WATCH: Which Advertisers Scored a Win in the Super Bowl?
NEW YORK — It's a Tide ad or is it? After watching all the ads during Super Bowl LII, the detergent giant's hoping you have a sudden inkling to do lots of laundry.
Tide was one of the many winners during the big game. With NBC reportedly getting $5 million for a 30-second commercial, sponsors aimed at getting the biggest bang for their buck. Creating social media buzz is key to success in Super Bowl advertising, said Lisa Granatstein, an editor from ad week who spoke with Mike Pomp on "The WTSN Morning Information Center" on 98.1 WTSN.
Here's a look at the best and the worst of the biggest advertising showcase of the year.
Both "Solo" and "Avengers: Infinity War" left "Star Wars" and superhero geeks wanting more. You can watch both trailers below.
Gordon Ramsay, Rebel Wilson, Anthony Hopkins and Cardi B all fill in for Amazon's Alexa after she gets a case of laryngitis. We can't decide who we'd rather have fill in for our electronic assistant, but now, they kind of make Alexa seem a little boring in comparison.
The NFL scored with New York Giants quarterback Eli Manning and wide receiver Odell Beckham Jr. performing the choreography from the movie "Dirty Dancing" — complete with their version of Patrick Swayze's iconic lift of Jennifer Grey.
For thirty teams, Super Bowl isn’t the end of the season – it’s the start of next season. Watch Eli, @OBJ_3, @TheHumble_21 and the @Giants O-line put in the work in our #SBLII commercial. pic.twitter.com/QP6UducMYa— NFL (@NFL) February 5, 2018
Pepsico's brands Mountain Dew Ice and Doritos Blaze staged an epic rap lip sync battle between actors Morgan Freeman and Peter Dinklage, who respectively synced to Missy Elliott and Busta Rhymes.
The snack giant even put money into a social media campaign around the commercial, including a Snapchat filter.
Tide took a novel approach with "Stranger Things" actor David Harbor in ads that poked fun at typical Super Bowl commercials. Harbour popped up in familiar-looking ads that appeared to be about different products: a car, an insurance company, jewelry and Old Spice (another P&G product). The twist? They're really all Tide ads, because there are no stains on anyone's clothing.
"They had a lot of fun with it, and it was smart," Granatstein said.
The Red M&M finally gets his wish after being transformed into human form as Danny DeVito and suddenly no one wants to eat him. He may be short in stature but DeVito is never short on laughs.
Most people were REALLY excited for the "Crocodile Dundee" remake. The only problem, it's a spoof. The ad really is a tourism spot for Australia. Danny McBride would have made an awesome Dundee, but at least a minute of him reprising the role is better than nothing at all.
Well played, Australia.
Budweiser ditched the puppies and Clydesdales to showcase employees that send water to places in need. The company was on the right track showing support for those dealing with natural disasters. While being philanthropic is always welcome, tooting your own horn for millions of dollars feels disingenuous.
"I kept thinking instead of spending $5 million dollars on this ad why not send it to these areas," Granatstein said.
Next year, please bring back the puppies and Clydesdales.
Fiat Chrysler's Ram Trucks
Ram trucks used a speech by Martin Luther King, Jr., to illustrate its motto, "Built to Serve." The ad, timed to the 50th anniversary of the speech, showed people doing good deeds. But some thought the connection to the civil rights hero was too tenuous.
"Ram is being heavily criticized for its spot," said Tim Calkins, marketing professor at the Kellogg School of Management at Northwestern. "The use of MLK to promote Ram trucks strikes many people are crass and inappropriate."
Coca-Cola and Pepsi
Diet Coke attempted to be quirky by showcasing a woman awkwardly dancing to a rap song, but it garnered a lot of negative comments on social media when the approach came off more weird than quirky.
The ad ended up being "kind of lame," Granatstein said.
Despite its home run with the Doritos and Mountain Dew spots, Granatstein said Pepsi had one of the weakest nights because of the high bar they previously set. It's "not the most creative use of their money," Granatstein said.
Listen to Pomp's full interview with Granatstein below.
The Associated Press contributed material to this story.