In the pandemic, Super Bowl commercials could have had just as rough of a game as Patrick Mahomes. In 2021, we saw some of the biggest names of years past, like Budweiser, Coke and Pepsi, decide to sit it out. But, this could create the perfect environment for smaller brands to swoop in and have their moment. Here are the Kelso Communications team’s favorite showings of the night: 

Marty Kelso – Partner/Creative Director

Jeep – “The Middle”
This year’s big anthem spot (2+ minutes!) delivered, mostly because it avoided the usual trap of the grandiose in favor of the highly specific. Bruce Springsteen, warily entering the world of commercial endorsements, spoke about a little chapel in the dead center of the U.S, and what it represents for a country struggling to meet in the middle. Stark wintry imagery fit the contemplative cadences of The Boss, and the kicker for me was seeing the words “The ReUnited States of America” appear on the map. Simple, powerful, and (almost) not spoiled by the final title card with the Jeep URL.

Marcie Kelso – Partner/Director of Accounts & Strategy

Rocket Mortgage – “Certain is Better”
Fun, funny, the entire commercial is focused on the point – Rocket Mortgage removes the doubt from buying a home. Who doesn’t love Tracy Morgan?


Dee Grano – Vice President of Public Relations

Indeed – “Rising Up”
For me, this ad did a great job of owning where we are as a country, while celebrating the ambition that makes us uniquely American. For many who lost their jobs last year, Indeed played an integral role in helping them find work, even if it meant starting over. The ad depicts people at home with their children, acknowledging the sacrifices working parents have had to make, whether it be keeping their families safe or managing remote learning. More aspirationally, I celebrate the creative team’s deliberate choice to ascribe admirable attributes to characters of color. The young pregnant woman is “determined,” the single Mom is “qualified” and the Black man is “experienced.” Well done, Indeed.

 
Karen Barrett – Brand Strategist

M&M’S – “Come Together”
When I saw this commercial at the beginning of the night, I thought it may end up being my favorite. It made me laugh, poked fun at my name (when is a “Karen” joke not funny) and included Dan Levy at the end. Now I want to eat some M&M’S.

Amanda Fowler – Digital Strategist

Toyota – “Jessica Long’s Story”
Toyota introduced us to 13-time Paralympic gold medalist Jessica Long as she swims through the phone call that would change her life. The stark contrast of water beneath visuals of her childhood is partnered with the audio of a call from Jessica’s adoption agency. You are pulled into the final moment of Jessica watching her mother excitedly agree to adopt her. The message of hope and strength was powerful enough to even beat out Amazon placing Alexa in Michael B. Jordan’s body. 

Carrie Hunt – Art Director 

Frito Lay – “Twas the Night Before Super Bowl”
This spot had me from the beginning with the uber competitive Manning brothers. The snacking, the matching pajamas, the snacking, the balls in the house destroying everything in their path, the snacking, the yelling, “Go to bed!”… I felt like this was taken right out of the playbook at my house. 

From a more serious perspective, I’m with Marty on Jeep’s “The Middle.” This one indeed delivered. The words really captured me and hearing it from the legendary Bruce Springsteen made it that much more impactful. My hope is that everyone in our nation heard those words and took them to heart. 

Kristi Sweeny – Account Supervisor

GM – “No Way Norway”
While I loved the message behind the Jeep ad, I was on the hunt for spots that made me chuckle this year. I mean, who couldn’t use a laugh these days? Both GM’s “No Way Norway” and M&M’S “Come together” spots were touchdowns for me. It’s hard not to resist Will Farrell, poking fun at “Karens” and gender reveal parties, and Dan Levy, of course. Both were funny, relevant (yay for more electric vehicles!) and stood out a bit from the rather ho-hum pack of spots during this year’s game.