Super Bowl Commercial Techniques

By E. M. Foster

It’s that one special time of year again. That’s right, Super Bowl night. Actually, Super Bowl Commercial night is more like it. One Sunday of the year, advertisers can rejoice, knowing that their attempt at creative and humorous commercials will actually be viewed by the millions of people who would normally TiVo through the ads. Let’s face it, depending on the team you support, or your overall interest in the game (or lack thereof), the commercials really do end up being the best part of the evening.

As a current Wisconsinite, and converted Packers’ fan, my viewing interest this year entirely lies in the commercials. This got me thinking- what makes a Super Bowl commercial so successful? What is it about these short clips have still have me invested in tuning into the big game? As a way to attempt to analyze this thought, I have pulled together some techniques and examples I have observed over the years:

Bob Dole Pepsi Commercial

Super Bowl Commercial Technique 1: Having some form of satire is good, particularly if it involves comparing a certain “little blue pill” to a “little blue can”.

Fed Ex Castaway Commercial

Super Bowl Commercial Technique 2: Having current pop culture references to overrated films that your company had the leading product placement in creates consistancy. (And is it just me, or does this mock Tom Hanks look a bit like the current Geico cavemen?).

Brittany Spears Commercial

Super Bowl Commercial Technique 3: Having over the top production value, a cheesy choreographed dance routine, and a pop superstar never hurts.

Volkswagen Commercial

Super Bowl Commercial Technique 4: Kids, even dressed up like villains, are always adorable and a top seller. Always.

E-Trade

Super Bowl Commercial Technique 5: Boardering on the edge of funny, cute, and a little creepy, will keep the viewers not only guessing how they are feeling, but also have your product engrained in their heads (for better or for worse).

The last Super Bowl Commercial Technique I couldn't find an example for, and that is because it is so simple: It just needs to be entertaining. Really, the best commercials are a little quirky, strait to the point, and overall just fun to watch. So, as I am about to head out to a friend’s place to catch the game, I look forward to what this year’s commercials will bring.