Good afternoon Super Bowl junkies,
I'm Jeanine Poggi, Ad Age's senior editor, here with the final edition of our Super Bowl Alert in 2020. Once again, this year failed to produce very many commercial standouts. The desire to not provoke controversy and steer clear of anything divisive, resulted in bland ads that utilized recycled material and quite literally borrowed from each other.
Just under 100 million people tuned in to see these ads on Fox—oh yeah, and to watch the Kansas City Chiefs (from Missouri) beat the San Francisco 49ers. The broadcast of the game averaged 99.9 million viewers, up from 98.2 million in 2019, Anthony Crupi writes. But when you factor in streaming that number jumps to 102 million.
While the creativity of this year’s crop of Super Bowl ads was a bit above last year, according to Ad Age Editor Brian Braiker’s review of all the Big Game commercials, that isn’t saying much.
But what the commercials lacked in truly creative moments, they made up for with efforts to be more inclusive and diverse. One of the night’s standouts was Microsoft, which told the story of Katie Sowers, the first female football coach to coach in a Super Bowl. Braiker calls it, “Among the most powerful spots we’ve seen this game.”
Braiker also gave high marks to Jeep’s retake on the iconic “Groundhog Day” movie. “Here’s a funny-fuzzy commercial we wouldn’t mind being stuck in for a few more go-’rounds,” he writes.