The Super Bowl is the biggest television event of the year. Although it takes place in February, people start talking about, planning for it, and laying bets on who will participate in it before the first snowflake has hit the ground. That is, viewers start planning in the fall, advertisers start thinking about their Super Bowl commercials much much earlier. This year’s Super Bowl broadcast will command prices averaging between $3-$4 million dollars per slot. Just think about that for a moment. $3 million for thirty seconds of time. That is a lot of money, a whole lot of money. Because these commercial spots are so expensive, companies work with advertising agencies months ahead of game day, employing the latest in special effects, cleverest concepts, and cutting-edge technologies. Most of the ads you see are for products like vehicles, tires, beer, soft drinks, snack chips, and blockbuster movie trailers. You probably won’t find too many shampoo, or baby diaper commercials during the Super Bowl, I’m afraid those are not considered appealing to the Super Bowl’s key demographic!
Here are a few standouts from over the years. Some are funny, some make you think, some are moving; but all of them are memorable in some way. So here are our picks for the best Super Bowl commercials from the big game!
A beaver selling tires? Why not? A fun trend that has become popular is the use of animals in advertising. Special effects and digital technologies have made things possible on the computer that probably wouldn’t happen in real life. Watch this Bridgestone Tires commercial that shows a beaver repaying a favor to a driver that saves his life.
This Doritos commercial teaches us all a valuable lesson. Teasing animals for sport, especially in a way that might make them get hurt, is a pretty dangerous proposition. The guy in the commercial gets what he deserves, courtesy of a pug who really packs a wallop.
This delightful commercial from the 2011 Super Bowl was a huge hit. This tiny be-robed figure has an oversized Darth Vader helmet, and even bigger ambitions. His inability to employ the Force to master his surroundings makes him more and more disconsolate, until he gets a little help from his dad, and Volkswagen’s remote start feature!
The hapless, hopeless caveman is having a bit of a day isn’t he? His package delivery goes terribly wrong, and when he gets back to the cave, his boss is less than sympathetic. His indignant clicks and grunts as he argues with his caveman employer will resonate with anyone who has ever been on the losing end of an unfair work situation. My favorite part is the disgruntled, defeated expression on his heavy-browed face as he stomps out of the cave. Spoiler Alert! This ad does NOT have a happy ending!
This Monster.com ad was part of the 1999 Super Bowl, featuring young children talking about their lofty career goals, with an angelic chorus swelling triumphantly in the background. And what do these movers and shakers of tomorrow want? “To claw my way up to middle management,” “To be forced into early retirement,” and “I want to file all day.” This clever commercial inspired a lot of people to reevaluate the way they viewed their careers!
This sweet, commercial is the oldest one of the bunch, dating from the 1980 Super Bowl. But its message is timeless. A bad day can be turned around by a simple gesture. Legendary football star Mean Joe Green limps back to the locker rooms after a bad game, when a young fan stops him, to pay him a compliment. Mean Joe Green brushes the kid off, not rudely, but not terribly nicely, either. The kid offers Mean Joe Green his bottle of Coke, and Mean Joe Green chugs it down in one long gulp. As the boy glumly turns around and walks away, Joe has a change of heart. Watch and see. By the way, if you are not charmed by the boy’s delight, and Mean Joe Green’s beautiful smile, you are dead inside!
Terry Tate Office Linebacker. The title alone is funny. This Reebok commercial was a runaway hit, during the 2003 Super Bowl. Terry Tate’s role as the enforcer in a cubicle-filled office makes me laugh every single time I see it. His howls of intensity, as he reminds people that break was over ten minutes ago, or that you don’t take the last cup of coffee without refilling it, are equal parts amusing and terrifying. Watch for the shout-out to cult classic favorite movie, Office Space, in this one!
This commercial from the 2010 Super Bowl almost single-handedly revived the brand Old Spice. Isiah Mustafa as the Old Spice Guy, a.k.a. “The Man Your Man Could Smell Like” became an overnight star as a result of this commercial. His deep voice, dazzling smile, and manly physique combined with oddball humor have made this commercial a YouTube classic, with almost 40 million views and counting. What is not immediately apparent, but incredibly impressive, is that this commercial was done in one long take! Not an easy feat, considering the wardrobe changes, setting changes, and don’t even get me started on the horse!
Almost universally hailed as the best commercial from the 2011 Super Bowl, this Chrysler commercial holds a special place in our hearts as proud Michigan natives! Showcasing economically devastated Detroit, Michigan, and its resurgence as the home of the American automobile industry, this ad makes a powerful case for buying Detroit-made cars. The ad stars Eminem, and features some of Detroit’s best known spots, like the Fox Theater, and the Renaissance Center. Watch this ad, and see if you aren’t moved by “Imported from Detroit.”
This remarkable ad, from the 2002 Super Bowl was only shown once, but has never been forgotten. In the wake of the 9/11 terrorist attacks on our country, the Budweiser Clydesdales journey through the American countryside to pay tribute to the Statue of Liberty in New York City, and those who were lost in the disaster. Simple, quiet, and powerful, this commercial still sends chills up your spine.
We know all of you are planning your Super Bowl parties, buying up chips and dip, making chili by the gallon, and stocking up on beer and soft drinks. Take a look at a couple of the fun commercials that will be making their primetime debut at this year’s 2012 Super Bowl. One is from Volkswagen and features barking crew of pups and a song that you might recognize. The other stars Matthew Broderick, bringing back one of his most beloved characters (or at least his spirit) in a commercial for the new Honda CR-V.
Tracy Maher is a party planning guru and director of marketing for DiscountPartySupplies.com. She has a husband, three children, and a cat that should be registered as a lethal weapon. She throws many parties, mainly as an excuse to cook (and eat) a lot of food!
