The Winners and Losers from Super Bowl 2018
Colin Pye
We only have weeks to go until the 53rd Super Bowl kicks off in Atlanta, Georgia.
There’s no doubt that this year’s Super Bowl Sunday promises to be a bruising affair. However, the fiercest competitors won’t be wearing helmets and pads.
With brands splashing out over $5million for a 30-second spot, the action will be just as intense and fierce off the field as on it.
Which brand will be the talk of this year’s Super Bowl? Well, we are going to have to wait and see. At Realeyes, we are going to be testing all of the spots from this year’s Big Game using our face-reading AI technology to see which ad was the most engaging.
This year’s spots will be scored on how much attention they attract, the depth of emotional engagement they attract and how positive viewers were about the creative to assess which brand will walk away with the 2019 Super Bowl crown. It certainly promises to be closely-fought contest, with many big brands already putting their hats into the ring.
But before we look ahead to this year, we thought we would take a look back at last year’s brand battle to see what it takes to become a Super Bowl champion.
Last year saw many brands stay away from the political messaging that had characterised the 2017 Super Bowl, as they instead opted to go for the more traditional Super Bowl fare of funny ads. The result was some truly memorable spots from brands such as Tide and Amazon. But which ads topped our chart?
Well, to establish the winners and losers from last year we tested over 70 ads on 5,000 US viewers.
Ads were rated across four metrics – attraction, retention, engagement and impact – to give an overall 1 out of 10 EmotionAll® score with a percentage rating of all the videos tested within the Realeyes database.
The results are below. Is your favourite there?
| 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 |
 |
 |
This is Call-to-Action
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.
