Director Britt Boardman Shares Her Super Bowl Picks and Pans

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 Chicago director Britt Boardman – who most recently helmed an episode of the beloved series South Side – stop by Screen to share their take on the advertising artistry on display during the big game…

SCREEN: What was your favorite spot of the night?

BRITT: I’m a big fan of simplicity in comedy, and of course Christopher Walken, so I’d have to say my favorite spot of the night was “Talkin’ like Walken.” His comedic reactions and the casting choices for the Walken impressionists were a total chef’s kiss in my opinion. We also got a little bonus Usher that actually referenced the Super Bowl, so it was very well-tailored to the audience.  

A close second would probably be the Reese’s Caramel Big Cup spot. I lost my mind with the extreme reactions and slapstick humor. There was also a bonus hula-hooping dog at the end, so I’m here for it.

Let’s take a look at that Walken spot right here…

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

BRITT: I think my least favorite was the Squarespace ad featuring Martin Scorcese.  I spent the longest time trying to figure out what product they were advertising. It could have been to stop looking at your phones, or to open your mind to extraterrestrial beings or several other iterations. But in the end, it was just an ad for websites. They tried too hard on a narrative and not on marketing the actual product.  I do love Scorcese, though. Don’t hate me if you’re reading this.

Here’s that Scorcese spot…

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

BRITT: More Anthony Hopkins content please! 

On the other side of the coin, I felt like too many ads were trying to make up for underwhelming writing with throwing as many celebrity cameos in as they could for a “wow” factor. I’m all for the ads like Michael Cera in the Cerave commercial, but did the Lionel Messi ad for Michelob Ultra need Dan Marino and Jason Sudeikis to advance the product knowledge? Not really. Did the Dunkin’ commercial with J.Lo and Ben Affleck really need Jack Harlow and Fat Joe added in? Not really. These celebs are fun to see of course and I’m definitely a fan, but it felt a little forced in a few spots. 

SCREEN: Any final words here, Britt?

BRITT: I want Reese’s peanut butter cups and fancy hotels and BMWs now, so they worked!

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

Click here for more about Britt’s latest work in the director’s chair.

Leave a Reply