08/01/2025
You love Super Bowl ads, we love marketing. Let's get into it.
Everybody loves a great commercial. Something to make you smile, something to share with friends. And a great commercial makes you feel close to a brand, too. We at IE Business School are such a fan of the yearly Super Bowl marketing campaigns that we decided to put something special together for you. So, grab yourself a plate of nachos, a giant foam pointy finger and enjoy some of the best Super Bowl ads of all time. It’s our treat.
Our top 10 favorite ads from Super Bowl marketing campaigns
1. “Hey Kid, Catch!” — Coca-Cola (1980)
The ad originally aired in 1979, but it was such a hit that Coca-Cola made it part of their Super Bowl marketing campaign. The rest is history. “Mean” Joe Greene limps off the field, a kid offers him a bottle of coke, and all’s swell again. The commercial won plenty of awards and even inspired a movie called “The Steeler and the Pittsburgh Kid”. How’s that for cultural impact!
2. “1984” — Apple (1984)
You wouldn’t think it now, but Apple was small fry back in 1984. At least compared to now, anyway. They gained major exposure after getting Ridley Scott to direct this epic ad. Based off Orwell’s “1984”, this Super Bowl commercial showed a lady being chased by the Thought Police in a fine act of rebellion. Apple used the ad to roll out their Macintosh computers and it was a big success.
3. “Where’s The Beef” — Wendy’s (1984)
“Where’s the beef” became a catchphrase for years and years after this aired during the Super Bowl. A funny ad with three old ladies criticizing a bad burger? Winner. Clara Peller, the main character, became something of a star after this. And just like that, one of the most memorable Super Bowl marketing campaigns of all time was born.
4. “Cindy Crawford” Pepsi (1992)
Pepsi’s ad with Cindy Crawford was a big moment in pop culture. Crawford was the world’s biggest supermodel. Attaching her to their soft drink was a master stroke. This Super Bowl marketing idea came off very cool and got Pepsi that youthful image it was craving.
5. “Hare Jordan” — Nike (1993)
Bugs Bunny and Michael Jordan killed it in “Space Jam”. And guess what? It all kicked off with this Nike commercial. Bugs Bunny says, “This could be the beginning of a beauty-ful friendship!” Maybe they knew more than we did, but we can’t help but crack a smile at this part-animated gem.
6. “Marv Levy” — Snickers (1996)
We’ve got BBDO New York to thank for this one. The ad hits a Super Bowl marketing “must” with it’s star-studded cast of celebrities. Marv Levy, Thurman Thomas, Jim Kelly, Bruce Smith… those are some great names. This Super Bowl marketing idea centered around filling up in a fun way, giving Snickers a lighter touch to their brand image.
7. “Wassup!” — Budweiser (2000)
This ad went viral when going viral didn’t exist. Directed by Charles Stone III, this Super Bowl ad spoke to viewers with its authentic sense of friendship and fun. Here’s a fun fact: Stone, the director, is the guy on the couch who starts the phone call! And just like that, it was part of Super Bowl marketing history.
8. “Cast Away” — FedEx (2006)
Another pick from BBDO New York! This Super Bowl commercial drew on nostalgia by parodying Tom Hanks’ beloved movie “Cast Away”. If you’ve seen the film, you’ll love Wilson just as much as us. Well, FedEx managed to give us that happy ending we needed for closure. It’s memorable, it’s clever and it’s in our top 10 Super Bowl commercials of all time.
9. “The Man Your Man Could Smell Like” — Old Spice (2010)
This one’s a classic. It’s in recent memory, too! Old Spice hit commercial gold with this iconic ad. Counting on the services of Isaiah Mustafa, Old Spice put together this offbeat short to capture the imagination of fans. If you’re not sold by diamonds and horserides on the beach, you’re one tough cookie. This is Super Bowl marketing at its best.
10. “The Force” — Volkswagen (2011)
This one gets you right in the feels. Volkswagen capitalized on Star Wars nostalgia with this wannabe Sith who just can’t use the force. Fortunately, we’ve got dad to make everything better. It’s sweet and makes the perfect commercial for Volkswagen’s wholesome family brand.
Why is the Super Bowl such a major event for brand marketing?
How do Super Bowl ads impact a brand’s visibility and sales? Significantly, would be the answer. The Super Bowl is one of the greatest opportunities to stand out in a $900 billion global ad market. And brands fork out for the opportunity—a 30-spot costs $7 million.
Why do Super Bowl ads cost so much, and are they worth it? And what makes a successful Super Bowl commercial? According to studies on marketing for the Super Bowl, humor and emotion are the winning play, with 85% of viewers saying funny ads stick in their minds, and 82% favoring emotionally charged content. Ads that force emotions or try too hard to be funny can fall flat, so staying true to brand identity is key.
Good Super Bowl marketing ideas will set your brand apart from competition.
As for the benefits, this is the biggest sporting event in the US. 41% of viewers are more likely to purchase a brand after seeing their ad run during the Super Bowl. That’s a chunk of viewership that can exceed 123.4 million viewers. So, yeah. It’s worth it.
How can smaller brands leverage the Super Bowl for marketing without buying ad space?
Do you have a small brand? Want to make the most of the Super Bowl? You can! Even if you don’t have $7 milllion lying about, just make themed promotions like a “Pre-Game Packs” for home services. Or you could do Super Bowl contests to get your name out there in the local community. You could even write a blog article…
Use social media contests to leverage fun games like predicting the Super Bowl score, MVP, or other in-game statistics. You could even have special coupons about the Super Bowl. The possibilities are endless.
Think your brand could benefit from marketing expertise? Well, IE Business School might help. We’re one of the best universities in Europe, after all. Plus we love an entrepreneur. So, if you think you’d love us too, let’s speak!
