Originally published by Andreas von der Heydt on LinkedIn: Super Bowl 2017 - The 12 Best Commercials
The 51st Super Bowl championship game, the world´s biggest annual sporting event, took place in Houston between the New England Patriots and Atlanta Falcons.
Whilst it was calculated that it would have a net economic impact of US$ 350 million on Houston, spectators enjoyed what started out as an unexpected match with the Atlanta Falcons having a 21-3 halftime lead. However, the fourth quarter’s turn of events made it quite a game. With the greatest comeback in Super Bowl history from the New England Patriots, the NFL got its first championship overtime, and after that, the Patriots realized a grandstand finish by having beaten the Atlanta Falcons 34-28 in the end.
Besides having become The global (sports) event and an unofficial holiday in the US, Super Bowl is a major media and marketing spectacle. During the match´s halftime Lady Gaga and PepsiCo impressed the nation and the world with an amazing show.
Even more important for many spectators is the question, who will take home the trophy for best Super Bowl commercial. For hundreds of millions of football and non-football fans it´s a must-watch experience to decide on their favorite commercials throughout the game.
This year, a strong lineup of advertisers had committed approximately a record high $5 million per 30 seconds of Super Bowl airtime. If you also consider costs for creatives, production, PR, social media, etc. some brands easily spend $10-12 million and more for a 60 or 90 second spot. Betting on the fact that Super Bowl´s huge reach and awareness will help them to grab consumers´interest and attention and contributes in strengthening their brand. All of them hoping that they produce legendary spots like Apple, Volkswagen or Coca-Cola in the past.
Below you can watch what I consider having been the most entertaining and unique commercials during the final:
T Mobile “Unlimited Moves“
It's A 10 Haircare Super Bowl
Lexus LC “Man And Machine“
Wix.com “Big Game First Spot“
Mr. Clean “Cleaner Of Your Dreams“
Skittles “Romance“
Mercedes “AMG Easy Driver“
Budweiser “Born The Hard Way“
Kia Niro “Hero’s Journey”
NFL Super Bowl Baby Legends “Who´s Next“
Squarespace “Get Your Domain Before It´s Gone“
Honda CR-V “Yearbooks“
Which one of them is your favorite commercial? Does any one of these ads have the potential to become a legendary commercial like Apple's "1984," Volkswagen's "Kid Vader" or McDonald's "Jordan vs. Bird"?
Please let us know your thoughts and opinion by leaving a comment below. Thanks in advance!
And what a game it was!