Of course, its message is further diluted by the fact that, as many have pointed out, it doesn’t mention antisemitism at all. The ad’s non-specific message about not hating others is so basic, it feels like it should be directed to grade schoolers.
Hellmann’s
“Mayo isn’t exciting, but the job of an ad is to make it seem like it is,” said our production editor Eva Kis. “Hellmann’s not only failed, it was lazy in copying note-for-note the iconic deli scene from When Harry Met Sally, and thought that adding Sydney Sweeney would sell it. Hold the mayo, thanks.”
This is the biggest misopportunity, boasting big stars reuniting. There was an opportunity to surprise people and the biggest surprise was the appearance of a third star that appeals to younger fans who didn’t grow up watching Meg Ryan and Billy Crystal.
Creative pros we polled were also disappointed.
Hims & Hers
This was by far the most controversial ad of the Super Bowl. I mean, how many ads rile up industry trade groups and a bipartisan group of senators before it even airs?
But the controversy was well-founded. Some members of ADWEEK’s staff appreciated the message Hims & Hers tried to deliver. But many others in the newsroom found it less than impactful, with our writer Nicole Spector actually getting angry after watching it: “It started out so powerful and then it turned into some horrid Twilight Zone of irony. They’re lambasting the US system and then selling drugs made in the U.S.?”
Ad creatives also panned the ad.
