Every February, after the holiday malaise has worn off, people gather around their televisions for the spectacle that is the Super Bowl. No mere sporting event, the Super Bowl is the culmination of all things American: Athletes, artists, and of course advertisements.
That's not hyperbole, it might downplay the importance of commercials to the experience. Recent survey data suggests that 52% of viewers prioritize watching the commercials. That's second only to the game, and ten points higher than the halftime show.
Super Bowl commercials seem to exist on a plane above all other advertisements. They go viral, they become pop-culture catchphrases, they end up in movies—some are movies. The ads can eclipse the games they interrupted. Look no further than 2022's Crypto Bowl, famous for its ads not its winner. (If you can't remember who won I'll tell you at the end).
But if we peer past the glitz of a Super Bowl ad, we find insights to power our commercials regardless of the budget.
What Makes a Great Super Bowl Ad?
So what secret sauce makes for a great Super Bowl ad? It's certainly not the $7 million price tag brands pay for 30 seconds of precious air time. A combination of three factors elevate these ads beyond the everyday.
1. Deep Knowledge of Their Audience
The Super Bowl has broad appeal, it's an event more than a sports championship. Families and friends throw parties even when their team is nowhere near the game. The Super Bowl is the most watched television program year after year, watched by over 123 million people last year. That translates to a diverse viewership that stretches across all demographics.
Great Super Bowl ads understand that they shouldn't throw out an ad tailored to just men or football fans. Even if the brand has a particular demographic in mind, the advertisements themselves are built with broad appeal in mind. That's not to say that your ad should aim to appeal to everyone, but that it should take into account the audience first and foremost.
2. Universality and Familiarity
Crafting a commercial that appeals to everyone in the room is a tall task, so how do leading brands manage to pull it off year after year? A common theme is the universality of the subject matter in the advertisement.
In the commercials we highlight below, each one taps into a universal, familiar experience. They tackle material we can all relate to, even if we're not their typical product user. This element, perhaps more than any other, is what allows these ads to become pop culture currency. We all understand them, which allows them to cross from advertisements into art.
3. Creativity
What is art without creativity, though? In marketing we're often told to keep things simple, but that shouldn't come at the expense of keeping things creative. A more creative ad can generate 120% more sales than the simple, expected ad. As we'll see, some ads lean into creative complexity while others employ bare-bones creative simplicity.
At the core, these great advertisements convey familiar, universal experiences in creative ways to engage broad audiences. Leaning into the creative side can produce results that resonate far beyond the original advertisement, sparking sequels, entire campaigns, and parodies.
The creativity may shine through as an innovative ad unlike any other, it may tap into deep emotions, or make the room burst out in laughter with a touch of comedy. Without further ado, here are some of CMG's favorite Super Bowl ads of all-time.
Apple Generates Anticipation With Innovation: VIDEO LINK
Apple sits in a league all its own when it comes to innovation, and their '1984' Super Bowl commercial is no exception. The ad itself is an almost overwhelming experience, tapping into the Orwellian nightmare that 1984, the novel, depicts.
Ridley Scott, director of the Alien and Gladiator franchises, directed this advertisement. In it, he shows a woman in typical 1984 attire running into a room with a gargantuan display of a Big Brother-figure telling the seated assembly how to think, feel, and believe. The woman takes a hammer to this screen, prompting the commercial's narrator to remark that Apple's upcoming Macintosh computer will make 1984, unlike 1984.
Why it works: Beyond the creative and captivating visuals are two universal experiences. First, Apple assumed everyone watching read 1984 back in high school. Second, and more importantly, that everyone watching craved freedom. Apple's 1984 ad never depicts the Mac. We never see the product, yet we come away wanting it and the freedom from IBM-tyranny it promises.
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Evoke Emotions and Build Loyalty
But not every brand is Apple, and not every brand is trying to woo you with their innovative ideas and design. Other brands understand that in their crowded niche, loyalty and trust are the cornerstone of their success. Rather than highlight tech specs or get a laugh, they pull us in with deep emotions to foster a connection.
Volkswagen Connects with "The Force" Ad: VIDEO LINK
This simple, dialogue-free commercial showcases a small child dressed as Darth Vader and set to the infamous Imperial March. The plot follows our young Vader as he attempts to make items move using the force. Growing increasingly frustrated by his failures, he is awestruck when he makes the new Volkswagen Passat roar to life—thanks to some help from dad's remote start keys.
Why it works: The creative musical hook ties the ad into familiar cultural territory. Even if you were grabbing chips in the kitchen, the song pulled you back to the TV. It also showcases a range of emotion that everyone can empathize with. The dejection turned to triumph, the concerned mother, the father smiling and proud after helping his child. We can identify with each person and now we can identify with Volkswagen.
Budweiser's Lost Puppy Finds a Home in America's Heart: VIDEO LINK
Beer is another industry crowded with competition. Most beer brands, including Budweiser, tend to tack towards light-hearted humor to create a sense of camaraderie with their customers. But in 2014, Budweiser took a chance on a love story for the ages.
The ad is not about beer. It's about America, horses, and puppies. Set on a farm and animal adoption center, we see a puppy break out of the center to spend time with a Clydesdale on the farm. The farmer dutifully returns the puppy, but the dog continues breaking free to spend time with its beloved. When the puppy is adopted, the Clydesdales stop the departing car to make the farm this dog's forever home.
Why it works: Like Apple's 1984, we never see the product, which lowers our guard making the story more accessible. And, like all these great advertisements, it taps into a universal feeling. In this case, the power of love to overcome obstacles. Beer drinker or not, sports fan or not, you understand what Budweiser's talking about.
Entertain Consumers With Comedy
As touching and awe-inspiring as those previous ads were, sometimes comedy is the right course. It's not as easy as it looks, but when done right, the result is downright viral.
Budweiser Yells Wazzup! VIDEO LINK
One of the perks of being the exclusive alcohol advertiser for almost every Super Bowl is the freedom to try things out. That freedom can bring pressure, which is why Budweiser reached out to director Charles Stone III.
Stone had recently won prestigious awards for a short film called 'True.' That film was adapted into the infamous 'Wazzup!' spot that aired during the 2000 Super Bowl. The simple ad shows two men having a phone conversation while drinking their "Bud." But the men and the roommates coming and going have a unique way of saying "What's Up?" to one another. The result: a truly viral moment.
Why it works: It's simple, but highly creative. It taps into Stone's friends' real-life interactions, lending the dialogue, setting, and plot authenticity with Budweiser's target audience: young men. Within hours, the ad was everywhere from late-night shows to movies to "The Office."
Old Spice's What Your Man Could Smell Like: VIDEO LINK
This absurd 2010 commercial saved the dying brand. Procter and Gamble, their parent company, thought it best to admit defeat to Axe in the body wash game. Over 10 years later, Old Spice is still one of the best-selling body wash brands in the country.
The ad itself is difficult to explain. Actor Isaiah Mustafa is shirtless, in the shower, using his best 'superhero' voice. He tells women watching the game to look at him, look at their man, then back at him, before trying every gimmick imaginable to sell Old Spice. The last line, "I'm on a horse." sums up how brilliant, absurd, and funny the ad was when it aired.
Why it works: The universal experience of bathing and the seamless transitions are great. But the ad is a masterclass in knowing your audience. Television is great for marketers looking for segmented audiences. But that hypersegmentation posed a problem for Old Spice. Men use it, but 60% of men's body wash is bought by women. The Super Bowl was the perfect spot to tailor an ad to women while still talking to the men in the room.
Create Championship Caliber Commercials with CMG
You don't need Super Bowl-level budgets or millions of guaranteed viewers to create a commercial that resonates. A creative script that speaks right to the heart of your target audience's experience is more than enough to convert viewers into leads or customers. Get started creating a championship caliber commercial with CMG. Our decades of experience running television stations and innovating Over-the-Top has given us invaluable insights into who your audience is, and what they're looking for.
Contact us today to get started.
