Ultrasound Super Bowl Ad Wins On Social, Creator Is “Stoked” Despite Competition Loss
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.
#NotBuyingIt – that @Doritos ad using #antichoice tactic of humanizing fetuses & sexist tropes of dads as clueless & moms as uptight. #SB50
— NARAL (@NARAL) February 8, 2016
Cool Doritos abortion ad.
— Tim Siedell (@badbanana) February 7, 2016
That Doritos ad was chilling.
— Mindy Kaling (@mindykaling) February 7, 2016
So about the #SuperBowl commercials…the @Doritos ultrasound one was disturbing. What the hell happened to the fetus?
— Carol Costello (@CarolCNN) February 8, 2016
Note to self. Don’t bring Doritos into ultra sound unless you want Chucky as son #SuperBowl pic.twitter.com/EHlmjw6rPF
— Orlando Jones (@TheOrlandoJones) February 8, 2016
Some loved it though.
That Doritos baby ultrasound commercial could win best commercial of #SB50.
— Dwayne Johnson (@TheRock) February 7, 2016
My favorite SuperBowl commercial was definitely the Doritos one with the ultrasound.
— Kevin Skaff (@Kevineffinskaff) February 8, 2016
Favorite commercial so far? Mine and our boys’ was the Doritos ultrasound. #SuperBowl50
— Natalie Morales (@NMoralesNBC) February 8, 2016
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
Please login with linkedin to comment
Advertising Standards Bureau envato fiba media spending rakuten marketingLatest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.