Super Bowl LIX is not only a spectacle for football fans but also a platform for advertisers to showcase their creativity. This year, the game will see the Kansas City Chiefs face off against the Philadelphia Eagles, attracting millions of viewers worldwide. Beyond the game itself, the event is known for its star-studded halftime show, featuring Kendrick Lamar, and its highly anticipated commercials.
Mediaweek, an Australian media publication, surveyed creative agency leaders to gather their opinions on the Super Bowl commercials released so far. The ads have received mixed reactions, with some praised for their humor and creativity, while others have been criticized for being too predictable or lacking in substance.
Michelob Ultra's 'Ultra Hustle' commercial, featuring Willem Defoe and Catherine O'Hara, has been lauded for its cinematic quality and casting choices. However, some critics have found the ad to be a rehash of last year's 'Messi' commercial. Taco Bell's 'Photobomb' ad, featuring Doja Cat, has been met with mixed reviews, with some finding it to be a missed opportunity for deeper cultural resonance. Meanwhile, Dunkin' Donuts' 'The Bean Method' commercial, featuring Jeremy Strong and Ben Affleck, has been praised for its self-awareness and humor.