For every person who truly cared about either the New England Patriots or the Los Angeles Rams, there were likely just as many viewers who tuned in to Super Bowl LIII for the commercials.
The competitive nature that has been building among advertisers to see whose spot is entertaining enough to keep viewers in their seats during TV timeouts has bubbled into a $4 million per 30-second mini championship, according to Fortune President and CEO, Alan Murray, in his Monday morning email newsletter.
And while this year’s slew of commercials was largely tame in the political sense, there were a few that ranked high among living room critics. Social media erupted over Bud Light’s Game of Thrones collaboration, Hulu’s Handmaid’s Tale sneak peek and the combination of Steve Carell, Lil Jon, and Cardi B for Pepsi.
But the top prize, according to Fortune, went to a more emotional and earnest spot from, of all corporations, the NFL itself for its anniversary — directed by Friday Night Lights‘ Peter Berg .
The league’s celebration of its 100th year included an all-star cast of 44 retired and active players like Terry Bradshaw, Tony Gonzalez, Von Miller, Franco Harris, Marshawn Lynch, Larry Fitzgerald, Deion Sanders, Michael Strahan and Peyton Manning.
“Given the league’s PR problems, they should get credit for creating such an uninhibited romp,” Murray wrote.
As Commissioner Roger Goodell made a speech, players scrambled after a fumble and, in an ad full of highlights, one of the best moments was when Patriots future hall of fame quarterback Tom Brady handed over his rings to newbie QB Baker Mayfield.
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