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Of the estimated 113+ million viewers who tuned in for the Super Bowl LVII in 2023, around 43% tuned in primarily for the advertisements — a far cry from those of us who groan at even 15-second-long ads. Super Bowl commercials have develop into a cultural phenomenon, with audiences anticipating creative spins from familiar brands and sometimes comparing their favorites online afterward. While loads of corporations have secured these behemoth ad slots only to fumble the ball, many have stood the primetime test. By examining the patterns and themes of a few of the most successful Super Bowl ads, business leaders can learn from the ultimate marketing play.
Related: What Super Bowl Ads Can Teach Entrepreneurs About Marketing
1. Emotion gets ads to the end zone
Actually, one in every of the most memorable and impactful Super Bowl commercials tugged at the heartstrings of the masses, choosing pathos in the type of puppies. “Puppy Love,” the classic Budweiser Clydesdales ad that debuted in 2014, appealed to human consumers not through the classic can-and-condensation combo but via an unlikely animal friendship between a Clydesdale and a golden retriever puppy.
With subtle themes of rustic patriotism and all-American heroism, the Belgian multinational brewing company wooed viewers via man’s best friend — and barely featured their product in any respect. In 2016, it was ranked as the hottest ad ever to air in the 50-year history of the NFL’s premier event. The lesson here is evident: healthful content appeals to almost everyone, and authenticity is universal — eclipsing predictable, emotionally empty product placement.
When planning our 2005 “What Did You Ever Do Without Them?” business for Post-It notes, the 3M team took the same tack, choosing cuteness that resonates with a general audience. While this sentiment does play well, what doesn’t make the cut are the unique challenges of filming with unpredictable (albeit cute) animals.
2. Americans huddle up for humor
Whether it is a torrential downpour of lemons forecasted by Budweiser, Homer Simpson swiping his Mastercard or the rapid transitions and smooth-talking of the infamous Old Spice guy, Super Bowl audiences are on the lookout for laughs between plays. Since laughter is shown to improve short-term memory, funny commercials are much more memorable, and so are the brands/products they represent.
While one-hit-wonders could have their moment, brands that establish likable recurring characters of their ads are especially adept at constructing brand awareness and memory recall of the hero products advertised. The common American will likely recognize Progressive’s iconic associate Flo, Geico’s recently-revived Caveman, Allstate’s mischievous Mayhem man and even Liberty Mutual’s seemingly inescapable LiMu Emu. The mixture of clever humor and unique, original characters makes for an efficient business that can proceed to construct and enhance brand awareness for years to come back.
Related: 4 Must-Haves for Brands Considering TV Commercials
3. Social issues are shared goals
Greater than ever, Super Bowl commercials are addressing social issues, reflecting a shift in consumer preferences toward purpose-driven brands. By aligning themselves with meaningful causes and communicating their commitment to societal issues, brands aim to foster a positive image and construct loyalty.
For instance, Dove’s “Real Strength” business (2015) challenges stereotypical gender roles, including what it means to be a “real man”; Nike supported Colin Kaepernick’s social activism by featuring Kaepernick of their 2019 “Dream Crazy” ad. In fact, for these allegiances/political stances to be effective, corporations must practice what they preach — which is to say that authentic initiatives inside the company must also back up these public allyships. Otherwise, corporations run the risk of a backlash much like that against Budweiser following their controversial Dylan Mulvaney partnership.
Related: 3 Questions Pepsi Should Have Asked Before Releasing Its Kendall Jenner Ad
4. Pass the ball to the consumer
Ads that end with a Call to Motion transcend traditional one-way communication, inviting audiences to depart an enduring impact. One effective example was Coca-Cola’s 2014 “#AmericaIsBeautiful” ad, which encouraged viewers to share their very own moments of beauty using the company’s hashtag. The genius of this hashtag is in its simplicity; very similar to Budweiser’s “Puppy Love” ad, which featured a minimal branded product, #AmericaIsBeautiful celebrates the country slightly than Coca-Cola. Impressively, the owned hashtag created an onslaught of positive conversation around the brand without actually using any branding. This interactive element cultivated a trend of user-generated content while extending the reach of the company’s campaign and engagement.
5. Celebrities are the MVPs
Whether it is a cranky pre-Snickers bar Betty White, Ryan Reynolds parking a Hyundai or Harrison Ford chatting with an Amazon Alexa, brands often turn to celebrities to spice up the appeal of their Super Bowl commercials. When humor and emotional substance could also be lacking, there isn’t any substitute for star power, and when corporations can mix clever scripts with well-known faces, a viral moment is all but guaranteed. That said, corporations should be careful when in search of celebrity endorsements — selecting a star who resonates with the targeted audience and whose image/voice aligns with the company’s brand values is crucial.
With every Super Bowl, business leaders can develop into the brand consumers root for. Super Bowl commercials provide a singular and colossal opportunity to capture the attention of tens of tens of millions of people that aren’t only exposed to the commercials but in addition sit up for them. Ultimately, the most successful are those that entertain and effectively communicate their brand’s message and values.