Dunkin’
Gil Muiños, ECD, Colle McVoy: As a 40-something, every celebrity throwback reference landed for me, proving that emotional connection still cuts through when everything else is loud.
Poppi
Annika Welander, CEO, Someoddpilot: It’s the perfect alignment of niche celebrity for its target demo, very IYKYK insider, but relevant to now versus the parade of throwback nostalgia celebrity cameos across many other Super Bowl spots. This choice shows the power of being authentically plugged in to culture versus sampling from it.
Nicely timed with Rachel Sennot’s HBO show and Charli XCX’s movie (it really is The Moment). They winkingly breathe life back into outdated slang (vibes) through two of the most winking cool girls to ever wink.
It’s also just f*cking fun and actually cool. They managed to slam a Charlie XCX music video into a 30-second spot. The ad is actually a vibe instead of a tour of meta references, and it really shows you what life could feel like if you become a Poppi person. Invite me to the party, Poppi, and well done.
