For sports fans, the Super Bowl is one of the most anticipated events of the year. With 100 million people watching the game, it’s also one of the most exciting nights in the world of advertising. With 30-second commercials fetching a whopping $5.5 million, creative teams are under pressure to create memorable content that stays with viewers after a night filled with some of the most entertaining commercials they will see all year.
But how would these ads work in an eCommerce setting? Surprisingly, it’s not the most recent ads that work the best. Here are three of the most memorable ads from past Super Bowls, and how well they adapt in an eCommerce-first world.
It’s hard to believe it’s been nearly 30 years since two of basketball’s biggest stars, Larry Bird and Michael Jordan, faced off in a game of Horse. It wasn’t just any game of Horse; the shots were out of this world. The stakes? The winner would get to eat a Big Mac, and the loser would have to watch.
Nineties kids might still remember this commercial vividly because it featured two household-name athletes, fresh off the heels of a 1992 Olympic gold medal, and a little healthy competition.
Super Bowl ads are designed to be so engaging that they will be watched from beginning to end. This opening scene featuring two celebrities that are at their peak recognition as of its airing catches the attention of viewers in the 1.5 seconds window. The gradually more entertaining and difficult shots planned by the players keeps the viewers engaged. The product displays in between each shot provides numerous opportunities to drive conversion.
If this ad were remade today, it would actually not work as is. Instead, it would follow some of eCommerce’s creative best practices. For example, the product would be shown in the first three seconds. A clear and large call to action will be displayed throughout the ad, encouraging viewers to add a Big Mac to cart now.
The ad would also emphasize an important detail that food and beverage shoppers care about when buying ready-to-consume products online: how long it would take to deliver. For a product like the Big Mac, consumers can get it delivered under an hour.
Any list of the best Super Bowl commercials of all time that doesn’t include this classic is at least a bit suspicious. This classic commercial opens with three frogs on lilypads. One of them opens its mouth and says “bud,” then the next opens its mouth and says “weis.” Eventually, the third frog contributes with “er.” At first, the frogs are out of order, but eventually they get it right: “Bud-weis-er.”
This commercial is almost certainly still in your mind’s eye. It works because it’s unique, clever, funny, and unforgettable.
If this ad were remade today, it would actually not work as is. Ideally, Budweiser would be running this campaign three days before the Super Bowl.
The timing of campaigns is important to launching alcohol campaigns, especially if they are centered around specific events. Different types of events have different dates that are ideal, depending on if it is a beer, wine, or spirits brand. Beer is the drink of choice for sporting events. In our experience, three days prior to an event is the best time for beer brands to begin advertising as everyone is preparing for game day.
If you’ve ever read 1984 by George Orwell, you know all about what a dystopian future looks like. In 1984, Apple played off the novel’s themes with a Super Bowl commercial directed by Ridley Scott that portrayed how the computer company was going to liberate the masses with the introduction of its Mactonish line of products later that year. This commercial is particularly notable because it doesn’t show the product being advertised—which is a key strategy brands use today to stand out in mobile feeds.
At the time, this commercial was so successful because it piqued the viewer’s interest in a way a movie might, and it offered an intriguing glimpse into how Apple was going to change the world.
If this ad were remade today, it would actually not work as is. Instead, the product would be front and center, with product details highlighted to inspire purchase intent. Desirable features will be showcased, such as a new camera that takes better photos or the thinness of a laptop for easier transportation. Then, availability and price will be displayed, as stock and affordability are important to electronics buyers considering making a purchase.
It should come as no surprise that the Super Bowl LV will be a little different than in the years past, with fewer fans in the stands and many brands struggling to find the right tone for their advertisements. However, if history is any guide, we still expect to see at least a few memorable moments appear on our screens on Super Bowl Sunday. And we’re really excited to see which brands make the list. We also want to see how much these ads have changed in an eCommerce heavy year.
If you’ll be watching the big game, reach out to us on Twitter to tell us which commercials you thought were most memorable. In the meantime, if you like content like this, sign up for our newsletter and keep your fingers on the pulse of what’s happening in the world of eCommerce.