Colin Selikow, Chief Creative Officer, DDB Chicago is featured in an ADWEEK Super Bowl LIX commercial recap where thought leaders across the industry share their thoughts on the night’s biggest ads.

Colin offers the following point of view: “The ads generally break down into three categories: those that do well within the Super Bowl format, those that break the format, like Coinbase or DoorDash last year, and the invisible rest. This year I thought there were standouts in the first category, particularly Hellmann’s, Liquid Death, Stella Artois, and Coffee Mate. Funny, good use of celebrity and memorable. In the second category, I thought Duracell was an interesting fake-out and certainly caught me. And then there were a ton that fell into the trap of gratuitous celebrity, manipulative use of emotion or just not going far enough.”

Read more here on what other creative leads thought.