Hello Super Bowl ad lovers!
This will be the final edition of our Super Bowl newsletter until next year. In this newsletter, I'm going to run down a number of our top stories and trends from the 200—yes, 200—stories we published about the Super Bowl this year.
First off, here's where you can watch every single Super Bowl ad that aired nationally during the game. Second, creativity editor David Griner highlighted the 10 best ads of the Super Bowl, with Jeep's Groundhog Day ad taking the top spot.
Speaking of Jeep, retail reporter Lisa Lacy got the inside scoop on how that ad came together in just a couple weeks. The brand needed to nail down a number of key items with not much time on the clock. FCA snagged Bill Murray, then needed IP rights to Groundhog Day and the song "I Got You, Babe." Once those were secure, FCA needed a product—they picked Jeep—and then to shoot the ad. It was a wild two weeks, but it all paid off for Jeep.
The other big brand story from the Super Bowl: What was up with Planters killing off Mr. Peanut? Deputy brands editor Diana Pearl spoke with the brand about its decision to end its iconic mascot and give birth to #BabyNut, the lovable baby peanut that took over Twitter during the game.
As for trends, brands went long with their ads last year. This year, brands went even longer. The number of 60-second or longer spots rivaled the 30-second ads. Brands got more inclusive, loved outer space and were obsessed with nostalgia. While advertisers decided to avoid political messaging, the Big Game saw its first two presidential ads (it was supposed to be three, but President Donald Trump only ran one ad instead of two).
Below, you'll find more of our top stories from the game.
Until next year,
Jameson Fleming
Adweek Chief of Staff
