On Super Bowl Sunday, millions of people gathered around their TVs, whether that be at home or a local bar, for the once in a lifetime event of the year. Many came to watch the best and biggest football game in the nation. Others stayed tuned for the halftime show –– but everyone had anticipated the commercials.
Knowing that all eyes in America and beyond are on the televisions, and on those televisions only, brands are familiar with spending their budgets on these famous 30-second commercial ads.
With this year being a bit more complicated due to the ongoing pandemic, numerous companies have decided not to invest in ads this year, leaving more running time for newcomers in the game of marketing strategies. Notable brands such as Coca-Cola, Budweiser, or Hyundai did not participate this year. Insead, companies such as Robinhood, Uber Eats, and Amazon made headlines for their debut.
Fans were hesitant in what to expect for this year’s Super Bowl commercials due to such sudden changes amid a pandemic — but many of these companies didn’t come to play. Here are the ones that did it best:
DoorDash – “The Neighborhood”
With a bright, sunny setting, a catchy jingle, and a fitting celebrity cameo, this commercial tied together the homely feel of nostalgia through the Sesame Street theme and the sweet essence of helping local restaurants.
The Hamilton star, Daveed Diggs, known for his powerful stage presence, was seen walking around singing and dancing with several Sesame Street characters such as the prominent Big Bird. In fact, the commercial itself feels like a Sesame Street episode, making one forget the actual brand promotion attached to it.
At the end of the commercial, DoorDash stated that for every order, they would donate $1 to Sesame Workshop (a non-profit associated with Sesame Street taking on several social justice initiatives), which had its moments of praise and controversy.
Paramount Plus – “Expedition”
As a first-time advertiser for its updated streaming service, Paramount Plus has opened doors for a rebranded version of CBS All Access, adding more exclusive content to compete with fellow streaming services.
To promote the new service launch, viewers saw staple cartoon characters such as Dora the Explorer, Spongebob Squarepants, and Beavis and Butt-Head unite at the top of the Paramount mountain. They danced to the popular Spongebob Bubble Bowl anthem that has been trending since last year’s Super Bowl, “Sweet Victory.”
Yet another obvious attempt at nostalgia through the use of childhood shows and animated films, many younger viewers claimed this one their favorite.
Bud Light Seltzer – “Last Year’s Lemons”
Everyone has heard of the cliche saying at least once in their life: “If life gives you lemons, make lemonade.” But, this past year was one of those times where life truly gave us lemons –– and lots of them.
In this doomsday themed commercial, Bud Light reflects on all the instances where we felt these lemons the most: at socially distanced weddings, at our last day of work, and when facing the nation’s biggest political divide. Of course, with the additional plague of pouring lemons that put the community in a chaotic frenzy.
As traumatic as these past circumstances have been, we must make light of it, making the Bud Light Seltzer Lemonade commercial more than fitting for the national event.
Cadillac – “ScissorHandsFree”
Having probably the most unique storyline of them all, Cadillac’s promotion of its hands-free vehicle told the story of Edgar Scissorhands, played by actor and pop culture idol Timothee Chalamet, in a short sequel based off of the Tim Burton classic.
Through the awe inspiring collab of original Edward Scissorhands actress Winona Ryder and Chalamet, a mother-son relationship was portrayed like no other –– striking both the Gen Z and Gen X audience. A son who is simply an outsider and can’t seem to fit into society’s standard joins forces with a worrisome mother wanting her son to be safe in such a dangerous world.
What could possibly be the answer to her problems? A hands-free car for Edgar that ensures a secure drive and is probably the only thing he can’t destroy with his sharp fingers.
Toyota – “Upstream”
Fans waited patiently for the tearjerker of the night, and needless to say, Toyota delivered.
Taking a more personal approach, they chose to tell the story of 28-year old Paralympic swimmer Jessica Long, who was born with the condition fibular hemimelia and had her legs amputated as early as 18 months old.
The commercial reenacts a phone call between Long’s mother and the adoption center where she was held. Describing the rare condition and unfortunate circumstances, the mother is told that her daughter’s life will be far from easy, in which she responds: “It might not be easy, but it’ll be amazing.”
As the waterworks come through, Toyota tells us of the hope and strength in every one of us, leaving us once again with a message of human resilience during uncertain times.
Anheuser-Busch – “Let’s Grab a Beer”
Making us feel less isolated during these isolated periods, Anheuser-Busch reminds us of the moments in which they brought us together. Through our greatest milestones, instances of forgiveness, mini celebrations, and even hardest disappointments.
It is the “coming together” commercial everyone was expecting –– but done right. While making the act of grabbing a beer mean so much more, they make us appreciate those little shared fragments in time that we may soon continue to share after making it through this rough patch.
