The most expensive commercial spot in the world

By - CTL
February 3, 2017


By Marcus Honesta.

Forget about the “Festival de Cannes”; forget about “The New York Film Festival”, the most coveted prize in ad land today is ‘best in show’ at the Super Bowl on February the 5th. With an audience in excess of 145,000,000 viewers there’s no doubt this is the one that really counts.

According to CBS president Leslie Moonves, via Forbes Magazine, a 30-second spot during this year’s Super Bowl will cost marketers a whopping $5 million.

So who are the contenders and what do they have to offer the average punter this year.

While companies like Wix, Budweiser, Kia, Skittles Mercedes-Benz and Snickers have announced they bought spots for this years heavy weight slug fest; there is still no final word on all the brands who will advertise. So here is the list of contenders as it stands.

In no specific order they are:


For the third consecutive Wix Super Bowl commercial, the website building experts are already making waves! They made history on January 17 when they became the first brand to ever release the creative for a Super Bowl ad on Facebook live. Then they broadcast this action-packed clip starring Wonder Women (AKA Gal Gadot) and Jason Statham. Wix announced on their blog that there is lots more in store, too. Oh, yeah, and did we mention that their ad is directed by Louis Leterrier? He’s the guy who did the Transporter films, Unleashed and The Incredible Hulk.



Leaving behind the cute puppies of 2016 Bud has created one ad starring Helen Mirren as a PSA against drunk driving and a second hardcore commercial designed to highlight their product and promote it as “not to be sipped” and “not for everyone.”


Victoria’s Secret

Unlike 2015’s lustful advert, last year’s VC Super Bowl ad was markedly PG. This year, as you can see, they’re back wearing their heart on anything but their sleeve.



Intel was one of the first brands to release a teaser for their 2017 Super Bowl commercial and it’s got us waiting, with baited breath, for Game Day. Why? Because it stars a sexy Tom Brady and he’s not exactly in uniform. In fact, he’s doing some pretty mundane tasks like brushing his teeth and eating a pancake. But since he’s Brady – it’s epic.


Mountain Dew

Mountain Dew managed to Kickstart something unforgettable with their quirky, hilarious Super Bowl commercial last year. (Was there an office in America where people weren’t going around saying, “PuppyMonkeyBaby” after last year’s Big Game?) As it was generally considered the funniest commercial of the Super Bowl 50, we definitely have high hopes their 2017 Mountain Dew Super Bowl ad will be received.


Mercedes – Benz

Mercedes-Benz spent Super Bowl 50 on the sidelines, which we already take to be a good sign. Why? Because it means they have had a whole two years to come up with unforgettable creative for their 2017 commercial! What’s more, they have none other than the COEN BROTHERS on board to direct their spot! And it is amazing?

According to Mercedes, the Easy Driver ad “pays homage” to the 1969 cult film Easy Rider, its leading actor and Mercedes-Benz fan Peter Fonda and the song “Born to be wild” by Steppenwolf. Directed by Oscar-winning duo Joel and Ethan Coen, the film unites the legendary actor with the new Mercedes-AMG GT C Roadster.” For our money this is the winner by a long shot.



In their ongoing campaign centered around the tagline, “you’re not you when you’re hungry,” Snickers has called upon celebrities ranging from Betty White and Danny Trejo to Steve Buscemi and Willem Dafoe. This year’s commercial stars Adam Driver, best known for his role as Kylo Ren in Star Wars. While the tagline will remain the same, this year Snickers is going for a brand new format! They will be airing the commercial in real time. Four teasers have already aired, but we’re still not sure what will happen on Game Day.


Yellow Tail Wine

Yellow Tail isn’t letting beer dominate this year unopposed. Although in our view, it might have been better if they had stayed on the sidelines. The wine brand is in the Big Game for the first time with a regional spot that helped it circumvent Anheuser-Busch’s exclusive alcohol category ad rights for the Super Bowl.

The ad from Burns Group features a new spokesperson, “Yellow Tail Guy,” and a kangaroo sidekick enjoying Yellow Tail wine at a party, a backyard barbecue and on a beach.

“We’re using comedy to show that this wine is really fun to drink – to show that of the 5,000 available wine brands, Yellow Tail is the one that’s associated with fun,” said Mike Burns, founder of Burns Group. We respectfully suggest Mr. Burns needs to Google comedy, and 3D VFX, as this one is a real shocker. It is without a doubt, the dingo’s derriere of 2017. Ouch!


TurboTax – Humpty Fall

As my esteemed colleague Alexander McMahon said in his top picks of Superbowl ads: “A beautifully made comical tale featuring Humpty Dumpty, a great fall, police, interested parties and we suspect, some glue. It’s a clever visual effects feast that is as memorable as it is entertaining. Who knew the subject of tax returns could be approached with such flair?”


Squarespace – Who is

It a close second to the Benz ad but Malkovich has already proven that he’s quite willing to engage in self deprecation for the sake of humour and here he does it with such fabulous style and in the mood we have become accustomed too and love. In the words of the man himself, “What the F**K is going on?”


We’ll soon know who the winners and losers are. But as Aussie’s, we’re already mortified to see Skippy’s relative derogated in such a manner. Please let us now how you score them.

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