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Raise your glass (or can) to the oh-so predictable Super Bowl ads

January 31, 2020

Perspective

Written by Peter Nicholson | Chief Creative Officer at Periscope

Jokes. More jokes. Some explosions. Bad accents. Laughs. Attempts at serious reality. This year’s Super Bowl commercials are starting to look like the same ol’ thing again, and that’s not a bad thing.

Year after year, the Super Bowl happens and the game is great or it’s a dud. It’s unpredictable, which is why, thank goodness, the commercials are not. Just check out 2020 teasers for brands like Cheetos, Doritos and Budweiser and you'll see.

I take comfort in knowing the majority of brands will try and make me laugh — with or without help from celebrities. A couple spots will take the opposite approach and get heavy and serious, and they’ll be judged as either authentic or full of BS. Regardless, all the spots will be big and entertaining, which is the point. They reassure us that no matter what is going on in our lives or in the world, we can count on a break (16 of them to be exact) during the big game — a break to laugh, maybe cry or even tweet “WTF?” That’s guaranteed. And that’s why the Super Bowl commercial formula, while so very predictable, is so very necessary. We all rely on it once a year to give us all a break, and we all deserve one.

Read more of Peter's perspective on Super Bowl 54 commercials featured in the Star Tribune.