For major brand and agency owners, Super Bowl advertising is more than just a commercial — it’s a high-stakes investment in visibility, brand equity, and long-term consumer engagement. In 2025, a 30-second ad costs approximately $8 million, pushing total ad sales close to $1 billion.
Despite the high price tag, brands continue to invest because the Super Bowl remains one of the last true mass-audience events, with over 120 million viewers. We’ll examine some of the most successful Super Bowl ads of all time, exploring their cost, ROI, cultural impact, and marketing lessons that businesses can apply to their strategies.
Table of Contents
- Jeep – “Owner’s Manual” (2025)
- Salesforce – “Dining Alfiasco” (2025)
- Apple – “1984” (1984)
- Coca-Cola – “Hey Kid, Catch!” (1980)
- Volkswagen – “The Force” (2011)
- Budweiser – “Whassup?” (1999)
- Snickers – “You're Not You When You're Hungry” (2010)
- Pepsi – “Cindy Crawford” (1992)
- E*Trade – “Monkey” (2000)
- Always – “#LikeAGirl” (2015)
- How the Top Super Bowl Ads Elevated Brands: Key Takeaways
- Top 10 Super Bowl Ads FAQs
1. Jeep – “Owner’s Manual” (2025)
Jeep’s 2025 Super Bowl ad, “Owner’s Manual,” is a masterclass in aligning brand identity with the right spokesperson. Featuring Harrison Ford, the two-minute commercial blends nostalgia, adventure, and humor to reinforce Jeep’s core message: freedom, exploration, and writing your own story.
Harrison Ford’s monologue about pursuing what makes you happy — your family, career, and Jeep — deeply resonates with the brand’s adventure-seeking audience.
The ad’s subtle humor, playing on the irony of Ford endorsing Jeep, makes it instantly memorable and highly shareable. Within hours, it racked up millions of views online, driving strong social media engagement. More than a product push, the ad cements Jeep’s positioning as the ultimate brand for explorers, reinforcing long-term brand equity.
Budget and Production
- High-budget production: Jeep invested heavily in securing Ford, whose adventurous persona aligns seamlessly with the brand.
- Cinematic storytelling: The ad plays like a short film, with high-quality visuals and a compelling Ford voiceover.
Marketing Lessons
- Big bet, big payoff: Jeep leaned on nostalgia and adventure to reinforce brand identity.
- Authentic star power: Ford’s persona aligns naturally with Jeep, not a forced endorsement.
- Brand-first approach: Focused on Jeep’s adventurous image over promoting a specific model.
- Genuine fit: Ford’s legacy makes his endorsement feel natural and credible.
- Story over specs: Emotional storytelling strengthens brand connections beyond product details.
- Subtle humor wins: The Ford-Jeep irony adds engagement without overshadowing the message.
2. Salesforce – “Dining Alfiasco” (2025)
Salesforce’s 2025 Super Bowl ad, “Dining Alfiasco,” blends humor, everyday situations, and cutting-edge technology to demonstrate how artificial intelligence (AI) can simplify the most mundane tasks. Starring Matthew McConaughey, the commercial follows him as he navigates the frustrations of a chaotic dining experience — only to have AI come to the rescue.
The ad speaks directly to business and agency owners looking to make AI approachable for their audience. By using humor and a relatable scenario with McConaughey, the ad simplifies AI’s role in solving real-world frustrations, reinforcing Salesforce as a trusted partner rather than just another software company.
This strategic approach extends well beyond game day — social media exploded with engagement, proving that a well-executed ad doesn’t just sell a product, it sparks conversations and strengthens long-term brand positioning.
Budget and Production
- High-end production: Slick cinematography, humor, and seamless AI integration.
- McConaughey’s appeal: His humor and relatability make AI feel approachable.
Marketing Lessons
- ROI goes beyond TV: A social-first campaign maximized reach beyond the Super Bowl.
- Humanizing tech matters: Humor made AI approachable for both experts and everyday users.
- Pop culture drives engagement: McConaughey’s charm added humor and personality.
- Relatable AI wins: McConaughey made complex tech feel accessible and engaging.
- Humor simplifies complexity: A lighthearted approach helped AI resonate with a wider audience.
- Brand values matter: The ad reinforced Salesforce’s mission of making work smarter, not harder.
3. Apple – “1984” (1984)
Apple’s “1984” Super Bowl commercial remains one of history's most iconic and influential ads. Directed by Ridley Scott, the ad introduced the Macintosh computer in a way that defied traditional advertising norms, presenting Apple as a revolutionary force against conformity.
The ad had positioned Apple as a challenger brand, standing against the status quo. More than a product launch, it reinforced Apple’s identity as an innovator, a reputation that still defines the brand today. For agencies and brand owners, this ad is proof that the right narrative can transcend a single campaign and shape long-term brand perception.
Apple’s “1984” remains a gold standard for bold, narrative-driven marketing, proving that a single, powerful message can reshape an entire industry.
Budget and Production
- $500K production: High-budget, cinematic quality, more like a film than an ad.
- One-time airing, massive impact: Generated $150M in free publicity, drove 90% more sales in 90 days.
- Orwellian inspiration: A dystopian world symbolized IBM’s dominance, with Apple as the challenger.
- Iconic storytelling: A lone heroine smashing the screen reinforced Apple’s disruptive brand identity.
Marketing Lessons
- Big gamble, bigger payoff: A $500K one-time airing turned into lasting cultural influence.
- Disruption redefines brands: Apple sold an ideology, not specs, positioning itself as a challenger.
- Exclusivity fuels demand: Aired once, yet drove $150M in free press and lasting brand recognition.
4. Coca-Cola – “Hey Kid, Catch!” (1980)
Coca-Cola’s “Hey Kid, Catch!” is one of the most enduring Super Bowl ads of all time, showcasing the power of simplicity, emotion, and brand connection. The commercial, featuring NFL legend “Mean” Joe Greene, remains a textbook example of how storytelling and relatability can leave a lasting impression.
Its cultural longevity is undeniable, inspiring parodies, homages, and even a feature-length TV movie. More than 40 years later, the ad is still referenced in marketing discussions, proving that nostalgia-driven storytelling can keep a brand relevant for decades.
For brands and agencies, it’s a masterclass in how emotional storytelling builds lasting consumer relationships. Jesse Brede, CEO of Lion’s Share Digital highlights how tapping into nostalgia and human connection can lead to lasting brand impact.
“The Super Bowl ads with the most lasting impact often trigger childhood memories and remind us of our humanity. Examples would be the Anheuser-Busch horse and the bond with the child and the parade,” he explains.
Budget and Production
- $275K budget: Modest by today’s standards but delivered lasting value.
- Simple, heartfelt story: A young fan’s kindness melts Mean Joe Greene’s tough exterior.
- Emotion over words: Expressions and body language drive the ad’s universal appeal.
Marketing Lessons
- Nostalgia builds brand loyalty: A timeless example of emotionally driven storytelling.
- Simplicity resonates: A heartfelt, relatable message leaves a lasting impression.
- Decades of impact: Still ranked among the greatest Super Bowl ads 40+ years later.
5. Volkswagen – “The Force” (2011)
Volkswagen's 2011 Super Bowl ad, "The Force," featured a young boy dressed as Darth Vader attempting to use The Force to start a Passat, only to have his father start the car remotely. While Volkswagen did not disclose its production cost, a 30-second Super Bowl spot that year cost approximately $3 million.
To maximize exposure, the agency Deutsch released the ad online before the game, generating over 12 million views before its television debut. By the morning after the Super Bowl, it had surpassed 15 million views, eventually reaching 20 million by the following Tuesday. The early release strategy also sparked over 10,000 social media comments before the game aired, proving the power of digital-first distribution.
When the dust had settled, the ad ended up being the most shared Super Bowl ad of its time, surpassing 70 million YouTube views and proving the power of online virality.
Budget and Production
- $3M Super Bowl slot: Early release strategy maximized engagement despite unknown production costs.
- Visual storytelling: No dialogue needed—iconic pop culture reference made it universally relatable.
- Humor meets emotion: The father-son moment adds depth, while the surprise ending boosts memorability.
Marketing Lessons
- Beyond TV ROI: Early online release hit 12M views pre-game, 20M+ within days.
- Pop culture boost: Star Wars nostalgia fueled multi-generational engagement.
- Humor + nostalgia = viral: Father-son dynamic and humor made it one of the most shared Super Bowl ads ever.
6. Budweiser – “Whassup?” (1999)
Budweiser’s “Whassup?” campaign is one of the most recognizable and enduring Super Bowl ads ever, proving that simplicity, humor, and a strong tagline can create a massive cultural impact. What started as a low-budget beer commercial quickly became a global phenomenon, evolving into multiple spin-offs and long-term brand engagement.
By today’s standards, Budweiser’s “Whassup?” campaign went viral, embedding the catchphrase into pop culture and making the brand synonymous with social connection. Its impact was so widespread that it inspired parodies across various media, including a memorable scene in the 2000 film “Scary Movie” where characters humorously mimic the ad’s exaggerated greeting.
The catchphrase also resurfaced in digital culture, with the Annoying Orange YouTube series featuring its own spin on "Whassup?" to entertain a new generation. Due to its overwhelming success, Budweiser extended the campaign with multiple variations over the years, proving that simple, relatable humor can create lasting brand recognition.
The ad remains a gold standard in viral marketing, demonstrating that a simple yet authentic idea can create lasting brand equity and cultural relevance.
Budget and Production
- Low-budget, high impact: Simple execution and a relatable setup made this ad stand out.
- Conversational humor: The laid-back “Whassup?” catchphrase instantly connected with audiences.
- Authentic, unscripted feel: A natural, organic tone made the ad more engaging and memorable.
Marketing Lessons
- Tagline power: A strong slogan keeps the brand memorable for years.
- Relatable humor: Mimicking real-life conversations makes ads more engaging.
- Cultural impact: Using everyday language embeds a brand in pop culture.
7. Snickers – “You're Not You When You're Hungry” (2010)
Snickers’ “You're Not You When You're Hungry” campaign is one of the most successful and enduring Super Bowl ad campaigns, leveraging humor and universal human truth to create a globally recognized tagline. More than just a memorable ad, it reinvented Snickers’ brand messaging and transformed it into a long-term marketing success.
The ad delivered immediate and long-term success, driving a 15.9% sales increase in its first year and adding $376 million in sales over two years. The Super Bowl ad featuring Betty White became a pop culture phenomenon, topping USA Today's Ad Meter and earning references in TV shows like “The Office.” The campaign's universal appeal made it highly scalable, leading to global adaptations featuring Elton John, Robin Williams, and Willem Dafoe, further cementing Snickers' brand identity worldwide.
Snickers’ strategic shift from targeting a niche audience to creating a universally relatable campaign was crucial to the brand’s long-term success. By tapping into a shared human experience — hunger and mood swings — Snickers built one of the most recognizable and enduring brand messages in advertising history.
Budget and Production
- Big-budget investment: Snickers used high production value and celebrity endorsements for broad appeal.
- Star power done right: Betty White’s humor and a sports setting made the ad relatable.
- Universal messaging: The tagline’s flexibility allowed for global adaptations.
Marketing Lessons
- Strategic star power works: Betty White’s unexpected humor made the ad a cultural hit.
- Pop culture boosts engagement: Referenced in TV shows, memes, and future campaigns, reinforcing brand identity.
8. Pepsi – “Cindy Crawford” (1992)
Pepsi's 1992 Super Bowl ad featuring Cindy Crawford is one of the most iconic celebrity endorsements in advertising history. The commercial seamlessly blended star power, visual appeal, and product focus, making it a standout ad that revitalized Pepsi's brand image and became a cultural reference for decades.
It became an enduring pop culture moment, later revisited in updated versions featuring her and her son. Recognizing its lasting appeal, Pepsi revived the campaign 26 years later with the 2018 Super Bowl spot "This Is the Pepsi," investing $5 million to tap into nostalgia. The ad maintained a perfect balance — leveraging Crawford’s star power without letting it overshadow the real focus: the Pepsi brand itself.
Budget and Production
- High-budget production: Super Bowl ads in the early ‘90s required major investments for premium quality and prime slots.
- Minimal dialogue, big impact: Cindy Crawford steps out of a red sports car, sips Pepsi, and captivates two young boys.
- Product remains the star: The boys admire the Pepsi can — not Crawford — reinforcing brand focus.
Marketing Lessons
- Nostalgia fuels brand loyalty: Pepsi revived the iconic ad in 2018 with a $5M Super Bowl spot.
- Striking visuals leave a mark: Crawford + Pepsi can = an instantly recognizable moment.
- Adapting keeps brands relevant: Pepsi refreshed the classic to connect with both new and nostalgic audiences.
9. E*Trade – “Monkey” (2000)
E*Trade's 2000 Super Bowl ad, "Monkey," took a bold and unconventional approach by directly mocking the high cost of Super Bowl commercials. The ad featured a monkey dancing on a stool while two men clapped, followed by the message: "Well, we just wasted $2 million. What are you doing with your money?"
Made by advertising goliath Goodby Silverstein & Partners (GS&P), the offbeat ad not only captured attention but also generated extensive free media coverage, with press and word-of-mouth buzz amplifying its reach.
Despite launching in 2000 — before viral marketing became mainstream — the ad quickly became one of the year’s most talked-about commercials. Its success reinforced E*Trade’s distinct brand identity, setting the stage for future campaigns that leaned into humor and disruption to differentiate the brand in the financial sector.
E*Trade’s “Monkey” ad proved that sometimes, doing less — and doing it cleverly — can leave a bigger impact than an expensive production.
Budget and Production
- $2M low-budget gamble: Minimal production cost, but a bold and effective statement.
- Disruptive and self-aware: Broke the mold by ditching high production and celebrity endorsements.
- Sharp, impactful messaging: Directly reinforced E*Trade’s mission of smart money management.
Marketing Lessons
- Breaking industry norms: A bold, unconventional approach that stood out from typical Super Bowl ads.
- Simple but powerful: Minimalism and a sharp punchline made the ad instantly memorable.
- Humor reinforces brand positioning: Clever execution highlighted E*Trade’s smart money management message.
10. Always – “#LikeAGirl” (2015)
Always' "#LikeAGirl" Super Bowl ad was a groundbreaking campaign that challenged gender stereotypes and redefined a common phrase. Instead of relying on humor or celebrity endorsements, Always took an empowering, thought-provoking approach that resonated with millions.
In just three months, Always' #LikeAGirl campaign achieved a 96% positive sentiment, with audiences praising both the message and the brand. By directly challenging gender stereotypes, the ad sparked global conversations about self-confidence and the impact of language on young girls.
More than just a Super Bowl ad, it evolved into a long-term brand movement, driving engagement across social media, schools, and advocacy groups — reinforcing Always' commitment to empowerment beyond game day. The "#LikeAGirl" campaign enhanced Always's brand image and made a lasting cultural impact by transforming a derogatory phrase into a symbol of female empowerment.
Budget and Production
- High-impact investment: Always backed the ad with a multi-million-dollar budget for an authentic, documentary-style approach.
- Social impact builds trust: Improved brand perception by 80% and earned 96% positive sentiment.
- Story over sales: Focused on a cultural message rather than product promotion, creating deep emotional engagement.
Marketing Lessons
- Purpose-driven branding builds loyalty: Always’ social message strengthened trust and engagement.
- Taking a stand reinforces brand identity: Addressing societal issues creates deeper consumer connections.
- Authenticity resonates: Real people and real stories made the campaign relatable and credible.
How the Top Super Bowl Ads Elevated Brands: Key Takeaways
Super Bowl advertising is one of the biggest marketing investments a brand can make, with ad costs increasing nearly every year. In 2025, a 30-second spot costs $8 million, up from $7 million in 2024 and $5.6 million in 2020. Despite the high price tag, brands continue to invest — because when done right, a Super Bowl ad is more than just 30 seconds on TV.
But what makes a Super Bowl ad truly impactful? As Jesse explains, the most successful commercials don’t rely on heavy-handed product messaging. “The most memorable Super Bowl commercials are funny and surprising. They don't hit you over the head with the product but rather tell a story and elicit emotion,” he says.
For brands, investing in a Super Bowl ad is about building recognition, loyalty, and engagement over time. To maximize ROI, businesses should partner with an expert advertising agency that understands how to craft compelling, high-impact campaigns.
For those willing to take creative risks, the right Super Bowl ad can elevate brand perception, spark industry conversations, and drive meaningful audience connections for years to come.
Top 10 Super Bowl Ads FAQs
1. Why do brands invest in Super Bowl ads despite the high cost?
Super Bowl ads provide unmatched visibility, with over 120 million viewers tuning in annually. The $8 million price tag is justified by long-term brand awareness, viral potential, and massive engagement across multiple channels. When done right, a Super Bowl ad extends beyond game day, creating cultural impact and driving sustained consumer interest, making it one of the most valuable marketing investments.
2. What makes a Super Bowl ad successful?
The best Super Bowl ads use emotion, humor, nostalgia, and strong storytelling to resonate with audiences. Successful ads align with brand identity, leverage cultural relevance, and often feature a memorable tagline or celebrity endorsement. Ads like Snickers’ “You’re Not You When You’re Hungry” and Apple’s “1984” prove that long-term impact matters more than short-term sales.
3. Do Super Bowl ads always lead to increased sales?
Not always. Some ads drive immediate sales spikes, while others focus on long-term brand positioning. Coca-Cola’s “Hey Kid, Catch!” and Apple’s “1984” didn’t push direct sales but solidified brand identity for decades. The real ROI comes from lasting consumer recall, cultural relevance, and continued engagement beyond the Super Bowl.
4. Should smaller brands invest in Super Bowl advertising?
Super Bowl ads are best suited for brands with large marketing budgets and long-term brand-building goals. However, smaller brands can still leverage Super Bowl buzz through strategic digital campaigns, social media engagement, and creative ad tie-ins, maximizing exposure without spending millions.
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