Of the 62, I felt about 13 (21%) were able to be rated "good" or higher, and that's a step up from previous years, so thank you, Madison Avenue or whomever produces these spots now.
I did notice a definite uptick in the number of celebrity endorsements this year. Seems like every product was able to find some Hollywood star, from M.C. Hammer to Rainn Wilson to Chris Evans and Sylvester Stallone and Sam Elliott to Bill Murray and Jason Momoa to shill for one product or another.
Some commercials were just baffling to me. The Planters "Baby Nut" commercial, for one. I had no clue what was going on. I found out later that Planters Nuts had apparently "killed off" it's monocle-wearing cane-toting Mr. Nut character as an homage to Iron Man's death in the last Avenger's movie. They stopped the campaign momentarily after Kobe Bryant's death, but re-started it for the Super Bowl, intending to bring the Mr. Nut character back in his entirety in the fullness of time. But the commercial itself was utter nonsense.
Another that baffled me was Audi's "Let It Go" with Maisie Williams. What an electric car has to do with a heatwave and a traffic jam is beyond me, aside from her getting to sing "the cold never bothered me, anyway" as a trade-off on her Game of Thrones WinterFell character. Surely I must have missed something.
I could go on ... Pringles, TurboTax, Heinz, Sabra's infamous hummus ad, Winona Ryder for Squarespace, Pop-Tarts ... please just make them stop. You have to wade through a lot of, well, god-awful tripe to find the occasional 30 to 60 seconds of creativity, wit, imagination, and a dash of heart.
Normally, I only give you my Top Five picks, because well, that's all I can find worrthy of presenting. But this year I'll run down my Top Ten because yes, there were that many that I thought were worth sharing. I should also mention that this year my wife watched every commercial with me and we voted together, averaging our vote when we disagreed.
#10 ... Walmart: Famous Visitors
#9 ... The NFL: Next 100
#8 ... Doritos: Cool Ranch
#7 ... Verizon: Amazing Things 5G Won't Do
#6 ... Rocket Mortgage: Comfortable
#5 ... Hyundai: Smaht Pahk
#4 ... Reese's: Take 5 Rock
#3 ... Jeep: Groundhog Day
#2 ... Amazon: Before Alexa
#1 ... Google: Loretta
I want to give the creative people from Tide's advertising agency a shout out. They spent their money well. All throughout the game poor Charlie was trying to get a stain out of his shirt and he kept popping up in other ads - for Bud Light/Knight, The Masked Singer, Wonder Woman '84, - and when he finally did get the stain out, well ...
I should also mention you can see all the ratings from all around the country for **all** the ads over at Ad Meter.
Until next year ....
Mark's Musings is published on an occasional basis but that may change without notice. This blog is considered to be a digital periodical publication and is filed as such with the U.S. Library of Congress; ISSN 2154-9761. I also enjoyed Anthony Anderson and T-Mobile's "Mama" commercial.