Unpopular opinion: Super Bowl ads are the best part of the Super Bowl. Here are our top picks from 2019:

We watch the Super Bowl every year — and it’s not because we’re dedicated football fans. As a digital marketing agency, we like to stay current in the world of advertising, including commercials.

This year, companies like Amazon, Bumble, and The Washington Post created memorable commercials. Some of these commercials mark an important pivot in brand identities – Dorito’s act of teaming up with The Backstreet Boys and Chance the Rapper seems like a crazy mashup but in hindsight is actually a brilliant tactic to hit the millennial demographic.

Doritos | Chance the Rapper x Backstreet Boys | #NowItsHot

The brightly coloured, animated Dorito’s Super Bowl commercial is a huge win with a younger audience. BsB is a great 90’s throwback (clearly this commercial is timed for their DNA album release) and general public opinion of philanthropist Chance the Rapper is very positive with millennials, aligning Dorito’s with two much-loved names in music. Plus, the commercial centers around a cleverly executed, rammed-into-your-brain catchy jingle.

Expensify | Adam Scott x 2 Chainz

In a hilariously unlikely duo, Adam Scott and 2 Chainz team up with Expensify. The commercial manages to make an expensing app cool while poking fun at Scott, the notoriously nerdy Parks and Rec star.

Amazon's Alexa | Forest Whitaker x Harrison Ford x Ilana Glazer and Abbi Jacobson x Mark and Scott Kelly | Not Everything Makes the Cut

Amazon’s Alexa expertly makes fun of themselves in this Super Bowl ad. Their ‘failure’ angle shows larger-than-life product ideas which didn’t make the cut. Showcasing things like a dog collar that can read your dog’s mind, the Alexa commercial takes a tongue-in-cheek attitude on how much failure goes into designing something technologically advanced. The commercial is entertaining with just the right amount of self-deprecating humour.

Bumble | Serena Williams

Bumble pairs with Serena Williams for their pro-feminist Super Bowl commercial. The message: Take charge. Coupled with powerful clips of Serena Williams being the G.O.A.T. in tennis and in life, her voiceover inspires fierceness in women everywhere. She tells the world that “being a lady” is over, it’s time to reclaim your power.

The Washington Post | Tom Hanks | Democracy Dies in Darkness

The Washington Post uses Tom Hanks’ familiar voice to outline the role journalism plays in democracy. They honour fallen journalists like Jamal Khashoggi and Marie Colvin in an emotional tribute.