One of the most popular parts of the Super Bowl are the commercials.
Sure, football is fun and the halftime show is fun, but the advertising segments among those things have become known for their multi-million dollar ads full of celebrities, jokes and more.
This year, some of the usual advertisers for the big games have chosen to divert their funds elsewhere, rather than to a commercial, but that hasn’t stopped other companies from launching high-quality ads.
Here’s a look at some of this year’s best Super Bowl ads:
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Amazon: “Alexa’s body”
Michael B. Jordan appears in an Amazon ad. (Amazon via AP)
Amazon’s Alexa has made numerous appearances in advertising since its inception and has now received an update.
The ad displays the spherical shape of the voice assistant and features a woman who imagines that her new Alexa has the voice – and the body – of actor Michael B. Jordan, who happily obeys the woman’s requests, which become increasingly sensual along the clip.
“It pushes sensuality, weirdness, the element of fantasy,” said Mark DiMassimo, chief creative officer at marketing agency DiMassimo Goldstein. “Which is culturally right for the time when people are stuck together at home without much fun.”
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Bud Light Seltzer lemonade: “Lemons from last year”.
A group of friends reflects on the “lemon of the year” that was 2020, recalling a literal shower of sour yellow fruit, which is seen causing chaos at a party, a wedding, at the airport and even at a baseball game complete with cardboard cutouts in the stands.
“You know what they say,” says a friend as he picks up a lemonade with gas, “when life gives you lemons …”
“We know the saying, Mark,” another interrupts.
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Cadillac: “Edgar Scissorhands”
Cadillac takes on the classic tale of “Edward Scissorhands” with a twist by focusing on Edward’s son, Edgar, who struggles to adjust to life with his own scissorhands.
Viewers watch Edgar fight when he empties a football and cuts the cable at a bus stop. Then he experiences the Cadillac Lyriq’s “Super Handsfree Cruise” feature, which allows you to drive with little manual contact.
The film’s original star, Winona Ryder, also appears.
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Cheetos: “It wasn’t me”
Mila Kunis (left), Shaggy (center, back) and Ashton Kutcher (right) at the Cheetos 2021 Super Bowl NFL football spot. (Fried-Lay via AP)
Cheetos tapped into some great talent for this year’s announcement with the couple Mila Kunis and Ashton Kutcher, as well as reggae legend Shaggy.
The ad shows Kutcher, 42, constantly asking Kunis, 37, if she is eating her Cheetos Crunch Pop Mix, to which she replies – on the advice of Shaggy, known for the song of the same name – “It wasn’t me.”
“Well, this is the first time it works,” says Shaggy after Kutcher admits the sentence.
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Dr. Squatch natural soap for men
There are more than 20 new advertisers this year, but most are looking to nostalgia and celebrities to stand out. Dr. Squatch, a little-known direct-to-consumer soap and personal care brand, is one of the few to embrace weird humor to stand out.
The ironic ad shows a man walking through the forest defending why Dr. Squatch’s natural soap is the right choice for the modern man who “opens jars of pickles” and “lets his daughter braid her hair”.
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General Motors: “No Way Norway”
GM recruited the comedy icon Will Ferrell to tell the public that “Norway sells a lot more electric cars per capita than the US” before opening a hole in the globe, insisting that “it will not tolerate this.
Ferrell then teams up with “Saturday Night Live” star Kenan Thompson and “The Farewell” star Awkwafina to cross the world in electric vehicles.
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Inspiration4: “Join us”
This photo provided by Inspiration4 shows a scene from the American football spot Inspiration4 2021 NFL Super Bowl. (Inspiration4 via AP)
In what is certainly the first time in the history of the Super Bowl, an announcement from Inspiration4, a fully civil space mission supported by SpaceX, announces a chance for viewers to join the mission.
The ad features photos of the SpaceX spaceman uniform in space to the sound of “Twinkle, Twinkle, Little Star” and is directed by Bryce Dallas Howard.
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M & M’s: “Come Together”
‘Schitt’s Creek’ star Daniel Levy appears in an M&M commercial. (M & M’s via AP)
The big M&M game features a montage of people apologizing, offering an M&M package to remedy offenses like a gender reveal gone wrong and kicking a seat on an airplane.
“I promise I won’t eat any of your friends anymore,” says “Schitt’s Creek”, who took Daniel Levy to a couple of animated sweets, although he admits that “it can happen again”.
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Squarespace: “5 to 9”
Dolly Parton reworked her classic ‘9 to 5’ to celebrate small business owners. (Photo by Taylor Hill / Getty Images)
The website building and hosting company hired Dolly Parton itself to rewrite the lyrics of its classic ode to the workday, “9 to 5”, in honor of workers who work in their own “5 to 9” businesses.
The ad shows creators dancing while doing their work, while Parton sings about “a website that is worthy of his dream”.
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Uber Eats: “Shameless Manipulation”
‘Wayne’s World’ stars Mike Myers and Dana Carvey reprise their roles for the Uber Eats 2021 Super Bowl NFL football spot. (Uber eats via AP)
In recent months, Uber Eats has become known for exploiting big names like Mark Hamill, Jonathan Van Ness and Simone Biles to promote their product. Now, Mike Myers and Dana Carvey have joined the family as the “Wayne World” characters.
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The two scoff at commercials that “shamelessly trust a celebrity’s cameo” before moving on to Cardi B, which encourages viewers to “eat local”.
The Associated Press contributed to this report