how the big game became an advertising phenomenon
The Super Bowl isn’t just the most-watched sporting event in the United States - it’s also the most anticipated advertising event of the year. For decades, brands have used the Super Bowl as a platform to launch groundbreaking campaigns, entertain millions, and cement their place in pop culture.
But how did Super Bowl ads become such a big deal? In this article, Hollywood Branded examines the Super Bowl ad playbook, diving deep into the history of the commercials that stole the show.
the early days: humble beginnings (1960s - 1970s)
The First Super Bowl took place in 1967, and while the game itself was a major event, the ads were far from the spectacle they are today. In fact, the cost of a 30-second ad during the inaugural Super Bowl was a mere $37,500 (about $300,000 in today’s dollars). Ads during this era were straightforward and functional, focusing on product features rather than storytelling or entertainment.
One of the most notable early ads was for Noxzema shaving cream during Super Bowl III in 1969. The ad featured former New York Jets quarterback Joe Namath being shaved by supermodel Farrah Fawcett. It was cheeky, memorable, and hinted at the potential for ads to be more than just sales pitches. For the first time, you saw the potential of ads being entertainment.
the 1980s: the birth of the Super Bowl ad phenomenon
The 1980s marked a turning point for Super Bowl ads. As the game’s viewership grew, so did the ambition of advertisers. Brands began to realize that the Super Bowl was more than just a football game - it was a cultural event that brought families and friends together. This realization led to the creation of ads that were designed to be talked about long after the game ended.
One of the most iconic ads of this era was Apple’s “1984” commercial, which aired during Super Bowl XVIII in 1984. Directed by Ridley Scott, the ad introduced the Apple Macintosh computer and positioned it as a revolutionary tool that would break the monotony of conformity. The ad was so impactful that it only aired once during the Super Bowl, but it’s still remembered as one of the greatest ads of all time.
Another standout from the 1980s was the Budweiser “Bud Bowl” campaign, which debuted in 1989. The ad featured anthropomorphic beer bottles playing a football game, blending humor with the excitement of the Super Bowl. It became a recurring series that fans looked forward to every year.
the 1990s: the golden age of Super Bowl ads
The 1990s are often referred to as the golden age of Super Bowl ads. During this decade, advertisers fully embraced the idea that Super Bowl ads could be as entertaining as the game itself. This era saw the rise of memorable characters, catchphrases, and campaigns that became ingrained in pop culture.
One of the most beloved campaigns of the 1990s was Budweiser’s “Budweiser Frogs,” which debuted in 1995. The ad featured three frogs sitting on a log, croaking “Bud,” “Weis,” and “Er” in sequence. It was simple, quirky, and incredibly effective-so much so that it spawned a series of follow-up ads featuring the frogs and their lizard nemesis, Louie.
Another iconic ad from this era was Pepsi’s “Uh-Huh” campaign featuring Ray Charles, which aired in 1991. The ad showcased Charles singing “You Got the Right One, Baby” and helped solidify Pepsi’s image as a fun, youthful brand.
The 1990s also saw the rise of dot-com companies using the Super Bowl to make a splash. Companies like E*TRADE and Pets.com spent millions on ads, hoping to capture the attention of the massive Super Bowl audience. While not all of these companies survived the dot-com bubble, their ads remain a memorable part of Super Bowl history.
the 2000s: bigger budgets and bigger risks
By the 2000s, Super Bowl ads had become a cultural event in their own right. Advertisers were willing to spend millions of dollars for a 30-second spot, and the ads themselves became more elaborate and cinematic. This era also saw the rise of emotional storytelling and celebrity endorsements.
One of the most talked-about ads of the 2000s was Volkswagen’s “The Force” commercial, which aired during Super Bowl XLV in 2011. The ad featured a young boy dressed as Darth Vader trying to use “the Force” to control objects around the house, only to discover that his father had been controlling them with the car’s remote start. The ad was heartwarming, funny, and perfectly timed to capitalize on the popularity of the Star Wars franchise.
Another standout was Coca-Cola’s “Hey Kid, Catch!” ad from 1980, which was re-aired during Super Bowl XXXVIII in 2004. The ad, featuring Mean Joe Greene and a young fan, is remembered for its emotional impact and timeless message of kindness.
The 2000s also saw the rise of social media, which added a new dimension to Super Bowl advertising. Brands began to create ads that were designed to go viral, encouraging viewers to share and discuss them online. This shift marked the beginning of a new era in Super Bowl advertising, where engagement extended far beyond the game itself.
the 2010s and beyond: the era of virality and social impact
In the 2010s, Super Bowl ads became more than just entertainment, they became a platform for social commentary and brand activism. Advertisers began to tackle serious issues like diversity, equality, and environmentalism, while still maintaining the humor and creativity that fans expect.
One of the most impactful ads of this era was Nike’s “Dream Crazy” campaign, which aired during Super Bowl LIII in 2019. The ad, narrated by Colin Kaepernick, encouraged viewers to “believe in something, even if it means sacrificing everything.” The ad sparked widespread debate and solidified Nike’s reputation as a brand that stands for more than just sports.
Another notable ad was Microsoft’s “We All Win” commercial, which aired during Super Bowl LIII in 2019. The ad showcased the Xbox Adaptive Controller, a device designed to make gaming more accessible for people with disabilities. The ad was praised for its inclusivity and emotional storytelling.
The 2010s also saw the rise of teaser campaigns, where brands would release previews of their Super Bowl ads in the weeks leading up to the game. This strategy helped build anticipation and ensured that the ads would have a lasting impact.
why Super Bowl ads are so effective
What makes these ads so special? Here are a few key factors:
- Massive Audience: The Super Bowl consistently draws over 100 million viewers, making it one of the few events where brands can reach such a large and diverse audience.
- Cultural Relevance: The Super Bowl is more than just a game - it’s a cultural event that brings people together. Ads that tap into this sense of shared experience are more likely to resonate with viewers.
- Creativity and Risk-Taking: With so much at stake, advertisers are willing to take risks and push creative boundaries to ensure that their moment stands out. This results in ads that are memorable, entertaining, and often groundbreaking.
- Emotional Connection: The best Super Bowl ads tell a story or evoke an emotional response, whether it’s laughter, tears, or inspiration. These ads stay with viewers long after the game is over.
the future of Super Bowl ads
As we look to the future, it’s clear that Super Bowl ads will continue to evolve. With the rise of streaming platforms and social media, brands have more opportunities than ever to engage with viewers before, during, and after the game. We can expect to see more interactive ads, personalized content, and campaigns that leverage emerging technologies like augmented reality and AI.
One thing is certain: Super Bowl ads will remain a cornerstone of American culture and a testament to the power of creativity, storytelling, and brand-building. Whether they make us laugh, cry, or think, these ads remind us that the Super Bowl is about more than just football - it’s about coming together and celebrating the things that unite us.
Super Bowl ads have come a long way from humble beginnings to multi-million-dollar productions over the past five decades. They’ve entertained us, inspired us, and sometimes even challenged us to think differently. And as long as the Super Bowl remains a cultural touchstone, these ads will continue to captivate audiences and shape the way we think about advertising.
Eager To Learn More?
Want to learn more about how advertising and pop culture collide? Check out these 5 blogs from our library:
- From Celebrities to Cost: A Look at Super Bowl LVI
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- Facebook Uses Augmented Reality In New Advertisements
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