Best Super Bowl 2017 Commercials – Event by the Numbers

6 min read
Feb 6, 2017
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best super bowl commercials

The 51st championship game of the National Football League is a thing of the past now. Patriots finally won with Falcons (even though we all thought Falcons would win for the first time in their history!), Lady Gaga opened the halftime show, and we’ve seen this year’s best commercials.

Want to learn something more about the whole event?

Well, Super Bowl Live! event lasted for 10 days in Houston. The event was covered by 5,000 journalists and supported by 10,000 volunteers. On top of that, this year’s event attracted whopping one million people to Houston!

If you need any more proofs that this event has become one of the greatest sports festivities, there it is: the price of Super Bowl commercials.

Cost of 30 second super bowl ad

Back then, in 1967, a cost of a 30-seconds Super Bowl commercial stood around $42,000. Almost 30 years later, in 1995, 30-seconds commercial cost rose up to one million dollars (over 33,000 per second).

And although one could think that this craziness cannot go much further, in 2016, during Super Bowl 50, a 30-second commercial costed $5,000,000. Over $166,000 per second!

Do you know what was the cost of a similar spot during the 2016 Oscars? It was “only” $2,000,000.

This year, Fox is charging marketers anywhere between $5 million and $5.5 million for a 30-second ad. But if you think that it’s the real price of a Super Bowl ad, you’re wrong. The biggest companies spend about $1,000,000 on marketing the ad!

You might wonder why these commercials are so expensive.

According to Prosper Insights and Analytics, 17.7% of adults say that commercials are the most important part of the event!

What’s more, 78.6% Americans say they view the commercials during the Super Bowl as entertainment, 17.5% say they make them aware of advertisers’ brands, and 10.3 percent said they convince them to buy products from the advertisers.

It means that TV broadcasts are golden opportunities for marketers to reach over 114 million people as this is the number of people that watched Super Bowl last year.

No wonder that Super Bowl commercials are just that good!

Super Bowl 2017 best commercials

For those of you who didn’t watch the game, or who would like to check out the best commercials of 2017 again, here they are! Let’s see if these millions of dollars were spent well!

Snickers - Adam Driver Ruined

Snickers make the best Super Bowl commercials, in my opinion. They are funny, crazy, it’s fresh. Do you remember last year’s commercial with Willem Dafoe and Marilyn Monroe? It was the part of their campaign “You are not you when you’re hungry.”

This year, Snickers promised to broadcast a live commercial with Adam Driver and published several videos from casting, including “dead cowboy” and “horse” auditions.

But nothing could prepare us for this!

Well played, Snickers, you’ve just ruined a young, talented actor!

Avocados from Mexico - #AvoSecrets decoded

Avocados from Mexico are back for the third year in a row. Their commercials make their best to make avocado the most desirable thing in the universe, and this time, they focus on avocado’s great secret. The good fats!

Again, Avocados from Mexico have used a new tag, #avosecrets, to monitor the popularity of their campaign. Smart move!

Wix - first time on Super Bowl

One of the Super Bowl recipes for success is hiring stars to make the message more credible. Wix, in their first Super Bowl commercial, decided to hire Gal Gadot (Wonder Woman, yikes!) and Jason Statham.

Since both actors are hot names in Hollywood, I’m sure this campaign will bring them some recognition.

Squarespace - “Who Is John”

Squarespace has also decided to hire a star. In their Super Bowl commercial John Malkovich sees red once he discovers that the domain is already taken.

This funny Super Bowl commercial is only a part of the whole “Malkovich campaign.” Squarespace has created a custom online store (where you can actually buy clothing designed by John).

Here’s how creators of this website have described where the idea came from:

Acclaimed actor John Malkovich has a new stage: fashion design. Since childhood, John has had an interest in clothes and fashion photography. He even studied costuming at university and, to this day, does costume design for theater.

As you see, it was not only about Super Bowl commercial, but also a well thought out collaboration and eCommerce campaign at the same time.

Mercedes - Easy Driver and the Cohen’s brothers

How would aging bikers behave at a bar? Probably in the same way as in “Easy Driver,” a modern version of “Easy Rider.” Bikers may be old, they may be clumsy, but they are still willing to fight once they hear that their motorcycles are being blocked by a car. But it’s not just a car, it’s Mercedes-AMG GT Roadster, and the man who’s blocking them is the Peter Fonda.

“Easy Driver” pays homage to a series of legends: true to the original of the cult film from 1969, no-one else except its main actor and Mercedes-Benz fan Peter Fonda and the song “Born to be wild” by the band Steppenwolf were eligible. Directed by Oscar-winning duo Joel and Ethan Coen, the film unites the legendary actor with the new Mercedes-AMG GT C Roadster.

Audi - equal pay

This year’s Audi’s commercial is not about a certain model of a car, it’s also about the cause. The commercial features a little girl competing in a soapbox car race as the girl's father narrates his struggle to discuss gender equality with her.

The company’s statement is clear:

Audi of America is committed to equal pay for equal work. Progress is for everyone.


Ford - Go further

It’s time for another Super Bowl car commercial, this time it’s Ford “Go Further.” The commercial presents a series of unfortunate events where people (and one cat) are stuck in one place in their lives and are not able to move forward.

No one likes being stuck. That's why Ford is developing new ways to help you through life.

OldSpice - The Legendary Man

Do you remember OldSpice Legendary Man? Everything he does is legendary. He plays tennis on a back of a whale or beats the speed record in a rocket car.

This time, Legendary Men sets out on a quest for enlightenment in the jungle. Will he be able to communicate with gorillas while staying dry due to his Old Spice deodorant?

Check it yourself!

Did you like the above commercials? Maybe you have your favorite ones?

Do you also think Adam Driver is ruined?

Share your opinion in comments!