Levi’s | “Backstory” by TBWA\Chiat\Day\LA
Levi’s feel-good spot has a simple premise: Its jeans make butts look good, so those iconic back pockets take the spotlight. Set to James Brown’s “Get Up Offa That Thing,” it features a slew of backsides belonging to everyday people plus stars like rapper Doechii, Questlove, and even Toy Story’s Woody. The brand’s return to the Big Game after 20 years was worth the wait.
Anthropic | “A Time and a Place” by Mother
Though comedy is the holy grail in Super Bowl advertising, any viewer can tell you it’s hard to pull off. And as Sam Altman, the CEO of Anthropic’s biggest rival, OpenAI, admitted himself: These ads are funny (no wonder, since they’re directed by comedic master Jeff Low). But they also accomplished something increasingly rarer in advertising: They sparked debate. Whether or not you believe Anthropic’s pledge to remain ad-free—ADWEEK’s Trishla Ostwal argues the AI company will likely break its promise—the campaign hit a nerve and got people talking days before kickoff. There’s no higher calling for a Super Bowl ad.
Instacart | “Bananas” by Local Produce, BBDO, and McCann
Ben Stiller and Benson Boone play mustachioed, bickering brothers who form a musical duo singing about Instacart’s grocery choices. Directed by legendary filmmaker Spike Jonze, it’s part-retro music video, part-comedy skit, as the brothers try to one-up each other in an increasingly slapstick performance. Best of all, it sneaks in Instacart’s offerings while keeping viewers fully entertained. Stiller and Boone’s chemistry makes for comedy gold.
