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Creative Works Brand Strategy Super Bowl LVII

The Drum’s top 5 Super Bowl LVII ads (so far)


By Audrey Kemp, LA Reporter

February 8, 2023 | 6 min read

Clueless, Cliffhanger and Caddyshack references: Super Bowl LVII’s got it all. Here are the winning spots in the Big Game this weekend, according to The Drum’s US editorial staff.

celebrities playing golf

Celebrities up their golf game in Michelob Ultra’s Super Bowl spot / Credit: Anheuser-Busch

5. Paramount+

If you imagine Beavis and Butthead would do absolutely nothing at the base camp of Mount Everest, then you would be correct, according to Paramount+’s Super Bowl LVII spot. The streaming service’s new ad puts iconic TV characters – including Star Trek’s Captain Pike, Dora the Explorer and others – on a high-stakes expedition in search of a famed rock formation known only as ’Sylvester Stallone Face.’ The Rocky star himself is then revealed, holding onto the rock in what becomes an homage to his 1993 film Cliffhanger.

4. Uber

By reminding consumers about earworms like Haddaway’s What is Love and Kelis’ Milkshake, Uber’s ad certainly becomes one of the most memorable Super Bowl LVII commercials. In the ad, Sean ’Diddy’ Combs is tasked with creating an indelible jingle for the ride-sharing service’s Uber One membership. Diddy, who refuses to record a jingle, turns his attention to those who have inadvertently created them: one-hit wonders like Haddaway and Ylvis, the minds behind What Does the Fox Say?

3. PopCorners

Breaking Bad stars return to the small screen for PopCorners‘ Super Bowl LVII ad, ‘Breaking good.’ However, this time around, Walter White and Jesse Pinkman are cooking up something suitable for all audiences: the Frito-Lay popped corn chips, PopCorners. From the stars to the script, the commercial feels strikingly similar to the real show. That’s because Vince Gilligan – the creator, head writer, executive producer and director of Breaking Bad – directed the spot as well.

2. Rakuten

In Rakuten‘s Super Bowl spot, ‘Not so clueless,’ Alicia Silverstone and Elisa Donovan embody their iconic roles in Clueless – nearly 28 years after the cult classic premiered. Donning her plaid yellow skirt suit, Silverstone takes on Donovan in a debate about economics. Her argument is simple: the e-commerce site’s saving opportunities allow her to shop to her heart’s content. The ad not only connects with consumers on a nostalgic level but also on an economic one, by demonstrating how Rakuten can help them save as economic uncertainties loom.

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1. Michelob Ultra

From Serena Williams to Brian Cox, Michelob Ultra is not playing around when it comes to the Super Bowl. The Anheuser-Busch-owned beer brands Super Bowl campaign is inspired by the 1980 comedy Caddyshack and boasts a star-studded cast, including tennis legend Serena Williams, ex-NFLer Tony Romo, US women’s soccer icon Alex Morgan, Mexican boxer Canelo Alvarez and WNBA powerhouse Nneka Ogwumike, alongside TV series Succession actor Brian Cox. The spot stars an equal number of female and male athletes, which represents part of the brand’s commitment to furthering gender equality in sports.

Feel like your creative is a winner? Enter The Drum Awards for Marketing Americas now. For more Super Bowl LVII ad coverage, check out The Drum’s ongoing scoreboard here. For all coverage, sign up for The Drum’s daily US newsletter here.

Creative Works Brand Strategy Super Bowl LVII

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