Dogs beat Darth Vader in Super Bowl ad ratings

By Daniel Farey-Jones, campaignlive.co.uk, 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.

This article was first published on campaignlive.co.uk

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