It’s Super Bowl week and if you don’t think that’s a big thing because you’re an Aussie, remember that you’re a creative too. It may be a football game first, but the Super Bowl is the foremost place in which adland-USA plays to win while the rest of adland watches (and bets on the results).
To that end, Unruly has calculated the top ten Super Bowl brands of all time.
VW wins.
Its 2011 commercial, The Force (also the most shared Super Bowl ad of all time, plus it has achieved 58,957,407 views) helped it to achieve the winning 7.07 million shares.
These top 10 most shared ads from Super Bowl 2013 generated a total of 10.2 million shares across Facebook, Twitter and the blogosphere – an 89% increase from 2012 (5.4 million), and a huge hike from the 355,325 shares the top 10 commercials managed in 2010.
So far this year, it’s all about world peace – Axe’s Make Peace Not War.
Volkswagen, Doritos and Budweiser made it back into this year’s top 20. Nine brands appear in the top 20. Doritos has eight different ads in the list.
There are just nine brands in the top twenty and four of them are for food and soft drinks.
So Axe (Lynx) stands out. It’s the only FCMG participant. Because Axe is the second most shared brand, its ad accounts for 27% of the total shares of 2014 Super Bowl ads. And because Axe has only one ad in the list, it also has the highest average for shares per video.
That makes it the single most shared individual Super Bowl commercial so far in 2014, with more than 100,000 shares.
While Pepsi is the most shared brand of the 2014 Super Bowl so far, that gets divided between its three videos, so Pepsi’s shares per video average is less than half that of Axe’s Make Peace Not War.
Doritos’ eight videos, on the other hand, have an average of just under 12,500 shares per video.
The most interesting Super Bowl ad belongs to H&M. The announcement that its second commercial is going to be shoppable came a month ago, but wait there’s more.
From Monday, fans will get to choose the first ad’s ending, that is whether Beckham will end up clothed (well, half-clothed) or not clothed in the ad that runs. A teaser and behind-the-scenes film show Mr Hot Bod, showing off his athleticism in his undies in an attempt to make it to a photo shoot. Fans have the option to vote #covered or #uncovered. Guy Ritchie didn’t get this gig. Danish director, Nicholas Winding Refn, did.
[Please pay close attention to one of the props in #Covered.]
Fans can also watch, and re-watch, 10 second excerpts from “Covered” and “Uncovered” before they vote. Or they can go in gaggles to preview the ads and cast their votes at various H&M stores including on customised iPads at the new flagship store in Times Square. Voting began on January 27th and closes on February 1st at midnight. Beckham will appear at the Times Square store on February 1st. The winning spot will run in the second quarter of the Super Bowl on February 2nd, by which time nearly every woman in the world will possible have watched the ad a trillion times.
