Our Take: “Big Game” Ads That Stole the Show

With the average cost of a 30-second ad sitting at $6.5 million, it’s pretty important that brands make a splash during their spot. Check out our team’s take on which ads stole the show.

From Snoop Dogg’s half-time outfit to arguing over whether Joe Burrow is a TRUE Buckeye, we know there’s a lot to talk about when it comes to the Big Game. But, as a marketing and communications agency, we feel it’s our duty to share our take on this year’s ads that stole the show. (However, if you want a breakdown of our take on game-day fits, let us know. We see you, Joe Burrow. 👀)

With the average cost of a 30-second ad sitting at $6.5 million, it’s pretty important that brands make a splash during their spot. Check out our team’s take on which ads stole the show.

Chris Coe

Creative Director

“My favorite ad from "The Big Game" goes to ‘Start Your Impossible’ from Toyota. It actually came out during the Winter Olympics, but this was the first time I saw it. Following last year’s beautifully done commercial about Paralympian swimmer Jessica Long, this year we learn about the McKeever brothers, Brian and Robin.

Everything about this 60-second spot has you engaged and glued to the screen as we watch Brian receive the diagnosis of a life changing eye disease, and witness the love and determination of his brother helping to pull him out of despair and into the light as they work together to achieve amazing things (10 medals) as paralympic cross country skiing athletes.

Nothing beats an engaging, heartfelt, human story of rising to a challenge with grit, determination and love. Damn, there must be something in my eye again.”

Sarah Fogel

Account Manager

“In a virtual age where many of the biggest commercials were leaked online earlier in the week to provide social fodder, one commercial was kept under wraps, which led to the shock value and excitement for fans of the iconic television show, The Sopranos.

This year's Chevy Silverado EV Super Bowl commercial "Next Generation - Chevy Silverado" was likely the closest thing to a resolution we're ever going to get — and one that made you smile because it showed that Tony's children, Meadow and AJ, survived an ending that left everyone questioning the outcome. The commercial used the original music and mirrored many of the same shots from the original show, but instead of Tony being in the spotlight, it was Meadow in a more modern spin. Noticeably different was the shot of the NYC skyline in her rear view mirror, which now features the Freedom Towers where it had previously shown the Word Trade Center and all of the technology featured in the car, including the automatic EZ-pass that was used to enter the New Jersey Turnpike — making her whereabouts very trackable in comparison to her father who, given the nature of his business, tended to avoid technology all together. I'm not rushing to purchase an electric Chevy Silverado, but it created a sense of nostalgia for a very beloved show and for that reason was one of my favorites.”

Laura Baird

Senior Account Executive

“While the outcome of this year's Big Game was less than ideal for Ohioans, the highly-anticipated commercials were our saving grace. Among my favorites were those from Coinbase and Meta Quest 2 as each invoked a sense of nostalgia. The Coinbase commercial spoke to those who watched too many DVDs and, along with QR codes we've used throughout the pandemic, was a brilliant way to capture attention and inspire quick action. For former Chuck E. Cheese lovers, Meta Quest's use of the animatronic dog tapped into consumers' emotions while also highlighting a product new to the marketplace. Overall, it's interesting to see how brands are speaking to multiple generations in 60 seconds or less—and is a great reminder that simply selling the features of your product no longer meet the mark.”

Kat Ricketts

Account Executive

“I've been seeing a lot of people online saying they didn't like the Meta Quest 2 commercial, but it was the only one that really grabbed my attention and held it until the end. First, the animatronic dog was a bit nostalgic for me, probably because I spent quite a bit of time at Chuck E. Cheese's as a kid, but second, I was really interested to see where the story was going to go because Five Nights at Freddy's has been trending on TikTok lately. They ended up taking it the cute route rather than making it creepy, taking viewers on a rollercoaster of emotions wondering what was going to happen to him. I was fully invested and even said to my husband "isn't anybody going to save him???" followed by a relieved "awwww" when he was reunited with his friends by virtual reality. 10/10 would watch a feature-length film version of this commercial.”

The Rams may have taken the top prize this year, but these brands took the top spot in our marketing hearts.