Super Bowl Ads That Will Never Be Forgotten

Every February, the majority of America pauses to watch the Super Bowl and the most-watched ads on the planet. Some of those ads fade instantly while others become unforgettable icons. 

In this guide, we’re breaking down what makes a Super Bowl ad memorable, and how you can apply these insights to make your own portfolio stand out. 

‍

Why Super Bowl Ads Are the Ultimate Test of Creativity

High Stakes & High Expectations

The Super Bowl is advertising’s biggest stage. With price tags exceeding a whopping $7 million per 30-second spot, the pressure is immense.

The ’Big Game’ is the most-watched event in the US every year, and at this point, people know the ads are a part of the experience. The brands who are willing to shell out big bucks for a primetime spot throughout the game are the ones who face the biggest visibility of the year, and in turn, are often talked about the most. 

Consequently, there is an intense pressure on everyone involved – from accounts and clients to strategy and creative – to be not only entertaining, but strategically effective. 

‍

Why Super Bowl Spots Matter for Students

Super Bowl ads showcase peak storytelling and significant creative risks. Throughout Super Bowl history, the advertisements are a masterclass in strategy, concept, and execution, developed by some of the best creative minds in the industry. 

But, it’s not just on the creative department to sell a Super Bowl spot. It requires a strategic team effort from everyone involved. The best type of Super Bowl ads are the ones that are capable of going beyond selling a product – they cement a feeling in culture. 

10 Unforgettable Super Bowl Ads and Why They Worked

Let’s look at the tape. Here are 10 Super Bowl ads that defined the industry and the real lessons they can offer to aspiring creatives.

‍

Apple — “1984”

The Context: Directed by Ridley Scott (yes, that Ridley Scott), this spot introduced the Macintosh. It didn't show the product. It didn't list specs. Instead, it positioned IBM as "Big Brother" and Apple as the hammer-wielding rebel. It aired nationally only once, yet we are still talking about it 40 years later.

The Takeaway: Don't just sell a product. Sell a revolution. World-building and cultural tension create more buzz than features ever will.

‍

Budweiser — “Whasssup?” (1999)

The Context: Four guys. One phone. One word. DDB Chicago took a short film by director Charles Stone III and turned it into a global catchphrase. There was no complex plot, just a universal truth about male friendship (and watching the game).

The Takeaway: Relatability wins. Simplicity works. A distinctive brand voice and a genuine human insight often outperform big-budget special effects.

‍

Old Spice — “The Man Your Man Could Smell Like” (2010)

The Context: Wieden+Kennedy turned men’s body wash into a viral phenomenon by targeting the people who actually buy it: women. You read that right. They found that women were actually the key target demographic for a men’s body wash. So, they hired a hottie with a body – Isaiah Mustafa – to deliver a rapid-fire, humorously surreal monologue in one single take that felt less like a commercial and more like internet art.

The Takeaway: Know who you are actually talking to and then have fun with how you talk to them. Humor requires precision; the writing here was tight, rhythmic, and persistent to keep viewers hooked. 

‍

Budweiser — “Puppy Love” (2014)

The Context: A puppy and a Clydesdale became best friends, and America wept. Anomaly didn't sell beer in this spot; they sold the feeling of connection. Set to "Let Her Go" by Passenger, it topped every ad meter by ignoring the product entirely and aiming straight for the heart.

The Takeaway: Emotion is a superpower. If you can make a consumer really feel something, they will listen to what you have to say, and remember it. Even if the brand isn’t the key focal point, consumers will associate those good feelings with the brand tied to it. 

‍

Always — “Like a Girl” (2015)

The Context: This wasn't just an ad; it was a social experiment. Leo Burnett and director Lauren Greenfield took a playground insult and dismantled it on live TV. It forced millions of viewers to question their own biases during a football game.

The Takeaway: A strong insight has the power to rewrite culture. Find the tension in society and position your brand as the solution.

‍

Volkswagen — “The Force” (2011)

The Context: A kid in a Darth Vader costume tries to use the Force on the washing machine, the dog, and finally, the Passat. It’s cute, but the strategy was the real game-changer. VW released it online before the Super Bowl, racking up millions of views and changing how brands launch ads forever.

The Takeaway: The story comes first. The product feature (remote start) was the punchline, not the premise. 

‍

Doritos — “Crash the Super Bowl” (2006–2016 and revived in 2024-2025)

The Context: For a decade, Doritos handed the keys to the fans. They invited everyone from amateurs to aspiring filmmakers to create their own commercials, proving that a kid with a camcorder and a great idea could beat an ad agency filled with professionals. It democratized creativity and guaranteed engagement.

The Takeaway: You don't need a million dollars to have a million-dollar idea. The concept is, and always will be, king. 

‍

Google — “Parisian Love” (2010)

The Context: A love story told entirely through a search bar. No actors. No dialogue. Just the typing of queries like "study abroad paris" and "how to impress a french girl." It proved that even a tech giant could feel deeply human.

The Takeaway: Innovation lies in the format. You can tell a massive story with the simplest tools if the narrative arc is strong.

‍

Snickers — “Betty White” (2010)

The Context: "You're not you when you're hungry." This spot didn't just make us laugh out loud at Betty White getting tackled in the mud; it launched a global brand platform that ran for a decade. It turned a simple human truth (hunger makes you cranky) into endless entertainment, while baking the product right into the punchline. 

The Takeaway: Relatability scales endlessly. If your strategy and insight is solid, the campaign can run for years. Also a good catch phrase can last a lifetime.

‍

NFL — “Touchdown Celebrations to Come” (2018)

The Context: After years of being called the "No Fun League" for flagging touchdown dances, the NFL poked fun at itself. They showed Eli Manning and Odell Beckham Jr. practicing the Dirty Dancing lift. It was self-aware, charming, and signaled a major shift in the league's attitude.

The Takeaway: Self-awareness sells. When a brand (or league) drops the ego and joins the fun, the audience connects.

‍

Creative and Emotional Elements That Stand Out

The most successful ads share universal patterns.

‍

Emotional Storytelling

• Super Bowl ads function as mini-movies that tap into joy, nostalgia, and empathy.

‍

Humor with a Sharp Point of View

• Comedy is hard, but memorable. Good comedy relies on unexpected twists, character-driven moments, and precise timing and pacing.

‍

Iconic Brand Worlds

• Brands can establish visual consistency through distinctive color palettes and repeatable brand “codes,” such as Apple’s minimalism or Doritos’ chaos. It doesn’t require glaringly obvious nods to the brand, subtlety can still sell. 

‍

Cultural Relevance

• The best ads tap into conversations by reflecting or subverting trends. Brands love to tap into culturally relevant conversations, but play it safe so as to not alienate their audience. It’s a tough balancing act.

‍

Creative Risks

• Memorable spots take a story-first approach, use bold casting, and explore unusual formats. Understanding these elements helps juniors design smarter concepts that go beyond pretty layouts.

Lessons for Aspiring Copywriters and Art Directors

Here’s how to translate this analysis into actionable guidance for your own work.

‍

For Copywriters

Clarity and personality create memorable lines. 

Use rhythm, voice, and unexpected turns to shape the tone. Study how long lines, short lines, and dialogue influence the final product.

‍

For Art Directors

Visual hierarchy drives storytelling. 

Use color to control emotion. Learn from shot composition, pacing, and visual metaphors. Create a voice for your product that is inoffensive and immediately recognizable.

‍

For All Creatives

Insight into what any audience will respond to is everything. However, craft and execution can make or break the idea. Unexpected simplicity often beats expensive production.

‍

Why These Ads Still Inspire Us Today

These ads stick because they master the combination of strategy and storytelling. They remind creatives that daring ideas win, and remind clients that RTBs, CTAs, and product demos don’t draw consumers in. They prove advertising can shape culture in addition to selling products.

Want to take inspiration from iconic ads and turn it into portfolio-ready work?

Explore book180’s copywriting and art direction classes—designed to help you create campaigns that stand out.

‍