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The Top Rated Super Bowl Commercial Each Year

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Since 1989, USA Today has asked viewers to sit through the beer ads, candy commercials, and those awful GoDaddy spots to pick the best. Last year, they expanded their online operations to poll 7619 panelists who were asked to watch the entire broadcast and, in live time, score each commercial on a scale of 1 to 10. As you prepare to judge 2014's commerical offerings, let's take a look back at the best of previous years:

1989 – American Express

In a fairly straightforward commercial (OK, straightforward for the Super Bowl), actors Jon Lovitz and Dana Carvey, who were both on Saturday Night Live at the time, use their credit cards to get to the big game in Miami. Lovitz has trouble with his Visa, while Carvey is in paradise with his American Express.

1990 – Nike


Announcers, including the likes of Harry Caray, call an event that keeps changing sports with shots of Wayne Gretzky, Michael Jordan, and Bo Jackson. The phrase “Nice shoes” keeps being used. Oh, and there’s even a Richard Nixon joke.

1991 – Diet Pepsi

Because America was fighting the Gulf War at the time, USA Today says many advertisers switched their funny commercials to more serious ones—and those spots didn’t even make their top 10. Diet Pepsi and Ray Charles asked the world if their jingle had caught on yet, receiving a unanimous “sure, dude.”

1992 – Nike

“Who’d you expect, Elmer Fudd?” asks Michael Jordan in Nike’s winning ad, which also featured Bugs Bunny. This commercial laid the groundwork for the future cinematic work of art, Space Jam.

1993 – McDonald’s

Maybe Michael Jordan is what it takes to hit number one; by 1993, he had been featured in three winning commercials. Jordan and Larry Bird duel against each other in an outrageous game of H-O-R-S-E played throughout Chicago. All in the name of the almighty Big Mac.

1994 – Pepsi

A lab chimp drinks a bottle of Pepsi, drives to the beach, and turns into a party animal. Enough said. This begins Pepsi’s domination over other Super Bowl commercials for the next four years.

1995 – Pepsi

Using his straw to get the last drop of Pepsi in his bottle, a young boy on a beach accidentally sucks so hard that he pulls himself into the bottle. His little sister yells, “Mom, he’s done it again!”

1996 – Pepsi

A Coke driver is delivering a new batch to a store when he decides to grab a Pepsi. The whole shelf of cans tumbles to the floor while the Hank Williams song “Your Cheatin’ Heart” plays in the background. Anyone else imagining a modern-day version with Carrie Underwood’s “Before He Cheats”?

1997 – Pepsi

These bears had a primal urge to dance to the tune of the YMCA song, just using the letters that spell out Pepsi. Bless the old man toward the end who makes a Macarena joke.

1998 – Pepsi

This was the last year for Pepsi, who had proved to be a powerhouse during the mid-90s. In this minute-long spot, a skysurfer goes head to head with a goose. The two eventually share a Pepsi and a flock of geese fly away, creating the company’s logo in the sky.

1999 – Budweiser

Enter Budweiser, a company that will play on its Clydesdale tradition and dominate Super Bowl ads from here on. Two dalmatian puppies are separated at birth, one becoming a part of a firehouse and the other the mascot of the Clydesdale-driven beer wagon.

2000 – Budweiser

Rex the Wonder Dog isn’t cooperating on set. While his director is yelling at him, we see the dog’s dream: While chasing a Budweiser truck, he slams into the side of a mini-van. The dog howls, the director catches it on film, and the movie becomes a success.

2001 – Bud Light

Anheuser-Busch replaces their love for animals with Cedric the Entertainer. While trying to entertain his date, the romance takes a turn for the worse when his bottle of Bud Light accidentally explodes on the girl.

2002 – Bud Light

Satin sheets—good. Bud Light—great. The two together? Not so much. A woman begins enticing her beau to join her on their satin sheets with Bud Light, but it doesn’t go as planned. He slides across the sheets and flies out the bedroom window.

2003 – Budweiser

Another Budweiser spot using their famous Clydesdale horses. This time, Budweiser is parodying the use of instant replay by having football-playing horses and a referee zebra. When one of the two humans watching the game calls the ref a “jackass,” the other responds, "I believe that's a zebra."

2004 – Bud Light

They brought back the animals … just not in a good way. Two dog trainers are using their pets to try to outdo each other. It gets weird when one dog bites the other trainer in the groin. This was the same year that Janet Jackson introduced “wardrobe malfunction” into our everyday language.

2005 – Bud Light

A first-time skydiver is too scared to jump out of the plane—and when his instructor tosses a six-pack of Bud Light out of the hatch, it's the plane's pilot who takes the plunge. 

2006 – Bud Light

In what is a “genius” idea, a man installs a turntable so he can hide his refrigerator in an attempt to keep his friends away from his Bud Light. The turntable, though, sends his box to the apartment next door where a group of men are praising the “magic fridge.”

2007 – Budweiser

On a beach, a bunch of crabs hijack a cooler filled with Bud Light. When two bottles in the cooler make it appear like a large crab surrounded by a halo of sun, the gang begins to idolize it.

2008 – Budweiser

In a tribute to Rocky, a horse is turned down to join the iconic horse-drawn Budwesier Clydesdale wagon, but gets inspiration from an unlikely mentor: a dalmatian. The horse trains through the toughest of conditions to join the hitch team.

2009 – Doritos

Doritos ended the reign of the Anheuser-Busch dynasty this year with their first-ever fan-generated commercial. Two men use a snow globe—what one character calls his "crystal ball"—to make wishes for the future. One man says that there will be free Doritos at work, so he throws the snow globe into a vending machine, breaking the glass to get at the Doritos. The other man wishes for a promotion, but accidentally hits his boss when he throws the globe.

2010 – Snickers

“You’re playing like Betty White out there!” Put an aging character actor in a commercial, let her get tackled during a football game, and apparently it’s solid gold that other Super Bowl commercials dream of.

2011 (tie) – Bud Light and Doritos

This was the first year the system returned a tie. Anheuser-Busch and Doritos were neck and neck in 2011, but not so much in 2012 and 2013.

A man is asked to housesit a group of intelligent dogs in a home with a refrigerator full of Bud Light. The man puts the dogs to work, catering a party and serving the product to guests.

In another user-generated win for Doritos, a man teases his girlfriend’s pug with a bag of Doritos. The guy closes and stands behind a glass door, but the pug runs and pounces on the door, knocking it down and taking the bag of chips.

2012 – Doritos

When a man witnesses his dog bury his wife’s cat, the dog bribes the man with bags of Doritos to keep mum. The dog’s plan worked, the commercial worked, and it only cost the video’s creator $20 to put together.

2013 - Budweiser

The big score (and waterworks) of the 2013 Super Bowl came when Budweiser told an emotional story of a trainer and the horse he breeds and raises to be a Budweiser Clydesdale. After seeing the baby horse and trainer interact, the commercial jumps three years, where we see the two re-unite at a big-city parade. The “Brotherhood” spot, which received an averaged score of 7.76, is paying homage to Budweiser’s long relationship with Super Bowl ads and with their horses. “It will be one that makes people smile, maybe put a little bit of a tear in their eye, it’s a very emotionally evocative spot. It’s a great piece and a nod to the tradition of the Clydesdales,” said Paul Chibe, vice president of U.S. marketing for Anheuser-Busch.

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#TBT
The Highs and Lows of the Dell Dude
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John Lamparski/Getty Images for Hulu

Benjamin Curtis was just 19 years old when he went to the open audition that would change his life, but he still felt like a senior citizen. He was surrounded by child actors from the ages of 12 to 17, most of them accompanied by their mothers. The group was part of a casting call for Dell, the personal computing company well-known to business and educational customers but an unproven commodity for the home market.

Dell’s ad agency, Lowe Worldwide, hoped to change that reputation by introducing the character of Steven, a sharp, tech-savvy teen who would extol the virtues of Dell’s desktop and laptop offerings in a charmingly goofy manner. Even though he was two years outside the age range, Curtis’s agent believed he had a shot.

He read. And read again. And then read a third time. By December 2000, Curtis had gotten the part and was quickly becoming known as the “Dell Dude,” a pitchman who rivaled the Maytag Man in terms of commercial popularity. But by 2003, the character would disappear, victimized by a peculiar kind of corporate hypocrisy. While the Dell Dude’s stoner wisdom was good for laughs and increased sales, Curtis being arrested for actual marijuana possession was not.

In 1984, Michael Dell was a pre-med student at the University of Texas when he began tinkering with home computing hardware. A serial entrepreneur—he once made $18,000 as a teenager collecting data to find new subscribers for the Houston Post—Dell figured that custom machines and aggressive customer support would help fill a niche in the growing PC market.

He was right. Dell racked up $1 million in sales that year and spent the next decade and a half expanding into a billion-dollar enterprise. But a lot of Dell’s business consisted of commercial accounts like schools and government offices, leaving direct-to-consumer sales largely untapped. To help introduce Dell to those users, the company hired Lowe Worldwide to create a campaign that would appeal to people who felt intimidated by the personal computing phenomenon.

Lowe conceived of a precocious kid who could rattle off Dell’s specs and lend a human face to their line of hardware. But the “Dell Dude” wasn’t fully realized until Curtis walked in the door.

Originally from Chattanooga, Tennessee, Curtis grew up interested in performing magic and drifted toward theater in an attempt to strengthen his stage presence. He went on to earn an acting scholarship to New York University and had a roommate who knew a commercial talent agent. Having been introduced to her, he began going out on casting calls. One of them was for Dell.

Embodied by Curtis, the Steven character morphed into a Jeff Spicoli-esque surfer archetype, fast-talking and charming. In his first appearance, Steven makes a videotaped appeal to his father for an $849 Dell desktop “with a free DVD upgrade” because he knows his dad “likes free stuff.” In another, he encourages a friend’s family to gift his buddy with a Dell for $799, complete with an Intel Pentium III processor.

The commercials debuted in 2000, but it wasn’t until DDB, the Chicago ad agency that took over Dell’s account, introduced a catchphrase that Steven acquired his nickname. In his fourth commercial, he announced to his friend, “Dude you’re getting a Dell!”

From that point on, Dell’s splash into residential home computing was guaranteed. Sales rose 100 percent, with Dell’s market share growing by 16.5 percent. The awareness was almost exclusively the result of Curtis’s popularity, which grew to include numerous online fan pages and calls for personal appearances. Younger viewers wrote in and wondered if he was available for dates; older viewers considered him a non-threatening presence.

By 2002, Steven had starred in more than two dozen Dell spots. In some of the later ads, he took a back seat, appearing toward the end of the ads. The cameos prompted some concern among fans that Dell would be sidelining Curtis, but company representatives denied it. In early 2003, however, the Dell Dude found himself out of a job.

“Dude, you’re getting a cell” was the headline in media accounts of Curtis’s arrest in February 2003 on suspicion of attempting to purchase marijuana. Curtis was on Manhattan’s Lower East Side and sporting a kilt he recently acquired in Scotland when an undercover officer spotted him purchasing the drug from a dealer. After being held in custody overnight, Curtis was released and the case was adjourned. If he stayed out of trouble for a year, his record would be expunged.

The New York Times compared the relative innocuousness of his arrest to that of actor Robert Mitchum, who was arrested on a marijuana-related charge in 1948. Despite living in a more conservative era, Mitchum’s career was largely unaffected. The same didn’t hold true for Curtis, however; he was promptly dropped by Dell as their spokesperson. According to Curtis, the company had a strict no-drugs policy for employees, and one strike was all it took to force his dismissal.

Feeling ostracized from commercial work and typecast by the role, Curtis juggled gigs while working at a Mexican restaurant in New York and enduring daily recognition from customers. “They’ll get really drunk, and they’ll start yelling things at me,” he told Grub Street in 2007. “I either ignore them, or if it’s way out of hand, I go up and say, ‘I appreciate your support, but my name is Ben.’ That usually doesn’t work so I smile and ignore them.”

Dell never found a mascot as well-liked as Curtis. They hired singer Sheryl Crow to appear in spots beginning in 2005, but she didn't sway consumers as much as Steven had. In 2010, the company attempted to battle back from negative press over selling defective computers to customers between 2003 and 2005. Today, they typically occupy a list of the top three PC companies, trailing Lenovo and HP.

Curtis, meanwhile, made a segue into off-Broadway performing and now operates Soul Fit NYC, a holistic wellness center in New York that offers yoga, massage, personal training, and life coaching services. Although he’s expressed interest in coming back to Dell as a spokesperson, the company may not appreciate his latest indiscretion: In 2013, he admitted to owning a MacBook.

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Sarah Mahala Photography & Makeup Artistry, Wikimedia Commons // CC BY 2.0
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History
Why Lucky the Leprechaun Was Missing From Some Lucky Charms Boxes in 1975
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Sarah Mahala Photography & Makeup Artistry, Wikimedia Commons // CC BY 2.0

It’s hard to picture a box of Lucky Charms without a smiling leprechaun plastered on the front of it. But cereal fans living in New England in the 1970s may remember a brief period when Lucky was nowhere to be seen. In his place was a forgetful wizard who was barely given a chance to make a blip in cereal mascot history.

As Atlas Obscura shared in a recent story, Waldo the Wizard became the face of Lucky Charms in select stores in 1975. At that point, Lucky had been representing the brand since it was introduced over a decade earlier, but General Mills was toying with going in a different direction with the marketing.

Lucky’s shtick hasn’t changed much since Lucky Charms was introduced in 1964: In commercials, the leprechaun is enjoying his treasured cereal when a group of hungry kids comes along. Instead of offering to share, Lucky plots to keep his Lucky Charms to himself and always fails. It’s not exactly controversial as far as kids' ads go, but in the mid-1970s, executives worried that the mascot's unfriendly attitude towards children would rub consumers the wrong way.

Enter Waldo: a wizard who wore a green cloak spangled with hearts, stars, clovers, and moons, and, like Lucky, adored Lucky Charms. But unlike Lucky, Waldo was always warm with kids and never hesitated to share his breakfast. Instead of running away, his gag was that he was always forgetting where he put his box of Lucky Charms, to which the kids responded by reminding him that he could just conjure some up with magic.

Shoppers responded positively to Waldo during his trial run in New England stores, but after less than a year, General Mills pulled the plug on the experiment. It turned out that having a slightly more innocuous character wasn’t worth abandoning the original mascot after spending so much time and money promoting him.

While he’s undergone a few redesigns in the past 50 years, Lucky is still prominently displayed on every box of Lucky Charms. His cereal-hoarding tendencies have also remained the same, though Lucky was written to be a bit friendlier following Waldo’s short-lived era.

[h/t Atlas Obscura]

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