Despite the fact that the actual football game was the more entertaining part of the evening for once, some Super Bowl LII advertisers still managed to create the necessary buzz to justify spending $5 million for 30 seconds of air time.
According to USA Today and its annual Ad Meter platform, Amazon bested all the competition with its “Alexa Loses Her voice” commercial. CEO Jeff Bezos makes an appearance in the ad, as do celebs Cardi B, Gordon Ramsey, Rebel Wilson, and Sir Anthony Hopkins.
The competition, in its 30th year, required panelists to rate ads on a 1-10 scale. Every national ad that aired between the opening coin toss and the 2-minute warning in the fourth quarter was eligible. The ad with the highest average score was named the winner.
Here are the top five:
Amazon, “Alexa Loses Her Voice” — 7.1836
NFL, “Touchdown Celebrations to Come” — 7.1777
Budweiser, “Stand By You” — 6.8360
“Doritos Blaze vs Mountain Dew Ice” — 6.8167
Toyota, “Good Odds” — 6.7514
No mention among those winners of one of our favorites, the Tide ad starring “Stranger Things” actor David Harbour (Chief Hopper). We’re still trying to figure out, as Harbour asks, “Does this make every Super Bowl ad a Tide ad?” We hope so, if it means getting more Hop.
