This week marked a personal milestone in my quest for fitness in my fifties: I’ve taken up pickleball. I timed it perfectly to coincide with my favourite Super Bowl ad of the year.
For those unfamiliar, pickleball (not to be confused with padel) is reportedly the fastest-growing sport in the US. Its rising popularity was even showcased in a standout Super Bowl commercial this year. Michelob Ultra cleverly paired Emmy-winner Catherine O’Hara and Oscar nominee Willem Dafoe in a glorious battle against younger players, all for the prize of a refreshing beer. As a woman in her 50s trying pickleball for the first time, I have to say, I absolutely loved it.
Here’s the ad if you’ve not seen it.
Catherine O’Hara herself noted in an interview that she believes half the Super Bowl audience tunes in just for the commercials. So, what did this year’s big game offer from a marketing perspective?
Hellmann’s: When Sally Met Hellmann’s
https://www.youtube.com/watch?v=RIXB-7RHjBY
Hellmann’s cleverly recreated the iconic “I’ll Have What She’s Having” scene from When Harry Met Sally, featuring Meg Ryan and Billy Crystal. It was a delightful and nostalgic ad that effectively showcased the product while connecting it to a beloved movie moment. This, the brand’s fifth consecutive Super Bowl appearance, reinforces its connection to football culture and reminds viewers how Hellmann’s adds flavour to game-day dishes. While generally well-received, it’s interesting to note that this ad didn’t make Sprout Social’s list of top Super Bowl ads in terms of social media engagement.
Jeep: Owner’s Manual
https://www.youtube.com/watch?v=cDn_uFEXGXk
Jeep’s Super Bowl commercial, starring Harrison Ford, was cinematically stunning, albeit with a slightly rousing, pro-American feel. The 82-year-old actor delivered powerful lines like, “Longest thing we ever do is live our lives. But life doesn’t come with an owner’s manual… Mighta been nice, huh? But that means we get to write our own stories.” The ad beautifully explored themes of freedom and choice. Ford revealed that he initially declined the commercial but was ultimately persuaded by the chance to reunite with Indiana Jones And The Dial of Destiny director James Mangold. He described the commercial, titled “Owner’s Manual,” as a “rumination on life.”
Other Ads of Note
Several other celebrity-driven ads generated buzz for brands. Bosch’s spot featuring Antonio Banderas was a clever choice, perfectly aligning the actor’s charisma with the brand’s message. MSC Cruises effectively conveyed its blend of European style and American comfort with Drew Barrymore and Orlando Bloom. It’s a compelling positioning that’s hard to argue with.
From the playful energy of pickleball to the high-stakes world of Super Bowl advertising, this week has offered a fascinating glimpse into the power of connection – whether it’s the joy of a new sport or the impact of a well-crafted story.
Much to my husband’s amusement, I am now off to play another game of pickleball with my midlife mates.
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