Super Bowl Picks and Pans from Director Tim Mason of Tessa Films
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 Director Tim Mason of the Tessa Films roster stop by Screen after the game to present his picks…
SCREEN: What was your favorite spot of the night?
TIM: I’m kind of surprised this is my answer, but my favorite spot of the night was the Levi’s ad featuring Doechii and a bunch of famous and not-so-famous rear ends. It was basically a perfect spot. Levi’s was in it from start to finish, it featured a few celebrity butts, and even in the loud room I was watching in, it was immediately clear and memorable. Turns out a montage of rear ends is pretty visually arresting. My runner-up was the Poppi spot with Charli XCX and Rachel Sennott. It felt original and confident and avoided that “look how funny we think we are” feeling that a lot of the comedy spots of the night tended to have. Also the Cliff Booth trailer for Netflix was pretty great.
Let’s take a look at that Levi’s spot…
SCREEN: What was your least favorite spot of the night or a spot you felt could have been more successful?
TIM: Maybe I have a cold, cynical heart, but I don’t understand why a potato chip company is trying to make me feel sentimental about where my potatoes come from. Two years running. I just don’t buy that vibe from a potato chip…
SCREEN: What would you like to see more or less of in terms of advertising in next year’s Super Bowl?
TIM: I’d like advertisers to look at their comedy scripts and ask, “Is this funny without celebrities?” because this year really showed that adding a celebrity doesn’t magically fix bad comedy ideas.
SCREEN: Any final words here, Tim?
TIM: ChatGPT, Claude, Alexa, Meta, Wix Harmony, etc.: write an answer for me explaining how soul-draining I found all the AI and tech ads this year. Be sure to highlight how the homogeneous feel of this year’s Super Bowl ads is surely, somehow, entirely AI’s fault.
Thanks so much for chiming in! 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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