Yes, as a die-hard Eagles fan, I’m going to insert our anthem Fly Eagles Fly into this Super Bowl piece every chance I get. And after that game, how could I not?
Philly QB Jalen Hurts spoke with his arms and feet. His message? Respect me. And we should—after all, he was just named MVP of Super Bowl LIX. The Philadelphia Eagles left it all on the field, putting on a show as they manhandled State Farm spokesman Patrick Mahomes and his red-clad crew, including one of the best coaches in football, Andy Reid, and Tight End/Taylor Swift beau, Travis Kelce. The Chiefs were soundly grounded as the Iggles soared.
But what of the other competition? The Super Bowl commercials. Did they, ahem, fly? Or were they sent packing like the Chiefs? And if they did rocket up, which ones reached the stratosphere?
As a former advertising creative, I know firsthand that concepting and developing a Super Bowl spot is one of the most grueling tasks in the industry. Create. Get rejected. Create again. The scrutiny is intense—not just because of the massive audience, but because of who is watching. First, you have to impress your agency’s creative directors and account team. Then, you stand before your client, hoping to win over their eyes. And finally, you wait to see if the Super Bowl audience (some ecstatic, some devastated—looking at you, Chiefs fans) embraces your spot.
Like the Eagles, who were clearly on the same page, sharing and basking in a unified vision, you hope your 30-second masterpiece will do the same. But sometimes it does, and sometimes… not so much.
Take Doritos’ “Abduction” spot. By the Friday before the Super Bowl, the fan-made ad had already racked up 4.4 million views on YouTube. The absurd, physical comedy featuring a tug-of-war between a Doritos lover and an alien was a hit within the agency and with the client. But when it came to the actual audience? It didn’t even break the top 10 on USA Today’s Ad Meter. A failure? Hardly. But there were spots that resonated more with the Big Game crowd.
On the flip side, Pfizer’s “Knock Out” commercial—featuring a young boy, dressed in boxing gear, celebrating his victory over cancer to LL Cool J’s Mama Said Knock You Out—landed in the No. 10 spot on Ad Meter. Yet, in my house full of advertising and film people, it was a sleeper. One creative director quipped, “Wow, the hospital didn’t even give him a wheelchair when he left.” A female guest replied, “Yeah, insurance probably ate up that cost.”
As one anonymous creative posted on Glassdoor’s Fishbowl, “Score at halftime—Eagles 24, Copywriters 0.” Industry pros dissect, scrutinize, and analyze Super Bowl spots from every angle. The actual audience? They don’t overthink it. They like what they like.
Bottom line: Super Bowl spots, like the Eagles, sometimes align perfectly with client, agency, and audience expectations. And sometimes, they don’t.
This brings us to the fourth audience—the Reel 360 News team. Which spots won?
1. BRAND: NFL | “Somebody” | AGENCY: 72andSunny
What a remarkable spot this is – especially, existing in our current climate. In this spot, from 72andSunny, Demario Davis, Arik Armstead, and Adam Thielen team up with kids across New Orleans, not just to play, but to pave the way. It’s more than football—it’s about the NFL’s ongoing commitment to uplifting the next generation, creating real impact beyond the game. And with Super Bowl LIX set to take place in the heart of New Orleans, the message hits even harder: Every kid can be somebody if they have somebody to show them the way.
2. BRAND: Budweiser | “First Delivery” | AGENCY: FCB New York
First Delivery begins at the Budweiser Brewery, where the Clydesdale hitch prepares for a delivery. A young foal watches as the hitchdriver tells him he isn’t ready to join the team just yet.
As the wagon sets off, a keg tumbles from the hitch, unnoticed by the team. The foal, spotting the fallen keg, springs into action. Undeterred by his initial rejection, he begins an epic journey, nudging the keg through backcountry shortcuts in a determined effort to reunite it with the hitch.
As the hitch reaches a bustling bar in town, the driver notices the missing keg. Just then, the foal appears on Main Street, rolling the keg with sheer force and determination. With cheers from the Clydesdales and onlookers, the foal triumphantly rolls the keg through the bar door. The ad ends with the message “Delivering Since 1876” and a bartender pouring a round of fresh Budweiser, followed by the tagline “This Bud’s For You.”
Whether it’s through the lens of tradition or a story of youthful determination, First Delivery serves as a powerful reminder of Budweiser’s unwavering commitment to its fans and its enduring message of resilience and connection.
3. BRAND: NFL | “Flag 50” | AGENCY: 72andSunny
The NFL is taking viewers on a nostalgic trip to the 1980s in its Super Bowl ad, NFL Flag 50, which champions girls’ flag football and challenges outdated gender stereotypes. The two-minute commercial, created by 72andSunny, set to air right after the Apple Music Halftime Show, showcases a fictional high school where a determined girl defies expectations to build her own flag football team.
Starring real-life flag football athlete Ki’Lolo Westerlund, the ad follows her character as she arrives at a new school and faces off against the male football team captain. Despite initial resistance, she persists in forming her own team, proving that girls belong on the field just as much as boys.
4. BRAND: UBER EATS | “A Century of Cravings” | AGENCY: Special U.S.
For its fifth consecutive Super Bowl appearance, Uber Eats is served up a wild conspiracy theory courtesy of Matthew McConaughey—one that suggests football was invented to sell food.
In the spot, McConaughey embarks on a comical time-traveling journey, reimagining key moments in football history through a food-focused lens. The story kicks off in 1876 with the naming of the pigskin, then leaps through time to suggest that Buffalo (wings) earned a team for obvious reasons, players should be named after kitchen appliances, Peyton Manning’s Omaha calls were really about steaks, and this year’s Big Game venue—Caesars Superdome—was clearly inspired by a salad.
McConaughey wasn’t alone in his food-fueled football deep dive. The commercial features an all-star lineup of “famous conspirators,” including Martha Stewart, Charli XCX, Kevin Bacon, Greta Gerwig, and Hot Ones host Sean Evans, each adding their own spin to the absurd but delicious theory.
5. BRAND: BRAND JORDAN | “Love, Hurts” | AGENCY: Wieden+Kennedy
Nike has always been best when the brand is topical Few commercials last night managed to blend sports, soul, and storytelling as effortlessly as this one. Set to the smooth, unmistakable vocals of Philly legend Teddy Pendergrass’ Love T.K.O., the ad masterfully intertwines Jalen Hurts’ electrifying 2024 season highlights with a pointed, poetic narrative.
As the announcer rattles off the doubts and criticisms Hurts has faced—his ranking, his arm, his ability to perform under pressure—it becomes clear this isn’t just a highlight reel. It’s a statement. And just as the rhythm of the song carries the moment, Hurts’ own words—“Money is nice, championships are better”—cut through, cementing his mindset as a leader who plays for something bigger.
Then, in one final mic-drop moment, the screen fades to black. The words linger: “Hate that you got it wrong?” And just when the weight of it settles, the phrase “Love, Hurts” appears in bold red lettering. It’s a perfect punctuation mark on an ad that isn’t just about proving doubters wrong—it’s about rewriting the narrative entirely. With its seamless fusion of music, message, and emotion, this spot doesn’t just celebrate Jalen Hurts. It elevates him. Beautiful.
6. BRAND: REESE’S | “Don’t Eat the Lava” | AGENCY: Erich & Kallman
For the second straight year, Reese’s proves it knows how to deliver a Super Bowl ad that’s as irresistible as its candy. This time, the spotlight is on the Chocolate Lava Big Cup, and while last year’s Caramel Big Cup yell-fest set a high bar, this latest spot brings its brand of inspired absurdity. The premise? Pure comedic gold—a mob of thrill-seekers ditch common sense entirely, rushing toward an actual volcano to feast on molten lava instead of the delicious, gooey Reese’s version.
The execution is as wild as it sounds, packed with over-the-top high jinks and laugh-out-loud moments (scooter lady’s triumphant “It’s lava time, baby!” is an instant classic). Credit to Erich & Kallman for striking the perfect balance between chaos and clarity—ensuring the product remains the hero while the humor never lets up. Bold, bizarre, and brilliantly entertaining, Reese’s once again proves that when it comes to Super Bowl advertising, it knows exactly how to melt hearts.
Also notable, this was the only spot where I said to my friends, “That looks good. I want to try it!”
7. BRAND: RITZ Crackers | “RITZ Salty Club” | AGENCY: The Martin Agency
RITZ dropped its first Super Bowl spot—and it’s doing so with salt, sass, and star power. The beloved cracker brand is launching its first-ever Big Game commercial, inviting viewers to the “RITZ Salty Club,” a surreal lounge where the saltiest personalities come together to revel in their shared snark.
Leading the charge are Aubrey Plaza, Michael Shannon and Bad Bunny, all known for their deadpan wit and delightfully salty personas. The commercial, created by The Martin Agency, Gifted Youth, and PXP, was directed by Jake Szymanski, known for his tongue-in-cheek comedy in previous Super Bowl ads. With this campaign, RITZ is stepping into a new era—blending pop culture, humor, and nostalgia while staying true to its legacy as the snack that brings people together.
8. BRAND: NIKE | “So, Win” | AGENCY: Wieden+Kennedy
After 27 years, Nike’s long-awaited return to the Super Bowl stage was nothing short of spectacular. The 60-second creative was a masterclass in empowerment, celebrating women athletes through the words of their critics—only to turn every doubt into undeniable triumph. With rapper Doechii delivering a sharp, rhythmic voiceover, the ad highlights everything these athletes are told they can’t do—only to show them doing exactly that.
Featuring powerhouse talents like Caitlin Clark, Jordan Chiles, Sabrina Ionescu, Sha’Carri Richardson, A’ja Wilson, and Sophia Wilson (formerly Sophia Smith), the spot seamlessly blends intimate close-ups and high-energy game footage under the direction of Kim Gehrig.
Each moment is crafted with intention, from the powerful flex of Ionescu’s growing wall shadow to the sly, knowing humor woven throughout. The writing, brimming with contradiction and poetic cadence, gives the piece its driving force, turning doubt into defiance and expectation into excellence. The result? A standout sports ad that reaffirms Nike’s resurgence in the advertising world and delivers one of the most memorable, inspiring moments of the Super Bowl.
9. BRAND: Michelob ULTRA | “The UItra Hustle” | AGENCY: Wieden+Kennedy
The hilarious 60-second spot, directed by Stacy Wall and created by Wieden + Kennedy New York, features an unexpected duo—Willem Dafoe and Catherine O’Hara—who bring their signature charisma and comedic timing to the pickleball court.
They take on all challengers, deploying clever tricks and unexpected moves, outplaying opponents, and collecting Michelob ULTRAs along the way. Adding to the mix, the commercial features appearances from NFL legend Randy Moss, WNBA star Sabrina Ionescu, and Olympic gold medalist Ryan Crouser.
REELated:
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10. BRAND: HELLMAN’s | “When Sally Met Hellman’s” | AGENCY: VML
Oh, yes, yes, mmm YES! Hellmann’s delivers a Super Bowl LIX commercial that’s as deliciously satisfying as the condiment itself. When Sally Met Hellmann’s reunites the iconic duo of Meg Ryan and Billy Crystal, 35 years after When Harry Met Sally, in a pitch-perfect homage to one of cinema’s most legendary scenes.
Set in the famed Katz’s Delicatessen, the ad brilliantly revives their beloved chemistry, seamlessly blending nostalgia with laugh-out-loud humor—all while making Hellmann’s mayonnaise the undeniable star of the show. It’s a masterstroke of marketing, proving that some classics only get better with time.
The Eagles are predicted to win Super Bowl LX. You can be sure I will be there watching and cheering not just for my team. But for great spots as well.
For all of Reel 360 News’ Super Bowl coverage, click here.
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Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1
