We collected data on every commercial, it’s the usage of its music and the overall effectiveness and compiled it into a single report you can download for free below.
BY RYAN ALLEN
During the gridiron battle happening between the New England Patriots and the Philadelphia Eagles, America remained tuned in to see the world’s biggest advertisers fight it out for the best commercial of Super Bowl LII.A year of falling ratings seemed to have no effect on the wallet of advertisers for Super Bowl LII. With costs starting at $5M for a 30 second spot, you saw many brands spending upwards of $20M ( Amazon) to reach the 114 million viewers glued to the TV set this afternoon.
Political trends, new technologies, and limited attention spans were just some of the challenges agencies faced this year. While spending half a million dollars on an A-list celebrity endorsement sounds like an easy solution to many of those, another route was through the nostalgic melodies of and trending sounds of Journey and Big Sean.
For some brands, spending the six figures on a song for the Super Bowl is something that comes with the territory. For others, it’s a risky gamble with returns that may never be quantified. Regardless how you feel, over the music has been a growing asset for advertisers and a common identifier in an effective and well received Super Bowl commercial.
This year we carefully watched the commercials through a music lens to learn more about its current role in popular media. Both big name artists and stock music can dramatically improve the effectiveness of the most expensive ads of the year.
We collected critical data on every commercial, it’s usage of music and the overall effectiveness and compiled it into a single report you can download your copy of our .>> DOWNLOAD NOW
Now onto our musical report of every commercial during Superbowl 2018!
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Vikings – Built for the Unexpected
DODGE
Automobile • 60 seconds • The Richards Group
It’s smug, smart, and creative….all of the things you want in a water cooler advertisement. Wrapped up with Queen to hammer that last nail in the coffin and you have yourself one heck of a powerful commercial…..Sorry Minnesota Vikings.
- Artist: Queen
- Track Name: We Will Rock You
- Music License: Sony /ATV Music Publishing
- Similar StockMusic: rock inspirational victory
M&M’s “Human”
M&Ms
Food and Beverage • 30 seconds • BBDO
Fed up with people wanting to eat him all the time, the red M&M wishes to be human after he finds a lucky penny. Little does he know his wish would turn him into Danny DeVito in the flesh. He excitedly polls people on the streets, including Todrick Hall, and nobody wants to eat him anymore, which is great… until he drops his lucky penny and gets hit by a truck. But even a hit like that can’t take away this newfound joy. As he admires his good looks in a storefront window, the brown M&M can’t help but remind him that he’s still short and bald.
- Music License: Stock background music
- Actors and Performers: Billy West, Danny DeVito, Todrick Hall
- Similar StockMusic.net: wholesome & light
Solo: A Star Wars Story Movie Trailer
Lucasfilm
Moves and TV • 30 seconds • Disney
John Williams score brings another fantastic Star Wars story, SOLO. As he joins the Rebellion, a young Han Solo meets Chewbacca and crosses paths with Lando Calrissian while taking on some of the great adventures of the Star Wars series. “Solo: A Star Wars Story” hits theaters May 25, 2018. Tell me you aren’t a little bit excited for this.
- Music License: Disney
- Actors/Performers: Alden Ehrenreich, Donald Glover, Emilia Clark
- Song/Track: Main Theme From Star Wars – Instrumental
- Composer: John Williams
- Related Music on StockMusic.net: Epic Themes Collection, Epic Movie Trailers
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Doritos Blaze vs. Mountain Dew Ice ‘Battle’
PepsiCo
Food and Beverage • 60 seconds • Goodby, Silverstein & Partners (Creative Agency)
There is not much to say about this. It’s over the top, celebrity-filled, and on point in terms of what people love to see. Throw some of the great rappers of our time with true thespians and you have a fun thing going.
- Label: Universal UMG
- Song/Track: Get Ur Freak On
- Artist : Missy Elliot
- Song/Track: Look at me now
- Artist: Chris Brown
- Actors/Performers: Busta Rhymes, Missy Elliott, Morgan Freeman, Peter Dinklage
- Related Music on StockMusic: Hip Hop , Rap Gangster , Liquid Lounge Collection
Sketchers, First Class for your feet
Sketchers
Retail • 15 seconds • Unknown Agency
NFL Hall of Fame member Howie Long is a big man, so it comes as no surprise that his feet feel similar to his middle seating assignment on the plane in this Super Bowl LII spot. Cramped and uncomfortable between another big guy and a sleeper, Long learns that he’s been upgraded to first class. Howie Long’s Wide Fit SKECHERS provide him the comfort and space for his feet, similar to his new roomier, spacious airplane seat.
- Music License: Stock Music
- Actors/Performers: Howie Long, Kelly Brock
- Related music on Stockmusic.net: Drums, Relaxed
Unfortunately, this video has been removed from the internet 🙁
Bud Knight – Here’s To The Friends You Can Always Count On
Bud Light
Food and Beverage • 60 seconds • Wieden + Kennedy
A battle commences and the king’s people rejoice at the arrival of the Bud Knight. They believe they’re saved, chanting “dilly dilly” as he rides his steed through the field. However, he rides right past them and enters a convenience store for a 12-pack of Bud Light. He apparently can’t fight with them because his buddy is having a “30th birthday thing,” but he adds that if the crowd survives the battle, they’re welcome to join the gathering. The soldiers are let down, but soon the knight changes his mind and proclaims he will help them out after all as he thrusts his sword into the air, conjuring a forceful lightning bolt that sends the enemy running. Watching the events unravel from a safe distance, the king grumbles that somebody likes attention. Bud Light pours a glass of frothy beer in honor of the friends you can always count on in its Super Bowl LII ad.
- Music License: Stock music license
- Actors/Performers: Rory O’Sullivan
- Related music on Stockmusic: Epic Liftoff, Action / Adventure
Unfortunately, this video has been removed from the internet 🙁
Avocados From Mexico
Avocados From Mexico Avocado
Food and Beverage • 30 seconds • GSD&M (Creative Agency)
- Music License: Stock music
- Actors/Performers: Chris Elliot
- Related music on Stockmusic.net: Underscores
Unfortunately, this video has been removed from the internet 🙁
Michelob Ultra – Live Fit, Live Fun, Live Utra
Michelob Utra
Food and Beverage • 30 seconds • Euro RSCG
- Music License: Stock
- Actors/Performers: Chris Pratt
- Related music on Stockmusic.net: Silly, Funny, Inspirational
“Make it with Keanue. Make It Squarespace”
Squarespace
Online Brands • 30 seconds • Made In House
- Music License: Stock
- Actors/Performers: Keanue Reeves
- Related music on Stockmusic.net: Action Film Music Action-Various
“There’s Nothing Like Australia”
Australia.com
Travel • 60 seconds • Unknown Agency
- Music License: Stock
- Actors/Performers: Danny McBride, Chris Helmsworth, Paul Hogan
- Related music on Stockmusic.net:(Australia) Yo Didgeri-Dude Australia National Anthem Wigwam
Unfortunately, this video has been removed from the internet 🙁
It’s a Tide Ad
Tide
Consumer Goods • 60 seconds • Saatchi and Saatchi Very funny. We loved the play on the Budweiser & Mr. Clean ads within this Tide ad. Since the ending of season two of Stranger Things, we missed Hopper and it was great to see him out there again, this time with a smile on his face.
- Music License: Stock music
- Actors/Performers: David Harbour
- Related music on Stockmusic.net: Lucky Man Quirky
How Do You Like It Now, My Friend?
Jeep
Automobile • 60 seconds • DDB Chicago (Agency), SapientNitro (Digital Agency)
Really action packed fun commercial to get back into the Jurassic Park vibe! If you love Jurassic Park, love Jeff Goldblum, or just love dinosaurs you will love this commercial. Jeep did a great job takings the rugged brand, and bringing a sort of sexy vibe back to it…..not to mention a Trex. Rwarr!
- Music License: Stock
- Actors/Performers: Jeff Goldblum
- Related music on Stockmusic.net: Orchestral Action With Choir 1 , Orchestral Action With Choir 2 , Orchestral Action With Choir 3
Be Celebrated
BlacTure
Online Brand • 30 seconds • McKinney
Fugees member Pras stands in front of a mic stand and an empty auditorium with a blindfold and his lips taped shut. With a tuba and a drum playing a simple tune, the American rapper removes his blindfold and the tape from his lips to signal that he will no longer be blinded or silenced. Powerful use of drums and horn, and that stage presence in the theater. This is the one commercial of the night that really moved and intrigued us to google the website.
- Music License: Blue Note Records
- Song/Track: Fruits of Islam
- Artist: Terrence Blanchard
- Actors/Performers: Pras
- Related music on Stockmusic.net: Eclectic Jazz Vibe , Action (various genres)
Touchdown Celebrations To Come
NFL
Sports • 60 seconds • TBD
The best of the night entertainment-wise, for “super bowl traditional commercial appeal”. We couldn’t stop laughing. The song is, of course, the key to this well-loved scenario and silliness. Those guys doing the lift finale at the end! No one puts “baby” in the corner.
- Music License: RCA Records
- Song/Track: (I’ve Had) The Time of My Life
- Artist: Bill Medley & Jennifer Warnes
- Actors/Performers: Brett Jones , Chad Wheeler , D.J. Fluker , Eli Manning , John Greco , John Jerry , Landon Collins , Odell Beckham Jr.
- Related music on Stockmusic.net: Inspired , A Great Light
You Deserve Better
Monster Headphones
Consumer Goods • 60 seconds • Content Innovation Agency
Monster hired YouTube star RiceGum to portray the founder of Monster as a young child. He is riding the subway when he makes eye contact with Iggy Azalea and gets inspired to rush home to build a better set of headphones. It was an excellent blend of modern, inspirational beats, with an inspirational storyline. The music and the video create a modern, edgy and clean feeling that expertly say “Monster is back”.
- Music License: RCA Records
- Song/Track: Savior
- Artist: Iggy Azalea Feat. Quavo
- Actors/Performers:
- Related music on Stockmusic.net: Amnesia , Trapped 2 , Yeah We Be
Unfortunately, this video has been removed from the internet 🙁
Alexa Looses her Voice
Amazon Echo
Consumer Goods / Tech • 90 seconds • Lucky Generals
A clever, humorous spot showing what would happen if Alexa lost her voice and was replaced by celebrities. The commercial featured Amazon CEO Jeff Bezos, as well as celebrity chef Gordon Ramsey, musician Cardi B, and actor Anthony Hopkins. The commercial used a few other stock music bits to fill out the various scenes where Alexa malfunctions.
- Music License: Atlantic Records
- Song/Track: Bodak Yellow
- Artist: Cardi B
- Actors/Performers: Jeff Bezos, Gordon Ramsey, Anthony Hopkins
- Related music on Stockmusic.net: Popular/Pop Rock , Commercial, Television
Hope Detector
Hyundai
Automobile • 30 seconds • Innocean USA creative agency and Steam / Anonymous Content
A touching commercial where people who drive Hyundai cars get tagged in a metal detector while entering the Super Bowl. They were then taken to a room to watch a video about a cancer survivor. The commercial worked. I wanted to immediately run out and purchase a new car. But wait, what is the connection? How is purchasing a new car helping cure cancer? This one had a great start but after thinking about it for a few seconds, it left a strange taste in my mouth.- Music License: Custom track created by Juice Studios
- Related music on stockmusic.net: Wonderful World , Inspiration, A Moment of Inspiration
In Partnership with Water.org
Stella Artois
Food & Beverage • 30 seconds • Agency Not Available
Matt Damon stars and narrates in the simple and effective ad. Most people in America take clean drinking water for granted, while millions of people around the world don’t have this luxury. Stella and water.org are partnering to help address this issue and give the viewer a simple thing they can do to help. The use of simple, motivational stock piano music perfectly pairs with this message.
- Music License: Stock background music
- Actors/Performers: Matt Damon
- Related Music on Stockmusic.net: Desire , A Great Light
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