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Some watch football, others watch commercials – but regardless of what you watch, the fact is that the Super Bowl is not a cheap entertainment show to produce.
Off the field, the Super Bowl created countless memories the size of Chrysler’s “Imported from Detroit” to Danny DeVito’s M&M ad – all of which cost millions of dollars to broadcast to audiences worldwide.
Before this year’s big game, here’s a look back at some of the most expensive Super Bowl ads of all time.
1) Amazon – “Alexa loses her voice”, 2018 ($ 15 million)
Cardi B was one of the stars featured in Amazon’s expensive ad. (Photo by Prince Williams / Wireimage)
According to the Seattle Times, Amazon disbursed about $ 15 million for its 90-second ad promoting the company’s virtual assistant, Alexa.
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When Alexa loses her voice, stars like Cardi B, Sir Anthony Hopkins, Gordon Ramsay and Rebel Wilson appear as his replacement.
Amazon CEO Jeff Bezos even appears in the ad.
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2) Chrysler – “Imported from Detroit”, 2011 ($ 9-10 million)
Chrysler’s ‘Imported from Detroit’ ad featured the Chrysler 200 and featured Detroit’s own Eminem. (Getty)
Chrysler is estimated to have spent $ 9-10 million to introduce the Chrysler 200 to audiences worldwide.
The commercial – also known as “Born of Fire” – told the story of Detroit, Michigan and featured none other than Detroit’s Eminem himself, who was seen driving the Chrysler 200 throughout the ad. The commercial was created to the sound of Eminem’s famous 2002 classic, “Lose Yourself”.
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The ad is notable for its two-minute run – far more than the traditional 30-second Super Bowl ad.
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3) Bud Light – “Up for Whatever”, 2014 ($ 12 million)
Bud Light caught the eye with its questionable ‘Up for Whatever’ advertising campaign. (Anheuser-Busch)
According to ESPN, Bud Light disbursed $ 12 million to promote its new slogan “The perfect beer for whatever happens”.
The ad featured Reggie Watts, Arnold Schwarzenegger, Don Cheadle, Minka Kelly and the band OneRepublic.
Although the ad featured a star-studded cast, the slogan received a lot of criticism for its apparent deafness and accusations of enabling the culture of rape.
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4) Lucasfilm – “Solo: A Star Wars Story”, 2018 ($ 7.8 million)
The “Star Wars” play directed by Ron Howard was a 45-second hit on televisions around the world during Super Bowl LII.
According to NBC, advertising spend was estimated at about $ 7.8 million, while the commercial received 64.6 million ad impressions.
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5) M & M’s – Danny DeVito becomes M&M, 2018 ($ 7.7 million)
‘It’s Always Sunny in Philadelphia’ star Danny DeVito starred as a human M&M in the company’s 2018 Super Bowl ad. (Getty)
The hilarious M&M ad features actor Danny DeVito of “It’s Always Sunny in Philadelphia” as he traverses city life as a human M&M.
The ad shows an animated red M&M that takes a lucky coin, wants to become a human and then turns into DeVito.
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The star then goes out asking people if they would eat it before being hit by a truck. DeVito survives, but receives a severe conversation from his fellow M&M.