There’s no denying the power of Super Bowl advertising, and with over 111 million people tuning in to this year’s game, and 30 second spots costing between $5 and 5.5 million, every moment counts for the big brands investing in this momentous occasion.
With music having the ability to make or break an ad, we take a look at some of our favourite syncs from this year’s Super Bowl ad campaigns. In no particular order:
10) Bai – “BaiBaiBai”
https://www.youtube.com/watch?v=78x67KZgC_0
Ad agency: In-house
Song: NSYNC – “Bye Bye Bye”
Publisher(s): Kobalt
As a major shareholder in the company and holder of the title Chief “Flavors” Officer, it’s no wonder that Justin Timberlake got involved in this brilliantly funny spot for Bai Beverages. Ever wondered how the lyrics of NSYNC’s “Bye Bye Bye” would sound coming out of Academy award-winner Christopher Walken’s mouth? Well now you know.
9) Lexus – “Man & Machine”
https://www.youtube.com/watch?v=h_iktzXK4K0
Ad agency: Team One
Song: Sia – “Move Your Body”
Publisher(s): Sony/ATV
For this year’s Big Game offering, Lexus enlisted the help of actress Minnie Driver, the brand’s new spokeswoman, who narrates this stunning spot featuring moves from dancer Charles Lil’ Buck Riley. The commercial promotes the very cool, very slick Lexus LC 500 and is soundtracked perfectly by Australian singer-songwriter Sia.
8) Mr. Clean – “Cleaner of Your Dreams”
https://www.youtube.com/watch?v=GDzMxlw2Fgo
Ad agency: Leo Burnett Toronto
Song: Original Music by Unknown Artist (Music agency – Eggplant Collective)
Who thought cleaning could be sexy? In this bizarre yet entertaining spot, the Procter & Gamble brand’s CGI mascot gets down and dirty, showing off his Magic Mike-esque moves as he cleans to a suitably seductive track. It might not be making a political statement, but it has certainly proved a hit with viewers.
7) Amazon Alexa – “My Girl”
https://www.youtube.com/watch?v=OTf5ANFbcZY
Ad agency: Unknown
Song: The Temptations – “My Girl”
Publisher(s): Sony/ATV
In this short-but-sweet ad (one of three Super Bowl spots from retail giant Amazon), a father gazes proudly at his daughter as she critiques a game of football, prompting him to ask Alexa to play the track “My Girl”.
6) Kia Niro – “Hero’s Journey”
https://www.youtube.com/watch?v=1dQ9a5EFZeI
Ad agency: David & Goliath
Song: Bonnie Tyler – “Holding Out For A Hero”
Publisher(s): Reservoir Media, Sony/ATV
In this hilarious spot, Melissa McCarthy sets out to save the planet but finds out the hard way that it’s not always easy to be an eco-warrior. Bonnie Tyler’s “Holding Out For A Hero” is the perfect soundtrack to this entertaining offering from Kia.
5) 84 Lumber – “The Entire Journey”
Ad agency: Bruner
Song: Victor Magro – Original Music (Music agency – Future Perfect)
One of this year’s most provocative spots came from construction supplies company 84 Lumber, a 61-year-old firm little known outside its industry, with a strong message about immigration. The ad tells the story of a Hispanic mother and daughter making the treacherous journey north to the United States. The story was initially deemed “too controversial” by the network, forcing the company to edit it and cut it down. You can now watch the full version above, featuring moving original music composed by Victor Magro.
4) Audi – “Daughter”
https://www.youtube.com/watch?v=G6u10YPk_34
Ad agency: Venables Bell & Partners
Song: John Christopher Barnes – Original Music (Music agency – Human)
German carmaker Audi return with their 9th Super Bowl commercial this year, delivering a powerful message in this beautifully made and poignant commercial. We hear a father worrying about what the future holds for his daughter, as Audi pledges its commitment to equal pay for equal work using the hashtag #DriveProgress. Music from composer John Christopher Barnes provides a moving accompaniment to the spot.
3) T-Mobile – “Punished”
Ad agency: Publicis
Song: NAO – “Bad Blood”
Publisher(s): Kobalt
In this “Punished” spot, T-Mobile delivers a wonderful 50 Shades parody where comedic actor Kristen Schaal is told she’ll be punished every time she goes over her data limit. NAO’s “Bad Blood” is the perfect sultry accompaniment to the comedy.
2) Mercedes – “Easy Driver”
https://www.youtube.com/watch?v=BvHFM8c7cPM
Ad agency: Merkley and Partners, Antoni of Berlin
Song: Steppenwolf – “Born To Be Wild”
Publisher(s): Universal Music
Directed by the Coen brothers, this spot was intended to “pay homage to a series of legends.” The Easy Rider-themed commercial features Peter Fonda, who of course starred in the 1969 film, and is accompanied by Steppenwolf’s iconic “Born to Be Wild” from its soundtrack. This is the Coen brothers’ first Super Bowl ad since 2002, when they directed a spot for H&R Block.
1) Coca-Cola – “It’s Beautiful”
https://www.youtube.com/watch?v=j5b_xeSv99s
Ad agency: Wieden + Kennedy
Song: Samuel A. Ward & Katherine Bates & David Brinker – “America The Beautiful”
Given the current political climate it’s perhaps more important than ever to remind ourselves, as this spot points out, that “Together Is Beautiful”. “It’s Beautiful” sees a cast of diverse people singing “America The Beautiful,” first in English, but also languages like Hindi, Arabic, and Tagalog. The ad is designed to portray the multi-cultural make-up of the US population.
