With just two days to the Super Bowl and a barrage of 2012 Super Bowl ads already generating millions of social video views, we wanted to take a step back and provide some context for what's to come. There's no better way to compare the overall success of the new slate of ads than taking a look at the most-watched Super Bowl ads of all time. The complete list is below.
Most people already know that Volkswagen's The Force from Super Bowl 2011 was the most-watched ad of the year. It's also the most-watched Super Bowl ad of all time. But what's less well known is that the campaign has nearly 600 videos associated with it. The main creative has generated nearly 50 million views from one video on YouTube. But there are over 18 million additional views from those 600 additional video clips, including copies, imitations, spoofs, mixes, mashups, and much more. In all, the campaign has over 68.3 million views to date.
And while Volkswagen dominates the list with one campaign from 2011, Doritos is the indisputable brand champion on the Top 10. Sticking with its crowdsourced creative formula, Doritos' Crash the Super Bowl takes three spots on the Top 10 list for a combined 100+ million views, significantly more than any other brand on this list. With more than 50 million views, their 2010 effort is the second most-watched Super Bowl campaign of all time. It spans over 900 videos across the Web, with the House Rules creative accounting for nearly half of its overall views. Crash the Super Bowl 2011 comes in third place with 36.8 million views across nearly 400 clips. Their 2009 campaign is closing in on 15 million views, enough for eighth place.
New Ads Are Bigger
Not surprisingly, campaigns from 2011 dominate the list. There are two campaigns from 2010: Doritos' Crash the Super Bowl 2010 and E*TRADE's Super Bowl 2010. These two brands also represent the two campaigns to make the list from 2009. The only campaign on the Top 10 from before 2009 is Apple's 1984.
2012 Is Already Big
If we had included them, campaigns from 2012 would already be on this list. Honda's popular Matthew's Day Off has generated over 14.8 million views, enough for eighth place. (This is already more than VW's The Force had before the big game last year.) VW's teaser campaign for 2012, The Bark Side, has produced just over 13 million views, which would knock Apple's 1984 off the list.
What's your favorite campaign on this list? Let us know in the comments section below!
The Top 10 Super Bowl Ads of All Time in Social Video
| Rank | Brand | Campaign | Creative Agency | True Reach Views |
Watch
|
|---|
|
1
|
Volkswagen
|
The Force
|
Deutsch Los Angeles
|
68,305,506 |
|
|
2
|
Doritos
|
Doritos - Crash The Super Bowl 2010
|
Goodby Silverstein & Partners
|
50,373,778 |
|
|
3
|
Doritos
|
Doritos - Crash The Super Bowl 2011
|
Goodby Silverstein & Partners
|
36,864,530 |
|
|
4
|
E*TRADE
|
E*TRADE Super Bowl 2010
|
Grey
|
25,635,748 |
|
|
5
|
Chrysler
|
Imported From Detroit
|
Wieden + Kennedy Portland
|
23,304,506 |
|
|
6
|
E*TRADE
|
E*TRADE Baby
|
Grey
|
22,945,131 |
|
|
7
|
Best Buy
|
Ozzy & Bieber
|
Crispin Porter + Bogusky
|
16,390,590 |
|
|
8
|
Doritos
|
Doritos - Crash The Super Bowl 2009
|
Goodby Silverstein & Partners
|
14,975,878 |
|
|
9
|
Pepsi Max
|
Pepsi Max - Crash the Super Bowl 2011
|
TBWA\Chiat\Day Los Angeles
|
14,491,242 |
|
|
10
|
Apple
|
1984
|
Chiat/Day
|
12,919,675 |
|
