Super Bowl ads 2018: Is every ad a Tide ad?

With the Super Bowl now over, Mumbrella wraps up the ads that screened during the 52nd Super Bowl with Tide, Jeep and Tourism Australia all making their mark.


Tide plays on various advertising tropes in its Super Bowl spot – from cars roaring down highways in “typical Super Bowl car ads”, to happy, care-free young people laughing on a beach to promote soft drinks. The ad covers the stereotypes found in car, soft drink, beer, insurance, jewellery, shaving and technology ads – before asking viewers: “So, does this make every Super Bowl ad a Tide ad? I think it does”.


NFL star Howie Long features in the Sketchers 2018 Super Bowl ad comparing his “regular shoes” to the middle economy seat in a busy aeroplane. After receiving an upgrade, Long walks the aisle up into first class in his Sketchers, describing them as “first class for your feet”.


Jeff Goldblum once again finds himself being chased by a T-Rex in Jeep’s Jurassic Park-inspired commercial. Goldblum eventually outwits the dinosaur, thanks to Jeep’s superior braking and handling, before the tagline ‘Evolution in its purest form’ appears.


The NFL: recreates the iconic dance scene between Patrick Swayze and Jennifer Grey in 1987’s Dirty Dancing in its Super Bowl commercial. Eli Manning and Odell Beckham Junior do the famous lift together as they practice their touch down celebrations with ‘Time of My Life’ playing in the background.


YouTuber RiceGum and Australian rapper Iggy Azalea front Monster’s campaign which tells music listeners they “deserve better” than the standard white earbuds.

Pizza Hut

Pro Football Haller of Fame member Terrell Owens appears as a ‘professional boaster’ in Pizza Hut’s Super Bowl spot. The ad features the Garcia family who are too busy eating their free pizza to boast. The ad also takes a swipe at competitor Domino’s, before concluding “No-one OutPizzas The Hut”.


Tourism Australia

The ‘DUNDEE: The Son Of A Legend Returns Home’ trailers, which initially appeared to be a sequel to the 80s movie, were created by global ad agency Droga5.

The full length ads, which debuted during today’s Super Bowl final, aim to attract more international visitors to Australia by promoting the country’s great wine, beaches and restaurants.

Ram Trucks

A horde of Vikings tow a massive Viking ship towards Minneapolis while singing a rendition of Queen’s ‘We Will Rock You’.


AI robots bully a researcher/ inventor into getting a better telecommunications provider in this Super Bowl spot for Sprint. ‘Evelyn’ a robot who is leaning at an ‘exponential rate’ lambasts the doctor for remaining with Verizon before all robots in the lab pile on and tease him for paying too much.


Veep’s Gary Cole stars as a suspicious boss in this year’s Chrysler commercial. Cole’s character accuses an employee of embezzling funds in order to afford the car, before it’s revealed Janice with the helicopter is actually the culprit. The ad finishes with: “The Chrysler 300 S. It only looks like a million bucks”.


Aerosmith’s Stephen Tyler returns to his heyday in Kia’s Super Bowl ad for 2018. Current-day Tyler drives the Stinger around a racetrack, before it appears to return him to his youth, complete with screaming 1970s fans. The ad tells viewers to “feel something again”.

Agency: David&Goliath


Toyota’s ‘One Team’ Super Bowl spot shows religious leaders from different denominations coming together to watch the game. It promotes the idea that ‘We’re all one team’.
sports fans from all different religions, cultures and countries uniting to watch the Super Bowl game. ‘We’re all on team’ is the slogan used by Toyota.

Toyota pulls on the heart strings with its ‘Good odds’ spot which tells people ‘Anything is possible’. The ad features gold-medal-winning Paralympic skiier Lauren Woolsencroft and shows her odds getting better and better as she progresses through her training,

Agency: Saatchi & Saatchi


Britney Spears and Cindy Crawford feature in Pepsi’s 2018 Super Bowl spot, which takes viewers on a historical journey through the soft drink brand’s evolution. The spot pushes Pepsi as being for every generation.

Agency: Creators League

Michelob Ultra

Chris Pratt, Brooks Koepka, Kelly Slater, and Shalane Flanagan star in Michelob Ultra’s 2018 Super Bowl musical-inspired commercial. The celebrities sing about their love of beer while pumping iron, running marathons and taking a dip in the pool.

Agency: FCB Chicago


Keanu Reeves stars in Squarespace’s fifth consecutive Super Bowl ad as he stands on a moving motorbike to promote ‘the power to do anything’.


Amazon has released its 2018 Super Bowl commercial, which will reveal the tech giant’s plans for when ‘Alexa’ – the voice of its in-home device – loses ‘her’ voice.

The full version of Amazon’s Super Bowl ad was released on Wednesday, with rapper Cardi B, reality TV chef Gordon Ramsay, and actors Rebel Wilson and Anthony Hopkins helpfully stepping in after Alexa loses her voice.

Agency: Lucky Generals and D1

Doritos and Mountain Dew

The latest one minute ad released by Doritos and Mountain Dew reveals the Game of Thrones-inspired lip synching rap battle between Morgan Freeman and Peter Dinklage as the pair put their spin on Busta Rhymes’ ‘Look at Me Now’ and Missy Elliot’s ‘Get ur Freak On’.

The teaser features rapper Missy Elliot coaching actors Morgan Freeman and Peter Dinklage practicing different tongue twisters ahead of representing the two brands in a battle.

Agency: Goodby Silverstein & Partners


For this year’s Super Bowl spot, Febreze has introduced Dave, a man whose “bleep don’t stink”. The spot features an interview with Dave’s parents, who are clearly very proud to have a son whose #bleepdontstink. It’s better than being a lawyer, apparently.

Agency: Grey New York

Avocados From Mexico

Avocados From Mexico is returning to screens across America during the ad break for the fourth year in a row, this time starring comedian and actor Chris Elliot alongside a selection of rainbows, avocados and flowers

Agency: GSD&M

Diet Coke

Diet Coke’s Super Bowl ad appears to be pushing back against health warnings and negative perceptions around soft drinks, with the message: “If you want to have a Diet Coke, have a Diet Coke”. American actress Gillian Jacobs delivers the “Diet Coke. Because I can message” and tells viewers life is too short to do anything other than what you want to do. The ad also pushes the bran’s new flavours Ginger Lime, Twister Mango, Fiesty Cherry and Zesty Blood Orange.

This teaser for Diet Coke’s Super Bowl will not air during the game, Diet Coke has not yet revealed the 30-second ad.

Agency: Anomaly Los Angeles

Tourism Australia

DUNDEE: The Son Of A Legend Returns Home has launched its two minute “trailer” with cameos from Hugh Jackman, Margot Robbie, Russell Crowe, Isla Fisher, Ruby Rose, Liam Hemsworth, Chris Hemsworth, Jessica Mauboy and Luke Bracey.

Although Tourism Australia has not confirmed the Crocodile Dundee ‘trailer’ is in fact a Super Bowl ad, speculation around the ad continues to point towards the Australian tourism body debuting an ad during the Super Bowl.

The new ‘offical cast intro trailer’ details the story of Dundee as he gets lost in the Australian outback.

Paul Hogan is listed as executive producer.

Tourism Australia declined to comment.


Kraft has released a teaser for its Super Bowl ad this year which calls on “actual, non-celebrity, non-famous” families to share a photo or video of how Americans “family on game day”.

Agency: Leo Burnett Chicago


Advertising for the first time at the Super Bowl, Pringles has recruited Saturday Night Live’s Bill Hader, who stars in the 30 second ‘WOW’ commercial. The ad shows Hader on set filming a movie while crew members create a stack of Pringles to create new flavours including Spicy BBQ Pizza Pringles.

Agency: Grey New York


Danny DeVito stars in M&M’s 2018 Super Bowl ad teaser swimming in a pool of chocolate dressed as a red M&M. While in the 30 second spot, released a few days later, ‘Red’ is tired of people trying to eat him so he makes a wish to become a human.

Agency: BBDO New York


In this ‘Stand by you’ commercial Budweiser helps provide more than 79 million cans of water to cities across the United States after natural disasters. The spot is backed by a cover of ‘Stand by Me’ sung by Skylar Grey.

Agency: David


In its Super Bowl ad this year, online deal site Groupon emphasises to its customers that they are supporting family owned, local business as well as saving money.

Agency:  O’Keefe Reinhard & Paul


For its 2018 Super Bowl ad, a news reader argues with a teenager eating skittles about the brand’s commercial targeted at one person.

As the Super Bowl hype grows ahead of the game next Monday, Australian time, we can expect more ads to be released which we’ll be reporting on here.

Agency: DDB


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.