Super Bowl LIX: Best and So-So Watchable Brands
You heard it here first.
I’m not just a Super Bowl ad spectator. I’ve had my hands on a few Super Bowl ads—one even got blackballed by the NFL for being too provocative. A great tactic by the way.
Here’s the deal with Super Bowl ads: they’re supposed to be the best brands and their advertising agencies can offer, showing a brand’s boldest commitment to its audience. The goal? Keep people talking long after the game’s over. The secret sauce? Shareability. Buzz that gets the ad replayed, reshared, everywhere. The data is in: 42% of viewers are actually more interested in the ads than the game.
Watchable Brands aren’t just about that 30-second window; it’s about the ripples. Will there be a new dance or catchphrase that sticks with me and gets tossed around with family and friends? Something that shifts culture, like the Coke’s ‘Hilltop’ ad from 1972 (legend says) or Budweiser’s Wassup from 1999, which had us saying “Wassup” long after the commercial aired.
That’s what I’m talking about. A 30-second spot today runs around $7-8 million—production budgets aren’t far behind. That’s $15 million per ad, people. You’re watching power, culture, and influence all packed into a slick, shiny little moment. But here’s the kicker: with all this power, we still see our flaws. Sometimes, these brands are speaking to the insiders, not the wider audience. What do they really stand for, and how are they preparing for the future? I think 2025 is the year brands are forced to show us something new—or get left behind.
Super Bowl LVIII shattered records, pulling in 123.7 million viewers, making it the most-watched U.S. broadcast ever. But does buzz always stick? Sure, you get viral moments, but do they last?
Jerry Della Femina, the legendary New York ad exec, famously called the Super Bowl “Judgment Day” for ads. Politicians have Election Day. Hollywood has the Oscars. Advertising has the Super Bowl. It’s more than a 30-second spot—it’s a moment. I love it because it’s a time when our nation comes together, apolitically.
What Makes a Watchable Brand?
A Watchable Brand isn’t just a name. It’s an experience. Every piece of content becomes a must-watch moment. It gets people hooked and keeps them coming back for more. It sparks real, organic conversations.
The criteria are simple:
🎠Serialized Content: Stories that build anticipation.
🎠 Always-On Editorial Calendar: Always relevant. Never fading.
🎠 Emotional Storytelling: Deep connections, real engagement.
🎠 Cultural Leadership: Set trends, don’t follow them.
🎠 Active Participation: Viewers become part of the action, creating loyalty.
I also want to give a shoutout to the sheer dedication that goes into creating a :60 ad. I don’t take that lightly. But as part of this industry, I feel it's important to weigh in, because I want to see us all move forward, and I believe every one of us has a voice in shaping that future.
With that in mind, let’s break down Super Bowl LIX’s Best and Worst Watchable Brands. We made a snazzy chart. The reason we use carousels? Read the Watchable Brand Criteria here.
BEST
1. Bosch: Bosch’s ad hits the mark with rhythm and confidence. Paul Thomas, Bosch North America President, talked about how the ad reflects the “confidence, strength, and power” of using their appliances. The casting—Antonio Banderas and a lineup of other powerhouses—captures that energy perfectly. What’s brilliant? This ad series is built for flexibility. Swap in new actors, new products—it works every time. Imagine Pam Grier stepping into one of these ads. Pure confidence. Plus, that jingle? You’ll be humming “Refrigerator, refrigerator…” for days.
🎠 🎠 🎠 🎠 🎠 : 5/5 Carousels
2. Pfizer: Pfizer delivers emotional storytelling with a boy imagining overcoming cancer. It’s powerful. And repeatable. LL Cool J’s “Mama Said Knock You Out” is the perfect soundtrack, giving the ad an electric punch. Music isn’t just background noise; it’s integral to this moment, and brands like Mastercard get this too. They’re building a future around the emotional power of music. This ad could turn into a series, each telling different personal stories with the same music-driven impact. Pfizer has a story that lives on long after the game.
🎠 🎠 🎠 🎠 : 4/5 Carousels
3. Dunkin’: Dunkin’ gets it right with authenticity. Ben Affleck’s longtime love for their coffee makes his appearance feel real. But it’s the addition of Jeremy Strong, known for his intensity, that creates the perfect contrast. Dunkin’ isn’t just advertising; they’ve built a narrative. The “Dunkings” hoodie release adds a cool factor. This ad isn’t just a spot—it’s a piece of the brand’s culture that will stick around.
🎠 🎠 🎠 🎠 : 4/5 Carousels
Finally, the Hate Ad: From the people behind The Foundation To Combat Antisemitism (FCAS), this ad, featuring Snoop Dogg and Tom Brady, called for an end to ALL hate. It’s a close fourth, but had to mention it because of it’s importance. This is a moment to celebrate our differences, especially given this year’s wave of hate. In 2023 alone, despite Jews accounting for just 2% of the U.S. population, they were the target of 68% of religiously motivated hate crimes. This ad shines a much-needed spotlight on stopping hate of all kinds and supports a critical conversation that must continue.
🎠 🎠 🎠 : 3/5 Carousels
SO-SO
1. Athletic Brewing: Alright, let’s talk worst: Athletic Brewing. The ad feels like they heard a nugget of research: “People want the top-selling non-alcoholic beer but don’t know the name.” The result? Viewers will walk away thinking, “There was an ad for a top-selling beer—but what was the name again?” There’s no hook, no concept to tie it all together. If I had that research? I’d have said “Athletic” 100 times. Maybe turned it into a song. Something simple but repetitive enough to stick. Picture a quirky band—like a group from Gilmore Girls or Ted Lasso—standing in a town, singing “Athletic” on repeat. Weird, but unforgettable. Here’s a song I made using AI in 2 minutes.
And another one.
🎠 : 1/5 Carousels
2. Netflix: Netflix’s ad is a mess. It’s all over the place, with too much going on. The girl jumping between different worlds? Cool idea—but it feels like an inside joke only Netflix insiders would get. Outside the Netflix bubble, it’s just confusing. Ads shouldn’t be this dense. A clearer, simpler story could have made this ad one for the ages.
🎠 🎠: 2/5 Carousels
3. Hellmann’s: Hellmann’s had a strong concept but dropped the ball in execution. The “When Harry Met Sally” orgasm scene is iconic, but not everyone watching the Super Bowl has seen the movie. If they’d built up the tension and nostalgia slowly—like the original scene—the payoff would’ve been stronger. Instead, the ad jumps straight into the punchline, leaving viewers confused. With a little more build-up, this could’ve been a masterful blend of nostalgia and product placement.
🎠 🎠: 2/5 Carousels
WATCHABLE BRAND SNAZZY CHART
© Far From Timid
Have fun at the game in Nola or at home. Let me know your best and worst ad experience today. I really want to know and I’ll feature your comments on a follow-up.
Watch all the Super Bowl ads here.
🎠 Read the Watchable Brand primer here