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Adweek editors are sharing their thoughts on the ads that aired during Super Bowl 58. Here’s how we rated each spot.
- Adweek Staff
Watch all of the ads from Super Bowl 58 in one place. And check out Adweek’s Super Bowl Tracker for the latest news about which brands are in or out of the Big Game in 2023.
- Apple — “1984”
- Wendy’s — “Where’s The Beef?”
- Coke — “Hey Kid, Catch”
- McDonald’s — “The Showdown”
- Budweiser — “Whassup?”
- Volkswagen — “The Force”
- Budweiser — “Respect”
- Pepsi — “Cindy Crawford”
- Old Spice – “The Man Your Man Could Smell Like”
- Noxzema — “Farrah Fawcett and Joe Namath”
The ad that broke all the rules and wrote a few new ones. Directed by renowned Hollywood filmmaker Ridley Scott, this spot is considered the first Super Bowl ad that was a more than a 30-second jingle and more like a short film. After it was broadcast (just the once), Super Bowl ads were expected to be elaborate, plot-driven commercials. Broadcast ...
“Where’s the Beef?” started out straightforward enough: as a way for Wendy’s to call out rivals McDonald’s and Burger King for skimping on their hamburgers. But the catchphrase quickly earned pop culture valence and was used to call into question seemingly anything appearing to lack substance. The 1984 ad, which was first broadcast in the days lead...
Voted the best Super Bowl commercial of all-time in 2011 by readers of Advertising Age, Coke’s “Hey Kid, Catch” told a full, heartstrings-pulling story in 60 seconds while setting the standard for featuring sports celebrities in commercials. The 1980 ad was so popular that the following year NBC released The Steeler and the Pittsburgh Kid, an hour-...
By playing off the famous rivalry between Michael Jordan and Larry Bird, “The Showdown” popularized the now-iconic basketball saying “nothing but net” in the middle of the biggest football game of the year. The catchphrase has become one of the most recognizable phrases in the sports world, permeating other pop culture arenas. Remakes and parodies ...
The ad textbooks tell you to put the product front and center, to make it inescapable. The point, after all, is to get people interested enough to buy whatever’s being shown. Beer ads in particular tend to show some sort of young, college-aged, aspirational lifestyle. But in Budweiser’s “Whassup” ad, the beer is subtle, in the background, almost be...
After not running a game day spot in over a decade, Volkswagen kickstarted a new era of Super Bowl advertising by unveiling “The Force” online the week before the championship. The early release—which has since become a widespread practice—created unprecedented pre-kickoff buzz around the commercial, helping it earn the titles of most-shared Super ...
Budweiser’s Clydesdales are a regular presence during the Super Bowl. But “Respect” stands apart. The ad—without narration—paid tribute to the victims of the Sept. 11 attacks. It also featured footage taken by the first film crew allowed to operate in the airspace above lower Manhattan since the attacks. Ten years later, Budweiser released an updat...
This 1992 ad capitalized on supermodel Cindy Crawford’s sex appeal while subverting viewers’ expectations by revealing the focus to be on Pepsi’s newly redesigned can—and not on Crawford (exactly). This year marks the ad’s 25th anniversary, and still it endures as a classic pairing of star power and marketing with a not-quite-unwholesome twist.
The absurdist, non-sequitur humor of Old Spice’s viral 2010 hit was made of and for the Internet meme era. The continuous-take commercial was a runaway success online, and cemented Old Spice’s distinctly off-kilter brand voice—where did those diamonds come from, anyway?—which remains intact today. The spot also keyed off and made a virtue of the un...
“Let Noxema cream your face” isn’t a tagline easily forgotten after seeing this bawdy 1973 commercial for Noxema shaving cream featuring legendary Jets quarterback Joe Namath and a pre-Charlie’s Angels Farrah Fawcett. (You may imagine the posternow.) All innuendo aside, the combined star power of two pop culture icons like Namath and Fawcett in thi...
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