Companies That Consistently Deliver Memorable Super Bowl Commercials

The Super Bowl is a significant event in the advertising calendar, attracting an audience of over 100 million viewers. It's a prime opportunity for brands to engage with their target audience and generate buzz. This article explores which companies have consistently delivered memorable and effective Super Bowl commercials over the years.

The Auto, Beer, and Snack Food Industries

Automotive, beer, and snack food industries have often developed some of the best Super Bowl commercials. Advertising during the Super Bowl has become a competitive space, with many companies like Jeep investing heavily in creative and memorable ads.

Jeep has a long history of developing strong creative work and has shown up regularly in the Super Bowl. The brand’s latest ad, winning USA Today’s Ad Meter, demonstrates consistent performance and quality in their advertising efforts.

Emotionally Moving Ads by Budweiser

Budweiser is known for developing emotionally moving ads, often featuring their famous Clydesdales. While 2020 wasn't a standout year for them, they've consistently delivered memorable and heartwarming commercials that resonate with audiences.

Google: A Newcomer with Strong Performances

Google, while newer to Super Bowl advertising, has also developed strong spots. For instance, Loretta and Paris have been some of the most memorable ads, focusing on the love of family. This strategy has proven effective, engaging viewers and creating a lasting impact.

Apple: Pioneering the Super Bowl Advertising Era

The launch of the Macintosh in 1984 is considered a turning point for Super Bowl advertising. Apple's 1984 spot gained significant viewership and even sold out the entire new line of computers, catching the attention of marketing managers worldwide. This commercial set a benchmark for future ads.

Interesting Case Studies: Doritos and Consumer Participation

Doritos has had a strong showing over the years, including their popular Cool Ranch ad from 2020. However, their most memorable campaigns like the “Crash the Super Bowl” event, which offered a million-dollar prize to consumers, have garnered significant attention. This strategy engaged the audience more deeply and achieved measurable success.

Defining 'Good' Commercials

What defines a 'good' Super Bowl commercial can vary widely. While someone looking for entertainment might have different preferences, a professional marketer often looks for measurable ROI. Direct Response marketers evaluate ads based on whether they lead to tangible results like leads and sales. In the absence of measurable results, any commercial can be considered 'good'.

So, what is your definition of a 'good' Super Bowl commercial? Share your thoughts in the comments below and let us know if there are any other companies or ads you think deserve recognition for their outstanding performance and creativity during the Super Bowl.