SuperBowl07

The Super Bowl's Most-Liked, Most Recalled Commercials

IAG Research: Consumers Most Liked Doritos' Consumer-Created Ad

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IAG TOP 10 BEST-LIKED SUPER BOWL ADS
TOP MOST-LIKED SPOT
Viewers said the Super Bowl commercial that they most liked was "Live the Flavor," the winning spot in Frito-Lay's "Crash the Super Bowl Challenge" contest for consumer-created advertising.



Advertising Age Embedded Player
Rank Brand Description Index
1 Doritos Man driving car opens bag of chips; sees woman walking; Spicy; he smiles at her; Cheesy; then crashes his car; Crunchy; woman runs into his car. 159
2 Blockbuster Rabbit and guinea pig try clicking and dragging a mouse to get online; movies through the mail/store; we forgot to plug it in. 155
3 Coca-Cola Man drives through city like in video game; gets Coke in store; returns money bag; returns woman's handbag; the end is near; everyone dances. 147
4 Bud Light Groomsmen at wedding wish ceremony was over so they can hit the Bud Light; one hires auctioneer who speeds through ceremony. 144
5 Coca-Cola Woman asks Mr. Hadley if he wants a coke; he says he never had one; then does things he never did before. 144
6 Bud Light Men at backyard BBQ play rock, paper, scissor for last Bud Light; man throws "paper", other man throws actual rock at man's head. 144
7 Doritos Supermarket cashier comments on man's chips purchases; nacho cheese, fiery habanero, salsa, buffalo & ranch; I'm gonna need a cleanup on register 6. 144
8 Bud Light Carlos Mencia teaches class of men to ask for Bud Light in various regions; if someone asks you for a Bud Light say no speak English. 140
9 Snickers Two mechanics work on car; one begins to eats Snicker bar and the other begins to eat other end; they accidentally kiss; then rip off hair from their chests. 136
10 Bud Light Couple in car see hitchhiker with case of Bud Light and an axe; wife does not want to pick him up; ask him what axe is for: bottle opener. 132
Source: IAG Research (iagr.net)
The Likeability Score is the percentage of viewers who report to like "a lot" an ad they were exposed to during the normal course of the Super Bowl (main game), among those recalling the brand of the ad. These scores are then indexed against the average score for all Super Bowl ads (Likeability Index). 100 equals average.
IAG TOP 10 MOST-RECALLED SUPER BOWL ADS
TOP MOST-RECALLED SPOT
The Super Bowl commercial most remembered by consumers was "But He Has Bud Light," a spot that spoofed the slasher horror genre where hitchhiking, axe-totting madmen are a constant menace to passing motorists.


NOT FOR PREROLLS
Rank Brand Description Index
1 Bud Light Couple in car see hitchhiker with case of Bud Light and an axe; wife does not want to pick him up; ask him what axe is for: bottle opener. 156
2 GoDaddy.com Man in suit gives a tour of office; opens door labeled marketing, scantily clad women party with men; everybody wants to work in marketing. 152
3 Bud Light Three men playing pool, one wants "fist bump" from friends; fist bump is out; people slap each other; man slaps boss. 148
4 Snickers Two mechanics work on car; one begins to eats Snicker bar and the other begins to eat other end; they accidentally kiss; then rip off hair from their chests. 146
5 Bud Light Men at backyard BBQ play rock, paper, scissor for last Bud Light; man throws "paper", other man throws actual rock at man's head. 143
6 Budweiser White dog roams around city; dog watches parade with dalmatian on fire truck; dog is splashed with mud and has spots all over; he sits on truck and grins. 143
7 Doritos Supermarket cashier comments on man's chips purchases; nacho cheese, fiery habanero, salsa, buffalo & ranch; I'm gonna need a cleanup on register 6. 141
8 Doritos Man driving car opens bag of chips; sees woman walking; Spicy; he smiles at her; Cheesy; then crashes his car; CRUNCHY; woman runs into his car. 137
9 Budweiser Crabs on beach steal cooler of beer; bottles and handle of cooler resemble giant crab, smaller crabs hail to it. 137
10 Bud Light Groomsmen at wedding wish ceremony was over so they can hit the Bud Light; one hires auctioneer who speeds through ceremony. 135
Source: IAG Research (iagr.net)
The Recall Score is the percentage of viewers who can recall the brand of an ad they were exposed to during the normal course of viewing the Super Bowl (main game). These scores are then indexed against the average score for all Super Bowl ads (Recall Index). 100 equals average.

Notes: The above Top 10 lists are based on 15,602 surveys of Super Bowl viewers; 54 unique national creative executions (excluding Movie spots) were tracked by IAG during the main game.
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