Super Bowl: McDonald's wins Twitter, Snickers wins adland

The McDonald's "acts of lovin'" ad and Snickers' "Brady Bunch" ad have claimed the most Tweets during the Super Bowl and the first Super Clio Award for the best Super Bowl ad respectively.

Snickers: 'The Brady Bunch' campaign
Snickers: 'The Brady Bunch' campaign

Twitter users handed the Leo Burnett-created McDonald's ad the top spot, with 634,310 mentions during the game for its ad promising random offers of free food in return for "acts of loving".

To qualify, mentions had to include the brand name, the brand Twitter account, a product name, a hashtag and a subject or celebrity featured in the ads.

The Always "#LikeAGirl" ad by Leo Burnett was second with 455,695 mentions. Budweiser's "lost puppy", by Anomaly, which won Unruly's viral verdict, came third with 371,900 mentions during the game.

The Clio Awards created the Super Cilo Award this year to honour the best ad aired during the game, which was eventually won by the New England Patriots. The award was judged by a panel of creative directors.

Adland's verdict settled on Snickers, which continued the ongoing "you're not you when you're hungry" theme, with a spot parodying The Brady Bunch, featuring Steve Buschemi and the grizzled actor Danny Trejo, by BBDO.

An industry jury, led by the McCann Worldgroup global creative chairman, Rob Reilly, voted on the strongest creative.

A jury spokesperson said: "It’s really difficult to create a version of the same campaign every year and to keep it fresh.

"While you can say you’ve seen a similar version of the Snickers creative before, we should also applaud the fact that they found a way to keep it fresh and inventive."

The jury also had praise for Loctite's "positive feelings" by Fallon, Always "#LikeAGirl" by Leo Burnett and Nomore.org, the official Super Bowl ad for a domestic violence charity, by Grey.

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