Latest news with #AdMeter
Yahoo
17-02-2025
- Entertainment
- Yahoo
2025 USA TODAY Ad Meter Marketing Spotlight: TCU's top 5 and bottom 5
For the second straight year, USA TODAY Ad Meter has welcomed creative minds and future marketing and business management maestros from universities and colleges to weigh in on the national Super Bowl commercials. As part of the marketing spotlight program, the movers and shakers of tomorrow let their voices be heard today. It's a debut for Texas Christian University, a private research university located in Fort Worth, Texas – and the inaugural panelists didn't disappoint. The school had students from the Bob Schieffer College of Communications and Neeley School of Business rate this year's Super Bowl commercials, creating a mix of opinions that produced some of the most comprehensive breakdowns of the Big Game spots. How did the Horned Frogs' collective opinions compare to the overall Ad Meter ratings? TCU steps into the Marketing Spotlight. SUPER BOWL COMMERCIALS 2025: Watch big game's best ads, Budweiser Clydesdales return 1. Instacart, "We're Here" 2. Michelob Ultra, "The ULTRA Hustle" 3. Novartis, "Your Attention, Please" 4. Hellmann's, "When Sally Met Hellmann's" 5. Lay's, "The Little Farmer" 1. Coffee mate, "Foam Diva" 2. Tubi, "Cowboy Head" (note: not part of the Ad Meter ratings, but discussed during post-ratings class conversation) 3. Mountain Dew, "Kiss from a Lime" 4. Cirkul, "You got Cirkul" 5. OpenAI, "ChatGPT | The Intelligence Age" 1. Lay's, "The Little Farmer" 2. Google, "Dream Job" 3. NFL, "Somebody" 4. Hellmann's, "When Sally Met Hellmann's" 5. Poppi, "Soda Thoughts" 1. Coffee mate, 'Foam Diva' 2. Tubi, 'The Z-Suite' 3. Hims & Hers, 'Sick of the System' 4. Fetch, "The Big Reward" 5. OpenAI, 'ChatGPT | The Intelligence Age' 1. Michelob ULTRA, 'The Ultimate Hustle' 2. Lay's, 'The Little Farmer' 3. Stella Artois, 'David and Dave' 4. Bud Light, 'Big Men on Cul-De-Sac' 5. NFL, 'Somebody' 1. Coffee mate, 'Foam Diva' 2. Tubi, 'The Z-Suite' 3. Hims & Hers, 'Sick of the System' 4. OpenAI, 'ChatGPT | The Intelligence Age' 5. Cirkul, 'You Got Cirkul' All three classes rated the Lay's "The Little Farmer" creative as one of the best, with Avery Kisner saying, "The spot connected back to the product, unlike many commercials that tell stories yet have nothing to do with their product. So, when I remember the Little Farmer, I always remember it's Lay's." "Classic heartfelt Super Bowl ad, executed well," added Jake Ogburn. "I loved that this empowered a young girl to be independent and feel empowered," said Gabrielle Topfer, whose thoughts were echoed by Sofia Startz: "I loved the nostalgic feel of being a child and how Lay's incorporated storytelling by not just selling a bag of chips but the story behind it." Storytelling grabbed the attention of student Charley Simpson, who saw Stella Artois' spot as a perfect production blend. 'Loved the storytelling aspect of the commercial …the plot caught my attention right away, moving into David & Dave meeting, it was entertaining and easy to follow," said Simpson. "I liked how they bonded over the product, yet the product wasn't introduced until the end of the commercial, allowing the viewer to enjoy the commercial without feeling pressured to immediately engage with the brand." Bailey Diamond kept the focus on the Anheuser-Busch brands in the national lineup, this time heading over to the neighborhood block party and Bud Light's solid use of star power. "A perfect way of adding in celebrities that felt authentic to the brand and felt like everyday users of the product," noted Diamond of the 60-second spot that finished seventh in the overall Ad Meter ratings. "Post Malone, Shane Gillis, and Payton Manning were the perfect 'Holy Trinity' of a singer, comedian, and athlete they could use for the commercial." AB's domination in the top 10 also included the Michelob Ultra commercial, which student Sophia Richards saw as the right blend of recognizable faces for the intended audience: "Great celebrities for the age demographic that consumes alcohol. Funny." Another commonality among the three classes was the positive feedback for the NFL's "Somebody," ad. Repetition creating a powerful cascade of emotions, the 60-second spot highlighted "a good message" according to student Matt Stoutenborough, while classmate Gabrielle Topfer noted the commercial showed how it's "important to encourage kids at a young age to be confident in who they are." As for the NFL's setting and use of the Big Easy? "Being from New Orleans, this commercial was relatable and extremely heartfelt," said Kate Bensel. The TCU students all agreed that Coffee mate's "Foam Diva" missed the mark, with each class selecting the 30 seconds of tongue-dancing theatrics as the least-favorable ad of the night. "This ad was weird and disturbing," said Camie McLeod of the commercial, which finished 55th (out of 57) in the Ad Meter ratings. OpenAI's first jump into the national lineup on advertising's biggest stage also didn't land with the TCU collective. Student Jacqui Cook explained that the campaign was "too futuristic," while Matt Stoutenborough focused on the creative swing and miss: "I was unaware of what it was about." Other spots that failed to make a positive impression on the Horned Frogs mirrored many of the commercials that finished near the bottom of the pack, with the last-place spot from Fetch holding a notorious distinction in the Big Game for student Jack Borek: "First commercial where I actually looked away disinterested." The TCU students ultimately highlighted how the next generations of sports marketing, media, and even business talents can view personal opinions within a larger context, including other age demographics. One of the best examples of this constructive conversation came from student Catalina Aria, who is from Costa Rica. Her insightful observations toward the Poppi campaign highlighted the challenges brands face with capturing Gen-Z while keeping some relevance with older consumers. "I'm surprised by Poppi's low rating, especially since they collaborated with influencers like Alix Earle and Jake Shane," she began. "Having seen behind-the-scenes content from the campaign beforehand, I was excited to see the commercial … this made me realize that while these influencers are highly relevant to our generation, their reach may not extend across all demographics." Will there ever be a Super Bowl advertising home run that connects with nearly all the 120-million-plus viewers? It's a question that brands and creative agencies often grapple with as they search for "that great Big Game ad." For Jack Borek, the formulaic tug-of-war was very much present in the overall Super Bowl 59 campaigns: "Ads that played on human emotion connected with me the best, like the Lay's ad," Borek said. "But I also really liked the creative use of celebrities in Jeep, Uber Eats, Bud Light and more which added comedy… "Ads that I rated the best tended to have a combination of both concepts." USA TODAY Ad Meter would like to thank Texas Christian University for participating in the 2025 Marketing Spotlight, with a special note of gratitude to Professors Kevin Smith, Megan Korns Russell and Dr. Catherine Coleman. This article originally appeared on USA TODAY: 2025 USA TODAY Ad Meter Marketing Spotlight: TCU
USA Today
17-02-2025
- Entertainment
- USA Today
2025 USA TODAY Ad Meter Marketing Spotlight: TCU's top 5 and bottom 5
2025 USA TODAY Ad Meter Marketing Spotlight: TCU's top 5 and bottom 5 For the second straight year, USA TODAY Ad Meter has welcomed creative minds and future marketing and business management maestros from universities and colleges to weigh in on the national Super Bowl commercials. As part of the marketing spotlight program, the movers and shakers of tomorrow let their voices be heard today. It's a debut for Texas Christian University, a private research university located in Fort Worth, Texas – and the inaugural panelists didn't disappoint. The school had students from the Bob Schieffer College of Communications and Neeley School of Business rate this year's Super Bowl commercials, creating a mix of opinions that produced some of the most comprehensive breakdowns of the Big Game spots. How did the Horned Frogs' collective opinions compare to the overall Ad Meter ratings? TCU steps into the Marketing Spotlight. SUPER BOWL COMMERCIALS 2025: Watch big game's best ads, Budweiser Clydesdales return TCU New Media (Class 1) Top 5 1. Instacart, "We're Here" 2. Michelob Ultra, "The ULTRA Hustle" 3. Novartis, "Your Attention, Please" 4. Hellmann's, "When Sally Met Hellmann's" 5. Lay's, "The Little Farmer" TCU New Media (Class 1) Bottom 5 1. Coffee mate, "Foam Diva" 2. Tubi, "Cowboy Head" (note: not part of the Ad Meter ratings, but discussed during post-ratings class conversation) 3. Mountain Dew, "Kiss from a Lime" 4. Cirkul, "You got Cirkul" 5. OpenAI, "ChatGPT | The Intelligence Age" TCU New Media (Class 2) Top 5 1. Lay's, "The Little Farmer" 2. Google, "Dream Job" 3. NFL, "Somebody" 4. Hellmann's, "When Sally Met Hellmann's" 5. Poppi, "Soda Thoughts" TCU New Media (Class 2) Bottom 5 1. Coffee mate, 'Foam Diva' 2. Tubi, 'The Z-Suite' 3. Hims & Hers, 'Sick of the System' 4. Fetch, "The Big Reward" 5. OpenAI, 'ChatGPT | The Intelligence Age' TCU Sports & Entertainment Marketing Top 5 1. Michelob ULTRA, 'The Ultimate Hustle' 2. Lay's, 'The Little Farmer' 3. Stella Artois, 'David and Dave' 4. Bud Light, 'Big Men on Cul-De-Sac' 5. NFL, 'Somebody' TCU Sports & Entertainment Marketing Bottom 5 1. Coffee mate, 'Foam Diva' 2. Tubi, 'The Z-Suite' 3. Hims & Hers, 'Sick of the System' 4. OpenAI, 'ChatGPT | The Intelligence Age' 5. Cirkul, 'You Got Cirkul' What worked? All three classes rated the Lay's "The Little Farmer" creative as one of the best, with Avery Kisner saying, "The spot connected back to the product, unlike many commercials that tell stories yet have nothing to do with their product. So, when I remember the Little Farmer, I always remember it's Lay's." "Classic heartfelt Super Bowl ad, executed well," added Jake Ogburn. "I loved that this empowered a young girl to be independent and feel empowered," said Gabrielle Topfer, whose thoughts were echoed by Sofia Startz: "I loved the nostalgic feel of being a child and how Lay's incorporated storytelling by not just selling a bag of chips but the story behind it." Storytelling grabbed the attention of student Charley Simpson, who saw Stella Artois' spot as a perfect production blend. 'Loved the storytelling aspect of the commercial …the plot caught my attention right away, moving into David & Dave meeting, it was entertaining and easy to follow," said Simpson. "I liked how they bonded over the product, yet the product wasn't introduced until the end of the commercial, allowing the viewer to enjoy the commercial without feeling pressured to immediately engage with the brand." Bailey Diamond kept the focus on the Anheuser-Busch brands in the national lineup, this time heading over to the neighborhood block party and Bud Light's solid use of star power. "A perfect way of adding in celebrities that felt authentic to the brand and felt like everyday users of the product," noted Diamond of the 60-second spot that finished seventh in the overall Ad Meter ratings. "Post Malone, Shane Gillis, and Payton Manning were the perfect 'Holy Trinity' of a singer, comedian, and athlete they could use for the commercial." AB's domination in the top 10 also included the Michelob Ultra commercial, which student Sophia Richards saw as the right blend of recognizable faces for the intended audience: "Great celebrities for the age demographic that consumes alcohol. Funny." Another commonality among the three classes was the positive feedback for the NFL's "Somebody," ad. Repetition creating a powerful cascade of emotions, the 60-second spot highlighted "a good message" according to student Matt Stoutenborough, while classmate Gabrielle Topfer noted the commercial showed how it's "important to encourage kids at a young age to be confident in who they are." As for the NFL's setting and use of the Big Easy? "Being from New Orleans, this commercial was relatable and extremely heartfelt," said Kate Bensel. What didn't work? The TCU students all agreed that Coffee mate's "Foam Diva" missed the mark, with each class selecting the 30 seconds of tongue-dancing theatrics as the least-favorable ad of the night. "This ad was weird and disturbing," said Camie McLeod of the commercial, which finished 55th (out of 57) in the Ad Meter ratings. OpenAI's first jump into the national lineup on advertising's biggest stage also didn't land with the TCU collective. Student Jacqui Cook explained that the campaign was "too futuristic," while Matt Stoutenborough focused on the creative swing and miss: "I was unaware of what it was about." Other spots that failed to make a positive impression on the Horned Frogs mirrored many of the commercials that finished near the bottom of the pack, with the last-place spot from Fetch holding a notorious distinction in the Big Game for student Jack Borek: "First commercial where I actually looked away disinterested." The overall takeaway from the Super Bowl 59 commercial run? The TCU students ultimately highlighted how the next generations of sports marketing, media, and even business talents can view personal opinions within a larger context, including other age demographics. One of the best examples of this constructive conversation came from student Catalina Aria, who is from Costa Rica. Her insightful observations toward the Poppi campaign highlighted the challenges brands face with capturing Gen-Z while keeping some relevance with older consumers. "I'm surprised by Poppi's low rating, especially since they collaborated with influencers like Alix Earle and Jake Shane," she began. "Having seen behind-the-scenes content from the campaign beforehand, I was excited to see the commercial … this made me realize that while these influencers are highly relevant to our generation, their reach may not extend across all demographics." Will there ever be a Super Bowl advertising home run that connects with nearly all the 120-million-plus viewers? It's a question that brands and creative agencies often grapple with as they search for "that great Big Game ad." For Jack Borek, the formulaic tug-of-war was very much present in the overall Super Bowl 59 campaigns: "Ads that played on human emotion connected with me the best, like the Lay's ad," Borek said. "But I also really liked the creative use of celebrities in Jeep, Uber Eats, Bud Light and more which added comedy… "Ads that I rated the best tended to have a combination of both concepts." USA TODAY Ad Meter would like to thank Texas Christian University for participating in the 2025 Marketing Spotlight, with a special note of gratitude to Professors Kevin Smith, Megan Korns Russell and Dr. Catherine Coleman.
Associated Press
10-02-2025
- Business
- Associated Press
Stagwell (STGW) Agencies 72andSunny, Allison, Anomaly, Code and Theory, Colle McVoy, HUNTER, Jasper Advisors and Trade X Partners Deliver Standout Moments During and Surrounding Super Bowl LIX
Three Spots Earned Top 10 Honors from USA Today Ad Meter NEW YORK and NEW ORLEANS, Feb. 10, 2025 /PRNewswire/ -- Stagwell, the challenger network built to transform marketing, and its network of award-winning agencies aired four standout spots during this year's Super Bowl LIX for clients Bud Light, the National Football League (NFL) and Starbucks. Alongside the Big Game, Stagwell agencies led high-impact off-field campaigns and activations for clients including Budweiser, Don Julio, Frank's RedHot, GoDaddy, Perdue Chicken and more. The on-air work includes some of the leading campaigns including three of the top 10 highest-rated commercials on the USA TODAY Ad Meter. The critical acclaim underscores the creative and strategic impact of Stagwell's agencies in sports and marketing. In the lead up to Super Bowl LIX, last week Stagwell hosted a SPORT BEACH Clubhouse in New Orleans and continues to cement its sport presence. 'The Super Bowl has become a moment where sport meets culture,' said Stagwell Chairman and CEO Mark Penn. 'In a sea of mediocrity, the work of Stagwell agencies like 72andSunny and Anomaly stands out for its creativity and cultural relevance.' Super Bowl Advertising Spotlight NFL " Somebody | It Takes All of Us" – 72andSunny rolled out its powerful Big Game ad featuring NFL players mentoring children through the NFL's partnerships with Big Brothers Big Sisters of America, Special Olympics, and the InSide Out Initiative. The ad was ranked in the top three in The New York Times' roundup. NFL " Flag 50" – 72andSunny and the NFL went back to the 80's for an ad that aired after halftime during the broadcast. This nostalgic spot stars dynamic varsity flag football stars and encourages viewers to advocate varsity flag football in 50 states. The campaign earned 4.5 stars in Ad Age's review. Bud Light " Big Men on Cul-de-Sac" – Anomaly carried on its tradition of leading Bud Light's Super Bowl campaign. The 60-second spot for Bud Light aired during the game and starred musician Post Malone, comedian Shane Gillis, and NFL legend Peyton Manning. They brought Big Men on the Cul-de-Sac (BMOC) energy to the Big Game. Bleacher Report ranked the ad in the top three in 2025. Starbucks " Hello Again"– Anomaly helped Starbucks power its comeback with a bold new campaign. The coffee giant, which recently introduced an initiative focusing on its personal touch, featured a pre-game Super Bowl ad backed by AC/DC's 'Thunderstruck.' A follow-up post-game ad used the same song to promote a free tall coffee for rewards members the day after the game. Advertisements Beyond the Broadcast Perdue Chicken 'Wing It' – Colle McVoy partnered with Perdue Chicken, where Comedian Wayne Brady 'winged it' with improvised livestream performances during the game drawing from key game moments, commercials, and viewer requests. The partnership encouraged viewers to rethink Super Bowl rituals. Frank's RedHot 'That's Red Hot' – Colle McVoy also debuted a fresh spot with Frank's Red Hot featuring Paris Hilton. The ad showed Paris whipping up gameday recipes while inviting fans to show how they spice up their dishes with Frank's. Viewers had a chance to win cash prizes, along with a crystal-bedazzled bottle of Frank's RedHot. Off the Field Highlights Allison helped clients including Budweiser, GoDaddy and with media strategy leading up to the Big Game, securing hundreds of media placements and millions of impressions for Budweiser's Clydesdale Super Bowl return; GoDaddy's launch of its AI-powered website builder, GoDaddy Airo; and bookable Big Game experience with exclusive access to Super Bowl tailgates and meet-and-greets. Allison also supported several high-impact onsite activations for clients Dexcom, Good Sports, GNC, and Special Olympics. Dexcom debuted with Mike Golic Sr. sharing his diabetes journey and how their Stelo biosensor helped manage blood sugar. Good Sports brought Kyle Rudolph to promote youth sports accessibility, while GNC created buzz with branded Lyft cars, a smoothie hut, and appearances by Steelers legends Joey Porter Sr. and Ryan Clark. Special Olympics returned with Broncos LB Alex Singleton discussing inclusive health initiatives alongside a youth athlete. Anomaly collaborated with Don Julio and Popeyes to launch a limited-edition Championship Lineup menu. The one-day-only menu blended Louisiana-style fast food with luxury spirits, featuring a Tequila Don Julio Reposado flavored chicken sandwich and wings. Code and Theory partnered with the NFL to reimagine the fan-first experience with the new NFL app, enhancing game-day streaming and real-time stats. The app integrates personalized content, live updates, and streamlined navigation, creating an immersive, user-centric platform for football fans. Ahead of the Big Game, Code and Theory also helped an NFL playoff championship team, The Washington Commanders, with a major rebrand – twice. The agency led the transition from the team's original moniker to the interim 'Washington Football Team' and, ultimately, to the powerful and permanent identity of the Washington Commanders. HUNTER partnered with TABASCO and local Chef Alden Boudy to showcase how TABASCO can elevate pizza on National Pizza Day in New Orleans. The agency also supported media relations for STōK Cold Brew Coffee's Super Bowl ad featuring Wrexham AFC, Rob McElhenney, Ryan Reynolds, and Channing Tatum in a fun campaign to elevate goal scoring celebrations. Lastly, HUNTER helped launch TurboTax's 12th annual Super Bowl commercial, securing high-impact media coverage for the brand's Big Game creative featuring Issa Rae. Jasper Advisors supported NWSL Commissioner Jessica Berman and WNBA's Shana Stephenson ahead of Super Bowl Weekend, preparing Berman for media interviews and Stephenson for a panel on sports, community, and identity. Trade X Partners developed and activated for Perdue Chicken supporting 'Game Day' with Super Bowl adjacent content starring actor, chef and Perdue partner Valerie Bertinelli telling 'CBS Mornings' how she likes to serve up her wings. To learn more about Stagwell's presence at Super Bowl LIX, visit About Stagwell Inc.
Yahoo
10-02-2025
- Entertainment
- Yahoo
Budweiser Wins USA TODAY's 37th Annual Ad Meter Competition
"First Delivery" commercial grabs the reins as champion of this year's competition NEW YORK, NY, February 10, 2025--(BUSINESS WIRE)--USA TODAY, part of Gannett Co., Inc. (NYSE: GCI), announced Budweiser, part of Anheuser-Busch beers as the winner of the 37th USA TODAY Ad Meter competition. The annual program serves as the leading industry tool for gauging public sentiment and opinions regarding advertisements broadcast nationally during the Super Bowl. The "First Delivery" spot is set to the song "Let Your Love Flow" by the Bellamy Brothers starring a Clydesdale foal delivering a keg to a bar after falling off a wagon. The ad incorporates the tagline, "This Bud's For You," celebrating the determination that defines the American spirit. USA TODAY Ad Meter panelists rated ads from February 5 to February 10 (1:00 a.m. EST), resulting in over 173,000 registrations. Registered panelists were required to rate all eligible Super Bowl commercials that aired during the game, from kickoff to the 2-minute warning in the fourth quarter, scoring each from one as the lowest to five as the highest. The commercial with the highest average rating was named the winner. The top five ads, as rated by the 2025 USA TODAY Ad Meter panelists are: Budweiser: "First Delivery" – Score: 3.56 Lay's: "The Little Farmer" – Score: 3.55 Michelob Ultra: "The ULTRA Hustle" – Score: 3.52 Stella Artois: "David + Dave" – Score: 3.51 NFL: "Somebody" – Score: 3.49 "Cheers to Budweiser as the 2025 USA TODAY Ad Meter champion. With each passing year, USA TODAY Ad Meter engages a captivated audience of pop culture and sports fans alike," said USA TODAY Senior Vice President, Monica Richardson. "Given the popularity of Ad Meter, USA TODAY is launching USA TODAY Movie Meter as a platform for movie enthusiasts to rate their 'Film of the Year' based on the Oscar nominations as USA TODAY continues to innovate as the place for content the nation needs and wants." For more details about the 37th USA TODAY Ad Meter results, previous winners, and more, visit ABOUT USA TODAY Since its introduction in 1982, USA TODAY has been a cornerstone of the national media landscape under its recognizable and respected brand. It also serves as the foundation for our newsroom network which allows for content sharing capabilities across our local and national markets. Through USA TODAY, we deliver high-quality, trusted content with a commitment to balanced, unbiased journalism, where and when consumers want to engage. Across our digital platforms we reach an audience of approximately 79 million unique visitors each month (based on December 2023 Comscore Media Metrix®). ABOUT GANNETT Gannett Co., Inc. (NYSE: GCI) is a diversified media company with expansive reach at the national and local level dedicated to empowering and enriching communities. We seek to inspire, inform, and connect audiences as a sustainable, growth focused media and digital marketing solutions company. We endeavor to deliver essential content, marketing solutions, and experiences for curated audiences, advertisers, consumers, and stakeholders by leveraging our diverse teams and suite of products to enrich the local communities and businesses we serve. Our current portfolio of trusted media brands includes the USA TODAY NETWORK, comprised of the national publication, USA TODAY, and local media organizations in the United States, and Newsquest, a wholly-owned subsidiary operating in the United Kingdom. Our digital marketing solutions brand, LocaliQ, uses innovation and software to enable small and medium-sized businesses to grow, and USA TODAY NETWORK Ventures, our events division, creates impactful consumer engagements, promotions, and races. SOCIAL MEDIA X: Instagram: Facebook: LinkedIn: YouTube: View source version on Contacts MEDIA CONTACTS Lark-Marie AntónChief Communications Officer(646) 906-4087lark@ Heather GidalySenior Director, Communications(845) 304-3282hgidaly@ Sign in to access your portfolio
USA Today
10-02-2025
- Entertainment
- USA Today
Budweiser commercial starring beloved Clydesdales wins USA TODAY Ad Meter
Budweiser commercial starring beloved Clydesdales wins USA TODAY Ad Meter Show Caption Hide Caption Catherine O'Hara, Willem Dafoe dish on pickleball, new Super Bowl ad Catherine O'Hara and Willem Dafoe chat with USA TODAY's Ralphie Aversa on the set of their new Super Bowl commercial with Michelob Ultra. In a Super Bowl commercial lineup that leaned into artificial intelligence, nonspecific meditations on divisiveness and the usual smattering of celebrities, Budweiser rose above the chaff with a proven formula. Clydesdales. For the ninth time, Budweiser emerged as the winner of USA TODAY's Ad Meter contest, with viewers voting 'First Delivery,' a tale of a Clydesdale foal proving its mettle, the No. 1 commercial during Sunday's game broadcast. It marks a return to the winner's circle for Budweiser, which claimed its first Ad Meter title in 1999 yet hadn't reached that No. 1 spot in 10 years. And it was a banner year overall for Anheuser-Busch, which led all alcohol products by purchasing 3 ½ minutes of advertising time – at around $7 million per 30 seconds – and saw a payoff in viewer approval. Budweiser edged Lay's 'The Little Farmer,' which finished second on the strength of an authentic backstory of potatoes sourced to domestic farms. Yet it was an InBev flood after that. Michelob Ultra placed third with its 'Ultra Hustle' spot featuring actors Willem Dafoe and Catherine O'Hara as advanced-age pickleball paragons. Stella Artois, with soccer star David Beckham and Matt Damon in a separated-at-birth saga, followed in fourth, while exurban America cul-de-sac bros Peyton Manning, Post Malone and comic Shane Gillis helped Bud Light to an eighth-place finish. But it was the anchor brand that finished above it all, proof that a time-tested visual (horses) and a recognizable brand go a long way on a Super Sunday where consumers are increasingly distracted by second and third screens. 'We hear from our fans that Super Bowl is just not the same without the iconic Clydesdales,' says Dean Norrington, Anheuser-Busch's chief marketing officer. '(Special Delivery) reinforces that we've been delivering since 1876 and will continue for decades to come.' If AdMeter voters are any indication, some dint of authenticity – and an earlier time slot in a game that finished Eagles 40, Chiefs 22 – certainly helped. An Open AI ChatGPT spot finished 54th out of 58 ads slotted from kickoff to the final gun. A Meta x Ray-Ban collab landed in 45th. Only Google, with a voice assistant helping a struggling professional with a cover letter, performed well among voters, ranking 15th. Other spots similarly vexed viewers. Tom Brady and Snoop Dogg, the latter fresh off an appearance at a presidential inaugural ball, mad-dogged each other and yelled hateful epithets, apparently to prove a point about stamping out hate. Coffee mate's first Super Bowl spot ever was oddly conceived, as the protagonist's ability to manipulate his tongue apparently didn't sell fans on the merits of their cold foam product; it placed 56th. Fetch and Tubi, meanwhile, had the misfortune as emerging brands placed in the latter slots of a blowout game, perhaps explaining their positions in the last two spots. The much-anticipated reunion of Meg Ryan and Billy Crystal reenacting their iconic diner scene in "When Harry Met Sally" connected sufficiently for Hellmann's, rounding out a top 10 that also featured both NFL ads. Yet at the top was an old reliable. Budweiser sat out the big game altogether in 2021 and didn't solidify its spot for this Super Bowl until the waning weeks of the run-up. And then it was foal steam ahead. 'This is a privilege, that our company and brands get associated with this massive moment in culture,' says Corrington. 'It means a lot, not only to our marketing team but to the 65,000 people in our Anheuser-Busch system that make this the moment it deserves to be in culture in America. 'We don't take that privilege lightly.' The USA TODAY app gets you to the heart of the news — fast. Download for award-winning coverage, crosswords, audio storytelling, the eNewspaper and more.
