By now you probably know that the Eagles upset the Super Bowl favourites, the Patriots. But, if you watched the Super Bowl mainly for the new commercials, you probably got to see the best and worst that money can buy.
By virtue of being one of the single biggest sporting events the year, the Super Bowl has massive viewership. And that viewership, while down to its lowest since 2009, still makes it one of the top marketing opportunities for many brands. For Super Bowl LII in Minneapolis, a 30-second TV commercial cost on average, more than $5 million. That’s more than double what it was ten years ago.
For that reason, it’s no surprise that advertising during the Super Bowl has become somewhat of a competition on its own. That leads to brands getting the help of celebrities or using other strategies to get people talking about their advertising.
From Cardi B and Tiffany Haddish to Keanu Reeves and Morgan Freeman, Hollywood was represented in full force in this year’s Super Bowl commercials. Our highlights include Freeman’s lip sync rap battle with Game of Thrones star Peter Dinklage, David Harbour in a giant clam shell, and Keanu Reeves howling with wolves, just to name a few.
So, without further ado, lets have a look at some of the best ads money can buy:
Top 5 Super Bowl Commercials
Doritos Blaze vs. MTN DEW ICE
If there’s anything cooler than watching Game of Thrones star Peter Dinklage strutting around a room on fire while lip-syncing lyrics by Busta Rhymes, it might be seeing Morgan Freeman, bringing the chill while miming Missy Elliott.
This perfectly cast spot is split into two parts and features Peter Dinklage eating Doritos Blaze. The second half has Morgan Freeman drinking MTN Dew ICE. The commercial also contains cameos from Rhymes and Elliott. Totally cool, totally hot and totally fun all at once—a rare hat trick for Super Bowl ad makers.
Amazon: “Alexa Loses Her Voice”
Amazon Alexa was the top gift at Christmas. And as addictive as it can be, how much cooler would it be if the personal assistant’s voice was replaced by Anthony Hopkins, Rebel Wilson or Cardi B?
That was the scenario raised by Amazon’s commercial, which features Alexa catching a cold and loosing her voice. As funny as it was to see Hopkins delivering weather quotes while feeding peacocks, it was also good to see Amazon founder Jeff Bezos, get a little screen time, too. This commercial was a perfect way to use famous names to advertise Amazon’s Alexa.
Tide: “It’s a Tide Ad”
There have been a few advertisers who’ve tried to head fake viewers by presenting commercials that are something else. But Tide’s spots with Stranger Things star David Harbour pulled this off best. It starts out like a traditional car or beer ad and then reveals itself with Harbour saying, “It’s a Tide ad.”
This was a perfect spoof of the typical Super Bowl commercials while also making a statement about women always being featured in the majority of detergent ads. Later in the game, Harbour crashed what looked like an Old Spice ad and a Mr. Clean commercial.
Danny DeVito does look like an M&M. And that’s what makes this commercial for M&M’s work so well. It’s the role he was born to play.
While talking to the brown M&M about people trying to eat him, the red M&M uses a lucky penny he finds to wish he was human. Suddenly he transforms into Danny DeVito and begins asking people, “Do you want to eat me?” Then he gets hit by a passing truck.
Tourism Australia: “Dundee”
Admit it, you’re disappointed this commercial for Tourism Australia isn’t a real movie. But at least it’s a great commercial.
Australia parodied the Crocodile Dundee movies, fooling viewers with what appeared to be a trailer for an upcoming movie. Starring Danny McBride and Chris Hemsworth, the ad started as what appeared to be a buddy comedy sneak peak, before McBride realizes, “Wait, hold up. This isn’t a movie. It’s a tourism ad for Australia.” Hemsworth consoles him, saying he is “the best Crocodile Dundee since Crocodile Dundee.” The commercial was so popular that it launched a petition online for a real film to be made based on the ad’s premise.
That’s a look at some of the best from this year’s Super Bowl. You can also look back at a few of the ads from Super Bowl 50.
Daniel is an Art Director and Graphic Designer with over a decade of experience in advertising and marketing in the Greater Toronto Area.