Grading the Beer Ads from America’s Big Game

It’s kind of a cliche at this point.

“Oh, I don’t even care about football. I just look forward to those commercials!”

The advertising efforts on display during the NFL’s championship game are a spectacle unto themselves. It’s arguably (or perhaps definitely) the one time of year when most people actively pay attention to the commercials and expect greatness. The only time anyone is ever “disappointed” by a commercial is during the Big Game. For the rest of the year, most advertising just washes over us and imparts its message before we even realize what we’ve seen.

So, how were the commercials this year? Everyone I’ve talked to has had pretty much the same response: “Meh.” Nothing really stood out. Too many commercials relied on sheer bombast and star power without any kind of clever or engaging payoff. Even all the beer ads were pretty boring. Let’s do a recap and grade each one on a scale of 1 to 10.


Oh Bud Light you’re now selling a 16-ounce aluminum can with a screw-off cap that you can take on and off? Yawn. 4/10


A cute puppy. The iconic Clydesdales. A song that ups the emotion. This is a solid piece. 8/10


Just boring. Doesn’t make me care one iota about Bud Light Platinum. 3/10


This is the lone entry from Labatt Blue. I give it a couple points for the tagline (“Get Undomesticated”) that’s a solid play on words. But beyond that? Pretty dumb. Also, bears can’t snowboard. 5/10


All soldiers deserve this kind of homecoming, not just the ones that Budweiser can be there to exploit. I guess that’s a cynical read by me, but I can’t help how I feel. 5/10



I thought this was a real miss by Bud Light. It seems so contrived and over the top and ridiculous. Like, is he not supposed to know that something major is happening? Does he not notice Bud Light everywhere? I get that it’s “the perfect beer for whatever happens” (which is a great line) but this is just too much. They went for “wild and crazy” and ended up with “who cares?” 5/10

That’s all of them. By my count, only one commercial (Budweiser’s “Puppy Love”) was worth my time. But to be fair, that puppy was REALLY worth my time.

What do you guys think? Did you like any of these commercials more than I did? What would you have done differently? Let us know!

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