Super Bowl 2019 is done and dusted, but after a largely forgettable game we suspect it won’t be the on-pitch action which gets discussed by water coolers at workplace all over the globe today – as is the tradition, the commercials which ran during the coverage will no doubt generate more discussion.
Commercial breaks during the Super Bowl are advertising prime real estate and companies pay millions to get their few seconds of fame. This year was no different; we got the usual selection of movie trailers, drink commercials and a few tech offerings, from the likes of Amazon and Microsoft.
Without any further ado, here are the highlights – and there’s not a single ball to be seen anywhere.
The most amusing commercial was this Bud Light spot, which initially seemed like a continuation of the brand’s rather tiresome ‘Dilly dully’ campaign, which is set in a medieval realm shot through the lens of an American director (everyone talks with an American accent). The twist here is that partway through, The Mountain – an undead warrior from the hit TV show Game of Thrones – enters the picture, before the entire scene is set alight by a dragon. The final season of Game of Thrones starts soon, which makes this an inspired piece of marketing – and also hopefully the end of the terrible ‘Dilly dilly’ campaign.
Captain Marvel was one of the big trailers of the game, showing off the iconic superhero in all kinds of death-defying situations. It also shows a young Nick Fury and a rather scared-looking villain, played by Jude Law.
Microsoft’s Super Bowl commercial – its first in four years – was aimed at its Adaptive Controller, one of the most exciting developments in gamepads we’ve seen in decades. It allows players with disabilities to fully enjoy their games, and it’s great to see it get such widespread attention.
Sticking with the tech side of things, Amazon poked fun at itself with a commercial which hinted at a horrifying future where Alexa is embedded in everything. Even Harrison Ford isn’t impressed.
Another big trailer was Toy Story 4, which didn’t show us much in terms of story but did go big on laughs.
However, the biggest trailer was for Avengers: Endgame, which is likely to be one of the biggest Marvel movies ever. We got to see a few familiar faces – many of which (spoiler alert) kicked the bucket at the end of Infinity War – as well as the surviving team that will presumably kick Thanos’ butt in the upcoming film.