The best Super Bowl commercials understand the basics.
If you don't have an attention-grabbing celebrity, you're going to need a truly absurd premise or legitimately funny writing. Nail one of those aspects, and you'll get the attention you want. Get two of those three, and you're in the running for No. 1 on our list.
There are no points awarded for sincerity or earnestness. Commercials are designed to raise brand awareness and sell products. Stars, silliness and humor do that best. Seriousness is the surest way to get yourself removed from consideration for a top spot in our rankings.