what makes a good super bowl commercial?
The most-watched TV program is just around the corner, the peak of American sports entertainment: the Super Bowl. The National Retail Federation estimates about 203.4 million people will tune in to watch the Philadelphia Eagles and the Kansas City Chiefs battle it out on the field once again.
But, for some, the game isn’t even all the excitement. Many will tune in to watch Kendrick Lamar’s halftime show performance, while others find the highly anticipated commercials and advertisements to be the highlight of the night. Because the Super Bowl is the most watched event in America, brands are willing to pay up to $8 million for a 30-second spot in order to reach millions of potential customers. As marketers, this begs the question: what makes a good Super Bowl commercial? Let’s explore.
Keeping a simple and clear message
Since brands only have about 30 seconds to convey their message, it’s important for the message to be straightforward and uncomplicated. They need to emphasize a single core message that is both simple and profound. Ideally, the two key takeaways viewers should remember from the ad are: the ad concept, and more importantly the brand behind the ad.
Budweiser has a long history of iconic Super Bowl ads, often blending humor, emotional storytelling, and memorable visuals. Budweiser’s 2024 commercial is centered around Budweiser’s horses helping a small town that has been hit with a standstill snowstorm. The ad is packed with charm and nostalgia, ending with the message that Budweiser has been “Delivering since 1876.” This commercial exemplifies characteristics of simplicity and clarity, while also tying in a wholesome and heartfelt message. Plus, who doesn’t love to see cute animals in a commercial?!
make it memorable
Whether it’s humor, relatability, or heartfelt moments, ads that resonate on an emotional level tend to stick with people the most, increasing the chances of them remembering the brand and even taking action (like purchasing a product or following on social media).
celebrity endorsements
Adding a celebrity to the face of an ad will give a brand higher recognition and credibility. This, of course, comes with a price that most large brands can afford to explore.
Fabletics created an ad for the 2023 Super Bowl featuring Kevin Hart. The brand emphasized amazing deals on their men’s clothing on a black screen, while Kevin Hart brings a piece of his stand-up comedy to the spot and ultimately elevates the ad. Fabletics didn’t have to do much graphically because their main focus was using Kevin Hart to get their message across.
The Super Bowl is a fun tradition that brings tons of people together. While the game itself might not entertain you, it’s always fun to watch the unique advertisements that brands work so hard to create. This year, take a seat on the couch and consider the thought and strategy that goes into each commercial to create a simple, clear, and memorable Super Bowl ad.