With over 50 ads, trailers and teasers airing during the big game, the LBB editorial team reveals their picks
The biggest date on America's sporting calendar also marks the most the important on the diaries of the advertising industry. Super Bowl LIII was a somewhat subdued affair, both on and off the pitch. But there were some corkers. Here are our picks.
1. Expensify - Expensify This
Admittedly, the 30-second game-time cut doesn't have the same impact as the full music video, but as an overall campaign this has got the lot. Biscuit director Andreas Nilsson has history with 2 Chainz and the pair have worked magic here for Expensify. Kudos to agency JohnXHannes New York for making an ad about expenses so downright fun (and the opportunity to win a car worth $200,000).
We got the full lowdown on this project from the people who made it. Check it out here.
2. Burger King - #EatLikeAndy
This 45-second spot with the late Andy Warhol features no CGI. In fact, the full four-and-a-half minute clip, aptly known as 'Andy Warhol Eating a Hamburger' is taken from a 1982 film entitled '66 Scenes From America'. “The spot is meant to break through the traditional SuperBowl commercial break, filled with explosions, slapstick jokes and celebrities, with an almost silent, yet powerful work of art,” Burger King claimed in a press release. Things could have been different though. Warhol reportedly requested a McDonald's when shooting the scene, but the crew didn't have any. Despite their offers to head to the Yellow Arches, Warhol said, "Never mind, I will take the Burger King". DAVID Miami was the agency here.
3. Microsoft - We All Win
Video games offer us a pathway to worlds that we otherwise might not be able to explore. That's even more true for people with limited mobility. But mobility restrictions can also cause difficulties when it comes to playing video games, which is why Microsoft has launched the malleable Xbox Adaptive Controller. Seeing the joy on the kids' faces in this spot from m:united//McCann New York and Hungry Man's Bryan Buckley is pure and brilliant. NB: This is a follow-on film from the brand's equally great Christmas campaign.
4. NFL - The 100-Year Game
72andSunny opted for downright fun when it was tasked to welcome in celebrations for the NFL's 100th anniversary. Stacks of footballing legends, past and present, gather for the 100th season gala. A falling football causes unadulterated mayhem. What more do ya need?
5. Michelob Ultra Pure Gold - The Pure Experience
To highlight the purity of this light lager, Michelob stuck Zoë Kravitz in the middle of an idyllic forest setting to make what is essentially an ASMR video. 'Autonomous sensory meridian response' has been around for some time, but has recently picked up popularity online as Youtubers try to recreate the sensation for their viewers. Still, it's intriguing to see it billed on advertising's most mainstream event of the year. Props to FCB Chicago and Partizan director Emma Westenberg for what was certainly an… experience.
Check out our round-up of Super Bowl talking points here.
And to see every Super Bowl spot from this year, head here.