Best and worst Super Bowl ads ranked

This photo provided by PepsiCo shows Peter Dinklage in a scene from the company's Doritos Blaze Super Bowl spot. For the 2018 Super Bowl, marketers are paying more than $5 million per 30-second spot to capture the attention of more than 110 million viewers. (PepsiCo via AP)

(KUTV) — Utah's "best of state" advertising agency, Richter7, ranked the best and worst 2018's Super Bowl ads.

Companies spent at least $5 million for ads broadcasted during this year's Super Bowl, which drew 112 million viewers.

"We're seeing various new advertisers in this year's Super Bowl, including Kraft, which joins the ad game to promote their family-centered campaign using real families," said Tim Brown, Richter7 president. "Brands like Diet Coke are coming back into the game after 21 years to use the game to promote new flavors and a new look."

Richter7 reviewed and critiqued each and every Super Bowl ad during its 23rd annual Richter7 Ad Bowl, an event that engages these daily ad makers.

The crowning act is voting ads into seven categories, including "Best Low Budget Award" and "Championship Chuckle Award."

"As fans are paying more attention to the creativity of the ads, advertisers feel the pressure to build up for their commercial," Brown said. "Many advertisers are working to get more eyeballs. But Skittles is taking a new approach to this and is trying something new. They will only be showing the spot to just one teenage fan. His reaction to the ad will be live streamed on their Facebook page, but the general public will never see the actual ad."

  • Illegal Use of $$$$ Award: Turkish Airlines - "5 Senses"

  • Creative Fumble Award: Coca-Cola Diet Coke Twisted Mango - "Groove"

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