As mentioned in our previously published article ‘The Impact Of Superbowl Marketing’, Super Bowl related adverts, or ads shown at/during the event can have a significant impact on sales and brand awareness. See our previous article ‘The Impact Of Super Bowl Marketing’ here. Here are some iconic and memorable Super Bowl ads that have made a lasting impact on audiences. Many have also helped to shape the marketing landscape over the years:
1. Apple – “1984” (Super Bowl XVIII)
Apple’s ground-breaking commercial, directed by Ridley Scott, introduced the Macintosh computer and established the brand as a rebel, challenging the norm. It is often cited as one of the greatest ads of all time because of its bold, cinematic style and revolutionary approach.
It was incredibly creative, featured a dystopian narrative with striking visuals, and had a clear message of innovation and freedom, aligning perfectly with Apple’s brand identity.
2. Coca-Cola – “Hey Kid, Catch!” (1979)
One of Coca-Cola’s most iconic moments, this ad featured a young football fan catching a Coca-Cola from NFL star “Mean” Joe Greene in a touching, simple exchange.
The ad captured heartwarming emotions and showed the human side of sports culture. It became a symbol of kindness and has remained a classic example of emotional marketing.
3. Budweiser – “Whassup?” (2000)
This humorous and viral campaign featured a group of friends greeting each other with the now-legendary “Whassup?” It quickly became a cultural phenomenon, extending far beyond the Super Bowl.
The ad tapped into a relatable social behaviour (catchphrases and inside jokes) and created massive word-of-mouth buzz. Its humour and simplicity made it iconic, leading to continued success for Budweiser in the years that followed. It is still quoted today- a whopping 25 years later.
4. Nike – “Tomorrow Starts Today” (2020)
Nike’s ad featured a range of athletes such as Serena Williams and LeBron James breaking barriers and overcoming obstacles. It used the powerful message, “Tomorrow starts today.”
The ad was powerful, motivational, and inspiring, aligning perfectly with Nike’s brand ethos of pushing boundaries and empowering people to achieve greatness. It also capitalized on the broader social movements of 2020.
5. Old Spice – “The Man Your Man Could Smell Like” (2010)
This ad, featuring Isaiah Mustafa in a quirky and fast-paced sequence of events, became an instant hit. It was both funny and surreal, capturing attention and becoming viral on social media.
The humour, boldness, and unexpectedness of the ad helped Old Spice rebrand itself as a fun, modern brand rather than a stuffy, old-fashioned one. It also led to viral success and a shift in the brand’s target demographic. The ad has been recreated over the years featuring other celebrities, showing its longevity and instant brand association.
6. Google – “Parisian Love” (2010)
A simple, touching ad that followed a story of love and life events through Google searches, showcasing how the search engine helps people in everyday life.
It was an incredibly emotional and relatable story, using Google’s own search engine features to tell a narrative. It connected with viewers on an emotional level while highlighting the product’s utility.
7. Doritos – “Crash the Super Bowl” Campaign (2006-2016)
Doritos’ ‘Crash the Super Bowl’ campaign invited consumers to submit their own ads for a chance to be aired during the Super Bowl. This democratised the ad-making process and therefore led to several iconic commercials created by ordinary people.
The campaign was successful because it encouraged consumer involvement, creating a sense of community and excitement. The ads themselves were typically humorous and memorable, reinforcing Doritos’ brand personality. It invited everyone to be a part of such a huge pop culture event.
8. Snickers – “You’re Not You When You’re Hungry” (2010)
The Snickers ad series humour to convey the message that hunger can make people act like someone else. The ads have featured a huge diverse range of celebrities such as Betty White, Aretha Franklin, and Joe Pesci.
The adverts played on a simple and relatable concept: when you’re hungry, you’re not your usual self. The humour and celebrity appearances made the ads memorable, and the tagline became instantly recognisable. Like with Old Spice, the ad has been recreated countless times over the years with other celebs.
9. Mercedes-Benz – “The Slap” (2020)
Impact: This ad featured a humorous twist with actor Will Ferrell angrily responding to Norway’s dominance in electric vehicle sales, setting off a chain reaction that involved comedic situations.
It combined humour, star power, and an important sustainability message in a creative and light-hearted way. The playful tone made a serious topic (electric cars and the environment) more accessible to the audience.
10. Amazon – “Alexa Loses Her Voice” (2018)
In this ad, celebrities such as Jeff Bezos, Cardi B, and Sir Anthony Hopkins help Alexa when she loses her voice, highlighting the smart speaker’s capabilities.
The humour and star-studded cast, along with the clever scenario of Alexa losing her voice, made the ad both entertaining and informative, effectively highlighting the product’s utility.
Common Themes in Successful Super Bowl Ads:
All of the above adverts include some, if not all of the below themes:
- Humour
- Emotion
- Cultural Relevance
- Star Power
- Creativity & Innovation
Super Bowl adverts are therefore a unique blend of creativity, humour, emotional connection, and cultural relevance. They are an opportunity for brands to make a bold statement and leave a lasting impression on millions of viewers. Every year the public wants to see what interesting concepts brands will pull out of the bag. Making it as much a part of the Super Bowl as the actual football itself. I wonder what we’ll see this year?
This article was brought to you by Push Promotions, a UK promotional staffing agency. We provide teams of staff such as product sampling staff, mascot staff, and ‘Here To Help’ staff to events around the country. We have worked with brands such Specsavers, LEON, and Fait Maison. Please see the rest of our website or contact us today to find out more.
