Go Patriots!... Again.
Super Bowl LIII is officially over, leaving The New England Patriots with the sixth Super Bowl win (sorry, LA Rams!). Both sides’ defense was so strong that it resulted in the lowest-scoring Super Bowl of all time, with the 16 total points scored comfortably below the previous record of 21 (in 1973 Miami won with Washington 14-7).
But does it low result meant that this year’s Super Bowl was financially less successful than the previous ones? Heck no, Americans were expected to spend almost $15 billions during the event. 44 million people were expected to host parties for the game, 60 million planned to attend such party, and 13 million wanted to watch the game from bars and pubs.
And you know what? That’s a lot of people.
I guess we can’t be surprised that this year, a 30-second Super Bowl ad cost $5.25 million (comparing to $37,500 only during the 1st Super Bowl in 1967).
As you can see, every year, the stake goes higher.
But for us, regular Super Bowl watchers, it’s all about the game and - yes! - about best ads. Here’s the completely subjective list of the best Super Bowl commercials of 2019.
Kia - Give it everything
Car commercials are probably the most popular ads during every single Super Bowl so it’s not a surprise that years’ trophy belongs to Kia.
This emotional, beautifully made ad focuses on regular Americans who are the “great unknowns.” They said to be famous not because of who they are, but for what they do.
This claim is pretty clever when we realize that the people shown in the commercial are citizens of West Point, Georgia. And those people will be known from building Kia’s new car model - Telluride.
“This year, we’re honoring the great unknowns. People who work hard and make incredible things. People who Give It Everything,” Kia captioned the ad.
The company also released a mini-documentary about West Point called "Just A Small Georgia Town." The video tells the story of a failing textile town that was revitalized by the construction of a car factory. Sounds a little bit self-congratulatory, but hey, it’s marketing.
Alexa - Not Everything Makes the Cut
Forrest Whitaker, Ilana Glazer, Abbi Jacobson - sounds nice, right?
But let’s add Harrison frickin’ Ford to this list and we’re going from nice to awesome within a second!
This ad is nothing more than making fun of all kinds of unfortunate Alexa usage that might (or not) happen in real life. This hilarious self-depreciation is a quite nice change after Kia’s ad!
An interesting fact is that this ad is 90-second long, giving Amazon a $15 million bill for the commercial.
Was it worth it? Probably yes, since the company is working hard to keep its position as the top smart speaker. Amazon’s share of the market is expected to drop from 67% to 63% in 2019 as Google and Apple’s HomePod look to take a bite out of the competition.
Pringles - Sad Device Commercial
Speaking of Alexa - have you ever wondered if AI can feel the way humans do?
If not, this commercial should give you a response to this unasked question.
You might ask if this ad was worth the $5 million dollar bill. Well, according to food statistics, $1.3 billion was expected to be spent on beer and $58 million (yes!) was expected to be spent on avocados. So if the commercial was as successful as intended, next year’s game is going to be a good game for Pringles.
Audi Presents: Cashew
And yet another car commercial! You shouldn’t be surprised.
What can really surprise you is that it’s the first Super Bowl electric car commercial ever. What’s even more surprising is that the ad very original: no benefits, no estimated savings, no car features, just pure out-of-body experience.
An interesting fact is that Nissan spent nothing to advertise its Leaf electric car, Toyota spent nothing to advertise its Prius Prime hybrid, and Ford spent nothing to advertise its C-Max Energi hybrid. Considering that, $5 million for an ad makes a breakthrough in the electric car industry.
Pepsi “More than OK” vs Coke “A Coke is a Coke”
Cardi B, Lil Jon, and Steve Carrell take over a 1950s-themed dinner, making the case for Pepsi being, you know, more than a simple "OK" choice of drink. The ad is funny, loud, aggressive, and very Carrell-y.
Coke from the other hand represents quite soft, sweet (and quite boring if you ask me) ad.
What’s interesting here is that we can see very clearly that both companies continue their long-time strategies. Pepsi always wanted to be seen as a drink for teenagers and young adults, while Coke always claimed to be a family product.
On which side are you?
Devour - Frozen foods
Here comes my favorite Super Bowl 2019 commercial!
If you ask me why I love it so much, I’d have to blame “Monty Python’s Flying Circus” I used to watch as a child.
Devour commercial is also pushing the line. At first, it looks like one of the kinds of social ads that warn people to not take drugs or not to drink and drive. It's just this one warns against falling too deep into frozen food porn.
For some people, it might be a bit weird to advertise food in such a way, but hey, it’s Super Bowl. You have to be memorable.
And let’s be honest, while going through all this drama, you just can’t stop laughing.
An interesting fact is that Kraft-Heinz’ Devour had to create two versions of this ad; censored - to be aired during the final, and the uncensored one. The reason was simple: you can’t say “porn” in the Super Bowl commercial.
As part of the campaign, for which VaynerMedia is running social and digital activations, Devour created a food porn hotline: 1-83-FOODPORN. The hotline was live until the finals, and featured “seductive descriptions of mouthwatering frozen meals,” according to the company’s statement.
Just how cool was that!
Hot or not? Michelob ULTRA Pure Gold
OK, some people think that this commercial is amazing. The company is encouraging its customers to get in touch with nature again, by drinking its organic beer.
The actress uses ASMR techniques to evoke the clarity of her natural surroundings and emphasize the crisp sounds of a Michelob bottle being cracked open and poured out.
I do get it that this ad might be seductive to some of you, but unfortunately, not for me. It reminds me of the “pickle eating woman” and THAT JUST GIVES ME CREEPS.
You’re watching it at your own risk!
Looking forward Super Bowl LIV
This year’s event has ended, the emotions are slowly fading, our bodies deal with thousands of calories we consumed during the evening, but the commercials are going to stay.
Which of them you think will be mentioned in the upcoming years as the best Super Bowl ads of 2019? Or maybe you think that some of them will become one of the best Super Bowl commercials ever?
Below, you’ll find the comments section. Let’s discuss!
P.S. I don't know whether you've seen these ruthless Super Bowl memes, but if you didn't, you should!
Cover image credentials: Marca