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Of the estimated 113 million-plus viewers who watched Super Bowl LVII in 2023, approximately 43% watched primarily ads. This is very different from those of us who watch a 15-second ad and groan. Super Bowl commercials have become a cultural phenomenon, with viewers expecting creative spins on familiar brands and then often comparing their favorites online. While many companies simply fumbled the ball by securing these huge ad spots, many have stood the test of time in prime time. By examining the patterns and themes of the most successful Super Bowl ads, business leaders can learn from the ultimate marketing strategy.
Related article: What Super Bowl ads can teach entrepreneurs about marketing
1. Emotions deliver ads to the end zone
In fact, one of the most memorable and impactful Super Bowl commercials was a melancholic puppy that struck a chord with the public. Budweiser Clydesdale's classic ad “Puppy Love,” which debuted in 2014, is not the classic can-and-condensation combination, but the unlikely animalistic friendship between a Clydesdale and a golden retriever puppy. appealed to human consumers through
With subtle themes of rustic patriotism and all-American heroism, the Belgian multinational beer company captivated viewers through Man's Best Friend, but its products were barely featured. In 2016, It ranks as the most popular ad ever aired in the NFL's premier event's 50-year history. The lesson here is clear. Wholesome content appeals to almost everyone, and authenticity is universal, masking predictable and emotionally empty product placement.
When planning 2005's “What Would We Do Without Them?” Post-It commercials, the 3M team followed the same path, opting for cuteness that would resonate with general audiences. This sentiment works well, but what doesn't make the cut is the unique challenge of photographing unpredictable (albeit adorable) animals.
2. Americans flock to humor.
Whether it's Budweiser's predicted rainstorm of lemons, Homer Simpson swiping a Mastercard, or the infamous Old Spice player's quick transitions and smooth speaking, Super Bowl spectators are looking for laughs between plays. Laughter has been shown to improve short-term memory, so funny commercials are much more memorable, and so are the brands and products they represent.
While there may be opportunities for one-hit wonders, brands that repeatedly feature likeable characters in their ads are especially good at building brand awareness and evoking memories of the hero product being promoted. The average American probably recognizes Progressive's iconic companion He-Flo, Geico's recently revived He-Caveman, Allstate's mischievous Mayhem Man, and even Liberty Mutual's seemingly inescapable LiMu Emu. You will even recognize it. The combination of clever humor and unique original characters creates effective commercials that will continue to build and strengthen brand awareness for years to come.
Related: 4 must-haves for brands considering TV commercials
3. Social issues are common goals
More than ever, Super Bowl commercials address social issues and reflect changing consumer preferences toward purpose-driven brands. Brands aim to foster a positive image and build loyalty by aligning with meaningful causes and communicating their commitment to social issues.
For example, Dove's “Real Strength'' commercial (2015) challenges stereotypical gender roles, including what it means to be a “real man.'' Nike supported Colin Kaepernick's social work by featuring Kaepernick in its 2019 “Dream Crazy” ad. Of course, for these loyalties/political positions to be effective, companies need to practice what they preach. This means that real internal efforts must also support these public alliances. Otherwise, the company risks a backlash similar to the one against Budweiser after its controversial partnership with Dylan Mulvaney.
RELATED: 3 questions Pepsi should have asked before releasing Kendall Jenner's ad
4. Give the ball to the consumer
Ads that end with a CTA go beyond traditional one-sided communication and encourage viewers to leave a lasting impact. One effective example is her 2014 “#AmericaIsBeautiful” ad for Coca-Cola, which encouraged viewers to share their own beautiful moments using the company's hashtag. The great thing about this hashtag is its simplicity. Similar to Budweiser's “Puppy Love” ad, which featured minimal branded products, #AmericaIsBeautiful celebrates the country, not Coca-Cola. What's impressive is that the owned hashtag generated an onslaught of positive conversation about the brand without actually using any branding. This interactive element fostered the trend of user-generated content while expanding the scope of companies' campaigns and engagement.
5. Celebrities are MVPs
From Betty White in an awkward pre-Snickers bar to Ryan Reynolds parking a Hyundai to Harrison Ford chatting with Amazon Alexa, brands often rely on celebrities to enhance the appeal of their Super Bowl commercials. There's no substitute for star power if it lacks humor or emotional content. If a company can combine a clever script with a famous face, a viral moment is almost guaranteed. That being said, companies should be careful when seeking celebrity endorsements. It is essential to choose celebrities who resonate with your target audience and whose image and voice align with your company's brand values.
Business leaders can become the brands consumers root for every Super Bowl. Super Bowl commercials provide a unique and huge opportunity to not only be exposed to commercials, but to capture the attention of tens of millions of people who look forward to them. Ultimately, the most successful people are those who entertain and effectively communicate your brand's message and values.
