Which brands really won Super Bowl 2023?

Carolyn Walker,
Response

“The Farmer’s Dog did a great job of emotionally engaging you in the story and the brand. Even if you don’t have a dog, you’ll want one after seeing the ad.” —Carolyn Walker, CEO and managing partner, Response

John Godsey,
VMLY&R

“Many years ago, a seasoned advertising professor told me, ‘Use dogs and babies, but use them well.’ The Farmer Dog’s captured the life-long bond between dog and owner so authentically and poignantly, it had me hugging my pup and thinking these folks probably know how to make pretty damn good dog food, too.” —John Godsey, chief creative officer, North America, VMLY&R

Keith Stoeckeler,
Heartlent Group

“The Farmer’s Dog made me emotional. I lost my dog last year and it was speaking to me because it’s true. It got me.” —Keith Stoeckeler, founder and head of strategy and operations, Heartlent Group
 

Allan Gungormez,
Mocean

 

“Only one spot got me to take action and it featured no celebrities at all. Not only did The Farmer’s Dog have me immediately get up to pet my dog—who wasn’t watching any of the commercials—but I placed my first order soon after.” —Allan Gungormez, executive VP of strategy, Mocean

Jen Herbert,
Amp Agency

“The Farmer’s Dog’s spot managed to tell the tale of an aging pet in such a unique and beautiful way that I found myself sobbing into my nachos.” —Jen Herbert, strategy director, Amp Agency
 

Sam Zises,
[L]earned Media

“Despite the steep cost, DTC brands like The Farmer’s Dog emerged on the scene. With more brands creating their ads in-house and utilizing spend on production value—rather than a star-studded cast—this risk of breaking the threshold into the big leagues will surely open up the doors for more brands to follow.” —Sam Zises, CEO, [L]earned Media

Brandon Levin,
Just Global

“The brand told a simple, yet deeply human story of friendship, love and dedication that wasn’t glittering or weird, soaked in special effects or weighed down with some high-concept notion no one would ever get. It was a heartfelt depiction of real life that hearkened back to what advertising has always been about: Telling a great story that people can relate to.” —Brandon Levin, group creative director, North America, Just Global

Rachelle Hansen,
Croud

“What stood out in The Farmer’s Dog spot is a universal human insight: that dogs have evolved beyond man’s best friends but as an important part of American family life, especially after the pandemic, when adoption and the companionship of pets were at a record high. It’s a reminder that ads can continue to tell great stories that are authentic, emotional and reinforce effective product positioning.” —Rachelle Hansen, VP of client leadership, Croud

Lisa Lewis, AKA NYC

“What would a run of Super Bowl commercials be without emotional puppies? Without the Budweiser dog, I wasn’t sure I would get my puppy fix, so thank you to The Farmer’s Dog for bringing tears to my eyes.” —Lisa Lewis, senior creative director, AKA NYC

Jorge Prado,
Admazing Co.

“The Farmer’s Dog hit home hard with an older pup lying next to me. I loved the emotional trigger; I got the message.” —Jorge Prado, co-founder, Admazing Co.
 

Jordana Freyberg,
Biscuit Filmworks

“For a story that’s already been told quite a bit, this was done in a fresh, cinematic way that pulled you in, rose above the clutter and left you with something to hold onto. I’m not crying, it’s the hot sauce.”—Jordana Freyberg, executive producer, Biscuit Filmworks

Ad Age review: “Nothing flashy here—just good old-fashioned storytelling about the love we have for our dogs, delivered in subtle, heartstring-pulling style by director Goh Iromoto.” 

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