The most anticipated game of the year is over, and the Tampa Bay Bucs pulled the big upset and defeated the Kansas City Chiefs in Super Bowl LV, 31-9. Once again, Tom Brady won the MVP award as the top player in the game. Some things never change.

Those things include the profitability of the Super Bowl, which rewards its network with boatloads of income generated from its advertising. This year’s tally is probably a little off of last year’s, but CBS won’t be complaining about the more than $250 million that it will receive from its 47 minutes of commercials. And that doesn’t include the pre- and post-game ad revenue.

As for the big game ads, there was the good, the bad and the ugly. Here are my top 10 and bottom 8:

1. Amazon – “Alexa’s Body.” Michael B. Jordan makes many a woman swoon – and wish he was the vessel for their Alexa. This was a perfect blend of humor and product use.
2. Paramount Plus – “Hooked It.” CBS was a huge winner tonight as it cleverly pulled its stable of celebrities together for a quartet of ads about the rebranding of its streaming service. This was the best of the four.
3. Uber Eats – “Wayne’s World.” Welcome back, Wayne and Garth. And thanks for brining Cardi B along! This was a super fun revival of the classic SNL bit.
4. Tide – “Jason Alexander Hoodie.” Tide continues to use a lot of humor to market its detergent. Jason Alexander’s ability to make great facial expressions didn’t hurt.
5. Rocket Mortgage – “Certain is Better.” The first of two ads in the top ten, this one introduces Tracy Morgan as the Rocket Mortgage pitchman and reminds us that certain is much better than “pretty sure.”
6. T-Mobile – “Rockstar 5G.” T-Mobile continues to dominate the Super Bowl cell phone battle. This ad tells us how Blake and Gwen got together (and you know we were all wondering). Very clever – and a smart use of very familiar faces.
7. Rocket Mortgage – “Certain is Better.” This second entry of the night was probably as good as the first ad (and included space aliens). It just didn’t come first.
8. T-Mobile – “Family Drama 5G.” If the first entry wasn’t enough, T-Mobile drives the dominance home with another winning effort. Anthony Anderson and his Mama are advertising gold.
9. Paramount Plus – “Sweet Victory.” The last of the four Paramount ads reveals that Patrick Stewart was the man behind the effort to unite everyone on Paramount Mountain. We didn’t even mind his awkward dancing.
10. Paramount Plus – “Sweet Victory.” Yes, Paramount gets a third entrant in the top ten. I’ve never been much for Beavis and Butthead, but they end up being the ones that make this ad work.

Honorable mention: Verizon, “Can’t Blame the Lag.” Bud Light Seltzer, “Last Year’s Lemons.” Bud Light, “Bud Light Legends.” GM, “No Way Norway.” State Farm, “Drake From State Farm.” Doritos, “Flat Matthew.”

Now for the bottom ten:

10. Bass Pro Shops – “Get Back to Nature.” Ads that appeal to niche audiences tend to score on the low side. This was a nice message, but it’s not likely to appeal to the broader set of Super Bowl viewers.
9. Robinhood – “We Are All Investors.” The investment firm needs some serious PR surgery, but this ad was more of a little Band-Aid.
8. WeatherTech – “We Never Left.” This was nice and inoffensive, but ultimately very forgettable.
7. Universal Pictures – “Old.” Movie ads rarely score well. This one suffers because it was the first thing we saw tonight, and wasn’t anything we were looking forward to.
6. WeatherTech – “WeatherTech Family.” Another well-meaning ad from the floor mat makers, but it’s not doing much to make us remember them.
5. Disney+ – “The Disney Bundle.” Disney made no effort to entertain us. You might see an ad like this any day of the year. There was nothing special here.
4. Microban – “Touch After Touch.” The first of four 15-second ads in the bottom ten, this one is for what is probably a great product, but it was just a straightforward presentation.
3. Draft Kings – “Fourth Quarter Challenge.” This is actually two ads that were almost identical. Both were 15-seconds and they just featured a woman telling us about a contest. Snooze.
2. Oatly – “Wow Wow No Cow.” Easily the most annoying commercial of the night. It was just a guy (the company’s CEO) playing a keyboard and singing an ear-bleeding song about oat milk. Please, Super Bowl, bring back Coke and Pepsi. No more Oatly – in my fridge or on my screen.
1. Mercari – “Get Your Used Things.” Another 15-second ad that was forgotten as soon as the next ad aired. It was about buying something or selling something – or something like that.

Dis-honorable mention: Logitech, “Defy Logic.” Chipotle, “Can a Burrito Change the World?” Guaranteed Rate, “Believe You Will.” Inspiration4, “First Civilian Mission.” Amazon, “Coming 2 America.” Skechers, “Tony Romo.”