Celtic Weighs in on Best
Super Bowl Ads: 2020 Edition

The Monday post-Super Bowl is always a rough one, but what helps us get through our day is chatting and/or debating about our favorite (and sometimes most hated) Super Bowl ads.

It’s become a tradition around the office that a few Celts pick their favorite ads of the night and make their case as to why and how it impacted the audience. We asked them once again to make their case— here are the results:

Jim: “Smaht Pahk” – Smart Writing
Smart writing, star power, and over-the-top Boston accents… now that’s a recipe for a winning Super Bowl spot. This clever spot focused on the Remote Smart Parking Assist (RSPA) feature, which lets drivers move the 2020 Hyundai Sonata in and out of a parking space while outside of the vehicle. But while the tech is cool… the talent selection was the winner. Chris Evans, John Krasinski, Rachel Dratch and Boston Red Sox legend David Ortiz all delivered impeccable comedic timing and Boston’s trademark accent to perfection. I laughed the first time, watched the spot again… and laughed again.

Jeremy: Groundhog Day
The stars aligned for Jeep to promote its new midsized truck, the Gladiator. Super Sunday fell on Groundhog Day for only the third time ever, and Bill Murray agreed to star in a commercial for the first time ever. The spot faithfully revisits the classic 1993 movie “Groundhog Day,” only this time Murray’s Phil Connors is eager to relive the day with his new truck. It’s rare for a commercial to be this entertaining while genuinely succeeding in showcasing the product, but Jeep was able to accomplish both in my favorite ad of the night.

Blair: WeatherTech
My vote for best 2020 Super Bowl commercial goes to WeatherTech, not because it was flashy or made me cry or giggle-worthy, but because it was a brilliant move by the company. A move that will that likely pay off handsomely for them and the University of Wisconsin-Madison’s School of Veterinary Medicine. The spot, instead of focusing on WeatherTech products, features the CEO’s beloved dog Scout (introduced in last year’s ad) and the story of his successful cancer treatment at UW. It encourages viewers to consider donating to UW’s vet school and has elicited positive responses from the likes of PetCo and Blue Buffalo, who have committed $250,000 to the effort. It’s brilliant because although WeatherTech is using its 30-seconds in the spotlight to “do good,” the flurry of pre-game coverage, significantly higher (including Nightly News with Lester Holt) than if it was just one of their typical Super Bowl product promos, will help to recoup that $5.6 million spot cost. And help animals like Scout when they are diagnosed with serious illnesses.

Marlene: Ragged Old Flag
Perhaps it’s the sentiment or perhaps it’s the current environment of our politics, but this year I am choosing the NFL tribute to the flag and those who serve— the families from 9/11, the wounded warriors and the brave soldiers currently serving overseas. Johnny Cash’s song reminds all of us to think about how lucky we are to have our freedom and how grateful we should be to those who protect it.

See the rest of the winners, according to CNN here.