Football is only part of the story on Super Bowl Sunday, when even the sports-averse tune in for the half-time show – and, yes, the commercials. This year, in advance of the Patriots and the Eagles’ face-off, brands have taken a cue from the Trump White House and leaked their best stuff for public consumption. From spots featuring celebrities like Cardi B and Matt Damon to ones that might make you cry, here are some of the most notable commercials to preview before the game.
Alexa, which company is rolling out some of the funniest ads of the year? Amazon capitalizes on the yelling-at-robots trend with ads that answer the question, “What would it be like if Cardi B, Leslie Jones or JB Smoove took over Alexa duties for the day?” Also featuring Amazon head Jeff Bezos, the resulting ads brilliantly showcase the tech phenomenon with an inspired group of beloved personalities.
Set to the soundtrack of Will Powers’ quirky “Make It Happen,” Squarespace makes a Super splash with Keanu Reeves nonchalantly riding, and then standing on top of, a motorcycle during a ride through the desert. It follows up the website-building service’s 2017 spot starring John Malkovich, which subsequently snagged the Emmy for Best Commercial last year.
When it comes to brand awareness, Coke takes the cake (or bottle). Their 60-second Super spot encapsulates all of the different kinds of Cokes under the sun and equates them to… people, we guess? Whether or not the spot is hawking the diet destroyer that is soda, the diversity-celebrating sentiment is a positive one. Extra points for the ad’s cinematic cinematography.
Wow, Bill Hader. Wow, Pringles. Wow. Wow. Wow.
“Fear is not an option!” So says football great Peyton Manning in a roller coaster of an ad for Universal Orlando’s Florida resort. Boasting nods to everything from Transformers to Harry Potter (complete with Manning in a Potter-style scarf), the spot envisions what exactly a theme park trip alongside Manning would be like, Minions included.
Let’s face it: if Danny Devito were reading the phonebook, he’d make it amusing. So it’s a delight to see the actor as the human embodiment of the red M&M – and ask confused passersby, “Do you want to eat me?” Yes. Yes we do.
In 2014, Budweiser released a heart-wrenching military-themed ad featuring the singer-songwriter Skyler Grey crooning her track “Coming Home.” Four years later, Grey and the beer giant have teamed up again with another tender spot in which Grey covers Ben E. King’s “Stand By Me” and touches on disaster relief after a year full of hardship.
From one beer giant to another, Stella Artois tackles their big game exposure in a similarly compelling ad. Teamed up with Water.org, the commercial features Matt Damon with a plea to raise funds to provide clean drinking water to those in need. Free of bells and whistles, it’s a stellar way to capitalize on the immense amount of eyeballs glued to the screen on Sunday.
Munchie kings Doritos and Mountain Dew team up, and recruit Peter Dinklage and Morgan Freeman to bust out their fiercest hip hop lip-syncs to verses courtesy of Busta Rhymes’ “Look At Me Now” and Missy Elliott’s “Get Ur Freak On” – complete with cameos by the respective rappers. The entire thing is, well, fire.
One of the biggest Hollywood breakouts of the past year, Tiffany Haddish hawks Groupon in its 2018 Super spot – a gig she scored after relaying a memorable story about using the service on Jimmy Kimmel Live. The resulting ad has it all: JHaddish’s infectious laugh, a couple of football players, and a classic hit-to-the-crotch to make the Three Stooges proud.
Chris Pratt stars in this meta-Michelob commercial that showcases the movie star getting ready to star in, well, an advertisement for Michelob. While it’s full of funny moments, the sexiest highlight is no doubt a glimpse of Pratt’s buff body sans shirt. Cheers to that.
Last year, Avocados from Mexico memorably exploited the comedic talents of Jon Lovitz. For 2018 they brought the idea of living in a bubble to life and turned to another beloved comic, Chris Elliott. The resulting ad is both super weird and successfully induces a guac craving.
This one is odd as bleep. From air freshener company Febreze comes this spot where “Bleep don’t stink” is repeated over and over. It’s funny at first, and then it isn’t, and then it is again… What the bleep?