# Top 10 Super Bowl Ads (Full Breakdown)

## Метаданные

- **Канал:** Sabri Suby
- **YouTube:** https://www.youtube.com/watch?v=vCqw8Zb3clw
- **Источник:** https://ekstraktznaniy.ru/video/27609

## Транскрипт

### Segment 1 (00:00 - 05:00) []

These are the top 10 Super Bowl ads of 2026. I have spent over $250 million on ads, so I know a thing or two about advertising. I'll be breaking down these ads to find the very best Super Bowl ads of 2026. Let's tuck in. You're not the only one from the scabby head. All righty. So this is classic comparative advertising. You know Pepsi, they're not number one. They know that So what do you do? You throw stones at number one. So the ad starts off direct comparison between them and Coke. Um and then they've used their polar bear trying to kind of come off, you know, cultural moment. Yeah. They've got the whole Cold Place meme that went completely viral on the internet with the CEO and the HR lady. But other than that, it's not very strong. Why? because first of all, you're advertising in the Super Bowl. It's an absolute hunger games for attention. Um, and there's no vocals, there's nothing. You need to hijack people's attention because it's basically these are coming up as ads, right? Everyone wants to go grab another beer, have a drink, go to the bathroom, and unless that ad grabs them in the first 5 seconds, it's over. So, this ad doesn't really do that. You kind of know straight out of the gate. There's no curiosity. There's a polar bear there doing the blind taste test of Coke and Pepsi. You kind of know the drill. So, I'm going to rank this at a B. All righty. Let's tuck into Salesforce/Slack. This is a Mr. Beast ad. — I'd like to withdraw a million dollars. — First 5 seconds. Good hook. Noticeable celebrity. We don't have any idea what this ad is about. It opens the curiosity loop. So, guess what? I have to keep watching. That's exactly what I'm going to do. Well, where's your security? Uh, — yo, we need to go. What's taking so long? No, I'm busy right now. Okay. Can you just give me some time? — Name? — Jimmy. — What do you want some money for, Johnny? — Jimmy, and I really can't tell you. — Okay. What's your job? — I make YouTube videos. — What is your job? — Yo, our tanks are getting tough. The sign says 30 minute parking. — Just go figure it out. — What on earth are you going to do with $1 million? — It's a secret. I really can't tell you. — You ought to tell me or we have no more to discuss. — Oh, do you guys give us a minute? — You guys can all just — Yeah. At least go with them. — Listen here, Gray. I'm doing a super secret world commercial where I'm giving away a million dollars. We're hiding in a base in the desert and the last thing I need is this million dollars. — Desert. I thought it'd be cooler. — Cooler. It's a vault with a million dollars with a giant base, hundreds of guards, thousands of lasers. How's that? — Hey Jim, we really need to switch this up. I've got sales force. — Are you rolling? — Salesforce. Me and Mark need a million dollars. a lot of money. — You do a lot of penny. — Yeah. And he would love it if you gave us the money. That million dollars. — Yeah. — Oh, yes. — Yep. You got it right there. — Send over a million dollars immediately for Johnny. Yes. — It's right there. The million dollar is — My favorite Salesforce tool is Slack. — My bank is it all. — I love to hear that. Uh, by the way, uh, during the fourth quarter of the game this Sunday, uh, is when our first will air. You want to watch it? — Oh. Oh, I would never miss it. — Okay. You might win a million dollars. — Are you kidding? Never. — All righty. So, first up, they did an amazing job with the hook. They opened up the curiosity loop, got me watching, and then the ad kind of falls flat. did anything after watching this from a brand recall perspective. I would have thought that this is an actual ad for Mr. Beast himself. So, I think he whatever he got paid, he got a good gig because there is very minimal branding. Most people that watch the Super Bowl are not going to know who Mark Beni off is, which is the founder of Salesforce. And then this is obviously they bought Slack and this is advertising that there's no use case. There is zero connection between someone going in to get a million dollars in a tank and actually what it does. And if you're an average person watching this and you walk away, you don't know the company.

### Segment 2 (05:00 - 10:00) [5:00]

You don't know what it does or what the problem it solves. If anything, you just walk away knowing who Mr. Beast is. So the first, you know, 5 to 30 seconds, they do an incredible job. But then the ad goes on for 2 minutes and 25 seconds of just dialogue trying to establish what he needs. the million dollars for. However, I do like the gamifying the million dollars um and bringing in the audience participation, but other than that, it's not a very strong ad. So, I think I'm going to rank this at a C. Let's go to the next one. Pringles. — I'm so tired of boys. I need a man. — First 5 seconds. You've got the product, you know, front and center. You've got Sabrina Carpenter. Obviously, someone that's very culturally relevant. So, a good job already. I have no idea what it has to do with Pringles. And now I'm seeing this Pringles characture. This man made out of Pringles. It's got my attention. — Once you pop, the part stop. — Yep. So, I think it's a good job. Great hook, very noticeable, someone that's very current and relevant. And there is not one single slide in this ad that doesn't have the product left, right, and center. And then they get the branding play at the end of their CTA. This is going to be straight in the A tier. Next up is hims. — Rich people live longer. All that money doesn't just buy more stuff. It buys more time. The wealth gap is a health gap. The rich have health care that comes to them. Custom formulated peptides, specialists on call and preventative care before they leave it. They get the best of everything. So why don't you? Now you can do her and turn her diagnostic testing for a complete snapshot of your health. Weight loss treatments that can be micro dosed to fit your goals. Menopause and testosterone hormones to keep you feeling great and early cancer detection through a simple blood test. The same science, the same access, no connections required. Now that's rich. — All righty. This one is damn good. So, you can tell that this company is a performance marketing company because of this creative. And I'm going to break this down to show you why it's so good and why it stands out from the rest of them. First of all, very, very strong hook. Very polarizing. It grabs you. And then they haven't just used the auditory hook of actually saying that. Then they've got all these visual what the [ __ ] They're like stretching this old woman's face and giving her like a faceelift as she sits down on the seat. It's the sound design. It's the number of shots that automatically change, you know, frequently within those first 5 seconds. Um, and then in addition to that, they've used Common, a rapper, as the person that's actually doing the voice over. So, there's a bit of familiarity as well for the target market. — All that money doesn't just buy more stuff, it buys more time. — The amount of changes in scenes and visuals. The way to tell a good ad is also if you watch the ad with no audio and you see if it visually grabs you and pulls you in. And that's exactly what this ad does. Like even if you can't if someone just clicked on mute on the television in between, you know, the plays in the Super Bowl, you'd still wonder what the hell this thing is cuz there's so much going on that doesn't even need to be communit communicated um through the audio of the ad. — The wealth gap is a health gap. The rich have healthcare that comes to them. Custom fun — and it's just perfect. They're picking rich people as the villain, right? Everybody knows all the saying. Um you know, filthy rich is a negative term. Um, and money is the root of all evil. So, they already had they know this, right? They know how to divide the audience and they're attacking the rich people in the actual ad. And then they're saying that like they live longer. They have all of this cool [ __ ] that you don't get to have. And so, they've got they get your attention. They're getting your interest now. Now, let's see how they actually turn that into desire. — Peptides special. — Peptides. Obviously, if you're, you know, if you go on Instagram or YouTube or anywhere, you can't get away from peptides right now. So, they have literally jumped on the trend as it's just exploding. Again, it's current, so it gets my interest on call and preventative care before they eat it. They get the best ever — and it's perfect. It's all building into this moment like rich people laughing, getting all these crazy biohacking treatments done to them, and they're really villainizing these people. So they've set up, you know, the enemy, so to speak. — So why don't you now you

### Segment 3 (10:00 - 15:00) [10:00]

— right now halfway through the ad, we transition into, okay, we've agitated the problem. We've got you really pissed off, so why can't you? Well, you can. And the way that you get it is through actually using this business. — And do him and her diagnostic testing for a complete snapshot of your health. weight loss treatments that can be micro dosed to fit your goals. Menopause and — and so not only h are they switching now into like the CTA and the desire of it, they're picking the widest TAM mass market problems that exist, right? They go with obesity first and they're going into like menopause. They're going to all these different things that they obviously are their bestselling product. So they have a very wide TAM and this is how they're going to then transition into the CTA. So there's a saying, right? is you want to have a proven business. Basically, take a service that is only available to rich people and offer it to the masses just like Uber did where private chauffeers only reserved for the rich people. They open that up to the masses. Um, same with Airbnb. So, what these guys have done, they're just literally jumping on that same bandwagon. This is all the crazy health stuff of rich people living longer. You've never been able to access this because it's so expensive, but now you can and it's very simple and it's very affordable. So, yeah, this is a great ad. This ad is going straight into the S tier. Next up is Bet On. Let's take a look. — Betting on the right guy with Fanatic Sportsbook, explained by Kendall Jenner. — Haven't you heard? The internet says I'm cursed. Any basketball player who dates me kind of hits a rough shake. — While the world's been talking about it, I've been betting on it. How else do you think I can afford all this modeling? — This pool basketball boyfriend one missed the playoffs. I guess nobody was getting a ring in this house. Do you like this bad boy? boyfriend too flopped right out of the league. Not that I ever drive. — This cute guy. — But today, it's time to bet on something new. Football players. I'm making my bet on who's going to win. And you can bet with me or against me on Fanatic Sportsbook. Next up, San Francisco. Football Boyfriend. Yes, — bet on Kendall. Only on Fanatic Sports Book. — Yeah. So, this is a brilliant ad. It's taken from the whole play of Wolf of Wall Street where they had Margo Robbie, I think, explaining like what derivatives were or The Big Short, I can't remember the movie. Um, but you basically pick somebody that is not known for sports betting or not known for the thing that you're selling and you partner a very well-known celebrity with that. Um, and that's the way that it works so well. It's like somebody that's very unsuspecting explaining something instead of using, you know, what the avatar would be. So, let's have a look at the hook. Betting on the right guy with Fanatic Sportsbook, explained by Kendall Jenner. Haven't you heard? — And this is everyone knows about the Kardashian curse. Well, it's a whole thing in pop culture. And so immediately the hook isn't about the product. It is about something that is already out there in the zeitgeist, which is great. The script is very tongue and cheek. It's very, very good. Um, and it's very fast-paced. This ad goes for, you know, a minute and 25, but there's so many scene locations. She's always moving. Um, and there's lots of humor all the way through it, which is great because the ad in itself is entertaining where it's not just selling what it is they're doing. They're talking about her, why she's in the ad, um, and all of these things like that she's known for. Basically, — any basketball player who dates me kind of hits a — any basketball player that dates me hits a rough patch story, right? The reason the story is so good is cuz it's a retention mechanism. I have to hang around to figure out like to hear the rest of this story regardless of whether or not I'm interested in sports betting. I'm interested in the story. And if you can get them to consume, then you get them to buy because consumption precedes conversions where most people are just so fixated on selling their product in the ad that they don't focus on the entertainment value. So, these guys did a great job at this. How else do you think I could afford all this modeling? — This pool basketball boyfriend won missed the playoffs. I guess nobody was

### Segment 4 (15:00 - 20:00) [15:00]

getting a ring in this. — So, this is like the perfect way to tie in something that is entertaining with what the actual product does. So, they're talking about like betting on boyfriends and her bad luck spill with all of these and how she's got the Kardashian curse and she's cursing them all. But there's a still a synergy about betting on the actual game. So when it comes time to CTA, it's not like this very abrupt aggressive thing. Like you've already been fusing it in all the way through. — Do you like this bad boy? Boyfriend two flopped right out of the lead. Not that I ever tried. — You do. Thanks, boy. — So, every scene there's a reason why she's at the scene. Whether it's the car, now it's the jet, it's talking, she's still leading it in and threading in the hook into this. — So, today it's time to bet on something new. — All right, now we go into CTA. 58 seconds into a 1 minute and 25 second ad. Um, so now it starts to get serious, but it doesn't feel like very jolting because the way that they've done it. football players. I'm making my bet on who's going to win. And — polarizing the audience, picking the two teams that are in um the Super Bowl. — You can bet with me or against me on Fanatic Sports Book. Next up, San Francisco Football Boyfriend. Yes. — Gaming it in. I'm not a sports bet myself, but I can pretty much guarantee you that if you download this fanatic sports bet, there will be some tie-in with Kendall in it for betting on the Super Bowl. It will show you who she's betting on. Um, as she's tied in the CTA, you can either bet with me or against me. Um, which is good gamifying of it. — Bet on Kendall only on Fanatic Sports Book. — Solidad a tier. All righty. So, next up is Uber Eats. — When a quarterback runs, they call it a scramble. You want a morning scramble, Bradley? — Must you have somewhere else to be? — Think about it. Field goes designed after a flip. And — that can't be true. Football is not selling food. You cannot keep this up. — Players names CJ Ham. Malik Ham. — You're cherrypicking. — Gerard Cherry. Don Cherry. — Oh, did you tell him about pancake blocks? — Several times. — Take a closer look, Mr. Bradley. Tell me, what do you see? — Pro Football Hall of Fame. — It's a juicer. — What? — The Hall of Fame's a juicer, BRADLEY. CHECK IT OUT. ENOUGH. — You're never going to convince me that football selling food. So, what do you say we just squash this beef? — Beast food. So, squish. You son of — burgers. When football makes you hungry, order Uber Eats. — Yeah. So, this I I don't rate this ad very highly. First of all, the hook you're watching. If you're watching this and you can't hear the sound, the ad opens up with a pickup truck driving down the road and then the back of a celebrity that you've paid an enormous amount of money to get in this ad. So, you don't have the visual recognition straight out of the gate, which is an absolute huge no no. — They call it a scrap. — So, only like at 2 seconds in, I know that seems like very quickly, do we basically start to see Matthew McConnA? Um, we don't see the other celebrity, which we're going to see in a moment, Bradley Cooper, but you got to start with them straight out of the gate, especially if it's not a really strong establishing scene. — You're on a morning runs, they when a quarterback runs, they call it a scramble. You a morning scramble, Bradley. — Don't you have somewhere else to be? — Bill go. — So, we're 10 seconds into the ad. I do appreciate and recognize, you know, them being on theme with the Super Bowl, like talking about a super um a quarterback straight out of the gate and them running. So, it's like, okay, cool. — Designed after a fork. — That can't be true. Football's not selling food. — Players names CJ H Malik Ham. — You're cherrypicking Gerard Cherry. Don Cherry. — Oh, did you tell him about pancake blocks — several times? So, we're already halfway through. Yes. Okay. We've got him eating cherries. We had an Uber Eats bag getting unpacked with groceries in it, but it's not a huge strong use case of the actual product. It's like what are people using to b Uber Eats for more so than buying groceries and fresh fruit, right? They're going to be getting pizzas, burgers, tacos. So just take the most ordered stuff that people use on it and then infuse that cuz that's going to be a much stronger identity trigger than this stuff that has zero brand recall. There's like lime soda, like a box of cherries, and then berries on there.

### Segment 5 (20:00 - 25:00) [20:00]

Like that does not scream Uber Eats to me. — Take a closer look, Mr. Bradley. Tell me what. — And now he's here obviously squeezing fresh orange juice to tie it back into the stadium. — What do you see? — Pro Football Hall of Fame. — It's a juicer. — What? the hall of fame juicer Bradley. Check it out. — So, first of all, I think that they've buried the hook. I think the hook is either this section in the car where he's like it's all food. — Sir Bradley, — that's either the hook or this next line. — Enough. — You're never going to convince me that football's selling for you, — right? or that that they're much stronger hooks. You get both of the celebrities, both of their face. It's more of a pattern interrupt. — So, what do you say we just squash this beef? — And then look how now look how awkward the CTA is. Like it just takes a hard [ __ ] right soon as the CTA is dropped. — So, you suck. — Burgers. When football makes you hungry, order Uber Eats. — Yeah. So, that is a very awkward CTA burgers. Like, it's the first time that we've even spoken about burgers in the ad. The ad just takes an incredible hard right straight out of the gate as soon as we drop the CTA. So, yeah, like they put all the ingredients on there to celebrities tied into football, all that cultural relevance, but it just doesn't taste right. I'm going to have to give it a B tier. Next up, we've got Dunkin' Donuts. — Jen, Matt, I got a pitch for you. What's old is new. What's cringe is good. What's up is down. We're sitting on a gold mine. 67. People are saying that too, you know. And that's being perfect. Timely. Duncan. It's like you're looking at me now like like you don't believe. — So Dunkin Donuts has completely pivoted their business to basically go more towards drinks and targeting the young younger demographic. And that's why it's like they're just relating on like this ad is called Golden Cringe. They're taking all the cringe things that like these parents would be doing, all the cultural memes and 67 and all of these different things um to directly target their avatar, which is great cuz it's what we call dog whistle copy. It's a specific whistle that appeals to this specific audience. Um and it's an identity trigger because they certainly haven't used the actor or the celebrity that is an identity trigger. So, they're trying to do it um through the actual script. Studios didn't believe. Networks didn't believe. You know who believed? Duncan, because when I went to go get a coffee, they were selling them. I'm talking about 92. Other stores were kicking me out. They were like, "Don't panhandle. " You ever seen the Ghostbuster beams? How they come together? That's me and Duncan and then we come together marshmallow dude explode. All kind of stuff happens. Point is, this is the pinnacle of all our careers. All I require is your consent. I tried to jam this out already without your permission. Boys, I'm not going to spend my time in litigation, especially not as a defendant. That's very unpleasant. I had everything in my mind what I was going to say when you just came in and now I feel like I might be ruining it. So, there's a bit of a disconnect with this ad because the brand has taken such a 180 with who that they are basically targeting. This feels like the brand manager or the agency that put this together was of the avatar of when Dunkin Donuts was in the comeup where people were going there to actually get coffee and drink donuts where that's not the case anymore. But they're kind of in two realms. They're like one trying to target those people, but then they're trying to target the younger demographic by making all this stuff cringe. So it just doesn't hit. I just watched this ad. It goes for exactly a minute and the ending line is America runs on Duncan, but there's no really strong CTA. There's no product placement anywhere throughout the entire thing. There's no mention realistically of brand or any visual references to the brand in the entire ad except for the CTA. So, this ad completely relies on someone watching the entire ad and being completely watching this locked into know cuz I don't know what the hell this ad is about either. So, it's not a great ad. Next up, we've got Squarespace. All right, I can't watch the rest of this ad. It is [ __ ] Um, basically like it's zero connection to what it is

### Segment 6 (25:00 - 29:00) [25:00]

they're doing. I can see that the brand managers that put this trash together basically wanted to win some artistic awards cuz that's what this thing is trying to do. is trying to be a piece of art. That's not what ads are there to be, to be a piece of art. So, it starts off in this thing. It's all black and white. It looks like Shutter Island. It's like says that the website is unavailable. I'm 40 seconds in. I don't care. Like, this is just boring. It has zero relevance to what it is that I'm talking about. And it's leaving the big selling angle about Squarespace of like you can have a website set up in seconds. So, I think they completely missed the mark. This is the shittiest ad of the Super Bowl thus far. Next ad is for Instacart. — Choose your bananas. — Instacart. This is so stupid. So, first of all, they've gone like with the full8s retro theme. And in advertising, right, the human brain, it basically pays attention to things that are like new or novel. This feels old and jaded. And it's like, it starts off, it feels like a music clip, first of all. doesn't feel like an ad, which typically I wouldn't have a problem in, but this is a 2 minute and 29 second ad. And it's just like I'm not going to have the bandwidth or the stamina to get through all of this thing. And there is no product placement all the way through this entire ad. Let's get to the punch line. Johnny, — they've used humor and they've gone over the top, but it's just not a great ad. It's not short punchy enough. It doesn't hijack your attention, make you be on the edge of your seat with intrigue trying to figure out what is going on with this ad. they've used, you know, a celebrity being Ben Stiller, but you it's so like the the editing that they've done on this, it's so hard to even see that is Ben Stiller. Um, and it's just buried. Let's get to the CTA. — No, — bananas. Just how you like it. That's the catch line. Doesn't mean anything. It really is like just a piece of entertainment that you put out that someone thought that this would be funny. This is not going to drive sales for Instacart. Next up is Kinder. — No bueno. — Yes. Get more in here. Yes. — Wait for Hazel. — Yes. Bueno. — Not great. This is where someone's gone too heavy on the other side and they've like we just need to make the product be front and center absolutely everywhere. And they haven't really thought about the consumption of it. It starts in a spaceship. Lo bueno. It's for a Kinder Bueno. Okay, cool. And then it's just all the way through it. They thought, let's just sprinkle in some celebrities as well, but the entertainment value is low. The product demonstration is high because it's all the way throughout of it. But you need to get the message to first get spread. Like, you don't make money from running a Super Bowl ad with like a one: one ROI. That's not how you win the game. The way that you win the game is by creating a moment of cultural relevance and it's getting people to basically share the ad. It's in the leadup to launching of the ad. It's the conversation that happens around the water cooler the next week after the game where everyone starts to talk about the ads and people are sharing it on social media. But this doesn't have that sharability and therefore it's a complete failure. And if you like this video, I made this one where I break down in great detail how to make a viral ad that takes over the internet.