Mean Joe Greene
1984
“Wassup!?”
Clydesdales
Herding Cats
What do the above have in common? They are the names of or featured actors in some of the most iconic advertising of the past 50 years—advertising that aired on the Super Bowl.
In case you were unaware, this is Super Bowl Week—the over-the-top, over-analyzed, and over-reported-on event where a projected 116.8 million viewers will tune in to watch the Kansas City Chiefs’ quest for a three-peat (more on the trademarking of that phrase in another post) against the Philadelphia Eagles.
I have had the pleasure – and pressure – of leading a crew of marketers, communicators, and advertising agency teams on three different occasions in a quest to make memorable, breakthrough advertising that appeared on the Super Bowl telecast and in associated marketing communications. The expense, and as a result the pressure, for this work is very high. What started as just another football game has become a cultural phenomenon—the biggest secular U.S. holiday of every year.
This week, I’ll be chronicling the evolution of Super Bowl advertising as well as what you can expect on next Sunday’s telecast. For now, let’s talk about the history of commercials airing on the Super Bowl.
Super Bowl advertising
Super Bowl advertising has transformed from simple television commercials into a cultural phenomenon that often generates as much buzz as the game itself. This evolution reflects not just changes in advertising strategies but shifts in American culture, technology, and media consumption habits.
The Early Years: 1967-1979
When the first Super Bowl aired in 1967, commercials were straightforward and primarily focused on automobiles, beverages, and household products. A 30-second spot cost around $40,000 - a fraction of today's multi-million dollar price tag. These early ads were often repurposed from regular television broadcasts, with little special production value for the big game.
The Watershed Moment: 1984
Everything changed in 1984 when Apple aired its iconic "1984" commercial, conceived by Steve Hayden, Brent Thomas, and Lee Clow at Chiat/Day, and directed by Ridley Scott. This cinematic masterpiece, introducing the Macintosh computer, established the Super Bowl as advertising's biggest stage. The ad ran only once, but its impact revolutionized Super Bowl advertising forever, setting a new standard for creativity and production value. The bar had been set.
The Golden Age: 1990s-2000s
The 1990s and early 2000s saw the emergence of advertising as entertainment. Budweiser's Frogs, Monster.com's "When I Grow Up," and ETrade's dancing monkey (and the ETrade babies that followed) became part of popular culture. This era established several hallmarks of Super Bowl advertising:
· High-concept creative approaches
· Celebrity endorsements
· Humor as a dominant strategy
· The use of animals and special effects
· Movie-quality product values
Brands began seeing the Super Bowl as an opportunity not just to reach millions of viewers but to create memorable moments that would be discussed long after the game ended. In the process, media costs for a 30-second Super Bowl spot increased dramatically. Apple’s 1984 spot cost $368,200; by 1995, the average cost had ballooned to $1.15 million—over a 3x increase. And this does not consider the production costs associated with these high-profile spots.
The Digital Revolution: 2010s-Present
The rise of social media and digital platforms has fundamentally changed Super Bowl advertising. Commercials are now unveiled or launched weeks before the game on YouTube and other social channels, generating pre-game buzz and millions of additional views. Hashtags, social media campaigns, in-store activations, and other interactive elements have become standard features, extending the life and reach of Super Bowl ads far beyond their 30-second or 60-second broadcast window.
This year, the cost for 30 seconds has risen above $8 million! This reflects not only the massive audience of the telecast but also the multi-platform use of these commercials.
Looking Forward
As media consumption habits continue to evolve, Super Bowl advertising faces new challenges and opportunities. Streaming platforms, second-screen experiences, and interactive technologies are reshaping how viewers engage with advertising. However, the Super Bowl remains one of the few events that can deliver a live, mass audience in an increasingly fragmented media landscape. The event is the most watched broadcast in the U.S. every year.
Despite changes in technology and viewing habits, Super Bowl advertising continues to represent the pinnacle of creative advertising, where brands compete not just for attention, but for a place in cultural history. The astronomical costs and massive audiences ensure that companies will continue pushing creative boundaries, making each year's crop of commercials a reflection of contemporary American culture and commerce.
Stay tuned to this space in the days to come as I become part of the horde (minus the press credential) reporting on the Super Bowl. I will break down past iconic Super Bowl spots and tell some of the stories behind the making of these commercials. We’ll also preview some of what you will see a week from today on FOX’s broadcast of Super Bowl LIX.
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