Super Bowl LVIII Ad Review: Star Power vs. Stopping Power – Who Will Score Big?
LAS VEGAS, NEVADA – As the countdown to Super Bowl LVIII continues, the battle for the most impactful and memorable ad during the big game is heating up. With teasers from various brands being released, it’s becoming clear that some are playing it safe with star-studded nostalgia, while others are taking risks with current trends and borrowed interest.
One of the early front-runners, Doritos, and FanDuel have been praised for smartly tapping into football’s unifying appeal. However, as more brands release their teasers, a concerning trend is emerging – the confusion of star power with stopping power.
Hellmann’s revival of When Harry Met Sally with Billy Crystal, Meg Ryan, and Sydney Sweeney is being criticized as a $15 million exercise in nostalgia without purpose. While nostalgia can work, it needs to drive home a reason to care about the product today.
Michelob Ultra’s pickleball ad with Willem Dafoe and Catherine O’Hara is leaning into the current pickleball craze but risks being remembered for the joke rather than the brand. Booking.com and Instacart are also falling into the trap of borrowed interest, relying on familiar faces like the Muppets and grocery store mascots to carry their ads.
And then there’s HexClad Cookware’s ad featuring Gordon Ramsay and Pete Davidson in a sci-fi parody, which is being criticized for lacking a clear brand strategy.
As the clock ticks towards kickoff, the pressure is on for brands to break through, get noticed, and communicate a relevant message about their brand. The key to winning the Super Bowl ad game, according to experts, is understanding where consumers’ heads are at and connecting with them in a way that builds the brand, not just the buzz.
With the country’s polarization this year, the stakes are higher than ever. It remains to be seen which brands will rise to the occasion and score an impactful sales touchdown during Super Bowl LVIII.
