At $99 a year, Amazon Prime is about value – online video, music, deals and free shipping are all included. Amazon's 60-second 2018 Super Bowl ad promotes one TV show, appealing to fickle consumers who differentiate between services based on single shows rather than whole offerings.

How did celebrities help out when Alexa lost her voice? Why did Australia create a fake movie trailer? And is every advert on TV just another Tide spot? Canvas8 unpicks the behaviors that underpinned eight notable campaigns from the 2018 Super Bowl.

From Mac n’ Cheetos to Nacho Fries, snack mash-ups are a source of deliciously guilty pleasure. PepsiCo's celebrity-studded Super Bowl ad uses a rap battle to highlight how Mountain Dew Ice and Doritos Blaze complement each other to form a delectable product pairing.

Pouring millions of dollars into a Super Bowl ad to screen it to one person may seem like an exercise in futility, but Skittles did just that. Beyond channelling the brand’s continued ‘weird’ identity, the move taps into how speculation around a big event can be more engaging than the event itself.