The Super Bowl is the biggest stage in advertising, and naturally, the Gatesman team was deeply invested in every commercial break. With millions of viewers glued to their screens, brands brought their A-game (or at least tried). Our team tuned in for it all, breaking down our thoughts in real-time on X and polling our followers on Instagram Stories for their opinions on the Big Game’s spots.
We recruited four members of #TeamGatesman for our annual Instagram Live post Super Bowl debrief to give thoughts on the standout Super Bowl ads ranked by which scored big, which fumbled and which felt totally on-trend. The “captains” of the Live replay were Melissa Mader, PR/social account director, Grant Tollett, senior media manager, Matt Lawrenson, senior designer, and Brittany Jarke, senior account executive.
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Touchdowns: Super Bowl Commercials That Won the Night
Some brands understood the assignment and delivered ads that entertained, engaged and left a lasting impact. Here were a few front-runners for us:
- Google’s heartwarming AI ad struck an emotional chord. Instead of making AI feel impersonal, Google humanized its technology, making the product’s capabilities secondary to the storytelling—an approach that paid off.
- Michelob Ultra hit a winning shot with its Pickleball-themed ad featuring Willem Dafoe and Catherine O'Hara. It tapped into one of the fastest-growing sports in the U.S. while injecting humor and athleticism that made it a standout.
- The NFL’s Flag Football MVP spot had us out of our seats! The ad’s dynamic storytelling and female empowerment message resonated, proving that sports marketing doesn’t always need star quarterbacks to shine.
- Liquid Death’s rebellious energy stayed true to its brand with a cheeky, catchy and meme-worthy ad that will have us talking (and maybe second-guessing our drink choices) for a while.
Turnovers: Ads That Dropped the Ball
As advertisers, we know better than anyone that criticism comes with the territory—so our “turnover” rankings are all in good fun. From our seats, not every brand made it to the end zone. Here are the ads that left us scratching our heads (or covering our eyes):
- Tubi’s bizarre cowboy hat horror show divided opinions. While some admired its weirdness, others found it unsettling, and not in a good way. Their previous Super Bowl spot faking a TV glitch was brilliant. This year’s approach? Not so much.
- Totino’s Pizza Rolls’ alien mishap left us with one big question: why did they have to kill the alien? The E.T. homage took a dark turn that felt out of place for a lighthearted snack brand.
- Poppi’s influencer overload may have worked if it wasn’t for the controversy leading into the Super Bowl. The expensive influencer vending machine stunt overshadowed the ad, leaving many questioning the brand’s priorities.
- Coffee Mate’s unsettling tongue had us reconsidering our morning routine. While aiming for a viral, Gen Z-friendly approach, the ad may have alienated more coffee lovers than it won over.
The Big Trends: What Dominated Super Bowl LIX Ads
Every year, a few clear themes emerge. Here’s what we noticed:
- Female empowerment: From the NFL’s Flag Football MVP to Dove’s body confidence ad, brands leaned into uplifting women—a smart move, especially with a record number of female viewers tuning in.
- Aliens, everywhere: Doritos, Totino’s and even Pete Davidson leaned into extraterrestrial themes. Some executed it well; others, not so much (RIP, Totino’s alien).
- AI Takes the Spotlight: ChatGPT, Google and Coca-Cola all showcased AI in different ways, highlighting both its creative and practical applications.
- Nostalgia Still Wins: Whether it was “When Harry Met Sally” references or throwback celebrities, brands continue to tap into the comfort of nostalgia to connect with audiences.
- The Rise of X (formerly Twitter): Live engagement during the game seemed higher than in previous years, with brands doubling down on real-time social conversations.
Final Whistle: Our Takeaways
Super Bowl LIX gave us an ad lineup filled with highs, lows and plenty of debate. As the dust settles, we’ll be keeping an eye on which ads stick in the cultural conversation and which ones become forgettable fumbles.
