NFL Super Bowl weekend is considered the biggest annual sporting event in the United States, with many Americans hosting watch parties and rooting for their favorite teams in front of their TV sets. It is, after all, the largest television event of the year.
This year’s game was broadcast live from Santa Clara, California, with the Seattle Seahawks and New England Patriots facing off for the title. Bad Bunny also made a striking statement with his Apple Music Halftime Show, featuring surprise guests Lady Gaga and Ricky Martin.
Although official numbers have yet to be released for Super Bowl LX, we can assume this year will draw hundreds of millions of viewers, similar to last year’s record-breaking audience of over 127.7 million.
More than just a sporting event, Super Bowl weekend is a premier destination for advertisers, with some paying between $8 million and $10 million for ad placements to gain visibility before a global audience. Today, we have rounded up the most interesting ads from this year’s Super Bowl.
Tell Me Why (T-Mobile’s Version) – T-Mobile USA (Panay Films)
For 13 consecutive years, T-Mobile has maintained its streak at America’s biggest sporting event, and this year, it went all out by tapping the Backstreet Boys for a reimagined version of their hit single, “I Want It That Way.”
Produced by Panay Films, the commercial was filmed inside the brand’s Signature Store in Times Square, New York, featuring real customers and posing the question, “Why is it better here?” The answer arrives as the iconic boy band performs the track with updated lyrics highlighting why T-Mobile is the superior choice.
“Tell me why? It’s America’s biggest network,” the group sang in unison, while celebrities like Druski, MGK, and Pierson Fodé made cameo appearances in the background.
Pringleleo – Pringles (BBDO New York)
Sabrina Carpenter is tired of boys, so she decided to create the man of her dreams, Pringleleo — a life-sized figure made entirely out of Pringles.
In the commercial, created by BBDO New York, Sabrina meticulously handcrafts her companion before taking him on dates, long drives, and even having him fetch her after a show. However, in a sudden turn of events, Pringleleo is tackled by a group of fans, sending hundreds of Pringles flying everywhere.
For nearly a decade, Pringles has consistently secured advertisement spots during the Super Bowl, and this year, the brand wanted viewers to experience “love at first bite,” just as Sabrina did.
Make It Poppi – Poppi (MIRIMAR)
Boredom is a universal struggle, but Poppi has the cure! Marking its third consecutive Super Bowl appearance, the prebiotic soda brand teamed up with “The Moment” stars Charli XCX and Rachel Sennott to bring some excitement on screen.
Set against the backdrop of mundane campus life, the ad, produced by MIRIMAR, follows a visibly bored student who decides to crack open a can of Poppi. To her surprise, her professor magically transforms into Charli, while Rachel makes a grand entrance from the ceiling to complete the transformation.
The Choice – Pepsi Zero Sugar (BBDO)
Pepsi has long been a major spender on Super Bowl advertisements, and this year, the brand decided to take a direct swipe at its primary competitor, Coca-Cola.
In the commercial titled “The Choice” — created by BBDO and directed by Academy Award-winning filmmaker Taika Waititi — a polar bear, the iconic mascot synonymous with Coke, participates in a blind taste test. To his surprise, the bear chooses Pepsi, sparking a humorous identity crisis that leads him to a therapy session with Taika himself to process the revelation. In the end, the bear ultimately decides that Pepsi is the better choice.
The Expert – Intuit TurboTax (R/GA)
Dealing with taxes is stressful, and Academy Award-winning actor Adrien Brody portrays that struggle in the most dramatic and poetic way possible — walking through the rain while somberly declaring, “The pain is coming.”
In the ad created by R/GA, a director eventually interrupts the performance, questioning why it has to be so dramatic when Intuit TurboTax is the expert in removing the hassle of taxes. The director advises Brody to try a jollier tone for the retake, but true to his serious reputation, the actor finds the request impossible and walks off the set.
Unavailable – Squarespace (Squarespace)
Academy Award-winning actress Emma Stone made her Super Bowl commercial debut this year, partnering with Squarespace for a memorable spot.
Produced by Squarespace’s in-house creative agency and shot entirely in black and white, the ad features Stone living on a deserted island where she repeatedly fails to secure the domain emmastone.com, eventually destroying several laptops in her frustration.
