In the advertising world, Super Bowl Sunday is about anything but football. It’s about the commercials! Ad agency pros from throughout Chicago chatted with Screen about highlights and lowlights from the epic event…
SCREEN: What was your favorite spot of the Super Bowl?
HighDive Group Creative Director Patrick Burke: [I can’t vote for my own spots (Highdive’s two spots for Rocket Mortgage, starring Tracy Morgan), so I’d have to say it’s a tie between M&M’s “Come Together” and Amazon’s “Alexa’s Body.” Great concepts, writing, casting, direction, and editing. Both made me laugh, and were simple and memorable. Click here for more picks from Patrick!
Yessian Executive Producer Katie Overcash: Jeep “The Middle” – This spot was a beautiful example of a proper cinematic manifesto. It was beautifully shot and the score was exceptional. It was all the feels in a time when we need them. Click here for all of Katie’s Super Bowl picks and pans.
Cinematographer Christopher Rejano: As a cinematographer I’m always going to lean toward the thing that moved me visually. Coming from a narrative background I always look to then dramatic end of storytelling. So the spot that felt the most cinematic to me was the Jeep commercial featuring Bruce Springsteen. It was an immediate mood and every frame was gorgeous. Click here for more from Christopher!
Tessa Films Executive Producer Lisa Masseur: A surprise one for me – Toyota with Jessica Long’s story. I’m a sucker for stories with heart. Click here for all of Lisa’s Super Bowl picks and pans.
SCREEN: What was your least favorite spot of the night or a spot you felt could have been more successful?
VMLY&R Creative Director Brandan Jenkins: Tie. Between “Flat Matthew” and the flat performances of Mila and Ashton in “It Wasn’t Me,” Doritos and Cheetos both brought way too much cheese to the party. Click here for all of Brandan’s Super Bowl picks and pans.
Creative Director Scott Smith: There were a lot that I didn’t like for various reasons, but I’d have to the one that I remember to be my least favorite, was the Skull Shaver spot. I wasn’t sure if it was a parody spot or not. I was waiting for something funny to happen, but it was a real ad. Click here for all of Scott’s Super Bowl picks and pans.
Sundance Veteran Producer Mary Kay Cook: Oh dear, that Dr. Squatch spot… the VO dub was so off, and it was clearly influenced by the Old Spice campaign, but was a total miss for me. Click here for all of Mary Kay’s Super Bowl picks and pans.
SCREEN: What would you like to see more or less of in terms of advertising in next year’s Super Bowl?
Quriosity Executive Producer Qadree Holmes: I want to see the spots remain fun and entertaining. People want to laugh now and not see pieces that are so heavy. Click here for all of Qadree’s Super Bowl picks and pans.
HighDive Group Creative Director Patrick Burke: I’d like to see more baby goats wearing sweaters. I think there were literally no baby goats wearing sweaters on this years’ Super Bowl. Have you ever seen baby goats in sweaters? If you haven’t, stop reading now and Google it. They’re adorable. Click here for more from Patrick!
Casting Director Joan O’Connor: I’d love to see less celebrity centric spots. Though they are great, there’s something magical in the everyman relatability and the take-me-off-guard surprises that a spot that is not packed with celebrities brings. Click here for more from Joan!
Optimus Editor Emily Hayes: I always love when the celebrities you would least expect end up in a Super Bowl commercial. Would love to see someone out of left field! Hear what else Emily has to say by clicking here!
Cutters Editor Tim LoDolce: Keep the comedy coming! I hope that brands continue to push the boundaries and go for the laughs. The Super Bowl is typically a fun party atmosphere and fun to comment and laugh during the commercials. Click here for all of Tim’s Super Bowl picks and pans.