Super Bowl Commercials: Winners and Losers

The Super Bowl is over and the analysis begins... no, not just why the Patriots were unable to finish with a perfect season. It is also time for the Super Bowl commercials analysis- which commercials scored and which ones flopped.

I have three categories: 1) top three commercials, 2) bottom three commercials, and 3) three commercials most likely to positively impact the brand. Top three/bottom three spots are subjective views on whether the creative message resonated with the audience. The impact category is a judgment on which commercials will lead to outcomes the advertiser desired.

Top three commercials:
1. Budweiser - Dalmation trains Clydesdale a la Rocky Balboa
2. Doritos - Giant snack rat
3. Bud Light - Fire breathing man

Bottom three commercials:
1. Hyundai - Genesis sedan; company wavered on pulling Super Bowl spots... it should have!
2. Sales Genie - Animated ads featuring Indian and Chinese characters were ineffective and borderline culturally insensitive
3. Under Armour - Too little focus on the product, a new shoe line

Top three impact commercials:
1. Tide to Go - A humorous spot that informed people about the product and attempted to drive traffic to a web site.
2. E-Trade - Talking baby effectively gets audience's attention and could spike traffic for account applications or at least site visits
3. Go Daddy - Danica Patrick's "Exposed" video will send thousands to the site. If the goal of marketing is to get the audience to take action, this should do it.

To view your favorite (or least favorite) commercial again, visit