Top 10 Super Bowl Ads That Reshaped Marketing – CMSWire

The Gist

• Ads beyond marketing. Super Bowl ads transcend traditional marketing, viewed as entertainment by most U.S. adults.
• Cultural impact counts. Iconic ads like Budweiser’s “Whassup?” create lasting cultural moments and drive significant sales.
• Storytelling wins. Effective Super Bowl ads weave creativity, emotional connection, and humor into memorable stories.

The Super Bowl is more than a showdown on the field. It’s the apex of creative marketing, where brands duke it out in the arena of public opinion with campaigns and commercials that many talk about long after they’ve forgotten the game’s final score. 

What makes ads during the Super Bowl so special (beyond their

6. Wendy’s — Where’s the Beef 

Wendy’s “Where’s the Beef” Super Bowl commercial originally aired in 1984. But 40 years later, it’s still a phrase most of us know and use. 

When the fast food chain first aired its ad, it became an instant cultural phenomenon, encapsulating the essence of memorable advertising with a catchy slogan and funny tune. It was also notable for directly challenging its competition and highlighting its larger burger patties. 

While the commercial’s success lies in its simplicity, humor and direct message, the phrase “Where’s the Beef?” transcended the ad itself, entering mainstream vocabulary to mean something that lacked substance. 

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7. Volkswagen — The Force

You can’t go wrong with a cute kid in a commercial. And that’s exactly the avenue Volkswagen took with its 2011 “The Force” Super Bowl ad. 

The ad’s charm lies in its perfect blend of humor and nostalgia. It features a young kid dressed as Darth Vader who attempts to use the Force on various objects around the house — eventually succeeding with the family’s Volkswagen, thanks to Dad with remote assistance. 

Why did the ad resonate with audiences? For one, it used the timeless appeal of “Star Wars,” tapping into the sentimentality of older generations while enchanting younger ones. It also showed a heartfelt family moment, making it relatable to a broad audience. 

Ultimately, the simplicity of the storyline, combined with the use of a well-loved cultural reference, entertained and emotionally connected with viewers and showcased the brand in a positive light. 

8. Always — #LikeAGirl

This spot from Always, which ran at the Super Bowl in 2015, is an example of a brand creating a cultural movement through impactful and thought-provoking storytelling, said Michaella Bloom, founder and head of culture at CLTR LAB. 

“#likeagirl was ahead of its time and worked to empower young women to feel confident and powerful in their skin,” she explained. “Especially in the midst of many male centric ads this is an iconic stand out!” 

For a Super Bowl ad to resonate, added Bloom, it needs to connect with and transcend generations in a culturally relevant way. And many of the Super Bowl ad teasers on TikTok seem to be missing the inclusion of diverse talent of all ages. 

“Most brands exist in a ‘safe’ zone of wanting to make sure they connect with who their audience has always been but are missing the opportunity to engage with new audiences. People think that Gen Z speaks a different language, but at the end of the day it is absolutely possible for brands to connect with audiences of all ages by evoking an emotion and inspiring human connection through thought provoking story telling.”

9. Ameriquest Mortgage Company — Cat Killer 

Your brand doesn’t have to be a household name to capture viewers’ hearts (or get some laughs) on Super Bowl Sunday. While Ameriquest Mortgage Company is no longer around, it was previously one of the largest sub-prime mortgage lenders in the US. 

This ad featured a man trying to make a romantic pasta dinner for his partner. Unfortunately, the first thing the woman sees when she arrives home is the man holding the cat in one hand, a knife in the other hand and a splatter of red on the ground.

The ad ends with the catchphrase, “Don’t judge too quickly. We won’t.” — something that not only wraps up the commercial on a memorable note, but also effectively communicates the brand’s commitment to give customers the benefit of the doubt. 

The ad’s appeal lies in its ability to use humor to address a common human tendency, creating a lasting impression and encouraging viewers to think differently about their assumptions. 

10. E-Trade — Talking Babies 

Cute babies are always an easy win when it comes to advertising. But what happens when you mix cuteness with humor? You get E-Trade’s talking babies. 

This 30-second spot, which originally aired at the Super Bowl in 2008, caught people’s attention due to the unexpected situation of an infant talking in an adult voice about adult topics. And it ends on a funny (and unexpected) note of a baby doing what a baby does — spitting up. 

E-Trade managed to demystify the intimidating aspects of investing for the average viewer, going on to coin the perfect catchphrase: “So simple, even a baby can do it.” 

The novelty and humor of the concept appealed to a wide range of viewers, showcasing the company’s understanding of the power of levity in breaking down barriers and communicating its brand’s message. 

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Key Lessons From Super Bowl Ad Legends 

As we reflect on these 10 iconic Super Bowl marketing campaigns, it’s clear that the most memorable and impactful ads share common threads: creativity, emotional resonance and, often, a touch of humor. 

These ads outpaced the typical boundaries of ads to become cultural touchstones, highlighting that the key to a successful Super Bowl spot lies not just in selling a product or service, but in telling a story that viewers can relate to on a personal level. 

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