Which were the five worst Super Bowl ads of 2013?We made a snap judgment late last night on the five ads we thought were the best that aired in the Super Bowl. In the cold light of morning, we’re confident we got that call right.
But it’s harder to pick the worst ads. “Worst” has a certain subjectivity to it. Is an ad bad because it’s not to your taste, not targeted at your demographic, or simply because you don’t remember seeing it or the product it advertised?
We used our own judgment and coupled that with a survey of media reviews.
We looked at Unruly Media’s Viral Video chart, which measures which ads are being shared the most — and the least — on Facebook and blogs.
We also ran a poll of more than 11,000 Business Insider readers — more than take part in USA Today’s Super Bowl Ad Meter. (And, yes, we looked at USA Today’s Super Bowl Ad Meter.)
After doing that, five spots emerged as the least successful of the evening. Here they are:
BUDWEISER BLACK CROWN
This ad was stylish but didn’t say much about the beer — which is a problem if you’re launching a new beer. It didn’t entertain in a big way, as former Bud ads have done. It came in at the bottom of the Unruly viral chart and was viewed on YouTube just 24,000 times by 10 a.m. the next morning.
Ad Age made this one of its worst picks “because a CGI goldfish singing to a beer bottle makes no sense in any universe. Someone was consuming something other than beer when this was created. And when it was approved.” We agree. A waste of $3.8 million.
Go Daddy’s ad, starring model Bar Refaeli making out with “Walter,” a tech nerd, was one of the more memorable spots of the game but the online reaction is largely negative. People were grossed out by the extended closeup of the kissing, and the sounds that went with it.
By about 10 a.m. the next morning, Mio’s ad starring Tracy Morgan was the only one in the Business Insider poll to have received exactly zero votes. That’s quite an achievement considering readers were allowed to vote more than once.
THE CHURCH OF SCIENTOLOGY:
We explained how this ad for Scientology got into the Super Bowl here. But even so, if there’s one place you don’t want to be asked about the meaning of life, it’s when you’re waiting to find out if the Ravens can fend off a late-game post-blackout surge from the 49ers! Plus, the ad only gained a few tens of thousands of views on YouTube after being aired. No one, apparently, was interested.
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