With a teeth-clenching finale, the Los Angeles Rams edged out the Cincinnati Bengals 23-20, bringing a blue-and-yellow confetti-drenched close to Super Bowl LVI. The game was truly historical, and not just because Sean McVay was the youngest coach to win the coveted trophy or quarterback Joe Burrow got sacked seven times. History was made off the field, as advertisers paid an average of $6.5 million for a 30-second spot; some spots allegedly sold for almost $7 million.^[1] Maybe it’s worth it. According to Nielsen, 27%-50% of the 100 million viewers prefer the commercials to the game.

Regrettably, billiards had only a fleeting cameo this year when professional golfer Brooks Koepka put down the cue stick to pick up the bowling ball in Michelob Ultra’s “Welcome to Superior Bowl” campaign. (In comparison, billiards was a prominent player in Super Bowl XXXV during Dentyne’s CGI-heavy “Pool Hall” commercial, as well as Super Bowl XLVIII, when Bob Dylan casually played pool toward the end of Chrysler’s two-minute spot.)

Brooks Kopeka (Michelob Ultra, “Welcome to Superior Bowl”)

Billiards may have been absent from this weekend’s big game, but the sport has been a mainstay of commercials across the globe for many years, as I have shared in my previous blog posts, Top 10 Billiards Breaks and Another Top 10 Billiards Commercial List. So, as a salute to the advertising record-breakers, I present One More Top 10 Billiards Commercial List, complete with 10 billiards commercials from around-the-world that are entirely different from those cited on my other two lists. Let the Clio ceremony begin!

10. Trebor Softmints. In 1984, Jimmy White not only won the Masters snooker tournament, and the World Doubles Championships with his partner Alex Higgins, but he also starred in an advertisement for England’s famous “minty bit stronger” confectionery Trebor Softmints. In this particular commercial, “The Whirlwind” hastily clears the table on his opponent Tornado Thompson because the snooker match is the only obstacle in the way of his next Softmint.

9. Roshan. At first glance, this 2012 “Pool Hall” commercial is hardly list-worthy. It features a quintet of friends amiably and not so successfully playing snooker. But the commercial is for Roshan, the largest telecom provider in Afghanistan. That makes “Pool Table” the first Afghan artifact I have encountered showing billiards on the screen. And, it’s an impressive turnaround for the sport, given a decade before the commercial aired, snooker was banned by the Taliban.

8. Cream Silk. Shanelle Loraine is arguably the Anna Kournikova of billiards; if not for her incredible looks, nobody would be talking about her. Consider the facts: in 2010, Unilever turned to this “Billiards Champion” (!?) to market the “beauty and power” of its hair conditioner in this commercial, though her tournament earnings were just $315 that year and her position on the AZB leaderboard was 1,288. Maybe that’s why the commercial ends with a cheap-o trick shot.

7. Goldfish Epic Crunch Nacho. Like Oddjob crushing the golf ball in Goldfinger, so too does Epic Crunch Nacho, our goldfish-headed superhero, prove his strength and “powerful crunch” by interrupting a friendly pool match to crush an eight-ball with his bare hand. Created by Young & Rubicam, this 2019 “Billiards” commercial may have won over salty snack lovers, but it left billiards fans howling in protest about the poor sportsmanship, never mind the impact it had on our heroine Pretzel.

6. Rolex. Any advertisement that includes the iconic scene from The Color of Money when Paul Newman sees his reflection in the two-ball and forfeits the semifinal match is going to make this list. The fact that Rolex beautifully showcased not only this scene, but also clips from 18 other films, such as Network, Speed, Titanic, Selma, and Apocalypse Now, in its 2017 “Celebrating Cinema” commercial, is truly mesmerizing and impressive. The common denominator? All the featured characters are wearing Rolexes, many as a personal choice, rather than a PR stunt.^[2] 

5. Bud Light. By my count, Budweiser has created seven commercials that prominently showcase billiards, including the Reserve Copper Lager ad mentioned further down in this list. The 1995 “Pool Table” commercial, which followed up the ground-breaking “Ladies Night” commercial from 1993, features a quartet of men, dressed as women, competing in a Ladies Night Finals of Pool to win Bud Light. As Thin Lizzy’s “The Boys are Back in Town” belts from the jukebox, the drag queens dazzle onlookers with their masse, draw, and trick shots, even if some are not fully convinced of their overall qualifications.

4. Venus and Mars. Following the success of Band on the Run, Paul McCartney and the Wings released their 1975 album, Venus and Mars, with its album cover photograph of two billiards balls depicting the nearby planets. The album reached #1 in the United States, a feat perhaps aided by a 60-second television commercial of the Wings members playing snooker, acting goofy and singing songs from the album, including the popular single “Listen to What the Man Said.” The advertisement, directed by Karel Reisz, who would later get an Oscar nomination for The French Lieutenant’s Woman, had been assumed lost, but Sir McCartney pulled it from the vaults as part of the 2014 re-release of Venus and Mars

3. Budweiser Reserve Copper Lager. Originally created for Super Bowl LIII, but then shelved so it could premier during the Oscars a few months later, the 2019 “Hold My Beer” commercial stars all-around badass Charlize Theron humiliating a series of men in various bar sports. Set to Run DMC’s “Tricky,” Theron singlehandedly – and by that, I further mean she competes with a single hand since her other hand holds a frothy Bud (as opposed to having only one hand a la her Fury Road character Furiosa) – whups her opponents in billiards, darts, and arm wrestling.

2. Lincoln Nautilus. After filming The Lincoln Lawyer in 2011, it was only natural for Matthew McConaughey to become Lincoln’s pitchman, appearing in numerous commercials for the auto manufacturer since 2014. One ad from 2019 featured McConaughey stepping away from his dinner guests to make a trick billiards shot in which the object ball weaves between other balls. The idea was that like the table shot, the Nautilus driver can keep control thanks to advanced driver aids. If you think that comparison is a stretch, you likely have good company. Fortunately, Lincoln released a subsequent two-minute ad on Facebook, this time with professional trick shot artist Steve Markle, who “demonstrates” specific aspects of Lincoln’s Co-Pilot 360 Technology (e.g., Lane Keeping System, Post Collision Braking) through a series of birds eye-viewed beautiful trick shots. Talk about pool is cool.

1. MANSCAPED Lawn Mower. Commercials don’t get more outré or laugh-out-loud than this 2021 “Pool Table” commercial, with the opening line, “We need to talk about your balls.” Over a thick jazzy bass line, the narrating snooker player asks the hard questions, such as, “Are [your balls] smooth or covered in bits of annoying fluff?” He then shows his (snooker) balls, which “glisten in the light,” while offering a modicum of hope to viewers that their balls can be similar, assuming they use the right tools (no weed-whackers, blowtorches, or cheese graters). The commercial’s final note of optimism is a potted shot, while the narrator warns us, “When it comes to balls you don’t want to muck about.” Cue the YouTube fan base.

Bottom line: if an unknown team like the Cincinnati Bengals can make it to the Super Bowl, then anything can happen during the world’s greatest gridiron game. So why not a few more billiard-themed commercials in the future and give billiards, perhaps the greatest underdog sport, a chance at stardom?

[1]      Super Bowl 2022: Soaring COVID-era ad spots a ‘sign of the times’ for brands

[2]      Rolex Went ‘Rolex Spotting’