There has been a lot of talk over the last two weeks about the Super Bowl ads and which ones were the best. As far as I’m concerned, the best ads are the ones that address a business need and move the sales needle.

The problem with a lot of the popular ads is just that they are funny. At times, it seems as if Super Bowl advertisers are just competing with each other to be the funniest or most talked about. Yes, that can translate into dollars but not always. Although Budweiser’s “Horse and Trainer Reunited” topped USA Today’s Ad Meter, I’m curious if it did much to move the sales needle.

(Caveat: I recognize that the creative brief for the Budweiser ad may have contained other objectives)

Mercedes-Benz’ “Soul” ad featuring Willem Dafoe was the best ad in Super Bowl XLVII because it’s designed to meet both of the criteria mentioned above.