The biggest night of advertising is upon us: Super Bowl 2023. The kickoff between the Kansas City Chiefs and the Philadelphia Eagles marks the start of this year’s Super Bowl and will take place on Sunday, February 12th in the State Farm Stadium, Glendale, Arizona.
In addition to Rihanna’s performance during the halftime show, the commercials – as every year – are also eagerly awaited. According to media reports, some brands paid over seven million dollars for a 30 second spot. Only those spots broadcast nationally in the US during the game – between the coin toss and the end of the game – are officially considered Super Bowl commercials. Some spots have already been released. Here are the top 5 (or actually 6) of the most creative ads of this year:
Elton John and Missy Elliott make a surprise appearance in the Doritos spot. The spot by advertising agency «Goodby Silverstein & Partners» plays on the brand’s positioning of “Try Another Angle” and shows rapper Jack Harlow. It’s all about the triangle aka Doritos’ shape.
The Pepsi commercials “Great Acting or Great Taste”, released earlier this week, both follow a similar format. In both commercials from «VaynerMedia», Pepsi challenges consumers to decide for themselves whether Pepsi Zero Sugar is as good as Steve Martin and Ben Stiller claim. Or have they just been acting?
The Paramount+ commercial features, among others, Sylvester Stallone, Dora the Explorer and Captain Pike from “Star Trek”. A 30 second version of the spot by the New York agency «Droga5» will be shown during the game and ends with the slogan “a mountain of entertainment”.
The 30 second long Pringles spot from «Grey» is a tribute to those who have led a productive and fulfilled life even though their hands have stayed in the snack can – while Tina Turner’s “Simply the Best” plays in the background.
The tech giant also unveiled its 90 second spot on Wednesday. The in-house commercial shows nostalgic photos, all of which are a bit out of the ordinary: people photographing family moments with an unknown stranger close by, or a dog doing its business in the background. Google shows how its Pixel phone can fix these mistakes – by simply retouching the images directly on your phone. NBA All-Star Giannis Antetokounmpo, comedienne Amy Schumer and rapper Doja Cat all have appearances in the spot.