Super Bowl commercials unsurprisingly dominate February’s Global Ads Chart. Over half of last month’s top 20 were launched during the so-called ‘greatest show on Earth’ or as part of the pre-match build-up. Not bad for an event that was hosted almost a month ago. In fact, with the share rates showing no signs of slowing down, it wouldn’t be surprising if Super Bowl ads figured prominently for the next few months – possibly longer.
You only need to look at Volkswagen’s ‘The Force’ to see how advertising around a big event can sustain a campaign and amplify brand awareness.
The much-loved Passat commercial, launched in the build-up to Super Bowl 2011, is the most shared ad of all time – and still going strong at number 20 in February’s chart.
Sure, Volkswagen and its agency partner, Deutsch, may not have enjoyed the same runaway success this year, with M&Ms’ ‘Sexy And I Know It’ attracting more shares than VW’s ‘The Bark Side’ and ‘The Dog Strikes Back’ combined, but the battle for the Super Bowl is in overtime.
Fuelled by the exponential rise of Twitter and Facebook, the Super Bowl is no longer a one night slug-fest for ads vying to be the talk around the water cooler the following morning. Brands are now in it for the long haul.
However, M&Ms’ ‘Sexy And I Know It’ will certainly take some catching.
The ad, created by BBDO, New York, and launched during the Super Bowl itself, attracted an incredible 418,425 shares during February, making it the second most shared ad last month behind Megaupload’s controversial and star-studded music video ‘Megasong’.
Its closest challengers come from Volkswagen. Alongside Honda’s brilliant ‘Matthew’s Day Off’, which saw 80s movie icon Ferris Bueller finally return to our screens after 26 years, VW’s ‘The Bark Side’ and ‘The Dog Strikes Back’ dominated the pre-match buzz.
However, only a few days after the New York Giants returned home with the winners’ trophy, all three were overtaken, leading some to question whether they had released their ads too early.
Other Super Bowl commercials to make it on to February’s top 20 include an H&M spot featuring David Beckham in his underwear, an Audi ad inspired by the teen vampire movie Twilight, a Chevrolet commercial that depicts the end of the world and Chrysler’s high controversial ‘Halftime in America’, which features Clint Eastwood.
Some ads did dazzle during February away from the bright lights of the Super Bowl.
Google also attracted a lot of love for its ‘Valentine’s Day Google Doodle’, a cute cartoon which features a boy’s desperate attempts to woo the girl of his dreams using the search engine, while Old Spice once again proved there really is life without Isaiah Mustafa with its explosive ad ‘Bounce’, created by Wieden+Kennedy and starring Terry Crews.
A stop-animation commercial for Mexican fast food chain Chipotle made by CAA Marketing and directed by Johnny Kelly which shows the benefits of organic farming also stormed back on to the chart last month.
Released way back in August, the ad was the 11th most shared ad during February, no doubt boosted by the success of its soundtrack, a cover of Coldplay’s huge hit ‘The Scientist’ by country and western legend, Willie Nelson.
But it is not just big brands that feature in February’s top 20. London ad agency Man+Hatchet somehow managed to make collapsing cooling towers cute in its brilliant spot for Ecotricity, which encourages UK citizens to dump their usual energy suppliers in favour of greener and cleaner alternatives.
The ad was launched on February 7 and attracted over 51,000 shares last month, making it the 12th most shared ad during February.
- Megaupload - Megasong – 444,100
- Mars/M&M - Sexy and I Know It – 418,425
- Volkswagen - The Dog Strikes Back – 191,718
- Volkswagen - The Bark Side – 109,642
- Google - Valentine's Day Google Doodle – 93,721
- Honda - Matthew's Day Off – 80,299
- H&M OFFICIAL David Beckham Bodywear for H&M – 79,368
- Old Spice Bounce – 76,008
- Audi Vampire Party – 56,092
- Coca-Cola Si Lemhaf – 55,122
- Chipotle - Back to the Start – 52,176
- Ecotricity - Collapsing Cooling Towers – 51,071
- Budweiser - Flash Fans – 50,120
- Chrysler - Halftime in America – 48,233
- Chevrolet - Chevy Silverado – 46,665
- Acura - Transactions – 38,533
- Kia - A Dream Car. For Real Life – 35,111
- Corning - A Day Made of Glass 2 – 34,998
- Vooray - Human Slingshot Slip and Slide – 34,656
- Volkswagen – The Force – 29,889