The Super Bowl is always a massive opportunity for companies to put their brand out there and in this year’s Super Bowl several companies did just that. In this article, we will be taking a look at every ad which ran during this year’s Super Bowl.
- Amazon “Alexa Loses Her Voice” by Lucky Generals
The first Super Bowl spot was clinched by Amazon’s UK agency Lucky General’s which ran a 90-second monster featuring celebrities like Cardi B, Gordon Ramsay, Anthony Hopkins and Rebel Wilson as emergency replacements for Alexa who has gone quiet.
- Amazon Prime “Tom Clancy’s Jack Ryan”
The tug of war between Netflix and Amazon Prime rages on with the latter pushing out its first Super Bowl commercial. This 60-second slot showcases “Tom Clancy’s Jack Ryan”-an action/thriller adapted from the popular book. It will be available for members on Labor Day.
- Avocados From Mexico by GSD&M
Avocados From Mexico and GSD&M partnered for the fourth year running for the Super Bowl. The ad stars comedian Chris Elliot in this 30-second thriller which will air during the second quarter of the game.
- Blacture “Be Celebrated” by McKinney
In this ad, Pras addresses the racial controversies which the NFL has been facing. The musician brings to the fore his new project Blacture- a personal mission to give black culture a chance to be heard, empowered and celebrated. It ran for 30 seconds in the third quarter.
- Bud Light “Ye Olde Pep Talk” by Wieden+Kennedy
The “Dilly Dilly” Super Bowl trilogy kicks off with a damp speech from a medieval king who failed to liven the atmosphere like a case of Bud Light did. It’s a 30-second ad.
- Bud Light “Bud Knight” by Wieden+Kennedy
In this ad a blue-armored “Bud Knight” comes riding in the most unforgiving fashion for a 60-second spot scheduled to come on in the second quarter of the game. This triumphant entry marks the end of Bud Light’s “Dilly Dilly” trilogy which aired before the holidays.
- Budweiser “Stand By You” by David Miami
This year there’s no Clydesdales. Like Stella, Budweiser is focusing on its water relief efforts and hopefully it won’t be as divisive as the pro-immigrant story it told about its founder the year before.
- Coca-Cola “The Wonder of Us” by Wieden+Kennedy
Coca Cola passes a warm and fuzzy message of diversity in this ad. The 60-second ad goes on air in the fourth quarter. Coca Cola goes back to its roots on this one, shining a light on optimism and inclusion.
- Doritos and Mountain Dew “Doritos Blaze vs. Mountain Dew Ice” by Goodby Silverstein & Partners
This is a super twofer from PepsiCo which features a back-to-back 30-second spot for two of its brands headlined by Peter Dinklage and Morgan Freeman in a lip-sync battle.
- E*TRADE “This is Getting Old” by MullenLowe
A DJ-granny dropping “dope beats” is a somewhat jarring reminder that around one-third of Americans don’t have retirement savings.
- Febreze “The Only Man Whose Bleep Don’t Stink” by Grey New York
“The Only Man Whose Bleep Don’t Stink” is a comical ad introducing Dave. It comes up just before the big half-time bathroom break.
- Groupon “Who Wouldn’t?” by O’Keefe Reinhard & Paul
A Groupon bit on Jimmy Kimmel got comedian Tiffany Haddish a gig as a spokeswoman for the brand Groupon, and now she stars in a 30-second Super Bowl spot in the 4th quarter.
- Hyundai “Hope Detector”
This ad was meant to run live from the Minneapolis stadium, but Hyundai had to pull the plug last minute for security reasons. That glitch didn’t make this heartstring-tugger any less impactful and it ran for 60 seconds in the fourth quarter.
- Intuit “A Giant Story” by Phenomenon
Intuit went all Pixar for its animated Super Bowl debut. This 15-second segment was pulled from its four-minute ad which already had around two million views on YouTube. The heart of the campaign shows how Intuit within the ecosystem of products like TurboMax, powers prosperity for consumers and those who work for themselves.
- Jeep “Jeep Jurassic” by DDB Chicago
The famous combination of Jeff Goldblum and a T-Rex star in this 60-second ad for Jeep’s new Rubicon.
- Jeep “The Road” by FCB Chicago
Jeep seeks to redefine what a road is as part of its Super Bowl ad trilogy- this one focused on the new Jeep Cherokee.
- Jeep “Anti-Manifesto” by Arnold Worldwide
The final installment of Jeep’s trilogy is all action and the 30-second ad sees the new 2018 jeep Wrangler driving through a lake and up a waterfall (and gracefully too).
- Kia “Feel Something Again” by David and Goliath
Aerosmith’s Steven Tyler seems to take a dig at his own age in Kia’s ad for its Stinger model. The 60-second spot shows Tyler driving back home to his younger self so he can “feel something again” from the glory days we all yearn for.
- Kraft “Family Greatly” by Leo Burnett
Kraft’s 30-second spot in the third quarter was dedicated to family with an ad produced by crowdsourcing from social media.
- Lexus “Long Live the King” by Walton Isaacson
Lexux provides a tie-in with the inevitable blockbuster from Marvel Studios, “Black panther.” This 30-second spot from multicultural agency Walton Isaacson will be shortened from the 60-second version and run in the 3rd quarter.
- M&M’s “Human” by BBDO New York
Chocolate comes in the flesh here in this Danny Devito ad which runs in the first quarter of the game.
- Michelob Ultra “I Like Beer” by FCB Chicago
Chris Pratt props up on Michelob Ultra’s fitness-driven beer crusade. This 30-second of work-hard-play-hard shows a confused-looking Pratt struggling with dominating the gym and yoga studio. This message is a way in which Ultra hopes encapsulates individual workout routines, hammered home with the updated tagline: “Live fit. Live fun. Live Ultra.”
- “Live fit. Live fun. Live Ultra.”
This sequel spot which airs later in the game features a cover of the title song by John Pardi.
- Monster Products “You Deserve Better” by NBCUniversal Content Innovation Agency
Iggy Azalea, Joe Perry and Jonathan Cheban are some of the names behind Monster’s campaign which seeks to take on industry big boys Apple and Dr. Dre as they seek to claim the top spot as the most popular headphone.
- NFL “Touchdown Celebrations to Come” by Grey
There’s little to hate about one solid minute of NFL players Odell Beckham Jr. and Eli Manning adopting a Dirty Dancing routine. This ad came up over the third quarter.
- Pepsi “This Is the Pepsi” by Creators League
The supermodel returns to the Super Bowl to recreate her famous 1992 commercial, this time in the company of her son, Presley Gerber.
- Persil ProClean “Game-Time Stain-Time” by DDB New York
The professional returns- this time to come to the aid of our hero who has somehow managed to stain his pink shirt with an oversized dollop of guacamole. The ad came on in the second quarter.
- Pringles “Wow” by Grey New York
Pringles debuts on the Super Bowl with a 30-second spot in the first half of the game where it introduces the concept of flavor stacking; anyone who has ever eaten Jelly bellies can relate. “More people will see me in this than they have in the last three movies I’ve made,” says the ad headliner Bill Hader.
- Quicken Loans “Translator” by Huge
Kegan Michael key lends his status to Rocket Mortgage in this 60-second ad which aired in the second quarter of the Super Bowl and even features Big Sean.
- Ram Trucks “Icelandic Vikings” by Goodby, Silverstein & Partners
Twitter was abuzz with Ram’s controversial take on martin Luther King Jr’s speech. The one minute ad which came on in the second quarter drew criticisms from those who were uncomfortable with MLK’s famous words being commercialized. However MLK’s family has since come out to say they gave Ram a green light.
- Skittles “Most Exclusive Super Bowl Ad Ever” by DDB
Regardless of how many people tune into this year’s Super Bowl, only person gets to see Skittle’s ad for the big game, though everyone else will get to see his reaction.
- Sprint “Evelyn” by Droga5
Sprint’s campaign of jibes at Verizon goes to a whole new level with this 60-second futuristic ad. The ad which comes on in the fourth quarter sees Evelyn the robot heap dollops of sass over her designer for being a Verizon customer. The “can you hear me now” guy then comes on, obviously, and the ad closes with a bow in the form of a cranky hashtag: #EvelynIslearning.
- Squarespace “Make It Happen”
Keanu Reeves stands atop a motorcycle and takes advice from…Keanu Reeves in this 30-second spot which marks the brands fifth consecutive Super Bowl appearance.
- Stella Artois “Taps” by Mother
Stella Artois releases this somber 30-second ad starring Matt Damon to help raise funds for Water.org. It’s also one of the first brands to release the entire Super Bowl and not just a teaser.
- T-Mobile “#LittleOnes” by Laundry Service
T-mobile stepped away from celebrity names and jumps on the equality and inclusivity bandwagon in this 60-second ad. T-Mobile’s vice president of marketing and experience, Nick Drake said minorities make up 61% of the firms workforce- a message they hope connects with its millennial consumers.
- Tide “It’s a Tide Ad” by Saatchi & Saatchi
The brand hijacking continued with this funny take on an Old Spice ad which features everything the staple is best known for, and Tide. The 15-second ad comes on in the second quarter.
- Tide “It’s yet another Tide Ad” by Saatchi & Saatchi
Harbour makes a return for a third installment- this time as a hairier Mr. Clean. He mopped and danced his way onto our screens in the third quarter in a 15-second ad.
- Tide “It’s Yet Another Tide Ad, Again” by Saatchi & Saatchi
The fourth and final ad by Tide which aired for 15-seconds in the last quarter poked fun at health ads which reel off the fine-print: “Clean clothes may be an indication of a Tide ad. Tide uses experience ten times more cleaning power. Tide is the number one cleaning detergent in America.”
- Tourism Australia “Dundee” by Droga5
Australia trolled the world as its tourism board came up with a series of trailers for a new “Crocodile Dundee” movie leading up to game day. The star-studded cast includes Hugh Jackman, Russell Crowe, Margot Robbie, Danny McBride and Chris Hemsworth who in the 60-second Super Bowl ad reveals it was all a ruse.
- Toyota “Good Odds” by Saatchi & Saatchi and Dentsu
Toyota comes with the big guns with a last-minute announcement that it will air three ads in the course of the game. A 30-second ad gets thrown in the mix on top of the originally planned two 60-second ads, making it Toyota’s biggest Super Bowl expenditure. One of the ads “Good Odds”, is on Canadian Paralympic skier Lauren Woolstencroft’s inspiring journey from birth to Olympic gold medalist.
- Toyota “Mobility Anthem” by Saatchi & Saatchi and Dentsu
This 30-second ad aired in the fourth quarter.
- Toyota “One Team” by Saatchi & Saatchi
This feel-good ad airs in the second quarter, just before the half-time show.
- TurboTax “The Thing Under the Bed” by Wieden + Kennedy
TurboTax attacked the dreaded filing season with two ads in the Super Bowl. The first one comes on over a 30-second spot and the second in the second quarter of the game.
- TurboTax “The Noise in the Attic” by Wieden + Kennedy
Turbo Tax continued with the early Halloween theme with a talking ghost getting more than $3,000 (pretty hefty for a phantom) on her tax returns. This 30-second ad aired over the third quarter.
- Turkish Airlines “5 senses with Dr. Oz”
What we lost with Morgan Freeman’s dulcet tones of the previous year’s ad, we gain in Dr. Oz’s assault on the senses. The Turkish-American provides a very personal tour of the country through our body in this abstract commercial which ran for 90 seconds.
- Universal Parks & Resorts “Vacation Quarterback”
Universal Parks and Resorts features NFL star Peyton Manning in this ad which coaches families on how to dominate rides in a 60-second pregame show and a 30-second ad during the game.
- US Marine Corps “A Nation’s Call” by J. Walter Thompson
The US Marine Corps made a triumphant and patriotic return to the Super Bowl after over 30 years with this heart-pounding recruitment push which aired twice in a 30-second version during the online stream.
- Verizon “Answering the Call” by McCann and R/GA
Verizon no doubt won the tear-jerker ad award with an emotional appreciation message to emergency responders across America in this 60-second ad.
- Verizon “Answering the Call” (with Justin Timberlake) by McCann and R/GA
The communications and technology giant sends the message straight home just after Justin Timberlake’s halftime show with words from the star himself.
- Weathertech “American Factory” by Pinnacle Advertising
The car art manufacturer features in its fifth consecutive Super Bowl with this no-nonsense 30-second ad.
- Wendy’s “Iceberg” by VML
The ferocious meat-shaming continues in Wendy’s come-at-me-bro ad attacking McDonald’s. The chain fires shots at McDonald’s “flash-frozen” burgers and goes as far as comparing it with the iceberg that sank the Titanic. The guys at McDonald’s will sure require some cream for this 30-second burn which is scheduled to hit screens in the second quarter of the game.
- Wix “Rhett & Link
After two years on the Super bowl, Wix moved away from television ads to focus on digital ads. But a last minute deal with NBC sees them make a comeback with this 30-second spot in the third quarter.
- YouTube “Time for an Audible” by Hook
The video-streaming website slid quietly into Netflix territory with a 30-second ad pushing YouTube TV.
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