The 8 Best and 7 Worst Commercials From Super Bowl 46

The Super Bowl was a great game tonight.

Exciting, big plays, and relatively well played.

If you aren’t a Patriots fan, chances are you were pleased with the quality of football.  Which is a good thing, because if you tuned in to see the Super Bowl commercials, they, overall, paled in comparison in quality to the game itself.

The commercials, as a whole, lacked some of the creativity that we have learned to look for in this annual night that is the championship night for Madison Avenue as well.

Any spots hoping to break into iconic status and join the best Super Bowl ads of all time, as identified here in my January 20th post, will be sorely disappointed, as I do not give a single commercial tonight the status of “all-time great.”

It’s not that the spots were terrible as a whole; it is simply that they did not take the risks and push the envelope enough to have a shot at true greatness.

That being said, we do need to separate the “solid efforts” from the others, so below I am listing my best and worst ads from the Super Bowl tonight. I am grading these both as a consumer as well as a brand marketer that has managed large consumer brands for a Fortune 500 consumer packaged goods’ company.

While my opinions are actually facts, I welcome you telling me where you disagree.

The 8 Best Commercials From Super Bowl 46

#8. Budweiser, “Return of the King”

Budweiser always does a tremendous job of playing on their heritage and build their brand equity, and this spot was no different. Used the proven equity of the Clydesdales in a supporting role to hammer home the message that they have always been there. Good brand builder.


#7. Hyundai, “All for One”

I am guessing Hyundai had as many ads as anyone during the game, and this was the best of the bunch.  Using the Rocky music made for an upbeat spot that also plays into Hyundai as the underdog in the automobile world that can come from nowhere and be a winner.


#6. Doritos, “Man’s Best Friend”

Doritos, as usual, had a good night. The best of the bunch was this spot which uses a message of Doritos being good enough to cover up for cat murder.  The Doritos “Sling Baby” spot was good as well, but I thought this one edged it out.


#5. Dannon, “The Tease”

Great use of comedy in this spot as the woman knocks John Stamos out for taunting her with his Greek Yogurt. Liked the spot, but a bit unrealistic as Stamos is still good looking enough to get away with this (and, yes, I am jealous).


#4. Volkswagen, “Dog Strikes Back”

Great tried and true usage of animals to get across a humorous and inspirational message. Although I don’t remember the end in the spot that ran on the SB. Is this just a longer version, I hope so, the end takes away…


#3. Career Builder, “Business Trip”

Career Builder has maintained this campaign for a long time now but yet they always manage to keep it fresh with humor.  And they use humor, but not gratuitously.  It is always consistent with the actual message. Makes me want to actually look for a job….


#2. Chrysler, “It’s Halftime in America”

Clint Eastwood. Powerful message. Inspiring. Awesome spot.

My only problem with this ad was that Chrysler made the branding more around Detroit and less around itself (therefore enabling GE and Ford to benefit too). But great, great spot.

And by the way, have you guys noticed that the quality of American cars are actually competitive again? Cool stuff.


#1. Honda CRV “Matthew’s Day Off”

Loved it.


Ferris Bueller.

May not resonate as well with the 20-somethings, but really worked for me!

I can’t believe I have car commercials in my top 2 spots, as I am usually not a huge fan, but these were the best two spots this year.  I just wish they would have said something like Win car of the year NINE TIMES. NINE TIMES.  Even if it isn’t true, creative license would excuse it!

Honorable Mention: Howard Stern, America’s Got Talent (This show will be in the top 10 in the ratings this season!); M&M’s “Just My Shell; E-Trade “Fatherhood”

The 2 Most Disappointing Commercials From Super Bowl 46

#2. Coke, Polar Bears

Coke has a proven equity in these polar bears, but as far as I am concerned, they threw away more than $10 million on three really poor executions.

#1. Acura NSX, “Transactions”

They had some of the biggest brands ever in Seinfeld and Leno in this spot, and to me it just felt like they could have done so much more with it. Felt lazy and sloppy to me.

The 5 Worst Commercials From Super Bowl 46

#5. Hulu

Two spots, both using the brilliant Will Arnett, and they swung and missed both times.  I am no more likely to go to Hulu and get their “premium service”; besides, can’t I watch just about any show for free on there?  Here is one of their whiffs:


#4. Audi, “Vampire Party”

This spot felt like they were trying to tie into a trend that is on its way out. And isn’t it forcing the issue a little bit when the premise of your spot, and the main message, is that your lights are really bright?


#3. Go Daddy, “QR Code Ad”

Sex sells, I get it. In fact, I love it. But this campaign is so old and boring and tired. Nothing fresh about it whatsoever. Their other ad for .co was lame as well, although admittedly pretty hot.


#2. GE

Three swings, three misses, one strikeout of a night for GE. Still not sure I get the idea behind a B2B campaign in a consumer setting. Wildly inefficient. They tried to pull on emotional strings, but it just fell flat. Here is one of their spots:


#1. Kia Optima, “Dream Car”

This spot had it all. Every stereotype of bad advertising. Just awful. And I like Motley Crue!


Dishonorable Mention: Toyota (Bad night for Camry); Met Life (Just did not get their animated spot); and not sure if these ran Nationally, but Cure Auto Insurance, Swamp People ad of the History Channel were way out of their league.

Also, Best Buy continued their slide toward oblivion with a subpar ad tonight.


Follow Brian Dilsheimer on Twitter @Dils_Ignite


  1. Great selections! I liked the M&M commercial a lot too. And I actually didn't hate the Audi vampire commercial, even though I don't really like the whole vampire trend.

    I heard from a friend who is supposedly "in the know" that the Coke commercials were supposed to be leading up to a bigger commercial at the end, which didn't end up airing…and that said commercial is awesome enough that it would have all made sense. *shrug* Supposedly the big commercial will air during the Idol finale instead, but that seems like a long time to wait! Maybe I misunderstood and it will air during the next Idol or something. Or maybe they are waiting until the finale. Or…maybe they just made lame polar bear commercials.

    Great game, too!

  2. I loved the Eastwood ad, and the M&M's ad got a big response at our viewing party. Everyone loved the vampire spot as well. But I'd say that cool headlights isn't reason enough to spend $70k on a new car. The polar bears fell flat, and I kept thinking that Coke just wants to use the same ad during big soccer games around the world.

    I've read some blogs that proclaimed Ferris Bueller and Groundhog Day to be among of the all-time best 10 movies. Hard to argue the timeless fantasies of cutting your responsibilities to get out and play, and the dream of getting to do things over until you get them right!

    good stuff Dils

  3. I thought that the coke commercials were lame. It would have been great if the bear spiked the coke at the end of it. The Kia would have been much better ending with Metallica's version of "Sandman" but over all lame. why Motley Crue? Loved the M & M and the Teleflora ad was very seductive. I know I am buying flowers from them next week! You nailed the Ferris Bueller ad. Would love to see a new movie about Bueller's day off from work. You forgot to mention Chevy 2012 commercial. Totally busted on Ford. Great analysis

  4. Chadwick Harvey says:

    The obvious worst ad not only for Super Bowl XLVI but for all super bowls was the marry bacon ad by Jack in the Box. The audi vampire ad was one of the best I have ever seen. It was both entertaining, suspenseful, and hilarious. I don't know how anyone could be so stupid as to rate that in the worst five. The Doritos ad with the dog was also great though its going to get a lot of grief from cat lovers.

  5. Thankfulness to my father who stated to me
    on the topic of this weblog, this blog is truly amazing.

  6. Very nice blog post. I definitely appreciate this site.
    Continue the good work!

  7. Hi everybody, here every one is sharing these familiarity, thus it’s good to
    read this website, and I used to visit this weblog all
    the time.

  8. Whoa! This blog looks just like my old one!
    It’s on a entirely different subject but it has pretty much the same page layout and design. Outstanding choice
    of colors!

  9. I was just searching for this information for some time. After 6 hours of continuous Googleing, finally I got it in your website. I wonder what is the lack of Google strategy that don’t rank this kind of informative websites in top of the list. Normally the top sites are full of garbage.

  10. Hello.This post was extremely fascinating, especially because I was looking for thoughts on this topic last Monday.

  11. Simply want to say your article is as astonishing. The clearness in your post is simply spectacular and i could assume you’re an expert on this subject. Well with your permission allow me to grab your RSS feed to keep up to date with forthcoming post. Thanks a million and please carry on the gratifying work.

  12. Its like you read my mind! You appear to know a lot about this, like you wrote the book in it or something. I think that you could do with a few pics to drive the message home a bit, but other than that, this is fantastic blog. A fantastic read. I’ll definitely be back.

  13. My brother recommended I might like this web site. He was totally right. This post actually made my day. You can not imagine simply how much time I had spent for this information! Thanks!

  14. Hi! I’ve been reading your web site for a while now and finally got the courage to go ahead and give you a shout out from Humble Tx! Just wanted to tell you keep up the fantastic work!

  15. Hello, yes this post is actually nice and I have learned lot of things from it concerning blogging. blog post :: ibc

  16. Hello i am kavin, its my first occasion to commenting anywhere, when i read this piece of writing i thought i could also create comment due to this sensible piece of writing.

  17. I was able to find good advice from your articles.

  18. Hello. excellent job. I did not anticipate this. This is a excellent story. Thanks!

  19. I was incredibly prompted to uncover this website. I desired to be able to thank you just for this specific examine. When i definitely savored every little bit of this in addition to I have you bookmarked to check out fresh goods you article.

  20. WOW just what I was looking for. Came here by searching for Link Website

  21. Excellent blog you have here but I was wondering if you knew of any community forums that cover the same topics discussed here? I’d really like to be a part of group where I can get feed-back from other experienced people that share the same interest. If you have any recommendations, please let me know. Thank you!

  22. bookmarked!!, I love your blog!

  23. Hello would you mind letting me know which web host you’re utilizing? I’ve loaded your blog in 3 completely different browsers and I must say this blog loads a lot faster then most. Can you suggest a good hosting provider at a honest price? Cheers, I appreciate it!

  24. I just could not depart your site before suggesting that I really enjoyed the standard info a person provide for your visitors? Is gonna be back often in order to check up on new posts

  25. This treatment method holds that the hives or urticaria are the result of immune system reaction to an accumulation of micro-parasites and toxins in the body. Soon they would feel too ashamed to remove their clothes. This is a tan or dim skin discoloration that is prevalent in a pregnant woman’s encounter in reality, melasma is usually referred to as the mask of being pregnant.

  26. Thanks for the sensible critique. Me & my neighbor were just preparing to do some research on this. We got a grab a book from our area library but I think I learned more from this post. I am very glad to see such excellent information being shared freely out there.

  27. You made several fine points there. I did a search on the subject and found the majority of persons will go along with with your blog.


  1. […] Midwest Sports Fans looks at The 8 Best and 7 Worst Commercials From Super Bowl 46. […]

Speak Your Mind