With a price of $4 million for a 30 second spot (that’s over $130,000 per second), and viewership in excess of 100 million people, its no wonder why there is so much hype around Super Bowl commercials. Some will make you laugh, while others will pull on your heartstrings, but one thing that’s for sure is that companies will stop at nothing to deliver another successful year of advertisements. So whether you love them, hate them, or have never seen them (not likely!) we are going to look back at some of the most successful Super Bowl ads and see why they are the ones you’re talking about at the water cooler the next morning in that slightly dazed state.
First up is The Force – Volkswagens 2011 spot
This ad follows the struggles of a young boy dressed as Darth Vader attempting to use the force to control things around his home. After no success and being let down he goes outside, where to his surprise his powers suddenly start his dads Volkswagen.
As the most shared Super Bowl commercial in history with over 5 million shares and 60 million views, Volkswagen was able to create something that every viewer can connect to. The ad lets viewers feel a range of emotion from sympathy for the boy, to humour and compassion, which when paired with a happy ending would even make Ray Lewis smile.
Next is Chryslers’ Imported From Detroit ad from 2011
Focusing on the rebuilding of the US economy and the struggles that motor city faced, this ad features rapper Eminem driving a new Chrysler 200 through the city showing how despite all of their struggles, they can still relate to the finer things in life.
And finally there is Budweiser’s Brotherhood commercial from last year
As one of the top commercials from the 2013 Super Bowl with nearly 3 million shares and millions of views, Brotherhood shows the connection between a man and his horse as he nurtures it from a young calf to being full-grown. Years after sending if off to be part of the Budweiser Clydesdales, the commercial pulls at your emotions showing the heart-warming reunion between this man and his horse.
So what do these ads all have in common? Aside from the fact that they were all made for the Super Bowl and rank in the top 10 most shared Super Bowl commercials, each ad featured something we all know. Whether it’s a pop culture reference or an emotion within us, incorporating something familiar to a target audience lets companies capture the attention and help drive the message they are trying deliver to viewers. It doesn’t matter if it’s Star Wars, Eminem, or a heartwarming story, because as long as we relate to the message that the company is sending then their job of selling us that new car, beer, or even TV becomes much easier.
Now you might be thinking “how can I see this years commercials?” Well, lucky for you to try and increase viewership as much as possible, official broadcaster FOX Sports has elected to provide a free stream that will be available on all computers and mobile devices. Running this promotion through a 1-day free trial of their website and app Fox Sports Go, they are making sure that everybody will have the opportunity to watch this years big game.
Honorary mention: PepsiCo.
Although Pepsi hasn’t had an ad ranking in the top 10 most shared or viewed, they are worth mentioning based solely on the depth of advertising that they do.
Two major aspects that PepsiCo excels in are consumer involvement and retail activation. For the past 7 years, Doritos (a division of Frito Lay, a PepsiCo brand) has run their Crash The Super Bowl campaign where they challenge people to make a 30 second ad to be featured during the Super Bowl. Getting consumers involved with the product and company’s message in this way has been proven to create a deeper connection they have with the brand.
Furthermore, through their retail activation Pepsi will try to capitalize on generating buzz and sales before, during, and after all the hype around commercials are over.
Here is an example of a fan made Doritos commercial that went on to take the top spot in 2009.
And here are some photos of Pepsi’s retail activation this year.
So enjoy the Show on Sunday, Feb 2 and let’s see what ads come out on top!
Super Bowl Quick Facts:
108 million viewers watched the 2013 Super Bowl (3rd most watched program in television history)
The price of advertisements has increased an average of 11% per year, which is now up to 4 million from $450k in 1984 and $40k in 1967 (inflation adjusted to $944.4k and 261.1k respectively).
For over 21 years, The KMAC GROUP has worked with some of the world’s best-known companies to help them grow their sales. Using our experience in strategic sales, key account management, sales training, project management, consumer engagement and live retail event activations, we help companies like Procter & Gamble and General Mills increase sales performance.