With at least 12 wins in every year since 2010, New England Patriots were bound to win the 57th National Football League Super Bowl 51. The Super bowl is an event where commercials are more important than Americans watch actual football with a base rate of $5 million for a 30-second advertisement.
Later, the Super Bowl LI halftime show was headlined by Lady Gaga; whose performance was hailed by Hillary Clinton among millions of other fans including President Donald Trump.
— Hillary Clinton (@HillaryClinton) February 6, 2017
Among all these high profile advertisements, YouTube played a vital part by acting as the go-to platform to view TVC’s on respective brand pages. 84 Lumber used YouTube to redirect their online audience to view their complete advertisement as their 45 Sec ad was banned. So, here are the brands fighting for your attention during the million dollar commercial breaks that we selected as per their viewership on YouTube.
Budweiser 2017 Super Bowl Commercial | “Born The Hard Way”
Ad Agency: Anomaly, New York
Est. TV Spend – $9,800,000
Views Per Day – 6545101
Total Viewership – 20,869,314
Like most of their TVC advertisements, Budweiser makes sure that their money is well spent on Super Bowl Games. “Born The Hard Way,” tells the story of its founder, Adolphus Busch, celebrating the brand’s 141 years of working toward achieving the American dream.
The main reason why this TVC generated so much engagement is due to the fact that this advertisement also teases the ongoing immigration tension created by the 45th President of the United States” Donald Trump”.
Ghost Spuds | Bud Light Super Bowl Commercial 2017 feat. Spuds MacKenzie
Views Per Day – 1984729
Total Viewership – 7,938,916
Budweiser bought back “Spuds” its mascot to the super bowl that they used 3 decades back. Spuds MacKenzie is a fictional dog mascot created for use in an extensive advertising campaign marketing views Bud Light beer in the late 1980s. This Super Bowl Commercial generated more than seven million viewership and is one of the most viewed Super Bowl Commercial on YouTube.
#UnlimitedMoves with Justin Bieber | T-Mobile Commercial
Tagline – “Say Goodbye to Limits”
Ad Agency: Publicis Seattle
Est. TV Spend – $10,060,194
Views Per Day – 1984729
Total Viewership – 7,938,916
Influenced by “The Armstrong and Miller Show’s – The Origin of Smalltalk”, this advertisement captures Justin Bieber as a celebration expert who debriefs viewers on the history of celebration in the National Football League with Rob Gronkowski and Terrell Owens’s cameo. The product T-Mobile is offering here is the T-Mobile One, an unlimited data service, with Bieber’s unlimited moves.
Audi #DriveProgress Big Game Commercial – “Daughter”
Ad Agency: Venables Bell & Partners San Francisco
Est. TV Spend – $10,460,194
Views Per Day – 1391247
Total Viewership – 6,956,235
Tagline – “Progress Is for Everyone”
This TVC was made to convey “Why Equal pay for equal work” is still important on the biases of a report by the U.S. Congress Joint Economic Committee; who found that women were paid 21% less than men on average. This is also the most disliked youtube ad in this list.
TurboTax 2017 Commercial “Humpty Fall” (Official:45) TV ad – Humpty Dumpty Commercial
Tagline – “TurboTax Anytime, TurboTax Anywhere”
Ad Agency: Wieden+Kennedy, Portland
TurboTax is an official Super Bowl 2017 advertiser and this will be the fourth time TurboTax will have a Super Bowl ad in two slots covering the whole storyline of disfigured egg called Humpty Dumpty. This advertisement was viewed 1,238,219 times a day with more than 18 million views on YouTube.
2017 Kia Niro | “Hero’s Journey” Starring Melissa McCarthy
Ad Agency: David&Goliath
Est. TV Spend – $10,400,000
Focused on “Global Climate Change”, Kia’s new ad features Melissa McCarthy rescuing whales (hunting), Black horn Rhinos (extinct now), Trees (deforestation), and ice plate (global warming). The ad stresses more on its eco-friendly car called NIRO with tagline “it may be hard to be an eco-warrior, at least Kia lets you drive like one.”
6. Michelob ULTRA
Super Bowl Commercial 2017: Our Bar | Michelob ULTRA:30
Tagline – “Brewed For Those Who Go the Extra Mile”
Ad Agency: FCB Chicago
CrossFit enthusiasts endure grueling workouts all the while supporting one another before sharing cold beers afterward. The Michelob ULTRA Super Bowl LI commercial features the iconic theme song from the TV show “Cheers” to underscore the strong camaraderie within fitness communities.
7. Mr. Clean
Mr. Clean | New Super Bowl Ad | Cleaner of Your Dreams
Ad Agency: Leo Burnett, Toronto
Est. TV Spend – $5,309,337
Things get a little dirty in Mr. Clean’s Super Bowl LI commercial after Sarah discovers a spill on her stove. A sexy Mr. Clean, dressed in tight, white clothes, appears in her living room ready to do the dirty work — all over the house. This is an age-old style of blatant advertisement which was able to generate more than 7 million viewership on YouTube.
Nintendo Switch Super Bowl LI Commercial – Extended Cut
Ad Agency: Leo Burnett
Nintendo is running its first Super Bowl ad for the Nintendo Switch game console. The 30-second commercial features the game Legend of Zelda: Breath of the Wild and the song “Believer” by Imagine Dragons.
Big Game Commercial with Cam Newton & Miranda Kerr | Buick
Tagline – “Experience the New Buick”
Ad Agency: Engage M-1
Est. TV Spend – $10,461,545
Buick is considered as an upscale automobile brand of the American Manufacturer General Motors (GM). This big game commercial with Cam Newton & Miranda Kerr is an advertisement for Buick’s new mini sports utility vehicle called Encore. Within six days, this ad has generated more than 3 million viewership on YouTube.
Skittles | “Romance” | Super Bowl LI Commercial
Ad Agency: Adam&eveDDB
Est. TV Spend – $5,324,501
With one boy’s attempt at getting the attention his sweetheart, Katie; Skittles continued its longstanding tradition of absurdist humor with “Romance.”
Politically Influenced Advertisements –
With the advent of 45th President of the United States” Donald Trump,” almost all award ceremonies, advertisements, brands, celebrities are voicing their protests against the executive orders and other vague constitutional changes.
This is the rare occasion of super bowl advertisements where brands are focused more on ongoing political events in North America. So, here is the couple of brands that achieved a perfect balance of showcasing their products moral values without losing out too much on biasedness.
Airbnb Super Bowl 2017 TV Spot, ‘We Accept’
Tagline – We Accept
Ad Agency: TBWA Chiat Day
Est. TV Spend – $5,300,000
Home rental site Airbnb’s ad, “We Accept,” is a response to critics who say the company hasn’t done enough to prevent discriminatory behavior by the hosts.
84 Lumber Super Bowl 2017 TV Spot, ‘The Journey Begins’
Ad Agency: Brunner, Inc.
Est. TV Spend $15,000,000
This is probably the hardest hitting Super Bowl advertisement on this list. The ad chronicles a mother and daughter’s symbolic migrant journey towards becoming legal American citizens. This ad takes a jab at Trump’s campaign promise to build a wall on the US–Mexican border. Eventually, this super bowl advertisement got banned from FOX for being too overtly political.
On its YouTube video’s comments section, 84 Lumber was criticized for politicizing the message too much and for taking the side of illegal migration. On the other hand, many brand advocates, advertisers, and evangelists supported the advertisement as it focusses on both sides of illegal immigration and the reason why it is happening.
Being an artist, movie buff and a media enthusiast, content writing is my career train. I am a proud alumni of Symbiosis Institute of Media Communication (Pune) and currently working for Vidooly.