The Kickstart dancing commercial was pretty entertaining, even on a second and third view (it ran A LOT during the pre-game). I LOL'd at First Draft, that one was clever. Clash of Clans / Liam Neeson was funny as well, and I laughed at the Morphie (phone charger) one with God's cell phone being low battery.
That said, there was way too much emotional bullshit in this year's commercials. It's like every ad agency in the world looked at the response to last year's Budweiser puppy commercial and decided that tugging at heartstrings was a better way to win over consumers than making them laugh. The cumulative effect was that I began to loathe any commercial that looked even remotely like it was trying to connect with me on a level other than humor.
So many car commercials that wanted to speak to me about being a dad, as if what kind of car I drive has fuck all to do with the kind of father I am. My pick for winning car commercials of the evening : Jeep for the cool spot showing off it's SUV while showing off America, and KIA, for the funny Pierce Brosnan spot playing off his former Bond role.
WTF Awards go out to the Jeff Bridges commercial, the toe fungus commercial (featuring a gross toe with fungal "hair" in a football helmet, pass the dip!), the Coke spot which somehow came off as making light of cyberbullying, and of course the godawful piece of shit that was the Nationwide commercial. How the hell did a dozen people in a room somewhere approve that? I can see the Nationwide CEO this morning saying "We spent 4.5 million of our advertising budget to bring DEAD KIDS to the Super Bowl? Fire everyone associated with this, now."
Honorable mention goes to Game of War for once again embarrassing the video game industry by making it look like all gamers are horny 15-year-old boys, especially given the past year's increase in awareness of the impact of objectification of women in video gaming. Stay classy Game of War. Also winning honorable mention is Toyota (I think it was) for featuring "Cat's in the Cradle" in their commercial about absent fathers, a song that was written and performed by a singer who died in a car crash.