February 14, 2023

2023 Super Bowl Superlatives: Ads That Stole Our Hearts

By: Ricciardi Group

Yesterday, on the heels of one of the most creative days of the year (what would you do to make a $6 million dollar first impression?), we gathered to discuss and share our reactions to the slate of Super Bowl advertising that ran.

Before we really get into it, here are several insights to set the stage:

  • Celebrity-driven spots garnered the most views on YouTube on game day. (Variety)
  • The No. 2 most-searched Google term in the U.S. during the Super Bowl was, “Who owns Blue Moon beer?” (Variety)
  • Disney’s 100-year anniversary ad was ranked the most effective for growing market share by System1. (MarketingWeek)
  • 833% increase in searches for Rihanna’s Fenty Beauty brand following her Super Bowl performance, making it the fourth most-searched subject of the evening (WSJ CMO)

And now, the moment you’ve all been waiting for even more than RiRi’s halftime show…..RG’s Super Bowl Superlatives 2023.

Grab Your Tissues 😢 — The Farmer’s Dog: ‘Forever’

Most Likely To Kill Your Buzz ✋ — The Servant Foundation: ‘He Gets Us’ and The Dawn Project: ‘Tesla Self-Driving’

Most Likely to Inspire Remote-Related Yelling 🗣️ — Tubi: ‘Interface Interruption’

Worst Use of a Celebrity 🙈 — Serena Williams in Remy Martin: ‘Inch By Inch’ and Michelob Ultra: ‘New Members Day’

Best Use of a Second Airing 🎬  — Paramount: ‘Sylvester Stallone Extended Spot’ and Dunkin’ Donuts: ‘Ben Affleck’s Outtakes’

Actually Made Us Want to Buy Something 🛍️ — Rakuten: ‘Clueless Reunion’ and Booking.com: ‘Somewhere, Anywhere’

Left Us Wondering 🤔  — Molson Coors: ‘The High Stakes Beer Ad’ turned Blue Moon Ad which felt like a Tide Ad.

Best B2B2C 💡  — Workday: ‘Rock Star’

Best In Show 🏅  — Jeep: ‘Electric Boogie’

You can check out all the ads here, or watch Adweek’s 2-minute roundup here.  And if you’d like to request an awesome strategy of your own, feel free to reach out to us.

Subscribe to our newsletter

We value your privacy. We don't spam.