17 underrated Super Bowl ads from the past 17 years

Sure, it’s great to have a Super Bowl ad that conquers the night—an Apple “1984,” a Volkswagen “The Force” or a P&G “It’s a Tide Ad.” But in such a competitive environment, winning isn’t everything. Most advertisers would just love to finish in the top 10, delivering work that’s a pleasant surprise rather than a preordained champion.

Below, we look back at some Super Bowl spots that were overachievers in past games. They didn’t sit atop many people’s lists, yet they provided welcome entertainment that maybe we weren’t expecting. 

Let’s hope we get more of these types of ads this Sunday—not world-beaters but well-made gems that leave us with a smile and a better feeling about the brands behind them. And for a look back at decades of Super Bowl ads, check out our extensive Super Bowl Archive.

Expedia, ‘Stuff’ (2022)

What better venue than the Super Bowl, that circus of consumerism, to deliver a sly manifesto about the emptiness of stuff? Expedia and agency Anomaly enlisted the always-charming Ewan McGregor to urge people to spend their money on experiences rather than things. Well written and engaging, this was a quiet yet welcome post-COVID plea to get out there and see the world once again.