Some of the most exciting, breathtaking, and memorable Video Advertising moments in marketing history have long taken place during the Super Bowl.
The industry looks forward to the creative genius behind ads that are developed through skilled storytelling and are either amusing, uplifting, emotional, or a perfect combination of all three each year.
In this essay, we consider some of the most memorable and perplexing Super Bowl advertisements ever—those that left viewers perplexed and those that enthralled them for all the right reasons. These ads offer important insights about branding, audience engagement, and narrative, regardless of whether they went viral or faded into obscurity.
Here’s a look back at Super Bowl advertising at its best—and worst—from Apple’s iconic “1984” commercial to surprising celebrity appearances and significant marketing blunders.
The Super Bowl Ads Hall Of Fame
Let’s start by discussing some of the best Super Bowl advertisements ever. The distinctive, eye-catching enchantment that characterises premium Super Bowl advertising is captured in these expertly produced ads.
Netflix and General Motors (2023)
In this enormous 2023 brand collaboration, Netflix and General Motors collaborated with Will Ferrell, the most popular comedian in Hollywood, to create a lavish, eye-catching, and extremely entertaining Super Bowl commercial.
The ad emphasises the businesses’ joint dedication to sustainability: Netflix promises to include more EVs in its original programming, while General Motors is increasing the manufacturing of electric vehicles.
Ferrell skilfully traverses a number of well-known Netflix film and television series sets as he guides viewers through this environmentally conscious project, adding his trademark humour to each scene. The outcome? An ingenious, captivating, and memorable advertisement.
Conclusion: A well-done brand partnership can broaden your customer base and present your company to interested new markets. You can gain credibility and draw in more customers by communicating a genuine message while being loyal to your brand’s voice and values. And if you can condense everything into a unique, imaginative idea? Better yet!
Lay’s Super Bowl ad (2022)
Lay’s produced a Super Bowl commercial that was equal parts slick, funny, and a little unnerving. It was a mix of an emotional reunion and a spooky zombie-bride story.
Before the story takes a delightfully scary turn, Paul Rudd and Seth Rogen, two Hollywood icons, play long-time friends recalling their most memorable occasions, each of which included a golden bag of Lay’s chips.
With this commercial, Lay’s deftly portrays itself as a snack that is present in all of life’s memorable (and bizarre) situations. And they did it flawlessly.
Takeaway: You can create a humorous, captivating story that genuinely connects with your audience while adhering to your brand’s own style by focussing on your main message and making it the focal point of your campaign.
UberEats Super Bowl ad (2022)
The “Uber Not Eats” UberEats Super Bowl commercial from 2022 was a humorous and embarrassing show with a lot of celebrity power.
Uber made a hilarious commercial showing A-list celebs inadvertently chewing on domestic things like a lightbulb, a diaper, lipstick and even a scented candle (yep, one of those Gwyneth Paltrow candles) to show that the company now offers more than just meal delivery.
The ingenious idea? Because people think UberEats exclusively delivers food, there are some genuinely ridiculous—and hilarious—moments. Additionally, there is a layer of humour (and sound life advise) added by the fine print warnings like “Don’t eat light bulbs.”
Conclusion: An eye-catching, imaginative advertisement can successfully highlight your message while maintaining audience engagement if you’re growing your business or launching a new service. It also doesn’t hurt to have a little influencer marketing power!
The Washington Post (2019)
The Washington Post made its Super Bowl advertising debut in 2019 with a strong, provocative ad that grabbed viewers’ attention right away.
This powerful visual work, which is narrated by Tom Hanks’s distinctive voice, honours individuals who have risked—or even lost—their lives in the pursuit of truth and underscores the very hazardous work that journalists do.
With its catchphrase, “Democracy dies in darkness,” and its powerful message, “Knowing keeps us free,” The Washington Post reaffirmed the importance of truthful, fact-based journalism in the modern world. The ad—an iconic Super Bowl debut—solidified the publication’s standing as a reliable source of current, objective information in a time of disinformation.
Takeaway: Being brave and daring can lead to positive outcomes if you want to convey a powerful, direct message—as long as your strategy is sincere, open, and courteous. Including a well-known voice or person in your campaign can help spread the word about your business and increase its visibility.
Kia Video Advertising (2019)
With its daring 2019 Super Bowl commercial, Kia—known for its inventiveness—showed that strong narratives don’t always need celebrity endorsements.
Rather than hiring A-list celebrities, Kia decided to pay tribute to the regular people who make its famous cars. “Here’s to the great unknowns,” the ad’s inspirational slogan, sums up the essence of the commercial, which is an emotive and striking homage to the dedicated people who make the brand a reality.
Conclusion: Influencers aren’t necessarily necessary for success in digital marketing and video advertising. You may meaningfully engage audiences and draw in new clients by telling an emotionally stirring, captivating story that provides an inside look at your company.
What Not To Do: Some Classic Super Bowl Fails…
We’ve seen Super Bowl advertisements in some years that are bland, unfocused, or utterly unsatisfactory.
Let’s now examine a few instances of mistakes that can be made when making a Super Bowl advertisement.
Planters’ Super Bowl Ad (2019)
With a daring mascot driving a peanut-shaped car, a Charlie Sheen cameo, an intense hair metal music, and catchy slogans, Planters’ 2019 Super Bowl commercial had everything it needed to succeed. But in the end, the ad had no impact despite its energetic delivery.
Conclusion: Even the most extravagant attempts can fail in the absence of a clear message or direction. This is true even if an advertisement has a catchy soundtrack, a witty concept, celebrity endorsements, and a large-budget production.
Pepsi’s Super Bowl Ad (2019)
Even with the renowned Steve Carell and a number of well-known cameos, this Pepsi Super Bowl commercial didn’t live up to its full promise; it ought to have been more memorable, daring, and humorous.
Although the tagline “More than okay” had potential, it was not executed with enough power to stick. Even worse, by stressing that Pepsi is more than fine, the advertisement unwittingly supported the notion that Coca-Cola, its main rival, would be the better option—not exactly a successful brand expansion tactic.
Takeaway: When up against a formidable direct rival, it’s critical to investigate their positioning and concentrate on developing a campaign that not only accentuates your brand’s advantages but also distinguishes it as genuinely unique. The secret to success in a cutthroat market? a strong, unambiguous message that establishes your brand as the best option.
Supercharge your marketing campaigns to attract and influence
The Professional Diploma in Digital Marketing from DMI gives you the fundamental abilities required to succeed in important fields including social media marketing, email marketing, digital strategy, and social research.
This certification explores how to incorporate AI into your marketing tactics while offering in-depth knowledge in specialised areas including analytics, SEO, and display and video advertising. Take the next step towards a prosperous career by enrolling today!