13 of the most memorable Super Bowl ads of all time.
, in fact, who mostly cared about seeing the funny, splashy TV ads that occurred during the commercial breaks. That’s a lot of people, especially once you consider how few people really sit down and watch television actuallyanymore, let alone at the time that it’s originally airing. Brands—and the NFL—are well aware of what they’ve got: This year, a 30-second Super Bowl spot will cost advertisers between $5 million to $5.
Most brands think so. Elizabeth Lindsey, a managing partner with Wasserman, a company that strategizes with many of the brands that partner with the NFL, toldin 2017 that “it’s the last bastion of programming that people feel is must-see, in the moment, live,” and that “I would argue the Super Bowl is a cultural experience far more than it is an individual game. It’s a gathering. And regardless of how you watch, at the end of the day, it’s social.
Now it’s just up to the brands! But with that kind of pressure, not everybody lives up to the hype. Some spots, though, become iconic, remembered decades after they aired, and far after the fates of the players in the game that surrounded them have faded from memory. Here are 13 of the most memorable Super Bowl ads of all time—from expertly orchestrated emotional arcs and click-bait-ready celebrity cameos to heritage companies making new moves, or just plain clever branding.
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