Known as the Mecca of advertisements, the Super Bowl ad spot is one of the most expensive ad spots. In this week’s Trivia Thursday, let’s take a look at some Super Bowl ad campaigns which popularised the brands and gave us some revolutionary ads at the same time.
Crux of the Matter
In this week’s Trivia Thursday, let us have a look at Super Bowl advertisement campaigns.
Super Bowl Ads
The prominence of airing a commercial during the Super Bowl (SB) has carried an increasingly high price. The average cost of a 30-second commercial in 1967, Super Bowl I was: $37,500 and in 2020, Super Bowl LIV was: $5.6 million.
Xerox At SB XI (1977)
Xerox aired an advertisement entitled “Monks,” starring Jack Eagle as a monk discovering that he could create copies of a manuscript using a new Xerox photocopier.
Y&R New York described it as the “first viral ad“, saying it “was the first commercial that got people to request to see it again on TV.”
Apple At SB XVIII (1984)
‘1984’ is an American TV commercial introducing the Apple Macintosh PC. Its only national televised airing was on 22 January 1984, during a break in the third quarter of the telecast of Super Bowl XVIII by CBS (a TV network).
The ad was an allusion to George Orwell’s noted 1949 novel, Nineteen Eighty-Four, which described a dystopian future ruled by a televised “Big Brother.”
In 1995, The Clio Awards added it to its Hall of Fame, and Advertising Age placed it on the top of its list of 50 greatest commercials.
Doritos At SB XLIII (2009)
In 2006, Doritos began a promotion called ‘Crash the Super Bowl’, soliciting viewers to film their own Doritos commercials to possibly be aired during the game.
At Super Bowl XLIII in 2009, an additional bonus prize of $1 million was added if any of the winning entries were named #1 on the Super Bowl Ad Meter survey results.
Doritos did reach the #1 spot on the survey that year with an ad entitled “Free Doritos“. It was one of the early user-generated ads to be aired on SuperBowl.
Old Spice At SB XLIV (2010)
‘Smell like a Man, Man’ is a TV ad campaign created by Old Spice. Also the title of the campaign’s initial 30-second commercial, ‘The Man Your Man Could Smell Like’ is an alternate name the ad is known by.
Because ~60% of men’s products were bought by Women, Old Spice targeted women for the ad of a men’s product.
Interestingly, due to budget constraints, the ad was never advertised on Super bowl, but was released on YouTube during the same time and was able to direct all the internet searches towards itself.
It is considered to be one of the most successful super bowl ads, which never aired on superbowl.
PewDiePie At SB LIII (2019)
In 2019, when the meme ‘subscribe to pewdiepie‘ was at its peak, a famous YouTuber called Mr Beast appeared at the Super Bowl with his friends wearing “Subscribe to PewDiePie” shirts, bringing the internet campaign to a whole new level.
The shirts appeared a couple of times on stream, and even managed to make it into an official ESPN tweet.