For nearly six decades now, the Super Bowl has given us some of the most iconic and memorable commercials in advertising history. Today, the marketing experts at MARION are diving into the archives to analyze the most successful Super Bowl ads of all time.
Classic Ads
Remember Apple’s iconic “1984” ad? Or Coca-Cola’s polar bears? So many ads like these have become cultural staples, leaving a lasting impact on viewers. These timeless gems that have stood the test of time, along with so many others.
- Apple “1984”: Apple’s groundbreaking Super Bowl XVIII (1984) commercial, directed by Ridley Scott, introduced the Macintosh computer. It’s often considered one of the greatest Super Bowl ads in history.
- Wendy’s “Where’s the Beef?”: This Wendy’s ad used humor to question the size of competitors’ hamburger patties and popularized the catchphrase “Where’s the beef?” at the Super Bowl XVIII (1984).
- Budweiser Clydesdales: Budweiser’s use of Clydesdale horses in various Super Bowl ads over the years, often emphasizing themes of friendship and loyalty, has become a classic element of the brand’s marketing.
Humor Ads
Laughing is contagious, and Super Bowl advertisers know it well. These marketing campaigns are most recognized for their success in combining humor with brand messaging.
- PepsiCo “Pepsi vs. Coke Ads”: Over the years, Pepsi and Coca-Cola have engaged in friendly competition with humorous ads, such as Pepsi’s “Pepsi for TV Generation” and Coca-Cola’s “Mean Joe Greene.”
- Snickers “You’re Not You When You’re Hungry”: Snickers’ Super Bowl Super Bowl XLIV (2010) campaign humorously portrayed celebrities and regular people as embodying different personalities when hungry, emphasizing the tagline “You’re Not You When You’re Hungry.”
- Doritos “Crash the Super Bowl”: From 2006 to 2016, Doritos ran a successful campaign inviting fans to create their own commercials, resulting in some hilarious and creative ads. The winner of the contest had their commercial aired during the Super Bowl.
More recent examples show humor getting a little weirder. Tubi’s 2025 Super Bowl spot followed a boy born with a literal cowboy-hat-shaped head who grows up feeling out of place as other genres take over. When westerns come back into style, he finally fits in. It was odd, a bit uncomfortable, and intentionally slow, and it stood out because it didn’t rush to explain itself or land a quick joke.
Emotional Ads
Some Super Bowl ads tug at heartstrings, leaving a lasting emotional imprint. They often focus on storytelling, relatable experiences, and themes that tug at the heartstrings.
- Budweiser “Puppy Love”: Budweiser’s heartwarming ad featuring a puppy and the iconic Clydesdales highlighted the bond between animals and humans at the Super Bowl XLVIII (2014).
- Always “Like a Girl”: At the Super Bowl XLIX (2015), this campaign challenged stereotypes and encouraged empowerment, particularly for young girls, by redefining the phrase “like a girl.”
- Ram Trucks “Farmer”: Set to Paul Harvey’s “So God Made a Farmer” speech, this Super Bowl XLVI (2012) ad paid tribute to the hardworking American farmer and resonated with a sense of authenticity and nostalgia.
Celebrity Ads
Celebrities and the Super Bowl go hand in hand. They bring an extra layer of entertainment and recognition to commercials, making them stand out in the minds of viewers.
- Snickers “Betty White”: At the Super Bowl XLIV (2010), Betty White starred in this Snickers commercial, where she played football in a humorous manner. The campaign continued the “You’re Not You When You’re Hungry” theme.
- Hyundai “Ryan Reynolds”: Ryan Reynolds starred in an ad for the Hyundai Sonata, showcasing its smart parking feature. The humorous Super Bowl LIV (2020) commercial featured Reynolds as a character from his movie “6 Underground.”
- Amazon Alexa “Not Everything Makes the Cut”: This Amazon Alexa commercial aired during the Super Bowl LIII (2019) featured celebrities like Harrison Ford, Forest Whitaker, and others, humorously exploring failed product ideas for Alexa.
Cultural Ads
Culturally relevant Super Bowl ads often spark discussions and resonate with viewers by addressing meaningful themes or embracing diversity and inclusion.
- Audi “Daughter”: Audi’s Super Bowl LI (2017) commercial addressed gender pay equality, promoting empowerment and equality for women.
- Microsoft “Empowering”: At the Super Bowl LIV (2020), Microsoft’s ad highlighted the importance of technology in empowering people, focusing on Katie Sowers, the first female and openly gay coach in the NFL.
- Budweiser: At the Super Bowl LV (2021), Budweiser opted not to feature their iconic Clydesdales but focused on community support during the COVID-19 pandemic, emphasizing the brand’s commitment to unity.
Our Super Bowl Marketing Predictions for 2026
As the Super Bowl continues to captivate audiences worldwide, advertisers strive to create the next iconic commercial. Here are our predictions for the most anticipated Super Bowl marketing trends in 2024.
1. AI and Emerging Tech Brands
We’ll probably see more Super Bowl ads from companies built around AI and immersive tech. Think AI platforms, digital assistants, self-driving vehicles, and other tech brands that have picked up steam over the past year. For many of these companies, the Super Bowl is a way to put a familiar face on technology that still feels new to a lot of people. Some may add interactive or digital tie-ins, but the bigger change may simply be seeing more of these newer tech brands showing up alongside long-established advertisers.
2. Celebrity Presence Shifts Toward Influencers
This shift has already been happening over the past few years, and it’s likely to continue. Traditional celebrities will still appear, but more brands may lean on creators and influencers with established online audiences and stronger day-to-day engagement. These voices can help extend digital content strategies before and after the game through social content, reactions, and follow-ups, often reaching people who don’t engage with the broadcast itself.
3. AI in the Making of Ads
AI could play a more hands on role in how Super Bowl commercials are made. Instead of being limited to planning or testing ideas, brands may use AI directly in the production process (things like editing, visual effects, background creation, voice elements). Creative teams would still set the direction, but AI tools could take on some of the heavier execution work that used to take more manpower.
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