Before there was 1996’s Space Jam, there was this 1993 ad featuring the first buddying up of “Air Jordan” and “Hare Jordan.” The ad was visually significant for blending real-world footage with cartoon images, a style pioneered by films like 1988’s Who Framed Roger Rabbit? Meanwhile, it treaded new ground for the well-worn approach of pairing two American icons to drive sales—with the twist that, in this case, one of those icons was fictional.
After not running a game day spot in over a decade, Volkswagen kickstarted a new era of Super Bowl advertising by unveiling “The Force” online the week before the championship. The early release—which has since become a widespread practice—created unprecedented pre-kickoff buzz around the commercial, helping it earn the titles of most-shared Super Bowl ad of all-time and second most-shared TV commercial ever.
2014’s most popular Super Bowl ad was also one of its most adorable: the sweet love story of an adorable golden retriever puppy and one of the beer brand’s iconic Clydesdale horses. Set to the dulcet tones of Passenger’s “Let Her Go,” the ad racked up tens of millions of online views and proved that the combination of fluffy animals and a heartfelt message, divorced from the product itself, is often a winning combination.
“Where’s the Beef?” started out straightforward enough: as a way for Wendy’s to call out rivals McDonald’s and Burger King for skimping on their hamburgers. But the catchphrase quickly earned pop culture valence and was used to call into question seemingly anything appearing to lack substance. The 1984 ad, which was first broadcast in the days leading up to Super Bowl XVIII, not only helped to boost Wendy’s revenue by 31% that year, it played a supporting role in the 1984 Democratic primaries, when former Vice President Walter Mondale used the phrase to criticize policy proposals from Senator Gary Hart. The slogan has been credited for helping Mondale revive his flagging campaign, not to mention sell more meat.
Budweiser’s Clydesdales are a regular presence during the Super Bowl. But “Respect” stands apart. The ad—without narration—paid tribute to the victims of the Sept. 11 attacks. It also featured footage taken by the first film crew allowed to operate in the airspace above lower Manhattan since the attacks. Ten years later, Budweiser released an updated version showing One World Trade Center’s construction in progress. The original ad aired only once and laid a template for brands to tastefully respond to national crises.
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