Super Bowl Ad Center/2017
2017 Super Bowl Advertisers
The go-to place for everything you need to know about the Super Bowl 2017 advertisers. Super Bowl veterans like Budweiser, Netflix, Skittles, Snickers, and GoDaddy came back again this year and were joined by newcomers such as Wendy's, Mr. Clean, Nintendo, and more as Super Bowl LI advertisers. Find everything you need to know about the Super Bowl 2017 advertisers - including the ad buys, the agencies behind them, and the ads they aired during Super Bowl 2017. Get even more with peeks into our exclusive attention analytics revealing how the ads performed during this Super Bowl and the Super Bowls of years past. Watch the commercials in our ad center and find out how they shaped the digital conversation during the game and after.
Wargaming.net
World of Tanks (Wargaming) appeared in its first-ever Super Bowl with two 15-second spots. The spots, 'Real Awful Moms' and 'Teensy House Buyers' appeared together during the first quarter of the Big Game. The ads came from agency Mekanism and were spoofs of reality shows such as Bravo's long-running 'Real Housewives' series and HGTV's 'Tiny House Hunters' show.
Columbia Pictures
Columbia Pictures aired one 30-second ad in Super Bowl 51 promoting its film, "Life," a sci-fi thriller starring Jake Gyllenhaal, Rebecca Ferguson and Ryan Reynolds. The film explores the story of a six-member crew aboard the International Space Station as they search for life on Mars, and hits theaters in March 2017.
McDonald's
McDonald's aired one 30-second ad, 'Iconic' in the Super Bowl 51 pre-game.
Aflac
Insurance company, Aflac, aired one 30-second commercial during the Super Bowl 2017 pre-game. The commercial, 'Surgery,' featured the brand's iconic mascot, Aflac Duck.
Pizza Hut
Pizza Hut aired a 30-second commercial during Super Bowl LI. The ad was titled 'Oh My' and featured George Takei.
Marvel
Marvel aired one 30-second trailer for their upcoming movie, "Guardians of the Galaxy Vol. 2."
Advil
Advil's 15-second commercial, 'What Bad Back?' aired during the Super Bowl LI pre-game. Last year, the pain relief medication brand aired one 30-second spot, which highlighted the incredible things people can do with Advil. The ad landed 68th place on game-day by earned digital engagement.
Bethesda Softworks
American video game publisher, Bethesda Softworks, advertised during the Super Bowl LI pre-game with one 30 second commercial. The ad, 'Fire and Ice' promoted the promoted the June launch of The Elder Scrolls III: Morrowind. The brand is publisher of popular video games such as Fallout, Skyrim, DOOM, Dishonored, Wolfenstein, and more.
American Petroleum Institute
American Petroleum Institute aired one 30-second commercial during the first quarter of Super Bowl 51. The ad took the 79th standing as the most engaging commercial of Game Day.
Airbnb
AirBNB aired one 30-second commercial during the 1st quarter of Super Bowl 51. The spot, 'We Accept,' took the number seventh place for the most engaging commercial of game day and took 3.83% of all online Super Bowl conversations during the game. The ad was reportedly created in three days by the company’s three founders - Brian Chesky, Joe Gebbia and Nathan Blecharczyk - and Jonathan Mildenhall, Airbnb’s head of marketing.
Twentieth Century Studios
Twentieth Century Fox aired two movie trailers for their upcoming films 'A Cure for Wellness' and 'Logan' during the 2017 Super Bowl.
Alfa Romeo
Luxury Italian car manufacturer, Alfa Romeo, aired three ads throughout the 2017 Super Bowl. The ads, 'Riding Dragons,' 'Dear Predictable,' and 'Mozzafiato' aired during the 2nd, 3rd, and 4th quarter of the Big Game. 'Riding Dragons' was ranked as the 59th most engaging ad of game day. 'Dear Predictable' and 'Mozzafiato' took the 78th and 87th most engaging commercials of game day.
Amazon Echo
Amazon Echo aired three 10-second commercials during the Big Game. The ads, 'Alexa Moments: Buster,' 'Alexa Moments: Finger Lick' and 'Alexa Moments: My Girl' all aired during the 4th quarter. Of the Amazon Echo ads, 'Buster,' featuring a rambunctious Boston Terrier, took the highest rank in most engaging ads, landing the #33 spot of all game day ads. 'Finger Lick' and 'My Girl' took the 61st and 84th spot as most engaging game day commercials. Last year, Amazon made its first ever Super Bowl appearance this year with an ad starring actor Alec Baldwin and football legend Dan Marino at a celeb-filled game-day party featuring everyone from Missy Elliot to Jason Schwartzman. The ad earned 24th place in our digital performance rankings on game-day.
Turkish Airlines
Turkish Airlines aired a 30-second commercial during Super Bowl 2017. The ad, 'Wonder,' featured Morgan Freeman.
FX Network
FX Network ran several show promos throughout the Super Bowl. The network advertised their show 'Legion' four times and 'Feud' twice throughout the Big Game.
AMC
AMC advertised during the 2017 Super Bowl with a 15-second tv promo. In the promo, the network announced the end of the football season and the return of the horror drama tv series, The Walking Dead. The promo landed the number 56 spot of the most engaging commercials of Super Bowl.
Michelin
Michelin will be making its first in-game Super Bowl appearance with one 30-second ad titled 'I Need You.' In the ad, a father who returns home to learn his wife is pregnant, a woman makes her way to comfort her friend after a breakup, a mother leaves work to see her homesick son during his first sleepover -- all made possible with Michelin tires. 'I Need You' will air during the first commercial break after kickoff and features 'Stay Alive' by José González.
Hulu
Hulu will be airing one 30-second ad for its upcoming original series "The Handmaid's Tale" in Super Bowl 2017. The series is based on the 1985 novel by Margaret Atwood about a dystopian world where women have lost all rights. The ad will air in the second quarter of the game.
Universal Pictures
Universal Pictures returned as a Super Bowl advertiser with its 'The Fate of the Furious' movie trailer. The film is the eighth installment of the Fast and the Furious franchise. During last year's Super Bowl, Universal Pictures advertised the fifth installment of the Jason Bourne movie series with the 'Jason Bourne Super Bowl 2016' ad, which had 3.07% digital SOV and took the #12 spot in iSpot's game rankings.
Walt Disney Pictures
Walt Disney Pictures returned to the Super Bowl to advertise the fifth installment in the Pirates of the Caribbean film series, 'Pirates of the Caribbean: Dead Men Tell No Tales.' The 45-second spot aired during the second quarter of the Big Game and featured the song 'Ain't No Grave' by Johnny Cash. The commercial took the title of the 10th most engaging ad of Super Bowl LI, with 2.6% Digital Share of Voice and over 11 million social impressions. In last year's Super Bowl, Walt Disney Pictures aired 'The Jungle Book,' which took the 37 spot of game day airings, with 0.59% digital share of voice.
National Geographic
National Geographic airied one 45-second ad in Super Bowl LI right after the halftime show. The commercial, 'Bad Romance,' advertises the network's new series about Albert Einstein, "Genius," and comes from McCann New York.
Netflix
Netflix's ‘Stranger Things’ was the most engaging ad of Super Bowl 51, earning 12.64% of the Digital Share of Voice across all Super Bowl ads. While earning less views than other ads, the spot’s airing was enough to spark over 596.7 million Social Impressions and 439.8 thousand Social Actions, over twice as much as any other Super Bowl commercial.
NFL
The NFL is bringing back the babies in its Super Bowl 2017 spot, 'Super Bowl Baby Legends.' The 30-second commercial comes from Grey, New York and shows toddler versions of some famous football stars like Michael Irvin, Vince Lombardi, Marshawn Lynch and more. Last year's spot 'Super Bowl Babies Choir' took 17th place in our game day engagement rankings.
Coca-Cola
Coca-Cola aired two commercials in Super Bowl LI, but in an unprecedented move, the cola company ran two older ads that had already aired on television. 'Together is Beautiful' and 'Love Story,' which took the number 9 and 21 ranking as the most engaging commercial of game day. Last year, Coca-Cola aired one 60-second spot featuring Marvel characters Hulk and Ant-Man. The ad, 'Hulk vs. Ant-Man' came in 15th place for digital share of voice on game day.
Sprite
Sprite participated in the Big Game with a previously aired 30-second commercial.
H&R Block
H&R Block is returning to the Big Game with one 60-second spot in Super Bowl 2017. The commercial will be coming from agency Fallon and will star the brand's spokesman, Jon Hamm.
Machine Zone
Machine Zone will be returning to the Super Bowl for the second year in a row advertising its "Mobile Strike" video game, and the third year in a row as a Super Bowl advertiser. The ad is said to come from agency 215McCann. Last year, the brand aired one 30-second ad for the game starring Arnold Schwarzenegger titled, 'Fight.' The ad took 24th place in our digital engagement game day rankings. The year prior, its ad for 'Game of War: Fire Age,' featuring Kate Upton, took 42nd place on game day with 0.52% digital share of voice.
Nintendo
Video game company, Nintendo, aired its first ever Super Bowl commercial during the fourth quarter of the Big Game. The 30-second spot, 'Believer,' featured the brand's new gaming console, 'The Switch' and the game 'Legend of Zelda: Breath of the Wild,' both of which are launching on March 3rd. The ad featured 'Believer,' from the Imagine Dragons. The video game company released a 1 minute, 40-second extended version of the spot with the same title. 'Believer' ranked as one of the most engaging spots before and during the Big Game.
Google Home
Google's coming to Super Bowl LI with one ad for its voice command virtual assistant device, Home. This will mark the first time it has advertised Home in the Big Game. Details about the creative of the commercial or the agency behind it have not yet been released.
King's Hawaiian
King's Hawaiian is making its first Big Game debut with a 30-second commercial during the first ad spot of the fourth quarter of Super Bowl 2017. The spot, 'False Cabinet,' features a father, who hides the King's Hawaiian rolls and a child who uncovers his father's crafty King's Hawaiian roll hiding spot. Also featured is the brand's new line of BBQ sauces. The ad is coming from the Levit Agency and was directed by Mike Bigelow.
KFC
KFC is debuting its first official in-game Super Bowl commercial during the fourth quarter of the Big Game with a 15-second spot. The ad, titled 'Colonel vs. Colonel' features Billy Zane as the Colonel who loves gold so much, he’ll put it on his legs, thighs, and tenders. Rob Riggle is also featured, trying to tackle the golden Colonel and his tray of Georgia Gold Honey Mustard BBQ chicken, to no success. The fried chicken restaurant has featured it’s “Finger-licking gold” chicken in several teasers, including ‘Real Colonel,’ ‘Rock-Paper-Scissors,’ and ‘Arm Westling.’ The ad is a continuation of the Wieden & Kennedy campaign started in 2015, featuring celebrities as Colonel Sanders. ‘Colonel vs. Colonel’ marks the first time two of the celebrity colonels are shown together in the first commercial. Last year, KFC ran ‘So Long, Farewell,’ a 30-second spot during the Super Bowl pre-game, which took the 51st spot, in iSpot’s pre-game rankings. The spot earned 0.14% of digital share of voice.
Wendy's
Wendy's took its "Fresh, Never Frozen" messaging to Super Bowl 2017, which marked its first time advertising in the Big Game. In its 30-second spot, 'Cold Storage,' the fast food restaurant encouraged viewers to not "Settle for frozen beef" by showing how the "Othr Guyz" store their frozen beef in the dark, frigid depths of the frosty freezer and attempt to defrost their burgers with a meek pink hair dryer. The ad featured the song 'Cold as Ice' by Foreigner.
Ford
Ford Motor Co. made its Big Game comeback for the first time in three years. The brand aired a 90-second commercial, titled 'Go Further,' during the first quarter of Super Bowl 51. 'Go Further' featured a song by Nina Simone. Ford's 2014 Super Bowl Spot, 'Nearly Double' featured Rob Riggle and James Franco and took in the #25 overall spot in iSpot's 2014 game day rankings with 0.67% digital share of voice.
Paramount Pictures
Paramount Pictures will be airing in Super Bowl 2017 advertising its upcoming films: Baywatch, Transformers: The Last Knight, and Ghost in the Shell. While the Baywatch ad won't be shared until the Super Bowl, the 'Transformers: The Last Knight' and 'Ghost in the Shell' trailers have been released. During last year's Super Bowl, Paramount Pictures advertised the Teenage Mutant Ninja Turtles: Out of the Shadows movie, which won 38th place, with 0.50% digital share of voice, in the game day rankings.
Wonderful Pistachios
Wonderful Pistachios cracked onto the Super Bowl 51 advertising scene after a three-year hiatus, with the 15-second commercial, 'Treadmill.' The ad aired during the second quarter of the game and featured the brand's mascot, Ernie the Elephant, who is voiced by WWE Superstar John Cena. Ernie the Elephant became a well-known character through the 2016 'Richard Sherman and Ernie: BFFs' and 'Richard Sherman vs. Ernie' spots, where Ernie enjoyed a day in the park, and perhaps a not-so-friendly game of football, with Richard Sherman. The spot came from Wonderful Agency, the Wonderful Company's in-house agency. The brand's last Super Bowl appearance was during the 2nd quarter of the 2014 Super Bowl, in which two spots 'Branding' and 'Sell Themselves,' both featuring Stephen Colbert, were aired. 'Branding' won the 32nd spot in iSpot.tv's game day rankings for 2014, with 0.67% digital share of voice. 'Sell Themselves' took the took 61st place in iSpot.tv 2014 game day rankings, earning 0.05% digital share of voice.
FIJI Water
FIJI Water made its Big Game debut during the 3rd quarter of Super Bowl 51. The 15-second ad titled 'Nature's Gift.' The ad has previously aired on TV, starting in 2016. The ad was created by the Wonderful Agency, the brand's in-house agency.
Sprint
Sprint will be returning to the Super Bowl with one 30-second commercial. The 30-second ad, 'No Need For Extreme Measures' is coming from agency Droga5 and is set to air in the game's second quarter. In the ad, a father pushes his SUV over a cliff as a means to fake his death and get out of his Verizon contract, before learning he could have switched to Sprint and saved on his cell phone plan. There is also a 45-second extended version of the ad with the same title. Sprint's last Super Bowl appearance was in 2015, when the brand aired 'Super Bowl Apology.' The Super Bowl commercial took the 38th spot, with 0.68% digital share of voice, in iSpot's 2015 game day rankings.
T-Mobile
T-Mobile returned to the Super Bowl for the fourth year in a row with four celebrity filled commercials. Celebrities and T-Mobile’s new product, One, may have been the only things the brand’s creatives had in common. Two of the ads featured Kristen Schaal in NSFW, 50 Shades of Grey-esque spoofs. Another captured Snoop Dogg and Martha Stewart’s visit The final, and the most popular spot, featured Justin Bieber, Rob Gronkowski, and Terrell Owens shaking and shimmying. All of the wireless brands ads landed in the top 27% of the most engaging ads, with ‘#UnlimitedMoves’ taking fourth place in our digital engagement rankings on game day. Last year, the wireless brand had two commercials in the top five on game-day, with a hilarious take on Drake's 'Hotline Bling' music video and Steve Harvey's 'Miss Universe' mishap. T-Mobile earned over 9% of the digital response on game-day alone. Its 2015 ad, 'Kim's Data Stash,' took the number five spot for overall Super Bowl rankings with 5.5% Digital Share of Voice.
Tide
Tide will air a commercial featuring New England Patriots tight end Rob Gronkowski and 'Arrested Development' actor Jeffrey Tambor during Super Bowl 2017. The 37-second teaser, 'Gronk’s Cleaners Discount,' features Rob Gronkowski as a dry cleaner attendant, who hand's over Jeffrey Tambor's shirt san-stains...and sleeves. Tambor can't help but show his disappointment, while Tide confirms "A better way is coming." There is also an extended version of the teaser, titled 'Customers Come First at Gronk's Cleaners' which Rob Gronkowski continues his dry cleaning hijinx by taste testing and ripping Jeffrey's shirt. Other teasers, 'Gronk's Tunes,' 'Choose Your Gronk,' and 'Gronk Works the Rack' have also been released. The creative of the ad is coming from agency Saatchi & Saatchi.
It's a 10 Haircare
It's A 10 Haircare will be making its first Big Game appearance during the third quarter of Super Bowl 2017 with a 30-second ad. The brand will be the first privately owned professional hair care company to air a Super Bowl ad. The spot will be directed by Bryan Buckley and produced by Havas Edge and Hungry Man Productions.
LIFEWTR
PepsiCo announced it's new premium bottled water brand, Lifewtr, will run a 30-second ad during Super Bowl 2017. It will be the brand's Big Game debut. The commercial 'Inspiration Drops' features John Legend's song 'Love Me Now' and the tagline "Art makes life #MoreInspired." The ad created by the agency Hustle, Chicago, which is part of R/GA.
Squarespace
Squarespace is set to have two commercials air in its fourth consecutive Super Bowl. The web services brand will advertise with a 60-second commercial during the pre-game and a 30-second commercial during the first-half of the Big Game. The 60-second ad, 'Who Is JohnMalkovich.com?' features John Malkovich and his dismay that the domain JohnMalkovich.com is already taken by the "ULTIMATE Fishing Site!!" The 30-second ad, 'Calling JohnMalkovich.com,' takes the conversation a bit further when John Malkovich calls the John Malkovich, proprietor of JohnMalkovich.com, explaining he really needs the domain for the menswear fashion line he is starting. During the last Super Bowl, Squarespace aired one 30-second ad from Anomaly. The ad starred "Key and Peele" comedians, Keegan-Michael Key and Jordan Peele. The ad took 42nd place on game day with .35% digital share of voice. In the previous year, the content management service took a novel approach by launching a website called DreamingWithJeff.com. The website, created with Squarespace, sold sleeping tapes created by actor Jeff Bridges. The ad took 52nd place on game day with 0.26% digital share of voice.
TOP GAMES INC.
Video game company TOP GAMES INC. will be making its first Big Game appearance during Super Bowl 2017 with one 30-second ad handled by ad agency Butler, Shine, Stern & Partners. The spot will promote a new mobile strategy game and is set to air during the third quarter.
Persil ProClean
Laundry detergent brand Persil ProClean will be making its second Big Game appearance in Super Bowl 2017. Persil ProClean released a "To be continued..." teaser, titled 'A Certain Science Guy Makes a Mess.' In the teaser, Peter Hermann renews his role as the dashing spokesman, 'The Professional,' who has been busy cleaning up messes since a certain science guy has shown up. The ad comes from agency TBWA. Last year, for the brand's first Big Game appearance, it ran one 15-second ad, 'America's #1 Rated' which also starred the brand's spokesman, 'The Professional.' The spot took the 73rd rank in iSpot's overall game day rankings.
Bai
Bai aired one 30-second ad during the second quarter of Super Bowl 2017. The brand's commercial, 'Bye, Bye, Bye' starred Justin Timberlake and Christopher Walken and featured N'Sync's song 'Bye Bye Bye.' The ad was the 15th most engaging commercial of game day. The beverage company aired a regional spot in Super Bowl 50, but 2017 marked its first national spot in the Big Game.
Bud Light
Bud Light advertised in Super Bowl 2017, but with a new approach. The beer brewer aired one 60-second commercial with its new tagline 'Famous Among Friends' and revived the original party animal, bull terrier Spuds MacKenzie, as a ghost whose soul can’t rest when friends don’t drink Bud Light together. The ‘Famous Among Friends’ campaign was a very different direction from Super Bowl 50's politically themed 'The Bud Light Party' starring Amy Schumer and Seth Rogen, which took 12th place in our overall digital engagement rankings with 2.69% Digital Share of Voice.
Budweiser
Budweiser returned to the Super Bowl and although they didn’t feature their traditional Clydesdales, the brand did celebrate their 141 years of business with a 60-second commercial. 'Born the Hard Way' showed the story of Budweiser's founder, Adolphus Busch, and his journey from Germany to St. Louis, where he met his future business partner, Eberhard Anheuser. The spot quickly gained popularity when it was released on January 31st, generating nearly half of its Earned Views before game day. It maintained this traction, taking the title as the second most digitally engaging commercial of Super Bowl LI. Last year, the beer brewer aired two ads: one featuring British actress Helen Mirren politely telling off drunk drivers and encouraging viewers to #GiveADamn. The other, titled 'Not Backing Down,' was a continuation of Budweiser's 'Brewed the Hard Way' campaign. These ads from past Super Bowls came in 4th and 20th place, respectively, in our game-day digital engagement rankings.
Michelob
Michelob Ultra will be coming back to the Super Bowl with one 30-second commercial from FCB Chicago. The 'Our Bar' ad features fitness enthusiasts such as Crossfitters, cyclists, and runners working hard at their sport and then enjoying Michelob Ultra, as it is only 95 calories and contains 2.6 carbs. The song 'Where Everybody Knows Your Name' by Gary Portnoy is featured in the commercial. There is a one-minute extended version of the ad under the same name. The brewer is sticking with its 'Brewed for Those Who Go the Extra Mile' campaign, which earned it 63rd place in our overall digital engagement rankings in Super Bowl 50. Last year's ad, 'Breathe,' showed people going the extra mile with their workouts and then rewarding themselves with a Michelob ULTRA.
Hyundai
Hyundai is following up on its highly successful Super Bowl 50 run with a 90-second documentary-style ad in Super Bowl 2017. The commercial will be filmed during the game and air in the slot right after. Last year, Hyundai's two 30-second spots featuring Kevin Hart and Ryan Reynolds helped the advertiser land two spots in the top 5 highest performing ads by Digital SOV. On game day, the brand claimed nearly 13% of earned digital activity with 154k social actions and 4.6 million organic views (8.4 million total views). The automaker did not advertise in 2015's game, but it was a top advertiser in 2014, coming in 18th place with 0.98% digital share of voice on game day for the spot, 'Dad's Sixth Sense.'
Pepsi
Pepsi returns as the Super Bowl Halftime Show title sponsor for the fifth year running. The 2017 Pepsi Zero Sugar Super Bowl LI Halftime Show will feature Grammy Award winner Lady Gaga. Pepsi has already begun releasing a several series of teasers ahead of the game, including a Super Bowl countdown and a party planning series in which they partner with Tostitos. In the Tostitos campaign, the teasers star Baltimore Ravens Quarterback Joe Flacco and Denver Broncos linebacker Von Miller, and show how you can plan the perfect Super Bowl party with a little help from Pepsi and Tostitos. Last Super Bowl, in addition to sponsoring, Pepsi aired one ad starring Janelle Monae. The commercial, 'The Joy of Pepsi,' showed the singer dancing to iconic songs from different decades and took 42nd place in our overall digital engagement rankings with 0.57% Digital Share of Voice.
84 Lumber
84 Lumber made its Big Game debut in Super Bowl 2017. The Pennsylvania-based construction materials company’s 90-second ad was one of this year’s most popular social issue themed ads and featured the story of a young girl and her family’s immigration to America. The commercial made quite an impression on viewers -- taking the spot as the number five most engaging ad, claiming 5.65% Digital Share of Voice of all Super Bowl commercials and gaining the highest number of impressions of any social issue-related ad.
Buick
Buick returned to the Super Bowl for the second year running with a 60-second ad from EngageM-1. The ad, 'Game,' featured Cam Newton and Miranda Kerr at a pee wee football game and aired during the 2nd quarter. 'Game' was one of the most popular pre-releases and went on to be one of the top 10 most engaging spots during the game, with 2.67% Digital Share of Voice. The Super Bowl 2017 spot is part of the brand's 'That's Not a Buick' campaign. Last year's Big Game ad promoted its Cascada convertible and starred actress Emily Ratajkowski and New York Giant's player Odell Beckham Jr.
Intel
Intel will be airing one 30-second commercial starring Patriots quarterback Tom Brady in Super Bowl 2017. The tech company has already released a teaser for the spot, 'Brady Everyday,' showing how Intel's 360 replay technology can be used. The ad comes from agency mcgarrybowen.
Lexus
Lexus will be airing one 30-second commercial during the second quarter of Super Bowl 2017 for its new LS and LC vehicles. The teaser 'Man & Machine' features actress Minnie Driver as the new voice of the brand and will be coming from the ad agency Team One. Lil Buck is also featured. In addition to the 30-second spot, there is an extended 60-second version.
Mercedes-Benz
Automaker Mercedes-Benz will be returning to the Super Bowl with an ad from its lead agency Merkley & Partners. The ad 'Easy Driver' is the first Super Bowl ad to be directed by the Coen brothers, whose film credits include 'No Country for Old Men,' 'Fargo,' and 'The Big Lebowski.' The brand has released several teasers, including 'Door Kick,' 'Blocked In,' 'Arm Wrestle' and 'Jukebox' which feature the Mercedes-Benz's AMG and music by Steppenwolf. 'Easy Driver,' featuring Peter Fonda, is ranking on iSpot's Top 10 Pre-release & Teasers list.
Mr. Clean
Mr. Clean took a seductive approach to Super Bowl advertising with its first-ever Big Game appearance. The cleaning brand’s 30-second commercial, 'Cleaner of Your Dreams,' featured a revamped Mr. Clean ready to tackle the dirty work. The ad was released prior to the Super Bowl and went into game day as one of the most engaging pre-released commercials. It continued its pre-game momentum as it aired during the third quarter of the Big Game, and ended up garnering 193,868 social actions and 7.66% Digital Share of Voice of all Super Bowl commercials. The ad was popular across all demographics but was particularly a hit with women, aged 35-54.
Febreze
Febreze freshen up the Super Bowl 2017 lineup with one 30-second commercial during the second quarter of the game. The spot 'Halftime Bathroom Break is Coming' asked "Is your bathroom ready?" for the much-needed bathroom break during the "few precious moments between the half-time whistle and the half-time show". The creative came from Grey NY. Febreze's last Super Bowl commercial, 'Does Your Bedroom Smell?' took the 98th spot of iSpot's 2016 game day rankings.
Audi
Audi returned to the Big Game with a 60-second commercial during the 3rd quarter of Super Bowl 2017. The spot, 'Daughter' was one of the politically charged ads of Super Bowl LI, a tactic that paid off for the brand. ‘Daughter’ was one of the most engaging pre-released ads and continued in popularity, taking the title as the 6th most digitally engaging ad with 5.35% Digital Share of Voice. The car manufacturer teamed up with agency Venables Bell & Partners, who was responsible for Audi's Super Bowl 50 commercial, 'Commander.' The Super Bowl 50 spot featured a retired astronaut finding excitement again after his son gave him a new Audi R8. Audi sat out the Big Game in 2015, but its 2014 ad, 'Doberhuahua,' took fifth place on game day with 5.5% Digital Share of Voice and over 5 million online views.
Honda
Returning Super Bowl advertiser, Honda, will be coming back with one ad promoting its redesigned 2017 Honda CR-V from its agency of record, RPA. The 60-second ad, 'Yearbooks' is set to air during the game’s second quarter. The ad features a celebrity-filled yearbook, with Tina Fey, Robert Redford, Amy Adams, Earvin ‘Magic’ Johnson, Steve Carrell Missy Elliott, Stan Lee, Jimmy Kimmel, and Viola Davis making an appearance. There is also a 15-second teaser 'Yearbook,' which features a young, mustachioed Steve Carell, who appears on a yearbook page and shares the message to "believe in yourself." The ad and teaser are part of Honda’s “Power of Dreams” campaign. The campaign promotes the 2017 Honda, which is coincidentally celebrating the 20th anniversary of the first-generation Honda CR-V. Last year's 60-second spot advertising its 2017 Ridgeline truck was also created by RPA and featured a field of sheep singing Queen's iconic hit, 'Somebody to Love.' The commercial, 'New Truck to Love,' took 13th place for game day digital engagement.
TurboTax
TurboTax will be returning to the Super Bowl for the fourth year in a row with one 45-second spot from Wieden+Kennedy. The commercial is a part of a new campaign called 'Relax There's Turbo Tax.' A teaser, 'Humpty Fall,' has been released ahead of the game. 'Humpty Fall' is ranking on iSpot's Top 10 Pre-release & Teasers list. Last year's Super Bowl ad, 'Never a Sellout,' was part of a larger campaign aimed at showing people that it doesn't take a genius to do your taxes. Other ads in the series featured notable intellectuals such as Michio Kaku, Dr. George Smoot and Dr. Sylvester James Gates, Jr. 'Never a Sellout' came in 70th place on game day in our digital engagement rankings.
GoDaddy
Super Bowl veteran, GoDaddy, will be advertising in Super Bowl 2017 with one 30-second commercial from Bullish. The ad, 'The Internet Wants You,' encourages viewers to share their interests with the Internet, via GoDaddy, because it "loves what you are doing." GoDaddy has released several teasers, including 'Roomba Cats,' 'What Color Is the Dress,' 'Horse Head in a Hula Chair,' and 'Sneezing Panda', each asking who, what and where questions of the internet. The web hosting company has appeared in eleven Super Bowls so far, with 2017 marking its twelfth appearance. They did, however, sit out Super Bowl 50, reportedly to focus on business expansion.
Wix.com
Wix.com aired one 30-second commercial, 'Chez Felix' during the 4th quarter of Super Bowl 2017. Previous to the Big Game, the brand released a teaser, titled 'Make Your Own Website.' There was also a 48-second and 71-second extended version of the spot, both titled 'Chez Felix,' as well as a 2 minute Director's Cut version that was released. 'Chez: Felix: Director's Cut' was the most engaging pre-released ad up until the day of the Super Bowl, when Budweiser's 'Born the Hard Way' took the number one spot. 2017 marked the brand's third consecutive Super Bowl appearance. Last year, the web development company aired an animated ad from DreamWorks Animation featuring the characters from 'Kung Fu Panda 3' re-enacting classic Super Bowl ads.
Skittles
Skittles returned for its third year as a Super Bowl advertiser during the first quarter of the Big Game. The candy brand continued with its popular 'Taste the Rainbow' campaign for their Super Bowl 2017 spot 'Romance', but moved forward in the campaign with a new agency: adam&eveDDB. The ad was one of the most engaging in-game spots. Last year, Skittles had one 30-second spot from DDB Chicago in the Big Game. The spot, featuring Aerosmith frontman Steven Tyler, took 16th place on game day for generating digital engagement. In 2015, their ad, 'Settle It,' about an arm-wrestling match over the last lemon skittle, came in 20th place for engagement on game day with 1.34% digital share of voice.
Busch Beer
Busch Beer made its Big Game debut at Super Bowl 2017 with one ad from agency Deutsch New York. The ad, 'BUSCHHHHH' features a plaid-wearing mountain man along a rocky stream enjoying a cold, crisp Busch beer and the iconic 'BUSCHHHHH' sound that comes along with it. Busch's parent brand, Anheuser-Busch, will be sharing the story of how the Anheuser-Busch company was created in the Budweiser brand spot.
Avocados From Mexico
Avocados From Mexico returned to the first quarter of the Big Game after a successful two-year run. The brand's 30-second commercial for Super Bowl 2017 featured Jon Lovitz and came from agency, GSD&M. The ad took the title as the 24th most engaging game day commercial. Last year, the brand aired one 30-second ad starring actor Scott Baio titled 'AVOS in Space' which landed 18th place in our digital engagement game day rankings. The brand's 2015 Super Bowl spot, 'First Draft Ever,' was a surprise hit that took 28th place, coming in with 1.06% digital share of voice during the game and earning 220,503 views.
Kia
Kia returned to the Super Bowl for its eighth straight year with an ad from David & Goliath, its agency of record since 2000. The ad 'Hero's Journey' featured Melissa McCarthy as an eco-warrior, on a journey to protect the whales, icecaps, trees and rhinos. It appeared during the 3rd quarter of the Big Game and was one of the Super Bowl’s most engaging game day commercials, earning more than 3% of Digital Share of Voice. Prior to the Super Bowl, the brand released two teasers, 'Run' and 'Iceberg.' Last year's 60-second spot, 'Walken Closet,' starring Christopher Walken came in 31st place by digital engagement on game day. Kia has historically been a strong performer at the Super Bowl: its Matrix-themed ad of 2014, 'The Truth,' placed 4th in our game day rankings, earning 7.13% Digital Share of Voice; and in 2015, its action movie parody starring Pierce Brosnan entitled 'The Perfect Getaway' placed 29th with 0.98% Digital Share of Voice.
Snickers
Snickers will be coming back to the Super Bowl for the third year in a row with one 30-second commercial titled 'Curtains' from agency BBDO. The brand released several teasers for the spot, including one announcing that the ad will feature Adam Driver, a showdown, stunt horses, and will be a "Live Super Bowl Commercial". Snickers released several other teasers: 'Dead Cowboy Casting,' 'Horse Casting,' and 'Horse Casting Part 2'. Last year, the Mars brand brought back its 'You're Not You When You're Hungry' campaign, this time featuring Hollywood icon Marilyn Monroe and actor Willem Dafoe as her hungry alter-ego. Snickers' 2015 Super Bowl ad, 'The Brady Bunch,' starring Danny Trejo as a hungry Marcia Brady, took 10th place on game day with 1.9 million earned views and 2.91% digital share of voice.
WeatherTech
Auto accessories maker WeatherTech aired one 30-second ad in Super Bowl 2017, marking its third consecutive year as a Super Bowl advertiser. A teaser, 'Tech Team' was released prior to the game and featured a woman suiting up in WeatherTech gear, which prominently displayed the WeatherTech logo and the slogan "Made In America." The creative for the ad was handled by agency Pinnacle Advertising. WeatherTech's last Super Bowl spot, 'Resources,' took 58th place in iSpot.tv game day rankings, earning 0.08% digital share of voice.
