Super Bowl 2018 Ad Analysis

After two weeks of seemingly endless predictions regarding what would occur during virtually every minute of the Super Bowl LII broadcast, last night answered which team would win, what Justin Timberlake would sing, and whose commercials would be good, bad, and ugly.

Winner? The Eagles in a 41-33 shootout whose 1,152 offensive yards were the most of any NFL game ever.

JT’s performance? Some classics like “Rock Your Body” and “Sexy Back” mixed with a Prince tribute accompanied by a projection of Prince.

As for the commercials, the subjective labels of best, worst, and ugliest are best left to the eye of the beholder, so here’s an objective recap of all that aired from kickoff to 0:00 on Sunday night:

 

BLOCKBRANDCATEGORYIN A NUTSHELL
1ToyotaAutoOlympic skier proves anything is possible.
 SprintTechRobots make fun of guy for using Verizon.
2Solo: Star WarsContentSolo: Stars Wars coming this summer.
 Turkish AirlinesTravelDr. Oz says widen your world.
 Rise (NBC Show)ContentNBC’s Rise is coming
3BudweiserFood/BevMedieval Dilly Dilly.
 MarsFood/BevDanny Devito likes M & Ms.
 Winter OlympicsContentThe Winter Olympics are coming.
4DodgeAutoRam trucks will get Vikings to the Super Bowl, even if The Vikings aren’t in it.
 Wendy’sFood/BevWendy’s burgers are made fresh and killin’ it.
 The Tonight Show with Jimmy FallonContentJimmy is on tonight after the game and This is Us so you’ll probably be asleep and miss him.
5Hulu’s Castle RockContentHulu has a new show.
 SketchersApparelSketchers are, as always, great for Howie Long’s feet.
 Heroes ArenaGamingDownload and play a video game with friends.
 Winter OlympicsContentThe Winter Olympics are still coming.
6DoritosFood/BevBusta-rapping Peter Dinklage likes Doritos’ new spicy chips.
 Mountain DewFood/BevAnd Missy-rapping Morgan Freeman likes new Mountain Dew Ice.
 TideHomeClean clothes mean it’s a Tide ad.
 SkyscraperContentThe Rock is a badass in yet another movie.
7BudweiserFood/BevThe Bud Knight kind of saves the day.
 E TradeFinanceAn E Trade retirement account will keep you from working at 85.
 Mission Impossible FalloutContentTom Cruise is still jumping all over the place.
 Olympics (NBC)ContentWinter Olympics will have figure skating!
 This is Us (NBC)ContentSet your DVRs because the This is Us fire happens tonight!
8Rocket MortgageFinanceQuicken makes mortgages simple.
 Avocados from MexicoFood/BevAvocados taste great on lots of things.
 The Cloverfield Paradox (Netflix)ContentNew Netflix sci-fi series coming.
9Diet Coke Twisted MangoFood/BevCoke’s new diet soda makes you dance weird.
 JeepAutoJeep takes you past where the road ends.
 TideHomeOld Spice guy does Tide ad.
 WeatherTechAutoWeatherTech makes stuff in America.
10PringlesFood/BevPringles lets you stack flavors to make new ones.
 FebreezeHomeFebreeze makes your feet not stink
 Michelob UltraFood/BevMichelob Ultra is for everyone, not just Chris Pratt
11BLACKOUTNAThought maybe this was one of those grab-your-attention-then-serve-you-an-ad ads, but nope.
12SquareSpaceTechKeanu Reeves likes SquareSpace
 DodgeAutoRam trucks, with MLK narration, are built to serve
13AustraliaTravelYou can have a great time in Australia even if you’re not the next Crocodile Dundee.
 TurboTaxFinanceTurboTax makes taxes simple.
 PersilHomePersil delivers premium clean.
 Good Girls (NBC)ContentGood Girls coming soon.
14NFLContentThere’s no offseason.
 News 4 (NBC Local Affiliate)ContentLocal NBC news channel works for you.
 Yellowtail WineFood/BevKangaroos love Yellowtail.
 Nationwide Auto (Local)AutoYou should buy cars from a local dealer.
 Dominion EnergyHomeLocal energy company powers the future.
 NFLContentEli Manning talks about TD dance.
15ToyotaAutoToyota takes religious leaders of all sorts to the football game.
 Olympics (NBC)ContentLindsey Vonn is a badass.
16Unsolved (USA TV show)ContentA show about Tupac’s murder coming.
 PepsiFood/BevJimmy Fallon introduces JT from big NYC Pepsi sign.
17Jack Ryan (Amazon Prime show)ContentJim from The Office is a hero in a new Amazon series.
 VerizonTechVerizon helps first responders save lives.
18The Voice (NBC show)ContentThe Voice is coming later this month.
 XfinityContentXfinity will help you experience the Winter Olympics.
 Royal Farms (Local)Food/BevRavens’ kicker sings opera to promote convenience store coffee.
 Long Roofing (Local)HomeA new roof will protect you from winter.
 NFLContentEli is still plotting a TD dance.
19LexusAutoNew Lexus even works for superheroes.
 TideHomeEven though there’s a Clydesdale it’s still a Tide ad.
 BudweiserFood/BevBudweiser bottled and donated water to California
 Turbo TaxFinanceTurbo Tax gets taxes done.
20JeepAutoJeeps let Jeff Goldblum (and you) chase dinosaurs.
 Westworld (HBO Show)ContentWestworld Season 2 is coming soon.
 Turbo TaxFinanceTurbo Tax makes taxes easy.
21KiaAutoSteven Tyler gets younger by driving backwards on a track.
 BlactureContentThere’s a new website for black people only.
 NFLContentEli still thinking about TD dances.
 NBCContentWinter Olympics are still coming.
22AvengersContentAnother Avengers movie is coming.
 T MobileTechWe should all be equal!
 Jesus Christ Superstar (NBC Live Musical)ContentJohn Legend is going to star in this musical.
23ToyotaAutoToyota believes anything is possible.
 WixTechYou can create a stunning episode with Wix
 KraftFood/BevKraft helps you celebrate with your family
 Today Show (NBC)ContentToday Show is still good
24NFLContentEli and OBJ are ready for TD dances next season.
 RaytheonTechTechnology makes the world a safer place.
 ChevronTechChevron drones help keep things moving.
 Cyprus Air (Local Gas Fireplaces)HomeLocal fireplace company with Trump impersonator and Redskins QB Kirk Cousins.
25MonsterTechMonster’s wireless headphones are changing the game.
 Michelob UltraFood/BevChris Pratt has fun because he drinks Michelob Ultra
 GrouponE-CommerceBuying Groupons supports local businesses.
26Amazon alexaHomeLots of celebs answer people’s alexa requests.
27Coca-ColaFood/BevThere’s a Coke for me and a Coke for you.
 Universal Parks & ResortsTravelPayton Manning enjoys Universal’s offseason.
 TelemundoContentTelemundo has lots of soccer to watch.
28HyundaiAutoCancer survivors thank Hyundai buyers.
 Olympics (NBC)ContentWinter Olympics are still coming.
29Stella ArtoisFood/BevMatt Damon is still helping give people water through Stella Artois chalice glasses.
 JeepAutoJeeps can drive through water.
 TideHomeTide is just the best.
 This is Us (NBC)ContentAll of your This is Us questions will be answered after the game.

 

And, as if that weren’t enough, a categorical breakdown of the 92 ads:

My personal takeaway? Content – or should I say marketing one’s own content through one’s own network – is king, and NBC really hopes American viewers are ready to watch athletes compete on snow and ice.

 

 

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