Year on year, the Super Bowl has remained one of the most watched sporting events of the year, however despite being dubbed one of the most exciting games in Super Bowl history, this year’s game saw a 7% decrease in viewings, the lowest since 2009. Still, over 103 million people (down from 114 million last year) around the world tuned in to watch the game, creating one of the biggest and most important advertising opportunities for brands around the world. With a 30-second slot costing around $5 million (and that’s before the hefty celebrity fees and production), the Super Bowl ads have become almost as iconic as the game itself. So, we waited with baited breath to see what the world’s biggest brands came up with. Here’s our top five…
5. Tourism Australia – Dundee Super Bowl Ad
Well, they had us fooled! Tourism Australia spent a huge $36 MILLION on their star-studded Super Bowl ad campaign. The advert looked like a trailer for the new Crocodile Dundee film but of course, it was not. With leads from Chris Hemsworth and Danny McBride and an expensive cast featuring, Margot Robbie, Hugh Jackman and Russel Crowe just to name a few, it really did seem legit! You can watch the full campaign on Tourism Australia’s YouTube channel.
4. Budweiser – “Stand by You”
Most brands seemed to opt for humour however Budweiser took a more humane approach. The brand told the story of a real-life employee, Kevin Fahrenkrog who as General Manager at their Cartersville Brewery, managed the switchover from the production of beer to canned cleaned water at the time of Hurrican Harvey. Budweiser has helped provide more than 79 million cans of clean water to those affected by natural disasters in the U.S since 1988. Budweiser still admit they know more needs to be done, standing by their strapline, ‘America, we’ll always stand by you’. To watch the full ad, visit Budweiser’s YouTube channel.
3. Amazon – Alexa Loses Her Voice
Our top three were hard to rank but Amazon’s ad for Alexa is certainly up there. The creative concept showed celebrities stepping in to cover when Alexa ‘loses her voice’. Stars included Gordan Ramsey, Rebel Wilson, Cardi B and Sir Anthony Hopkins, all of whom failed to successfully answer queries from Alexa users. D1, Amazon’s in-house creative team and their agency, Lucky General, appealed to a wide and varied audience with the mixture of celebrities chosen. Amazon’s CEO, Jeff Bezos even made an appearance adding a nice personable touch to the comical ad. You can see the full advert and various short clips on Amazon’s YouTube channel.
2. Tide – It’s a Tide Ad
Saatchi & Saatchi New York produced this year’s Tide Ad and it’s our runner-up, although it has been crowned favourite by many. Covering four spots on the night, David Harbour from ‘Stranger Things’ re-enacted various ‘stereotypical’ Super Bowl ads (automotive, fragrance, beer) before eventually revealing that they were all, in fact, Tide Ads. The campaign hints at the idea that all advertisements that feature clean clothes are potentially a Tide Ad…clever! Harbour’s dry sense of humour makes it and it’s understandably one of the favourites. You can watch the full campaign series on Tide’s YouTube Channel.
1. Doritos – Doritos Blaze vs Mountain Dew
Topping our list has to be Doritos’ and Mountain Dew’s head to head rap battle. Game of Thrones star Peter Dinklage, coached by Busta Rhymes for Doritos Blaze took on Morgan Freeman and Missy Elliot for Mountain Dew Ice…not your usual collab! The 60-second clip saw Dinklage lip sync Busta Rhymes verse in ‘Look at Me Now’ and Freeman take on Missy Elliot’s classic, ‘Get Ur Freak On’. The pair thought outside of the box and utilised the power of social media to ensure its success. Viewers could use an exclusive Snapchat filter (which was released on the night of the Super Bowl) to record their own renditions and pick a side. As well as the main ad on the night, teasers of the lip sync preparations were shown ahead of the big performance. Overall we felt it combined just the right amount of comedy, creativity, brand awareness and celebrity cameo to make it the stand out Super Bowl advert of 2018! You can watch the full advert and the teasers on both Mountain Dew’s and Doritos’ YouTube Channel.