by Jeff McCrum
Another Super Bowl has come and gone, and with it, another slate of ads. Here is what worked, what didn’t, and one unprecedented situation that could have lingering consequences.
The good
According to USA Today’s Ad Meter, the top ranked ad in this year’s Super Bowl was Budweiser’s “First Delivery” ad, featuring a Clydesdale Foal doing his best to deliver the signature beer. Coming in second place and also in the “cute animals and kids” category was Lay’s “The Little Farmer” ad, a heartwarming commercial featuring a little girl growing a potato for use in Lay’s products.
The bad
According to Ad Meter, the lowest ranked ad was a 15-second spot for Tubi show The Z-Suite. (Side note: I’m actually interested in this show, which is about Gen Z social media managers taking over an ad agency.) An ad that many seemed grossed out by was Coffee Mate’s “Foam Diva” ad, featuring a dancing tongue voiced by Shania Twain.
The Kanye
Kanye West paid for an ad for his brand Yeezy on three Fox affiliates, including KTTV in Los Angeles. Although the ad itself was strange, it didn’t set off any red flags for content; West was sitting in a dentist chair, rambling about getting new teeth. It wasn’t until viewers went to the Yeezy website shortly after the ad aired that the backlash was felt; the only item available on the Shopify website was a white t-shirt with a swastika on it. West had spent the previous week going on several antisemitic rants on X, and now had blasted out an ad for a hateful t-shirt on three major Fox affiliates during the Super Bowl. Crisis PR vet Ronn Torossian said, “There is no excuse for Shopify allowing him to sell these on their platform and from a crisis PR perspective, this will have to be explained.” Shopify pulled the site down, but the damage was already done.
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