What a game! Fans were on the edge of their seats as the Kansas City Chiefs took home the victory at Super Bowl LVII. But the action last night wasn’t just on the field. Canadians also took to YouTube to watch and rewatch all their favourite ads from the Big Game.
As one of the most anticipated sporting and entertainment events of the year, fans have long been flocking to YouTube whether it’s leading up to, during, or after the big game. From highlights and player interviews to recipes and past half-time shows, YouTube has become the go-to destination for Super Bowl culture. As a result, brands are capturing this opportunity to connect with their audiences, not only for the 30-seconds of airtime they get during the game, but for years after. In fact, iconic Super Bowl ads can last a lifetime, like Old Spice’s ‘the man you could smell like’ ad from 13 years ago, which has over 61 million views on YouTube.
So as we wind down from the touchdowns and tackles of the evening, let’s look at some of the themes of this year’s Top Ads on YouTube.
Teasers helped get fans excited: In advance of the game, many of the top 10 brands released teaser ads for fans in anticipation of their game day ad spot. Alicia Silverstone reprised her iconic role as Cher from 1995 film Clueless in a teaser for Rakuten. The extended cut was the ad that broke through the top 10 list, showing how fans were following Cher to see more.
Celebrities (and their families) reigned supreme: As always, the ads for the big game were filled with celebrities, from iconic duo Snoop and Martha Stewart, Amy Schumer to Steve Martin, Anna Faris and John Travolta. But what’s more, we saw celebrities bringing their families for the ride. Melissa McCarthy’s husband Ben Falcone cameos in her Booking.com ad. Not on the top 10 list, but we also saw Bradley Cooper trying to convince his mom to sign up with T Mobile.
It’s Electric: One of the biggest changes we’ve seen in the auto industry is the shift toward EVs, and the ads at this year’s Super Bowl are reflecting this major industry shift. We saw auto brands like Hyundai and GM look to capture drivers entering the market by showing what EVs have to offer.
See the 2023 list of the Top 10 Ads on YouTube1 below: