Ultrasound Super Bowl Ad Wins On Social, Creator Is “Stoked” Despite Competition Loss

Ultrasound Super Bowl Ad Wins On Social, Creator Is “Stoked” Despite Competition Loss
SHARE
THIS



Aussie-made ad Ultrasound which was streamed at the Super Bowl in California yesterday has taken an easy first place when it comes to social sharing of the Super Bowl ads.

The ad was one of three finalists for Doritos’ Crash the Super Bowl competition, and while it didn’t win the million dollar prize package, it ended up being shared around social media 893,465 times, according to video ad tech company Unruly.

While it’s unclear whether the social sharing was a result of love for the ad or the furore it generated on social media, the total number of shares was way, way ahead than any other ad.

Peter Carstairs, the director behind the spot, said he was “fucking stoked” at how far the Ultrasound ad had come.

Speaking to B&T from San Francisco, where he attended the Super Bowl he said: “Yes, we didn’t win this contest, but our plan was to try and get streams more than anything and we did that.

“It’s awesome. We’re still thrilled even though we didn’t win.”

Carstairs also stressed that while he’s getting a lot of recognition as the director, there were multiple others in the team he couldn’t have done it without. He noted Heath Collins and Liam Jenkins, a creative duo from ad agency Cummins&Partners were integral in the idea process, and Helene Nicol from production house Mr Smith – where Carstairs works – was also crucial.

While many laughed at the ad, such as Dwayne “The Rock” Johnson, not everyone was happy with it. Some claimed the ad was making light of premature babies, others said it was anti-abortion.

Some loved it though.

Carstairs said he and the team weren’t taking the comments to heart and urged people to put it into context.

“It’s been seen by over 200 million people now and from what we can tell, 99 per cent of those really loved it and laughed and thought it was hilarious,” he said. “Those comments have been really refined to a couple of groups.”

Despite generating a mammoth number of shares on social media, Unruly noted that total social sharing for this year’s Super Bowl ads – which can cost up to $US5 million a pop – has seen a significant decrease.

The top ten most shared ads this year generated roughly 2.889 million shares online, whereas the 2015 Super Bowl top ten ads were shared around 4.485 million times. This is a 36 per cent decrease.

Nevertheless, the Super Bowl was watched by millions of people – CNN Money reports the live-viewing figure was at 111.9 million viewers, the third highest in the game’s history – and had a record number of people live-streaming the game on internet devices – technology site Re/code said the total was 315 million minutes of game streaming from all watchers and an average 1.4 million streamed the game per minute.

And when it comes to social media, Unruly has the top ten most shared ads below.

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

 

Credits for the team behind the Ultrasound ad:

Director:  Peter Carstairs

Producer:  Helene Nicol

Writers:  Heath Collins and Liam Jenkins

Cinematographer: Earle Dresner

Production Designer: Ben Bangay

Editor:  Billy Brown

Animation Producer: Steven Kerswell

Sound:  Sam Hopgood

Latest News

RXP Group Launches ‘Making Happier Humans’ To Simplify Digital Transformation
  • Campaigns
  • Media

RXP Group Launches ‘Making Happier Humans’ To Simplify Digital Transformation

ASX listed RXP Group today launched their new positioning ‘Making Happier Humans’ to reduce the increasing complexity faced by a growing number of businesses wanting to deliver effective and meaningful customer experiences. RXP Group CEO Ross Fielding said: “It’s critical that digital consultancies focus on the people aspect of technology-enabled solutions. “Making Happier Humans is our commitment […]

BikeExchange And Saatchi & Saatchi Launch First Global Brand Campaign
  • Campaigns
  • Media

BikeExchange And Saatchi & Saatchi Launch First Global Brand Campaign

The world’s largest online bike marketplace, BikeExchange, will launch their first global brand campaign today to unify the business across ten markets around the world. The new campaign – Where the world rides – is led by a new brand film and has been developed in partnership with award-winning creative agency Saatchi & Saatchi, Melbourne […]

Finecast Appoints Nicole Turley As Client Consultant
  • Media
  • Technology

Finecast Appoints Nicole Turley As Client Consultant

GroupM, the media investment group of WPP, has announced the appointment of Nicole Turley to the Finecast Australia team. Finecast is the Addressable TV business launched by GroupM in October 2018. Nicole has been the chief investment officer for MediaCom for the past five years, most recently holding the title chief investment and growth officer. Nicole has […]

Revealed: Influencer Marketing Is Ineffective For Brands’ Online Ranking
  • Media
  • Technology

Revealed: Influencer Marketing Is Ineffective For Brands’ Online Ranking

Influencer marketing has risen to the forefront in recent years, particularly when harnessed with live video trends on social channels. Where previously celebrity endorsements were potentially only available to companies with larger budgets, influencers with blogs or social media presences are now present anywhere on the budgeting scale, and are more specific to any given […]

New App Help Agencies Make and & Share Creative Briefs
  • Media
  • Technology

New App Help Agencies Make and & Share Creative Briefs

With only 27 per cent of agencies declaring that their clients provide clear assignment briefings, the new Volve application offers a compelling solution to create and share briefs. Ad campaigns are never smooth processes, where all those involved in making creative briefs agree on every detail. In fact, they can become nightmarish feats. Agencies, companies […]

Fiftyfive5 & GalKal Merge To Create Independent Consumer Insights Company
  • Media

Fiftyfive5 & GalKal Merge To Create Independent Consumer Insights Company

Independent research companies Fiftyfive5 and GalKal will merge to create Australia’s largest and fastest growing, independent, insights-led consulting business. The combined business will have offices in Sydney, Melbourne, Auckland and Singapore, a team of 115 and more than 130 clients across 40 countries serving multiple industries including financial services, telecommunications, FMCG, media and entertainment, social […]

Starcom Rallies Adland To Help Lion Dairy & Drinks Raise $1M For Drought Relief
  • Media

Starcom Rallies Adland To Help Lion Dairy & Drinks Raise $1M For Drought Relief

Starcom Melbourne has helped rally a number of media partners to pledge their support and donate airtime and space to help Lion Dairy & Drinks raise $1 million. The funds will help dairy farmers impacted by drought in NSW, South East Queensland and Northern Victoria. Lion Dairy & Drinks’ “Be True Blue Farmer Drought Fund” […]

BBC Studios Announces First Australian Commission With SBS
  • Media

BBC Studios Announces First Australian Commission With SBS

BBC Studios has announced its first commission since setting up a production arm in Australia, with SBS ordering 85 x 30 minute episodes of TV’s toughest and most enduring quiz show, Mastermind. Synonymous with the catchphrase “I’ve started so I’ll finish” and the fearsome, black, spotlighted chair for its contestants, the series was announced by SBS […]

Surf Life Saving QLD & Romeo Digital Launch World-First Beach Safety Tech ‘Life-Fi’
  • Campaigns
  • Technology

Surf Life Saving QLD & Romeo Digital Launch World-First Beach Safety Tech ‘Life-Fi’

Digital innovation Life-Fi is set to save lives this summer by breaking down the communication barriers between surf lifesavers and international tourists. The new technology provides access to unlimited free wi-fi between the flags and enables beachgoers of different nationalities to receive live surf patrol instructions in their own language, without requiring app download. Romeo […]