Have Super Bowl Commercials Lost Their Magic? Top Creatives Weigh In

Top industry execs on the downside of the Big Game

Adweek video
Headshot of Tim Nudd

It’s still advertising’s biggest night. But Super Bowl advertising certainly has its critics among the industry’s top creatives.

Some believe the obsession with the Super Bowl cements the idea that creative on the game has to be better than creative made for all the other days of the year—a double standard that doesn’t make a lot of sense. Others think pre-releasing the spots has robbed them of some of their mojo.

Check out the video above to hear from several prominent Super Bowl critics.

• For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LII Ad Tracker. And join us on the evening of Feb. 4 for the best in-game coverage of the Super Bowl commercials anywhere.

@nudd Tim Nudd is a former creative editor of Adweek.