Super Bowl ads leaned on celebs, CGI and AI—and fell flat

Super Bowl 60 ended with the Seahawks winning and Bad Bunny delivering a highlighted performance. Between the game and the halftime show, a parade of expensive commercials leaned heavily on celebrities to promote everything from AI services to donuts and crackers, and many of the spots struck the writer as unmemorable.

Several ads relied on de-aged CGI, celebrity cameos and extended runtimes that felt like missed opportunities. Dunkin’s Ben Affleck spot, Xfinity’s Jurassic Park-themed commercial and a MrBeast ad were criticized for awkward CGI, weak humor or diminished on-camera charisma.

Other examples included Sofía Vergara appearing in three different commercials, an ongoing Uber Eats–NFL campaign built around a contrived food conspiracy, Matthew Broderick selling AI for office work, and a Novo Nordisk ad packed with a scattershot group of celebrity appearances.

super bowl, seahawks, bad bunny, celebrity cameos, de-aged cgi, dunkin, ben affleck, xfinity, mrbeast, uber eats