Super Bowl commercials have evolved into a spectacle of their own, with iconic ads becoming as much a part of the game as the teams themselves. Each year, the most-watched sporting event in the world isn’t just about the touchdowns—it’s about the creativity, the emotions, and the bold marketing strategies that unfold during those 30-second moments. From humor to heartwarming moments, Super Bowl ads push the boundaries of storytelling, leaving audiences captivated and talking long after the final whistle.
To explore what makes these commercials so unforgettable, we asked the AMA Baltimore Board and our all-star panel of refs of the upcoming The Big Game, Bigger Ads: A Look Back at Super Bowl LIX Commercials That Scored (or Fumbled) to rate 10 of the most iconic Super Bowl commercials of all time, inspired by rankings from Entertainment Weekly and People.
Each commercial on the list has nailed at least one of these key criteria:
- Sparked desire
- Nailed the product use
- Stirred emotions
- Radiated influencer/star power
Dive into our rankings and discover what made these ads so impactful—and why they continue to shape the conversation around the Super Bowl.
10. Coca-Cola’s “Hey Kid, Catch!” (1980)
AMA Team Average: 3/5 | Refs Average: 3.33/5
Why It Was Impactful: This timeless ad blended sports with sentimentality, showcasing a touching moment between NFL legend Mean Joe Greene and a young fan. The universal message of kindness and the nostalgic connection to sports solidified its place in advertising history.
9. FedEx’s “Cast Away” (2006)
AMA Team Average: 3.5/5 | Refs Average: 3/5
Why It Was Impactful: Drawing on the popular Cast Away film, FedEx’s ad cleverly used humor and pop culture references to emphasize the brand’s reliability, even in the most extreme circumstances, delivering a memorable message with a touch of comedic brilliance.
8. Pepsi’s “Woodstock Reunion” (1994)
AMA Team Average: 3.5/5 | Refs Average: 3.25/5
Why It Was Impactful: Nostalgia and humor collided in this ad, where Pepsi brought together former Woodstock attendees to relive the magic. It celebrated generational connections while promoting a youthful, vibrant brand identity that resonated with the audience on multiple levels.
7. Amazon’s “Alexa Loses Her Voice” (2021)
AMA Team Average: 3.5/5 | Refs Average: 3.75/5
Why It Was Impactful: Amazon’s humorous take on what would happen if Alexa lost her voice, combined with celebrity cameos, was a fun and innovative way to showcase the brand’s capabilities while entertaining viewers. Its blend of humor and innovation made it an ad that was hard to forget.
6. Snickers’ “Betty White” (2010)
AMA Team Average: 3.75/5 | Refs Average: 4/5
Why It Was Impactful: This ad’s perfect blend of humor and relatability made “You’re Not You When You’re Hungry” an instant classic. Betty White’s comedic timing brought universal appeal, and the ad’s message remains memorable to this day.
5. Budweiser’s “Respect” (2002)
AMA Team Average: 3.75/5 | Refs Average: 4/5
Why It Was Impactful: In a deeply reflective and understated approach, Budweiser’s “Respect” ad paid solemn tribute to the victims of the September 11 attacks. It showed how the power of silence and simplicity can convey the most powerful emotions, making the ad a standout in its respectful approach to remembrance.
4. Google’s “Parisian Love” (2010)
AMA Team Average: 4.25/5 | Refs Average: 4/5
Why It Was Impactful: With its simple yet powerful storytelling, Google’s “Parisian Love” captured how search engines seamlessly weave into life’s pivotal moments. Without a single word, the ad told a heartfelt story, relying on emotion and the universal theme of love, making it a standout example of emotional resonance.
3. Tide’s “It’s a Tide Ad” (2018)
AMA Team Average: 4.5/5 | Refs Average: 4.25/5
Why It Was Impactful: Tide’s campaign turned the big game into an interactive experience, making viewers question whether every ad could secretly be a Tide ad. Its self-awareness and creativity set a new benchmark for ad campaigns, showing that humor and unpredictability could dominate the game.
2. The Farmer’s Dog’s “Forever” (2023)
AMA Team Average: 4.33/5 | Refs Average: 4.5/5
Why It Was Impactful: The Farmer’s Dog’s “Forever” campaign masterfully taps into one of the most profound and universally relatable emotional connections: the bond between humans and their pets. This ad delivers a powerful narrative that speaks to the deep, unwavering love we have for our dogs, with a focus on the precious time we share together.
1. Apple’s “1984” (1984)
AMA Team Average: 4.75/5 | Refs Average: 5/5
Why It Was Impactful: Apple’s “1984” redefined the advertising landscape with its cinematic style and bold messaging. Directed by Ridley Scott, the ad depicted a dystopian world where Apple’s Macintosh represented a revolutionary escape from conformity, positioning the brand as a symbol of empowerment through innovation. It demonstrated that technology could inspire independence and challenge the status quo. It proved that ads could be more than product promotion; they could be powerful messages that shape a brand’s identity and inspire audiences to think differently.
Honorable Mentions:
- Xerox’s “Monks” (1977)
- Wendy’s “Where’s the Beef?” (1984)
- Budweiser’s “Whassup?!” (2000)
- Doritos’ “Don’t Touch My Momma, Don’t Touch My Doritos” (2010)
Get Ready for The Big Game, Bigger Ads
The Super Bowl commercials aren’t just a break from the action—they add to the magic of the game, creating moments that are remembered long after the final play. These iconic campaigns do more than sell products; they spark conversations, evoke emotions, and even shape cultural moments. As we gear up for another Super Bowl, we invite you to continue the conversation at our upcoming The Big Game, Bigger Ads event at Oversea Distillery on Thursday, February 13, 2025.
Join us as we break down some of the most talked-about ads from Super Bowl LIX with a panel of expert marketing “refs,” offering fresh insights into the strategies behind the campaigns that will leave their mark on this year’s big game.
Don’t miss the chance to see the ads (and the strategies behind them) in a whole new light. Mark your calendars and register now for this exciting event!
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