Super Bowl is always our favourite day. And this year was another cracker - it was the complete intersection of elite sport, entertainment, politics and advertising.
Most of the scoring happened after half time, the Seattle Seahawks defeated the New England Patriots 29–13 to win the game.
But like around 45% of Americans, we watch mostly for the ads!
This year there was a raft of new advertisers who paid US$8-10million per spot. The tech, health and financial services brands were out in force, with fewer of the more traditional snack, auto, beer and insurance brands.
So, now we know the outcome of the game, we really want to know which ads won the crowd and drove meaningful impact.
This year’s ad line up used the classic Super Bowl tools like celebrities, humour, music and nostalgia to capture attention. But there was also a group that integrated AI in a number of different ways.
We loved Ben Stiller and Benson Boone in Instacart
And then there was Dunkin going full VHS rewind with Good Will Dunkin
We found Pepsi’s Polar Bear twist hilarious and much punchier than previous Pepsi vs Coke comparison ads...and much cuter.
And then there was the AI tech in Svedka which got the conversations going about bots but did it make you want to drink it?
But the Classic Super Bowl ad was represented by Budweiser’s True American Icons.
The real winners of Super Bowl LX aren’t necessarily the funniest, weirdest, or most viral. They are the ones that drive stronger brand impact – like brand feelings, perceptions and consideration. In short, they are the ones that convert attention into advantage.
Stay tuned as we undertake our 12th Super Bowl add+impact® Study – who won the most important competition of the day – the most effective ad!