Super Bowl 2018 Rankings
Colin Pye
February 6
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3 minute read
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 |
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