Super Bowl

Super Bowl Advertising Can’t Be One-Off Spots Anymore

The hero ads must be part of a larger integrated campaign to rise above the Big Game noise

Snickers, Apple, Coinbase, Planters, Tide Super Bowl ads — Super Bowl ads have evolved from one-off spots to integrated campaigns that live before and after the game on social media and other platforms.Snickers, Apple, Coinbase, Planters, Tide

By Kyle O’Brien

Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.

Super Bowl ads have long been the biggest spots of the year for brands, the ones that set the tone for their annual performance and beyond. Brands like Coca-Cola, Budweiser and Frito-Lay have made the Big Game their big showcases, with mostly winning results. Memorable spots have ranged from Mean Joe Greene tossing his jersey to a young fan, to a trio of frogs reciting a beer name, to Seth Rogen and Paul Rudd swapping memories.

Kyle O’Brien

Kyle O’Brien is a staff reporter for Adweek and editor of AgencySpy.

Recommended articles