Super Bowl 2017: B&T’s Wrap Of The Five Best And The Five Worst Ads

Super Bowl 2017: B&T’s Wrap Of The Five Best And The Five Worst Ads

Fear not, having to feign interest in American Football is over for yet a another year after the New England Patriots managed to pip the Atlanta Falcons in yesterday’s Super Bowl in a game, by all reports, was the greatest come back in Super Bowl history.

But as we all know, it’s not about the game but the ads! This year each ad cost, on average, a whopping $US5.02 million for production and actual air time. That’s double the price from 10 years ago and up slightly on 2016 figures.

Although final figures are not yet available, it’s been reported some 113.7 million Americans watched the game on TV; add to that a few million more watching on streaming services and Spanish-language cable services.

But it wasn’t the most watched Super Bowl ever – that honour goes to the Patriots win in 2015 where 114.5 million viewers tune in.

As previewed on B&T yesterday, some advertisers like to release their campaigns prior to the game while (check them out here) others keep their creatives under wraps for Super Bowl day.

So who soared in the ad stakes and who sunk like the Falcon’s chances in extra time? Here, B&T takes a look at Super Bowl 2017’s best and words ads.


One – Mr Clean

We preferred Melissa McCarthy’s Kia ad (at number two), however, the general consensus appears to be this slightly creepy albino Mr Clean ad took the gong for this year’s best Super Bowl spot.

Two – Kia

When it comes to cost and production, this Kia ad (featuring comic and actress Melissa McCarthy) and its strong save the planet theme was without peer among 2017’s best ads. It was B&T’s fave and voted by USA Today readers as the Super Bowl’s number one ad.

Three – Audi

Among a host of car ads this year, this Audi spot was probably the most emotive and certainly drew heavily on Dove’s famed “Like a girl” spot from 2015.

Four – It’s A 10 Haircare

Prodding fun at Donald Trump was the name of the game and this hair care brand arguably nailed it for most subtle dig.

Five – Wix.Com

Sure, a raft of ads could’ve made the top five list, but this one’s got some kick-ass action and features the ever angry Jason Statham and gorgeous sidekick Gal Gadot.


One – T-Mobile

The mobile phone company reportedly splashed a motza to secure Justin Beiber for its Super Bowl campaign. The ad’s been widely panned and voted this year’s worst.

Two – Yellow Tail Wines

A terrible wine that no Australian would drink, mixed in with a dull, humourless ad featuring an appalling animatronic kangaroo, obligatory girl in bikini and host of other predictable cliches. Social media was suitably irate.

Three – American Petroleum Institute

We’re not sure how bad this ad is, but it reportedly copped a huge amount of flak in the US by trying to link oil with art. Super Bowl ads are supposed to be amusing and entertaining, not come with an anti-environmental agenda.



Four – H&R Block Future

It’s an ad about doing your taxes – it was never going win too many plaudits.

Five – Michelob Ultra

A beer ad that features people exercising throughout? Unsurprisingly, most people thought the ad was for a sportswear brand.



Please login with linkedin to comment

Advertising Standards Bureau Super Bowl 2017

Latest News

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]