Super Bowl LIII ad scorecard: The touchdowns
At Brainsights, we love great creative. We love watching it, discussing it amongst ourselves at the office and offering up our own opinions on whether or not the latest and greatest is indeed the greatest. We’re not alone in this, especially not when it comes to the Super Bowl. Every year, people from around the globe weigh in on which ads they think were best. Pundits include mainstream business sources like Forbes, advertising media outlets like AdWeek and even YouTube channels like WatchMojo.
But with rising costs for Super Bowl advertising, declining NFL viewership more broadly and this year’s Super Bowl posting the worst ratings in a decade, it’s becoming increasingly important for advertisers to ensure they receive bang for their buck. And while speculating over content is fun, there’s something we love even more - measuring its impact at a subconscious, neurological level. That’s why we invited more than 100 people to take place in a study (full study details and methodology below) at our offices in Toronto, where they had their brains scanned as they watched all of the ads from Super Bowl LIII.
The results of this study allow us to look deep into what ads resonated with Canadian viewers, and which ones didn’t. Keeping with an annual Super Bowl tradition, we’ve broken out the ad performance into Touchdowns, Field Goals and Sacks. Here are the ads that made it in to the end zone over their competition.
Touchdowns: Ads That Broke Through
With sports legends ranging from recent stars like Tony Romo and Derek Jeter to NFL legend Bo Jackson, humour and absurdity are prevalent in this year’s most attention-grabbing Super Bowl ads.
5 Spots That Captured Attention
Touchdowns: Ads That Drove Consideration
With the exception of the official WeatherTech office dog (let’s face it, who doesn’t love man’s best friend), humour reigned supreme in driving resonance with viewers this year.
5 Spots that drove emotional connection with viewers
Touchdowns: Ads That Were Memorable
Spectacular trailers (Game of Thrones, Our Planet), technology + self-deprecating humour (T-Mobile, Pringles) and Canada’s own Michael Bublé made of some of Super Bowl LIII’s most memorable ads.