Super Bowl 2022 offered escapism as the remedy for a difficult and divided moment. Ads looked back with nostalgic cameos, or forward to hi-tech futures of androids and electric vehicles. Celebrities were everywhere – even if not always used effectively. And the top ads had a simple message – kick back and enjoy yourself. Even if that has to be with robots. We tested every big game ad: check out the most effective
Winners and losers: what ads performed best / worst?
Themes and trends: where is the ad industry headed?
Top scoring ads: what makes an ad stand out?
Watch Now
A Super Bowl debut for Boston Dynamics' robots - how would a wider audience react to the viral sensations? Answer: they loved them, in this spot.....
Advertising together for the first time with a whole jungle full of twerking wildlife, Doritos and Cheetos won’t win any awards for.....
EV brands have been trying for years to find a way to connect emotionally with audiences. Turns out all you needed was a robot dog and some.....
Most film trailers don’t work too well as ads in their own right - the whole point of trailers is not to leave everything resolved, after.....
Skechers ran two ads at the Super Bowl, both using country legend Willie Nelson. The one in the Top 10 was the more straightforward of the.....
One of the best things about Fluent Devices and recurring characters is that even if you ditch one, you can bring it back and get a big boost to.....
What’s better than one celebrity? Half a dozen! OK, that’s not always the case - plenty of brands have found that overloading your ad.....
Toyota continue their successful Paralymics tie-ins with this ad focusing on skiing champions Brian and Robin McKeever. As usual the brand.....
Seth Rogen and Paul Rudd play themselves in this clever, buddy-themed ad in which two bros reminisce about their friendship, with more and more.....
Comedian Awkwafina shares screentime with goats in Disney’s streaming ad. Lots of goats. The concept is a pun on the GOAT (Greatest Of All.....