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That Bar Refaeli makeout commercial finished dead last in the USA Today Super Bowl ad meter standings. But what finished first?

Feb 4, 2013, 9:00 AM EDT


It reportedly took 65 takes to get the kiss just right, but Super Bowl viewers were not impressed. The GoDaddy commercial in which supermodel Bar Refaeli kissed “computer nerd” Jesse Heiman (video below) finished last in the USA Today Ad Meter rankings released last night.

First place? That went to Budweiser’s “Horse and trainer united”, in which a trainer and the Budweiser Clydesdale he raised are reunited during a street parade. That registered a 7.76 on the ad meter, narrowly beating Tide’s “Miracle stain” spot, in which a salsa stain in the form of Joe Montana appears on a guy’s 49ers jersey and causes a national sensation (only to be washed out by his wide, a Ravens’ fan). That got a 7.75.

Both can thank the 49ers for their high ranking. Both commercials were in the second half as San Francisco mounted a comeback to make the game close — one last 49ers’ comeback for Montana, as it turns out.

Lew Patton was on the USA Today voting panel, and talked to Off the Bench about his votes:

“I was invited to join the USA Today Ad Meter Panel to rank the Super Bowl ads for 2013 Super Bowl. Here is the way I voted:

My No. 1 commercial was the Dodge Ram commercial about Farmers. I thought this commercial was spot on. I thought it took courage to produce and to pay for at the Super Bowl. Everything that Paul Harvey said, was something that most all of my friends here in Texas, at least, believed. But Texas has lots of pick-up trucks too. I knew while the commercial was playing that this was going to take lots of flack, but I just thought it was an awesome commercial.

My No. 2 commercial was Jeep “Families Waiting” commercial. If you couldn’t enjoy this one, there must be something wrong with your heart. Perhaps because I am a veteran this hit me close to home. I had a sudden allergy problem in front of my guests while watching this.

What about the Bar Refaeli commercial? I ranked it dead last as well. It was sickening, and didn’t arouse me at all. Just the opposite. I can’t think of any way this commercial could have been worse.”

Last year’s USA Today Super Bowl ad meter winner was the Doritos spot in which a grandmother fires a baby in a slingshot. Go figure. The voting was a bit different last year, as it was opened online to the general public.

The complete rankings:

The Top Ten:

1. Anheuser-Busch (Horse and trainer reunited). 60 seconds, 3rd quarter … 7.76

2. Tide (Miracle Stain). 60 seconds, 4th quarter … 7.75.

3. RAM (Farmers). 120 seconds, 4th quarter … 7.43.

4. Doritos (Fashionista Dad). 30 seconds, 2nd quarter … 7.27.

5. JEEP (Families waiting). 120 seconds, halftime … 7.20.

6. Kia (Space Babies). 60 seconds, 4th quarter … 6.74.

7. Doritos (Goat 4 Sale). 30 seconds, 1st quarter … 6.71.

8. NFL (Deion Sanders returns). 60 seconds, 3rd quarter … 6.68.

9. Hyundai (Kid assembles team). 30 seconds, 1st quarter … 6.65.

10. Audi (Prom). 60 seconds, 1st quarter … 6.64.

The rest:

11. Taco Bell, Viva Young 60 2 6.55
12. Coke, Security Camera 30 1 6.38
13. M&Ms, Love ballad 30 1 6.34
14. Best Buy, Asking Amy Poehler 30 1 6.23
15. VW, Get Happy office guy 60 2 6.19
16. Skechers, Cheetah race 30 2 6.16 (tie)
17. Toyota, Rav4 wish granted 60 1 6.16 (tie)
18. NFL, Thank you 30 HT 6.14
19. Mercedes-Benz, Deal with the devil 60 4 6.11
20. Samsung, Paul Rudd and Seth Rogan 120 4 6.06
21. Hyundai, Passing obstacles 30 2 6.01 (tie)
22. Anheuser-Busch, Bud Light Voodoo 60 2 6.01 (tie)
23. MILK, The Rock running 30 2 5.98
24. Speed Stick, Guy doing laundry 30 3 5.97
25. E*Trade, Baby getting wealthy 30 3 5.93
26. Oreo, Whispering in the library 30 1 5.88
27. Wonderful Pistachios, PSY Gangnam Style 30 3 5.60
28. Walt Disney, Iron Man 3 trailer 30 3 5.58
29. Anheuser-Busch, Bud Light lucky chair 60 3 5.55
30. Coke, Mirage 60 2 5.54
31., Puppy is a wolf 30 2 5.52
32. Kia, Hot Bots 30 3 5.51
33. Walt Disney, The Great and Powerful Oz trailer 30 1 5.48
34. Hyundai, Epic play date 60 PK 5.42
35. SodaStream, The effect of SodaStream 30 4 5.39
36. Paramount Pictures, Star Trek Into Darkness 30 2 5.4
37. Blackberry, My new Blackberry 30 3 5.16
38. Universal Pictures, Fast & Furious 6 trailer 60 1 5.11
39. Century 21, Wedding faints 30 3 4.98 (tie)
40. Gildan, Guy needs his t-shirt 30 3 4.98 (tie)
41. Subway, Jocks love Jared 30 2 4.86
42. Pepsi Next, Parents like to party 30 1 4.81
43., Danica Patrick pilots plane 30 2 4.80
44. Lincoln, MKZ Phoenix 30 2 4.66
45. Pepsi, Halftime show countdown 30 HT 4.63
46. MiO, Fit Tracy Morgan anthem 30 3 4.45
47. Axe, Lifeguard 30 3 4.33
48. Lincoln, Wacky road trip ends in marriage 30 3 4.19
49. Subway, Jocks can’t say Februany 30 3 4.07

The Bottom 5
50. Calvin Klein, Guy in underwear 30 2 3.88
51. Anheuser-Busch, Black Crown party 30 1 3.73
52. Anheuser-Busch, Beck’s Sapphire fish singing 30 3 3.66
53. Anheuser-Busch, Black Crown “coronation” 30 1 3.64
54., Bar Refeali make out 30 1 3.30

Thanks to Lew Patton for the rankings.

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