The Super Bowl is considered by some to be the most anticipated sporting event of the year. Super Bowl LII had an estimated 103.4 million viewers watching. That’s around a third of the U.S population, blowing the World Series and NBA finals view count out of the water. Naturally, such an enormous game appeals not only to the football fans at home, but corporate America as well. Commercials during the championship game provide huge opportunities for companies to show off their product, but unlike normal commercials, these commercials are something special. They are something that some may believe to be just as anticipated as the game itself.
In 1973, an advertisement for Noxzema Shaving Cream featuring Joe Namath, pro football player, and Farrah Fawcett, famous actress, during Super Bowl IIV started a cultural phenomenon known as the Super Bowl commercial. Since then, commercial breaks during the game have created a show of their own by providing comedy, famous movie stars, athletes, and catchlines. Every year, businesses landing time slots have a little competition of their own to see who can make the best commercial. Corporations like Mountain Dew, Doritos, Old Spice, Coca-Cola, and Budweiser are known for creating some of the most memorable moments throughout the super bowl’s history.
This year, the Philadelphia Eagles went head to head with the New England Patriots in Super Bowl LII, in a game that will go down in history for Philadelphia as the city’s first super bowl win. It seems like every commercial this year had a big name star in it. Keanu Reeves with SquareSpace, Jeff Goldblum with Jeep, and Chris Pratt with Michelob Ultra to name a few who received their own designated commercials. As amusing and humorous as these commercials may be, it’s conflicting to say whether they’ll be as remembered as commercials from the past. Future generations might not connect with these current stars just like millennials and generation Z have trouble connecting with the stars from the 70s. It’s kind of lazy and uninspired to just stick celebrities in a commercial as reason not to think. Looking through some of the most famous commercials in history, most of them don’t have movie stars or famous athletes. They’re relatable to everyone, whether you were born in 1950 or 2000.
Although the commercials for Super Bowl LII might not go down in history as some of the greats, they were still far above average. Last year’s commercials were unoriginal and unmemorable, so this year was definitely an upgrade. The “It’s A Tide Ad,” featuring Stranger Things star David Harbour was one of the funniest commercials of the year for its originality and loveable star. Speaking of loveable stars, Morgan Freeman and Peter Dinklage teamed up for their Mountain Dew/Doritos commercial where the stars have a lip sync battle. Morgan lip syncs Busta Rhymes while Dinklage lip syncs Cardi B. This commercial is rated by most websites as the best commercial of the year, and that’s hard to disagree with. However, not every commercial was a hit. The Bud Knight Budweiser commercial was pretty lousy considering the first Bud Knight commercials started long before the Super Bowl. The “Dilly Dilly,” catchphrase is polarizing between viewers and one can only hear it shouted by college frat boys so many times before becoming old.
So what’s in store for the future of super bowl commercials? Will famous actors always be littered throughout the super bowl time slots as they have in the past? It’s very likely, but who knows? The only way to find out is to watch. Oh, and there’s a championship football game to watch too. That’s a good bonus.