What you need to know in advertising today

Mike Ehrmann/Getty ImagesMINNEAPOLIS, MN – FEBRUARY 04: Nick Foles #9 of the Philadelphia Eagles celebrates with the Lombardi Trophy after defeating the New England Patriots 41-33 in Super Bowl LII at U.S. Bank Stadium on February 4, 2018 in Minneapolis, Minnesota.

Advertisers shelled out at least $US5 million for 30 seconds of screen time time during this year’s Super Bowl.

But official sponsors weren’t the only ones that won: One of the biggest brand winners was Crock-Pot, which didn’t even have a commercial of its own.

Here are our picks for the winners and losers of Super Bowl 52.

And here’s a full recap of last night’s big game:

People hated Ram’s Super Bowl ad, which used a Martin Luther King speech to sell trucks. Many chimed in, saying they felt it was inappropriate of Ram to use an iconic Civil Rights speech to sell cars.

But they went crazy over Doritos’ hilarious Super Bowl commercial – which is even more brilliant than you realise. By advertising two brands in one commercial, the company killed two birds with one stone.

Verizon came back to the Super Bowl for the first time since 2011 with this incredibly emotional commercial celebrating first responders. Apart from Verizon, Budweiser also used the Super Bowl stage to highlight its community service efforts during the hurricanes that hit the southern US in 2016.

Danny McBride told us how he got involved in that fake ‘Crocodile Dundee’ movie, which was actually a $US27 million ad campaign for Australian tourism. McBride said he had to be a part of it just to see the reaction people would have.

Crock-Pot won the Super Bowl without even having a commercial. Since the slow-cooker episode of NBC’s “This Is Us” first aired on Jan. 23, digital content engagement around Crock-Pot has increased by 154%.

Wendy’s took a direct shot at McDonald’s beef in a savage Super Bowl ad. “The iceberg that sank the Titanic was frozen, too,” Wendy’s said in a Super Bowl commercial that took a shot at McDonald’s beef.

Only people in DC got to see a bizarre Super Bowl commercial with a Trump impersonator and the Redskins’ quarterback. It’s the second year the company, Cyprus Air Fireplace Systems, aired a regional commercial featuring “Trump.”

Netflix, Amazon and HBO handed NBC millions for Super Bowl ads – as they actively try and kill TV. It’s symbolic of a unique conundrum TV networks face currently where streaming services need to run ads during big live events on TV, but ultimately they threaten to hammer the TV ad business.

And ICYMI, here are all the ads that ran during the Super Bowl, in order. Some of the world’s biggest companies have spent millions on a premium spot for Sunday night’s show.

If you want to take a walk down memory lane, these are the most unforgettable Super Bowl commercials of all time. Whether heartwarming or funny, sad or downright weird, these commercials left an indelible impression on their audiences.

Follow us at


to be among the first to hear about news and updates from Business Insider.

sign up for the

Executive Summary

, a new biweekly newsletter that brings the latest marketing news, trends, and company updates straight to your inbox.

Business Insider Emails & Alerts

Site highlights each day to your inbox.

Follow Business Insider Australia on Facebook, Twitter, LinkedIn, and Instagram.