In the last 3 decades a notable trend has developed in Super Bowl advertising, changing up the way marketing is dealt with in a major way. Of course, advertising during the Super Bowl has always been a big deal, given the incredible reach even a short commercial has in a prime spot. But since 1984, and the incredible Apple advert that shattered all expectations, Super Bowl advertising has never been the same.
What was it about the Apple advert that shook the advertising world to its very core? Only that the commercial was directed by Ridley Scott, and had a budget and quality leagues beyond any other commercial at the time.
Today, of course, most Super Bowl adverts are handled with the same care, and backed by an astronomical budget to boot. And since 1984, they have only been getting better. Over time, the ads featured have covered everything from beer to hot sauce, and with the US relaxing regulations, we may even see ads in the future that feature online casinos or other industry giants that have up until now, not been allowed air time.
To give you a glimpse of the type of ads screened during the most watched game on TV, we’ve rounded up the top 5 Super Bowl adverts of all time, until the next kick off of course!
1984 – Apple
And speaking of the Apple commercial that started the trend; it is still regarded by many as one of the best commercials ever made. Watch it now and it is still as powerful as it ever was, clearly showing signs of being far beyond the standards of anything else at the time.
The commercial is so well made, and so powerful, in fact, that many didn’t know what to make of it at the time. Plus, there was no showing of the product actually being advertised, which drew criticism from many in prominent positions in Apple at the time.
Today the commercial lives on in infamy, often pointed to as a benchmark in advertising that drastically shook up the advertising world.
2011 – Volkswagen
An advert from Volkswagen in 2011 hit all the right notes, telling a cute story, appealing to Star Wars fans, and banking on the two to come together to make pure gold. They were right, and thankfully so, given that the licensing costs must have been through the roof.
The simple advert shows a child attempting to use “the force” to control home electronics, only to unexpectedly find success with his father’s Volkswagen car. Adorable and clever.
1998 – Tabasco
A comedy classic that has endured for years, the Tabasco commercial of 1998 was seen around the world. The commercial focuses around a pizza-eating nameless man who clearly enjoys a great deal of Tabasco sauce with his meals. Good for him, not so good for the mosquito that decides to snack on him. No swatting needed, though, because apparently Tabasco sauce packs a powerful enough punch to make a mosquito explode into a fireball in mid flight.
1999 – Budweiser
This classic commercial all but had the entire world shouting whassup! into their phones. So popular did the commercial become, in fact, that the phrase was used in sitcoms, comedy shows, movies, and many Internet memes. Interestingly, many weren’t even aware that the commercial was for Budweiser beer, but they certainly knew the advert. It just goes to show that a good commercial can go well beyond the product it is trying to sell. Whassup!
2010 – Old Spice
The 2010 Old Spice commercial was a global, viral hit, which just goes to show how far a commercial can go, when done right. After all, what better way for a commercial to succeed than to be known globally?
The popular advert is a hilarious monologue by a handsome character, explaining how “your man could smell like him.” Funny, based around incredible practical set changing special effects, and self aware of it’s own silly content, the commercial did everything right.