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.
Why would a brand be interested in spending so much money in Super Bowl Commercials?
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.
What makes a great Super Bowl Commercial?
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:
creativity
cinematography
celebrity cameos
comedy
and the uncertainty
Who doesn’t love a good list?
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.
The Influence Agency’s Favourite and Best 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.”
State Farm (Super Bowl 2022)
“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!”
Alexa’s Body (Super Bowl 2021)
“I wouldn’t say it’s the best one I’ve seen but it’s definitely memorable and eye catching!”
Loretta – Google (Super Bowl 2020)
“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!”
Alexa Loses Her Voice (Super Bowl 2018)
“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.”
Doritos Time Machine (Super Bowl 2014)
“It’s just funny to me!”
1984 Apple’s Macintosh Commercial (Super Bowl 1984)
“This is still, to this day, the most powerful commercial I’ve ever seen.”
Will Ferrel – General Motors Trucks (Super Bowl 2021)
“Great funny commercial with an outstanding talent roster. Will Ferrel is a great choice anytime and had my attention the whole time”
Hyundai Smaht Pahk (Super Bowl 2020)
“I love Chris Evans, John Krasinski and Boston accents! Car commercials don’t generally catch my attention, but this one did.”
Betty White x Snickers (Super Bowl 2010)
“Snickers and Betty White (RIP) was an absolute comedic ICON and I don’t think you can do this round-up without including her.”
Budweiser Lost Dogs(Super Bowl 2015)
“CUTE. DOG. FEELS. Do I need to say anymore?”
Budweiser Puppy Ad (Super Bowl 2014)
“This has nothing to do with beer and everything to do with CUTENESS. I’m sold. Puppy Bowl anyone?”
Etrade Baby Commercial (Super Bowl 2007)
“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.”
It’s a Tide Ad (Super Bowl 2018)
“A meta commentary on Superbowl commercials that kept the audience guessing whether the subsequent ads were “real” or just another Tide ad.”
Cheetos ‘it wasn’t me” (Super Bowl 2021)
“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.”
M&Ms Human Commercial with Danny Devito (Super Bowl 2020)
“Casting Danny DeVito as a human-sized M&M was genius.”
Meet the Ketchups (Super Bowl 2016)
“How could you not resist smiling at the sight of one hundred dachshunds (aka weiner dogs) running in hot dogs costumes?”
Pepsi – We Will Rock You feat. Beyoncé, Britney Spears, and Pink (Super Bowl 2004)
“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.”
Pepsi: More Than OK (Super Bowl 2019)
“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.”
Tourism Australia (Super Bowl 2018)
“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.”
Hyundai – Kevin Hart First Date Commercial (Super Bowl 2016)
“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,
Jordyn Gangbar is the Lead Project Manager at TIA. She has a multi-faceted digital marketing tool-kit. She has a passion for website development and SEO to help make sure her clients present themselves with the best digital face. When she isn't at her desk you can find her trying out the latest cooking trends on social media.
Jordyn Gangbar is the Lead Project Manager at TIA. She has a multi-faceted digital marketing tool-kit. She has a passion for website development and SEO to help make sure her clients present themselves with the best digital face. When she isn't at her desk you can find her trying out the latest cooking trends on social media.
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Perfect Your PPC Marketing Strategy Paid Search Checklist
1. Define Your Goals
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.
2. Outline a TOFU/MOFU/BOFU Strategy
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.
3. Research Keywords for Search
Effective paid media is tied to targeting the right keywords. If you’re leveraging paid search ads to appear on SERPs (search engine results pages), then in-depth research is necessary. Bid on the keywords that are most relevant to your business to trigger only the most effective ad appearances.
4. Craft Engaging Ad Copy & Stand-Out Creative
Gather your team—because it’s time to start coming up with ad copy that wins attention. The key is to resonate with your audience and inspire engagement. Be real. Be relatable. And most importantly, don’t underestimate the power of creativity.
5. Create Conversion-Friendly Landing Pages
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.
6. Choose Your Paid Platforms
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.
7. Build Campaigns & Ad Groups/Sets
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.
8. Don’t Forget About Retargeting Ads
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.
9. Run A/B Tests
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.
10. Track Your Results
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.
11. Adjust as Needed
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.
Perfect Your PPC Marketing Strategy Paid Search Checklist
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