During the Super Bowl, the competition isn’t just happening on the field as brands battle it out in the commercial space. In a television environment where ads can be fast forwarded through, skipped or just part of an overly crowded space, the Super Bowl is where commercials go to be seen.

Here are the Kcomm team’s favorite Super Bowl commercials of 2020:

Marty Kelso – Partner/Creative Director

Winner: Jeep’s “Groundhog Day”
“It took Bill Murray to rise above the evening’s aggressive parade of camp and cheese, with a well-edited rehash of the 90s hit movie featuring some lovable moments with a remarkably expressive critter.”

Runner-Up: Mountain Dew’s “As Good As the Original”

“The axe-through-the-door scene was expected in this parody of “The Shining” – what wasn’t was the green soda cascading through the elevator doors, and the final shock cut of Bryan Cranston as the creepy twins in the hall.”


Dee Grano – Vice President of Public Relations

Winner: Amazon’s “#BeforeAlexa”
“For me, this was hands down the funniest and most clever commercial of the night. I feel like Super Bowl advertising from the last several years has tried too hard, and this spot was a simple concept that was well executed. I love the introduction by Ellen Degeneres and Portia de Rossi, and the quick pacing through the different periods of time. The performances were perfectly timed and it seems the commercial directors gave the talented acting crew room to ad-lib (for example when the newsboy peddling fake news hits his forehead with his palm). Like a good movie or a book worth rereading, this spot was worth watching again to see the little things I missed before. That’s pure marketing gold.”

Marcie Kelso – Partner/Director of Accounts & Strategy

“I agree on “#BeforeAlexa.” The key element for me was the constant repetition of the product and its value. Too many ads are memorable, but the product they are promoting is not memorable nor is the actual value proposition of the product made obvious. The Alexa ad fulfilled all of the above.”

Karen Barrett – Brand Strategist 

Winner: Hyundai’s “Smaht Pahk”
“This commercial captured my attention immediately for two reasons: 1) I’m originally from Massachusetts so it made me smile and I appreciated those Bostonians featured and 2) the commercial clearly showcases a solution to a very relatable problem (needing some extra assistance with parking). Due to its creative, comic approach (playing off the old SNL sketch), I easily remembered the name Smart Park and that it was from Hyundai. Well done.”

Runners-Up: Google’s “Loretta” and Microsoft’s “Be the One” Featuring Katie Sowers
“Both pulled at the heartstrings and were well-branded and memorable. But I feel like laughing during the Super Bowl, hence my above pick.”


Carrie Smith Hunt – Art Director

Winner: Michelob Ultra’s “It’s Only Worth It If You Enjoy It” with Jimmy Fallon and John Cena
“HANDS DOWN the funniest. It had everything you want in a Super Bowl commercial – all kinds of sports, beer, good looking people, cameos and fun music with The Roots. “I’m so proud, I could squat you.” It even gives me inspiration to go to CrossFit to work off all of the buffalo chicken dip I ate last night.”

Runner-Up: Jeep’s “Groundhog Day”
“I was so happy to see someone reference this classic for the groundhog holiday. I loved the shot towards the end of the groundhog joy-riding with his head out of the window of the Jeep. Captures one of the best things about having a Jeep. Spot on.”

Honorable Mention: Hulu’s “Tom Brady’s Big Announcement”
“Such a good looking commercial – well written and produced. If I were even a little bit of a Patriots fan I would have liked it more.”

Amanda Fowler – Digital Strategist 

Winner: Google’s “Loretta”
“It’s no surprise this commercial was inspired by a true story as so many of us can relate to seeing loved ones through the process of aging and the ravages of dementia and Alzheimer’s. This spot inspired genuine emotion and reminds us that the smallest details in life are the ones worth remembering. Many on Twitter bemoaned how much data Google has on our lives and it’s a bit contested in our office for this fact but I’m happy to let it pull on my heartstrings the way it was intended. The true win for this commercial was that the emotion it evoked actually related back to the value of the product. Often tries at a heartstrings commercial fall flat on showcasing any true connection to the product.”

Runner-Up: Tide’s “Super Bowl now, #LaundryLater”
Emily Hampshire and Charlie Day alone make me happy, but I loved the shorter call back spots that continued to happen throughout the game. It gave the message staying power and kept finding Charlie Day in more hilarious situations.