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Best Commercials & Why – Super Bowl 2018

By February 5, 2018March 28th, 2021No Comments
football stadium packed full of fans for super bowl 2018 / lii / 52

Compared against previous years, how did the Super Bowl 2018 commercials fare to you? More memorable? More funny? More emotional? Certainly, more expensive.

Charlotte Caroll in a recent Sports Illustrated’s article, “Super Bowl LII: How Much Does an Commercial Cost?” wrote:

More than 100 million Americans tune in to watch the Super Bowl every year. The broadcast presents marketers with a golden opportunity to reach a huge amount of consumers, and that’s why Fox was able to charge $5 million for a 30-second spot for the 2017 Super Bowl.

This year is no different, with Sports Illustrated’s Richard Deitsch reporting that NBC will average more than $5 million for a 30-second spot.

best superbowl commercials 2018 - tweet stating 30 second commercial costs $5 million

There were 65 Super Bowl 2018 commercials shown. Here are my favorites. Included are commentary, links, notes, and rankings from the Ad Meter from USA Today.

What are your favorites? And I think, more importantly, “Why?” Was it the message, the actors/actresses, the comedy, brand (loyalty), the music, the feelings evoked, or ??


Peter Dinklage and Morgan Freeman shined in this high energy, rap-centered, and funny commercial. Busta Rhymes supports Doritos Blaze (Dinklage) and Missy Elliott supports Mountain Dew Ice (Freeman). Four monster stars having fun with a brand that has defined itself over the years as an embodiment of “fun.” Definitely, in tune with Doritos’ brand positioning and brand messaging. This one of the more memorable 2018 Super Bowl commercials.

AD Meter USA Today
Rank: 4 out of 65  /  Rating: 6.82 out of 10

Tide | It’s a Tide Ad

David Harbour of Television’s Stranger Things  light-heartedly pokes fun at the tradition of Super Bowl ads. In the first few seconds, you see Harbour driving then look directly into the camera, and say, “Yeahhhh, just your typical Super Bowl car ad. Right?” This kind of fun, bait-and-switch happens for the first 17 seconds, then the phrase “Tide Ad” is introduced. The typical ad concepts are turned upside down and they all become Tide Ads. On message, on brand.

AD Meter USA Today
Rank: 16 out of 65  /  Rating: 5.98 out of 10

Tourism Australia Dundee

I thought this ad was brilliant and a stand-out from the 2018 Super Bowl Commercials. It starts off letting you think you are watching a commercial for a new movie for Crocodile Dundee’s son with Chris Hemsworth as his loveable sidekick. It turns out, through self realization (don’t over think it), that it is a tourism ad for the country of Australia.

From the YouTube description,

Thirty years after Crocodile Dundee first introduced the world to the land down under, Chris Hemsworth and Danny McBride bring the iconic Aussie franchise back as they embark on the trip of a lifetime. And while the film’s plot may not be real, Danny’s adventure through Australia’s outback, white sand beaches, gorgeous wineries and bustling cities are what truly await every visitor.

AD Meter USA Today
Rank: 13 out of 65  /  Rating: 6.15 out of 10

Jeep Jurasic

Jeff Goldblum reimagines his original experiences from the blockbuster Jurassic Park (1993) with the terrifying T-Rex. He is frantically driving his Jeep Wrangler to outrun the looming gargantuan dinosaur T-Rex. Then the music stops abruptly, Goldblum with his signature facial expressions realizes he’s back in the Jeep dealership, still sitting in the driver’s seat.  Quick, quirky dialog follows:

Saleswoman:  “Would  you like to take it for a test drive?”
Goldblum:  “I just did.”

Cue the Jurassic Park movie music. Nostalgia definitely influenced my opinion. It was on message and on brand for all three — Jeep, Jurassic Park franchise, and Jeff Goldblum. And since Goldblum is once again starring in the upcoming Jurassic World: Fallen Kingdom in June, it had an added benefit bump for audiences familiar with the original movies from the 1990s.

AD Meter USA Today
Rank: 15 out of 65  /  Rating: 6.00 out of 10

Pepsi Generations “This is the Pepsi”

Interesting that this ad is around the middle mark, coming in at 36 out of 65 in popularity. Perhaps it is because this is a nostalgia ad and the viewing audience was younger? It starts off, “This is the Pepsi your father drink, and your father’s father drank…” The ad brings back such notable celebrities and their spots from years ago, including Cindy Crawford, Britney Spears, Michael Jackson, Ray Charles, and others. The phrasing at the end, says it brilliantly:

This is the Pepsi that’s forever fun. This is the Pepsi for every generation.”

AD Meter USA Today
Rank:  36 out of 65  /  Rating: 5.44 out of 10

E-Trade, “This is Getting Old

E-Trade did a nice job communicating their message (see below) of helping people to save. They did this by going over the top with their examples. Rather than strictly being fact based and showing real people with financial worries, E-Trade approached the issue with humor and irreverence–just enough to get the point across without being preachy.

From the YouTube description:

Over ⅓ of Americans have no retirement savings. This is getting old. At E*TRADE, we want to empower people of all ages to take control of their financial destiny so they can enjoy their golden years in whatever way they choose. Because it’s never too late to start saving for retirement.

This is one of the better, on-message Super Bowl 2018 commercials.

AD Meter USA Today
Rank: 10 out of 65  /  Rating: 6.25 out of 10


  • Best Commercials & Why – Super Bowl 2019  (read & watch)
  • Best Commercials & Why – Super Bowl 2020  (read & watch)
  • Consultants are Like Cat Herders, One of the Funniest Super Bowl Commercials… Ever  (read & watch)
  • All blog posts with commercials (read & watch)

Photography Source:  Wikipedia, Quintin3265

Ira Koretsky

Ira Koretsky has built The Chief Storyteller® into one of the most recognized names in communication, especially business storytelling. He has delivered over 500 keynote presentations and workshops in nearly a dozen countries, in more than one hundred cities, across 30 plus industries. His specialties are simplifying the complex and communicating when the stakes are high. He is also an adjunct professor in public speaking and storytelling at the University of Maryland's Business School. With over 25 years of experience, he is a sought-after storytelling coach, global speaker, trainer, consultant, communication coach, and public speaking coach.