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Our Top Picks of the 2018 Super Bowl Ads

by Bluestep Solutions

on 5th February 2018

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Here in the UK, our weekend was dominated by the Six Nations. But across the pond, it was all about the Super Bowl. Not only is it a big night for the NFL, but it's pretty huge in the advertising world.

As a marketing agency, we love seeing how the big dogs (and sometimes underdogs) make the most of over 100 million eyes watching the game. With a 30 second slot going for an eye-watering 5 million dollars, it’s big business! If you didn’t catch the game, don’t worry. We’ve rounded up the ones we think you should see.


2017 was a huge year for home assistant technology, and 2018 is set to be no different. Amazon chose their device, better known as Alexa, as the focus of their ad. Perhaps with Apple’s own home assistant launch looming, Amazon are hoping to remain at the forefront. With a star-studded cast, the advert follows the story of how Alexa has lost her voice, and how a few familiar faces step in to take her place.

From Gordon Ramsay with his colourful language choices, to Rebel Wilson and her no-frills humour, the advert is a great example of emotional pull in advertising. There is not one mention of the products features, but it doesn’t matter as it (probably) made you laugh and it’s likely you’ll remember it tomorrow.


Doritos & Mountain Dew

This collaborative ad between the delicious corn chip and America’s popular soft drink certainly stole the show. Like Amazon, this advertisement is all about the comedic value and a star-studded cast. Beginning with Game of Thrones’ Peter Dinklage, rapping a famous verse by Busta Rhymes from a 2011 hit ‘Look At Me Now’, to promote the new ‘Blaze’ flavour by Doritos. Who better to respond than Morgan Freeman, giving all the sass as he mimes along to Missy Elliot as he sips his Mountain Dew ‘Ice’.

This ad is a great example of using nostalgia. By featuring popular songs from the past, there is no doubt that people were singing along at home. Music is always a favourite for encouraging viewers to retain ads. People will certainly think of Morgan Freeman (and Mountain Dew) next time Missy Elliot comes on the radio!



Not one to miss out on the action, the National Football League featured their own ad this year. In a climate where you can’t seem to escape politics and controversy (something the NFL has been at the forefront of in 2017) what better time to sprinkle some light-hearted humour on the subject with this minute-long ad.

Featuring two of the leagues big stars, the ad refers to the whacky celebrations that players had been performing when they score a touchdown throughout the season. Here, we see Eli Manning and Odell Beckham, Jr recreating that famous dirty dancing scene, including the perfect lift! At Bluestep, we know how to have a laugh, so we really appreciated the killer moves and that the stars don’t always take themselves too seriously.



Febreze’s ad follows the story of Dave, who’s bleep doesn’t stink. Along the way, we are introduced to various people who explain Dave’s unique phenomenon. Only in the ending scene do we see the product appear. It ties in nicely with the Super Bowl and that many Americans will be hosting their own gatherings to watch the event, and asking ‘is your bathroom ready?’

The campaign’s hashtag #bleepdontstink has had a great response on twitter, even with other brands jumping on the back of it. It is a great reminder that, if it isn’t too forced, a hashtag is a great addition to an ad and keeps the slogan alive.


What can we take away from these adverts? Ok, so while not everyone can afford movie stars to promote their brand, two main takeaways are: don’t push a hard sell and above all,  make people smile.

What did you think of the adverts? What was your favourite?

At Bluestep, we appreciate the power of video & animation. If you want to talk to us about your next campaign, we’d love you to get in touch (Although we might not be able to get Morgan Freeman on board, sorry).


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