You have probably heard that the Eagles won the Super Bowl – or if you haven’t, the Patriots didn’t win this one. For those like me (or anyone in the advertising world) this is really more about seeing what the brands chose to do with their piece of the pie.

The Super Bowl is a time for advertisers/brands to get super creative and make the most of the estimated $5 million required for a 30-second TV spot (excluding making it) – so who won the Super Bowl of commercials?

2018 looks like its the year of the celebrity with many star-studded adverts. Celebrity appearances included Iggy Azalea, Jeff Bezos, Cindy Crawford, Danny DeVito, Cardi B, Chris Elliott, Matt Damon, Peter Dinklage, Morgan Freeman, Presley Gerber, Tiffany Haddish, Bill Hader, Sir Anthony Hopkins, Todrick Hall, David Harbour, Peyton Manning, Dr. Oz, Chris Pratt, Gordon Ramsey, Keanu Reeves, Alexis Ren, Lindsay Vonn and Rebel Wilson.

This list excludes movie and game trailers.

Below are my picks for the night’s five best spots.

Dundee | Tourism Australia

The greatest name in the outback is back in the outback! Only this time, Dundee isn’t a Hollywood movie. It’s a giant tourism ad for Australia. Check out Qantas Specials. This commercial was watched online more than any other Super Bowl campaign, chalking up 58,127,761 views by the Monday morning after the game.

Agency: Droga5

Alexa Loses Her Voice | Amazon

Amazon’s Alexa loses her voice and they managed to find some some unlikely replacements, what could possibly go wrong? This clever advert features appearances by celebrity chef Gordon Ramsey, comedian Rebel Wilson, rapper Cardi B, and actor Sir Anthony Hopkins aka Hannibal Lecter.

Agency: Lucky Generals

Feel Something Again | KIA

With 365 horsepower, the new 2018 Kia Stinger is a legend in the making. But what happens when it comes face to face with another legend: rock and roll icon Steven Tyler? Watch as Steven and the Stinger defy history in Kia’s 2018 Big Game ad.

Agency: David&Goliath

This Is Getting Old | E*Trade

Over ⅓ of Americans have no retirement savings. This is getting old. At E*TRADE, we want to empower people of all ages to take control of their financial destiny so they can enjoy their golden years in whatever way they choose. Because it’s never too late to start saving for retirement. Don’t Get Mad Get E*TRADE.

Agency: Mullen Lowe

Touchdown Celebrations to Come | NFL

In a commercial for the NFL, Odel Beckham Jr. and Eli Manning of the New York Giants channeled their inner dancers during a touchdown celebration in practice — with the duo ending off with the iconic Patrick Swayze/Jennifer Grey lift from Dirty Dancing.

Agency: Grey New York

These brands opted to create commercials that focused on inspirational, uplifting or thought-provoking messages.

Good Odds | Toyota

Stand By You | Budweiser

The Wait for Water | Stella Artois

Answering the Call | Verizon

Remember | Verizon

Hope Detector | Hyundai

And these are the rest of the commercials that hoped to catch the attention of an estimated 103.4 million people.

Warning some are good and if I’m totally honest more than a few are really bad… this year nobody dared to feature half-dressed women or rely on some predictable stereotypes so there’s always that.

Human | M&M’s

Mobility Anthem | Toyota

One Team | Toyota

The Wonder of Us | Coke

Evelyn | Sprint

Five Senses | Turkish Airlines

Ye Olde Pep Talk | Bud Light

The Bud Knight | Bud Light

Icelandic Vikings | Ram Trucks

Built To Serve | Ram Trucks
This one didn’tgo down well with a lot of people.

Iceberg | Wendy’s


Doritos Blaze vs. Mountain Dew Ice | Doritos/Mountain Dew

Rocket Mortgage | Quicken Loans

#GuacWorld | Avocados from Mexico

Groove | Diet Coke

The Road | Jeep

Jeep Jurassic | Jeep

Anti-Manifesto | Jeep

American Factory | WeatherTech

WOW | Pringles

The Only Man Whose Bleep Don’t Stink | Febreze

The Perfect Fit | Michelob Ultra

I Like Beer | Michelob Ultra

Make It | Squarespace

The Thing Under the Bed | TurboTax

The Noise in the Attic | TurboTax

Game-Time Stain-Time | Persil ProClean

This Is the Pepsi | Pepsi

#JACKvsMARTHA | Jack in the Box

Black Panther | Lexus LS 500F Sport

Giant Skip Ad | Intuit

#LittleOnes | T-mobile

Big Game Ad | WIX

Your Family Could Be In | Kraft

Curious? | Church of Scientology

Getting Started | Monster

Who Wouldn’t | Groupon

Peyton Manning: Vacation Quarterback | Universal Parks & Resorts

It’s a Tide Ad | Tide

It’s Another Tide Ad | Tide

It’s Yet Another Tide Ad | Tide

It’s Yet Another Tide Ad, Again | Tide

Let me know which were your favourites in the comment section below.

Written by Jeff Siepman
Jeff to some, Jeffafa to others. I'm a Benoni based coffee-fueled Creative, Foodie, Occasional cyclist and Blogger at ManvsMind.