A 30 seconds spot during the Super Bowl sells at $5.6 million.

And while I assume most people use breaks to do stuff they can’t during the match, the buzz it generates and the consideration of the almost totality of the Americans make it probably worth it.

It’s just a pity that such a memorable and expensive opportunity is often wasted with trite cliché and ground level irony. Some random stars, a couple of jokes, a pinch of visual effects and most agencies call it a day.

This year, among those who have gone against the tide, my personal favorite was Google with Loretta. It resonates because it tells a story from the end user perspective. It answers the question “what can I get done with Google Assistant?”, rather than “what does Google Assistant do?”. And as a bonus, it is inspiring and moving.