Super Bowl Commercials 2012: Doritos and Super Sunday's Biggest Winners

Tim Daniels@TimDanielsBRFeatured ColumnistFebruary 7, 2012

PEBBLE BEACH, CA - FEBRUARY 14:  Clint Eastwood waits on the 18th green to present the trophy during the final round of the AT&T Pebble Beach National Pro-Am at Pebble Beach Golf Links on February 14, 2010 in Pebble Beach, California. (Photo by Stephen Dunn/Getty Images)
Stephen Dunn/Getty Images

Another year of Super Bowl commercials is in the books. As with every batch, there were some clear winners while others failed to make an impact. The boost provided to business for the most successful ads will make the $3.5 million a good investment.

Here are the biggest winners from Super Sunday not named the New York Giants.


It was a banner day for Doritos. Heading into this year's big game, Pepsi and Budweiser had separated themselves from the pack in terms of memorable commercials each time around, but Doritos is making a strong run at joining that elite category.

There were several ads for the brand, but none was better than the one featuring a slingshot baby. It was a unique idea, and there was no doubt as to what the ad was promoting, which is a common problem with Super Bowl commercials.

Even though Doritos will have to back it up again next year before the brand can be deemed a Super Bowl powerhouse, they are definitely moving in the right direction.


Chrysler was able to succeed once again by focusing on the progress made in Detroit over the past couple years. Of course, everybody wanted to immediately discuss the political undertones, but the commercial should really just be taken for face value.

Clint Eastwood does a terrific job narrating the ad, giving some hope for the future during difficult times. While most companies are struggling to get cheap laughs, Chrysler's different approach has earned them high marks in consecutive years.

It will be interesting to see what the company comes up with for next year, especially if the financial picture is still gloomy. Perhaps more importantly, what celebrity will they bring in to highlight the ad?


The Coca-Cola polar bears made their triumphant return in several ads on the big day. There's always a thin line between interesting and boring, so bringing back the bears again was a risk, but it paid off for the cola company that usually plays second fiddle during the Super Bowl.

Pepsi came out with another commercial featuring the Coca-Cola delivery guy, but it wasn't as memorable as the original ad from the '90s. That allowed the polar bears to steal the spotlight, at least for one more day.

It's a never-ending battle between the two sides, which actually benefits those who watch the Super Bowl for commercials because they keep trying to one up each other. The advantages goes to Coca-Coca this year.