Super Bowl Ads Over the Decades
By Meredith, Copywriter | January 21, 2020
Chiefs vs. 49ers…who cares? We watch the Super Bowl just for the commercials! Scheduled for Sunday, February 2, Super Bowl LIV – along with a whole new lineup of ads – will be vying for our attention.
While these pricey spots inevitably result in spirited water cooler discussions at work the following day, they also tell us about current consumer values and interests. We thought it would be interesting to stroll down Memory Lane, and see just how much these prominent sales pitches have evolved over the years.
1967
On January 15, 1967, the first (unofficially dubbed) Super Bowl between the Kansas City Chiefs and the Green Bay Packers takes place in Los Angeles, CA.
Reflecting the times, advertisers primarily target the macho, male consumer. Along with ads for Ford, Budweiser and Winston cigarettes (attitudes about smoking were also much different then,) Goodyear Tire hopes to score big with the guys.
As Smithsonian.com points out, this Goodyear Tire spot features a “damsel in distress stranded roadside after her car’s tire blows…’When there’s no man around, Goodyear should be.’”
1977
By 1977, state-of-the-art technology gets in the game. Xerox highlights its offerings with a humorous approach as seen in this “Monk” commercial.
1979
Coca Cola shows a softer side of “Mean” Joe Greene in this spot featuring a young fan and a jersey. It manages to warm the hearts of men and women, alike.
1984
Of course, Apple’s “1984” commercial—based on George Orwell’s novel 1984—proves to be a real game-changer. Taking production levels to new heights, director Ridley Scott (of Alien, Blade Runner, Gladiator, The Martian fame) crafts a mini-movie for audiences to ooh and ahh over.
1995
During Super Bowl XXIX, Budweiser ups its game with the “Frogs—Bud-weis-er” spot. Breaking category stereotypes, the production team uses animatronic frog design technology to create lovable lifelike characters. On the negative side, some feel that the remarkable reptiles were aimed at under-age audiences.
1999
At the turn of the century, technology really begins to take off. Monster.com super-sizes its audiences with the stark, black-and-white talking portrait campaign “When I Grow Up.”
2008
The web empowers consumers in all kinds of exciting new ways. E*TRADE’s disarming “Talking Baby” commercial invites the average person to invest like a pro.
2011
The most shared Super Bowl commercial of all time? “Darth Vader” by Volkswagen. Not overproduced or salesy—this spot comes up big with a relatable, real-life scenario dramatically heightened by its instantly recognizable soundtrack.
2018
Stretching the medium and its brand character, Tide get crowds cheering and takes home a win with “It’s a Tide Ad.”
2018
Stretching the medium and its brand character, Tide get crowds cheering and takes home a win with “It’s a Tide Ad.”
Responding to issues like gender stereotypes, technological advances, and a healthy skepticism of big companies—advertisers continue to try to come up with ways to reach their consumers and beat their competition.
What do you think? Any other “super” ads that define a decade? We’d love to hear from you! Contact us at smartstrategies@bbggadv.com.
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