Anu’s top 10 best super bowls ad for 2018
TV – on, Snacks – ready, drinks – ice cold, family and friends – excited, atmosphere – pumped up. Its super bowl season and the whole of America are thrilled to see where the power of the game leads to.
There is something for everyone, those who love entertainment (The halftime performance), those who love the excitement and the cheers (The game), and those who are looking forward to what the mad-men in the Ad industry have cooked up (The super bowl ads).
It’s the biggest season and opportunity where the whole nation is captivated by advertising and the brand message. I call it the “Let your brand be heard moment”. This is the period where brands pitch to millions of consumers, putting their best foot out installing brand loyalty.
We watched the lazily written ads, the ‘OK’ ads, and the ads that got me clapping feeling proud to be working in such industry.
Today it’s going to be all about my top 10 best-loved ads from the 2018 super bowl that spoke excellently.
Lexus ‘Black Panther’ Ad:
Tagline: long live the king.
Most people have been pumped up about Marvel’s Black Panther movie coming to theaters soon. Lexus did a brilliant job by displaying the luxury and elegance of its brand on one of the most watched ShowTime in America.
Endorsing the Black Panther movie with Lexus is a perfect spontaneous recall.
Agency – Walton Isaacson
2. Bud light ‘Dilly Dilly’ ad:
Tagline: Famous among friends
The reason why this came number nine is that I think it was overplayed, but it rings that wacky joke college students will time after time recite while walking to their dorm rooms after a long party night.
Bud light is a beer that stands for friendship and loyalty. The storyline played well with the knight (Friend) who comes to help out but still has other friends to attend to.
Agency – Wieden + Kennedy ad agency.
3. Hyundai ‘Hope Detector ‘ad:
Tagline: Hopes comes Standard
I am a big fan of experiential campaigns in ads, this particular one touched me. The 60 seconds ad shows regular everyday individuals screened through an airport security. As their set of Hyundai car keys pass through the metal detector they are asked to be escorted to a security detention room.
At the detention/screening room, a video screen comes on as cancer survivors thank each of them saying for every Hyundai car purchased a donation is made to help and treat cancer patients.
This was emotional and will lead to more purchase power to the Hyundai brand in creating a stable brand awareness in 2018 for their positive charity contributions.
Agency – Innocean USA Agency.
4. Toyota ‘One team’ ad:
Tagline – We are all one team.
Every time my friends and I walk in and down to different places together people stare at us most times with amazement. We have forgotten comments like “All beautiful in different shapes and sizes”, or “You girls should be used for college brochure” or “Take a picture and tag united nations celebrating international women’s day hashtagging diversity”.
The comments have been lovely and this Toyota ad sums it up. It celebrates a group of friends from different religion and backgrounds but celebrates one team.
For Americans, this removes the boundaries of fear and pressure and brings a new light showing love and unity. This is the power of advertising.
Agency – Saatchi & Saatchi
5. Toyota ‘Good adds’ ad:
Tagline : Start your impossible
The Toyota brand brought their game this year in changing the odds into the positive win. The fact that you can move to the next level without voices telling you its impossible makes this a very powerful ad.
The heartfelt story narrates the achievement of Canadian medal-winning skier – Lauren Woolstencroft who was born without legs but took to win eight Paralympic gold medals with hard work and determination.
This just proves how Toyota is the unstoppable as a drive machine, and with you sitting in front of the wheel; there are no limitations to winning.
Agency – Saatchi & Saatchi
6. T-Mobile ‘Little ones’ ad
The fact everyone deserves equality to connect is very true. T-Mobile gave a brilliant insight along with a creative twist to the hashtag #WeAreEqual .
The lullaby was from Nirvana’s 1993 song ‘All Apologies’ and the narrated was voiced by the beautiful Kerry Washington.
The concept of the babies for me represents the purest moment in humanity which a person should be appreciated for who they are.
Today we realize we get more on our plates because of the family we come from, the university we attended or the country club we associate with, but telecommunication had faith in us, giving us the same opportunity, the same voice, and the same connection. This is how our society should be – representing equal rights.
Agency: In-house marketing executive team at T-Mobile
7. Doritos Blaze vs Mountain Dew ice ‘Battle’ ad
Tagline: SplitFire vs IceCold
I am sure you might be wondering why this landed as my number fourth on the list? Well, that’s why my perception is different from others. I believe what made everyone hype this ad was the unexpected imagination of Actor Peter Dinklage , games of Thrones star, and award-winning actor Morgan Freeman lip-sync and dance to urban hits as Missy Eliot ‘ Get your freak on’ and Busta rhymes verse from the Chris Brown’s single ‘Look at me now’.
The cinematography of the ad was brilliant and the insight of having both brands (Doritos and Mountain Dew) team up to create the ultimate super bowl snack time experience with friends makes it even better.
I love the way we saw the portraits hanging on the wall with Busta Rhymes and Missy looking like a gorgeous ice queen singing “Yesssss!!”
Agency: Good by , Sliverstein & partners.
8. Tide ‘it’s a tide ad” ad .
Tagline: If its clean, it’s got to be tide.
One of the mind-blowing ads I have seen in 2018 is the Tide super bowl ad. Certain brands synchronize their concept to what the season stands for, like a milk drink will be themed around ‘healthy champions’ , sneakers for running/ moving forward towards a goal, beer for fans cheering, toothpaste for a confident smile , and washing detergent for a clean wash for athletes, but Tide didn’t go in that regular ad direction – they took over!!!!.
They took over every expected opening scene of an ad and made it a TIDE AD. The lesson we learnt is if you are wearing clean or dirty clothes in any commercial – it has to be a Tide Ad. Wow! That’s what I call a TAKEOVER and a brilliant insight.
Agency: Saatchi & Saatchi
9. Amazon Alexa ‘Loses her voice’ ad.
Tagline: Will take it from here
This ad made it to the number two spot on my top 10. Can you imagine Alexa losing her voice due to flu? What will the nation do without their most reliable personal assistance? (Laughs).
Amazon lead managers decide to replace her with celebrity voice assistant as they perform an awful job. From Cardi B playing the wrong playlist and not knowing how far Mars is, Rebel Wilson not understanding the appropriate mood to set at a house party, Gordan Ramsey sounds very harsh because of a simple recipe advice, and Anthony Hopkins freaking poor Jessica out. Alexa later comes in taking her throne back and softly responses “…Thanks, guys, but I take it from here.”
The ad is totally catchy, hilarious and well written, but got me thinking – if Alexa started with losing her voice in Austin which is meant to be Amazon’s second headquarters in North America, could this ad be a sign for future company problems?
Agency – Lucky Generals Agency
10. Pepsi ‘ Pepsi for every generation’ ad :
Tagline: Celebrating every generation
Finally, drumroll, Pepsi made it to my number ONE! I give this ad a clapping ovation. It tells a catchy story and includes a lot of scenes leading to the conclusion that – this is our generation. We have heard comments like ‘Those were the GOOD OLD DAYS’ but I believe the best is yet to come and the future belongs to us.
So no matter how old or young you feel you are we can all celebrate memories together.
I am impressed with whoever wrote the copy because it was beautifully written. Even if you don’t work in advertising you can feel the passion, energy, joy, and happiness through every statement.
“….this is the Pepsi for those who are FOREVER FUN; this is the Pepsi for EVERY GENERATION.”
Well said, our generation is bright, our generation is you.
Agency – PepsiCO in-house Agency
That’s all folks, Hope you enjoyed watching every ad. Tell me know which one was your favorite from this year’s super bowl. Stay beautiful and enjoy your moments.
Pink kisses everyone.
