Though the most obvious appeal is the football game itself, the Super Bowl commercials that air during this beloved sporting event have come to be an event in and of themselves (especially for those viewers who find football to be a bit of a snooze).
With all eyes in the US glued to their screens, Super Bowl ad space has become a coveted (and pricey) way for companies to make an impression. The best Super Bowl ads earn a place in the pop culture canon, remembered long beyond the games themselves. And while there have certainly been some swings and misses, ranging from bizarre to controversial, those top-tier TV spots demonstrate the extent to which an ad can be something more than just crass commercialism. In the best instances, it can approach something akin to popular art, even as they also work to burnish a brand’s popular image or make consumers flock to shelves both literal and virtual.
Whether they're funny, smart, heartwarming, or otherwise, vote up the Super Bowl commercials that belong in their own hall of fame.
- Video: YouTube
1500 VOTESYou’re Not You When You’re Hungry
Advertiser: Snickers
Year: 2010
Star Power: Betty White - one of the first ladies of TV - and Abe Vigoda, famous for his work on Barney Miller
Why It's Great: The late, great Betty White was dubbed “America's Grandmother.” It’s thus especially fun to see her getting down and dirty in a football game, and even more so to have her mouthing off to another player and impugning his manhood. It’s clear White is having the time of her life (as is Vigoda, who has less time on screen but is still his usual deadpan self).
The whole thing feels random and fun, yet the slogan Snickers closes with - “You're not you when you're hungry" - ties it all together in a way that makes total sense, at least to anyone who's ever been hangry.
- Video: YouTube
2376 VOTESAdvertiser: Coca-Cola
Year: 1980
Star Power: “Mean” Joe Greene, Pittsburgh Steelers defensive tackle
Why It's Great: The “Hey kid, catch!” commercial effectively pulls at the heartstrings by juxtaposing Joe Greene’s “tough guy” persona with a little boy who, despite his idol’s stern exterior and injury, still believes he’s the best and offers him America's favorite cola.
The ad was one of the most memorable of Coca-Cola's award-winning “Have a Coke and a smile” ad campaigns, forever defining the act of cracking open a Coke as one of life's simple joys.
- Video: YouTube
3335 VOTESPuppy Love
Advertiser: Budweiser
Year: 2014
Star Power: The Budweiser Clydesdales
Why It's Great: If there's one thing guaranteed to melt even the coldest of Super Bowl viewer hearts, surely it’s a Budweiser puppy. The one in this commercial might be even cuter than usual, and in case that weren't enough to get the waterworks flowing, there's a cross-animal friendship with one of the company’s trademark Clydesdales.
It’s the perfect melding of the old and the new. And while it might not be reinventing the wheel, it doesn't need to. We're already crying.
- Video: YouTube
4357 VOTESAdvertiser: Wendy’s
Year: 1984
Star Power: Clara Peller, an octogenarian who became famous from the ad and subsequently appeared in several more
Why It's Great: A timeless classic, “Where's the Beef?” effectively skewers Wendy’s competitors for an egregious bun-to-beef ratio, and shows just where Wendy's beef is.
Working for it just as well, Peller is equal parts charismatic and incensed - she will take a stand in the face of this injustice. Her “Where's the beef” line, too, had a life of its own post-commercial, becoming an all-purpose critique for anything lacking substance.
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- Video: YouTube
5380 VOTESAdvertiser: Budweiser
Year: 1995
Star Power: Directed by Gore Verbinski, best known for his work on Pirates of the Caribbean
Why It's Great: Looking back, the gradual rise of three frogs croaking the individual syllables of “Budweiser” in rhythmic intonation feels like the sort of simple comedy that could only have come out of the 1990s. Yet with the increasingly loud, flashy, and convoluted ads vying for attention, the commercial's bare-bones approach seems timelessly wise - and has that croaked-out brand name still stuck in heads, decades later.
- Video: YouTube
6351 VOTESAdvertiser: Volkswagen
Year: 2011
Why It's Great: Any commercial that makes use of the iconic Star Wars villain Darth Vader (and his musical accompaniment) is bound to get some love from the ardent fandom alone. But Volkswagen doesn't rely solely on Vader's main character energy, and instead makes an ad about family and childhood that's equal parts funny and sweet.
Most of the credit, though, has to be given to the endearing little boy in the Vader costume, who plays him at a James Earl Jones-caliber. Seeing him finally use the Force, and his own bewilderment at his powers, might be the all-time happiest and cutest of Super Bowl commercial endings (even if the viewer knows who's really wielding the power).
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- Video: YouTube
7236 VOTESAdvertiser: McDonald’s
Year: 1993
Star Power: NBA powerhouses Larry Bird and Michael Jordan
Why It's Great: There’s no denying the megawatt star power of both Michael Jordan and Larry Bird here, both of whom seem to possess an off-the-cuff, camera-ready charisma. Having these two greats in the same ad, not to mention showboating their skills in an increasingly absurd game of Horse, was a recipe for an instant classic.
Of course, the entire competition is over Jordan's Big Mac, and if these two legends are competing for it, it must be pretty damn good.
- Video: YouTube
8253 VOTESAdvertiser: Reebok
Year: 2003
Star Power: Lester Speight, a former football player turned actor who gained fame from the commercial
Why It's Great: Though this hilarious Super Bowl spot might not have made people rush to buy Reeboks - in fact, many didn't even remember what it advertised at all - it did make a comedic icon out of Speight's snappy, take-no-prisoners football player, Terry Tate. Watching Tate violently tackle humdrum office employees going about their cubicle-filled days might just be better than watching actual tackles in the big game - or any game, really.
- Video: YouTube
9278 VOTESAdvertiser: E*Trade
Year: 2008
Why It's Great: Will a baby dubbed with the voice of a finance-bro ever not be funny? E*Trade's popular talking baby campaign put a new spin on an old gimmick, and proved that sometimes a seemingly dumb idea can be incredibly smart - like a commercial that positions online trading as something so simple, a baby could do it.
- Video: YouTube
10253 VOTESThe Man Your Man Could Smell Like
Advertiser: Old Spice
Year: 2010
Star Power: Isaiah Mustafa, who appeared in a number of small roles before rising to fame from the campaign
Why It's Great: Rather than targeting men with a typically “macho” ad, “The Man Your Man Could Smell Like” took a satirical slant and appealed to women. While it’s clear the man in question sees his masculinity as unquestionable and unassailable, there’s something more-than-a-little knowing about his delivery, a slight suggestion that all gender is a performance, as he seamlessly transports himself to increasingly ridiculous backdrops.
At the same time, there’s no denying actor Mustafa’s male beauty and traditionally masculine attributes, which neatly convey the essential aspect of the Old Spice brand.
- Video: YouTube
11189 VOTESMagic Fridge
Advertiser: Bud Light
Year: 2006
Why It's Great: “Magic Fridge” succeeds largely because it avoids the artistic pretensions that so often characterize Super Bowl commercials, keeping things as light as the beer it's selling. Its charm lies in both its appeal to a common game-day conundrum (how to keep one’s friends from drinking all the beer) and the wholesome, unabashed silliness of the guys who are all-too-eager to believe that they've somehow discovered a magical fridge. (And who rightfully pay their respects.)
- Video: YouTube
12162 VOTESAdvertiser: FedEx
Year: 2000
Star Power: Judy Garland, the Munchkins, and the Wicked Witch of the East's legs
Why It's Great: It's more than a little ballsy to use a film as classic as The Wizard of Oz in an ad campaign, which makes the fact that FedEx pulled it off that much more impressive.
Surprisingly enough, the stitching of a modern FedEx truck into the Lollipop Guild scene from the 1939 film is achieved with finesse, and the company effectively delivers the point that they'll go anywhere - even over the rainbow - to ship your goods.
But it's the humorous reveal that arrives with the package delivery - that the munchkins have been inhaling helium to achieve their unique vocals - that seals the deal. (Even if the ensuing controversy caused FedEx to pull the ad.)
- Video: YouTube
13204 VOTESAdvertiser: Apple
Year: 1984
Star Power: Directed by Ridley Scott - who had already directed Alien and Blade Runner - and featuring the voice of actor Edward Grover
Why It's Great: A then-young company, Apple's “1984” riffs off of George Orwell’s historic novel of the same name, highlighting the ubiquitous and stultifying nature of current computer technology - and companies. (Never mind that 40 years later, we're all glued to our Apple screens.)
The young woman (played by Anya Major) with her hammer and Apple-emblazoned tank top works as a representation of the iconoclastic nature of the company and its approach to technology. The powerful ad encourages the viewer to believe the new Macintosh will indeed shatter the old world of conformity, and usher in a new and freer era of tech.
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- Video: YouTube
14274 VOTES'Wassup?!'
Advertiser: Budweiser
Year: 2000
Why It's Great: The phrase, of course, became a phenomenon. But the ad actually originated from a short film by Charles Stone III. “Wassup?!” was an inside joke among his male friends, who would often want to talk to each other but would avoid more direct communication.
It seems this group dynamic - hanging out and drinking beer while not actually saying anything - hit an affectionate nerve in a lot of turn-of-the-millennium men. Thus, a simple, arguably obnoxious phrase comes to represent something that's actually pretty sweet.
- Video: YouTube
15143 VOTESSurprise Dinner
Advertiser: Ameriquest Mortgage
Year: 2005
Why It's Great: The mortgage company was something of an unexpected underdog with its creative '05 spots that culminated in the clean takeaway “Don’t judge too quickly. We won't.”
The ads followed people getting caught in sticky situations that weren't what they seemed - the best featuring a marinara-sauced cat moment that feels funnily absurd and completely realistic at the same time.
- Video: YouTube
16141 VOTESAdvertiser: Amazon
Year: 2018
Star Power: Jeff Bezos (founder of Amazon), Gordon Ramsay, Rebel Wilson, Cardi B, and Anthony Hopkins
Why It's Great: In addition to boasting a truly stunning cast - the inclusion of Anthony Hopkins alone would be worth the whole commercial - this ad slyly demonstrates the ubiquity of Alexa in our daily routines. In doing so, it highlights how many people would no doubt find themselves at something of a loss if they were confronted with an Alexa who no longer functioned with her normal smoothness. (Though it's hard to imagine anyone complaining about Cardi B live-rapping into their living room.)
- Video: YouTube
17143 VOTESAdvertiser: Pepsi
Year: 2002
Star Power: The early 2000s embodiment of star power herself, Britney Spears
Why It's Great: It would have been an easy enough win to throw Spears into a dance-y Pepsi commercial and call it a day. But the ad also pulls something of an “Evolution of Dance” dance, capturing the musical styles across decades of American entertainment, quickly cutting between the now and then. In doing so, it broadens its target audience and suggests there is something transhistorical and universal about Pepsi’s appeal. Not only is it delicious; it's something every generation has enjoyed.
- Video: YouTube
18124 VOTESLike A Girl
Advertiser: Always
Year: 2015
Why It's Great: Some commercials try to simply sell something and leave it at that, but others attempt to make a meaningful social commentary. And while successfully accomplishing the latter is no easy feat, Always hits the mark, contrasting the subtle ways culture diminishes femininity with the unabashed confidence of young girls.
"Like a Girl" ultimately manages to be thought-provoking enough to nudge the needle in how people view girls, women, and femininity in general.
- Video: YouTube
1980 VOTESAdvertiser: Gatorade
Year: 2003
Star Power: Double Michael Jordan
Why It's Great: What's better than one Michael Jordan? Two Michael Jordans. And who better to go up against the best than himself? Gatorade achieves some innovative visuals, showing us a younger, new-kid-on-the-block Jordan versus the experienced Jordan near the end of his basketball career.
The matchup feels alive, the squeaking of their sneakers on the floor making viewers feel like they're close enough to smell the sweat, to feel that throaty thirst that makes you want to reach for - what else? - Gatorade.
- Video: YouTube
2096 VOTESWhen I Grow Up
Advertiser: Monster.com
Year: 1999
Why It's Great: The job site's commercial skillfully juxtaposes the optimism of youth - numerous children appear on screen to pronounce their future aspirations - with the cynicism of what they actually say. It’s darkly humorous, deftly capturing the ennui and sense of frustration of anyone who has found themselves trapped in a less-than-dream job without prospects or the possibility of advancement.
- Video: YouTube
21126 VOTESAdvertiser: Doritos
Year: 2009
Why It's Great: There’s something more than a little unhinged about this Doritos commercial, and the look of almost demented glee of the man staring into a snow globe before hurling it into the snack machine in order to grab the (now free) Doritos.
Of course, even a fortunetelling snow globe isn’t always all it’s cracked up to be, and like so many other pieces of pop culture from the 2000s, this one has to end with some testicles getting smashed by said snow globe.
- Video: YouTube
2296 VOTESJoust
Advertiser: Bud Light/HBO
Year: 2019
Star Power: The Mountain and Drogon from Game of Thrones
Why It's Great: After viewers had watched a series of Bud Light “Dilly Dilly” ads throughout the game, no one saw this twist coming. But in hindsight, who could pull off such an effective 180, in a commercial, but the creators of Game of Thrones?
This was the era where GoT was pretty much the only thing anyone could talk about, so when it turned out the Bud Light Knight was obliterated by none other than the revived-from-the-dead Gregor Clegane, the hype level for the next installment of HBO's hit show was sky-high. And then they flew in the dragon.
(Bud Light, perhaps, was just grateful to be mentioned in the same ad.)
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- Video: YouTube
23147 VOTESAdvertiser: Tide
Year: 2018
Star Power: David Harbour, at the height of Stranger Things fame
Why It's Great: By pointing out the jarringly bright, clean clothing used in TV commercials, Tide effectively accomplished its goal of making every Super Bowl ad a Tide ad. But with the ingenious touch of spoofing the starts of other famous ads, the campaign left viewers awaiting a “Tide” plot twist from every spot that aired - meaning the laundry detergent brand was always on the brain.
- Video: YouTube
2418 VOTESAdvertiser: Dunkin' Donuts
Year: 2024
Star Power: Ben Affleck, Jennifer Lopez, Matt Damon, Tom Brady, Jack Harlow, Fat Joe
Why It's Great: Just when you thought the Bennifer reunion was the nostalgic dopamine hit of the 2020s, the couple starred in a Super Bowl commercial together featuring ‘80s style Dunkin’ Donuts tracksuits, Good Will Hunting references, and the Affleck-Damon bromance in all its Boston-accented glory.
The plot - Affleck drops in on his wife's studio to perform his new Dunkin' jingle, much to her chagrin - might not say much about coffee, but the catchy tune and clever lines ("Here comes the Boston Massacre") make it a memorable win, along with Affleck's impressive commitment to his character and his dance moves.
- Video: YouTube
2579 VOTESDon’t Miss Out
Advertiser: FTX
Year: 2022
Star Power: Larry David, with his trademark snark and cynicism
Why It's Great: Whether as a monk, a courtier, or a Founding Father, Larry David is in fine form (and perfectly cast) in this commercial. It’s truly a blast to see him play the skeptic through pivotal moments across history, always determined to pass up what would later prove to be genius inventions. Of course, it all leads up to FTX and crypto, which, considering that company would later go bankrupt, inadvertently proves David’s final character, at least, was right all along.
- Video: YouTube
2688 VOTESAdvertiser: Google
Year: 2010
Why It's Great: Google's famous ad does what an ad should at its core: sell the product. “Parisian Love” demonstrates some of the infinite day-to-day uses of the search engine and how seamlessly it melds with the rhythms of life, from booking a flight to Paris to finding a cafe near the Louvre. But it's the incredibly moving love story Google tells in the process (and the perfectly selected musical accompaniment) that take this ad from pretty good to one of the greats.
- Video: YouTube
2769 VOTESOne-Second Ads
Advertiser: Miller High Life
Year: 2009
Star Power: Windell Middlebrooks, who had already been in another high-profile Miller High Life campaign
Why It's Great: It’s not every ad campaign that could succeed based on a series of one-second ads, but somehow Miller managed to pull off this remarkable feat, making a clever in-joke on the preciousness of Super Bowl airtime. Though it technically aired only on local stations during the game, rather than the national broadcast, it was still a hit, thanks to Miller's promotional efforts (and to the late Middlebrooks, who has undeniable comedic timing, even when he is only given one second to work with).
- Video: YouTube
28107 VOTESAdvertiser: Mountain Dew
Year: 2016
Why It's Great: Sure, Puppy-Monkey-Baby is divisive. Sure, it begs the question, “What were they smoking?” But in concept, it delivers cleanly: Mountain Dew Kickstart is three great things combined (Mountain Dew, juice, caffeine), much like a puppy-monkey-baby, a hybrid made of three great creatures.
More important, in practice, it also worked. This is an ad living rent-free in the collective consciousness nearly a decade later.
