Are Super Bowl commercials cool again?

The Super Bowl is so much more than the pinnacle of American football. It’s a cultural phenomenon in its own right, especially in the world of advertising. With over 100 million viewers tuning in annually, the Super Bowl offers brands a golden opportunity to showcase their creativity and innovation on the biggest stage in the world. But this year, the question on everyone’s lips is: Are Super Bowl ads cool again? Recent statistics suggest a resounding “Yes”, with a significant uptick in viewer engagement and social media buzz.

In 2023, Super Bowl ads saw a 30% increase in online searches post-airing, and social media mentions spiked by 40% compared to the previous year. This resurgence in popularity highlights the evolving landscape of advertising and the importance of these ads in shaping brand narratives and consumer perceptions — even in this digital-first age.

We spoke with creator Christopher Claffin to get his take on the resurgence of Super Bowl commercial popularity. 

 

 

 

 

 

 

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A post shared by Christopher Claflin (@christopherclaflin)

Christopher suggests that one reason for increased interest in this high-converting advertising spot might be the surging cost of online advertising. Cost Per Mille (CPM), the price of getting 1000 views on an ad, is increasing across all social media platforms due to more competition in the space. According to Forbes, Snapchat’s CPM has increased by 64%, Facebook’s ad costs have risen by 89%, and TikTik’s CPM has risen by 92%. Brands are acutely aware of this and need to take bold steps to stand out online and ensure their ads remain effective. 

The state of play in 2024

This year, Super Bowl advertising slots sold out faster than ever. This might sound strange in a world dominated by digital advertising, but it signals that competition for viewers’ attention will be more fierce than ever come game day on Sunday, February 11th.

Another phenomenon we see coming out of this highly competitive space is Super Bowl ad commercial trailers. The competition for attention and desire from brands to get the most bang for their buck has led to leading brands like Doritos, Mountain Dew, and Budweiser going the extra mile and releasing trailers for their commercials. 

To dive deeper into this topic, let’s take a look at what smaller brands without big budgets can learn from this new advertising trend. 

How to have a big impact without a billion-dollar budget 

Think beyond a one-time commercial 

In the dynamic world of marketing, savvy brands recognize that a successful ad campaign is more than just a one-off commercial. It’s the gateway to a comprehensive 360 campaign that engages audiences across multiple platforms.

By effectively leveraging a single ad campaign, brands can amplify their message and create a cohesive and immersive experience that resonates with their audience on a deeper level. This could mean extending the narrative of the ad into social media, interactive online content, influencer partnerships, and even offline events, ensuring a consistent and compelling story is told wherever the audience may be. Such a strategy not only maximizes the value of the initial investment but also fosters a stronger, more meaningful connection between the brand and its consumers. 

The key is to craft a campaign that’s not just seen or heard but is experienced in a way that leaves a lasting impact — turning viewers into participants and participants into loyal customers.

Through creative storytelling, targeted engagement, and seamless integration across all channels, brands can transform a single ad into a powerful, multi-part campaign that delivers results far beyond traditional advertising metrics.

One successful example of this is Pepsi’s Super Bowl campaign from 2016. Not only did Pepsi sponsor the Super Bowl 50 halftime show, but they also launched a campaign that extended beyond the event itself and engaged audiences before, during, and after the game. 

Before the Super Bowl

Leading up to the event, Pepsi created a buzz on social media, sharing behind-the-scenes content and teasers of the halftime show. They also encouraged fans to share their own excitement and predictions on social media. 

During the Super Bowl

The Pepsi ad aired during the game, seamlessly integrating their product into one of the most-watched moments on television. They effectively maximized viewership impressions through this traditional advertising approach. 

After the Super Bowl

Following the game, Pepsi continued the momentum with a series of follow-up content, including exclusive interviews with the performers, behind-the-scenes footage, and user-generated content from fans who shared their own halftime experiences. 

Pepsi’s 2016 strategy shows how one ad slot can serve as the centerpiece for a broader marketing initiative — turning a single advertising opportunity into a multi-touch campaign that engages consumers across various platforms and touchpoints. Their approach created a lasting impact well beyond the confines of the game itself. 

Get creative to stand out

In the cluttered advertising landscape, genuine creativity and authenticity are among the best ways to stand out. Authenticity is not just about being different. It’s about creativity, creating a genuine connection, telling stories that resonate with your audience, and presenting your ideas uniquely and in a relatable way. These are things that brands of any size and budget can achieve.

Artlist’s extensive catalog of high-quality and authentic assets is a great place to find the Footage, Music, SFX, and Templates you need to piece together your campaign without having to spend thousands of dollars on expensive shoots or custom music. 

Leverage UGC and organic social media

Nowadays, one of the most effective ways to create authentic and engaging content is by leveraging user-generated content and organic social media. They can complement traditional advertising strategies, offering a raw, unfiltered glimpse into a brand’s real-life applications and impact. UGC creators, with their inherent authenticity and direct connection to their audiences, can amplify a brand’s message in ways that feel organic and trustworthy. 

If your brand has the means to push its content a little further and create an entire 360 campaign, UGC can be even more effective. Organic social content and UGC can amplify the campaign’s reach and deepen the audience’s engagement. You can use it to foster a community of brand advocates, turning passive viewers into active participants. This approach uses the power of creativity to sell and inspire, engage, and build lasting relationships in an increasingly crowded advertising space.

Wrapping up 

We’ve explored the power of Super Bowl ads and the impact of extending these moments into full-fledged 360 campaigns. Creativity, authenticity, and strategic integration across multiple touchpoints are key to captivating and engaging today’s audiences.

Whether you’re a seasoned advertiser aiming to make a splash with your next big campaign or a UGC creator looking to infuse your content with a touch of professional flair, leveraging the right assets is crucial. Artlist offers a treasure trove of high-quality music, sound effects, and stock footage that can elevate your creative projects and help you connect with your audience on a deeper level. Check out the catalog now.