For many people, Super Bowl Sunday is all about the big game. For others, it’s an excuse to indulge in tasty snacks, though those ambitions are scaled way back this year. And the game always offers the spectacle of the halftime show.
A big part of the Super Bowl experience are the commercials, which can be funny, thought-provoking, or downright offensive. This year, advertisers face the particular challenge of meeting the moment, when many Americans are looking for escapism, but also looking for comfort after a rough year.
This year, a 30-second spot during the game comes with an estimated $5.5 million cost (down slightly from last year’s record-setting $5.6 million for a 30-second spot).
Here are the best (and worst) ads from Super Bowl 55.
Uber Eats
Wayne and Garth use all of the shameless ways advertisers use to convince people to support local restaurants: Cute babies; glamour shots; celebrity cameos; TikTok costume changes. It’s pretty funny. Of course, if you really want to support local restaurants, you’ll order take-out directly from your favorite eatery.
Jeep
Bruce Springsteen did a Super Bowl ad that was paid for by Jeep, but was actually an ad for the “ReUnited States of America.” If anyone can pull Americans together, it’s The Boss.
M&M’s
Dan Levy’s comedy “Schitt’s Creek” swept the Emmy Awards last fall. He just hosted “SNL.” And now he’s got a starring role in this light-hearted look at M&M’s bringing people together after a most un-civil year.
Bud Light Lemon Seltzer
2020 was a lemon of a year, alright. At Bud Light, they turned all those lemons into a citrusy seltzer. This spot hits the right notes of humor, with lemons raining from the sky, destroying wedding celebrations, travel plans and sporting events.
Paramount+
Talk about a lineup: Jeff Probst, Gayle King, James Corden, Beavis and Butt-head, Patrick Stewart, Dora, and... Snooki? We’d risk frostbite to journey up Paramount Mountain with this crew. And it was a smart idea to turn this into a serial throughout the game. Did it make you want to spring for one more streaming service, though?
Indeed
After so many people lost their jobs in 2020, Indeed offers an optimistic, inspirational look at a rebounding workforce. It’s all set to “Rise Up,” adding to the spot’s power.
Fiverr
No one expected any Super Bowl advertiser to send a political message this year. But the business consultation site Fiverr had plenty of fun with the ridiculousness of the Rudy Giuliani press event at Four Seasons Total Landscaping. It’s a funny spot about what to do when opportunity knocks.
Alexa
How can you make Amazon Alexa’s new look even more “flawless”? Make it look like Michael B. Jordan (with or without his shirt). Turning down the lights and drawing a bubble bath has never been so funny.
Doordash
Daveed Diggs teams up with Sesame Street gang for restaurant meals delivered to your door. It’s colorful, fun and fast-paced. Now, about those delivery charges ...
General Motors
Will Ferrell is outraged that Norway has more electric vehicles per capita than the United States, and he’s enlisting Kenan Thompson and Akwafina to settle that score. It’s not clear how this spot sells GM’s electric cars, but Will Ferrell is always fun to watch.
Squarespace
Website builder Squarespace scores a winner with Dolly Parton’s reworking of “9 to 5,” as “5 to 9,” a smart nod to how people are turning their side-hustles into full-time jobs. Look for the sly Dolly cameo.
FritoLay
The “‘Twas the Night Before Super Bowl” spot features Super Bowl legends of the past (Peyton Manning, Eli Manning, Joe Montana, Jerry Rice, Troy Aikman, Terry Bradshaw, Jerome Bettis, Deion Sanders), who are too excited about the big game to sleep. Marshawn Lynch narration is a spot on twist on the Christmas poem.
Nintendo Switch
There’s something infectiously fun about Serena Williams dancing to Earth Wind and Fire. Mind if we join in?
‘The Falcon and the Winter Soldier’
This Disney Plus show looks amazing. Headline: March 19.
Geico
Ugh! It’s taken us years to get Tag Team’s “Whoomp! There It Is” out of our heads. Now, thanks to insurance giant Geico, Tag Team is back again, dishing on dessert with “Scoop! There It Is.” We’ll have this song in our heads tomorrow … unfortunately.
Oatly
Oatmilk-maker Oatly could have hired a real singer for its Super Bowl spot. Instead, it let CEO Toni Petersson sing a cringe-worthy ditty that ends with “Wow, wow, no cow.” It left us shaking our heads. Wow, indeed.
Cheetos
Ashton Kutcher singing? It’s even worse than you imagine. Our ears! Our ears!
Alaska Airlines
Health and safety experts are practically unanimous on this: Now is a terrible time to travel, thanks to Covid-19. And yet Alaska Airlines touts all of its safety precautions, to the ’80s tune “Safety Dance.” It’s not the Alaska crews’ efforts that we worry about. It’s the other passengers. That’s a hard “no.”
Doritos
We think Doritos was trying to make a statement about how the 3-D version of its dusted tortilla chips make you feel like you’re living a full life. Another way of reading it: Doritos make you fat.
-- Grant Butler
gbutler@oregonian.com; @grantbutler
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February 08, 2021 at 06:35AM
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