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The Swirl: February 6, 2017

And we don't care who knows. But if we're being honest, we get just as excited (if not more) about the commercials that air in-between plays. In case you missed them during the Big Game last night, we're dedicating this edition to Super Bowl LI's top ads. Get ready - it's game time.

WORD OF THE WEEK

Localized ad (n) - Fox's attempt to make Super Bowl ads more relevant for viewers who streamed the game online this year. Requires a smaller budget for advertisers, but also gives you access to a smaller audience. TBD if they were effective.

THE STARTING LINE UP

You can find the full list of Super Bowl LI ad buys here, but we've also given you a quick rundown of some of the night's best (and worst) below. Happy Monday!

THE GOOD

For the Carolina Panthers fan...

There's Buick. Even though we didn't catch Cam at the Big Game this year, he caught an on-screen cameo with fellow celeb Miranda Kerr in a very “I Can't Believe It's Not Butter” style Buick ad. The brand extended its Super Bowl halo as the first auto company to leverage an Instagram Stories ad, which debuted last month. Dab on that.

Rating: 5 out of 5 Swirls

For the people who hate being stuck...

There's Ford. Nobody likes being stuck - on the highway, in a wetsuit, or in the snow. In this 90-second spot, the brand is selling way more than cars. Instead, they promise to “go further” by promoting ride and bike sharing, electric vehicles, and self-driving cars over just a single car model so that in turn, so can you.

Rating: 4 out of 5 Swirls

HONORABLE MENTIONS:

Melissa McCarthy tries to save the world with Kia
Audi speaks up about equal pay
Avocados from Mexico remind us about deflategate

THE BAD

For anyone looking to feel slightly uncomfortable...

There's Mr. Clean. We love a clean kitchen as much as the next gal, but this spot left us feeling anything but clean. Which was likely the whole point. It's a drastic shift from the innocence of the story of Mr. Clean to a more risqué depiction of him. Whether you liked it or not, there's no debating it's a bold creative stance. And that much we can appreciate. Move over Fabio - there's a new guy in town.

Rating: 2 out of 5 Swirls

For those who think bathroom jokes are funny...

There's Febreze. Whose Super Bowl spot reminds us way too much of a campaign we wrote about earlier this year by Poo-Pourri. Except worse. The air freshener brand decided to use their precious thirty seconds to start a movement for halftime bathroom breaks. Timely? Yes. Effective? Maybe not. I guess you could say it left a bad taste in our mouth. We don't think Lady Gaga appreciated it either. Maybe next year Febreze.

Rating: 1 out of 5 Swirls

HONORABLE MENTIONS:

GNC ad gets booted from the Super Bowl
Tom Brady shows off Intel's 360
Justin Bieber talks dance moves with T-Mobile

THAT'S A WRAP

We wish we could write about all of the Super Bowl spots, but we don't want to take up your entire Monday. We hope these few helped get your week off to a great start. If you haven't had enough, you can watch all of the ads here.

FINAL FOOD FOR THOUGHT

Here's what a $5 million Super Bowl budget could get you across digital channels.