Which Super Bowl spots did you love? Which did you not love? Let’s hear what the pros had to say! We were thrilled to have Cutters Studios Editor Michael Lippert stop by Screen after the game to present their picks…
SCREEN: What was your favorite spot of the night?
MICHAEL: It’s a hard one but I think Farmer’s Dog wins the night for me. I’m a sap. It just got me in the heartstrings, felt surprisingly authentic, and was a refreshing departure from the rest that relied on celebrities or big gimmicks.
Runner up: Sam Adams brighter Boston. Hilarious, simple concept, executed brilliantly with good talent.
Here is that charming and refreshing Super Bowl spot from The Farmer’s Dog…
SCREEN: What was your least favorite spot of the night or a spot you felt could have been more successful?
MICHAEL: Hellman’s John Hamm and Brie Larson was a missed opportunity. Two great talents, plus Pete Davidson. I think it would have been funnier if they’d left it at Pete saying, “I’m gonna eat you” and then not shown them all standing together at a party. But maybe that would have been a bit too morbid for the Super Bowl.
And T-Mobile with John Travolta was just cringe-worthy.
Ok let’s hop back in the fridge for a moment…
SCREEN: What would you like to see more or less of in terms of advertising in next year’s Super Bowl?
MICHAEL: Fewer random celebrities, more story. It’s really the best opportunity for brands to do something they wouldn’t normally do and therefore separate themselves from the pack. But having a celebrity doesn’t always equal success. You have to make it work in a narrative that surprises you in some way. I thought the Doritos Triangle spot and Workday rock star ads were successful in that way.
SCREEN: Any final words here, Michael?
MICHAEL: I thought there were actually quite a few fun ones. Binky Dad made me laugh. Google Pixel was fun. Will Ferrell and zombies was fun. Ram’s premature electrification spot was hilarious…
Thanks so much for chiming in, Michael! 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.