The most memorable Super Bowl commercials: Hits and Misses

The best (and worst) Super Bowl commercials this year | WCMU ...

In an unsettled time, the most effective commercial messages are all about reassurance, togetherness, and entertainment. This year's Super Bowl commercials mostly touch on safe subjects we traditionally expect in Big Game commercials: Nostalgia, comedy, celebrities, patriotism, and poignant humanism.

"Those ads that really respond to human connection and humanness are going to rise to the top," says Abigail Posner, director of Google's U.S. Creative Works, who tracks how clips of Super Bowl ads perform on YouTube and are featured on the streaming service's YouTube AdBlitz hub.

With ad space topping out at $8 million per 30 seconds, Super Bowl ads are a gigantic business aimed at boosting the biggest companies, films, celebrities, and products on the planet.

This year, there were lots of ads designed to put a human, down-to-earth face on major technology products, pharmaceutical companies, fast-food conglomerates, and even gambling. T-Mobile also announced a partnership with Elon Musk's Starlink satellite company, touted as "the first and only space-based mobile network in the US that automatically connects to your phone in areas no cellular network reaches."

Commercial Highlights

Best use of a celebrity conspiracy theory: Uber Eats "A Century of Cravings"

It's always entertaining to watch a famous face embrace their reputation for being crazy. This ad positions Matthew McConaughey as a Mad Men-type NFL executive insisting football is just a "conspiracy to make us hungry." Toss in cameos from Kevin Bacon, Martha Stewart, and more, and you get an ad that entertains on many levels.

Best use of a self-deprecating celebrity, Part 2: Dunkin's "The Bean Method"

This ad features Jeremy Strong rising from a vat of coffee grounds, adding a touch of humor to the Big Game. It might be tough for all three actors to star in an ad playing off the idea that average people see them as dimwitted, overly confident goofballs.

Best use of a Ford to sell a Jeep (and a generalized sense of togetherness), Jeep's "Owner's Manual"

This ad featuring Harrison Ford's gruff delivery of bromides was a little disappointing, considering the current societal climate. The ad's intended message may not have resonated as strongly as intended.

Best nod to Gen X culture: Instacart's "We're Here"

This ad plays on nostalgia, featuring beloved product mascots racing through the streets. It tugs at the heartstrings of Gen X-ers and provides an exciting depiction of food delivery.

Saddest nod to Gen X culture: Hellmann's "When Sally Met Hellmanns"

This ad featuring Billy Crystal and Meg Ryan re-creating a classic film scene turns on nostalgia so forced that it misses the mark. The new iteration is predictable and lacks the charm of the original.

Best use of a Goggins to sell TWO real products: GoDaddy's "Act Like You Know"

Walton Goggins' portrayal in this ad is captivating, showcasing a unique approach to marketing real products. The ad's execution and Goggins' performance make it memorable.

Worst use of a Damon to sell TWO characters: Stella Artois' "David & Dave: The Other David"

This ad's concept of Beckham's American twin brother being Matt Damon falls flat in its execution. A different choice for the character may have made the ad more entertaining.

Best pandering to conspiratorial cynicism, Hims' "Sick of the System"

This controversial ad denigrates a weight loss establishment, highlighting its own products without full transparency. While appealing to some, the ad may have missed some important points.

Best personalization of a mega corporation: Google Pixel's "Dream Job"

This emotive ad emphasizes the positive use of technology in personal growth, showcasing a different side of AI. The ad delivers a touching message about people and technology.