What makes a great Super Bowl commercial…and why it matters
In 2006, I worked for a Fortune 50 brand that had just gone through a merger in late summer 2005. Part of our launch plan was a major presence in the Super Bowl broadcast. Dozens of creative ideas were vetted; our decision and the resulting production of spots had to be merchandised internally and clear standards and practices at the TV network.
As my colleague, Rich Silverstein, says about advertising on the Super Bowl, “The stakes are so high. The CMO’s job is on the line…everything is elevated.”
(From Masterclass “Everything is Advertising…and Advertising is Everything,” featuring Jeff Goodby and Rich Silverstein; Goodby Silverstein & Partners)
As we start this week of content focused on Super Bowl advertising, let’s take a look at what goes into making breakthrough and memorable Super Bowl TV spots.
Memorability and Entertainment
The best ads create moments that are talked about long after the game. And in today’s culture, that turns into “meme-ability,” a term I stole from sports marketing colleague Scott Becher. Which spots find their way into pop culture after the commercial has aired?
Some examples include:
· Humor – Old Spice’s “The Man Your Man Could Smell Like,” Wendy’s “Where’s the Beef” (from the 1980s)
· Emotional storytelling – Google’s “Parisian Love” search story
· Spectacular visuals – The majestic Clydesdales from Budweiser
Over the past decade or so, Super Bowl advertising has largely gone totally comedic. Jeff Goodby noted (in Masterclass), “Everybody is looking at it (the advertising) simultaneously. It’s not the time for serious. Some are drunk, some only care about the game.”
In sum, it’s less risky to be funny.
Cultural Relevance
Successful Super Bowl spots often tap into current cultural moments or universal experiences. They might reference popular trends, address timely issues, or connect with shared human experiences in a way that resonates with the massive, diverse audience that tunes in to the broadcast.
An example of this is Little Nas X appearing in a Doritos spot in 2020 after the success of “Old Town Road.” Billy Ray Cyrus, who was in the “Old Town Road” video, made a cameo appearance in the TV spot.
Clear Brand Connection
Entertainment is crucial, but the most effective ads maintain a clear link to the brand and its values. Doritos consistently creates humorous ads that keep their product central to the story and align with the tone and manner of that brand’s communications.
Production Value
The cost to buy a 30-second spot on the Super Bowl is enormous—now over $8 million. (That equates to $267,000 per second!) Given that investment, brands must rely on cinema-quality production, celebrity talent, and/or innovative special effects to stand out. That also includes utilizing directors and production crews experienced with this production level.
Ultimately, advertisers who buy a 30-second spot on the 2025 Super Bowl will invest close to $10 million for media time, production, talent, director, and agency costs.
Strategic Placement
Advertisers also must make strategic decisions about the placement of their ad within the game. Some brands deliberately aim for the first or second commercial break when viewer attention is highest. Others may gamble and wait for late in the game, hoping a tight game will have more attentive viewership.
For years, Budweiser was the first spot airing in the first commercial break. And A-B paid handsomely for that position within the broadcast.
There is no stage for television advertising that is bigger than the Super Bowl. Not only are 117 million viewers tuned in on Super Bowl Sunday, but the day after has its own pressure with USA Today’s Ad-Meter revealing the advertising favorites from their research of thousands of viewers plus the opinion pieces in Wall Street Journal, Forbes, ADWEEK, and dozens of other media outlets.
“It’s the biggest thing you can do.” (Rich Silverstein)
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