The 2016 50 Super Bowl at Santa Clara had a record number of viewers, 114.4 million. This number is phenomenal by any standards. But when you think of the cost of up to $5 million for a 30 second spot you start doing the math. Is it worth it? Well I don't care (well not entirely true but if the client is willing to pay then :-). I am from the creative side of things, so money it not the first thing on my mind. But the creative side of this advertising extravaganza is definitely my cup of tea. And like every year, the 2016 Super Bowl provided us with a few really creative commercials.