The big game is also when you bring your “A” game as an agency–and at a price tag of $4 million per 30 seconds of airtime, there’s more at stake than professional pride. A memorable Super Bowl spot can propel a new brand onto the minds of millions of viewers, and for established brands it can give them a push that often transcends marketing, becoming part of popular culture. Remember “Whassup?”
For us advertising types, the Monday after the game is dominated by discussions about who had the funniest or most memorable spot, if it was an up year or a disappointing one, many “how did they pull that one past the legal department?” and what do recent trends such as crowdsourcing (Doritos) mean for the industry. So in anticipation of the big game, and another batch of entertaining spots, here are our favorites from past years:
Let’s start with a classic. I don’t know how many times I’ve heard “through the window, off the wall, nothing but net.”
Who among us hasn’t wished for a Terry Tate to instill fear on violators of office etiquette?
Olivia Errasti & Maureen Fitzpatrick & Danny Timiraos (our Star Wars FREAK)
The absolute favorite from last year, the Force was strong with this combination of simple insight and charming execution. Can Volkswagen repeat this year?
Danielle Sokoloff and Yisel Zas
One of the advantages of Super Bowl advertising is its capacity to create instant iconic characters. The E-Trade baby is one of those. Plus the writing is spot-on. “Milkawhat?”
How many times we recall a great spot, but not the brand featured? No danger of that with Google’s “Search Stories” campaign. Perfect integration of product and concept in a simple and emotionally charged execution.
Another Super Bowl icon, the Clydesdale horses for Budweiser never fail to put a smile on viewer’s faces. When the first notes of “Gonna Fly Now” play? Goosebumps.
Not only a SB classic, but one of the most beloved spots ever, perfectly capturing the essence of an iconic brand.
Towards the end of the workaholism-fueled frenzied dotcom years, Monster.com asked if your career matched your dreams. Poignant, emotional, simple and spot-on for the brand.
No list of Super Bowl favorite spots is complete without the one that launched Apple and the Macintosh into the national consciousness -and created the SuperBowl spot as must-see event.