The Super Bowl: A Marketing Extravaganza
The Super Bowl continues to be the biggest televised annual event in the U.S. and celebrities have long been a staple of the must-see ads that compliment the game. In fact, The Super Bowl is not just a football game; it's a cultural phenomenon and an unparalleled marketing opportunity. With millions of viewers tuning in annually, the Super Bowl has become the ultimate platform for advertisers to showcase their products and services through innovative and memorable commercials.
Super Bowl LLVIII between the Kansas City Chiefs and San Francisco 49ers is no exception. This year's advertisers are not only spending $7 million to buy half a minute of airtime, but are also putting their money on stars like Jennifer Aniston and Snoop Dogg.
Let’s take a look at the symbiotic relationship between the Super Bowl and marketing, focusing on the top commercials that have left a lasting impact on audiences.
The Super Bowl: A Marketing Spectacle
The Super Bowl's significance in American culture cannot be overstated. It transcends sports, bringing together people from all walks of life to celebrate athleticism, entertainment, and, of course, advertising. Advertisers recognize the immense potential of the Super Bowl as a platform to reach a vast and diverse audience, making it one of the most coveted advertising slots of the year. Commercials have become synonymous with the big game in a way that they have not with any other popular sport.
Social Media
Growing up, many of us have experienced Super Bowl commercials for the first time in real time while snacking on a couch in front of a not so smart TV. Nowadays advertising begins weeks and months leading up to the major event. The Beckhams went as far as to make a teaser Instagram post ahead of their UberEats commercial alongside Jennifer Anistion, David Schwimmer, Super Bowl LVIII half time performer Usher, Jelly Roll, and others. They were paid millions for their Instagram posts that quickly went viral. By the time the commercial aired on television during Super Bowl LVIII, hundreds of thousands of people were already familiar with the ad.
According to The Hollywood Reporter, “While the production cost for Uber Eats’s minute-long spot isn’t clear, CNN reports that brands like Uber pay $15 million and $50 million for the total cost of a single ad. With broadcaster CBS charging $7 million just for the privilege of airing a 30 second spot, the pressure to spend big on production is even higher.
And the price tag for all of that talent to shill for a brand — which typically amounts to a day or two’s work for these stars — can get as high as $10 million to $15 million.” As for the star studded ad itself, it’s rather entertaining. You can see this for yourself if you haven’t already tuned in on Instagram or Super Bowl Sunday.
The Power of Super Bowl Advertising
The appeal of Super Bowl advertising lies in its unparalleled reach and engagement. With over 100 million viewers tuning in each year, advertisers have the opportunity to showcase their brand to a massive audience in a single moment. This level of exposure is unmatched by any other television event, making the Super Bowl an attractive platform for brands looking to make a splash.
Moreover, Super Bowl commercials have become a cultural phenomenon in their own right. Viewers eagerly anticipate the commercials as much as the game itself, with discussions about the best and worst ads dominating gym, water cooler, and Slack conversations in the days following the event. This level of engagement ensures that Super Bowl commercials have a lasting impact far beyond the game itself.
The Monday following Ben Affleck and Jennifer Lopez’s Dunkin’ ad debut was reportedly Dunkin’s best-ever. So what did the dynamic duo to capitalize on this success? They teamed up with Affleck’s Boston BFF Matt Damon and New England Patriots legend Tom Brady for a hilarious follow up commercial where the guys call themselves the DunKings while wearing head to toe Dunkin’ merch. In case you missed it during the Chiefs and 49ers match up, you can enjoy the minute long commercial below.
Our prediction? Monday, February 12th, 2024 when the DunKings will be one of the biggest Dunkin’ days ever once more. The ad is plugging a special menu with a Dunkin DunKings Iced Coffee and Munchkins Skewer that can be purchased from February 12, the day after Super Bowl LVIII. Love it or not, at the very least it’s good to see a genuine connoisseur of a brand representing a brand and poking fun at himself. All too often we don’t know whether the celebrity is a true fan or not, and given the countless images of Ben Affleck holding his Dunkin’ iced coffees over the years, it’s fitting that he has a drink named for him.
Update as of February 16th, 2024: The DunKings commercial is playing on repeat at Dunkin’ locations with TV screens to keep the advertisement going and going… and going. What are your thoughts on this marketing move?
Innovative Marketing Strategies
To stand out in the crowded landscape of Super Bowl advertising, brands employ a variety of innovative marketing strategies. From celebrity endorsements to elaborate storytelling, advertisers go to great lengths to captivate audiences and leave a lasting impression. Many of the most memorable Super Bowl commercials are comedic in nature, using wit and satire to entertain viewers while subtly promoting the brand. By eliciting laughter and positive emotions, these ads create a strong association between the brand and the feel-good vibes of the Super Bowl. Ben Affleck, Matt Damon, Jennifer Lopez, and Tom Brady are prime examples of just this.
Another effective strategy is the use of storytelling. Some of the most memorable Super Bowl commercials tell compelling narratives that resonate with audiences on an emotional level. Whether it's a heartwarming tale of friendship or an inspirational story of overcoming adversity, these ads create a powerful connection with viewers, leaving a lasting impression long after the game is over.
Top Super Bowl Commercials
Several Super Bowl commercials have achieved legendary status for their creativity, humor, and impact. Here are some of the top commercials that we still remember to this day:
Apple's "1984" (1984) - Directed by Ridley Scott, this iconic commercial introduced the Macintosh computer to the world with a dystopian-themed ad that is still remembered decades later.
Coca-Cola's "Mean Joe Greene" (1979) - This heartwarming ad featuring the Pittsburgh Steelers' Mean Joe Greene sharing a Coke with a young fan is a classic example of emotional storytelling.
Budweiser's "Whassup?" (1999) - This humorous ad featuring a group of friends saying "Whassup?" became a cultural phenomenon and a catchphrase of the late 1990s.
Volkswagen's "The Force" (2011) - This adorable ad featuring a young boy dressed as Darth Vader trying to use the Force on everyday objects struck a chord with audiences and became an instant classic.
Doritos' "Crash the Super Bowl" Campaign (2007-2016) - Doritos' user-generated ad contest produced several memorable commercials over the years, including "Pug Attack" and "Doritos Dogs."
So what now?
The Super Bowl represents the pinnacle of marketing excellence, offering advertisers a unique opportunity to reach a massive audience and leave a lasting impression. By leveraging innovative strategies and creative storytelling, brands can captivate viewers and cement their place in Super Bowl advertising history. As the Super Bowl continues to evolve, one thing remains constant: the enduring power of advertising to entertain, inspire, and connect with audiences around the world. The Kansas City Chiefs may be three time champs now, but the marketing team behind the Super Bowl’s present and past deserve their hats off for the highly entertaining marketing machine that they continue to nurture through ads, celebrity endorsement, Half Time performances, and if they’re really lucky — multiple cameos from Taylor Swift.
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