Posted at 12:50 a.m.
FTX (Dentsu McGarryBowen Agency)
“Since the message from Google Parisian Love in 2010, we notice more technology companies. It should therefore come as no surprise to hear about Meta, NFT or bitcoin this year. I salute the FTX company which, instead of making the mistake of explaining what a bitcoin is, between two hamburger balls, decided to give it away through a TV and Twitter contest. An experience that helps keep viewers interested after three hours of TV and the beat of the halftime show. The campaign included several executions, including the main message with Larry David, a first for the famous comedian, who told us not to miss the crypto boat. »
McDonald’s (Agency Wieden+Kennedy)
“This year, it’s about one in two ads that bet on a celebrity. That of McDonald’s, entitled Can I get Uhhhhhh with Kanye West, caught my attention. While several brands opt for the unveiling of a teaser the week before the match, the one with golden arches broadcast a few minutes before kickoff managed to keep the surprise. Amazing, knowing the artist. Fun fact, for the 2020 Super Bowl, McDonald’s designed an ad called Famous Order. It was then the order of Kim Kardashian West, the wife of Kanye at the time, which stole the show. This year, the message comes just days before the documentary Jeen Yuhs about the musician’s life and streamed on Netflix. Coincidence? Surely not. »
Uber Eats (US Special Agency)
“Basically, the Super Bowl remains an event that we watch as a gang in a festive spirit, fingers stuck in barbecue sauce. So don’t underestimate the effect of a good joke like that of Uber Eats. I don’t know if the 100 million viewers understood why Gwyneth Paltrow eats a candle, and what is written on the candle, but they sure understood that Uber Eats doesn’t just deliver food… and this, even if they were a little on the tailgate ! Even without stars, the story would have been good, because the basic idea is strong. »
Lay’s (Highdive Agency)
” The average American consumes about 11,000 calories on Super Bowl Sunday. This is what he should normally consume in a week. The very rhythmic pub of Lay’s, Golden Memories, that’s it. A guilty pleasure. There’s not a lot of strategic nutritional value, but Seth Rogen and Paul Rudd on Shania Twain with Cheddar Jalapeño, undead and wedding party jokes, it’s very tasty. As the ad was written by Seth Rogan, we get a montage of punches different from what a professional advertiser would have done. »