Hey, remember that trick play from the end of the first half of Super Bowl LII? When the Eagles quarterback ran into the end zone and then caught a pass thrown by one of his teammates to successfully score a touchdown?
That was a great play! These five commercials that took up airtime during the 2018 Super Bowl broadcast, however, were not so good. In fact, they were terrible. Not funny, not clever, not moving, not… not good at all, frankly.
We hate to be negative (OK, we don’t hate it, but we don’t relish it either), but frankly Super Bowl advertisers owe it to their audience to make commercials that are at least decent, and when they come up short, we let them know. So let’s see some better work next year from the brands below, the ones responsible for the five worst Super Bowl commercials of 2018.
#1 – WEATHERTECH – American Factory
On the base of the Statue of Liberty, an inscription reads: “Give me your tired, your poor, Your huddled masses yearning to breathe free, The wretched refuse of your teeming shore.
Send these, the homeless, tempest-tost to me, I lift my lamp beside the golden door!” That is America. Building walls and keeping the rest of the world out is not.
So WeatherTech, while we’re all for producing jobs and products here in America, you should be ashamed for thinking that promoting the exclusion of human beings who want to come to America goes hand in hand with a Made in America message. Don’t pretend that the 2018 WeatherTech Super Bowl ad isn’t about building a wall, because it is. And it’s wretched.
#2 – WENDY’S – Iceberg
Hey, Wendy’s didn’t your parents ever teach you that if you don’t have something nice to say, don’t say anything at all? What’s that, oh… right! Right… we’re listing the worst ads of Super Bowl LII and… that’s negative. Well, it’s different when done in a critic’s capacity, this is in the name of journalism, not damaging a competitor. And really that’s all that drove the 2018 Wendy’s Super Bowl commercial.
Sure, they said that their beef is always fresh, but the real point they wanted to make was that McDonald’s beef isn’t. Both brands make a fine burger, so let’s find ways to self-promote without the put-downs, OK? (Besides, what family doesn’t have a freezer stocked with foods to be thawed and cooked? Are you saying you’re better than ALL of us, Wendy’s?
#3 – LEXUS – Black Panther
Dammit, Lexus, your cars are fine, but you just can’t seem to make a good Super Bowl commercial, can you? The carmaker’s Big Game ads have been middling at best for the past few years, and this year’s commercial for Super Bowl LII is every bit as uninspired as in past years. Which is hard to do when you have a badass like the Black Panther starring in the ad. The problem is, the 2018 Lexus Super Bowl spot doesn’t know if it’s a car commercial or an action movie trailer, so it falls short in both regards. Oh well.
#4 – WIX.COM – Rhett & Link
As we said when the ad first released, the Wix.com Super Bowl LII commercial explains what Wix.com is all about and how easy it is to use, but frankly by the second time we watched the commercial, we were bored to distraction less than half way though the minute-long ad. If a commercial can’t hold the viewer’s attention for more than half its brief length on a second viewing, then it really had no business being a multi-million dollar production.
#5 – GROUPON – Who Wouldn’t
Look, we like Tiffany Haddish a lot, OK? She’s charming and charismatic. And we like Groupon, too; it helps consumers save money and it can help local businesses grow and succeed. But when a Super Bowl commercial stoops to the gag of a football in the groin, said cheap shot better at least be funny, and in this 2018 Groupon Super Bowl ad, it wasn’t. So this is a miss here, folks. Just like so many of the kicks in Super Bowl LII.