00:00 [MUSIC PLAYING]
00:04 Every celebrity wants to be in a Super Bowl ad.
00:06 And it's almost a competition to see who's got the best celebrity.
00:09 I think $7 million is actually quite good value for money.
00:12 And everyone thinks I'm completely insane when I say that.
00:14 What other event in the world have you
00:16 got where everybody is watching the same thing at the same time
00:20 and everyone's talking about the adverts?
00:21 This is where we experience advertising together as a nation.
00:25 And I think there's no better stage to put your brand on than the Super Bowl.
00:28 Oreo have done a fantastic job, which is really exciting to see.
00:31 I have a delivery for Athena.
00:33 Twist on it?
00:34 Yeah.
00:34 Scream on the right, we'll let them in.
00:37 Oh, welcome to Troy.
00:39 Thank you.
00:40 But at the top at the moment, the best scoring ad at the moment
00:43 is Michelob Ultra.
00:44 And they've got Lionel Messi in their ad, which
00:46 I think is really quite funny.
00:48 Because you've got a soccer player advertising on a football night.
00:51 So that's quite entertaining.
00:52 But so far, they're in the lead.
00:54 They've got 4.8 stars out of 5.
00:56 So it's already making everyone, entertaining everyone.
00:58 So that's a good sign.
01:01 Mr. Messi.
01:02 They've used Lionel Messi to play football on the beach.
01:05 So he's showing off the thing that he's good at.
01:07 And this is the lesson for advertisers.
01:08 It's not enough just to put a celebrity in your ad.
01:11 You have to use them well to tell your story.
01:13 Doritos are the best performing Super Bowl advertisers
01:16 we've ever had in our database.
01:17 So every year, they always score very highly.
01:20 Another good one is T-Mobile.
01:21 T-Mobile, again, they always score very highly.
01:24 [MUSIC - T-MOBILE, "I NEED HOME INTERNET"]
01:25 And after that, I'd say Pringles and M&M's.
01:35 So basically, familiar brands.
01:36 They've got familiar characters.
01:38 They've got advertising that people recognize.
01:40 And every year, they raise the bar by making it more entertaining, more
01:43 funny.
01:44 And they do more on social media and in-store around the event itself
01:47 as well.
01:48 So they're the ones to watch out for.
01:50 The Super Bowl is one of those things where it's tradition, isn't it?
01:52 Everyone watches the game.
01:53 It's a family thing.
01:54 Something like 2/3 of all Super Bowl ads have a celebrity in.
01:58 And actually, they're not often sporting celebrities.
02:00 They're usually pop stars.
02:02 They're people we see on TV.
02:03 Oh, OK.
02:05 Can we not?
02:06 And that's what's great about Super Bowl.
02:08 It doesn't matter whether you're really into football or not.
02:11 It's entertainment for everybody.
02:12 So the great thing, I think, this year, as many years, it's funny.
02:15 It's entertaining.
02:16 There's lots of celebrity.
02:17 Everybody is involved.
02:19 And there's a really big all-star cast.
02:21 So I think sometimes, actually, not changing the winning formula
02:25 is often the best thing you can do.
