Dogs beat Darth Vader in Super Bowl ad ratings

By Daniel Farey-Jones,, Monday, 07 February 2011 09:35AM

Spots for Bud Light by DDB and Doritos by Goodby Silverstein were America's favourite ads during the Super Bowl ad breaks, which also featured a debut effort from Stella Artois.

Doritos: one of the US's favourite ads during yesterday's Super Bowl

Doritos: one of the US's favourite ads during yesterday's Super Bowl


Bud Light "dog sitter" and Doritos "pug attack" were each rated 8.35 out of 10, topping national newspaper USA Today's poll, which gauged 282 volunteers' live reactions during the game.

Car manufacturers and FMCG brands dominated the line-up of more than 50 ads, which are estimated to have generated in the region of $200m for TV channel Fox.

"Dog sitter" featured a man employing trained dogs at an impromptu house party.

"Pug attack" repeated Doritos' past theme of a man teasing a dog with the snack and getting his comeuppance.

In third place in the USA Today poll was "the force", a Deutsch spot for Volkswagen about a kid in a Darth Vader costume who tries and fails to move objects with only the power of his mind.

One famous UK brand taking its place in the line-up for the first time was AB InBev's Stella Artois, which replicated its sophisticated French feel.

Mother New York's "crying Jean" showed a nightclub crooner singing heartfelt words of love, while the women in the audience well up with tears. It turns out the object of his affection is a glass of the continental lager.


Bud Light 'dog sitter' by DDB


Doritos 'pug attack' Goodby Silverstein & Partners


Volkswagen 'the force' by Deutsch


Stella Artois 'crying Jean' by Mother


Pepsi Max 'love hurts' by TBWA\Chiat\Day


Coca Cola 'border' by Wieden + Kennedy


Audi 'release the hounds' by  Venables, Bell & Partners


Chrysler 'imported from Detroit' Wieden & Kennedy


Snickers 'logging' by BBDO


BMW 'Changes' by Kirshenbaum Bond Senecal & Partners


Mercedes-Benz 'welcome' by Merkley & Partners


Hyundai 'deprogramming' by Innocean


Motorola 'empower the people' by Anomaly


Groupon 'Tibet' by Crispin Porter & Bogusky


Read more on The Wall – VW "Darth Vader" Super Bowl ad racks up 14.5 million views.

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