It’s that time of the year once more when action on the gridiron is matched by big ads. As Super Bowl LII saw the Philadelphia Eagles win their first National Football League (NFL) title in 58 years at the expense of the New England Patriots, brands and agencies also strove to gain eyeballs from a global audience. Here are some of the ones that stood out.
Tide – ‘It’s a Tide ad’ by Saatchi & Saatchi New York
Riding high on his recent popularity as Sheriff Jim Hopper on Stranger Things, David Harbour was an unusual choice for an ad that basically pokes fun at every other Super Bowl ad. Harbour’s deadpan delivery is in stark contrast with the humorous situations he is placed in, even as he makes the audience wonder if every single ad that they’re watching that has clean clothe is really a Tide ad.
NFL – ‘Touchdown Celebrations to Come’ by Grey New York
The New York Giants might not have had a great season, but quarterback Eli Manning and wide receiver Odell Beckham, Jr. remain two of the most popular players in the league. So when the duo start channeling Patrick Swayze and Jennifer Grey in an iconic scene from Dirty Dancing, people are sure to take notice. While Bill Medley and Jennifer Warnes’ “(I’ve Had) The Time of my Life” plays in the background, the teammates copy Swayze and Grey as they prepare for how they plan on celebrating after scoring future touchdowns.
Doritos Blaze and Mountain Dew Ice – Doritos Blaze vs MTN Dew Ice by Goodby Silverstein & Partners
Two of the most unlikely people to engage in a rap battle are Peter Dinklage and Morgan Freeman. So when Dinklage lip syncs to Busta Rhymes’ “Look At Me Now” on behalf of Doritos Blaze, it’s a partial shoutout to his role as dragon-friendly Tyrion Lannister on Game of Thrones. If that wasn’t enough, the voice of God himself, esteemed actor Morgan Freeman, raps to Missy Elliot’s “Get Ur Freak On” for Mountain Dew Ice to amp things up even more. The combination of fire and ice marks a return to the Super Bowl for both brands under PepsiCo.
Amazon – ‘Alexa loses her voice’ by Lucky Generals
When Amazon’s popular voice assistant Alexa suddenly loses her voice, even Amazon founder Jeff Bezos panics. Luckily for him and those reliant on Alexa, there are a few voice talents lined up to sub for her. Tough love from Chef Gordon Ramsay, hip swag from musician Cardi B, inappropriate humor from comedian Rebel Wilson, and even a classy attempt by Sir Anthony Hopkins leave Amazon users confused, paving the way for Alexa’s triumphant return.
Budweiser – ‘Stand By You’ by David Miami
For years, Budweiser ads have used humor to get their message across as seen in the “What’s up?” and Spuds McKenzie ads of old. This year’s edition is a decidedly serious take as it chronicles how Anheuser Busch has helped provide more than 79 million cans of water to cities across the US that have been impacted by natural disasters. Not quite the parties and boozefests of old, but a powerful enough message sent by Budweiser.
Toyota – ‘Good Odds’ by Saatchi & Saatchi
It’s no joke to be born without extremities. At the beginning of Toyota’s ad, a baby is shown without legs and her odds of winning a gold medal are at approximately 1 in 997,500,000. As the baby learns to crawl, ski, and even dance ballet, the odds are shown to be shrinking. Though not without challenges and bouts with failure, the girl keeps getting up and practicing to be better. Eventually at the Winter Olympics, with her odds shrunk to an amazing 1 in 10, it is shown that Canadian skier Lauren Woolstencroft is actually an 8x gold medalist in the Paralympics.
E*TRADE – ‘This Is Getting Old’ by MullenLowe
Getting old is tough, even in the US. In fact, 1/3 of Americans have no retirement savings. In this ad for E*TRADE, senior citizens are shown still working to earn a living despite already reaching retirement age. Using a cover version of the Harry Belafonte classic “Day-O (The Banana Boat Song),” the seniors are placed in what could be viewed as humorous situations, if the reality of their lack of savings didn’t make it so sad. Which is why the ad closes with the line, “Don’t get mad, get E*TRADE, kiddo.”
