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Marketing & Advertising

2018 Super Bowl LII: Ad Highlights of the Night

Dominique Lyric Robinson February 5, 2018


Last night was a great night for football AND the world of advertising. I had a blast live tweeting in my pajamas while the Eagles and Patriots went at it for the title. As the Philadelphia Eagles made history with their first ever Super Bowl win, brands from all over made us laugh, cry and in some cases left us confused as to how the ad concept left the storyboard.

There were far too many ads to comment on so I have selected a few that got my attention.

Tear-Jerker Award


Winter Olympics Best of U.S.- Lindsay Vonn 

  • Who can deny any ad with Alicia Key’s belting, “Girl on Fire” followed by an emotionally inspiring video montage of Olympian Lindsay Vonn displaying the true spirit of getting back up after you have fallen.

Watch below:


Toyota “Good Odds”

  • Now this was a tear-jerker for me. Not because I have sympathy for the Paralympics, but because the concept of beating the odds is one that really gets to me. In life there are so many times where one won’t believe you have a chance because the “odds” aren’t in your favor. This ad instills motivates and reminds all of us that against all odds, we can conquer anything we put your minds to.
  • Oh and shoutout to Toyota USA for retweeting and replying back to me. We are besties now:)

Watch below:

Answering the Call

  • When I was in 5th grade, my family and I were in a house fire and lost almost everything except our lives. I remember dialing 9-1-1 and hearing how calm the person was on the opposite end was and how relieved I was to know that help was on the way. This ad was heart-felt, authentic and cathartic. Nice job Verizon.

Watch below:

Knee Slapper Award


  • This ad right here cracked me ALL. THE. WAY. UP. The lip sync battle between Peter Dinklage and Morgan Freeman is the ultimate comedic ad of the Super Bowl. Juxtaposing the Blaze Doritos and Mtn Dew Ice, Peter spits Busta Rhymes verse from “Look at Me Now” and Morgan ends with a bang with Missy Elliott’s classic, “Get Ya Freak On”. Busta and Missy make appearances in the midst of this battle which takes this ad to the next level. Another cool fact about this is that Busta and Missy have a new single out that just was released prior to the Super Bowl. Now that is how you capitalize on your moment! Listen here: https://www.rollingstone.com/music/news/hear-busta-rhymes-missy-elliotts-pulsating-song-get-it-w516268

Watch below:

Alexa Loses Her Voice- Amazon 

  • Imagine a world where our dear, reliable Alexa loses her voice. Well Amazon gives us a laugh as Cardi B plays, “Bodak Yellow” instead of country music, and a night terror as Anthony Hopkins creeps all of us out as he tells Jessica that her boyfriend, Brandon is a little “tied up”. Alexa, we need you to pop a cough drop sis and get back to work.

Watch below:

“Bragging Rights” Award

Michelob Ultra, “The Perfect Fit”

  • Chris Pratt’s humor and charm stood out in this comedic, booze ad. He trains for what he thinks is a leading role, only to find out he is an extra. What makes this ad so clever is the fact that this beer brand is for the fit and clearly, Chris is just that.
  • Major kudos to the fact that my agency, FCB Chicago is responsible for this ad. Bravo team!!

Watch below:

“ It’s a No For Me Dawg” Award

Pepsi Generations “This is the Pepsi”

  • So Pepsi ran this “comeback” ad as a way to remind all of us about the role the brand has played in all of our lives. While the stroll down memory lane felt like a b-roll montage of oldie but goodie clips, Pepsi is still on pause for a while after their lack their of cultural sensitivity with the Kendall Jenner spot that ran. Some of us aren’t over it yet, but I can’t help but kindly accept the indirect apology Pepsi is trying to make. I did love the “Pepsi who did the moonwalk” line but then I remembered that this was the Pepsi who set MJ on fire and I’m not quite over that yet either.

Watch below:


Dodge Ram Dr. Martin Luther King, Jr., “Built to Serve”

  • How many times will it take for brands to realize that it is not merely enough to say that you are honoring someone just for the hell of it. Your brand has to already have a position in the minds of consumers through REAL ACTIONABLE EVIDENCE before you can just shove a MLK speech down the their throats for Black History Month with a montage of people working hard. Race relations are at an all time high especially within the NFL, where a man who kneels during the National Anthem is exiled from the sport. Dodge you used Dr. King’s words about the value and importance of service to sell more trucks. This could have been taken lighter had you actually stood on a philanthropic movement FOR THE PEOPLE, but you didn’t because you don’t. Good intentions are not merely enough to justify this waste of a few million dollars that has now backfired in Dodge’s face.

Watch below:

Diet Coke, “Twisted Mango

  • Can you say corny af? Diet Coke took a huge risk using non-celebrity talent in this spot and it has backfired. I think I was supposed to laugh at the non-rhythmic motion of this new-comer actress’s body, but instead I found myself rewinding my DVR to see if I missed something. The only thing interesting about this ad was the fact that Diet Coke is launching several new SKUs that target millennials who are eager to drink healthier and have more options. If anything, the ad made me google the new product launch and now I will have some nice “mock tail” summer options.

Watch below:


“ Buy Now” Award

Wix.com Official 2018 Big Game Ad with Rhett & Link

  • Now I am WordPress gal, but after watching this ad, I am sure viewers everywhere just downloaded a new theme and I was two seconds from doing so myself. This simple, light-hearted tutorial-like ad showed viewers that building a website is as easy as 1-2-3. Budding entrepreneurs trying to get something live quick, easy and cheap, this one is for you. 

Watch below:

“Petty Patty” Award

Wendy’s- “Iceberg”

  • I love a nice brand jab every once in a while and Wendy’s has proven via social media that they are the kings and queens of shade. While boasting about their never frozen patties, Wendy’s uppercuts McDonald’s with line, “Skip the hamburgers at the Frozen Arches”. T.K.O.

Watch below:

This year’s ads get two thumbs up and another thumb from a friend:) I will go as far to say that this has been the best year for Super Bowl ads in years. This is why I do what I do. Fr moments like this. Advertising is more than just trying to make one buy something. Ads should make you feel something. Because when you feel, you start to take action. And when you take action, things can change.

If you are interested in watching all of the ads like I did, check them out below!


And if you missed my live tweets, be sure to check them out here: https://twitter.com/_lyricsbylyric



Dominique Lyric Robinson

Dominique Lyric Robinson is Founder and Content Curator at Lyrics By Lyric. She is also a badass advertising exec with a proven track record to build brands, client relationships and looks to educate young and seasoned professionals on the power of personal branding and self- advocacy.

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