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Hyundai Super Bowl Ad Tops Facebook, While Budweiser's Helen Mirren Spot Leads Twitter

While Facebook "had a rough night with its Sports Stadium feature, brands on the 1.5 billion user-strong social network still scored" during Super Bowl 50, with Hyundai "leading the way," according to Tim Baysinger of ADWEEK. The automaker aired four ads around the Super Bowl, with "The Chase" coming out "on top on Facebook, garnering more than 14 million views Sunday night." Meanwhile, Helen Mirren's anti-drunk driving spot for Budweiser "was right behind it." There was a "steep drop-off after those two ads" (ADWEEK.com, 2/8). The WALL STREET JOURNAL's Nick Niedzwiadek notes Kia enlisted IBM's Watson in hopes that it would "bolster its Christopher Walken-led Super Bowl ads on social media platforms by targeting 'influencers' most receptive to Kia’s messaging." Data from Networked Insights shows that while the ad "helped spark nearly 16 times more conversation on Twitter about the actor," the automaker "only saw a modest 6.4-times increase from its daily average over the previous 30 days." In terms of Twitter traffic, Budweiser "was the biggest winner among Super Bowl advertisers." The brewer had "more than 53 times the usual brand mentions than over the past month," benefiting from Broncos QB Peyton Manning's "shout-out during his postgame interview." Fellow A-B brands Bud Light and Shock Top also "enjoyed considerable bumps on social media." Steve Harvey and Drake -- both representing T-Mobile -- were the "most talked about celebrity endorsers." Actor Scott Baio "got the biggest increase in social media interest over the past month" for his cameo in Avocados From Mexico's spot (WALL STREET JOURNAL, 2/9).

MAKING AN IMPRESSION: In L.A., Paresh Dave noted Snapchat "hosted its own helping of ads on Super Bowl Sunday, including an animated filter purchased by Gatorade that made it look as if a bucket of the drink was being dumped on the photo subject." Gatorade said Monday that the animation, known as a Lens to Snapchat users, had been "viewed more than 100 million times" (LATIMES.com, 2/8). In Houston, David Barron cites research from video ad tech company Unruly as showing that Doritos' "Ultrasound" ad was the "most-shared ad on Facebook and in blog posts." But the company noted that ad sharing was down 36% as brands "took a more cautious approach and a more 'lukewarm' approach to humor." Meanwhile, TiVo said that the "most-replayed" ads among its subscribers were Doritos' "Ultrasound," Mtn Dew Kickstart's "PuppyMonkeyBaby," Taco Bell's Quesalupa spot, Buick's ad for its Cascada convertible and Pepsi's pre-halftime ad featuring singer Janelle Monae (HOUSTON CHRONICLE, 2/9).

STAR POWER: ADWEEK's Tim Nudd wrote the Super Bowl's worst commercials "were ones that you expected more from -- those featuring much buzzed-about celebrities, in particular." Hopes "were high when LG announced that Liam Neeson would star in LG's first-ever Super Bowl commercial -- a year after his fun turn in a Clash of Clans ad --and that both Ridley and Jake Scott were working on it." It was a surprise that it "turned out to be such a dud." The spot was a "cheesy, overwrought mess that wastes Neeson's charm in service to a sci-fi storyline that just ends up being confusing" (ADWEEK.com, 2/8). In Detroit, Charlie Wollborg deemed comedian T.J. Miller the "best actor in a comedic role" for "trading barbs with a Shock Top beer tap handle." The copy was "funny and engaging -- and most importantly -- the product was front and center for the whole spot." Wollborg gave Amy Schumer and Seth Rogen the award for "best duo in a comedic role." The two "deliver the funny" for Bud Light in "one of the best 'beer brand anthem' commercials of all time." Drake received the nod for "best sense of humor," as his T-Mobile ad was "easily one of the funniest and most memorable of the night" (CRAINSDETROIT.com, 2/8). In Ft. Lauderdale, Dave Hyde noted Pro Football HOFer Dan Marino, who starred in a "great commercial with Alec Baldwin" for Amazon, is "no stranger to Super Bowl-themed commercials." Marino "did a Pepsi commercial" with fellow HOFer Joe Montana after their Super Bowl meeting in '85 (SUN-SENTINEL.com, 2/8).

NOT THE RIGHT PLACE OR TIME: Baker Street Advertising Senior VP & Exec Creative Dir Bob Dorfman said there are "some things you don’t want to think about during the Super Bowl while you’re eating your guacamole." Dorfman: "Toenail fungus is one of them, constipation is another, diarrhea is another. You need a lot of intestinal fortitude to watch some of these commercials.” Dorfman did say that he “loved” the "PuppyMonkeyBaby" ad because it “cut through all the clutter of everything else that’s out there, and it was just so sickeningly strange.” He said, “Everybody’s talking about it, and it’s very polarizing. People love it or hate, but they’re talking about it and that’s what you want." But CSN Bay Area’s Jim Kozimor called the Mtn Dew Kickstart effort “disturbing” (“Sports Talk Live,” CSN Bay Area, 2/8). ET's Kevin Frazier said the “PuppyMonkeyBaby” ad is the “stuff that nightmares are really made of” ("ET," 2/8).

O CANADA: Labatt Breweries of Canada, Nissan Canada and Toyota Canada took sponsorship roles on TSN's broadcast of Super Bowl 50. Other advertisers showcased included Doritos Canada, Hyundai Canada, KitKat, Burger King, Mazda Canada, President’s Choice Foods, President’s Choice Financial, Scotiabank, Sun Life Financial, Volkswagen Canada, BMO, Chartered Professional Accountants, GlaxoSmithKline, Mackenzie Investments and Wealthsimple. TSN's parent company, Bell Media, also ran a promo showcasing original Canadian productions (Bell Media).

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