Super Bowl: All the ads ranked by effectiveness

By Chris Pash | 4 February 2020

Which was the best ad at the 2020 Super Bowl?

At a reported cost of $266,000 a second for a broadcast slot at the National Football League event in Miami, all the ads would want to have impact.

Australian creatives have their own opinion, with those canvassed by AdNews putting Snickers, Google and Cheetos among the favourites. 

USA Today’s 2020 Ad Meter rankings put the top five as: Jeep's Groundhog Day; Hyundai's Smaht Pahk; Google's Loretta; Doritos' The Cool Ranch; Rocket Mortgage's Comfortable.

Says USA Today: "Bill Murray made his first Big Game appearance in this spot for Jeep, which took a perfectly timed Super Bowl date that fell on Groundhog Day and hit it big with a twist on the classic Murray film."

Steve Johnson at the Chicago Tribune watched all the ads. His top five: Snickers' Fix the World; Cheetos' Can't Touch This; Google's Loretta; Little Caesars' The Best Thing Since Sliced Bread; Jeep's Groundhog Day. 

He says: "Snickers tries to make the world a better place with its own group-walking sing and hilltop gathering." 

The experts at the Kellogg School of Management, Northwestern University, put Amazon's #BeforeAlexa in the number one position.

"It took advantage of a celebrity with engaging creative to communicate what was really a product demonstration," says Derek D. Rucker, a professor of marketing.

The 90-second ad with Ellen Degeneres and Portia de Rossi shows life without the voice assistant Alexa. 

The Kellogg School Super Bowl Advertising Review ranks all the ads on effectiveness using a framework called ADPLAN (Attention, Distinction, Positioning, Linkage, Amplification and Net Equity).

The effectiveness rankings:

Amazon

Google

T-Mobile

Hyundai

Cheetos

Facebook

Bud Light

Budweiser

Jeep

SodaStream

Avocados from Mexico

Reese's Take 5

Quicken Loans

Doritos

Michael Bloomberg

Walmart

Coca Cola

Hummer

Mountain Dew

New York Life

Michelob Ultra

Hulu

Pepsi

Porsche

Discover

Microsoft

Little Caesars

Toyota

Poptarts

Quibi

Tide

Planters

Genesis

Verizon

Snickers

TurboTax

WeatherTech

P&G

Turkish Airlines

Donald J. Trump

Sabra

Audi

Olayhttps://youtu.be/wXcV6v5LXIQ

Kia

Heinz

Pringles

Squarespace

Hard Rock Cafe

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