Super Bowl commercials have long been one of the most exhilarating draws of each edition of the big game. In addition to discussing the most prestigious sporting event of the year, football and pop culture fans alike are known to spend the days and weeks following the Super Bowl with in-depth discussion about the wide variety of commercials that were on display throughout the broadcast. Over the past few years, the landscape of Super Bowl commercials has undergone significant evolution, driven by emerging trends and innovative tactics aimed at capturing audience engagement in ways never experienced before. From groundbreaking uses of technology to novel storytelling approaches, let's explore how Super Bowl commercials have evolved and what the future holds for advertising during the big game.
Trending Tactics in Super Bowl Commercials
Interactive Experiences: In recent years, we've seen a rise in interactive Super Bowl commercials that invite viewers to participate in the storytelling process. These ads often leverage social media or second-screen experiences to engage viewers beyond the confines of traditional television advertising.
Emotional Storytelling: Brands have increasingly focused on crafting emotional narratives that resonate with viewers on a deeper level. By tapping into universal themes such as family, nostalgia, or social issues, advertisers aim to forge stronger connections with their audience and leave a lasting impression.
Inclusivity and Diversity: The shift towards inclusivity and diversity in Super Bowl commercials reflects broader societal changes and consumer expectations. Brands are embracing diversity in their advertising narratives, featuring a more representative cast of characters and highlighting diverse perspectives and experiences.
Purpose-Driven Marketing: Many brands are aligning their Super Bowl advertising efforts with social or environmental causes, reflecting a growing trend towards purpose-driven marketing. By championing meaningful causes, brands not only enhance their reputation but also resonate with socially conscious consumers.
Integration of AI: Artificial intelligence (AI) has emerged as a powerful tool for enhancing creativity and personalization in Super Bowl commercials. Several brands have leveraged AI-driven technologies and content to create compelling ad experiences that provide unique, yet sometimes unorthodox creative.
On the topic of AI, we can also explore examples of how the latest and greatest advances in AI technology have pushed Super Bowl commercials into an unprecedented landscape.
Can't B Broken - Verizon and Beyonce
Beyonce's new artificial intelligence version of herself turns the heads of many - but the captivation of an AI-Mega star isn't enough to break Verizon. This portion of the ad captures the scary but awe-inspiring possibilities that AI presents. Although the idea of a Cyborg-esque version of Beyonce is meant to be over-the-top and incredible, viewers understand that something like this is certainly in the realm of possibility for artificial intelligence - which at one point also seemed over-the-top and incredible.
Body Armor - Field of Fake
While not necessarily "innovative" by any means, Body Armor touched on the unpredictable and imperfect side of AI technology by showcasing visual examples of athletes in AI-generated scenarios, such as a football player dunking a football through a basketball hoop and a team carrying a sedan-sized balloon full of Body Armor. The commercial ultimately concluded with a voiceover stating, "There's no substitute for real", generating a robust message that should bolster the brand's positioning in the sport hydration market.
Microsoft Copilot - "Watch Me"
This ad showcases the ability of Microsoft's "everyday AI companion" to help accomplish a wide variety of aspirations that the individuals in the ad have, despite them facing nonbelief and skepticism when it comes to reaching these goals. These include completing a college degree, making a movie, and coding a video game. The tagline "Anyone. Anywhere. Any device." shows the accessibility and limitless possibilities that this technology offers to dreamers everywhere. The product abilities visualized throughout the ad also give a unique and refreshing view of AI-generated creative.
Despicable Me 4 - Minion Intelligence
An extremely innovative example of AI-generated creative was delivered through none other than a promotion for Despicable Me 4, the latest edition of Illumination's manical minion comedy franchise. The commercial starts with a carousel of comical AI-generated images, such as Will Ferrell and Steve Carrell imposed in Shakespeare-inspired oufits. After a few familiar chuckles from the film's yellow superstars, we discover that the minions are the culprit behind the AI initiative.
Google Pixel 8 - "Javier in Frame"
This ad featured the POV of an individual with vision disabilities, and how the Google Pixel phone features a "Guided Frame" that can detect and describe what the camera is capturing. This AI enables Javier and vision-impaired individuals everywhere to capture life's special moments. This was one of the higher-rated Super Bowl ads (according to industry experts) and was successful in placing viewers in the shoes of someone who is greatly benefited by the use of AI. The AI/POV creative is expertly woven into the overall theme of the commercial.
As we look ahead to the 2025 Super Bowl, the advertising landscape is poised for even further transformation. With advancements in technology, including AI, augmented reality, and immersive experiences, we can expect to see even more innovative and engaging Super Bowl commercials. Brands will continue to leverage data-driven insights to deliver personalized ad experiences that resonate with diverse audiences. Additionally, the rise of streaming platforms and digital channels will provide new opportunities for advertisers to reach consumers beyond traditional television broadcasts. Ultimately, the future of Super Bowl advertising lies in the ability of brands to adapt to evolving consumer preferences, embrace technological innovations, and craft compelling narratives that capture the hearts and minds of viewers around the world.
