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Of the more than 113 million estimated viewers who tuned in for Super Bowl LVII in 2023, about 43% tuned in primarily for commercials, a far cry from those of us who complain about even 15-second commercials. Super Bowl commercials have become a cultural phenomenon, with audiences anticipating the creative spins of familiar brands and often comparing their favorites online afterward. While many companies have secured these giant ad slots just to tinker with the ball, many have passed the test of prime time. By examining the patterns and themes of some of the most successful Super Bowl ads, business leaders can learn from the ultimate marketing game.
Related: What Super Bowl Ads Can Teach Entrepreneurs About Marketing
1. Emotion drives announcements into the end zone
Indeed, one of the most memorable and impactful Super Bowl commercials tugged at the heartstrings of the masses, opting for pathos in the form of puppies. “Puppy Love,” the classic Budweiser Clydesdales commercial that debuted in 2014, appealed to human consumers not through the classic combination of a can and condensation, but through an unlikely animal friendship between a Clydesdale and a golden retriever puppy.
With subtle themes of rustic patriotism and all-American heroism, the Belgian beer multinational wooed viewers via man’s best friend – and barely introduced its product. In 2016 it was ranked as the most popular commercial ever broadcast in the 50-year history of the NFL’s flagship event. The lesson here is clear: Wholesome content appeals to almost everyone, and authenticity is universal, eclipsing predictable, emotionally empty product placement.
While planning our 2005 “What Have You Ever Done Without Them?” commercial for Post-Its, the 3M team adopted the same strategy, opting for a cute look that resonates with a general audience. While this sentiment works well, what it falls short are the unique challenges of shooting with unpredictable (albeit adorable) animals.
2. Americans rally around humor
Whether it’s Budweiser’s predicted torrential rain of lemons, Homer Simpson swiping his Mastercard, or the quick transitions and smooth speech of the infamous Old Spice, Super Bowl audiences are looking for laughs between shows other. Since laughter is proven to improve short-term memory, funny commercials are much more memorable, as are the brands/products they represent.
While one-hit wonders may have their moment, brands that establish recurring, likable characters in their advertisements are particularly adept at building brand awareness and recall of the hero products advertised. The average American will likely recognize Progressive’s iconic associate Flo, Geico’s recently revived Caveman, Allstate’s mischievous Mayhem man, and even Liberty Mutual’s seemingly inescapable LiMu Emu. The combination of clever humor and unique, original characters creates an effective commercial that will continue to build and enhance brand awareness for years to come.
Related: 4 must-haves for brands considering TV commercials
3. Social issues are shared goals
Now more than ever, Super Bowl commercials address social issues, reflecting a shift in consumer preferences toward purpose-driven brands. By aligning with meaningful causes and communicating their commitment to social issues, brands aim to promote a positive image and build loyalty.
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 activism by featuring Kaepernick in their 2019 “Dream Crazy” ad. Of course, for these political alliances/stances to be effective, companies must practice what they preach, namely internal company must also support these public alliances. Otherwise, the companies run the risk of a backlash similar to that against Budweiser following their controversial partnership with Dylan Mulvaney.
Related: 3 Questions Pepsi Should Have Asked Before Running Its Kendall Jenner Ad
4. Pass the ball to the consumer
Ads that end with a call to action go beyond traditional one-way communication, inviting audiences to leave a lasting impact. A powerful example was Coca-Cola’s 2014 “#AmericaIsBeautiful” ad, which encouraged viewers to share their own beauty moments using the company’s hashtag. The genius of this hashtag lies in its simplicity; much like Budweiser’s “Puppy Love” ad, which featured a minimal branded product, #AmericaIsBeautiful celebrates the country rather than Coca-Cola. Surprisingly, the proprietary hashtag has created an onslaught of positive brand conversations without actually using any branding. This interactive element has cultivated a trend of user-generated content while extending the reach of the company’s campaign and engagement.
5. Celebrities are the MVPs
Whether it’s Betty White, a cranky pre-Snickers bar, Ryan Reynolds parking a Hyundai, or Harrison Ford chatting with Amazon Alexa, brands often turn to celebrities to boost the appeal of their Super Bowl commercials. Where humor and emotional substance may be lacking, there’s no substitute for star power, and when companies manage to combine clever scripts with familiar faces, a viral moment is almost guaranteed. That said, companies need to be careful when seeking celebrity endorsements: choosing a celebrity who resonates with the target audience and whose image/voice aligns with the company’s brand values is essential.
With each Super Bowl, business leaders can become the brand consumers root for. Super Bowl commercials offer a unique and colossal opportunity to capture the attention of tens of millions of people who are not only exposed to the commercials, but also look forward to them. Ultimately, the most successful are those who entertain and effectively communicate their brand message and values.