From Amazon's Alexa losing her voice to Bud Light's Bud Knight, here are some of the most memorable commercials from the 2018 Super Bowl.
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Richard Shotwell/Associated Press
While people around the world enjoy the Super Bowl LII, the commercials also have to hold up their end of the bargain.
Companies always put forth their effort for the big game, which is fitting considering a 30-second spot costs more than $5 million, per Richard Deitsch of Sports Illustrated. Some brands made this money worth it with enjoyable advertisements, although a few might have been better off spending elsewhere.
Follow along for a running breakdown of some of the more notable commercials throughout the day.
Yeah, watching football during the Super Bowl is cool and all, but the commercials are hands down the best part of the first Sunday in February. Here are the best ads from Super Bowl LII (52).
Tide "It's Another Tide Ad"
The Old Spice guy and the Sheriff Hopper from Stranger Things sit on a horse and hold a Tide bottle... that's dripping diamonds. It's great, but also, OMG the Old Spice Guy!
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Rocket Mortgage
Comedian Keegan Michael Key translates all the slang and fancy words nobody understands. Why can't he be around to help us all understand Tinder bros' lingo, though!?
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Amazon "Did Alexa Lose Her Voice?"
Cardi B and Rebel Wilson take over for Amazon's assistant when she loses her voice. And why can't Amazon book Cardi for the gig full-time now?!
Budweiser "Stand By You"
A serious ad, for a change of pace here: Budweiser fills cans with water for victims of the past year's natural disasters.
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Lexus "Black Panther"
Black Panther a.k.a Chadwick Boseman saves the world and speeds to the World Leadership Conference in Lexus's new sports car.
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Jack in the Box "Jack vs. Martha"
Jack and Martha Stewart have a savage tête-à-tête over who makes the best chicken sandwich. It's Martha, obvs.
Doritos and Mountain Dew "Blaze vs. Ice"
Actors Peter Dinklage and Morgan Freeman have a very literal "Song of Fire and Ice" rap battle, with INSPIRED cameos from Missy Elliott and Busta Rhymes.
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Groupon "Who Wouldn't"
Groupon-fanatic Tiffany Haddish convinces the country to support local businesses. What wouldn't Tiffany Haddish be able to convince you to do, though?!
Febreeze "The Only Man Whose Bleep Don't Stink"
Febreeze found the only person in the world whose sh**t doesn't stink, and his poor ex-girlfriend can't move on from the amazing life they used to have. #BleepDontStink is a hashtag to watch tonight.
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Avocados From Mexico "Bubble Dome Riot"
A world without chips and guac is a world that nobody wants to live in. In this utopia-turned-dystopia commercial, the mere thought of it incites a riot.
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Pepsi "This Is The Pepsi"
Cindy Crawford re-creates her iconic Pepsi ad.
M&M's "Human"
Actor Danny Devito becomes human version of the red M&M, but life isn't as great as he thought.
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Michelob ULTRA "The Perfect Fit"
Chris Pratt, the most beautiful actor named Chris, trains to become Michelob's new spokesman.
Pringles "Wow"
Comedian Bill Hader is in awe when he finds out you can stack Pringles to make new flavors.
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Coca-Cola "The Wonder of Us"
Coke celebrates diversity, and features some extremely cute nail art.
Bud Light “The Bud Knight”
The Bud Knight rides in during an intense battle then rides off to go to a birthday party with an 18-pack. Because, priorities.
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Toyota "Good Odds"
Toyota had a touching commercial about Paralympic gold medalist Lauren Woolstencroft overcoming every barrier that was in front of her.
Sprint "Evelyn"
The robots in this Sprint commercial roast a Verizon user until he decides to switch carriers. Ah, good ol' peer pressure.
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E*TRADE "This is Getting Really Old"
This commercial serves as a reminder of what happens when you don't save for retirement, but in a less depressing way.
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Tourism Australia "DUNDEE"
Chris Hemsworth convinces the country to travel to Australia in this faux Crocodile Dundee movie trailer.
NFL “Touchdown Celebrations to Come”
New York Giants player Odell Beckham Jr. reenacts that Dirty Dancing lift and it’s glorious.
You already know the Eagles won the Super Bowl -- or if you didn't, btw, the Patriots didn't win this one -- but who won the Super Bowl of commercials?
Below, Billboard picks the 10 best and five worst commercials of the night -- oh, and an honorary mention for saddest because we just didn't know how to feel about this one.
BEST
Doritos & Mountain Dew, "Doritos Blaze vs. MTN DEW ICE"
This one was perfectly cast, with Game of Thrones star Peter Dinklage and perennial God portrayer Morgan Freeman spitting the peerless rhymes of Busta Rhymes and Missy Elliott, respectively. We call this one a draw.
Amazon, "Alexa Loses Her Voice"
Another great group of cameos, but our favorite had to be Rebel Wilson setting the mood from her jacuzzi and Cardi B refusing to play country music in favor of her own "Bodak Yellow."
NBC Sports, "Best of U.S."
There were a few of these, all hyping up NBC's coverage of the upcoming Winter Olympics, but our favorite was the one about Lindsey Vonn's epic comeback.
Lexus, "Black Panther"
Lexus had the good fortune (or the brilliant marketing acumen) to team up with the most-anticipated movie of the year for this stylish spot.
Toyota, "Good Odds"
This wins for emotional highlight of the night, telling the story of Paralympian Lauren Woolstencraft.
M&M's, "Danny DeVito"
This ad works right off the bat because of course the human equivalent of an M&M is Danny DeVito. It's the role he was born to play.
Tide, "It's a Tide Ad"
This was a perfect spoof of the typical Super Bowl commercials while also making a statement about women always being featured in the majority of detergent ads. Stranger Things actor David Harbour nailed it.
Rocket Mortgage, "Keegan-Michael Key & Big Sean"
We wish Big Sean popped up in our backseat when we put "Bounce Back" on the stereo.
NFL, "Touchdown Celebrations to Come"
Football players doing the Dirty Dancing lift is never a bad idea.
Tourism Australia, "Dundee"
We're disappointed this isn't a real movie, but at least it's a great commercial. I mean, can Australia make this movie actually happen?
WORST
Ram Trucks, "Built to Serve"
Anyone who thinks using Martin Luther King Jr.'s voice to posthumously sell trucks is a good idea has clearly never signed on to Twitter.
Bud Light, "The Bud Knight"
If this is what the divisive "dilly, dilly" ads have led to, hopefully this is the campaign's finale.
T-Mobile, "Little Ones"
We love the cute babies and the message is an important one -- but why is this a T-Mobile ad?
Pringles, "Wow"
What a waste of Bill Hader.
Groupon, "Who Wouldn't"
Speaking of wasting talent... how did this go wrong? Hearing that Tiffany Haddish was teaming up with Groupon after her viral appearance on Jimmy Kimmel Live! -- where she told an incredible story about taking Will Smith and Jada Pinkett on a Groupon swamp tour -- seemed like the perfect pairing of company and spokeswoman. But what came from it was so mediocre. (Tiffany was still charming, as always.)
SADDEST
Kia, "Feel Something Again"
So the CGI on this is amazing, and rewinding to young Steven Tyler is a visual marvel, but what a depressing concept that the Aerosmith frontman needs to take a car in reverse back to his glory days. He's done plenty to be proud of since the 1970s too.
