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Which commercial won the Super Bowl broadcast?

Written by Tom Ryan

Sources: Ads by Proctor & Gamble; T-Mobile; Audi; 84 Lumber

With 30-second spots costing $5 million a pop, advertisers had a lot riding on the commercials placed during this year’s Super Bowl broadcast. Many, as in years past, fumbled the opportunity while others scored big. Here’s a list of top spots identified in reports from around the web. USA Today’s Ad Meter ranking gave the five best commercials to: “Hero’s Journey” from Kia. The comedic spot starring Melissa McCarthy had the actress using the automaker’s Niro crossover vehicle to get to environmental trouble spots to try and save whales, old growth forests, the ice caps and rhinos. “Yearbooks” from Honda. The spot animated old photos of celebrities set within yearbooks. The stars included Tina Fey, Amy Adams, Steve Carell, Missy Elliott, Stan Lee and others, who offer advice to those with big dreams today. “Daughter” from Audi. This ad effectively made the case for equal pay for equal work, which is part of the German automaker’s personnel policy. The commercial featured a father’s voice-over discussing the reality of gender inequality in workplaces while providing a compelling video demonstrating that worth has nothing to do with being a male or female. “Born the Hard Way” by Budweiser. The spot followed Adolphus Busch as he made the journey from his native Germany to the United States. On arriving in America, Mr. Busch was greeted by anti-immigrant sentiment until he finally found his way to St. Louis and a meeting with his future business partner, Eberhard Anheuser. “BradshawStain” by Tide. This commercial starred former Pittsburgh Steeler great Terry Bradshaw in need of a clean shirt just before he and his colleagues are getting ready to go on set for the broadcast of the Super Bowl. After a journey, the quarterback turned broadcaster wound up at the door of actor Jeffrey Tambor who used the laundry detergent to return Mr. Bradshaw’s shirt to its original brilliant white condition. Advertising Age gave four stars to:
  1. Honda – "Yearbooks"
  2. It’s a 10 Hair Care – "Four More Years"
  3. Bai – "Gentleman"
  4. Squarespace – "Calling JohnMalkovich.com"
  5. Clean – "Cleaner of Your Dreams"
Adweek’s five best spots were:
  1. 84 Lumber – "Journey"
  2. It’s a 10 Hair Care – "Four More Years"
  3. Audi - "Daughter"
  4. T-Mobile – "#NSFWireless"
  5. Clean – "Cleaner of Your Dreams"

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