Canadian Ad Insider

The Jury

Super Bowl LVII ads with highest score

(based on Jury scores)

Google -  #FixedOnPixel SB Commercial 2023 With Amy Schumer, Giannis Antetokounmpo and Doja Cat

Ranked - 1

Jury Commentary: 

• "Strong product integration that leaves viewers wanting the technology in their lives."
• "A great way to use celebrities which are natural to the idea without a forcefit and bring in thier more human element"

Rakuten -  The Extended Cher Cut With Alicia Silverstone

Ranked - 2

Jury Commentary: 

• "An amazing way to bring in nostalgia that is a natural fit with the product of Rakutan."

Tubi - Interface Interruption

Ranked - 3

Jury Commentary: 

• "One of the best of the year. Fun way to disrupt the game and create conversationa round Tubi great TV ad and insight brought to life in a fun and disruptive way"

Super Bowl LVII ads with lowest score

(based on Jury scores)

FAST X -  Official Trailer – Extended Cut

Jury Commentary: 

• "A great movie trailer for a movie that doesn't need a movie trailer."
• "Don't really consider movie previews part of the commercial content of Super Bowl. Its a cool way to preview movies, but they feel separate to the Ads"

BUD LIGHT HOLD | EASY TO DRINK, EASY TO ENJOY :60

Jury Commentary: 

• "One of the best of the year. Funny insight and dramatization that uses celebrity to bring a bit of additional fun and attention"

Skechers - Skechers x Snoop Dogg

Jury Commentary: 

• "Snoop Dogg, Martha Stewart and Tony Romo... there is something for everyone in this spot. Not convinenced it will sell more shoes."
• "Not sure what the idea was for this spot. Seems to be confused between a product ad and just celebrity wallpaper"
• "Doesn't really use Snoop to add any credibility to what role snoop plays in culture besides the fact that he is a man of many things"

Our jury voted on ads based on the following criteria: Innovation; Creativity; and 'Virality.'

Jury Commentary

What was your overall thought on this year's ads?

Steve - Overall good. Some unexpected commercials, and certainly some fun ones. Quite a bit of "nostalgia" this year, so maybe some younger viewers wouldn't get some of the nuances.

Rob - An amazing display of creativity and a good annual reminder of why Super Bowl are still relevant... for now at least.

Cat - Definitely not bad, but I wasnt blown away. Not going to lie, was kind of hoping for a repeat of the QR code - or something as 'ccontroversial' as that.

Is there any common theme or trend you noticed?

Steve - Quite a bit of "nostaligia" this year. Travolta, Silverstone, Martin, Stiller, and even Paramount getting in on it.

Rob - The use of celebrity has become the norm for Super Bowl ads - this year was no exception. It's hard to reverse this trend, but it would be nice to see more brands try something new.

Cat - Humour. Love that most of these had a good dose of humour. Special mention to Pepsi & Google who I think did the best job. 

Is there a ad (listed above or not) that really surprised you?

Steve - The Parmount one I would not have predicted ahead of the Superbowl, for sure.

Rob - Tubi's Interface Interruption spot reminds us that keeping things simple, and relatable can garner consumers and spur conversations. Tubi's ability to identify the related pain point of sitting on the remote was spot on.

Is there an ad (not in the Top 10) that you feel should have been there?

Steve - The Netflix EV ad was definitely a winner. Putting Ferrell into shows was fantastic.

Cat - Dunkin' Donuts! I thought that was a fun way to continue playing with Ben Afflecks love of the brand. It was short, sweet, and had all the star power a Superbowl ad needs.