Squarespace
Thom Glover, founder and CCO, American Haiku: Obviously it makes life a bit easier when you are your own client, but Squarespace creative leader David Lee has been making great Super Bowl ads for a long time, and keeps raising the bar every year. Amazing craft, memorable idea, and a style that really stands out.
Grubhub
Andy Silva, managing partner, Party Land: This was the best ad of the Super Bowl because it’s built on a genuinely smart idea. “Eat the fees” takes a real consumer annoyance and turns it into a message that’s simple, visual, and instantly clear. Super Bowl ads often sacrifice a real consumer benefit in favor of pure entertainment, but this one finds the sweet spot by doing both. The execution is confident and well-crafted, with great casting and just the right amount of restraint that trusts the audience to get it. And then there’s the button: a perfectly timed, low-key cameo from George Clooney with a flawlessly delivered line. Who doesn’t love a bit of Clooney?
Uber Eats
Blake Morris, group creative director, R&R Partners: This was one of the most entertaining ads of the night. They ran a 60-second in the game, and that valuable extra time helped the jokes land. The fact that it’s part of a multi-year campaign, and had a novel in-app experience, made it the winner to me.
Hellmann’s
Sean McBride, CCO, Arnold: Ben Affleck directed a Good Will Hunting remake for Dunkin’ during a Patriots Super Bowl, and I’m not picking it. The extended cut of Meal Diamond for Hellmann’s is the funniest ad I watched yesterday. Also, I’m probably the reason we lost–sorry Boston.
