You have probably heard that the Eagles won the Super Bowl – or if you haven’t, the Patriots didn’t win this one… but 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.
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.
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