6 Touchdown Brand Strategies that Stood Out in Super Bowl Ads
The Super Bowl is more than just a football game; it’s a significant part of American pop culture and the biggest advertising stage of the year. For millions of viewers, the ads are just as exciting as the game itself. Super Bowl ads have become synonymous with innovative storytelling, memorable characters, and emotional connections. So, what makes these campaigns so impactful? Let’s break down a few brand strategies that have stood the test of time and delivered the ultimate touchdown in advertising.
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1. Humor That Connects
Laughter is a universal language, and brands that use humor effectively in their Super Bowl ads often win big. Take Doritos, for example. Year after year, their quirky, laugh-out-loud campaigns not only entertain but also leave audiences craving more—literally. By using relatable scenarios and clever twists, Doritos creates an emotional hook, ensuring its ads are talked about long after the game ends.
Key Takeaway: Humor works best when it aligns with your brand voice and appeals to your target audience.
2. Emotional Storytelling
Some of the most memorable Super Bowl ads tug at the heartstrings of viewers. Budweiser’s iconic Clydesdale commercials, featuring themes of friendship and resilience, have consistently resonated with viewers. These emotionally charged narratives tap into universal human experiences, building a deep connection with audiences.
Key Takeaway: Emotional storytelling makes your brand relatable and fosters loyalty.
3. Celebrity Power
Star-studded ads have always been a Super Bowl staple. Whether it’s Pepsi’s lineup of music icons or NFL stars endorsing sports brands, celebrities bring instant credibility and attention to campaigns. Consider Frito-Lay’s ad featuring Marshawn Lynch narrating a comedic tale of holiday snacktime rivalry—an instant hit due to its star power and relatability
Key Takeaway: Collaborating with celebrities can amplify your message, but it must feel authentic to your brand.
4. Social and Cultural Relevance
Super Bowl ads that address timely social or cultural topics tend to stand out. In 2024, multiple brands decided to take a stand with their campaigns, from Microsoft’s campaign highlighting the power of AI to Dove’s campaign empowering girls. By aligning their ads with cultural moments, brands position themselves as leaders in their space while resonating with values their audience cares about.
Key Takeaways: Addressing current issues can create meaningful connections, but ensure your stance aligns with your brand identity.
Engaging the Digital Audience
In today’s digital age, successful Super Bowl ads don’t just air during the game–they dominate online conversations. Tide’s 2018 “It’s a Tide Ad” campaign, which cleverly parodied common ad tropes, created a buzz on social media, extending its reach far beyond the TV screen.
Key Takeaway: Build a cohesive digital strategy that amplifies your ad through hashtags, contests, or exclusive content to maximize engagement.
Product Placement with Purpose
Effective Super Bowl ads make the product the hero of the story. Take Apple’s 1984 ad introducing the Macintosh computer. Its cinematic narrative not only captured the imagination but also positioned the product as a revolutionary force in technology.
Key Takeaway: Showcase your product in a way that highlights its unique value while fitting seamlessly into the ad’s story.
Capturing relevant information about customers, fans, followers, and friends enable us to create more personalized interactions.
What Makes These Campaigns So Impactful?
Super Bowl ads are a high-stakes investment, but when executed strategically, they can deliver incredible returns. One measure of success is ad recall—the gold standard of advertising effectiveness. If viewers can remember your ad without being prompted, it’s a sign your campaign resonated. Even aided recall, where a prompt sparks recognition, demonstrates your brand made an impression in a competitive landscape. By focusing on humor, storytelling, star power, cultural relevance, digital engagement, and purposeful product placement, you can create a campaign that captures hearts—and wallets.
Get in the Game with Kraus Marketing
Ready to create your own game-winning campaign? At Kraus Marketing, we specialize in crafting creative, data-driven strategies that make your brand the MVP. Contact us today to start your marketing playbook!