The Super Bowl between the New England Patriots and Philadelphia Eagles was nothing short of spectacular. While there was a noticeable absence of defense, the offenses didn't disappoint, and it felt like a roller coaster throughout the game, with both teams seemingly having a chance to win until the very end.
But the commercials left a lot of potential on the table. Most of the 30 second, $5 million spots missed the mark. However, a few advertisements were memorable.
Tide did a good job spoofing other brand marketing material with comedic twist. And Amazon performed decently in its spot where famous actors served as the popular Alexa voice that answers all types of questions using artificial intelligence.
But the big winner? It probably paid the least amount of money in production out of every advertiser. And it's not necessarily your most popular brand in 2018.
The winner of the night was undoubtedly the NFL with its Dirty Dancing themed advertisement featuring the New York Giants football team, spotlighting quarterback Eli Manning and wide receiver Odell Beckham, Jr. It was simple, cheap, and yet fantastic. And it also hit on an important point -- the NFL understands it needs to shed its "No Fun League" association and keep fully embracing on-field celebrations.
"Celebrations were a highlight of this season, and we had so many breakout moments where players showed their creativity together," said Dawn Hudson, NFL Chief Marking Officer. "We wanted to keep that fun going for the Super Bowl and give our fans something to smile and laugh at that was just about football and how awesome it is to be part of a team."
There is something for every advertising executive to learn from the NFL's success, beating all odds to become a fan favorite of the night. Money does not always equate to success. Again, the NFL probably spent the least money of all advertisers and yet had the most impact. Creativity and connection is much more important than spending money on someone who supposedly knows what consumers crave, but tends to miss the mark on the ultra-important Super Bowl Sunday telecast.