The Eagles did away with the Patriots in the game - but which brands came up trumps?
Philadelphia Eagles vs. New England Patriots turned out to be a cracker of a Super Bowl, with the Philly team edging out on top despite a last second scare. (NB: British man writing this, trying to decipher the intricacies of a slightly alien sport.)
But who came out on top during the ad breaks? Check out our pick of the ads below.
Tide - ‘It’s a Tide Ad’
Every ad is a Tide ad in this series of super smart work by Saatchi & Saatchi New York and Rattling Stick’s Traktor.
NFL - ‘Touchdown Celebrations to Come’
Football legends Eli Manning and Odell Beckham Jr. show fans a softer side with a little Dirty Dancing inspiration. Created by Grey New York and directed by Biscuit Filmworks’ Aaron Stoller.
Tourism Australia - ‘Dundee’
Droga5 New York and Revolver’s Steve Rogers punked viewers with a Tourism Australia ad hidden within a spoof trailer for a ‘new’ Crocodile Dundee film.
Jeep Wrangler - ‘Jeep Jurassic’
Jeff Goldblum + Jurassic Park make for an almost universally likeable nostalgia trip, and it works here in this Jeep spot by DDB Chicago and Pony Show Entertainment’s Colin Trevorrow.
Squarespace - ‘Make It Happen’
Reset’s Jonathan Glazer directed this in-house created Squarespace spot. Word has it that Keanu Reeves all his own stunts.
Amazon - ‘Alexa Lost Her Voice’
Amazon’s Alexa spot was filled with celebrities without feeling like they were shoehorned in. Genuinely funny stuff from Lucky Generals and Hungry Man’s Wayne McClammy.
Bud Light - ‘The Bud Night’
Thy Knight of beer saves the day in one of Bud Light’s efforts by Wieden+Kennedy New York and O Positive’s Jim Jenkins.
This was a widespread favourite when it launched a few days before the game and it’s easy to see why. Created by Goodby Silverstein & Partners and directed by Reset’s Nabil Elderkin.
Coca-Cola - ‘The Wonder of Us’
Alma Har’el of Epoch Films shot this for Coca-Cola, which opted for an emotional, inclusive approach. Created by Wieden+Kennedy Portland.
Quicken Loans - ‘Rocket Mortgage’
This marked Huge’s first ever work as an agency on a Super Bowl - we liked it. Also check out a behind the scenes video below.
Diet Coke - ‘Groove’
Coca-Cola’s sister brand went for an entirely different approach. This kooky spot was created by Anomaly and directed by RSA’s Paul Feig.
M&M’s - ‘M&M’s Super Bowl 2018’
It turns out that Danny Devito makes for quite an amusing human version of a sugar coated chocolate treat. Top casting by BBDO New York and Hungry Man’s Wayne McClammy (a second spot in this list from him).
Febreze - ‘The Man Whose Bleep Don’t Stink’
We can’t help but sing the lyrics to Outkast’s ‘Roses’ when watching this. Created by Grey New York with direction by Hungry Man’s Bryan Buckley.