The top 5 Super Bowl campaigns you need to know about right now

This week's Creativity Top 5 is turned over to Super Bowl LVII (with apologies to anyone else who debuted an ad last week, but, well, sometimes timing is everything). You can dig into Ad Age's reviews of every Big Game ad here. In the meantime, here are our top five picks from 2023's Super Bowl commercials. It was a night packed with famous faces, and while several of our winning spots did indeed feature celebrities, these campaigns coupled true creative ideas with top-tier talent. And as for our No. 1 spot this year … well, the star of this commercial isn't a face you'll recognize at all. The best and worst Super Bowl ads Ad Age reviews the Big Game commercials Click here 5. Dunkin: Dunkin' ‘Drive-Thru’ starring Ben Affleck Agency: Anomaly and Artists Equity The memes featuring Dunkin' superfan Ben Affleck go back years, so it was a smart move for the brand to put him center stage in its first-ever Super Bowl ad, manning the drive-through at a Dunkin’ in Medford, Massachusetts. The Boston accents and Affleck's slightly disheveled look add authenticity to the spot (which was also directed by Affleck; Artists Equity is his production company), plus the footage of the surprised customers he's serving is hilarious. The arrival of a furious J. Lo at the end is the ultimate kicker, particularly given their recent Grammys appearance. 4. General Motors/Netflix: Why Not an EV? Agency: The Community, supported by McCann Detroit Will Ferrell is the celebrity picked to promote a corporate deal that integrates GM's electric vehicles into Netflix programming. And, being Will Ferrell, he makes what could have been bland corporate news into gleeful entertainment as he invades shows such as “Army of the Dead,” “Bridgerton,” “Love Is Blind,” “Queer Eye” and “Stranger Things.” David Shane of O Positive, a comedic veteran when it comes to directing talent, was behind the camera, and the spot is great fun to watch, and an effective brand-building exercise for both companies. 3. Doritos: Try Another Angle Agency: Goodby Silverstein & Partners Doritos leans into its triangular shape in a spot that sees three-sided mania take over the world after rapper Jack Harlow is captivated by an unlikely musical instrument. With big-name celebrities, an absurdly funny premise that actually relates to the product, just the right amount of scenes, a rollicking pace and a laugh-out-loud surprise payoff, this ad, directed by Hungry Man's Wayne McClammy, ticks all the boxes for a perfect Super Bowl commercial. Watch all the Super Bowl commercials From Bud Light to Rakuten and Amazon, see all of the ads Watch them here 2. NFL: Run With It Agency: 72andSunny Diana Flores, quarterback of the Mexico women’s national flag football team, sprints and ducks her way through 90 seconds of exuberant mayhem in the NFL's ode to the “women pushing the sport forward.” Stunts, gags and inspired cameos—Billie Jean King, MrBeast, Davante Adams in a parrot suit—add just the right amount of Nike-esque pace to the proceedings, as directed by Super Bowl veteran Bryan Buckley of Hungry Man. But above all that, the spot speaks to inclusivity in a manner that's spot-on for a sport that needs to evolve and appeal to a more diverse fan base. 1. Amazon: Saving Sawyer Agency: In-House With this truly lovely piece of storytelling about a family pet who goes rogue once lockdown ends and the family goes back to school and work, Amazon proves that among a sea of celebrities, all you need to win the Super Bowl is an idea. And, of course, a cute dog. Post-pandemic, it's a story we're sure many in the audience could relate to, and one that has a great twist: They're not just buying their neglected pooch a crate but a puppy companion. Both entertaining and heartwarming, and with a great soundtrack (“Love” by Nancy Adams), it takes the viewer on an emotional journey that recalls the best John Lewis advertising. And it's another winner for Wayne McClammy of Hungry Man, who also helmed Doritos. See also: Another heartwarming dog ad, from The Farmer's Dog Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here

The top 5 Super Bowl campaigns you need to know about right now

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