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
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”.
Sketchers
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”.
JEEP
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.
NFL
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.
Monster
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’.
Sprint
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.
Chrysler
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”.
Kia
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
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
Pepsi
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
Squarespace
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
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
Febreze
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
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
Pringles
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
M&M’s
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
Budweiser
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
Groupon
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
Skittles
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
It’s over, bring in the bots.
1. Budweiser – Take the PR route if you want to grandstand, especially when your beer tastes like water anyway.
2. Groupon – Maybe it’s different in the US, but i’m pretty sure Groupon sells ‘old mate’s’ products too.
3. PETA – Really? Out of all the stats and footage you have, that’s all you’ve got?
4. Doritos/Mtn Dew – Just because you have celebrities, doesn’t mean you can forget about the concept / content.
5. M&M’s – Read above.
6. Skittles – WTAF
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@We’re all doomed – so what epic, revolutionary ads have you created / are working on? I expect that they too have clocked over a million free views before even going to air…
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http://www.adnews.com.au/news/.....l%20charge
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If this is indeed an ad for Tourism Australia, I hope that the team have invested even more heavily into the search strategy to capitalise on all the people looking up ‘new Crocodile Dundee trailer’ etc – first result should be direct link to TA landing page for booking a holiday to Australia.
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I think the TA ‘trailer’ is great. Terrific idea and a hell of a lot of work has gone into corralling all that talent. Danny McBride and Chris H have excellent chemistry together. I like it.
The Skittles ad…how can you not love it? Watch someone watch an advert that you’ll never see. Top work in getting attention.
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Hey @We’re all doomed, in case you haven’t noticed the industry is starting to act like grown ups now and no longer do this slagging off thing publicly and anonymously any more. It would be interesting to see what work you’ve pulled off lately and if it really stack up to this? It is easy to hide behind this forum I think.
I’ve got to say I’d be stoked if I’d worked on any one of these projects.
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Interesting to see the two products together in the one ad.
Wonder if we’ll see more of that here too.
Not a bad concept either.
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Given this is a wrap-up of American TVC, one of them, at least, creatively helmed by a CCO who was fired after an internal investigation uncovered untoward behaviour, serious enough to get rid of a creative superstar. So far, American CCOs kicked from their agency: Joe Alexander at The Martin Agency; Ted Royer at Droga5; Ralph Watson at Crispin, Porter & Bogusky. Already McCann NY is looking into ‘problem.’
Why bring this up? Because not a single Australian advertising trade publication has mentioned any of this, even though the stories have made The New York Times, Adweek and AdAge. It is relevant to Australia because trade publications will eagerly make the connection between Australian and American advertising (especially when it reflects well on Oz because it’s Droga5 or the creative team is expat Aussie, etc), however, when things get ugly, not a peep.
I can understand, for example, that certain more creatively focused publications may perceive a massive conflict of interest (mates v reporting facts about them). All this is relevant because if it’s happening there, it’s happening here, it’s just that no-one wants to talk about it or deal with it. Perhaps Mumbrella will.
By the way, go to Instagram and look for DietMadisonAvenue, an account made up of a collective of advertising insiders who are blowing the whistle. Read about them and find out why they are not a bunch of pissed-off creatives but insiders with access to very inside information, powerful enough to be causing massive waves in the US ad industry.
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This is an awesome point.
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