When it comes to the 100 million-plus viewers that will be tuning into the "Big Game" on Sunday for Super LVIII, a not-so-insignificant portion of that audience will either be tuning in to catch multiple glimpses of Taylor Swift, take in the halftime show, incessantly talk about the star-studded commercials, or perhaps all three.
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Often times, it's the game beyond the game that serves as the go-to saving grace for those who care very little about the teams playing in the Super Bowl, let alone the NFL in general. With a plethora of extra advertising time — and money — allotted for a monumental event like Super Bowl LVIII, there's always going to be plenty of distractions to appease the interests of just about everyone in the room at any given watch party.
Considering a 30-second commercial spot for this year's Super Bowl will reportedly cost $7 million, brands will be trying ridiculously hard to battle through the crowded room to leave a lasting impression. But with so many self-appointed advertising critics on social media intensely watching as they sharpen their prized digital knives, it's basically become mission-impossible to achieve anything close to widespread approval.
Given that Super Bowl commercials no longer come as much of a surprise since the lion's share of inventory gets posted to YouTube well in advance, what we have here is a review of some great spots that stood tall for one reason or another — along with teasers and trailers — to look out for come Sunday afternoon.
5. 'Tom Has Won Enough' from BetMGM
Featuring: Vince Vaughn, Tom Brady and Wayne Gretzky
What's great about BetMGM's "Tom Has Won Enough" commercial is that, for once, we have a gambling-related commercial featuring celebrities that's actually lighthearted and makes us laugh rather than be intensely shouted at about the greatness of whichever app is being promoted. Frankly, that's a formula that's become so forced, so tired, and so cliche across most major gambling sites and apps that it doesn't even matter which movie star is telling you to download the app and take advantage of the latest and greatest deal. The only thing it's managed to accomplish is become instant, drowned out noise. The type of noise we want over with immediately.
But the Vince Vaughn-Tom Brady combination — along with a cameo from Wayne Gretzky who got the green light from Vaughn to use BetMGM — makes for an entertaining exchange and goes far enough outside the typical lane of promotion that it's actually enjoyable.
Look no further than Vince Vaughn saying to Tom Brady's former babysitter, "well then you die with your secrets, no one likes a snitch," to realize his signature direct delivery was the right choice for this one.
The bonus? That A-plus fit from pool shark, "Tim Birdie." Absolutely electric and what TB12 should be wearing on Super Bowl Sunday, regardless of whether he's in attendance or watching from home.
via YouTube/BetMGM
4. 'Old School Delivery' from Budweiser
Featuring: Nostalgia
Not every multi-million dollar Super Bowl commercial spot is required to include equally expensive celebrities and send the budget flying into orbit, in what typically becomes an overdone effort in the desperate hope of sticking the landing.
Sometimes, a little nostalgia — or a whole lot of it — is the essential ingredient needed to complete the recipe and capture our increasingly distracted eyeballs. The iconic Budweiser Clydesdales, a fitting snowfall, and an attentive yellow Labrador Retriever victoriously leading the horses to a crucial bar delivery in "parts unknown" is basically how all of this madness with Super Bowl Sunday commercials began in the first place.
There's really no reason to ever change what will routinely hit all the necessary sensors.
3. 'Almost Champions Ring of Comfort' from M&M's
Featuring: Dan Marino, Bruce Smith, Terrell Owens and ... Scarlett Johansson
M&M's getting Dan Marino to do a commercial about not winning a Super Bowl already felt like an astounding victory right from the jump. The Dolphins legend hasn't exactly been in love with that topic over the years. Marino has showed as much on live television, looking like a guy about to murder Boomer Esiason with his eyes. But time tends to heal all wounds and so does money.
The inclusion of NFL Hall of Famer Bruce Smith, a guy who felt the unimaginable pain of losing four straight Super Bowls, also feels like another slam dunk of an appearance. There were probably more fitting choices other than Terrell Owens, but it's all fine and good because finishing the spot off with an unexpected appearance from Scarlett Johansson being reminded she lost two Oscar nominations in the same year was pure chef's kiss.
2. 'Hail Patrick' from Paramount+
Featuring: Tua Tagovailoa, Patrick Stewart, Creed and many, many others
To simply list the names of the stars cast in this commercial for Paramount+ feels like a task in itself, but we wouldn't want to leave anyone out. So, here it goes: Patrick Stewart, Creed, Drew Barrymore, Jeff Probst, Peppa Pig, Knuckles, Master Chief, Dora the Explorer and, nearly the hero of it all, "Hey Arnold!" Now that's one heck of a colorful group thrown together in order to make a valiant attempt over "Paramount Mountain" while also conveying the streaming service's wealth of viewing options.
When you throw in — pun 100 percent intended — frequently criticized Dolphins quarterback Tua Tagovailoa, who falls well short of the mountaintop with a mediocre toss of a grappling hook, we have ourselves a spectacular self-own on our hands. And that's before Scott Stapp and Creed show up at the midpoint with some "Take Me Higher" motivation in the name of willing the troops to unbridled glory.
The greatest part of all, however, is probably Stewart — clad in an old timey football uniform, complete with leather helmet — showing the play call on his wrist sleeve that reads, "THROW THE CHILD."
via YouTube/Paramount Plus
While this might sadly cause a little uneasiness with some viewers, let's not get too crazy here. The child of note happens to be a cartoon character named Arnold, and cartoon characters are not real. Deep breaths, people. Deep breaths.
1. 'Talkin Like Walken' from BMW
Featuring: Christopher Walken and Usher
It's not entirely clear how many brands end up approaching actor Christopher Walken to do commercials for unique moments like Super Bowl Sunday each and every year. The safe guess, however, is that the amazing artist who houses such a distinct way of speaking sees more than his fair share of ideas and concepts to look over. And wow, did BMW launch this one out the park like a towering Aaron Judge moonshot.
The 60-second "Talkin Like Walken" spot is exactly as the title implies. An array of people that Christopher Walken encounters throughout his afternoon that talk like Walken. This is the runaway winner and unless there's a special surprise on Sunday that has yet to be released to the masses, it will remain as such.
Take one look at Foo Fighters frontman Dave Grohl's expert-level achievement of talkin' like Walken, and it's quite clear how much people adore this man.
Dave Grohl’s story (and impression) of Christopher Walken asking whether the emphasis was on “Foo” or “Fighters” is absolute gold. pic.twitter.com/FCTYcRHIjx
— Tim Ryan🦤 (@TheSportsHernia) June 22, 2023
There's little doubt everyone at BMW who played a part in making this one happen is beyond excited for the audience response once it airs on Super Bowl Sunday.
Honorable Mentions
Actor Carl Weathers sadly passed away at the age of 76 on Feb. 1, but had already filmed a Super Bowl spot for FanDuel with Rob Gronkowski. Weathers had been teaming up with Gronk as of late in recent commercials for FanDuel, but it's hard to think of a more fitting final appearance for the brand than Weathers channeling his inner Apollo Creed in the above trailer for "Kick Of Destiny 2."
Weathers initially arriving on the scene with the words of, "You ready to do this?" and "You gotta let it go, Gronk!" in his signature stern style is just spectacular, while at the same time has us missing Carl Weathers all over again.
On a significantly lighter note, how about this 15-second teaser of a mustachioed Chris Pratt partaking in an old western-style stare down with storied Pringles mascot, Julius Pringles, aka "Mr. P"? Sign. Me. Up.
Whatever happens in these spots, greatness is fully expected because Pratt was fully locked in and dedicated himself to this one just like any other role he's played, because that mustache is 100 percent the real deal.
"I grew it out and shaved down the sides, and it curled up," Pratt said.
Adidas just launched a Patrick Mahomes takeover at the Sphere in Las Vegas ahead of the Super Bowl. pic.twitter.com/iKTFDxFTwC
— Nick DePaula (@NickDePaula) February 5, 2024
While not falling under the category of a traditional Super Bowl Sunday commercial, Adidas squeezing their creative juices into a raging river with this Patrick Mahomes takeover ad on the Sphere in Las Vegas this week was exceptional and certainly warrants mentioning.
The excellence of execution, as Bret "The Hitman" Hart would say. And probably a whole lot cheaper than CBS's Super Bowl asking price of $7 million.
