line “We don’t eat our own supply”), even if the snack-food product might not
have been the ideal vehicle for it.

Farmer’s Dog and Amazon: Two winners about our canine companions: Watching a
dog’s life unfold, and thinking about losing one, served as one of the few
genuine tearjerkers of the day; and on a lighter note, getting a destructive
pooch a pal, via Amazon.

CrowdStrike: If only the cyber-security company had been around during the
Trojan War. A great visual idea.

Google: Another spot that brought together unlikely celebrities – Amy Schumer,
Doja Cat and NBA star Giannis Antetokounmpo – but in a clever demonstration of
how its pixel product can “fix” old photos.

Kia. If you forget your baby’s binky, this is definitely the car for you.

Disney: Marking its 100th anniversary, the studio ran a spot to demonstrate the
sweeping depth of its content, and its intricate hold on childhood memories.

Kevin Burkhardt and Greg Olsen: After the histrionics of Fox’s pregame show
(never mind the issues with the sound being off), the announcers – handling
their first Super Bowl – rose to the occasion, with a solid call that identified
the problems with the field, debated a “game-altering penalty” at the end;
didn’t get in the way of the action and reminded everyone this was, after all, a
football game.


NOT BAD, BUT…

General Motors and Netflix: GM teamed with Netflix shows to push its EV cars,
with Will Ferrell as the guide through shows like “Bridgerton” and “Stranger
Things.” Not great, but at least it felt big and inventive.

Dunkin’: Ben Affleck (mostly) and Jennifer Lopez brought some celebrity sizzle
to the idea of a star moonlighting at a donut store.

Paramount+: The advantage of featuring Sylvester Stallone in a streaming show,
apparently, is one more star to help promote “Paramount Mountain.”

Alicia Silverstone (left) reprised her "Clueless" role in an ad for Rakuten.
From Rakuten

HeGetsUs.com. The ads for this evangelical campaign were certainly arresting in
reminding people, say, that Jesus was a refugee, and to love everyone. Yet
despite being one of the few ads about something that played Sunday, the goal of
its message seemed muddled, a perception reinforced by details about the group
behind it.

Workday: Rock stars differentiate between calling someone a rock star and
actually being one. A fun idea, indifferently executed.

Etrade: Nobody ever went wrong with talking babies, but that said, talking
babies is a pretty tired gimmick.

Weather Tech: A solid “Made in America” pitch.


LOSERS

Beer ads: Miles and Keleigh Sperry Teller seem like a cute couple to have a beer
with. What the ad didn’t do is make a case for that being a Bud Light. Ditto for
Budweiser connecting a six-pack of Bud to “Six Degrees of Separation” (or Kevin
Bacon), which had the right vibe to it but felt like a bit of a stretch.

Booking.com: Hey, who couldn’t use a vacation? But why are we watching Melissa
McCarthy sing about it?

Doritos: Jack Harlow, Missy Elliott and Elton John pushing triangles? Another
case of trying to be too hip and just looking square.

Downy Unstoppables: Danny McBride likes it so much he’d change his name. But the
whole thing was pretty McSilly.

DraftKings: Kevin Hart and a host of celebrities appeared, but will it be
remembered as a great Super Bowl ad? Don’t bet on it.

Hellmann’s: Jon Hamm and Brie Larson in a refrigerator? Yes, mayonnaise goes
with ham and Brie, but as Hamm said at the end, “That’s weird.”

Remy Martin: Serena Williams’ speech was stirring, but the product was a
complete afterthought.

Planters: A Friars Club-style celebrity roast of Mr. Peanut felt like a weak
attempt to butter up consumers.

Jeep: The “Freedom is electric” tag line worked. The CGI dancing animals, not so
much.

Pringles: Another version of the hand stuck in the can campaign? That just feels
like their creative is stuck in the ’90s.

Squarespace: Adam Driver is already pretty overexposed, but that commercial –
featuring dozens of him – made him really overexposed.

Tubi: Someone should have talked the ad agency and marketing team out of going
down that bizarre rabbit hole.

M&Ms: The only real comment to that Maya Rudolph spot was “???”

Limit/Break: Yes, saw the bar code. No, did not scan now.


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Additionally, you may exercise your preferences for consent at a vendor level in
the “Vendors” link under each purpose. These choices will be signalled to our
vendors participating in the Transparency and Consent Framework.
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PLEASE NOTE: CONSENT TO STORE AND/OR ACCESS INFORMATION ON A DEVICE IS REQUIRED
TO CUSTOMIZE AND IMPROVE YOUR EXPERIENCE

STORE AND/OR ACCESS INFORMATION ON A DEVICE

Store and/or access information on a device

Cookies, device identifiers, or other information can be stored or accessed on
your device for the purposes presented to you.

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SELECT BASIC ADS

Select basic ads

Ads can be shown to you based on the content you’re viewing, the app you’re
using, your approximate location, or your device type.

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SELECT PERSONALISED ADS

Select personalised ads

Personalised ads can be shown to you based on a profile about you.

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CREATE A PERSONALISED ADS PROFILE

Create a personalised ads profile

A profile can be built about you and your interests to show you personalised ads
that are relevant to you.

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SELECT PERSONALISED CONTENT

Select personalised content

Personalised content can be shown to you based on a profile about you.

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CREATE A PERSONALISED CONTENT PROFILE

Create a personalised content profile

A profile can be built about you and your interests to show you personalised
content that is relevant to you.

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MEASURE AD PERFORMANCE

Measure ad performance

The performance and effectiveness of ads that you see or interact with can be
measured.

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MEASURE CONTENT PERFORMANCE

Measure content performance

The performance and effectiveness of content that you see or interact with can
be measured.

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APPLY MARKET RESEARCH TO GENERATE AUDIENCE INSIGHTS

Apply market research to generate audience insights

Market research can be used to learn more about the audiences who visit
sites/apps and view ads.

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DEVELOP AND IMPROVE PRODUCTS

Develop and improve products

Your data can be used to improve existing systems and software, and to develop
new products

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ENSURE SECURITY, PREVENT FRAUD, AND DEBUG

Always Active

Your data can be used to monitor for and prevent fraudulent activity, and ensure
systems and processes work properly and securely.

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TECHNICALLY DELIVER ADS OR CONTENT

Always Active

Your device can receive and send information that allows you to see and interact
with ads and content.

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MATCH AND COMBINE OFFLINE DATA SOURCES

Always Active

Data from offline data sources can be combined with your online activity in
support of one or more purposes

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LINK DIFFERENT DEVICES

Always Active

Different devices can be determined as belonging to you or your household in
support of one or more of purposes.

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RECEIVE AND USE AUTOMATICALLY-SENT DEVICE CHARACTERISTICS FOR IDENTIFICATION

Always Active

Your device might be distinguished from other devices based on information it
automatically sends, such as IP address or browser type.

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STRICTLY NECESSARY COOKIES

Always Active

These cookies are necessary for the website to function and cannot be switched
off in our systems. You can set your browser to block or alert you about these
cookies, but some parts of the site will not work.

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