09 Feb Decoding the Magic of Super Bowl Commercials – A Journey Through Five Years of Advertising Brilliance

Every year, the Super Bowl takes center stage as a pinnacle in American sports and a colossal platform for advertisers to showcase their creativity. With over 115 million viewers, the Super Bowl has become a battleground for brands vying to leave an indelible mark on the collective consciousness. In this article, we journeyed through the last five years of Super Bowl commercials, unraveling the secrets behind their success. From celebrity endorsements to emotional storytelling, cultural references, engagement strategies, and humor, we explore the tactics that have propelled certain commercials to the top, creating moments that linger long after the final whistle. Join us as we decode the magic behind the most talked-about Super Bowl ads and anticipate what strategies might shape the advertising landscape during the 2024 Super Bowl.

1. Are Celebrity Endorsements the Key to Super Bowl Success?

Super Bowl commercials over the last five years have consistently demonstrated the effectiveness of celebrity endorsements. In 2019, Bud Light’s “Special Delivery” ad, set in the medieval Bud Knight kingdom and featuring references to Game of Thrones, garnered 57k mentions and won the title of the most talked-about ad. Celebrity endorsements add star power to commercials, creating a buzz and enhancing brand visibility. 

This trend continued in 2021 with Mountain Dew’s “Major Melon Bottle Count,” which leveraged the popularity of celebrity endorser John Cena. The ad promoting their watermelon-flavored Major Melon drink not only secured 315,814 mentions but also had 95.49% positive sentiment. The success was attributed to celebrity endorsement (John Cena) and an invitation to participate in a contest to win $1 million. Brands that engage viewers through contests and incentives generate positive sentiment, encouraging active participation and discussion on social media.

2. Can Emotional Storytelling Forge Lasting Connections with Viewers?

The power of emotional storytelling in Super Bowl commercials is evident in Google’s 2020 ad, “Loretta.” With a real-life story of an older man using Google Assistant to remember his late wife, the ad garnered 121k mentions and accounted for 13.14% of the entire brand conversation. This example highlights the effectiveness of storytelling in creating emotional connections between viewers and products, emphasizing Maya Angelou’s timeless quote: “People will never forget how you made them feel.”

3.  Do Cultural and Generational References Make Super Bowl Ads Stand Out?

Super Bowl ads often tap into pop culture to make brands stand out. Bud Light’s 2019 ad cleverly referenced Game of Thrones, winning the hearts and wallets of consumers with 57k mentions. Similarly, in 2023, Tubi’s “Interface Interruption” prank, simulating an on-screen disruption, made cultural references that led to chaos in group settings. Making connections with the most popular shows or creating nostalgia by referencing cultural touchpoints contributes to the success of Super Bowl commercials.

4. Is Engagement Through Contests and Incentives the Secret Sauce for Positive Sentiment?

Coinbase’s 2022 Super Bowl ad, featuring a floating QR code reminiscent of an old screensaver, showcased the impact of humor in advertising. With more than 79k mentions and accounting for 14% of all brand-related conversations, the ad demonstrated that well-thought-out jokes can resonate with viewers. While some viewers thought it went too far, the majority had a good laugh, highlighting the subjective nature of humor in advertising.

5. What is the Cost of Super Bowl Advertising, and How Can We Understand Its Implications?

Securing a commercial spot during the Super Bowl has a hefty price tag. In 2022, the cost for a 30-second ad during the big game ranged from $5.5 million to $6.5 million. However, in 2024, the price of a 30-second ad has gone up to almost $7 million, according to NPR. This astronomical figure reflects the unparalleled viewership and the potential impact on a brand’s visibility. Advertisers are willing to invest despite the steep cost, given the unique opportunity to reach a massive and engaged audience.

Conclusion

In conclusion, the last five years of Super Bowl ads showcase various tactics brands use to capture the audience’s attention. Whether through celebrity endorsements, emotional storytelling, cultural references, engagement strategies, or humor, successful Super Bowl commercials share a common goal of lasting impact on viewers. As we anticipate the 2024 Super Bowl, it will be intriguing to see how brands continue to innovate and set themselves apart during this annual extravaganza.

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Check out my previous articles about Demystifing Analytic AI and The Intersection between Generative and Analytic AI.  

References

“A 30-Second Spot to Air during the 2024 Super Bowl Costs $7 Million.” NPR, NPR, 8 Feb. 2024, www.npr.org/2024/02/08/1229964925/a-30-second-spot-to-air-during-the-2024-super-bowl-costs-7-million. 

Newton, Ksenia. “The Most Talked-about Super Bowl Ads of the Last 5 Years.” Brandwatch, 1 Feb. 2024, www.brandwatch.com/blog/most-talked-about-super-bowl-ads/.