Hefty as the fees were for advertising time on this year’s Super Bowl — up to $7 million per 30 seconds — there weren’t that many commercials whose concepts and execution seemed worthy of the price tag.
Instead, viewers were stuck watching commercials that stranded some big name celebrities in thoughtless concepts (Jon Hamm and Brie Larson inside a giant refrigerator for Hellmann’s mayonnaise?) or spots which made the products they were advertising look bad (Jennifer Coolidge getting her face stuck to a glass door by e.l.f. Cosmetics).
And, after cryptocurrency exchange Coinbase made waves with a QR code embedded in a Super Bowl ad in 2022, it felt like every other advertiser this year found a way to stick them inside their commercials.
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