Super Bowl LVII is in the books, and that means it’s time to relive the best commercials from the big game.
Super Bowl LVII on Sunday saw an estimated 66 per cent of North Americans tuning in.
More anticipated in some households than the actual Super Bowl, or even the half-time show, are the interstitial advertising spots that break up the periods of play. No matter your level of engagement with the game or your football knowledge, everyone wants to watch the commercials. This year, iconic halftime show aside, the commercials were the most entertaining part of the broadcast.
In the PVR and on-demand generation of viewing, live-event advertising has become coveted ground — the most sacred and lucrative of which is Super Bowl commercial real estate — and this year the average cost of a 30-second commercial during the game was $7 million, up from $5.6 million in 2021. Inflation is real as the price was $4.25 million in 2015.
Despite the price, the biggest day in advertising brought back the usual suspects like M&M’s, Avocados from Mexico, Budweiser, Doritos, Taco Bell, Amazon, Tide, Skechers, WeatherTech, TurboTax, BitBuy and Pringles.
There are more new advertisers this year compared to last year’s Super Bowl. New big game advertisers included Dialpad, PopCorner’s and alcohol brands Crown Royal and Remy Martin.
Every year, Super Bowl ads are a time capsule that act as a social commentary on the issues and trends of the time. With this in mind, it was no surprise that Crypto, food, Auto, tech, entertainment, travel and health and wellness were the other sectors that featured prominently in ads. Anheuser-Busch is the biggest ad maker with four spots across the four quarters of action.
Here’s my (not so) definitive list of this year’s top Super Bowl ads. Weigh in on your favourites in the comments below.
60. Pizza Hut — Big New Yorker
Pizzas Hut shows off their biggest pizza yet for a low price.
59. Takis — Let the Heat Drop
The gameday snack showcases the heat that comes with consumption.
58. Priceline — Inflataboy
Kaley Cuoco stars in this Priceline ad and the company is expected to give away over $5 million of hidden travel deals with not just the TV spot but also digital ads across Facebook, Instagram, TikTok and YouTube that went live at kickoff, with additional savings unlocked during halftime.
57. ThriftBooks — Have it all
This 15-second spot tells the story of millions of new and used books being available for under $5.
56. TurboTax — Dancer
This commercial shows that you have lots of time to dance if your taxes are done for you.
55. Snapchat — Wait’ll You See This
Snapchat AR is on display in this commercial showcasing everything you can do with the social media app.
54. Bush’s Beans — Beautiful Bean Tryouts
Peyton Manning tries his hand at delivering the Bush Bean’s catchphrase. That’s it. That’s literally all that happens in the 30-second spot.
53. Old Spice — Soliloquy
The Old Spice swagger collection is on display via the Old Spice Mascot.
52. Downy — Call Me Downy McBride
After releasing a bunch of teaser spots with the face of their celeb actor hidden Downy revealed Danny McBride as the person to listen to DMX with while testing the claim that Downy is in fact unstoppable.
51. Experian — Happy Guy
John Cena is happy to be paying rent since he could raise his FICO Score instantly, free, with Experian Boost.
50. Heinz — LVII Meanz 57
For Super Bowl 57 Heinz is starting a movement to end confusing Roman numerals at LVIIMeanz57.com where you could win a limited-edition bottle of Heinz.
49. Busch — Cold + Smooth Survival Skills
The Busch Light spokesperson “Busch Guy” educates Canadian singer-songwriter Sarah McLachlan on what “shelter” truly means.
48. Dialpad — The Good Ai (Ai That Works for You)
Dialpad, the leading AI-Powered Customer Intelligence Platform, has its debut Super Bowl ad “The Good Ai” featuring 42 artificial intelligence references from the past and present showcasing the most pivotal moments in AI history.
47. Gatorade — Fast Twitch
Stephon Diggs and George Kittle star in this spot showcasing PepsiCo’s new sports drink tailored towards athletes in competition. NFL teams had early access to it through the season and now Fast Twitch is being rolled out in stores.
46. Fabletics Men — Outfits for every occasion
Kevin Hart is his hilarious self, promoting Fabletics sales.
45. 1800flowers.com — Love Stories
Real-life love stories remind us why we want to buy flowers for our significant others.
44. The Farmer’s Dog — Forever
The pet food company shows the value of a human’s best friend in this sentimental spot.
43. Avocados from Mexico — Make it better
What if Avocados replaced Apples? Scary Movie actress Anna Faris plays the biblical Eve in an ad for Avocados from Mexico that traces all the way back to the Garden of Eden.
42. Booking.com — Somewhere, anywhere
Melissa McCarthy gets carried away with big voices and big colours while on a musical tour of hotels and vacation rentals.
41. T-Mobile — New year. New neighbour
John Travolta, Zach Braff and Donald Faison team up for a Grease-themed musical about T-Mobile’s 5G home internet service.
40. Rakuten — Cher
Alicia Silverstone returns to her iconic role as Cher in Clueless for this ad for the e-commerce company Rakuten. The spot connects Silverstone with great fashion and her Clueless co-star Elisa Donovan.
39. Dexcom — It feels like magic
Pop star Nick Jonas promotes the Dexcom G7 Continuous Glucose Monitoring system which helps to manage all types of diabetes.
38. Peacock — Poker Face
Poker Face star Natasha Lyonne keeps it 100 while commenting on Super Bowl ads in a promo for the new Rian Johnson-led 10-episode “mystery-of-the-week” series on Peacock and CityTV Plus that airs every Thursday.
37. Pluto TV – Drew Barrymore Falling
Drew Barrymore free falls to demonstrate the level of drama on Pluto.
36. M&Ms — Yum
Maya Rudolph debuts as the new spokesperson for M&Ms by putting her face on the famous candies.
35. Sam Adams — Your Cousin’s Brighter Boston
This ad follows the series of “your cousin” ads from Sam Adams and includes daydreaming about a world where Red Sox fans and Yankees fans unite. Featuring Kevin Garnett.
34. Bitbuy — Scottie Barnes ‘C’mon Doug!’
Last year Bitbuy’s Super Bowl commercial starred former Toronto Raptor Kyle Lowry and this year’s commercial stars current Raptor fan favourite Scottie Barnes. This one-minute “super-sized” commercial ran exclusively on the Canadian broadcast of the Super Bowl. In the spot the NBA Rookie of the Year has been hired as Bitbuy’s new VP of Hugs & High Fives. Another strong display by one of Canada’s crypto and stock trading companies.
33. Budweiser — Six Degrees of Budweiser
In “Six Degrees of Budweiser” a six-pack is passed around from one person to the next, from a food truck worker to a music producer, and another playing basketball, until the last one is handed to the viewer, which is when the narrator, Kevin Bacon, reintroduces the brand’s iconic tagline, “This Bud’s For You.” The commercial introduces Budweiser’s focus on reaching a younger audience, according to a press release, in addition to highlighting the six degrees of connection between those with the same spirit, determination and beer. It’s also a bit of a play on the game Six Degrees of Kevin Bacon.
32. FanDuel Sportsbook — Training with Gronk
The $10 Million FanDuel Kick of Destiny during Super Bowl LVII is coming up and Rob Gronkowski has some training to do. Fortunately, Adam Vinatieri is ready to teach him how to kick, or at least try.
31. TD — Money ‘Taboo’
The first of these two Canadian Super Bowl commercials focuses on the mobile trading app TD Easy Trade, which is designed to help emerging, young investors
The second commercial aims to break taboos around talking about money by introducing viewers to TD as a trusted advisor.
30. Squarespace — The singularity
Adam Driver stars in this Squarespace ad where he ponders how Squarespace can be a website that makes other websites.
29. Bud Light Hold — East to drink, easy to enjoy
Miles Teller enjoys being on hold with his wife Kaleigh and his dog Bugsy because they can dance thanks to the hold they have on their Bud cans.
28. HelloFresh — Meal Selection Day
Neil Patrick Harris and David Burtka have a new family tradition on how they select their meals on game night.
27. Frito Lay — Road to Super Bowl LVII
The Manning brothers share snacks and drinks as they get set for the big game.
26. Michelob Ultra — Full Swing Gossip
Alex Morgan, Tony Romo and Ricky Fowler star in this ad featuring a cool concept where a QR code on Ultra cans unlocks early viewing of the first episode of the Netflix golf docuseries “Full Swing” for a limited time.
25. Skechers – All walks of life
The Skechers x Snoop Dogg commercial, aired in Canada and the US in the fourth quarter showcasing Snoop wearing Skechers’ Hands-Free Slip-ins. The commercial features Snoop’s hit “Who am I? (What’s my name?)” and cameos by fellow Skechers ambassadors Howie Long, Tony Romo and Martha Stewart. Skechers has been a perennial advertiser during the Big Game since first appearing in a spot starring Joe Montana in 2010.
24. BIC Lighters — The Most Borrowed Lighter
The EZ reach lighter is so in demand Willie Nelson gets caught borrowing from Snoop and Martha Stewart.
23. Workday — Rock Star
Everyone has had a boss that liberally calls people “rock stars.” Some literal rock stars like Ozzy Osbourne, Gary Clark Jr., Joan Jett, Billy Idol and Paul Stanley have had enough.
22. Rémy Martin — Inch By Inch
Serena Williams gives an inspirational speech in this ad for French cognac maker Remy Martin.
21. Dunkin’ Donuts — ‘Drive-Thru’ Starring Ben
Ben Affleck surprises fans at a Dunkin’ Donuts drive-thru. Featuring a cameo from Jennifer Lopez.
20. Pringles — Best of Us
Pringles teased their celebrity guest before revealing it was Meghan Trainor who has a cameo in the spot showcasing people from all walks of life getting stuck in Pringles cans.
19. Draft Kings — All customers get a free bet
Kevin Hart stars in this commercial which includes Tony Hawk, Ludacris, the Undertaker, David “Big Papi” Ortiz, Emmitt Smith, Lisa Leslie and Julius Erving.
18. PopCorners — Breaking Bad
PopCorners’ first-ever Super Bowl ad is based on “Breaking Bad” and reunited Walter White and Jesse Pinkman, while Raymond Cruz appeared as kingpin Tuco Salamanca. “Breaking Bad” creator Vince Gilligan directed the commercial and teaser videos. “Breaking Bad” super fans will notice original set pieces like the RV and Tuco’s wardrobe. No matter if you like the spot, the product speaks for itself. PopCorner’s are delicious.
17. Hellman’s — Who’s in the fridge?
Jon Hamm and Brie Larson play the role of “ham” and “brie” as Pete Davidson finds them stuck in a fridge filled with a giant jar of Hellmann’s mayonnaise.
16. DoorDash — We Get Groceries
Featuring celebrity chef Matty Matheson of Hulu’s hit series “The Bear,” Raekwon The Chef of legendary rap group The Wu-Tang Clan, and Nickelodeon’s stop-motion-animated Tiny Chef in DoorDash’s “We Get Groceries” campaign.
15. Paramount Plus — Stallone face
The streaming service’s Super Bowl ad is centered around “Tulsa King,” a crime drama airing now on Paramount Plus. Mariner, 911’s Lieutenant Dangle, Beavis and Butthead and Stallone’s daughters, Sophia, Sistine and Scarlet, also appear.
14. Subway — Behind the Greatest Memories of all-time: Subway Series
Derek Jeter, Stephen Curry, Patrick Mahomes and Tony Romo go behind the scenes of the 2022 draft of subs, with the Subway Series.
13. Pepsi Zero Sugar — Great acting or great taste?
Pespi produced two complimentary ads called “Great acting or great taste?” They feature actor and comedian Steve Martin and comedian Ben Stiller separately portraying what’s real and what’s fake.
12. Oikos Yogurt — Sanders Family Reunion
Deion Sanders leads his family in competition during their family reunion thanks due to the power of Oikos Yogurt.
11. Doritos — Jack’s new Angle
Rapper Jack Harlow gets inspired by the shape of the Dorito’s chip in this ad that includes cameos from Missy Elliott and Elton John, among other musicians.
10. Amazon — Saving Sawyer
A family helps their dog get over loneliness with the help of Amazon.
9. E-Trade — Baby Wedding
The E-Trade baby is back in another Super Bowl ad and this time he’s attending the wedding of a pair of other cute babies.
8. Publicis Groupe — ‘Monday’ working with cancer pledge
No commercial has a more important or more pertinent message. This company honestly showcases the realities of a cancer diagnosis. It promotes the fact that leaders from companies, healthcare providers, and non-profits across the globe stand together and pledge to provide a more supportive, and recovery-forward culture at work for people with cancer. More info can be found here.
7. Hyundai — Kevin Bacon goes full dad mode in the all-electric Hyundai IONIQ 6
Kevin Bacon shows off his dad energy and his excitement as a recent EV adopter even though his daughter isn’t impressed. This ad had 80 million views on Youtube minutes before kickoff.
6. Kia — Binky Dad
Maybe it’s because I’m a dad but this spot hit close to home and entertained. In this commercial a baby daddy goes beast mode to return his child’s “binky” pacifier, using the Kia Telluride X-Pro to do so while going viral.
5. Michelob Ultra — New Members Only
This Caddyshack-inspired commercial has Serena Williams and Succession star Brian Curtis going head-to-head in golf and Jimmy Butler dancing. What else do you need?
4. Uber One — One hit for Uber one
While creating a hit song for the Uber membership capability to save on rides and eats, Diddy calls in some favours from the likes of Kelis, Montell Jordan, Donna Lewis and Ylvis.
3. Google — #FixedOnPixel
Amy Schumer, Doja Cat and Giannis Antetokounmpo relive their photos the way they want to remember them with the Pixel 7 phones that can fix pictures they didn’t even take.
2. GM and Netflix — Why not an EV?
General Motors and Netflix have partnered to promote electric vehicles and a big part of that partnership is showcasing EVs featured in Netflix productions. Will Ferrell stars alongside Netflix stars from shows like Bridgerton, Stranger Things and Squid Game to showcase how the partnership will and won’t look.
1. Crown Royal — Thank You Canada
The No. 1 seed should be no surprise. Dave Grohl salutes everything great about Canada in this ad for Crown Royal.