Top 10 most shared ads of the Super Bowl

Lindsay Bennett
By Lindsay Bennett | 9 February 2016

Doritos’ ‘Ultrasound’ ad has become the most shared Super Bowl ad, beating out Budweiser’s three-year dominance, according to data supplied today by Video ad tech company Unruly.

The ad, by Australian film director Peter Carstair, features a pregnant woman getting an ultrasound while her husband eats a bag of Doritos, it attracted a total 893, 465 shares, putting it firmly in first place ahead of the extended version of T-Mobile’s “Restricted Bling”, which came in second with 346, 854 shares.

So with Doritos’ ‘Ultrasound’ way ahead of Drake and the Doritos Dogs, why didn’t it win the Dorito’s Crash the Super Bowl competition?

Last year, Unruly reported that Australians are the fastest sharers of viral videos, with the average branded video campaign in Australia attracting 21% of its total shares in the first 24 hours - much higher than the global average of 13%. This could be the reason behind the high numbers for the ‘Ultrasound’ ad, with Aussies pushing to see a local take out the title.

Despite a number of brands releasing ads early online, this year has seen a significant decrease in sharing activity from the previous year. The top 10 ads have so far generated 2,889,156 shares online altogether - a 36% decrease on what the top 10 managed at the same time last year (4,485,297) and only slightly higher than in 2014 (2,460,075).
Budweiser has been pushed down to the third most shared spot this year for the first time in three years, with “Give a Damn” featuring Helen Mirren, attracting 301,316 shares.

In fourth spot is an ad celebrating the 20-year anniversary of Pokemon, followed by the extended version of Heinz’s cute “Wiener Stampede” in fifth. The 30-second version of the same ad also makes the top 10.

Heinz’s ‘Wiener Stampede’ is currently in first place in our poll on the best Super Bowl ad. Vote here for your favourite.

While Doritos took the number one position, T-Mobile managed to get more ads in the top 10 than any other brand.

Other ads to appear in this year’s top 10 include Hyundai’s “First Date” (6th), starring US comedian Kevin Hart, and Mountain Dew’s “#PuppyMonkeyBaby” (7th).

1. Doritos - ‘Ultrasound’
Agency: Peter Carstairs
Total shares: 893,465

2. T-Mobile - Restricted Bling (Extended Version)
Agency: Publicis Seattle
Total Shares: 346,854

3. Budweiser #Give a Damn
Agency: Anomaly
Total shares: 301,317

4. Pokemon - "#Pokemon20: Pokémon Super Bowl Commercial"
Agency: Omelet
Total shares: 297,706

5. Heinz - Wiener Stampede” (Extended Version)
Agency: DAVID Miami
Total shares: 295,805

6. Hyundai - First Date
Agency: Innocean Worldwide
Total shares: 245,656

7. Mountain Dew - #PuppyMonkeyBaby
Agency: BBDO
Total shares: 158,481

8. T-Mobile - Restricted Bling (30 Sec)
Agency: Publicis Seattle
Total shares - 124,551

9. T-Mobile - “Drop the Balls”
Agency: Publicis Seattle
Total shares - 113,668

10. Heinz - Wiener Stampede 30 sec
Agency: DAVID Miami
Total shares 111,643

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