I watched the Super Bowl sitting on my comfy couch, a pillow on my lap, perilously balancing a bowl with one too many chicken wings in it. My cold beer, Yuengling of course, was to my left and the clicker close enough, just in case I needed some more volume or to watch J Lo and Shakira shake it one more time.
But I was not alone. Millions of people around the world did the same thing. Collective experiences are a rarity in 2020, but the Super Bowl provides that. Which is why the ads that play during the game have grown into an event unto themselves.
One more thing before I get to my rankings of this year's Super Bowl commercials. To be in the ad business and have your work play during the Super Bowl is a major accomplishment. For my peers who made something that the world saw last night, congrats.
These are the ads I’d like to watch again and the ones I’m good never seeing again.
Hits...rewind and watch again
You gotta have a big car ad in there. For me Hyundai and Toyota delivered the goods in different ways. Hyundai had the star power, but it drove home a product attribute. While Toyota used production value and old movie tropes to drive home the benefits of their reliability.
Martin Scorsese, Jonah Hill and Coke would make you think you’re on to something. Just shows you all the money in the world does not make great advertising.
Jon Laughlin is group creative director for Milwaukee-based marking and advertising firm Laughlin Constable.