From ‘goofy’ to ‘tone-deaf’: Creatives dissect the tone of Super Bowl LVII ads

Publication: Campaign US
By: Campaign US Staff
Date: February 13, 2023

Jorge Murillo, VP and executive creative director, Alma
This year was even more lighthearted than usual. Very few manifestos and tear-jerkers (although Farmer’s Dog got me). It seems that this year many brands went for the funny bone, although most of them missed it for me (I mean, it’s the Super Bowl, make me laugh!)

My favorites of the night go to the work that properly used misdirection (Tubi), intrigue (Miller Lite/Coors Light) and celebrities (PopCorners). I also noticed nostalgia was big this year as it’s been in the past. Brands leaned into old movies, TV shows, music legends, classic ads; even going way back to Eve and her apple. And cute AF dogs, which are always welcome.