Best Super Bowl Ads via L7 Creative
With Super Bowl 51 just around the corner, we are all loosening our belts a notch and stocking up on our favorite beers, or in my case champagne (for mimosas, it’s on a Sunday, duh).
At L7 Creative, we are mourning the loss of our home team, RIP San Diego Chargers (read more about their logo blunder here), but there is a glimmer of light in this dark time for football fans (queue the slow clap)….. SUPER BOWL COMMERCIALS!!!! At least we’ll never lose those! The reason the Super Bowl is one of the most watched broadcasts in history, especially for those who aren’t football fans, is because of the off-the-wall, memorable ads.
In what other circumstance have you ever been excited to watch commercials? The Super Bowl is the only time I voluntarily watch them (thank you TiVo) and I genuinely look forward to them; I can’t be alone on this.
Remember the “puppymonkeybaby” ad Mountain Dew unveiled last year? It’s hard to imagine how you could forget, right?
I still don’t think some of us have recovered from the disturbing mashup. But hey, it got everyone talking, didn’t it? This is the exact reason Mountain Dew paid almost $4 million for this 30 second spot.
Last year it was estimated that 111.9 million people watched Super Bowl 50, the third most watched broadcast in U.S. television history. I like to think that has something to do with Beyonce’s AMAZING performance, but I might be bias.
I’m anticipating another round of news worthy commercials for Super Bowl 51, and so is their broadcasting channel Fox, with 30 second commercials being sold at a whopping $5 million a pop. That’s a 25% increase from last year. Why are brands continually paying these over inflated commercial spot prices?
Duh, because over 100 million people are expected to be watching Super Bowl 2017! Marketing teams are jumping at the chance to lock in their slot, despite the high ticket price.
Snickers is promising the world’s first live TV commercial, requiring over 150 ad executives. It’s going to build on the “You’re not you when you’re hungry” theme with a horse casting call starring Adam Driver, which many of you Star Wars fans may know as Kylo Ren.
Let’s take a look back on some of our office favorites:
Reebok’s “Office Linebacker with Terry Tate” (2003)
This one was brilliant. Not only did it utilize football legend Terry Tate, but it also related to the audience, by placing someone they idolized to punish those not following office policies (something I think we all wish we had). Noteworthy catchphrases in this ad included: “You kill the joe, you make some mo” and “When it’s game time, it’s pain time baby!” Despite only being aired once on television, this video was viewed more than 7 million times from Reebok’s website.
E-Trade’s “Talking Baby” (2007)
This commercial helped E-Trade make a name for themselves in the world of financial services. In a saturated market, it made online trading seem easy, and after years of “hit and misses” with their fair share of Super Bowl commercials, this one finally resonated with audiences everywhere. E-Trade continued to use the talking baby for years to follow, until ending this campaign in 2014.
Ameriquest’s “The Cat Killer” (2005)
Ameriquest nailed it with this commercial by displaying the typical cat behavior America loves to obsess over. The timing was spot on as cats became the unofficial mascot of the internet not too far after. This one reminds us of the age-old saying “don’t judge a book by its cover.”
Volkswagen “The Force” (2011)
After a 10 year commercial silence, Volkswagen came back in full “force” (no pun intended). This commercial featured the trademark track “Imperial March” and was sure to gain the attention of all Star Wars fans watching. This is a commercial that tugs on the heartstrings of viewers, but also demonstrates the remote start feature in the Passat. Gaining the attention of the audience and demonstrating the new car’s features makes it a win-win in our book.
Apple “1984” (1984)
This is an iconic Super Bowl commercial, not only for Apple, but for the future of the computer industry. Bearing a striking resemblance to George Orwell’s novel “1984” it demonstrates Macintosh computers breaking from the norm, also known as Big Brother. It was only aired once, during the 3rd quarter of Super Bowl 18.
Pepsi “Your Cheating Heart” (1996)
Another historic Super Bowl commercial is a score for Pepsi, as it shows a Coca-Cola delivery man trying to grab a Pepsi when he thinks nobody’s looking. Lucky for Pepsi, the security camera caught the whole thing on camera and this funny commercial was born. I’m not sure if this was staged or real, but regardless, it’s funny and memorable for audiences.
With Matt Ryan and the Atlanta Falcons facing off against Tom Brady and the New England Patriots, Super Bowl LI, taking place in Houston, TX, will be one to remember and we can’t wait to see how different brands kick off their 2017 marketing campaigns.
Tune in February 5, 2017 at 3:30 PT for marketing’s unofficial national holiday. Then check back in next week or subscribe to our blog to read our review of this weekend’s winners and losers.
I’ll be watching for the commercials, and of course the queen, Lady Gaga!
By: Casey Van Camp (Rockstar Intern)