Art Blog #172: The Super Bowl Ads: A Spectacle of Marketing and Entertainment since 1984

Best Ads of the Year

These aren't your average 30-second spots; they're mini-movies, celebrity cameos, and cultural moments rolled into one. Whether you're a seasoned ad aficionado or someone just curious about the hype, this article delves into the world of Super Bowl commercials, exploring their history, impact, and the sheer spectacle they've become.  

Pinnacle of Creativity

For those unfamiliar with the phenomenon, imagine this: a sporting event so massive that nearly half of the United States tunes in. Now, imagine companies willing to pay millions of dollars for a few seconds of airtime during this event. That's the Super Bowl ad landscape. These aren't just ads; they're cultural touchstones, often generating more buzz than the game itself. Why? Because they represent the pinnacle of advertising creativity, leveraging star power, humor, emotion, and cutting-edge technology to capture the attention of a massive, captive audience.

The History of Super Bowl Ads

The Super Bowl ad phenomenon has evolved significantly over the decades. Early Super Bowl commercials were often simple product demonstrations or jingles. However, as the stakes grew higher, so did the creativity. The late 1970s and early 1980s saw the emergence of more elaborate storylines and memorable characters. Then came the "1984" Macintosh commercial, directed by Ridley Scott, which dramatically changed the game. Its cinematic quality and bold message established the Super Bowl as the premier stage for showcasing groundbreaking advertising.  

Today´s Budgets

Today, Super Bowl ads are a high-stakes game. Companies invest not just millions in airtime (which can reach upwards of $7 million for a 30-second spot), but also millions more in production. They hire top directors, A-list actors, and special effects wizards to create ads that are more like short films than traditional commercials. The goal is not just to sell a product, but to create a lasting impression, generate social media buzz, and become part of the cultural conversation.  

The strategy behind these ads is multifaceted. Some aim for humor, hoping to create a viral sensation that extends far beyond Super Bowl Sunday. Others tug at the heartstrings, employing emotional storytelling to connect with viewers on a deeper level. Still others focus on showcasing cutting-edge technology or highlighting a brand's values. Regardless of the approach, the ultimate aim is to generate brand awareness, drive sales, and solidify a company's position in the market.  

But the Super Bowl ad game isn't without its risks. With so much money on the line, a poorly received ad can be a costly mistake. The pressure to deliver a memorable and effective commercial is immense, and even the most seasoned advertising agencies can fall short. Furthermore, the rise of social media has added another layer of complexity. Ads are now dissected, analyzed, and shared (or ridiculed) in real-time, making it even more crucial for brands to get their message right.

Super Bowl Parties

For viewers, Super Bowl ads offer a unique form of entertainment. They've become a part of the Super Bowl experience, eagerly anticipated and discussed alongside the game itself. Many people even host "Super Bowl ad parties," rating and critiquing the commercials as they air. The ads provide a glimpse into the creative minds of the advertising world, showcasing the latest trends in filmmaking, humor, and storytelling.  

The impact of a successful Super Bowl ad can be enormous. It can boost brand awareness, drive sales, and even resurrect a struggling company. A memorable ad can become a cultural phenomenon, with catchphrases and characters entering the popular lexicon. Conversely, a poorly received ad can damage a brand's reputation and lead to significant financial losses.  

Some of the most acclaimed Super Bowl Ads of all Time:

1984: Apple - "1984" (Dystopian vision of a world without Macintosh)

Introduced the Macintosh computer, established Super Bowl as a platform for groundbreaking ads

1999: Volkswagen - "Little Darth Vader" (Cute kid trying to use "The Force")

Humorous and heartwarming, became a viral sensation

2000: E*TRADE - "Monkey" (Monkey tapping on a keyboard)

Simple but effective, launched a long-running campaign

2003: Pepsi - "Beyoncé" (Pop star's energetic performance)

Showcased Beyoncé's star power, cemented Pepsi's association with music

2004: Apple - "iPod Silhouette" (Silhouettes dancing to music)

Introduced the iPod to a massive audience, revolutionized music consumption

2008: Bridgestone - "Squirrels" (Squirrels causing chaos)

Humorous and memorable, highlighted Bridgestone's tire safety features

2011: Chrysler - "Born of Fire" (Eminem driving through Detroit)

Powerful and emotional, resonated with the city of Detroit and the American spirit

2013: GoDaddy - "Perfect Match" (Danica Patrick and a nerd)

Controversial but attention-grabbing, generated significant buzz

2015: Always - "#LikeAGirl" (Challenging the negative connotations of "like a girl")

Socially conscious and impactful, sparked a conversation about gender stereotypes

2016: Hyundai - "The Bear" (Kevin Hart's overprotective dad)

Humorous and relatable, showcased Hyundai's car features

Super Bowl Phenomenon Goes On

The Super Bowl ad landscape continues to evolve. With the rise of streaming services and digital advertising, some have questioned the relevance of traditional Super Bowl commercials. However, the Super Bowl remains one of the few events that can still command a massive, engaged audience, making it a valuable platform for brands looking to make a big splash. As long as companies are willing to invest millions in creating memorable and impactful ads, the Super Bowl ad phenomenon is likely to continue for years to come. It's a unique blend of marketing, entertainment, and cultural commentary, all rolled into one giant spectacle. And for many viewers, it's just as much a part of the Super Bowl experience as the game itself.  

-Peter Von Hauerland