The Real MVPs: Super Bowl Ads That Made History

The Super Bowl isn’t just a football game; it’s the advertising industry’s equivalent of the Oscars, where brands vie for the spotlight in front of a massive audience. With over 100 million viewers tuning in annually, it’s a prime opportunity for companies to showcase their creativity and leave a lasting impression. In 2024, the average cost of a 30-second spot reached $7 million (Statista). Despite the hefty price tag, the potential for massive exposure and cultural impact makes it a worthwhile investment for many.

Let’s take a look at four of the most iconic Super Bowl commercials, exploring their cultural significance and the context in which they aired.

1. Coca-Cola: “Hey Kid, Catch” (1980)

Cultural Significance:

This heartwarming ad features Pittsburgh Steelers defensive tackle “Mean” Joe Greene sharing a tender moment with a young fan. After a tough game, the boy offers Greene a Coca-Cola, and in return, Greene tosses his jersey to the kid, accompanied by a rare smile. The commercial humanized a sports icon and became a touchstone of American advertising, illustrating the power of simple, emotional storytelling.

Context in 1980:

• The U.S. was dealing with the aftermath of the Iran hostage crisis, and the nation craved uplifting content.
• The Miracle on Ice was about to occur, where the U.S. Olympic hockey team would achieve an unexpected victory over the Soviet Union.
• The Rubik’s Cube was emerging as a cultural phenomenon, challenging minds across the country.

Why It Endures:

The ad’s universal message of kindness and connection continues to resonate, making it a timeless piece that still evokes emotion decades later.

2. Budweiser: “Whassup?” (2000)

Cultural Significance:

This commercial introduced a simple yet infectious catchphrase that quickly permeated popular culture. Featuring friends greeting each other with an exaggerated “Whassup?” over the phone, it became a global sensation, spawning countless parodies and becoming a staple in everyday conversations.

Context in 2000:

• The world had just navigated the Y2K scare, and there was a collective sense of relief and optimism.
• The dot-com bubble was at its peak, with technology and internet companies booming.
• Reality TV was gaining traction, with shows like Survivor debuting and changing the television landscape.

Why It Endures:

The ad captured the zeitgeist of the early 2000s, and its catchphrase remains recognizable, demonstrating the power of simplicity in advertising.

3. Old Spice: “The Man Your Man Could Smell Like” (2010)

Cultural Significance:

Old Spice reinvented its image with this witty and fast-paced commercial featuring actor Isaiah Mustafa. Speaking directly to the audience, Mustafa delivered a monologue that transitioned seamlessly through various scenes, all while promoting the idea that using Old Spice could make any man more appealing. The ad was a viral hit, leading to a series of follow-up commercials and a significant boost in sales.

Context in 2010:

• The world was recovering from the Great Recession, and consumers were seeking lighthearted content.
• Social media platforms like Facebook and Twitter were becoming integral to daily life, amplifying the reach of viral content.
• The iPhone 4 was released, marking a significant advancement in smartphone technology.

Why It Endures:

The ad’s clever script, charismatic delivery, and innovative approach to direct advertising set a new standard and showcased the potential of viral marketing.

4. Snickers: “You’re Not You When You’re Hungry” (2010) – Betty White

Cultural Significance:

This humorous ad featured the beloved Betty White playing football with a group of young men. After a rough tackle, she’s handed a Snickers bar and instantly transforms back into a young man, highlighting the tagline, “You’re not you when you’re hungry.” The commercial was a massive success, leading to a long-running campaign and reinvigorating White’s career.

Context in 2010:

• Betty White was experiencing a resurgence in popularity, culminating in a successful campaign for her to host Saturday Night Live.
• The New Orleans Saints won their first Super Bowl, providing a feel-good story for a city recovering from Hurricane Katrina.
• Mobile technology was advancing rapidly, with the introduction of devices like the iPad.

Why It Endures:

The ad’s relatable humor and the clever use of a beloved celebrity made it memorable, and the campaign has continued to evolve with new iterations over the years.

The Impact of Super Bowl Advertising

Investing in a Super Bowl commercial is a significant commitment, but the potential rewards are substantial. In 2023, companies spent an estimated $600 million on in-game advertising during the Super Bowl (Statista). The massive viewership provides an unparalleled platform for brands to make a cultural impact and achieve widespread recognition.

These iconic ads demonstrate that with creativity and a deep understanding of the audience, a Super Bowl commercial can become more than just an advertisement—it can become a lasting part of cultural history.

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This article originally appeared on Hawke Media’s Blog.