It’s that time of year again; commercial-watching day.
I mean, the Super Bowl.
But let’s be honest; at least half of the entertainment value for the big game is found in the big budget (as in, millions of dollars) commercials. In fact, at a panel at Toronto’s Google office yesterday, I learned that the interest in the Super Bowl ads (as evidenced by Google searches in Canada) is higher than the half-time show and second only to the game.
Thanks to YouTube, Super Bowl commercials are an even bigger deal than they were in the past (and, of course, they’ve always been a big deal), thanks to the platform it offers for ads to live before and after the game. In our YouTube era, 81 per cent of Super Bowl commercials or teasers for commercials are released before the game in 2016, compared to just 25 per cent in 2008. In 2016, 330 million teasers were watched before the game, inspiring an early dialogue with fans and allowing brands a global moment.
In no particular order, here are our favourite commercials that are already winning the Super Bowl (so far).
Budweiser “Stand By You”
If this Budweiser ad doesn’t give you all the feels – beer lover or not – than I’m not sure what will. The spot highlights Budweiser’s efforts in disaster relief.
Pepsi “Cindy Crawford Teaser”
While it looks like we’ll have to wait until Sunday to see the full version, Pepsi’s seven-second teaser for this year’s Super Bowl spot offers a dose of nostalgia as they recreate Crawford’s 1992 Pepsi commercial.
Saturday Night Live alum stars in this Pringles spot, where he and fellow actors are blown away by the idea of stacking different varieties of the uniformly shaped chips to create new flavours (I don’t know why I didn’t think of that before, either).
Starring James Cromwell, PETA’s Super Bowl commercial – which, not surprisingly, promotes a vegan lifestyle – is more like a hard-hitting short film than a commercial (warning: it may make you not feel the best about the chili you’re consuming).
Doritos and Mountain Dew Ice “Tongue Twisters”
Game of Thrones fans will be happy to know they can catch Peter Dinklage alongside iconic Academy Award-winning actor Morgan Freeman in this fun spot.
This ridiculous (in the best way possible) ad for M&Ms – starring longtime funny man Danny DeVito – dishes up LOLs.
Lexus “Long Live the King”
Offering a super hero spin, Lexus partnered with Marvel’s latest Black Panther film this Super Bowl, offering a blockbuster movie-like feel to promote the new LS 500.
Febreze “The Only Man Whose Bleep Don’t Stink”
If you’re into clever bathroom humour, this one’s for you. The spot introduces us to Dave; the only guy whose “bleep don’t stink.”
Skittles “Super Important Super Bowl News”
This Skittles spot plays on their real-life marketing scheme to make an ultra-exclusive Super Bowl that only one person will see. Hey, at least they can make fun of themselves too.
Find more Super Bowl commercials at AdBlitz.