The Super Bowl remains one of the last truly collective moments in modern media. It is also still the biggest day on the advertising calendar.
To mark the occasion, Little Black Book handed the Super Bowl ad scorecard to a broad cross-section of the US advertising community. In partnership with JSM Music, more than 100 brand, agency and craft leaders from across the United States came together to form our inaugural Big Game jury, reviewing every national campaign released in the run-up to and during Super Bowl LX.
Beyond ranking the work, the initiative opened up the conversation, giving a voice not only to the industry’s most visible creative leaders, but also to the producers, editors, composers and makers who bring these campaigns to life behind the scenes.
With the dust now settled, LBB’s Addison Capper catches up with JSM Music CEO and CCO Joel Simon to reflect on the process, the work itself, and why creating more inclusive industry platforms will be essential for the future of advertising.
LBB> Why was this initiative something you were keen to support?
Joel> Having produced and/or created the music for over 60 Super Bowl spots in my career with the amazing talent at JSM, I was excited about this opportunity from the very first conversation. In our industry, there are only a few rare moments each year when advertising is not just tolerated but truly celebrated, when we are not the uninvited guests but the guests of honour helping shape pop culture in real time, while building brands and taking them to new heights. The Super Bowl is clearly the biggest stage of them all, joined by other cultural touchstones like the Olympics, World Cup, Grammys, Oscars, and World Series.
Our industry is never short on opinions, which is part of what makes it great. So why not bring all of those perspectives together, hear from the makers themselves, and see where the collective conversation lands? It is a chance to learn from one another, laugh a little, perhaps shed a tear, and gain a clearer picture of how we really feel about each other’s work and how effective and meaningful that work truly is.
LBB> You mentioned to me that this initiative gave a voice to people who don’t always get invited into these conversations. Why is that important to you?
Joel> There are a lot of juries and award shows in our industry. Too many. It’s actually kind of fucking ridiculous when you really think about it.
What is even more noticeable is that many of these juries tend to feature the same familiar faces. All are incredibly deserving, of course, but there is always room for new voices and fresh perspectives. I will be the first to admit that I have been part of that cycle as well, and I am fully aware that some people, just a few, who may be a little sick of seeing me as well, which is a shame, because I intend on sticking around for a while.
That is what made working with LBB and helping assemble this jury so appealing. It was a real opportunity to invite experienced and talented members of our creative community who, for a variety of reasons, do not always get the spotlight they deserve. At the end of the day, we are all makers, and everyone brings an artistic, creative, and strategic point of view to the work. This felt like a chance to reflect that more honestly and more broadly.
LBB> What did you make of the mix of people – not just CCOs, but producers, post, music, craft specialists?
Joel> It was important to me to invite not only CCOs and creatives to weigh in, but also every discipline that helps bring the work to life. Producers, post, music, colour, mix, SFX, strategy, account, and more all shape the final product in such meaningful ways. If everyone contributes to making the work great, it only feels fair that everyone has a seat at the table when it comes time to judge it.
LBB> After going through the full slate of Super Bowl ads, what was your overall takeaway from this year’s work?
Joel> Like every year, there are spots that rise above the rest. This year was no different. While I enjoyed and appreciated many of the spots, there were some that, albeit well concepted, produced and executed, just didn’t feel like Super Bowl spots, while others most certainly did.
A great Super Bowl commercial does more than fill a 30/60 second slot. It earns its place on the biggest stage in advertising.
It grabs attention immediately. With 130 million-plus watching the game and many distractions in the room, the opening moments have to pull people in before you lose them.
It creates an emotional connection. Whether through humour, heart, surprise, or nostalgia, the spots people remember are the ones that make them feel something, not just watch something.
It stays true to the brand. The most successful commercials are entertaining, but they never forget who is speaking. The story and the brand work together, not in competition.
Finally, it feels culturally relevant. Great Super Bowl ads tap into the moment and extend far beyond game day, living on through social conversation, replays, and Monday morning debates.
When all of that comes together, the commercial doesn’t just run during the Super Bowl. It becomes part of the experience.
The truly great commercials live on in social media buzz, earned media, and pop culture conversation long after kick-off and far beyond the final score of the game and whatever teams were even playing in it.
LBB> What kind of feedback did you hear from jurors about the process?
Joel> All of the feedback I received from the jurors was overwhelmingly positive. LBB did a fantastic job keeping everyone informed throughout the process, sending timely notifications as the scoresheet updated with new work. The whole experience was genuinely enjoyable. The only way it could have been better would have been if we were all in the same room sharing thoughts, debating ideas, and judging together in real time. There’s something about that energy and camaraderie that you just can’t replicate online.
LBB> What does supporting an initiative like this signal about how you see your role in the industry?
Joel> I have been in this industry for over 35 years, and somehow I love it more now than I did on day one. That might sound absurd, but the truth is the work, the people, and the power of great ideas still energise me in exactly the same way. Supporting an initiative like this is a reflection of how I see my role today evolving.
At this stage, it is no longer just about continuing what I have built – which I fully intend to do – but about what I can help build next. I feel a responsibility to create space for new voices, new points of view, and new ways of thinking. Our industry only stays relevant if we are willing to listen, to learn, and to pass along what we have gained through experience. The constant evolution of this business is incredibly exciting.
If I can use my time, perspective, and platform to help remove barriers, spark confidence, and encourage the next generation of creators to take bold risks, then I am not just contributing to the industry I love. I am helping ensure its future.
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See every 2026 Super Bowl ad so farhere.