Every Super Bowl brings big budgets, big celebrities, and big expectations. But only a handful of ads actually stick – the ones that understand storytelling, pacing, and emotional payoff.
Here are our top three Super Bowl ad picks and what they got right from a creative perspective.
1. Jurassic Park…Works | Xfinity
When it’s done right, nostalgia is almost always unbeatable.
Xfinity reunited the original Jurassic Park cast and dropped them into an alternate reality where the park actually worked. Why? Because this time, they had reliable Wi-Fi.
The ad nails classic storytelling structure:
- The problem: Everyone knows Jurassic Park and what happens once the park’s fences fail.
- The solution: Modern connectivity.
- The outcome: A world where nothing goes horribly wrong.
The script was packed with clever nods for fans (like Goldblum’s “That is one big pile of…shrimp”) and managed to be funny, familiar, and instantly understandable – everything a Super Bowl ad should be.
Why it worked:
It respected the source material, delivered a clear message, and trusted the audience to get the joke.
2. The Choice | Pepsi
This ad knew exactly what conversation it wanted to spark and leaned all the way in.
Pepsi’s “The Choice” plays with brand rivalry by casting a polar bear (long associated with Coke) in a blindfolded Pepsi Challenge. When the bear chooses Pepsi, chaos and comedy follow.
What makes this spot memorable is how far Pepsi commits to the bit. The bear spirals into a journey of self-discovery, complete with a therapist cameo by director Taika Waititi, Queen’s I Want to Break Free, and a spoof of the Coldplay jumbotron moment.
Why it worked:
It took a familiar rivalry, flipped expectations, and stretched the concept far enough to feel fresh. It’s playful, self-aware, and built for conversation.
3. The Game Is Ours | Dove
In a lineup packed with loud visuals and celebrity-driven humor, Dove went in a different direction.
“The Game Is Ours” opens with a quiet, powerful stat: One in two girls who quit sports are criticized for their body type. From there, the ad builds rhythm and momentum through real sounds – claps, stomps, and more – as girls play basketball, swim, and compete.
There’s no dialogue and no product push; just confidence, movement, and celebration.
Why it worked:
The sound design did the heavy lifting. By letting the physical sounds of sport become the soundtrack, Dove created something emotionally resonant that cut through the noise of the game itself.
What These Ads Have in Common
Despite being very different, all three spots share a few key traits:
- A clear idea that can be understood instantly
- Strong story structure, even in 30-60 seconds
- Confidence in execution with no overexplaining
- Emotional payoff, whether through humor or meaning
At the end of the day, great Super Bowl ads aren’t just big, they’re focused. And that’s the takeaway brands should carry beyond the big game.