Super Bowl Ads of 2023: A Thematic Analysis

I know absolutely nothing about American Football, yet I know what day the Super Bowl falls on every single year without fail.

I watch for the ads.

As the world takes us on a ride of twists and turns, one thing remains pretty constant: the Super Bowl is the premier event for advertisers to showcase their creative and strategic prowess. It’s become an iconic cultural event across the world, with many people tuning in specifically to watch the ads that air during the game.

This year’s ads were no exception to previous years, with brands across industries working hard to generate buzz, increase brand recognition and capture the attention and loyalty of consumers.

I watched every single Super Bowl ad and identified three key themes: comedy/entertainment, nostalgia/sentimentality and informational; and two micro-trends: zeitgeist and sustainability.

Let’s make this a discussion, let me know what you think.

Comedy/Entertainment

Isn’t comedy, entertainment? Yes, but I’ve intentionally split them up because some of the ads presented were entertaining and light-hearted but didn’t quite hit a comedic note.

Comedy has been one of the most popular Super Bowl themes every year. It is often utilised because of its ability to make an ad more memorable and help create a positive association with the brand. Laughter is good for the soul and eliciting laughter forges an emotional connection between your audience and your brand. I consider this connection to sit in the soul and fills the audience with serotonin and good feels.

The entertaining spots had less overtly humorous elements, but featured clever wordplay and engaging music to keep us entertained.

The spot that appealed to me most in the theme of Comedy was Booking.com’s ad featuring Melissa McCarthy. It sounds like my brain on holiday mode.

Nostalgia/Sentimentality

Brands have used nostalgia and sentimentality to forge fast and deep connections with an audience. They do this by associating with a memory or positive association that the audience holds onto. I consider this type of connection to sit in the heart and fills the audience with comfort and familiarity.

Nostalgia has been particularly prevalent in recent times, following the major global trauma the world experienced due to COVID-19. There was so much uncertainty and discomfort, that people started turning to what they know for a sense of security.

Sentimentality pulls on the heart strings, making connections between what you see and a personal memory you share with someone or something else, reminding us of the importance to cherish the moments and relationships that matter most.

My favourite nostalgia spot was PopCorner’s Breaking Bad revival featuring Bryan Cranston, Aaron Paul and Raymond Cruz. The ad features a memorable scene from the popular TV show reimagined replacing the unmentionable, with chip snacks.

Sentimentality hit me hard with The Farmer’s Dog spot, which saw a female protagonist growing up with her dog, showing their relationship at different stages from childhood, through to university, marriage and even having her own child.

Informative

Some ads just have a job to do – educating consumers about a product or service to help meet a need. They are practical and informative. I consider this type of connection to sit in the mind, appealing to the logical side within all of us.

Some of the ads featured in this category tried to entertain, but I found that just had too much to say to nail both categories at once.

My favourite in this category was the Google Pixel ad, it did a great job at highlighting a problem we all have and showing us to how the technology works, whilst keeping our attention through the use of cameos by Amy Schumer, Doja Cat and Giannis Antetokounmpo.

Micro Trends

Tapping into the zeitgeist looks like brands inserting themselves into popular narrative. Ads that do this can help their brand stay relevant and appeal to current cultural trends. e.l.f Cosmetics did this seamlessly by eliciting the help of White Lotus creator to write the spot and by featuring White Lotus cool-girl Jennifer Coolidge as the face of the brand.

Another microtrend on display was sustainability. These ads tend to demonstrate a brand's commitment to social responsibility and appeal to consumers who value sustainability. GM’s spot did an excellent job at promoting their electric ambitions whilst highlighting Netflix’s commitment to showcasing more EVs in their movies and shows.

Final Call

The 2023 Super Bowl ads were a reflection of the ever-evolving values and priorities of consumers, as well as the increasingly complex and multifaceted role that brands play in society. By embracing humour, nostalgia and connection these ads demonstrated that effective marketing is as much about connection and resonance as it is about sales and profit.

Do you agree with my analysis of the spots? Which were your favourite spots in each category? Would you switch any of the brand categories? Have I missed any spots?