CHA-CHING

01.31.13

20 Most Effective Super Bowl Ads (VIDEO)

It costs millions to advertise during the Super Bowl. Which companies have spent their dollars most wisely? From Doritos to Budweiser, Betty White to John Stamos, we rank the winners.

It’s a rare competition that pits Budweiser against Betty White, but here goes. The Daily Beast presents its fourth annual ranking of the most successful Super Bowl advertisements.

These are the ads since 2005 that have generated the most critical and consumer acclaim. For this year’s number-crunching, we considered USA Today’s Ad Meter scores as a measure of viewer likability, grades from the Northwestern University Kellogg School of Management’s Super Bowl Advertising Review as a quality assessment of advertising strategy, and the change in stock price of the parent company (closing pricing the day before the Super Bowl versus average price a month after) to measure consumer action. For private companies, the mean price change of 0.95 percent of all public companies ranked was used.

20. Dannon Oikos: John Stamos Tease

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Year: 2012
Ad Meter Score: 
7.54
Kellogg Grade: 
A
Share Price Change: 
2.53 percent

19. Kia: Male Fantasy

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Year: 2012
Ad Meter Score: 
7.75
Kellogg Grade: 
B
Share Price Change: 
0.95 percent*
*Private company

18. Bud Light: Rock, Paper, Scissors

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Year: 2007
Ad Meter Score: 
8.28
Kellogg Grade: 
A
Share Price Change: 
0.72 percent

17. Budweiser: The Stray Dog, the Beauty Queen, and the Clydesdales

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Year: 2007
Ad Meter Score: 
8.29
Kellogg Grade: 
A
Share Price Change: 
0.72 percent

16. Bud Light: House of Beer

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Year: 2010
Ad Meter Score: 
7.91
Kellogg Grade: 
B
Share Price Change: 
2.55 percent

15. Budweiser: Dalmatian Trains Clydesdale

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Year: 2008
Ad Meter Score: 
8.73
Kellogg Grade: 
A
Share Price Change: 
-0.99 percent

14. Volkswagen: Young Darth Vader

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Year: 2011
Ad Meter Score: 
7.95
Kellogg Grade: 
A
Share Price Change: 
2.01 percent

13. Doritos: Giant Rat Thief

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Year: 2008
Ad Meter Score: 
7.94
Kellogg Grade: 
B
Share Price Change: 
2.57 percent

12. Bud Light: Secret Fridge

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Year: 2006
Ad Meter Score: 
8.39
Kellogg Grade: 
A
Share Price Change: 
0.80 percent

11. Bridgestone: Mr. and Mrs. Potato Head

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Year: 2009
Ad Meter Score: 
7.83
Kellogg Grade: 
C
Share Price Change: 
8.92 percent

10. Budweiser: King Crab

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Year: 2010
Ad Meter Score: 
8.56
Kellogg Grade: 
A
Share Price Change: 
0.72 percent

9. Chrysler: Clint Eastwood’s Halftime in America

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Year: 2012
Ad Meter Score: 
8.46**
Kellogg Grade: 
B
Share Price Change: 
0.95 percent*
**
Based on double Facebook ad meter score, as halftime commercials are excluded from overall ranking.
*Private company

8. M&M’s: Mrs. Brown Debut

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Year: 2012
Ad Meter Score: 
8.47
Kellogg Grade: 
A
Share Price Change: 
0.95 percent*
*Private company

7. Bud Light: Rescue Dog Weego

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Year: 2012
Ad Meter Score: 
8.42
Kellogg Grade: 
C
Share Price Change: 
1.61 percent

6. Doritos: Dog-Collar Revenge

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Year: 2010
Ad Meter Score: 
8.27
Kellogg Grade: 
B
Share Price Change: 
3.30 percent

5. FedEx: Caveman Delivery

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Year: 2006
Ad Meter Score: 
7.95
Kellogg Grade: 
B
Share Price Change: 
6.22 percent

4. Doritos: Crystal Ball

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Year: 2009
Ad Meter Score: 
8.46
Kellogg Grade: 
A
Share Price Change: 
1.88 percent

3. Skechers: Dog in Sneakers

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Year: 2012
Ad Meter Score: 
8.57
Kellogg Grade: 
A
Share Price Change: 
1.74 percent

2. Audi: Vampire Party

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Year: 2012
Ad Meter Score: 
7.25
Kellogg Grade: 
C
Share Price Change: 
6.52 percent

1. Snickers: Betty White Football

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Year: 2010
Ad Meter Score: 
8.68
Kellogg Grade: 
A
Share Price Change: 
2.55 percent