This photo provided by PepsiCo shows Peter Dinklage in a scene from the company Doritos Blaze Super Bowl spot. For the 2018 Super Bowl, marketers spend more than $5 million per 30-second spot for capturing the attention of more than 110 million viewers. (PepsiCo via AP)
In between the great game of the viewers found in an array of Super Bowl LII ads that featured everything from an endless line of babies to medieval beer drinkers. But leave it to a not-so-obvious detergent ad and a over the top lip syncing battle to come out on top.
One of the most popular ads of the night was for Water.
“Strange Things,” David Harbour had the world fooled when it came to his subtle and commercials. When the first ad aired, with a clip of Harbor drive in a nice car, it was easy to assume that the Port was posing in a luxury car commercial. But the “Strange Things” star quickly made the jump to a scenario of further confusing viewers about what the ad. Finally, Port pointed out what all of these commercial-like scenes had in common: clean clothes. He stated when all of the commercials that depicted the clean clothes in the night were unintentional Tide ads.
The Tide ad proven to be successful on social media with 163,8000 entries on social media, according to social media analytics company Talkwaker.
The best thing about #TideAd is now I really have no idea if an ad that I see if anyone else in the ad or about to turn into a Tide ad. They have managed to effectively all of the #SuperBowl ads.
— Danny Sullivan (@dannysullivan) February 5, 2018
ELEVEN fake ads. Well played @tide #TideAd #StrangerThings pic.twitter.com/UURsHHGPEj
— Rotten Tomatoes (@RottenTomatoes) On 5 February 2018
Me trying to figure out whether or not a commercial is a tide commercial, or just a regular commercial #SuperBowl #TideAd pic.twitter.com/6QFBFReX8q
— Life’s Logic (@LivingLikeLogic) 5 February 2018
Eagles vs. Patriots? More #TideAd usa #TideAd #SBLII @tide pic.twitter.com/GcTZ4VS6PB
— NFL (@NFL) February 5, 2018
Another favorite moment of the evening was the back-to-back lip syncing ads for Doritos and Mountain Dew, with Peter Dinklage and Morgan Freeman. The two ads were for Doritos, Blaze and the Mountain Dew Ice cream, which are both owned by Pepsi Co.
Peter Dinklage, dressed in a Hugh Heffner-esque robe accompanied with a bag of Doritos, Blaze, set the room on fire – literally – with a spot-on lip sync Busta Rhymes’ rap verse from Chris Brown’s “Look at Me Now”. Following Dinklage fiery display, Morgan Freeman cooled things down and channeled my inner Missy Elliot, lip-syncing to “Get Ur Freak On’.
The commercials earned 115.1 K entries on social media-Talkwalker reported.
The see of Peter Dinklage & Morgan Freeman freestyle? That was legendary! #Doritos #MountainDew ?: https://t.co/zVaHnDJAKH pic.twitter.com/XjZO6cMTyk
— Shrimp (@prawntast1c) 5 February 2018
Loved, loved, loved #PeterDinklage and #MorganFreeman ads #DoritosBlaze#MountainDewIce
— Rebel (@2Rebels) 5 February 2018
Best commercial was the #DoritosBlaze ?? I had tears #superbowlcommercials #MorganFreeman #PeterDinklage
— Eric Switzer (@EricSwitzer64) 5 February 2018
#MorganFreeman & #PeterDinkage national treasures.@MountainDew @Doritos #MountainDewIce #DoritosFire
— The Only True Stun (@OneTrueCripple) 5 February 2018
But not every Super Bowl commercial was a win.
An ad that caused more controversy than celebration was Dodge Ram’s “built to serve” ad.
The ad, which was based on the words of Martin Luther King, Jr., featured a number of clips of people working together – helping one another. While the ad was supposed to honor MLK and the spirit of people coming together, it was criticized for the use of MLK’s iconic words, and finally the sale of cars.
The commercial collected about 11.5 K mostly negative mentions.
Here is the CEO of @Dodge and the creative agency of record who found it a good idea to use MLK’s speech to sell cars in the #Superbowl, there is something of Notice? #BuiltToServe zelf…pic.twitter.com/ssfayU9rbA
— Ryan Newhouse (@RyanWritesWords) 5 February 2018
What agency is responsible for the terrible creative @dodge ram? #builttoserve with #mlkjr on the background??! So #tonedeaf. #hireblackcreatives #dodgeram #SuperBowl2018 #SuperBowl pic.twitter.com/Z3Vde7P2FZ
— Ai (@ailovethat) 5 February 2018
Pepsi’s long time rival, Coca-Cola, also came up short in the creative department.
Their ad for Diet Coke featured a long, lean girl awkwardly dancing to a rap song while drinking a diet Coke. The ad left viewers confused. The commercial, which was meant to come off as quirky, it received negative feedback on social media.
In case you needed another reason not to drink #DietCoke. Blech. #SuperBowlAds pic.twitter.com/2VzC7drCMK
— Ciona Rouse (@cionar) 5 February 2018
You can find Morgan M. Evans on Twitter @themizfactor.