Super Bowl Campaigns That Transformed Advertising

Super Bowl

At the epicenter of advertising, the Super Bowl stands as the unsurpassed platform, with over 110 million viewers and a preeminent place in marketing history. Should we be surprised that some innovators succumb to the pressure?

As an observer, I’d call last year’s batch of ads “safe, lazy, and boring.” Some critics argue that Super Bowl ad creativity is in decline, while pressures mount annually—from skyrocketing costs for a 30‑second spot to relentless scrutiny on social media. Rather than taking risks, the tendency seems to be to play it safe.

Yes, the Super Bowl is intimidating—but should we freeze in place?

One could argue that cultural landmines and high production budgets mean more decision-makers are involved, which can result in a final product filled with too many disconnected ideas—or one brilliant concept that quietly goes unnoticed.

The Post‑Covid Era

In the post‑Covid era, brands seek to offer distraction and comfort. That translates into star‑studded ads with an innocuous tone—some might say lacking spice.

Have the days of “Oh my God, did you see that ad?” faded away? Critics argue Super Bowl advertisers are opting for the safe route.

The Super Bowl itself has evolved—from a sports competition into a marketing spectacle. The modern trend of previewing ads in advance has stripped the audience of the surprise that once defined previous decades.

Nowadays, the focus is on a comprehensive communications strategy—rather than pinning all hopes on one spectacular reveal.

Here’s a selection of campaigns that have set the standard and won awards; some achieved both, while others shone too brightly to ignore:

Apple “1984” (1984) 

Agency: Chiat\Day 

The iconic “1984” ad by Apple, which recently celebrated its 40th anniversary, is still hailed as one of the greatest—not just in Super Bowl history, but in advertising overall. To introduce the revolutionary Macintosh computer, director Ridley Scott crafted a mesmerizing dystopian future where technology wasn’t the enemy. With world-building finesse and not a single shot of the product, the campaign showcased a creative approach Apple has since perfected—but was groundbreaking at the time.

Nike “Hare Jordan” (1993)

Agency: Wieden+Kennedy

Let’s talk about an extraordinary collaboration: Bugs Bunny and Michael Jordan teaming up to mock cartoonish bullies and promote high-end sneakers in a 60‑second spot that took six months to produce. Not the first animation/live-action mashup—that honor belongs to Who Framed Roger Rabbit? in 1988—but this ad spawned its own franchise and strengthened the Nike‑Warner Bros. alliance. Such time investment and a seven‑figure budget in the ’90s is unlikely today.

Budweiser “Frogs” (1995)

Agency: D’Arcy Masius Benton & Bowles

Long before ASMR became a trend, Budweiser went quiet with a laid-back, 30‑second ad that became one of the most iconic beverage campaigns ever. On-screen, three charming frogs sit on lily pads by a neon-lit shack, croaking their one-syllable messages: “Bud,” “Weis,” and “Er.” Crickets provide the only soundtrack in this swampy classic, directed by a pre-Pirates of the Caribbean Gore Verbinski—showing sometimes quiet is louder.

20th Century Fox “Independence Day” (1996)

Agency: in-house

In the ’90s, the Big Game was mostly about beer, cars, and snacks—but film studios had yet to break through. Fox and Independence Day changed that, with a hurried 30‑second trailer dropped roughly six months before the movie’s release. It wasn’t just the ominous tone or apocalyptic story—it was the shocking image of the White House being destroyed that caused a national stir. The tagline, “Enjoy the Super Bowl. You may not get to see it again,” turned a then-unknown action movie into a must-watch summer blockbuster. The film went on to gross $817.4 million worldwide—a record for the year—and kicked off modern blockbuster marketing.

EDS “Cat Herders” (2000)

Agency: Fallon McElligott

An IT giant dives into corporate-speak for its Super Bowl debut. Intriguing? Absolutely. This spot from the company founded by H. Ross Perot left a lasting mark with deadpan humor and CGI wizardry that felt fresh for a commercial. It perfectly entertained, channeling SNL-style parody while positioning EDS as capable of tackling the seemingly impossible—like herding cats across the wind-blasted West.

Reebok “Terry Tate, Office Linebacker” (2003) 

Agency: Arnell Group 

The hilarious Reebok series starring Tate as an office enforcer who enforces workplace protocol like a linebacker became a pop-culture sensation. This was one of those rare moments when advertising became entertainment—and a goal many brands still chase.

E*Trade “Baby” (2008)

Agency: Grey

Although E*Trade’s bold bowling-themed Super Bowl ad in 2000 didn’t get the results they wanted, they later found success with talking babies. With casual wit, these infants convinced viewers they, too, could invest. These diaper-clad financial whiz-kids resonated in intentionally low-fi fashion—and the originals have aged surprisingly well.

Miller High Life “1-Second Ad” (2009) 

Agency: Saatchi & Saatchi New York

Attention during the Super Bowl is precious—so if you blinked, you missed this. At a literal one second, the ad just shows a man shouting “Cheers to life!” Miller’s tactic was more about headlines and word-of-mouth than narrative. But that creative stunt inspired others to craft campaigns that transcended the game itself.

Old Spice “The Man Your Man Could Smell Like” (2010)

Agency: Wieden+Kennedy 

Released after Super Bowl XLIV—because the client didn’t like it—the ad aired in the extra 30-second slots that P&G had already bought. Despite initial rejection, it quickly became a symbol of Super Bowl ad innovation. Aimed at women for a traditionally male brand, it left a distinct mark on the Game, boosted body wash sales, spawned sequels, launched stars, and gave us memorable catchphrases.

Google “Parisian Love” (2010)

Agency: In-house

Google turned its search window into a storytelling canvas—achieving in 52 seconds what romantic comedies sometimes can’t in two hours. Queries like “studying abroad” and “impressing a French girl” lead to chocolate, church, nativity scenes. Awww! It’s another case of using the Big Game to deliver something simple, silent, but deeply captivating.

Snickers “You’re Not You When You’re Hungry” (2010) 

Agency: BBDO 

Golden Girls star Betty White was past her peak in celebrity culture—an unexpected choice for a Super Bowl spot. But in Snickers’ campaign, she stole the show, embodying perfect brand messaging. The commercial helped revive White’s career and convinced fans to campaign successfully for her to host Saturday Night Live.

Volkswagen “The Force” (2011) 

Agency: Deutsch LA  

Volkswagen hadn’t advertised in the Super Bowl in over a decade, and they were up against bigger automakers. Yet “The Force”—a child dressed as Darth Vader trying imaginary powers—became unforgettable thanks to its originality, charm, and storytelling. VW also broke norm by releasing it days before the game—a now-standard strategy.

Always “#LikeAGirl” (2015) 

Agency: Leo Burnett 

What seems normal now was groundbreaking then: Always challenged gender stereotypes. #LikeAGirl went viral, won awards, and inspired other brands to rethink their narratives.

P&G’s Tide “It’s a Tide Ad” (2018)

Agency: Saatchi & Saatchi New York

The four‑part campaign starring David Harbour didn’t just own the Super Bowl—it reinvigorated a traditionally earnest medium. Parodying classics like Mr. Clean and Old Spice while weaving in other P&G brands and even spoofing beer, it balanced pacing, acting, and humor—and always returned to Tide’s message. It earned Cannes, D&AD, and industry acclaim, making it a beloved fan favorite.

HBO and Bud Light “Joust” (2019)

Agencies: Droga5 and Wieden+Kennedy New York

Two brands, two agencies, a dragon—and an epic death—fused to create a jaw‑dropping surprise at Super Bowl LIII. Promoting Game of Thrones and boosting beer sales, HBO and Bud Light set a new collaborative benchmark—mixing bloody fantasy with festive “Dilly, Dilly.” Everything was playful—until The Mountain killed Bud Knight with a skull‑crushing moment that became legendary.

Oatly “Wow, No Cow” (2021) 

Agency: Forsman & Bodenfors and in-house  

Oatly’s quirky ad might have rubbed some the wrong way—but that was exactly the point. Bucking the trend of star-packed Super Bowl ads, this low-budget spot featured CEO Toni Petersson at a keyboard in an oat field, singing his jingle: “It’s like milk but made for humans… wow, wow, no cow.” The catchy tune stuck, proving oddball can grab attention and showing other brands how to lean into critics.

Liquid Death, “Kids Hydrating” (2022)

Agency: In-house

Liquid Death’s edgy approach shines here: their canned-water brand regularly runs provocative campaigns, and this ad might be the crown jewel. The jarring direction is purposeful: kids at a party (one pregnant friend) are simply super-hydrated—not drunk. Though it might seem illegal or immoral, that’s the point. Available regionally in 23 markets, it sparked more buzz and social traffic than many national campaigns—and helped cement Liquid Death’s “bad boy” image.

Coinbase “QR code” (2022) 

Agency: Accenture Song 

Coinbase broke conventions and budgets with a minimalist Super Bowl ad: a colorful QR code on a black screen. Scan it and you entered a bitcoin giveaway. The bold simple concept sparked controversy and cut through the Super Bowl marketing noise.

Tubi “Interface Interruption” (2023) 

Agency: Mischief @ No Fixed Address 

Last year, many viewers were baffled when the Super Bowl broadcast seemed to glitch into someone scrolling through Tubi’s menu. Actually, it was an ingenious prank by the streaming service—cementing itself as one of marketing’s most memorable “gotcha” moments.

And that’s it for now. Let’s let new ideas flow. #letskeepgoing :)