At the Super Bowl LII the ads with puppies continue to score with viewers while spots featuring a dead child are seen as a major fumble.
By several counts, Budweiser led the pack of game day advertisers with a spot that depicted its iconic Clydesdale horses rescuing a lost puppy and taking it home. The ad attracted more than 4.2 million online views by midday Monday and captured 12 percent of online activity about the Super Bowl 2018 spots, according to a measurement firm, iSpot.tv.
Budweiser, which also ran an ad celebrating its brewing process, was mentioned more than 234,000 times on social media during the game, with nearly half of the comments expressing a positive sentiment and many more neutral, according to Amobee, which tracks digital response to brands.
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In stark contrast, another much-talked-about spot was Nationwide’s morbid commercial that showed a young boy saying that he will never learn to ride a bike, get “cooties,” learn to fly, travel the world or marry because he died from a preventable accident. While the brand was trying to highlight its “Make Safe Happen” program about increasing safety at home, the spot angered viewers.