Execs from Energy BBDO, AKKURAT, Hue & Cry and MAS offer thoughts on Super Bowl ads

Amid Tom Brady and the Tampa Bay Buccaneers‘ systematic dismantling of the Kansas City Chiefs and Patrick Mahomes during Super Bowl LV, a few commercials aired. A total of 57 to be exact. At $5.5 million per 30 seconds. USA Today’s Ad Meter ranked Rocket Mortgage and Tracy Morgan as the top one and two. And Reel 360 editor Colin Costello crowned the divisive Jeep spot as the outlet’s number one spot.

But what did others in the industry have to say? Here’s a round-up of some thoughts.

Dan Kuypers, Energy BBDO Executive Director of Music:

“This year’s Súper Bowl ads featured lots of big score, rerecords and a few memorable jingles as well.  A CEO of a non-dairy milk company serenaded us with a Casio keyboard in a field of Oats and Shaggy played mediator to Ashton Kutcher and Mila Kunis’ Cheetos conundrum.  

Nick Jonas, Shaggy, Drake, Bruce Springsteen, Lil Nas X, Daveed Diggs, Lil Baby and Carbi B (with Wayne and Garth – schwing) all made appearances, but the one who stole the show for me was Lenny Kravitz and his tune It Ain’t Over Till It’s Over, taking us back to 91 and reminding us that we’re all inherently rich.”

Rocco Kopecny and Andreas Roth, AKKURAT Studios :

“Knowing that the Super Bowl is the champions league for everyone working in advertising, we think it’s also an important stage and occassion to raise awareness for important topics, besides the usual entertaining part of good advertising/commercials.Brands, clients and agencies should consider this as a chance – especially in these tricky times.

We’ve selected a list of films which sticked to our mind because of their execution, emotional story and message or just funny concept – have a look attached.”

The Best

Toyota – “Upstream”

Ford – “Finish Strong”

Indeed “The Rising”

Chipotle “Can a Burrito Change the World”

AB InBev “Let’s Grab a Beer”

Best Laughs

General Motors “No Way Norway”

Doritos “Flat Matthew”

Amazon ” Alexa’s Body”

Scott Friske, Executive Producer Hue&Cry

GM EV “No Way, Norway”

Such a great idea from the teams at McCann Detroit/McCann WorldGroup and Commonwealth. Maybe the greatest accomplishment of this piece is that everyone allowed Will Ferrell to be Will Ferrell.  

The script is funny, the performances are effortless, it’s beautifully shot, and the message is driven home with a simple graphic. Kudos to director Jake Szymanski and everyone involved.

ALSO READ: Complete list of all our Super Bowl coverage. Enjoy!

James Alvich President MAS – MAS – Music and Strategy

Anheuser-Busch In Bev

Anheuser-Busch’s spot had me getting sentimental. David Fincher did fantastic work in creating an ad that flawlessly captures a snapshot of our desire to unite with friends and colleagues; where getting back to normal and saying “Let’s grab a beer” is possible again. It hit home for me and had me reminiscing. We’ve all lost so much over the past year, but yet remain hopeful for what’s to come.  

Jimmy John’s

I’m really loving Anomaly’s Craig Gillespie-directed spot for Jimmy John’s. It’s creative, humorous, perfectly executed, and packs the punch with some serious production value. Brad Garrett always brings that comedic value, too, and really shines as the commercial’s star “Tony Bolognavich.”

Michelob Ultra

I love the fact that Michelob Ultra’s “Happy” spot uses A Tribe Called Quest’s “Can I Kick It.” It’s truly one of my favorite songs from growing up. Additionally, the sample of Lou Reed’s classic “Walk On the Wild Side” had me nostalgic. It’s another favorite track and I think does justice in this spot with the messaging.

Gabe McDonough, Partner/Executive Producer MAS – Music and Strategy

Cheetos “It Wasn’t Me”
Love to hear some dancehall on the game and Shaggy’s even on camera! 

Jimmy John’s

Okay. This spot is funny but it also got me thinking about the fact that it has one of those songs that anyone born in the 70s knows, but almost no one can tell you the name of the song or the artist if you ask them. It’s not Creedence! It’s the Hollies “Long Cool Woman In a Black Dress.” Great cut that gives it even more Tarintino-ish mustard.


Maya Rudolph cracks me up no matter what she’s doing and perfect song choice with “These Boots Were Made For Walking.” Love the lil’ Go Go vibes in this tune no matter how many times I’ve heard it.


This is one of those dream scenarios of how an artist/brand partnership should work— that rarely actually comes together! Feature Lil Nas X in your spot, debuting his unreleased new song. Have him generate hype on Twitter around the song and the fact that the only way to hear it is by playing back the ad.

The target audience is then rewatching the ad again and again online to hear the song. Everyone’s boss at the record label is going, “WHY CAN’T WE MAKE THAT HAPPEN FOR OUR ARTIST!!!!???”


Damn. Just coming in hot with the SuperBowl spot AND the Beatles song. Double down! BIG STYLE.

Nominate Someone You know For The Reel Black List OR Reel Women


I’m biased on this one. “The Greatest American Hero” theme song rips. It was my first 45. What does that say about me?