HubSpot_RE_logo.png
Super Bowl

Super Bowl 2018 Rankings

By Colin Pye

As featured in Marketing Week, we partnered with Lucid to bring you the definitive ranking of the most emotionally engaging videos of the Super Bowl LII. We tested over 70 ads with 5,000 US viewers.

While many brands chose to make a more political statement last year, they lost out to those ads that entertained with humor and it looks like that lesson was learned because all of the leading ads set out to make viewers laugh. Celebrities who let their guard down was also a significant dimension to this year's crop of successful ads. 

 


  Brand Ad Score % Better
01 NFL Touchdown Celebrations to Come 10 99.3
02 M&M'S ft. Danny DeVito‚ 10 96.9
02 Jack in the Box Jack vs Martha 10 96.9
03 Groupon "Who Wouldn't" 10 96.8
04 Amazon Alexa Loses Her Voice 10 95.8
04 E–Trade This Is Getting Old 10 95.8
05 Tide It's Another Tide Ad (15 sec) 9 94.4
06 Toyota Tundra 9 94.2
07 Jeep Jeep - Jurassic 9 93.1
08 Tide It's a Tide Ad 9 92.5
08 Tourism Australia   Dundee ft. Chris Hemsworth and Danny McBride 9 92.5
08 Avocados from Mexico #GuacWorld 9 92.5
09 Doritos vs.Mountain Dew Ice ft. Peter Dinklage and Morgan Freeman 9 91.5
10 Bud Light The Bud Knight 9 90.6
11 Pringles Wow 9 90.2
12 Febreze The Only Man Whose Bleep Don't Stink 9 89.9
13 Sprint  Do the math and switch to Sprint 9 88.2
14 Tide It's Yet Another Tide Ad, Again 9 88.0
15 Tide It's Yet Another Tide Ad 8 84.9
16 Rocket Mortgage ft. Keegan-Michael Key and Big Sean  8 83.9
17 PETA  Redemption: James Cromwell... 8 82.9
18 Bud Light  Ye Olde Pep Talk 8 82.0
18 Yellow Tail  Big Game Surprise 8 82.0
19 T-Mobile #LittleOnes  8 81.8
20 Dodge Ram  Icelandic Vikings 8 80.1
21 Diet Coke Twisted Mango - Groove 8 78.4
21 Michelob Ultra The Perfect Fit ft. Chris Pratt 8 78.4
22 Toyota Mobility Anthem 8 77.9
23 Kraft Family Greatly 8 77.5
24 Kia Steven Tyler - Fueled By Youth 7 74.4
24 Universal Parks Peyton Manning: Vacation Quarterback 7 74.4
25 Toyota Good Odds 7 73.2
26 Hope Detector    Hyundai NFL 7 71.8
27 Wendy's Iceberg 7 70.7
28 Skittles Teasers Video 2 7 70.0
28 Skittles Teasers Video 3 7 70.0
29 Persil Super Bowl Commercial 2018 7 68.9
30 Winter Olympics  ft. Lindsey Vonn 7 66.9
31 Turkish Airlines 5 Senses with Dr. Oz 7 66.1
31 Squarespace Make It Happen - ft. Keanu Reeves 7 66.1
32 Mercedes Benz AMG E63 S 7 65.9
33 Pepsi  This is the Pepsi - Generations 6 62.0
34 Spam  Don't Knock It 6 59.3
34 TurboTax The Noise in the Attic 6 59.3
35 Budweiser Stand By You 6 59.0
36 Jeep Anti-Manifesto 6 58.8
37 NBC Lets Go Crazy 6 58.2
38 Marvel Studios Avengers Infinity War 6 57.4
39 Star Wars  Solo 6 56.6
39 Duracell Hoodie 6 56.6
39 TurboTax Super Bowl Commercial 2018 6 56.6
39 Skittles Teasers Video 4 6 56.6
40 Lexus  LS 500 F SPORT - Black Panther 6 55.4
41 Michelob Ultra I Like Beer 6 54.8
42 Heroes Arena Conquer Your Battles  6 53.6
43 Verizon Answering the Call 6 50.4
44 WeatherTech American Factory 5 47.2
45 H-E-B Cowboy Troy 5 46.1
46 This Is Us Promo Super Bowl 2018  5 45.7
47 Monster With Ricegum & Iggy Azalea 5 45.2
48 NBC Rise Trailer - Josh Radnor 5 43.8
49 Coca-Cola The Wonder of Us  5 41.0
50 Amazon Prime Tom Clancy's Jack Ryan Trailer  5 39.9
60 Movieclips Trailers Westworld Season 2  5 39.3
61 Jeep The Road  5 36.5
62 Intuit Giant Skip Ad 5 36.2
63 Hulu Castle Rock 5 36.0
64 Ram Trucks Dr. Martin Luther King, Jr.  4 33.7
65 Wix Coolest Collaboration Ft Rhett & Link 4 22.9
66 Skittles Teasers 2018 Video 1 3 17.2
67 Stella Artois & Water.org ft. Matt Damon  3 15.4


 

 2016 RANKINGS       2017 RANKINGS

 


View all of these Super Bowl videos within the dashboard!

VIEW DEMO 


by Colin Pye

Related Posts:

 February 5, 2018

Super Bowl 2018: The best and worst ads