Super Bowl 60 advertisers invested millions for a few precious seconds of attention. But which spots actually broke through? We asked creative leaders across the industry to weigh in on their favorite commercials from the Big Game.
From Instacart’s playful simplicity to Levi’s celebration of denim, here’s what resonated with the people who make ads for a living.
Instacart
Andres Ordonez, global CCO, McCann: The Super Bowl is a night of love for the game and for entertainment. When I filter the work through that lens, the ads that really stood out were the ones that remembered why people are there in the first place: to be entertained, to feel something, to smile.
In a night dominated by AI demos and health and wellness explanations, Instacart broke through by doing exactly that, while reminding us to open the app and order…bananas.
Levi’s
Jaime Robinson, co-founder and CCO, Joan: This is everything a Super Bowl spot should be: bold, culturally tuned-in, and unapologetically about the product without feeling like an ad. Levi’s didn’t just show up with a famous face—it showed up with taste. Doechii isn’t the obvious or safe pick; she’s the right one. She’s having a moment, and Levi’s got there early.
The James Brown swagger, the butts, the confidence—it’s sexy without tipping into cringe, playful without getting stupid. It genuinely plays like a music video you’d choose to watch, not a commercial you’re stuck with. In a sea of celebrity cameos and try-hard jokes, Levi’s made something people will actually pass around.
The killer move: the product is the hero. Every frame is about denim. The fit, the way it moves, the feeling you get in it—it’s all baked into the storytelling. You finish watching and you want a pair of jeans and to move your behind. That’s the assignment.
Jason Harris, co-founder and CEO, Mekanism: An iconic James Brown track and a fun, playful parade of memorable butts. This ad was refreshingly simple and charming, without being overcomplicating by gimmicks. It just showed us the main benefit of a great pair of jeans: to make your backside look good. It reminds us that Levi’s will forever be a brand icon.
