Maybe you watch the Super Bowl to bond with family and friends. Maybe you watch it as an excuse to eat tons of food. Or maybe you watch because your favorite singer is dating the star player (Swifties, I’m looking at you).
One thing is certain: When the biggest game of the year cuts away from the action, viewers anxiously watch, waiting for a 30-second commercial that makes them laugh, brings a tear or leaves them scratching their heads in confusion.
Last year’s Super Bowl ended in a 40–22 bludgeoning, with the Philadelphia Eagles overwhelming the Kansas City Chiefs in their fifth Super Bowl appearance in six years.
Before we begin, it should be noted that beer commercials have been a long‑standing part of Super Bowl Sunday advertising.
Last year’s highlights
In no particular order, here’s a look at some of the best commercials from last February, according to Jesse Yomtov of USA Today.
- Budweiser — “First Delivery”
The central story of a determined young foal overcoming obstacles to make the delivery evokes admiration and emotional satisfaction. It’s a classic underdog tale audiences can connect with. Nostalgic music and idyllic rural visuals enhance the emotional pull, leaving viewers with the warm fuzzies inside.
2. Lay’s — “The Little Farmer”
Interestingly, the beginning of this ad mirrors the Budweiser spot, with something left behind. When a small potato falls out of the truck, rather than embarking on a quest like the young horse, the little girl plants and nurtures it, eventually harvesting a much larger potato to return to a Lay’s truck bed already full of other potatoes.
Once again, pathos dominates as the clear rhetorical strategy. The little girl’s innocence, dedication and resilience pull at our heartstrings, and we even get a happy ending, with the family enjoying the fruits of her labor — eating Lay’s chips together on the front porch.
3. Uber Eats — “A Century of Cravings”
Right from the start, Matthew McConaughey captures our attention — because, well, why wouldn’t he? The commercial’s central idea — that football was invented to sell food — is both humorous and absurd. Its structured, absurdist narrative makes it easy to follow and genuinely funny, while cameos or references to Kevin Bacon, Peyton Manning, Martha Stewart and others add cultural layers that appeal to a wide audience.
Each ad is designed to make you feel something: Budweiser with inspiration and resilience, Lay’s with tenderness and admiration, and Uber Eats with amusement.
Do you agree?
What goes into a good ad?
Forbes lists three key attributes of a good Super Bowl ad.
1. The ad clearly and convincingly communicates an element of competitive advantage about the product or service.
One of the examples provided is Hyundai’s “Smaht Pahk” from the 2020 Super Bowl, which plays on the New England accent and, more importantly to the Forbes argument, showcases the car’s ability to park itself.
2. The drama in the ad is connected to the product or service — like a young foal delivering a Budweiser beer keg to a local bar.
3. The ad engages and entertains consumers in a way that drives recall.
The article notes that Super Bowl commercials face the dual challenge of being easily understood and memorable, breaking through the clutter of competing media and entertainment.
One effective way to do that is to feature a celebrity — whether an athlete, musician or actor such as McConaughey.
Humor is another effective method, especially when executed well. For example, the Doritos “Time Machine” commercial is practically immortalized in my 13-year-old brain.
An example of both celebrity and humor is the 2010 Snickers commercial featuring the late Betty White.
Watching the Emmy-winning television actress, then 88, play football in the park was instantly memorable, as was the catchy “You’re Not You When You’re Hungry” slogan.
Ultimately, the best Super Bowl commercials are those that make viewers feel something while ensuring they remember something.
In a media-saturated world and a Sunday night filled with messages competing for attention, the brands that usually win are not those that shout the loudest, but those that tell stories worth retelling.
Early preview of what’s coming (spoilers)
Several advertisers will air commercials during Sunday’s Super Bowl, and the following are already generating buzz on social media — and for good reason.
One commercial features Sabrina Carpenter, who was nominated for six Grammy Awards earlier this week. And as usual, beer commercials continue their long, enduring presence at the Super Bowl.
Additionally, the faith-based campaign, “He Gets Us,” is promoting an ad that will appear in the second half of Sunday’s New England Patriots-Seattle Seahawks game.
The Budweiser Clydesdale will return in a spot titled “American Icons,” set to Lynyrd Skynyrd’s “Free Bird.” People are already raving about it on X.
Bud Light’s Super Bowl commercial this year features Peyton Manning, Post Malone and Shane Gillis attending a wedding that quickly goes downhill — quite literally.
Xfinity has a “Jurassic Park”-themed commercial featuring original cast members and scenes from the films.
Country singer Chris Stapleton will appear in a commercial for Traveller Whiskey, a brand he co-created. The spot will include footage from his 2023 Super Bowl national anthem performance.
Pepsi’s Super Bowl commercial features a polar bear, even though polar bears have been associated with Coca-Cola since the early 1990s. The advertisement concludes with a recreation of a viral concert moment from last summer.
Additionally, Carpenter has partnered with Pringles for a Super Bowl commercial.
Regardless of how the game turns out, the commercial breaks between touchdown passes and field goal attempts should provide ample entertainment throughout Sunday’s Super Bowl.