Picture this: the streets are almost empty and everyone, regardless of age or gender, is glued to their television. In the Philippines, that’s most likely Manny Pacquiao attempting to knock down an opponent in a boxing match. In the USA, however, it’s the Superbowl. More than 100 million Americans tune in on this annual championship game of the National Football League (NFL) that has grown into one big entertainment spectacle combining sports, popular music, and A-list celebrities.
With an audience this large, it comes as no surprise that advertisers bring their A-game to fight over limited commercial time slots and the viewers’ (or more accurately, the consumers’) attention. According to a report from Sports Illustrated, NBC Sports charged more than $5 million (P257,425,000) for a 30-second airtime during this year’s Superbowl. It’s obviously a hefty price but advertisers are willing to pay even if it excludes production costs. Most of the commercials noticeably go with a formula — funny storylines, a slew of celebrities, cameos, and special effects — while others went the poignant and thoughtful route.
Here are some of what we think are the best and most extra of this year’s Superbowl commercials:
1. Dundee (Tourism Australia)
You would think that “Dundee” – which stars Hugh Jackman, Margot Robbie, Isla Fisher and Russell Crowe – is a legit sequel to “Crocodile Dundee,” led by actors Danny McBride and Chris Hemsworth. It’s as real as a movie can get, especially from all the acting, the series of trailers, the movie website, and even an IMDB page. The truth: it’s a commercial from Tourism Australia that aims to attract international visitors to the country. Now, why an Australian tourism ad in the United States, you ask? North America is apparently the second-most-valuable market for Australian tourism and they are ramping up their pursuit of American tourists through follow-up content even after the Superbowl. A pretty smart move, we must say.
2. It’s A Tide Ad (Tide)
It’s not the Upside Down. It’s a Tide ad. Actor David Hopper swaps his role as a town sheriff in the popular Netflix series Stranger Things for an incredibly funny and insistent actor in a detergent ad. Just when you think he’s in a spot that fit a car, beer, diamond, soda, mattress, and deodorant commercial, he tells the viewers that it is, in fact, a Tide ad. We get it now, David. Totally.
3. Stand By Me (Budweiser)
Budweiser’s commercial may not be as funny as the Tide ad, but it sure connected with the Superbowl audience through its philanthropic nature. With the song, “Stand By Me,” the clip focused on the beer company’s efforts to deliver clean, drinking water to those affected by natural disasters in multiple states. It’s a short yet sweet commercial.
4. WOW (Pringles)
We are genuinely mind-blown at the fact that we never thought of stacking different flavors of Pringles to create new ones. It’s the chip brand’s first time running an ad in the Superbowl and they definitely sent us running to the grocery to pick up every flavor in the rack. We see what you did there, Pringles. We see you and we’re ready to be wowed with our spicy barbecue pizza stack. The local Pringles distributor *ehem ehem* might have to bring in more flavors to the country.
5. Doritos Blaze VS. Mountain Dew Ice (Pepsi)
If George R.R. Martin’s A Song of Fire and Ice ventured into modern hip-hop, this is how lit it would sound. Game of Thrones actor Peter Dinklage literally spit fire for the spicy Doritos Blaze with Busta Rhymes while actor Morgan Freeman froze everything in his way lipsynching Missy Elliot for the new Mountain Dew Ice. Oh, did we mention that the two products seem like a perfect combo for a mid-day, lazy snack? Now we have.
6. The Wonder of Us (Coca Cola)
Coca Cola recognizing diversity and inclusivity is such a wonderful watch for us. Much like the drink itself, the soda’s message of positivity was refreshing and relevant at the same time. There’s a coke “for he, and she, and her, and me, and them.”
7. Icelandic Vikings (Ram Trucks)
The Vikings were known to be very strong and ruthless, and their ship reflected their character. If they were to travel through time, they would likely ride Ram trucks, at least according to this commercial. While a car battling a stormy sea seems something we could only see in the movies, the exaggeration works especially in the presence of armored warriors. The Queen song, “We will Rock You,” also fit the RAM 1900’s ability to endure difficult road conditions. Mostly, we just love seeing the Vikings, their shields, and spears werking it in an advertisement of a car we know they’d love to use.
BONUS: To Our Daughter (Kylie Jenner)
here’s a little glimpse of the last 9 months.. ♥️ https://t.co/dkRKkcxwsS
— Kylie Jenner (@KylieJenner) February 4, 2018
While most Americans were glued to their television, Kylie Jenner dropped a short film on Twitter confirming the long-standing rumors that yes, she is pregnant and she’s already given birth last week. The clip, which showed her journey to motherhood, was likened by many netizens with the elevated quality of commercials in the Superbowl. We also think the way she chose to handle her pregnancy was commendable and the way she kept it all a secret. Seriously, how in the world did she do that?