This Was the Worst Food-Related Super Bowl Commercial Last Night
Whether or not you're a football fan, the Super Bowl is a must-see event. Case in point: More than 102 million Americans tuned into last year's championship alone. Aside from the game and the halftime show, the most anticipated part of the evening—both for sports fanatics and people who just need an excuse to eat buffalo chicken wings—is the commercials. But not every advertisement is a winner, for lack of better words.
Airing a commercial during the Super Bowl can be a make or break moment for food brands. The average 30-second spot went for about $5.5 million this year, according to Fast Company. Needless to say, the pressure is on to make memorable commercials with mass appeal, which unfortunately results in corny humor at times.
The worst commercial that ran during this year's game was unforgettable—for all of the wrong reasons. But before we reveal the absolute worst food-related spot from this year's game, we thought it would first be best to unveil the runner-up. (Related: The 7 Healthiest Foods to Eat Right Now).
The second worst food-related commercial to air this year was…
Hellmann's 'Fairy Godmayo'
We'll say this: With a well-known comedian like Amy Schumer starring as the "Fairy Godmayo," Hellmann's first Super Bowl ad certainly had potential. And many can relate to this commercial's premise: When hunger strikes, a fridge full of random ingredients like an artichoke greets you.
Schumer waves her butter knife-turned magical wand, and an array of mayo-filled appetizers and desserts suddenly adorn the kitchen table. The commercial ends with the slogan, "Make taste. Not waste." But was a message about food waste truly set up for success in this case?
Overall, we appreciated the ad's lightheartedness. But we think Cinderella should keep her fairy godmother—and Hellmann's should stay in its lane as a beloved condiment rather than a magical food waste solution.
And now, the worst food-related Super Bowl commercial to air this year was…
Oatly's 'Wow No Cow'
"What just happened?" The same thought likely crossed your mind after taking in this second-quarter commercial and its obscure message.
As it turns out, Oatly's "Wow No Cow" commercial initially debuted in Sweden back in 2014, where it was promptly banned for unspecified reasons, according to Ad Age. In the ad, Toni Petersson, the Swedish brand's CEO, plays the electric piano in an oat field while crooning lyrics like, "It's like milk / but made for humans." Allegedly, the entire commercial only took one or two takes to film.
John Schoolcraft, Oatly’s chief creative officer, told the outlet, "You can look at it and say, 'That might be the stupidest use of ad space on the Super Bowl ever.'" But it's also genius, because Oatly's spot was the most memorable of the night's commercials—it was that bad.
Still, we'd say Petersson's vocals were a step above Mila Kunis' and Ashton Kutcher's duet in a certain Cheetos commercial. Hot take—or the cold truth? Speaking of oat milk, be sure to read 7 Best Oat Milk Brands to Buy, According to Nutritionists.