The best Super Bowl LI commercials

More than a week has passed since the historical „Super Bowl LI“ has ended. Super Bowl is one of the biggest sporting events in the world. In the United States most certainly the biggest. By many analytics and experts, this year’s final match was the biggest football game of all time.

The outcome is known to most of you. New England Patriots became the 2016 NFL champions after defeating Atlanta Falcons 34-28, even though Falcons led 28-3 only two minutes before the end of the third quarter. Pats 25 point comeback win is the biggest in Super Bowl history (the previous record was a 10 point deficit). It was the first Super Bowl ever to go into overtime. Bill Belichick has become the first head coach to win five Super Bowls, and Tom Brady has become the first quarterback to win five Super Bowls.

Since I am from Europe, I was never a big fan of American football.  But, in the past few years, my interest in Super Bowl has immensely increased. And I must say, I only recently realised why is American football such a great sport and why so many people love it. And this year’s final game was really spectacular!

But, Super Bowl is one of the most broadcasted sporting events in the world not only because of a great sport. Super Bowl is primarily entertainment for hundreds of millions of Americans and people all over the world.

Super Bowl is everything. From the exciting game on the field, through the spectacular performance of American pop stars during Halftime show. Lady Gaga headlined this year’s halftime show, which had 117.5 million viewers, and it was the second most watched halftime show in Super Bowl history, behind Katy Perry‘s in 2015. Interestingly, for the fourth year in a row, viewership of the halftime show was higher than the game itself, which was viewed by an audience of 111.3 million.

Another reason why Americans and marketing experts love to watch Super Bowl are many innovative commercials before, during, and after the game (which, I have to say in the name of most Europeans, can sometimes be very annoying). The average cost of a 30-second commercial during Super Bowl LI was staggering 5 million dollars. In comparison, the average cost of a 30-second commercial during Super Bowl I (in 1967.) was 37 thousand dollars.

In the sea of expensive commercials, some of them are sticking out as the ‘best’. To be effective, a commercial has to be discussed; it must provoke a reaction of viewers and, most importantly, it must be remembered. Take a look at our selection of the best Super Bowl LI commercials:

“In 51 years of Super Bowls, there have been great games – but never had one gone to overtime, and never had one been so stuffed with brilliance. Simply, the best Super Bowl ever”, Les Carpenter, The Guardian.

was the number of Brady's passing yards - a single game Super Bowl record

million viewers Super Bowl 51 had upon its broadcast

countries around the world broadcasted the event

million chicken wings were eaten during the Super Bowl 51

million dollars was the average cost of a 30-second commercial

Tide – No stain deserves fame

Tide had a really creative ad. Terry Bradshaw, a former NFL quarterback, now a television commentator, appeared in the FOX studio with a red stain on his shirt during a break. Twitter users immediately began to make fun of him – how can he be on television with a stain on a shirt?! But, pretty soon people realised it was all a part of a great and innovative Tide commercial. Great job!

Bai – BaiBaiBai

For the advertisement in which Christopher Walken recites ‘N Sync’s song from the 90s in the vintage apartment and Justin Timberlake strangely looks at him, not that many people could have guessed what was going on until the very end – drink Bai.

 Avocados from Mexico – Avo Secrets

Avocados from Mexico had a great commercial about their chips which is healthier than „ordinary“ potato chips that millions of Americans consume in a large amount during the biggest sporting event of the year. In the commercial, the secret society has a meeting about a secret leaking from the group. But, it is not that humanity has figured out the secret behind the landing on the moon, Area 51 or Deflategate affair, it was that the Avocados from Mexico are actually – healthy.

Budweiser – Born the Hard Way


Donald Trump’s immigration policy dominates the America’s public and media space in recent weeks. In response to it, Budweiser has launched a commercial about a German immigrant Adolphus Busch from 19th century who founded a company from nothing and built one of the biggest brands in America.

Audi – Drive progress

Audi has released an inspirational commercial which metaphorically talks about the economic inequality between men and women. The company wanted to send a message that Audi is commited to equal pay for both sexes.

Kia – Hero’s Journey

Another car advertisement has found its place on our selection. Just like Budweiser and Audi, Kia had a deeper, political and social message. Actress Melissa McCarty has a life subordinated saving the planet. However, in her attempts to save it, she experiences disaster after disaster such as the whale falling on her in the ocean or a rhino that she wanted to save stabs her. It is much better for her to save the world by driving the ecologically friendly Kia Niro Hybrid.

You can find All of the Super Bowl LI commercials on this LINK.

We would like to know which of the commercials from Super Bowl LI was your favourite? Answer in the comments below or tweet us at @promo_overtime


Niko Rukavina

Niko Rukavina

Overtime Sports Marketing

If you have any questions about sports marketing, feel free to contact me at

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