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AdStand: A peep into Super Bowl 2016

At $5 million for a spot, it is where the best and biggest get showcased. This much is clear: America loves animals even more than it loves celebs

AdStand: A peep into Super Bowl 2016

At $5 million for a spot, it is where the best and biggest get showcased. This much is clear: America loves animals even more than it loves celebs

Delhi | February 15, 2016

Adstand by Naresh Gupta

Super Bowl is the world championship of American Football, a game that only Americans play. Super Bowl is also the circus of advertising. At $5 million for a spot, it is where the best and biggest get showcased. Apple telecast its landmark TVC for Macintosh just once in Super Bowl in1984. Brands give their arm and leg to be there on the Super Bowl Sunday.

USA Today runs an online measurement of how the consumers received the TV ads telecast on Super Bowl and rank them on a scale of 1 to 10. The ads are then rated 1 to 50 depending on scores given by AdMeter. I am using the same ratings as the order to list the commercials. The entire ranking is here.

Hyundai released four ads this weekend, and the Kevin Hart featuring won the Super Bowl sweepstakes. The First Date is as filmy as it can get and could be so Indian too. The TVC is a simple tale of how a car can be tracked all the time using just a Smart Watch. The cuteness overload has worked for the TVC


A bunch of hot dogs (cute dachshunds) make a mad dash for bottles of Ketchup in this spot for Heinz. A combination of loveable dogs and a relentless focus on the product seems to have worked for the ad. All I know now is that Americans love their ketchup and their hot dogs.


Doritos is an old hand at creating winning Super Bowl advertising. This year they climbed to number three with this tale of unborn baby and his love for Doritos. Doritos is now so popular that expecting moms and dads discuss it so much that the baby in the womb craves for it! Made me remember the story of Abhimanyu and the Chakravy?ha J


Doritos has another winner in this little tale of dogs and their plan to lay hands on some Doritos. Dogs and humour  have been doing the trick for Doritis for long; it has done it again.


Hyundai is winning US in a big way, and this supercute RyanVille ad featuring Ryan Reynolds and a host of Ryan Reynolds is in fifth place. Ryan and pedestrian detection technology in all new Hyundai Elantra is a traffic stopper.


Hyundai is at it again. Revenant inspired Bears and two humans running away from start the car by just speaking to their smart watch. Either the bears or the smart watch or both put together have taken the brand to top of pops. The chatter between the two bears at the end of chase is actually more hilarious and adds to the whole experience.


Singing sheep, talking sheep dog and a truck that has an audio streaming in truck bed too is in the top ten. How did Honda manage this? The Ridgeline Truck is not the best looking Honda, nor is the TVC the usual Honda commercial. Somehow it wins.

Audi R8 is a rocket; it can chase the moon, it can put a smile on an ex-astronaut’s lips is a classic Audi commercial. The seriously good looks of the new R8 add to the whole feel of the TVC. Audi has been true to the brand, marries speed with enjoyment.


Award winning Helen Mirren berates you for 60 seconds to grab a Budweiser, nice and cold as she says. This is a compelling take on drivers who drink and drive and don’t give a damn. The commercial asks people to #giveadamn and behave. The typical caustic British humour goes a long way in making the commercial likeable. Now who can say this with elan: “If your brain was donated to science, science would give it back.” Savage and compelling.

Toyota makes it to top ten with its Longest Chase for Prius. Four bumbling robbers use the Prius as the getaway car and end up earning lot more than expected respect from cops and society. The bumbling thieves discover many innovative features of the car and eventually evade the cops. Let’s go Places says the brand, ‘like jail’ says a user on their YT channel. The brand though could have done far better on a car like Prius.


If you go through all the commercials telecast on the circus, this much is clear, that America loves animals even more than it loves celebs. There were 60 commercials on Super Bowl, 50 had animals in them.



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