Which Ad Will Win the Super Bowl?

Which Ad Will Win the Super Bowl?

Super Bowl LII—or for those of us who are Roman-numerically challenged, 52—is only two days away. Like most years, the ads are almost as anticipated as the game itself. Even with the ongoing debate on whether Super Bowl ads are worth the money (the average amount this year for a 30-second commercial is $5 million), there’s no doubt that they’re a highlight of every Super Bowl game. In the past week, brands have been dropping ad teasers to give consumers a taste of what their full Super Bowl spot will look like. Here are two that I think are poised to be the best ads of Super Bowl LII.

Mountain Dew and Doritos: “Doritos Blaze vs. Mountain Dew Ice”

With Game of Thrones not returning until 2019, I’ll take anything GoT related I can get. This includes Peter Dinklage and Morgan Freeman getting ready for a rap battle, with Busta Rhymes and Missy Elliot as coaches. Can we just say, “match made in heaven,” since the ad is for Mountain Dew and Doritos — one of the best game day pairings.

Lexus LS 500 F SPORT / Marvel Studios’ Black Panther 

The other ad that I think might take the crown (pun intended) is the collaboration between Lexus and Black Panther. If the movie already has my wallet, why shouldn’t Lexus? (Because I’m a poor college student, that’s why.) This ad also has the potential to be rewatched many times, if only to catch a glimpse of new Black Panther scenes that haven’t been shown in previous trailers for the movie.


But what does an ad need to do to become viral or memorable? I think that there’s no better example than the 2010 Snickers Super Bowl commercial starring Betty White. Does the commercial’s ending tagline, “You’re not you when you’re hungry,” sound familiar? It helped the commercial become a viral hit on YouTube and variations of the tagline are still used in ads today. It also increased global sales by 15.9% and added $376 million in revenue between 2010 and 2012

On the other end of the field, there are ads that have made some big fumbles. Flashback to General Motors 2007 ad, where a part of the storyline included a robot committing suicide. See the problem? General Motors defended the ad and among the public outcry, the American Foundation for Suicide Prevention even urged GM to pull the ad. It was ignored and is still lives on YouTube.

Which brand’s ad do you think will win the Super Bowl this year? Let us know in the comments below.

  • Richard De Lisser

    Agility, stealth, strength, drive, determination, strategy, surprise. All in a car. All in the game. Or both? Lexus is a perfect example of the synergy of creativity with an awareness of the now coupled with the tradition of the future that is the Super Bowl.

Share This