Usually you're right, Commercials are only annoying. The Super Bowl USED to be the exception, where companies would go all out to make something entertaining enough to be memorable. That was where the good ideas, the creative productions, would be found. If you believe there is any reality in which a commercial can be entertaining to watch, the Super Bowl was where you would find it. I've been to Super Bowl watch parties in which the entire crowd would go quiet just to catch the commercials. They were absolutely an entertaining part of the experience, and if you didn't especially care about football they were easily the best part.

These days, though, not so much. These days it seems like the popular approach is just to find whatever celebrity will draw the most attention, and any form of creativity is secondary at best.