Yes, yes, I know what you are thinking — we put way too much thought into the Super Bowl on a year-to-year basis, and that the NFL is corrupt, and that commercials make us slaves to corporate America, and blah blah blah. And, sure, I can feel some of that. But, on the other hand, I like movies and TV shows, and like to watch well edited, well-made teases for them. So the Super Bowl can be a lot of fun for that (among other things) and, considering what was set to come to the game this year, Super Bowl 2018 was no different.
Of course, not all Super Bowl spots are equal. Many TV and film studios come to present their wares on the night of “The Big Game,” but not all of them can be as buzz-worthy and awesome as others. So which ones managed to impress me the most (and the least) at Super Bowl 2018? Well, by my account, there was a total of 15 new ads played at the game, so let’s just jump right into it! Check out the ranking of all the movie and TV spots of Super Bowl 2018 below, starting with…
15. The Voice
Ha ha ha no.
Admittedly not my thing but, hey, it’s the girl who played Moana, but in real life. And Ted Mosby. And singing. So there ya go.
13. Good Girls
Yeah, I just kind of blew through all the NBC commercials here, since clearly they didn’t put much work into them (when your network is playing the game and you don’t have to pay massive money to air them, why would you?), but I’m somewhat interested in this show. The main cast trio of Mae Whitman, Christina Hendricks, and Rhetta is super inspired, and this could be a fun and interesting series if done well. This is a standard spot (nothing too special), but it still looks more promising than the other NBC shows that got spots, so that counts for something.
12. Red Sparrow
This one obviously wasn’t made to get people super pumped with a buzzy first look, as the film is coming out in about a month, and has had plenty of footage shown off for it already. A purely utilitarian spot, made for people who aren’t following film 24/7, and just need to be told “Hey, this movie is coming out in a few weeks, so mark it on your calendar!” Based on this spot, will they? ¯\_(ツ)_/¯
11. Jack Ryan
I don’t have much to say about this one. The multiple president speech thing was kind of neat, and I am still here for John Krasinski: Action Hero (one of the only people who is, it seems.) But there’s a far more impressive John Krasinski vehicle that got a Super Bowl trailer, so stay tuned for that.
10. Unsolved: The Murders of Tupac and the Notorious B.I.G.
I’m probably not going to watch this show, but this was admittedly a neat idea for a Super Bowl spot. In a world where time is literally money (and every second you spend can cost you hundreds of thousands of dollars), putting so much emphasis on the seconds that the trailer is taking was a smart move. And contrasting it with how many years the murders of Tupac/B.I.G have gone unsolved was a smart way of presenting your concept too. Clever, marketers.
9. Jurassic World: Fallen Kingdom
As a trailer this was pretty solid, I guess. Certainly better than the first trailer for the film, that’s for sure. The part at the beginning with the girl in the bedroom was pretty great especially (reminded me of the opening of The Lost World quite a bit), but I still can’t muster any enthusiasm for this movie. And going BACK to the “they made a new dinosaur!” well is, like, the worst decision. I’m so tired of that shit, just after the one movie of it.
8. Solo: A Star Wars Story
We’ve waited months for the first look at Solo: A Star Wars Story, and it was mostly…fine. It felt a little too much like Rogue One’s teaser in my mind (similar “main character is with Empire, shocking!” and last minute character reveal), but it had its positives too. I’m all about that Lando as Donald Glover shot (DAT COAT) and Woody Harrelson, as always, looks great, but it’s going to take more to sell me on this film than that. Let’s hope tomorrow’s full trailer manages to do it.
I’ll watch Dwayne Johnson in pretty much anything, and I actually kind of dig this thing as a Super Bowl spot. The end bit with him hanging from the building, and his fake leg in danger of sliding off, is one hell of a tease. I’m not super into how modern and CGI heavy the film looks (especially in the face of its clear inspiration, the practical effects-driven Die Hard), but this was an effective little tease.
6. Castle Rock
I am all for the concept of Castle Rock, and this was a cool little atmospheric spot. As a longtime Stephen King fan, I hope this one will really end up being something special. It has one heck of a strong cast, at the very least. More Terry O’Quinn always, please.
5. A Quiet Place
Huh, I had no idea this movie had an alien invasion angle. That’s cool. Honestly, though, I’ve thought this was a cool concept since I first heard about this, and this is an effective little tease at the film. Not sure it will really grab general audiences but, whatever, I’m down. Bring it on, Jim from The Office! Let this be your Get Out.
4. Mission: Impossible — Fallout
God guys, I love this series so much. Just this little thing was enough to get my blood pumping, and these short spots are really great at showing Mission: Impossible at its best — namely, by cutting together a bunch of jaw-dropping stunts across the iconic theme music. It was great, and I am absolutely in for this one. The full trailer was released after the spot (and is pretty great too, IMHO), but here’s the spot that was shown during the game:
Oh man, what a TV spot. I have been psyched for the next season of Westworld since the first ended, and this was a perfect tease. Not only did we get an actual premiere date (April 22!), but we got some excellently atmospheric peeks at what is to come, all perfectly timed with one badass speech from Dolores Abernathy. It’s also great that the spot doesn’t blow its wad too soon — not until the impressive reveal of the cybertronic animal, you couldn’t even tell it was a Westworld tease. An impressive spot all around.
2. Avengers: Infinity War
I mean, obviously. It doesn’t take a lot to get me excited about this movie, but this brief spot still got me super hyped. Spider-Man in space! Iron Man and Doctor Strange combining powers! Cap’s badass new shield! Even at a third of the length, this spot had more impressive moments than the trailer released last year, which I would consider a huge success.
1. The Cloverfield Paradox
Oh, J.J. Abrams, you crazy motherfucker. Finally, we get to see more from this mystery Cloverfield installment after years of waiting and — surprise! — it’s being dropped tonight on Netflix. Nothing’s better than a big surprise with a Super Bowl spot, and this is one of the best ones of all time. The trailer too is also pretty great, what with the excellent shot of the severed arm crawling on the ground, and an authoritative Gugu Mbatha-Raw yelling into the screen. The pre-production of the movie has me a bit worried, but this trailer got me extremely excited, so that’s something. Let’s hope The Cloverfield Paradox can deliver. You can find out right now on Netflix! Right after I’m done posting this, I know I will be.
And that’s that, my rather arbitrary ranking of all the movies and TV spots at Super Bowl 2018. Overall, a surprisingly good set, and a legitimately shocking reveal with The Cloverfield Paradox thing. Now, to watch the actual movie, which is a cool thing to say about one of these things, right?
Also published on Medium.