SportsThe Buzz

During the Break: SAU’s Favorite Super Bowl 58 Ads

(Photo courtesy of Flickr)

The Super Bowl is an exciting time of year for many reasons. It combines the beloved sport of football, entertainment, and socializing. Over the years it has transitioned from a game to a cultural event. Super Bowl 58 was exactly that for SAU students. Even if their favorite team was not the Chiefs or the 49ers, people gathered to watch the game, celebrate the end of football season, and take part in traditions like making special dishes or participating in betting pools. 

Celebrities such as Taylor Swift and Lebron James attended the game, drawing even more attention. The influential R&B singer, Usher, performed at halftime. This year was the first time the Super Bowl was held in a state that sports betting is legal. According to USA Today an estimated 67.8 million people bet roughly $23.1 billion on the Super Bowl this year. 

Between the game itself, the halftime show, and the social angle, there was some part of the Super Bowl that anyone, not just football fans, were able to enjoy. One aspect that was talked about almost as much as the actual game was the commercials shown during the breaks. Some even watched the game simply for the commercials. This year brands paid around $7 million for one 30 second commercial according to USA Today. That price might have been justifiable, with NFL Football Operations reporting a record 123.4 million people watching Super Bowl 58 across all platforms. Students that attended one Super Bowl party shared thoughts on their favorite commercials. 

To football fans, the commercials offered a break from the intensity of the game. Cade Meek, a senior at SAU and a diehard Kansas City Chiefs fan, was on the edge of his seat for most of the game. “It was a nerve-racking game right to the end for sure,” said Meek.

Meek added, “I’m glad the Chiefs came out on top, but the commercials were a nice way to help keep me somewhat calm.” Taking a break from the action not only helped keep him calm but offered a comedic aspect as well. “My favorite was definitely Kanye West’s Yeezy commercial. I know there is a lot of controversy surrounding him, but I’ve always found his personality to be entertaining. The fact that he filmed the ad on his phone and the way he talked as if it was a video he was sending a friend made me laugh out loud.” Like most things he does, West’s commercial took a different approach to the “normal” kind of creativity typically seen in Super Bowl commercials. 

While commercials like Kanye’s offered a good laugh, others had more sentimental meanings. SAU senior Brooklyn Pottebaum, who is equal parts a Chiefs fan and a Taylor Swift fan, said her favorite commercial was the one for Cetaphil. “I grew up in a Chief’s family, and have been fortunate to bond with my dad over football,” said Pottebaum. 

There are varying opinions about Taylor Swift’s relationship with Chiefs tight end, Travis Kelce and the NFL’s coverage of it this season, but Brooklyn thinks it is beneficial for one main reason. “I know other girls might not like football as much as me, and consequently cannot relate to their dads when football season rolls around. I think the Cetaphil commercial did a great job of highlighting how Taylor Swift being so close to the NFL has likely helped fathers and daughters build stronger connections. This year other girls are able to feel a similar connection with their dads as I am every year, and that warms my heart.” 

(Photo courtesy of USA Today)

Speaking of adored celebrities, many of this year’s Super Bowl commercials featured prominent actors, musicians, athletes, and public figures. Senior Brock Lakin said his favorite commercial was State Farm’s, featuring Arnold Schwarzenegger and Danny DeVito. “The State Farm commercial was hilarious and nostalgic at the same time,” said Lakin. “I liked how they incorporated parts of some of Schwarzenegger’s most famous movies into the ad, while also poking harmless fun at his accent. I was already giggling at the hilarity of the commercial, but when Danny Devito came in at the end, I lost it. He is one of my favorite actors.”

Overall, the Super Bowl was a great way for people to come together and the commercials played a significant role in that. Whether meant to entertain, inform, or touch hearts, this year’s commercials were something people across the country, including right here at SAU, were able to enjoy, no matter who was playing in the game.