Colle McVoy’s Dustin Black Shares His Super Bowl Ad Faves and Flops

In the ad world, Super Bowl Sunday is about anything but football. Or even Taylor Swift or Usher. It’s about the commercials! We were honored to have Minneapolis-based agency Colle McVoy Executive Creative Director Dustin Black stop by Screen to share his take on the advertising artistry on display during the big game…

SCREEN: What was your favorite spot of the night?

DUSTIN: Tight writing and the perfect use of Patrick Stewart complemented with a Creed cameo. Paramount+ “Hail Patrick” spot had me laughing out loud a couple times. Throw the child! While the Paramount Mountain format has been around for a few years, I think this is the peak for its execution. Like good chili, every element was something people would be familiar with—the fresh combination made it much tastier than any individual part. Do yourself a favor and watch the two-minute version online.

And here’s that two-minute version for you…

SCREEN: What was your least favorite spot of the night or a spot you felt could have been more successful?

DUSTIN: Remember the seismic shift Tubi introduced last year with its innovative “Interruption” and “Rabbit Hole” spots? It reshaped our expectations and showcased what was possible with one simple execution. That was a leap forward, setting a new standard that this year, regrettably, has failed to live up to. This year seems to be the year of omnichannel executions. Brands are thinking multiple devices, streaming tie-ins, built-in QR codes, first-party data plays. They’re thinking about the many opportunities to engage with consumers before, during, and after kickoff. However, it often felt like the actual ads that aired during the game were a convoluted hatchet job of story that needed more time to unwind, banking heavily on extended online formats. While potentially rich in content, these formats often faltered in isolation, missing the mark on delivering the impactful punch that makes a commercial truly unforgettable.

SCREEN: What would you like to see more or less of in terms of advertising in next year’s Super Bowl?

DUSTIN: If your brand is truly in the Big Game, go big in the game itself. The standout commercials of this year were those that harnessed the power of brevity—crafting compelling, entertaining narratives within the confines of 30 to 60 seconds. They understood their medium intimately, delivering memorable messages that resonated well beyond their brief airtime. 

Thanks so much for chiming in, Dustin! Check back here at SCREEN for more insight and interviews from advertising creatives between the coasts. You can also click right here to subscribe to our weekly email newsletter.

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