What's Your ONE? : Super Bowl Edition
By Alixandra Rutnik on Feb 06, 2023
Popular One Show winning Super Bowl ads
The One Show is celebrating fifty years and we've been asking the ad world, “what's your ONE?” What is the one ad that made your jaw drop, call your friend and say "hey, did you see that?," or dance around your living room?
And because the Kansas City Chiefs vs. the Philadelphia Eagles Super Bowl Game is this weekend, let us ask you this, "what's the one Super Bowl ad you'll never forget?" We know a few of the ads scheduled to air on Sunday are destined to win Pencils in The One Show this year, so get those entries in before the next deadline on February 17.
And for now, here's some fun Super Bowl One Show winning ads to get you excited for Game Day!
2018
Obviously, “It’s a Tide Ad.” Thanks to the creative team over at Saatchi & Saatchi #TideAd immediately started trending on Twitter during the 2018 Super Bowl. People went so far as to say that Tide hijacked the Super Bowl, because everyone watching started to question if every ad was a Tide Ad. It kept people on their toes and Tide was constantly front of mind. Clean clothes deserve Gold Pencils, so naturally this campaign won four Gold Pencils and The Best of Discipline Pencil in Television.
2018
BBDO’s long-running “you’re not you when you’re hungry campaign” for Snickers started back in 2010 with Betty White getting tackled on the football field. This time around, we’re in The Brady household and Danny Trejo becomes Marcia Brady’s hangry alter ego, but once he takes a bite of a Snickers bar she reverts back to herself. Brady Bunch won a Gold Pencil.
2009
In 2009, a 30 second ad at the Super Bowl cost 3 million dollars. Today, it's costing companies 7 million for only 30 seconds. That’s why Saatchi & Saatchi came up with Miller High Life's one second ad for 100k, becasue they were confident they could tell their story in one second. It generated a lot of press and attention, and as a result they were explaining their one second ad on the news and on the Tonight Show with Jay Leno. The one second ad goes like this, “High Life!” And that’s really all you need to know about this Merit awarded Super Bowl spot. So, this is your sign to go to the Bodega and get yourself some Miller High Life's for Game Day. Because how could you go wrong with, "The Champagne of Beer?"
2016
Were you born nine months after your parent's favorite team won the Super Bowl? If you were, congrats Super Bowl Baby! Grey New York made the Super Bowl Babies spot for the National Football League in 2017, to drive home that “Football is Family.” Super Bowl Babies picked up a Gold Pencil in The One Show.
2015
Leo Burnett's #LikeAGirl campaign for Always is all about championing women's confidence, and reversing the narrative from “like a girl" being a negative thing to “like a girl" being a positive thing. This empowering ad created a ton of buzz in 2015 and won one Gold, three Silver and one Bronze Pencil.
2009
Grey New York gained a lot of traction for E*Trade with the 2008 E*Trade Baby Super Bowl spot. The whole point is that if a baby is talking about trading stocks, you can do it too. E*Trade featured two ads in the Super Bowl that year, with the second one showing what the baby did with the money he gained. Becasue of these ads, 2008 was the most succesful year in E*Trade history. The E*Trade Baby became a well known campaign in the years that followed. The E*Trade Cinema Campaign won a Bronze Pencil in The One Show.
1992
BBDO is behind the iconic 1992 Pepsi ad, where Cindy Crawford sexily saunters over to a vending machine to grab a Pepsi and two young boys can't help but to stare at that gorgeous new can of Pepsi she's drinking. The idea came from a 1930s Little Rascals movie scene where the kids are mesmerized by their hot new teacher and keep staring at her with their mouths open. Watch the 1992 Pepsi commercial, which won a Merit award in The One Show.
2018
In 2018, Lucky Generals delivered it’s first ever Super Bowl ad– a 90 second spot where all hell breaks lose because Amazon’s Alexa loses her voice! Anyone who asked Alexa a week leading up to the big game, “Alexa, who will win the Super Bowl?” would hear her coughing. This drove a lot of social chatter, becasue everyone wanted to know what was wrong with Alexa. This ad won two Bronze Pencils in The One Show.
2020
In 2020, Goodby, Silverstein & Partners, brought Cheetos back to the Super Bowl after a ten plus year haitus with their new product, Cheetos Popcorn. The idea for the ad came from the reality that when you are eating Cheetos your fingers literally become orange and you can not touch things, and that is how M.C Hammer’s catchy song U Can’t Touch This came into play. This won a Merit recognition in The One Show.
2011
This 60-second Darth Vader inspired ad by Deutsch for Volkswagon was released a few days before the Super Bowl to gain momentum, becasue they only bought space to play the 30-second version of it during the game. Now a lot of brands choose to release teasers before the Big Game, or roll out a whole campaign centered around the Super Bowl. The Force won one Gold and one Bronze Pencil.
2010
This ad is really catering to the women– saying buy your man some manly body wash and stop letting him use yours! This ad made by Wieden + Kennedy for Old Spice is brilliant, but perhaps their interactive campaign that followed and reacted to the ad's Super Bowl social media buzz is more impressive. The Man Your Man Could Smell Like won a Gold Pencil.
2022
Special’s Uber Don’t Eats ad won three Silver Pencils in The One Show for its nauseating, yet comedic tone. Starring some super funny celebs to heighten the mood, (like Jennifer Coolidge from White Lotus and Greg from Succession), Uber Eats is informing us that they deliver more than just food.
2018
The iconic battle between fire and ice… or in this case Goodby Silverstein & Partners’ Doritos Blaze vs. Mtn Dew Ice Super Bowl spot. These two new products faced a rap battle and celebs Peter Dinklage and Morgan Freeman were trained by the pros– rap artists Busta and Missy. Were you team #spitfire or #icecold? This was the first time in history where two brands were featured in the same ad, and this campaign won a Gold Pencil.
Related
