Advertisers shelled out at least $5 million for 30 seconds of screentime time during this year’s Super Bowl.
But official sponsors weren’t the only ones that won: One of the biggest brand winners was Crock-Pot, which didn't even have a commercial of its own.
Here are our picks for winners and losers of Super Bowl 52.
After a disastrous 2017 — remember the tone-deaf Kendall Jenner ad? — Pepsi made a strong comeback with a joint ad for Mountain Dew and Doritos and another one for Pepsi.
Its 30-second commercial brought together stars from across generations, including Cindy Crawford, Britney Spears, and Michael Jackson, taking viewers on a nostalgia trip.
On the other hand, Peter Dinklage and Busta Rhymes teamed up to take on Morgan Freeman and Missy Elliot in this epic showdown between fiery Doritos Blaze and Mountain Dew Ice.
The ads clearly touched a chord, for Pepsi already had over 36,000 tweets engaging with the brand by the first half. The combo ad had over 68 million social impressions, according to iSpot.
Winner: BudweiserThomson Reuters
Budweiser followed its powerful "Born The Hard Way" spot from last year with a philanthropic bet this year.
In this year's Super Bowl ad, the brand is highlighting its charitable side, and how it has donated 79 million cans of water to disaster relief since 1988.
The effort seems to have paid off, with the brand scoring over 4.1 million impressions, according to iSpot.
Crock-Pot went on the defensive after a Jan. 23 "This is Us" episode, when it was revealed that the cause of the house fire was a faulty slow cooker.
But then it got support from the NBC show itself, with a hilarious new ad for the show featuring Milo Ventimiglia eating some chili made in — you guessed it — a Crock-Pot.
This way, Crock-Pot won the Super Bowl without spending a single dollar. Digital content engagement around Crock-Pot increased by 84% after the ad supporting the slow cooker was released, according to data crunched by Amobee.
See the rest of the story at Business Insider