Super Bowl LVI capped off a run of of thrilling, nail-biting NFL playoff games, with the championship only decided in the last minute of the fourth quarter. (Congratulations to the Los Angeles Rams for winning the Vince Lombardi Trophy.) But unlike the certainty that a final score confers on the last team standing on the football field, nothing is nearly as cut and dried for regular observers of the Big Game’s commercials on our screens.

“I remember the Irish Spring ads from the ’70s and this was a great way to dip into the brand’s equity while bringing it completely up-to-date. Bodily functions are now dealt with so frankly across the industry that it can be gross— but the spooky, kitschy tone of this ad made watching a spot about body odor fun and memorable.” —Mason Franklin, executive VP and managing partner, UM

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