When Alexa loses her voice, celebrities—including Rebel Wilson, Cardi B, and Anthony Hopkins—help her get it back.
Alexa, who won USA TODAY’s 30th Ad Meter?
“Well, um – me.”
Alexa lost her voice but won the day in a funny, cameo-filled ad for Amazon’s Echo device. Ad Meter, presented by Kia and sponsored by Sprint, is a ranking of Super Bowl commercials based on consumer votes.
The winning ad opens when Alexa gets a common question: What’s the weather? Amazon’s virtual assistant answers in her familiar, soothing voice, “In Austin, it’s 60 degrees with a chance …” and then she coughs and conks out.
Amazon founder and CEO Jeff Bezos, as himself, is reassured by his uncertain staff that replacements are at the ready. Among those who try — and spectacularly fail — to fill Alexa’s virtual vocal cords are Gordon Ramsay, Rebel Wilson, Cardi B and Sir Anthony Hopkins.
When Alexa’s voice returns, so does she. No explanation is offered for what happened to her. But, hey, it is flu season.
The NFL finished second in razor-close voting. Eli Manning and Odell Beckham Jr. staged a two-stepping touchdown celebration as a spot-on parody of the Patrick Swayze-Jennifer Grey dance scene from the 1987 movie Dirty Dancing. The NFL, which used to penalize TD celebrations, instead celebrated them in the commercial set to “(I’ve Had) The Time of My Life.” Broadway choreographer Stephanie Klemons coached up the players, who gave 110%.
STILL MORE: Check out every ad from the second half
Budweiser placed third with an ad about the company’s emergency water program, starring employees from the brewery in Cartersville, Ga. That’s where they make beer, of course, but also where they produce clean drinking water for communities hit by natural disasters. Over the past 30 years, the Cartersville site has helped to provide more than 79 million cans of clean drinking water in times of need.
Doritos Blaze and MTN DEW ICE took fourth in what PepsiCo says marked the first time one company advertised two of its trademarks in one Super Bowl commercial. The fire-and-ice showdown was a lip-sync rap battle between Peter Dinklage and Morgan Freeman.
Toyota was fifth with the first ad in its history that featured no cars. The commercial centered on the heartwarming story of Lauren Woolstencroft, a Paralympian born with no legs below the knee and no left arm below the elbow. Toyota’s ad is part of campaign to spread word about its evolution into what it calls a mobility company.
The themes of the night were humor, as in Alexa and NFL dirty dancing, and humanitarianism, as in Bud’s and Toyota’s ads. Amazon won Ad Meter for the first time.
Budweiser has won more than any other advertiser. Last week, Bud won a separate contest held this year, the Ad Meter 30th Anniversary Bracket, presented by Kia and sponsored by Sprint. USA TODAY assembled a bracket-style contest among past Ad Meter winners and Bud’s 2014 commercial called “Puppy Love” took the title.
Ad Meter 2018: NFL 2 | 1:00
Eli Manning and Odell Beckham Jr. star in this ad for the NFL.
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Ad Meter 2018: T-Mobile | 1:00
Welcome to the world, little ones! Babies are featured in this T-Mobile ad.
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Ad Meter 2018: Blacture | 0:30
Pras — rapper, Grammy and Emmy winner, actor and filmmaker — is on a mission to give black culture something he believes is missing: a place to be heard, to be celebrated, to be empowered.
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Ad Meter 2018: HBO, Westworld Season 2 | 1:40
A look at the upcoming season of HBO’s Westworld.
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Ad Meter 2018: Tide 2 | 0:15
This is an Old-Spice-guy-starring, Old-Spice-horse-featuring, Old-Spice-looking, Old-Spice-sounding and, we can only assume, Old-Spice-smelling Tide ad. Because there are clean clothes.
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Ad Meter 2018: Tourism Australia | 1:00
The greatest name in the outback is back in the outback! Only this time, Dundee isn’t a Hollywood movie. It’s a giant tourism ad for Australia.
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Ad Meter 2018: E-Trade | 0:30
E-Trade encourages you to save for retirement in this Super Bowl ad.
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Ad Meter 2018: Ram 2 | 1:07
In the spirit of Dr. Martin Luther King, Jr., Ram truck owners also believe in a life of serving others.
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Ad Meter 2018: Sketchers | 0:15
From his busy travels to his time on the TV set, football Hall-of-Famer Howie Long loves to treat his feet to Skechers Wide Fit Sport with Air-Cooled Memory Foam.
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Ad Meter 2018: Ram | 1:10
The All-New Ram 1500 is designed to take on the most epic adventures, including this one – hauling a horde of Vikings across the Icelandic tundra, towing a massive Viking ship, all while singing a fast-paced version of Queen’s “We Will Rock You.”
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Ad Meter 2018: Jurassic World: Fallen Kingdom | 1:35
Jurassic World: Fallen Kingdom debuts its trailer at Super Bowl LII
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Ad Meter 2018: NBC Winter Olympics | 1:00
In this ad, set to “Girl On Fire” by Alicia Keys, Olympic skier Lindsey Vonn overcomes adversity on the way to becoming a champion.
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Ad Meter 2018: Persil | 0:30
Got caught in a guac-ward situation? The Professional has a tip for that dip: Persil ProClean. It’s the premium detergent for game-day stains.
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Ad Meter 2018: Toyota ‘Good Odds’ | 1:00
Toyota’s ad traces the journey of Paralympic gold medalist Lauren Woolstencroft, who says that “when we’re free to move, anything is possible.”
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Ad Meter 2018: Toyota ‘One Team’ | 1:00
Clergymen of different faiths join together to attend a football game, where they meet up with their nun friends.
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Ad Meter 2018: Toyota ‘Mobility Anthem’ | 0:30
With new technology, Toyota celebrates the power of movement.
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Ad Meter 2018: Bud Light 1 | 0:45
The second installment in Bud Light’s “Dilly Dilly” Super Bowl trilogy, this spot focuses on the preparations for a Game of Thrones style battle.
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Ad Meter 2018: Bud Light 2 | 1:00
The final installment of Bud Light’s “Dilly Dilly” Super Bowl trilogy, this spot features a Game of Thrones-style battle that culminates in the Bud Knight saving the day.
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Ad Meter 2018: Hulu | 0:30
A trailer for the new Hulu series Castle Rock, which is based on the work of Stephen King.
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Ad Meter 2018: WeatherTech | 0:31
WeatherTech’s ad highlights the car floor mat company’s commitment to making its products in America.
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Ad Meter 2018: Coca-Cola | 1:00
With a poem, Coca-Cola celebrates individuality and inclusivity.
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Ad Meter 2018: Sprint | 1:00
Intelligent robots with a wicked sense of humor instruct their creator to switch to Sprint cell phone service.
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Ad Meter 2018: Kia | 1:14
A drive in the new Kia Stinger makes Aerosmith lead singer Steven Tyler young again—literally.
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Ad Meter 2018: Amazon | 1:30
When Alexa loses her voice, celebrities—including Rebel Wilson, Cardi B, and Anthony Hopkins—help her get it back.
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Ad Meter 2018: Tide 3 | 0:15
These ads didn’t become Tide ads; they were always Tide ads. That’s because they are ads with clean clothes, and clean-clothes ads are always Tide ads. It’s probably better we let David Harbour explain it.
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Ad Meter 2018: Squarespace | 0:40
Actor Keanu Reeves, a Squarespace customer who uses the web platform to host his motorcycle company’s site, calmly recites a motivational mantra to himself while standing up on his fast-moving bike.
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Ad Meter 2018: Avocados from Mexico | 0:30
An avocado-loving, glass-enclosed community revolts when it finds out that all the chips are stuck outside the bubble.
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Ad Meter 2018: Universal Parks & Resorts | 0:30
Former NFL quarterback Peyton Manning can’t quite get out of football mode while visiting Universal Orlando.
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Ad Meter 2018: Doritos/Mountain Dew | 1:00
With help from Busta Rhymes and Missy Elliott, actors Peter Dinklage (Doritos Blaze) and Morgan Freeman (Mountain Dew Ice) square off in a rap battle.
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Ad Meter 2018: Wendy’s | 0:30
While touting its own use of fresh beef, Wendy’s takes a direct shot at its competition.
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Ad Meter 2018: Michelob ULTRA | 0:30
Training to become Michelob ULTRA’s spokesperson isn’t easy, but nothing will stop Chris Pratt from making his fit and fun Super Bowl debut.
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Ad Meter 2018: Amazon Prime | 0:59
A first look at the much-anticipated CIA thriller centered on the famed and lauded Tom Clancy hero Jack Ryan.
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Ad Meter 2018: Michelob ULTRA Part 2 | 0:30
Long-distance runner Shalane Flanagan, golfer Brooks Koepka, and surfer Kelly Slater join action star Chris Pratt in Michelob Ultra’s second ad of Super Bowl LII.
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Ad Meter 2018: M&M’S | 0:30
Tired of the world wanting to eat him, the red M&M makes a wish: to be human.
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Ad Meter 2018: Groupon | 0:30
Comedian Tiffany Haddish stars in Groupon’s ode to local business.
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Ad Meter 2018: Budweiser | 1:00
Real workers from Budweiser’s Cartersville, Ga., brewery are featured in this ad, which focuses on Anheuser-Busch’s emergency water program.
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Ad Meter 2018: Febreze | 0:30
Dave, whose [bleep] doesn’t stink, is the perfect pitchman for Febreze.
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Ad Meter 2018: Stella Artois | 0:30
Stella Artois and Water.org team up to help provide clean drinking around the world.
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Ad Meter 2018: Pringles | 0:31
Multi-talented actor Bill Hader hams it up in Pringles’ first Super Bowl ad.
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Ad Meter 2018: Lexus | 1:00
Chadwick Boseman stars in this Black Panther themed Lexus LS 500 Super Bowl ad.
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Ad Meter 2018: Wix.com | 0:36
YouTube personalities Rhett & Link use web platform Wix.com to help build their brand.
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2018 Ad Meter: Youtube | 0:30
Youtube’s Super Bowl LII ad.
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Ad Meter 2018: Hyundai | 1:05
What if metal detectors detected something more? See how we surprised our Hyundai owners at this year’s Super Bowl LII.
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Ad Meter 2018: Disney | 1:00
Solo: A Star Wars Story. In theaters May 25.
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Ad Meter 2018: NFL | 0:30
Football doesn’t stop. Jalen Ramsey, Marquette King, Devonta Freeman, Jared Goff, Stefon Diggs and Travis Kelce show that next season starts now.
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Ad Meter 2018: Tide | 0:45
A clam? A car? A David Harbour in your bathroom? Oh, I get it. It’s a Tide commercial. Not because of all that stuff, but because of the clean clothes. What else could clean clothes be an ad for but Tide?
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Ad Meter 2018: Universal’s Skyscraper | 0:45
The theatrical trailer for Universal’s Skyscraper.
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Ad Meter 2018: Diet Coke | 0:30
Diet Coke premiers its ad for Super Bowl LII.
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Ad Meter 2018: Jeep | 0:40
Where the road ends, is where your real story begins. The New 2019 Jeep Cherokee.
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Ad Meter 2018: Verizon | 0:10
Justin Timberlake reminds us to remember the first responders who keep us safe, each and every day.
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Ad Meter 2018: Monster Products | 1:00
Super Bowl LII ad for Monster Products.
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Ad Meter 2018: Quicken Loans | 1:00
Keegan-Michael Key stars in the Quicken Loans Super Bowl ad.
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Ad Meter 2018: Paramount | 0:29
The official Mission: Impossible – Fallout big game spot.
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Ad Meter 2018: TurboTax | 0:38
There’s nothing to be afraid of. Things are never as scary as you might think. Like doing your own taxes. Just answer some simple questions. It’s lemon squeezy!
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Ad Meter 2018: Kraft | 0:30
Fans sent in pictures from their Super Bowl parties and made their way onto Kraft’s ad.
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Ad Meter 2018: Verizon 2 | 1:00
Verizon honors first responders in this ad.
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Ad Meter 2018: Pepsi | 0:30
Narrated by Jimmy Fallon, this spot celebrates the history of Pepsi with past ad campaign stars, including Cindy Crawford, Britney Spears, and Jeff Gordon.
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Ad Meter 2018: Marvel | 0:30
A look at Marvel’s Avengers: Infinity War.
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Ad Meter 2018: Jeep 2 | 1:09
Marvel at the unmatched capability of the All-New 2018 Jeep® Wrangler as it goes head-to-head with the mighty T-Rex.
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Ad Meter 2018: Jeep 3 | 0:40
When you make the most capable Jeep Wrangler ever, you could talk about it, or you could just let it speak for itself. The All-New 2018 Jeep Wrangler is featured in this ad.
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Ad Meter 2018: Tide 4 | 0:15
This ad isn’t an ad for what it’s meant to be an ad for, because it’s an ad with clean clothes, and a clean clothes ad is a Tide ad.
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Ad Meter 2018: Turkish Airlines | 0:45
Dr. Oz stars in this ad for Turkish Airlines.
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Ad Meter 2018: Netflix | 0:30
A look at The Cloverfield Paradox on Netflix.
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Ad Meter 2018: Intuit | 0:15
Intuit Giants harness the power of TurboTax and QuickBooks to save you time and money, so you can get back to the things that matter most.
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Ad Meter 2018: NFL 2
Ad Meter 2018: T-Mobile
Ad Meter 2018: Blacture
Ad Meter 2018: HBO, Westworld Season 2
Ad Meter 2018: Tide 2
Ad Meter 2018: Tourism Australia
Ad Meter 2018: E-Trade
Ad Meter 2018: Ram 2
Ad Meter 2018: Sketchers
Ad Meter 2018: Ram
Ad Meter 2018: Jurassic World: Fallen Kingdom
Ad Meter 2018: NBC Winter Olympics
Ad Meter 2018: Persil
Ad Meter 2018: Toyota ‘Good Odds’
Ad Meter 2018: Toyota ‘One Team’
Ad Meter 2018: Toyota ‘Mobility Anthem’
Ad Meter 2018: Bud Light 1
Ad Meter 2018: Bud Light 2
Ad Meter 2018: Hulu
Ad Meter 2018: WeatherTech
Ad Meter 2018: Coca-Cola
Ad Meter 2018: Sprint
Ad Meter 2018: Kia
Ad Meter 2018: Amazon
Ad Meter 2018: Tide 3
Ad Meter 2018: Squarespace
Ad Meter 2018: Avocados from Mexico
Ad Meter 2018: Universal Parks & Resorts
Ad Meter 2018: Doritos/Mountain Dew
Ad Meter 2018: Wendy’s
Ad Meter 2018: Michelob ULTRA
Ad Meter 2018: Amazon Prime
Ad Meter 2018: Michelob ULTRA Part 2
Ad Meter 2018: M&M’S
Ad Meter 2018: Groupon
Ad Meter 2018: Budweiser
Ad Meter 2018: Febreze
Ad Meter 2018: Stella Artois
Ad Meter 2018: Pringles
Ad Meter 2018: Lexus
Ad Meter 2018: Wix.com
2018 Ad Meter: Youtube
Ad Meter 2018: Hyundai
Ad Meter 2018: Disney
Ad Meter 2018: NFL
Ad Meter 2018: Tide
Ad Meter 2018: Universal’s Skyscraper
Ad Meter 2018: Diet Coke
Ad Meter 2018: Jeep
Ad Meter 2018: Verizon
Ad Meter 2018: Monster Products
Ad Meter 2018: Quicken Loans
Ad Meter 2018: Paramount
Ad Meter 2018: TurboTax
Ad Meter 2018: Kraft
Ad Meter 2018: Verizon 2
Ad Meter 2018: Pepsi
Ad Meter 2018: Marvel
Ad Meter 2018: Jeep 2
Ad Meter 2018: Jeep 3
Ad Meter 2018: Tide 4
Ad Meter 2018: Turkish Airlines
Ad Meter 2018: Netflix
Ad Meter 2018: Intuit
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