A commercial for Prius in which a team of bank robbers used the car to elude police earned the top grade in the Michigan State University Department of Advertising + Public Relations’ list of best commercials aired during this year’s Super Bowl.
This marked the 19th year in a row the MSU faculty have rated the Super Bowl commercials.
“Prius was a surprise winner that just floored the faculty,” said Advertising + Public Relations Instructor Robert Kolt, who organized the event. “It featured an exciting chase with lots of twists and turns. And it included four men in a car not normally driven by men.”
Taking second place was a Doritos spot in which a baby, via an ultrasound, craved the snack his father is eating.
Third through 10th places for ads included:
- Honda Ridgeline, which featured a flock of singing sheep.
- Audi, which featured astronaut Buzz Aldrin.
- Tied for fifth was a Snickers commercial in which actor Willem Dafoe morphs into Marilyn Monroe, and a T-Mobile spot in which Steve Harvey re-lives his Miss Universe gaffe.
- Sixth was a spot for avocados that were on display in an alien museum.
- Seventh was a TurboTax commercial in which Anthony Hopkins was not selling out.
- Eighth place was a Budweiser commercial in which actress Helen Mirren issued a stern warning against drunk driving.
- Ninth place was a Heinz ketchup ad that featured dachshunds in hot dog buns.
- Tenth was a spot by small business Death Wish Coffee.
“A good ad reinforces the brand,” said Advertising + Public Relations Professor Patricia Huddleston, who attended the event. “It has a clear message that people can take away and has something memorable about it.”
This year, the MSU faculty came up with a number of new categories for the ads:
- Prius and Doritos were judged the “most creative” commercial.
- An Acura ad featuring the music of Van Halen won the award for “best production.”
- The “funniest” commercial was Doritos.
- Heinz ketchup was deemed the “most memorable.”
