Last night, coffee creamer company Coffee Mate aired its first-ever Super Bowl commercial during Super Bowl LIX — and it was weird. So weird, in fact, that people on social media unofficially crowned it the “What the F*** Did I Just Watch” winner of this year’s Super Bowl ads. Others even called it “freaky,” which is quite the (unfortunately accurate) description.
While the Philadelphia Eagles were getting revenge against the Kansas City Chiefs, us viewers were shown this 30-second monstrosity. But what makes Coffee Mate’s ad the weirdest Super Bowl commercial?
What happened during the commercial?
Lots of tongue. There’s no other way to put it.
To the tune of a song performed by Canadian singer-songwriter Shania Twain, Coffee Mate’s ad started out with two men watching the Super Bowl. One of them tops some coffee off with a foamy creamer and tastes his drink. As he licks the creamer off his upper lip, the camera pans into his tongue.
All of a sudden, the tongue is performing under a spotlight: dancing back and forth, shaping itself into a heart, playing the chimes, hitting a gong. There’s fireworks going off in the background. At one point, the tongue shoots out of the man’s mouth and does a few spins. It’s unsettling, and quite frankly, obscene.
See what I mean? It’s weird.
The final shot shows a slogan written in creamer: “A little foam, a lotta fun.” I’m not too sure how fun a dancing tongue broadcasted to millions of people across America is.
What was Coffee Mate advertising?
Through its ad, Coffee Mate was promoting its latest product, Coffee Mate Cold Foam Creamer. Coming in the form of a whipping cream can, this creamer is the foamy version of Coffee Mate’s proprietary product. Coffee Mate Cold Foam Creamer is currently available in French vanilla, Italian sweet crème, and brown butter flavors. With this line of cold foam creamers, users can recreate Starbucks’ Vanilla Sweet Cream Cold Brew and similar drinks at home.
How are people reacting to the commercial?
Immediately after Coffee Mate’s Super Bowl commercial was shown, people flocked to X to react to the dancing tongues. “Who the hell approved the Coffee Mate Super Bowl commercial…” wrote one user. “That coffee mate commercial has to be the weirdest commercial so far. No thank you,” wrote another.
It seems that everyone is in agreement that the Coffee Mate commercial was odd, uncomfortable, and off the mark. Yes, Super Bowl ads are supposed to be fun and unique and maybe even push some boundaries. If any commercials are full of creative chops, celebrity cameos, and humor — they should be for this event. But sometimes, creativity can lead to something that is over the top and unnecessary: this commercial was certainly the case.