Here are the AdBlitz winners for Super Bowl LVIII

Super Bowl LVIII’s biggest ads and trends are packed with takeaways for brands. Our top five:

1. Encourage viewer engagement. We’ve seen brands encourage viewers to rewatch ads multiple times by challenging them to find hidden QR codes or even enter a national sweepstake to kick off the tax season — all enabled by replayability on YouTube.
2. Extend your storytelling. We know that when it comes to the Big Game, the buildup is half the fun — and that’s something brands have leaned into this year. But it’s not just about teasers — after teasing its new “anti-ambassadors” Dina and Mita with a 16-second spot featuring Jenna Ortega, Doritos released an extended cut of its Big Game ad on YouTube for fans who wanted more of the duo. Booking.com reunited Tina Fey with her “30 Rock” castmates Jack McBrayer and Jane Krakowski — with an extended 90-second version on YouTube for even more LOLs and memories.
3. Tap into humor. It isn’t always easy to get humor right, but making your ad laugh-out-loud funny is a sure-fire way to see it shared — and re-watched — online. It helps to let funny people do the talking: Between Kate McKinnon for Hellmann’s, Arnold Schwarzenegger for State Farm, and Christopher Walken for BMW, pop culture’s most familiar faces helped brands land their punchlines.
4. Look to pop culture. To pay tribute to this year’s superstar act Usher, Apple Music released a seven-minute film jam-packed with the artist’s song references, and featuring the likes of Ludacris, J Balvin, and Anderson .Paak. Usher’s halftime show had an unexpected impact on viewers, with “roller skates” seeing a 1,850% increase after the R&B legend skated across the stage.4 Searches for “adult piano lessons near me” spiked +250% when Alicia Keys took to the stage with an iconic red grand piano.5
5. Double down on brand values. For its first Super Bowl ad in over a decade, Dove focused on a troubling statistic: 45% of teen girls globally drop out of sports due to low body confidence. In doing so, it stood by brand values that it has been building for decades — promoting body positivity and an inclusive vision of beauty. Google told a touching story about how Google AI makes it easier for people with blindness or low vision to capture photos and share daily life with Guided Frame on Pixel 8. The brands created Super Bowl moments that were more sentimental than most — and that few viewers will easily forget.