Sunday marked the 59th edition of the sporting extravaganza that is the Super Bowl, but this event is more than just the culmination of the NFL season - it's all about the ads. Find out what ads stood out the most for us this year.
A Century of Craving by Uber Eats
There's nothing like a sporting conspiracy to get people talking and Uber Eats tap into this with their fun ad that questions if American Football exists just to sell food. As is tradition for a super bowl ad, it's a star-studded line up led by Matthew McConaughy but also features Kevin Bacon, Greta Gerwig, ands Charli XCX.
What we liked most about this ad is it's all about American Football, something that goes a long way given its playing out during the Super Bowl. It also creates a moment of consumption of the service so well it will get you reaching your phone to get your order in before the start of the next play.
Goldilocks and the Three Trucks by Ram Trucks
Many of this year's ads embraced a surreal theme with varying success (turning Seal into a seal will haunt our dreams for a while, thanks, Mountain Dew). Ram Trucks nailed it with their 'drive your own story' messaging, dialling up the epicness to eleven. As a result, it grabs your attention and stands out above other ad. So much so that it might even pull you away from looking at the reaction on social to Kendrick dropping Not Like Us during the halftime show.
When Sally Met Hellmann's by Hellmann's
It was always going to be a risk re-enacting one of Hollywood's most iconic movie scenes, but Hellmann's pulled it off. Billy Crystal and Meg Ryan still have great chemistry. Billy Crystal plays its straight while Meg Ryan, really really enjoys her sandwich, all thanks to Hellmann's.
Then with two movie legends not being enough, they throw Sydney Sweeney into the mix to say the famous line. It's a Super Bowl ad after all, you can't have too many celebrity cameos.
So Win by Nike
With American Football being such a male dominated sport, Nike chose to focus on Women athletes for their first Super Bowl ad in 27 years. Featuring some of the biggest names in Women's sport including Caitlin Clark and Sha’Carri Richardson, Nike celebrates the resilience and defiance needed to be a female athlete. What we love most is Nike showing the different standard women in sport are held to versus men and doing so during one of the biggest male sporting events in the world.
We're Here by Instacart
With the vast majority of ads using celebrities, Instacart take a slightly different approach by using mascots of other food brands, to showcase the groceries you can buy through their delivery service. Featuring the Jolly Green Giant, Kool-Aid Man and the Cheetos Cheetah, among others, it's a very clever way to feature lots of different brands without just naming them. It also demonstrates the power of marketing, that you can name a brand by just seeing their mascot.