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Super Bowl 52 commercials: What was most memorable?

February 5, 2018 GMT

Super Bowl 52 commercials: What was most memorable?

CLEVELAND, Ohio – For the most part, the commercials that aired during Super Bowl 52 drew very few laugh-out-loud moments, but some resonated – for a variety of reasons. Here’s a look at three that got their points or products across:

1. HUMOR

Eli Manning shows he has the family’s ready-to-poke-fun-at-himself gene as he teams with Odell Beckham Jr. in a riff on 1987′s “Dirty Dancing.” Manning’s in the Patrick Swayze role, Beckham is portraying Jennifer Grey’s character, and the choreography is perfect – even down to Beckham bobbing his head back and Manning beckoning him for the final leap.

Why it works: It’s actually an NFL promo, and it made us laugh. It comes at the end of a season when fans were divided on players kneeling and as the league continues to deal with concussions. Even for just one moment, the league’s promotion reminds us that players are still guys who can laugh.

No body puts Beckham in the corner..... #DirtyDancing pic.twitter.com/vW50hFqv36— Mike Rivera (@zonedmike) February 5, 2018

2. CONTROVERSIAL

The Twitter universe blew up – pro and con - after Dodge aired an ad using a speech exactly 50 years ago – Feb. 4, 1968 – from The Rev. Dr. Martin Luther King. Everybody can be great, King says, as the company brings home the message that greatness isn’t only for the elite. “You only need a heart full of grace, soul generated by love,” King says. But in the end, it’s an advertisement for a truck with a voiceover from a man known for his unequivocal stance on peace.

Why it works: Showman P.T. Barnum once famously said “There is no such thing as bad publicity.” It was the most divisive ad of the night without question. And it did its job because, love it or hate it, we will remember three words: Dodge, Ram, Trucks.

Put us down for absolutely hating the @Dodge commercial. Using MLK Jr’s words to sell pickup trucks is shameful. Can’t imagine how that seemed like a good idea. #RamBuiltToServe— Clay Lambert (@wicknews) February 5, 2018

@Dodge, That’s the best Super Bowl commercial EVER. The “brothers” are proud. Yours and mine. @Morehouse @RamTrucks #RamBuiltToServe— Dr. Corey Hébert® (@DrCoreyHebert) February 5, 2018

3. CELEBRITIES

Each year, it seems, one product or company pulls out all the stops, producing a commercial with a screen full of celebrities. This year’s was the Alexa-loses-her-voice commercial, with rapper Cardi B., actor Anthony Hopkins, chef Gordon Ramsay and others – including a cameo from Amazon’s Jeff Bezos. Each stays in his or her own character as they fill in for the voice-less Alexa, and it was one of the funniest of the night.

Why it works: There’s never a moment when you don’t know exactly what product is being pitched here, yet you don’t feel like Amazon is beating you over the head with it: A deft trick. Also, the celebrities chosen are a smart collection, appealing to a range of age groups. Hopkins slides into his quietly chilling character Hannibal Lecter, which dates to the 1980s and was made famous in the 1991 movie “The Silence of the Lambs.” Ramsay is a well-known television foodie, and Cardi B. covers the hip-hop and reality TV worlds. Multiple generations, one message.