The Seahawks may have won on the field, but BBDO won in the boardroom as the creative agency behind the most ads in Super Bowl 60.
Behind six total spots from brands including Pepsi Zero Sugar, Instacart, Pringles, Budweiser, Oikos, and Wells Fargo, the Omnicom network produced more Super Bowl commercials in this year’s Big Game than any other creative agency.
“Six Super Bowl spots is a pretty amazing thing,” Chris Beresford-Hill, global chief creative officer at BBDO Worldwide, told ADWEEK. “It’s a huge investment for our brand partners and we love the pressure of being entrusted to drive the brand and business on the biggest stage, where entertainment is also a must. We’re so proud of our teams for delivering.”
BBDO was able to snag the top spot following Omnicom’s $13.5 billion acquisition of Interpublic Group late last year, which led it to absorb agency network FCB, adding Super Bowl mainstay brands like Budweiser to its creative docket.
The network was followed by Stagwell-owned Anomaly with four spots, including Bud Light, Kinder Bueno, Liquid I.V., and Grubhub.
BBDO takes the crown from Wieden+Kennedy, which led Super Bowl 59 with five Super Bowl ads.
All of BBDO’s Super Bowl 60 ads
BBDO’s creative slate for Super Bowl 60 spanned categories and creative styles, from absurdist humor to competitive needling to Americana-core.
Pepsi Zero Sugar leaned into challenger brand provocation, casting Coca-Cola’s iconic polar bear into an existential spiral after choosing Pepsi in a blind taste test.
Instacart returned for its second Big Game appearance with a slapstick celebrity-driven spot starring Ben Stiller and Benson Boone, spotlighting its new “preference picker” feature.
Pringles, in its ninth consecutive Super Bowl, enlisted pop star Sabrina Carpenter in a tongue-in-cheek romance built around the brand’s mustachioed mascot.
