At least one of them will make you cry.
Brands—and the NFL—are well aware of what they’ve got: In 2020,cost advertisers between $5 million to $5.6 million, a price tag that has rocketed up almost every year since 1970, when it was a now-quaint, then-astronomic $78,200. Which begs the question: Is it really worth it?
Most brands think so. Elizabeth Lindsey, a managing partner with Wasserman, a company that strategizes with many of the brands that partner with the NFL, toldin 2017 that “it’s the last bastion of programming that people feel is must-see, in the moment, live,” and that “I would argue the Super Bowl is a cultural experience far more than it is an individual game. It’s a gathering. And regardless of how you watch, at the end of the day, it’s social.
But with that kind of pressure, not everybody lives up to the hype. Some spots, though, become iconic, remembered decades after they aired, far after the fates of the players in the game that surrounded them have faded from memory. Here are 16 of the most memorable Super Bowl ads of all time—from expertly orchestrated emotional arcs and click-bait-ready celebrity cameos to heritage companies making new moves, or just plain clever branding.
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