By all measures Doritos ‘Ultrasound’ emerges as by far the big winner of the 2016 Super Bowl – most popular, most engaging, most shared

In an unprecedented success for Doritos, the Australian commercial made for its Crash the Super Bowl contest has emerged as by far the most popular commercial played at the 2016 Super Bowl. Ultrasound was a collaboration between Melbourne production company Mr Smith and Melbourne agency Cummins & Partners. 

Speaking to Campaign Brief from Los Angeles, director Peter Carstairs (above), who’s on a plane back home today, said the response to the commercial has been completely overwhelming: “It’s had the most phenomenal impact in the US. It’s been on all the TV shows, in magazines, and it’s at the top of pretty much every list I see. I’ve got Entertainment Weekly open in front of me now, and there it is as their favourite ad of the Super Bowl (from a field of 70 ads that screened). Literally everyone has seen it and been impacted one way or another! Never in our wildest dreams did we expect it to touch a chord here like it has. It’s quite humbling.”

The New York Post, TiVo, Adforum, Adweek and Unruly all rated ‘Ultrasound’ as the most popular, most engaging, and most shared Super Bowl commercial of 2016.

With close to 80 million views online, this makes it not just the most successful 2016 Super Bowl commercial but also the most successful commercial in the ten-year history of the Doritos Crash the Super Bowl contest.

Despite this, Ultrasound didn’t win the $1 million first prize in the competition that encouraged fans to vote for their favorite ad online; that honour went to ‘Doritos Dogs’ from the USA.