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Uri Schutzer’s Favourite Super Bowl LV Ads



Director at The Artery and of Mercari’s first ever Super Bowl ad dishes up his 2020 Big Game top spots

Uri Schutzer’s Favourite Super Bowl LV Ads
Director Uri Schutzer of multi-award-winning creative company The-Artery, who directed Mercari’s first-ever Super Bowl ad 'Get Your Unused Things Back in the Game', names his top commercials from this year.


Cheetos - It Wasn’t Me

It was a brilliant idea to cast Ashton Kutcher, Mila Kunis, and Shaggy all together in a Cheetos commercial. I always find it annoying whenever I get the Cheetle stuck all over my fingers and, of course, everything I touch around the house. Every time that Ashton literally catches Mila orange-handed eating his Cheetos without him, she answers, "It wasn't me", from Shaggy's song. I'm obsessed with the ‘innocent’ face Mila makes that's blatantly covered in Cheetos. They both play off each other so well and funny. The brand's self-awareness and humour make this a super memorable spot.

Tide - The Jason Alexander Hoodie

As a huge fan of Seinfeld, I'm pretty familiar with all of the iconic facial expressions, especially the bitter ones, of Jason Alexander’s George Costanza character. I couldn’t stop laughing at the fact that not only was his face printed on a hoodie, but his face also kept changing throughout the narrative in direct responses to the constant negligence the wearer puts the hoodie through. Tide’s commercial left me excited and guessing at what the wearer would do to the poor hoodie next, not to mention there was a surprise cameo by Jason Alexander himself at the end. I could easily watch another 10 minutes of this.

Toyota - Upstream

Although I believed that, this year more than ever, Super Bowl commercials needed to follow a lighter tone, I couldn't stay apathetic towards Toyota's spotlight on the real-life story of 13-time Paralympic gold medallist Jessica Long. What a beautiful execution: the creative vision of Long swimming through key moments in her life ranging from her adoption and need for amputation at infancy to her current success and accomplishments, the choice of music and dramatic performances, stunning sets and cinematic photography, as well as the empowering message.

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The-Artery, Mon, 15 Feb 2021 15:30:45 GMT