Super Bowl 2023: shots top ten

Miller Light and Coors Light walk into a bar. No, it’s not the start of a bad joke - it’s the opening of brewing company Molson Coors’ innovative, high-stakes Super Bowl campaign, created by New York agency Droga5 through ProdCo's Ian Pons Jewell.

In the lead-up to the big game, the brand released a series of teasers encouraging fans to bet on the details of the final spot released on Sunday, including which drinks it would feature, with a chance of winning $500,000. 

In the final spot, titled The High Stakes Beer Ad, ice is thrown, beer mats go flying, and the drink’s famous slogans are quoted whilst the two brews battle it out to take centre stage at the Super Bowl.

At the end of the spot, Coors pulls the rug to reveal that, actually, this is a Blue Moon commercial, and the Belgian White casually takes the crown.

This is How We Do It by Montell Jordan, I Love You Always Forever by Donna Lewis, Milkshake by Kelis, What is Love by Haddaway; if your brain isn't already wriggling with earworms then the concept behind this funny spot for Uber might just pass you by.

Starring Sean 'Diddy' Combs, One Hit For Uber One sees the delivery/taxi company attempt to create the perfect jingle by utilising a known hitmaker (and a few familiar faces).

Ticking off the Super Bowl checklist of BIG CELEB, instant recognition and chucklesome dialogue, the film, from agency Special Group and directed by Biscuit's Andreas Nilsson, succeeds with its witty choice of pop choons and a brilliantly self-mocking turn from Puffy.

We all know the classic ad maxim: nothing demonstrates the wholesome, all-ages fun of the Super Bowl better than the charming tale of crystal meth cookers...

Taking their iconic Breaking Bad characters and effortlessly pivoting their purpose to the delicate art of snack bakery, Bryan Cranston and Aaron Paul slay in this pitch-perfect spoof of the show for PopCorners Super Bowl spot, Breaking Good.

Developed by in-house agency D3, the spot's authenticity is maintained by bringing in Interrogate's Vince Gilligan, the creator of the TV phenomenon, to direct; giving the film not only the seal of approval but also invoking the distinct look and feel of the original.

With the show itself always expertly walking the fine line between drama and comedy, the refined chops of Cranston and Paul (alongside the delightful return of Raymond Cruz as Tuco) means the flip to chuckles is an assured delight.

Altogether now: Say. Their. Name!

This brilliantly whimsical Super Bowl campaign, created by Brooklyn agency Mischief for video streaming platform Tubi, sees unsuspecting victims abducted by a menacing fluffle of human-sized rabbits. 

Directed by Tom Kuntz through MJZ, the ad, titled Rabbit Holes, shows the creatures snatching people from their homes, schools, and cars, carrying them away and throwing them into dark chasms in the ground. 

As they hurtle down the holes Alice-In-Wonderland style, we see the walls are covered in screens showing all of the series available to watch on Tubi, and the spot encourages viewers to 'find rabbit holes you didn't know you were looking for'. 

Directed by Alex Prager through Arts & Sciences, this vibrant and entertaining campaign from Booking.com stars holiday-deserving mum and actress Melissa McCarthy. 

Donning an eccentric array of wigs and costumes, McCarthy sings in a musical-theatre-like fashion as she hunts for Somewhere, Anywhere to take her vacation, as she peruses a selection of destinations the site has to offer. 

The thirty-second spot, which includes a cameo by her husband, American actor, comedian and filmmaker Ben Falcone, focuses on how Booking.com makes booking a trip easy, reliable and fun, with the widest choice of places to stay, and will air during the fourth quarter of the Super Bowl this Sunday. 

Celebrity endorsements are ten-a-penny (or, more accurately, ten-million-a-minute) during the Super Bowl, but what if... shock, horror... the stars themselves were just PRETENDING to like the snack/beverage/insurance company?

Taking on the very subterfuge of the dramatic arts, Pepsi Max's Great Acting Or Great Taste pair of spots sees comedic legends Steve Martin and Ben Stiller showcase their considerable chops.

Created by Vanyer Media and helmed by Caviar's Jorma Taccone, the spots have the slightest whiff of sending the same script out to two stars and awkwardly having them both accept, but there's no shame in doubling up during the Big Game.

Is it the thrill of the big game? The promise of a massive audience? The truckloads of dosh? 

Whatever it is that attracts A-listers to Dada-esque levels of surrealism when it comes to Super Bowl spots, we're certainly always happy to see madcap creatives unleash their trippier side in coming up with concepts.

Case in point: Droga5's latest for Paramount+ sees Sylvester Stallone attempt to climb a face of Paramount mountain that's shaped like his unique phizog, all the whilst being cheered on by his daughters, Dora The Explorer, and Beavis & Butthead.

Directed by O Positive's David Shane, Stallone Face continues the knowingly silly series with a fun ad that is certain to get some laughs from fans of the Italian Stallion.

When you think of Miles Teller, your mind is probably cast to the fast-paced, thrill-filled likes of Top Gun or Whiplash - far removed from the mundanity of the everyday. In which case, you’ll be surprised to see his latest TV appearance. 

Directed by Trey Edward Shults through Reset, this wonderfully relatable and distinctly undramatic spot for Bud Light stars the actor and his wife, Keleigh Teller, in a painfully relatable situation. 

The film opens with the nauseatingly familiar sound of telephone hold music, as Keleigh lies despondently on the sofa, ninety minutes deep in the hell that is being put on hold. 

Teller reaches for two Bud Lights, pops the cans open, and starts to comedically dance to the tune. Before long, the couple and their Frenchie are throwing shapes in sync, enjoying passing the time until they almost forget they were in a call, underscoring the campaign’s tagline ‘Easy to drink, easy to enjoy’. 

We can all agree that the best 'musician finds love with a triangle' video is James Blunt's epic ballad on Sesame Street, but this new spot for Doritos gives it a fun run for its money.

Pulling in the big guns - Jack Harlow, Missy Elliott, even a surprise Elton John - Jack's New Angle sees the aforementioned rapper take creative inspiration from the angular shape of his Doritos snack.

Directed with flair by Hungry Man's Wayne McClammy, Goodby Silverstein and Partners' spot crams a lot of gags into its short running time; its assured construction making it sure to be a Super Bowl favourite.

Whilst kinda not-too-subtly taking its influence from &Rosas and The Gang's similar effort from 2020, this big-budget reimagining is nonetheless a blast.

After flexing his comedic chops in the hugely entertaining Super Bowl teaser, Adam Driver's Big Game spot for Squarespace sees him wryly take on The Singularity.

Playing on the cyclical nature of a website that creates websites, the parodically portentous film features a multitude of besuited clones sucked into a vortex of their own making.

Working as a lovely companion piece to the previous film, the witty observation is brought to tonal-perfect life by SMUGGLER's Aoife McArdle.