The Super Bowl is fast approaching. Football fanatics and casual viewers alike will be tuning in to watch the game, and more importantly for some, the commercials. Since the Super Bowl is frequently the most watched television program of the year in the United States, it makes sense for companies to go all-out when creating their commercials. Here are a few of the most memorable ones throughout the years.
Apple’s 1984 (1984)
Not just one of the most well-known commercials of all time but Super Bowl ads, Apple’s 1984 takes influence from George Orwell’s novel Nineteen Eighty-Four and depicts a heroine smashing the giant screen of an authoritarian figure that is speaking to a homogenous crowd in a dystopian world. The unnamed protagonist symbolizes Apple’s computer at the time (Macintosh) and its individuality as they destroy the “oppressiveness” of technology, symbolized by the figure on the screen (meant to represent their competitor, IBM).
This commercial was an immense success. Compared to other television ads, 1984 was more stylish and cinematic, offering a narrative that wasn’t normally seen in the medium; instead of offering a pitch, it offered a story. It looked and sounded completely new at the time. As a result of the ad, Apple sold 70,000 units of their Macintosh computer in the first 100 days of availability. The ad was placed in the Clio Awards’ Hall of Fame, a prestigious honor that highlights creative excellence in advertising and design.
Budweiser Clydesdales (1986)
First debuting in 1986, these commercials starring Clydesdale horses have been an almost yearly tradition every Super Bowl. Although each ad is different (see this 2013 version), the common features among them are a heartfelt, self-contained story featuring the horses accompanied with themes of loyalty and connection. The commercials highlight the American qualities of hard work and authenticity, matching the homegrown origin of the parent company Anheuser-Busch and the Budweiser brand.
The Clydesdales commercials help reinforce Budweiser as an American brand and are popular enough to be seen every year during the big game. They have an emotional connection to many since they’ve been part of the Super Bowl since the mid-80s, offering nostalgia to a variety of audiences and are often the most anticipated ads. You’d be hard pressed to find someone who doesn’t associate Clydesdale horses with Budweiser, and if not, then associating it with the Super Bowl.
Snickers You’re Not You When You’re Hungry (2010)
The most recent ad on our list, this commercial debuted in 2010 and has since become another well-known campaign. These commercials play on the idea that an individual isn’t themselves when they’re hungry. This person is often played by a celebrity (such as Betty White or Joe Pesci) performing a grumpy or confused personality. After taking a bite of a Snickers candy bar, the celebrity turns into a normal person, with the ad ending with the tagline “You’re Not You When You’re Hungry.”
The campaign was immediately successful. In its first full year of premiering, global sales of Snickers increased by 15.9% and had market share growth in 56 of the 58 markets it ran in. After two years, sales increased by almost $400 million dollars. The ads continued to run for about ten years and not just during the Super Bowl, featuring a variety of celebrities in different situations. The result of its first commercial in 2010 was a campaign that lasted for a decade and became one of the most well-known Super Bowl ads of the century.
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