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The Super Bowl. The epitome of American culture in one event, it is also the biggest night of the year for football fans and marketers! Watching Super Bowl commercials has become just as entertaining, if not more entertaining, than the actual game. In fact, I would even argue more people watch this game just for the Super Bowl Commercials and half-time show than for the game.
It’s not just a sports game, it’s an event that captures the attention of millions. The Superbowl includes a football game and highly-anticipated half-time show and commercials. With such high viewership, it is no surprise that companies are so competitive to promote their products during this event. In 2021, the average cost for 30 seconds of air time was 5.6 million dollars. The reported cost for an ad for 2022 is 7 million dollars. That figure does not include the cost of putting a Super Bowl commercial together! The stakes are so high to advertise during the Super Bowl that companies are investing tens of millions of dollars into 60 seconds of video content.
Having an advertising spot during this game guarantees product awareness and visibility. The commercials have become a source of entertainment that viewers actually want to watch. There is literally no other night where you will find people wanting to watch commercials during scheduled programming. Super Bowl commercials generate a lot of conversation and attention which makes them a very good investment for a brand. Super Bowl commercials are often discussed before and after the event, with a lot of people going online to watch the Super Bowl commercials for entertainment. Meaning that a brand is generating awareness through one ad for years to come.
Super Bowl commercials are iconic and showcase a great advertising strategy. With so much competition in a short period of time, it is important for brands to stand out so that they are memorable. Unlike regular commercials, Super Bowl commercials are admired for their:
At The Influence Agency, we are constantly watching what other brands are doing and the Super Bowl is our favourite night of the year to see the work from the best in the advertising industry. See below for a list of the Influence Agency’s favourite Super Bowl commercials.
“This was the first superbowl I ever watched, and this was the era when MasterCard built its iconic “Priceless” campaign. This superbowl ad kept you guessing the whole time trying to figure out what these Presidents had anything to do with the plot, which made it so entertaining to watch.”
“This is the first ever TikTok Superbowl ad in the history of the NFL and showcases the power of leveraging user generated content through emerging platforms like TikTok! State Farm invited TikTok users to participate by submitting a duet TikTok with its mascot, Jake from State Farm, during the NFL playoffs. They’re going to have fans vote on their favorite duet and the winner will air as a real commercial!”
“I wouldn’t say it’s the best one I’ve seen but it’s definitely memorable and eye catching!”
“The way this ad made me and everyone in the office SOB. Such a great ad that seamlessly integrates the product, but makes it all about the story line. Love this one!”
“Love the way that this ad played into distinguishable voices and personas. Definitely a fun and unique way to play on how distinguishable Alexa’s voice is.”
“It’s just funny to me!”
“This is still, to this day, the most powerful commercial I’ve ever seen.”
“Great funny commercial with an outstanding talent roster. Will Ferrel is a great choice anytime and had my attention the whole time”
“I love Chris Evans, John Krasinski and Boston accents! Car commercials don’t generally catch my attention, but this one did.”
“Snickers and Betty White (RIP) was an absolute comedic ICON and I don’t think you can do this round-up without including her.”
“CUTE. DOG. FEELS. Do I need to say anymore?”
“This has nothing to do with beer and everything to do with CUTENESS. I’m sold. Puppy Bowl anyone?”
“Whoever thought of using babies to talk about investing was a pure GENIUS! So effective and so comical. Truly changed the world of advertising by using voiceovers.”
“A meta commentary on Superbowl commercials that kept the audience guessing whether the subsequent ads were “real” or just another Tide ad.”
“For reasons I will not get into, Shaggy’s “It Wasn’t Me” reminds me of my first year at university LOL it was fun seeing this song brought back in a fun and creative way.”
“Casting Danny DeVito as a human-sized M&M was genius.”
“How could you not resist smiling at the sight of one hundred dachshunds (aka weiner dogs) running in hot dogs costumes?”
“I mean you take 3 of the most iconic women of the 00s and turn them into gladiators to cover a legendary song? How could it not be on the list?! There’s even a cameo from Enrique Iglesias, but I personally watched for the gladiator queens tbh.”
“Who doesn’t like to poke fun at the age old “Coke vs. Pepsi” debate. As someone who is personally #TeamCoke (don’t @ me lol), while I did feel a little personally attacked here, this commercial is super fun, OKURRRR! Love the range of celebrity personalities that make an appearance and most importantly, I love a Cardi B moment.”
“It doesn’t get more clever than a country promoting tourism for themselves, especially for a beach, on a night when an event is being watched by a demographic that is currently wearing parkas. Needless to say, it definitely worked and makes want to book a trip to Australia with Chris Hemsworth as my tour guide.”
“Kevin Hart might be the reason I bought a Hyundai. This commercial just makes me laugh and i love that they are positioning this car for Dads”
Did we miss a great Super Bowl commercial? Let us know! The Influence Agency is If you are interested in learning more about creating video content check out our blog on video editing resources. We are a content collective with some of the biggest advertising strategists in the industry. If you are interested in learning more about our video services visit the link here.
Are you looking to create a commercial but don’t know where to start? Fill out this form and our Media Director will reach out to you,
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Are you aiming to increase web traffic or grow your social media presence? Figure out why you’re leveraging paid media in the first place and build your strategy from there. Having clearly defined goals in mind will help you focus on your brand’s key priorities.
Designing strategies that cater to all three stages of the buyer journey ensures that you’re maximizing your brand’s reach. Every user at every stage is valuable—and you have to make sure you’re creating paid media content that speaks to each audience type.
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Do the landing pages on your website effectively push visitors further down the sales funnel? If not, you’re letting potential customers slip through your fingers. Optimize each of your landing pages so that they nudge users towards converting.
The options are plenty when it comes to paid advertising, including Google, Meta, TikTok, LinkedIn, Microsoft, and Pinterest among others. Analyze who your target demographic is, research where it’s best to connect with them, and then target the platforms where you wish to build awareness.
If you’re ready to build your paid media ad campaign, you’ll find that it will be further broken down into “ad groups” to ensure more effective pay-per-click advertising. These ad groups house one or more ads that have similar targets or categories. Let’s say your brand’s website features categories such as clothing, shoes, and accessories. Creating ad groups according to keywords that fall under these categories will help the PPC system decide when to show ads for these products.
Retargeting ads are bound to succeed because it’s a second shot at a conversion. Visitors have shown interest in the product/service once before, and sometimes all it takes is a little reminder to push them to the checkout page. So don’t forget to retarget and aim better this time.
In the world of paid media, what works and what doesn’t? You’ll have to run A/B tests to find out! Whether you’re testing which keywords bring more traffic or which social platforms earn more ad engagement, you won’t find out what really works for your brand until you test it.
Revisit your initial goals. Did your efforts bring about the results you expected? Tracking results is an essential step in your brand’s paid advertising campaigns. The data you collect from currently running ads will help lay the foundation for your future campaigns.
After tracking your results, you’ll be able to see where adjustments are necessary. There’s always room for improvement, so keep striving to consistently resonate and build trust with your audience—it’s how to create paid ads that pay off.
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