The Super Bowl took place this weekend, with over 100 million people tuning in to watch the Philadelphia Eagles take on the New England Patriots. The massive viewership has created one of the most expensive advertisement time slots for brands. Every year large brands spend millions of dollars carefully crafting ads with the biggest household names with the goal of becoming the most talked about Super Bowl ad of the year.
Adoreboard’s emotion analytics tool Emotics can help brands and advertisers understand the emotions driven by their advertisements. This insight can provide previously untapped knowledge behind what is driving good or bad customer experience.
We used Emotics to analyse over 14,000 mentions of the biggest Super Bowl ads online. We uncovered who drove the best emotional reaction and what methods worked better such as the use of high level celebrity endorsements, ads with an important message or those with just good old fashioned humour.
The graph above shows the Adorescore for each of the top ads. The Adorescore is a high level performance indicator of how content or a brand is doing on an Index of -100 to +100. A high score means the content is largely positive in nature containing positive emotions such as joy, trust and amazement. A negative score would indicate mostly negative emotions expressed within the content such as rage, loathing and fear.
The winner of our analysis was US detergent brand Tide with an Adorescore of 52. Their ad featured Stranger Things star David Harbour humorously recreating common brand ads ending with the claim that “Every as is a #TideAd.” Tide opted for this year’s winning formula, the use of both celebrity and comedy.
High levels of joy were driven from the ad with mentions of “David Harbour” and also many users creating and sharing their own versions of the ad.
— Debra Birnbaum (@debrabirnbaum) February 5, 2018
— Zack Gianino (@ZackGianino) February 5, 2018
This year’s Amazon ad placed second with an Adorescore of 47. Amazon’s agency the Lucky Generals pulled out all the stops with appearances from celebrities such as Gordon Ramsay, Cardi B, Rebel Wilson and Anthony Hopkins. Who act as emergency voice replacements when Amazon’s Alexa loses her voice.
High levels of joy and trust were driven by Twitter users sharing their enjoyment of the ad. Cardi B was the most mentioned celebrity featured.
Cardi B and Rebel Wilson in that Amazon ad, love it! #SuperBowl
— CRT (@StoryofEverest) February 5, 2018
Cardi B is hilarious in this Amazon ad lol pic.twitter.com/ukwpRxnlAC
— Erin Ashley Simon (@erinasimon) February 1, 2018
3. Tourism Australia
Tourism Australia produced what appeared to be trailers for a reboot of Aussie classic Crocodile Dundee, but instead were an ad to promote tourism in Australia. The third place ad featured Australian actors Chris Hemsworth, Margot Robbie, Russell Crowe, Hugh Jackman and more.
Mentions of the ad led to high joy with users asking for the film to actually be made.
— The Bert Show (@TheBertShow) February 6, 2018
In 4th place was Budweiser with an ad focusing on the company’s water relief efforts for U.S. cities impacted by natural disasters. The main message of the ad was “Whenever you need us, we’ll stand by you”.
The Budweiser ad drove high levels of trust by users commending the brand for their humanitarian efforts.
— Tommy McFLY (@TommyMcFLY) February 5, 2018
5. PepsiCo – Doritos vs Mountain Dew
Last of our Top 5 was PepsiCo with their double ad for Doritos vs. Mountain Dew. The joint ad sees celebrity heavyweights Peter Dinklage (Game of Thrones Tyrion Lannister) and acting royalty Morgan Freeman take part in a lip sync battle to the tune of Busta Rhymes and Missy Elliot, both of whom also feature.
The ad may come in 5th place in our analysis but still has a relatively high Adorescore of 38 with high levels of joy driven by the humour and celebrity presence in the ad.
The Best Super Bowl Commercial this year. Hands. Down..Peter Dinklage and Morgan Freeman in one ad?? Holy sht!! @Doritos and @MountainDew stepped up BIG TIME. Awesome commercial!! 👏🔥❄ https://t.co/EI731Zw3se
— Triple W (@Waaaaaayynnee) February 6, 2018
That Peter Dinklage vs Morgan Freeman ad is absolutely all I need in my life 🤣
— Jason McCabe (@JasonMcCabe13) February 5, 2018
The Eagles may have won the Super Bowl this year, but Tide won the ads!
Adoreboard has created a way to use analytics to gain insights into people’s emotional reactions online. Our emotion analysis software that can help quantify how the world feels about your brand. To find out how our software can help you or to book free demo, click here.