20 Groundbreaking Campaigns That Redefined Super Bowl Advertising

Critics argue that Super Bowl advertisers are playing it safe. ADWEEK asks why – and recalls pioneers from previous games.

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If the Super Bowl is advertising’s peerless platform—and it is, with north of 110 million viewers and a prized place in marketing history—is it any wonder some performers crack under the pressure?

“Safe, lazy, boring,” one observer called the crop of ads last year. Some critics claim that Super Bowl ads’ creativity is bottoming out, while each year the pressures seem only to rise, from the increasing price of a 30-second spot to the harsh scrutiny on social media.

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