18 Super Bowl Ads That Inspired the Creative Industry to Step Up Its Game

An objective person could watch Super Bowl advertising and plausibly think: “Yeah, that’s a good ad.” Of course, in the ad agency world, creatives tend to be a little more critical, picking little things out that illustrate the difference between a good Super Bowl ad and a great one. Adweek asked a wide range of industry veterans to share the Super Bowl ads they feel inspired them—and their industry—to do better work. Below are some stellar ad picks—both older and new—that show the power of one of advertising’s most enduringly important days: Chrysler: “Farmer” Agency: The Richards Group Year: 2013 The inspiring anthem set to Paul Harvey’s seminal “God Made a Farmer” speech motivated viewers to, as Nancy Hacohen, managing director of live-action at Tool of North America, said, “stop, listen, and appreciate the indomitable American spirit.” [kickout id="1"] “People often know the ‘formula’ for a great Super Bowl spot,” added Colle+McVoy ecd Laura Fegley. “It usually involves over-the-top comedy, a celebrity or huge production values. When this came on, my jaw was on the floor.” “This spot so captures the brand but manages simultaneously to stir pride, and even in a time of genuine cynicism, patriotism,” noted Mike Nickerson, cmo of PriceWeber. “To share equity with the ‘idea’ of America in a two-minute spot (using still photography!) is an astonishing creative accomplishment.” Apple: “1984” Agency: Chiat\Day Year: 1984 A few myths, including that the Ridley Scott-directed ad only ran once, were busted by former exec Steve Hayden, who worked on the ad. But the “one-and-done” story adds to the prodigious legend of what is arguably one of the most impactful ads in Super Bowl history. [kickout id="4"] “It changed our business,” said Keith Cartwright, ecd at 72andSunny. “From its single airing (in the Super Bowl) to the epic directing and the ballsy decision not to show the product—all new things at the time. Kudos yet again to (Lee) Clow and Hayden.” Despite the praise, Cartwright didn’t think it was the best Super Bowl ad ever … or even the best that year. “I remember distinctly sitting with my dad and brother watching a Wendy's ad that we couldn't stop talking about. When Clara Peller at 81 years of age said ‘Where's the Beef?’ we lost it,” he recalled. “That ad transcended culture and was what everyone talked about the next day (on the playground at least). In retrospect, they took a focus-group insight and made it into a cultural phenomenon.” ETrade: “Monkey” Agency: Goodby, Silverstein & Partners Year: 2000 As Gavin Lester, partner and cco of Zambezi put it, this lark of an ad was: “2 million dollars well spent.” This meta, memorable ad put context first—”wasting $2 million”—and has one hell of a back story. [kickout id="3"] “It’s just so simple and smart,” said Danny Gonzalez, ecd at Goodby Silverstein & Partners, giving props to the home team. “Every Super Bowl, my jealousy for that spot is renewed.” “For me, it’s not only the most inspiring ad, but it’s also the most subversive and the most Dadaist ad of all time,” added Duncan Bird, ecd at Glow. “What they ended up with is not only hugely entertaining, but it has a ‘wtf is going on here’ feeling throughout. It’s engaging enough for even the most jaded viewers. Budweiser: “Wassup - Girlfriend” Agency: DDB Chicago Year: 2000 An ad that sparked plenty of memes (even in 2000), it was a distinct departure from, as Cedric Devitt, cco at Big Spaceship put it, “Bud’s usual Clydesdale fare.” Inspired by a short film by Charles Stone III, Budweiser created "Wassup" in 1998 and then followed up its success with a sequel in the Super Bowl. (You can see the Super Bowl version below, followed by the more iconic original spot.) It was an example of advertising overtaking culture—even one that was yet to be introduced to smartphones and social media. [kickout id="20"] [kickout id="5"] “From news segments, late-night TV, The Simpsons, The Office, Scary Movie, to entire basketball teams using it after their huddle, it was everywhere," added Devitt. “Nearly 20 years later, you can still utter that one word and anyone over the age of 30 smiles and will probably yell it back to you,” said Chris Breen, cco at Chemistry. Chrysler: “Halftime in America” Agency: Wieden + Kennedy Portland Year: 2012 Considered an instant classic after airing, this ad starring Clint Eastwood struck a nerve. But, of course, that’s all in a day’s work for Weiden + Kennedy. America was hurting, and Chrysler turned even the most hardened cynics. [kickout id="6"] “You couldn’t hear a breath taken when that spot aired,” said Ashley Davis Marshall, creative director on Old Spice at Wieden + Kennedy (who joined the agency after the spot aired). “And even when I watch it today, I still get goosebumps. If a commercial for a car can do that, then, well, that’s pretty freaking special.” “It had an incredible sense for how the country was feeling and used this special media moment in an exceptionally clever way,” added Brett Craig, partner and cco at Deutsch L.A. “This ad inspired many Super Bowl knockoffs in subsequent years, but none came close to its timeliness, authenticity and originality.” Reebok: “Terry Tate: Office Linebacker” Agency: Arnell Group Year: 2003 Filled with tons of little moments (“the Pain Train is coming!”, “That’s a long distance call, DOUG!”), this was one of the first legitimately “viral” ad campaigns to come out. In the then-nascent era of online video, this campaign was widely shared (one can assume, mainly by email or ICQ) and a genuine hit that went beyond mere advertising. [kickout id="7"] “It was truly ‘viral,’ genuinely funny, perfectly cast, well written and absolutely riding the knife-edge question: ‘Can we actually run this?’” noted Wunderman Global CCO Daniel Bonner. “Fifteen years later, it's still a great story, just as funny as the day I saw it air,” added Joel Kaplan, ecd of M/H VCCP. “This was branded content before we used the words ‘branded content.’” Procter & Gamble: “Like a Girl” Agency: Leo Burnett Year: 2015 (originally aired online in 2014) A surprising departure from the usual advertising during the Super Bowl, this ad for Always became a crucial springboard in working to eliminate harmful gender stereotypes. The result of some essential insights from P&G, “Like a Girl” was brimming with optimism and confidence—and a much-needed message. It also helped ignite more debate on how women are depicted in advertising in the first place and became a consistent content and cultural platform for the brand. [kickout id="8"] “Using arguably the world's largest stage as an opportunity to reframe the phrase “Like a girl” from an insult to a position of power, it really left a lasting impression and shifted the narrative,” said John Weiss, co-founder and cco of Human Design. “The strength of the ad was in the concept and conversation. The simple execution allowed the position and story to be clear and concise, and put the emphasis on the desired change.” “To tackle an issue that has been incredibly obvious to so many, but controversial to discuss, I found it inspiring to see a brand finally combat it in an incredibly effective way,” added Jarrod Moses, ceo of United Entertainment Group. Snickers: “You’re Not You When You’re Hungry” Agency: BBDO Years: 2010, 2015 Betty White and Abe Vigoda … in the same ad?! Danny Trejo as Marcia and Steve Buscemi as Jan from The Brady Bunch? Count us in. For the former, the idea of White as the alter ego of a “hangry” guy is flat-out bonkers. But, man, did it work. [kickout id="10"] “It was perfectly done,” said Barney Goldberg, ecd at Innocean. “I love how they took something as simple as a pickup football game and made it Super Bowl worthy. That’s not easy to do.” The latter had Trejo and Buscemi hilariously channeling characters Marcia and Jan, respectively, in a remake of the series’ classic football episode. According to Carolyn Hadlock, ecd at Young & Laramore, the concept and comedy weren’t a “one-off” and didn't compromise the brand. [kickout id="9"] “[There is a] ‘celeb cameo’ trap (in Super Bowl advertising),” she noted. “Snickers and BBDO managed to make an ad that worked on all levels, which is a rare feat—even for a Super Bowl ad.” Volkswagen: “The Force” Agency: Deutsch Year: 2011 This ad is notable for a couple of reasons. First, it was just flat-out good. Second, it was the first spot that was launched early online—which could arguably explain the lack of surprise with Super Bowl advertising now in a chase for metrics. [kickout id="11"] Regardless, Scott Mitchell, head of production at O’Keefe Reinhard & Paul, said that the creative was a simple idea that “married pop culture and automotive technology with the kid in all of us—all brought to life with flawless production.” Old Milwaukee: Will Ferrell local campaign Agency: Funny or Die Year: 2012 (regional buy) The citizens of North Platte, Nebraska, were the beneficiaries of 2012’s most stealthy campaign (until, of course, the media went bananas over it) starring Will Ferrell. [kickout id="12"] Having a bankable star promote a quirky brand doesn’t hurt, but, as Ryan Delafosse, vp of creative strategy at Praytell, said: “Ferrell and team 'hacked' the Super Bowl in the most low-fi and creative way possible: for the price of a single local buy. It challenges agencies to look past the budgets and briefs and find inventive ways to become a part of the cultural conversation. It also shows you don’t have to overthink it to get your point across.” Hulu: “Alec in Huluwood” Agency: CP+B Year: 2009 In 2009, the internet destination hadn’t had much advertising, if any, around it. Was it a gamble to put a bunch of shows on the internet? (We now know the answer is "no.") The platform chose Alec Baldwin to star in its first spot in the Super Bowl. [kickout id="13"] “The spot felt perfectly ridiculous, fresh and featured peak comedic Baldwin,” said Kai Hasson, creative director at Portal A. “Basically, it felt groundbreaking, and that spoke to how groundbreaking Hulu was. When you feel thankful that a brand made a spot, you know it's great.” Coca-Cola: “Hilltop” Agency: McCann Erickson Year: 1972 (originally ran in 1971) Long considered one of advertising’s most classic and enduring ads. It wrapped up Mad Men and was a crucial part of the culture in the fractious early 1970s. An expression of unity, it served as a beacon of hope in an otherwise bleak world at the time. [kickout id="14"] “Here at home, we were still at war in Vietnam and were only just beginning to come to terms with the divisions revealed by the Civil Rights movement. With this ad, an iconic brand took a stand and attempted to use its international presence to become a unifying force. Culturally, the spot was groundbreaking,” said Vann Graves, executive director at VCU Brandcenter. “The Super Bowl is a rare moment when most of America does exactly the same thing: we sit down to watch the game and the commercials. It’s one of the few opportunities that brands have to capture viewers across all demographics.” Google: “Parisian Love” Agency: In-house Year: 2010 Roger Camp, founder and cco of Camp + King, called Google’s 2010 tale of love “a brilliant breath.” Indeed, it was hard to not get a little misty at the storyline and be in awe of the clever way the search giant was able to humanize what, effectively at the time, was a simple utility. [kickout id="15"] “It was one of those moments where I realized the absolute importance of being aware of placement and context when developing creative,” added Camp. “That year it seems every brand was trying to out-slapstick each other for the biggest knee-slapping guffaw, and Google created this wildly simple, theater of the mind that leveraged all the great things about search, and it literally quieted the room in the best of ways. It was a smart idea in a sea of over-the-top ads that suddenly felt like they were all trying too hard.” Airbnb: “We Accept” Agency: In-house Year: 2017 2017’s Super Bowl, in many ways, became a referendum on Donald Trump’s administration and policies. 84 Lumber made substantial noise about immigration, and Airbnb made its point on Trump’s travel ban with an elegant, simple spot extolling the virtues of openness. [kickout id="16"] “The brand took a bold stance to be on the right side of history with a spot that was impactful, more socially responsible than Super Bowl shock-and-awe and flew just under the radar around Fox guidelines for politically driven ads,” said Leo Leone, ecd of Barbarian. “[It] displayed a level of authenticity that I have yet to see in another Super Bowl spot.” What’s also telling was that this was a last-minute buy, showing the gravity and importance of the moment. Monster.com: “When I Grow Up” Agency: Mullen Year: 1999 In some ways, this ad came out of nowhere and was ahead of its time. While the use of kids in ads can be hit or miss, Monster.com’s approach was smart, charming, witty and real. [kickout id="17"] “Twenty years before we were seriously talking about the experience economy and ‘working for a purpose,’ Monster.com burst on the scene with this prescient ad,” said Lee James, president and ecd of Mythic. “In spare and disarming fashion, it challenged our thinking: Is work really just about climbing the ladder? Is it all about money or is there something more? It tapped into a brewing mindset that had not yet found its voice. Its message was ageless, genderless and colorless—relatable to all.” FedEx: “We Apologize” Agency: BBDO Year: 1998 Who knew that TV color bars and simple copy would be a standout? FedEx, long a bastion of brand humor, served this one up in a most self-deprecating and honest way … by putting the “wasting budget” elephant in the room and also dissing the cult of Super Bowl culture. [kickout id="18"] “This was a brilliant hack and was the most disruptive 30 seconds of the night. It only cost about a dollar to produce and paved the way for fourth-level Inception meta-concepts. And for that, we can be thankful,” said Desmond LaVelle, vp and ecd of Peter Mayer Advertising. Newcastle Brown Ale: "If We Made It" Agency: Droga5 Year: 2014 (unofficial campaign) We have a pretty good idea that Droga5 knows a thing or two about brand stunts. Last year’s Dundee campaign was a masterstroke, yet the agency effectively hijacked the game in 2014 (with an unofficial Super Bowl ad) for Newcastle Brown Ale creating an ad that wasn’t really an ad starring Anna Kendrick in all her foul-mouthed glory. [kickout id="19"] The stunt was epically stupid, brilliantly executed and nailed the [brand’s] ‘No Bollocks’ strategy with unprecedented honesty in advertising,” said David Littlejohn, co-founder and cco of Humanaut. “It's everything you want in a Super Bowl beer ad, despite the whole not actually existing part. For me, this campaign is an inspiring reminder that we need to call bollocks more often and challenge every assumption about the rules of the game. What if you win by not playing?” For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LIII Ad Tracker. And join us on the evening of Feb. 3 for the best in-game coverage of the Super Bowl commercials anywhere.

Super Bowl Commercials

18 Super Bowl Ads That Inspired the Creative Industry to Step Up Its Game

A look back at work that moved marketing ahead

Chrysler: “Farmer”
Agency: The Richards Group
Year: 2013

Doug Zanger

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Chrysler: “Farmer” Agency: The Richards Group Year: 2013

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Doug Zanger

Chrysler: “Farmer”
Agency: The Richards Group
Year: 2013