6 Spots That Won The 2018 Super Bowl

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Advertisers played it safe this year, opting for funny ads full of celebrities rather than politically-charged ones—and it paid off. Here are the best of the best and what they did right…

Plenty of brands got political last year, but this year, they stayed on the sidelines. One branding exec explained to the Wall Street Journal that, “The fear of a Twitter attack is fueling the play-it-safe approach.” And it’s no wonder; brands have learned that trying to tap into the political climate can blow up in their face at the fast pace of social (lest we forget Pepsi). Instead, three themes pervaded the Super Bowl ads of the night: humor, celebrities, and activism. A-listers and up-and-coming TV stars alike headlined the ads, with several spots switching from celeb to celeb at dizzying speeds. Tapping into TV fandoms propelled two ads in particular to the top, proving how “celebrity” is being redefined by young viewers. The top ads of the night also kept it light, opting for ridiculous over real. This didn’t work out for everyone (ahem, Diet Coke)—but for many, humor was an effective way to win over consumers seeking an escape from the everyday.

The other theme of the night was a hit-or-miss for brands, but there were more misses than hits. Many brands tried to show off their social good for young viewers; not a bad idea considering Ypulse data has found Millennials & Gen Z expect brands' beliefs to align with their own. Unfortunately, some missed the mark (like Ram Trucks) and others were just lost in the clutter of "cause fatigue."

Here are the ads that stood out, winning over viewers and generating the most post-game buzz:

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingDoritos & Mountain Dew

PepsiCo leveraged Next Level Fandoms to release a winning Super Bowl ad. The ad has accrued over 10 million views online and is the…

 
 

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The Newsfeed

“I move around every few years so it would be a huge hassle to have to buy and sell property so frequently.”—Female, 28, IN

Gen Z will spend the most on rent of any generation, but Millennials aren’t far behind. HotPads estimates that 2-20-year-olds will spend $226,000 on rent before they buy a home and 24-38-year-olds will ring in at $202,000. Despite the difference, Gen Z will own their first home one year earlier than Millennials because they’ll have “a stronger job market than [M]illennials”—but, despite the myths, they are buying homes in greater numbers. PS: Los Angeles tops the list of where young demos will spend the most on rent. (Business Insider)

What’s behind board games' popularity today? The NPD Group found that board games grew 8% compared to the toy industry’s overall growth of 8% in the past year and has “no signs of slowing down.” Digital detoxing plays a part, as more Millennial parents worry about their kids’ screen time and seek toys that foster face-to-face relationships. But despite the analog appeal, games are also getting high-tech and the word-of-mouth media they receive propels social media-friendly games like Pie Face to the top of toy charts. (Kidscreen)

Parents still have the most influence over kids today, but online celebrities are also top role models. Mintel research found that 86% of 6-17-year-olds say their parents are among their top role models, 62% say teachers, and 41% say siblings. But the top kind of celebrity that gets added to the category are social media celebrities at 35%, followed closely by musicians and athletes. Only 22% said actors were among their top role models and just 16% said the President. (MediaPost)

Disney has a new beverage to fill your Instagram feed: The Purple Wall Slushie. The Millennial & Gen Z-loved company has had no problem coming up with social media-friendly items, from Baby Groot bread to a viral Beauty and the Beast-inspired tumbler, and now they’ve rolled out a boba and taro beverage at Disney World. The Purple Wall is a famous destination to snap a pic for social media in the Magic Kingdom, and this slushy is made specifically to match up with the wall (and monetize on it). (POPSUGARInsider)

Speaking of Instagrammability, the Space Needle’s new, clear benches are sure to make for a thrilling photo op. The iconic viewing deck for the Seattle skyline has been in the midst of a makeover to create a better (and decidedly more social media-worthy) viewing experience. A metal base and caging has been replaced with a high glass wall from floor to sky, and so-called “skyrisers” will let visitors sit right on the edge of it all—and snap a selfie. (Curbed)

“People have been planning outfits since the start of the year [for prom].”—Male, 15, NC

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