What Makes a Breakthrough Super Bowl Ad? Insights from Online Anthropology

Budweiser: “American Icons”

Budweiser continued its success from Super Bowl LIX, topping the Ad Meter for a second consecutive year (and a record 10th time in the competition’s 38-year history) on the heels of last year’s ‘First Delivery’ spot featuring the iconic Clydesdales.

The brand leveraged its 150th anniversary to strongly associate itself with the USA’s 250th, redeploying the familiar Clydesdale but weaving in the birth of an American Bald Eagle nursed into adulthood by its friendly companion to a Lynyrd Skynyrd “Free Bird” soundtrack.

A wry nod to a tearful “tough guy” horse owner being chided by another (only to blame the sun in his eyes) closes out the 60-second spot, weaving in earned humor to delicately broach de rigueur discourse on modern masculinity.

Budweiser’s spot checks all five of our known success pillars.

1. Could this ad only come from this brand?
   The Clydesdales are not only synonymous with Budweiser, but the Super Bowl itself
2. Is the idea emotionally or culturally earned?
   The ad deftly blends genuine dramatic and comedic resonance
3. Does the execution strike a genuine chord?
   The spot uses its 60-second runtime to build an emotional crescendo rooted deeply in both the brand’s and nation’s histories
4. Is the experience cohesive across touchpoints?
   Taking the concept of a teaser to the next level, Budweiser released its full 60-second commercial two weeks early on January 26 to build a connection with audiences
5. Does it leave a clear, lasting impression?
   As the Ad Meter winner (for the second year in a row), the spot made a valuable impression with viewers

Lay’s: “Last Harvest”

Like Budweiser, Lay’s continued its success from Super Bowl LIX, earning Ad Meter runner-up for a second consecutive year on the heels of last year’s “The Little Farmer” spot, again highlighting real potatoes grown by real farmers in an emotional, 60-second spot.

The brand’s inspiration from real farmers (Neumiller Farms), and commitment to highlighting generational legacy and human connection again resonated in a departure from the “celebrity + comedy” formula popular in recent years. Through its efforts, Lay’s effectively makes real people the “celebrities”.

The brand also reflected its commitment to quality by hiring Oscar-winner Taika Waititi to direct the work. This all runs in parallel with Lay’s larger rebrand to remove artificial dyes, update the logo and feature a potato on the bag after learning 42% of consumers didn’t know their chips were made from potatoes.

The “Last Harvest” ad also aligns with Material’s success pillars:

1. Could this ad only come from this brand?
   The brand successfully built on the strong identity it carved out in last year’s Super Bowl
2. Is the idea emotionally or culturally earned?
   The choice to turn convention on its head and highlight real farmers as celebrities resonates both dramatically and as a departure from the popular “celebrity + comedy” formula
3. Does the execution strike a genuine chord?
   The spot uses its 60-second runtime to express sincere appreciation for real people, and tug at the heartstrings with a father-daughter narrative
4. Is the experience cohesive across touchpoints?
   Lay’s released a teaser in late January, got fans involved with a 100K chip bag giveaway and has committed to donating $1M in the US over the next two years to support the next generation of farmers for a truly cohesive approach
5. Does it leave a clear, lasting impression?
   As the Ad Meter runner-up for the second year in a row, the spot (and brand) clearly resonated with audiences

Pepsi: “The Choice”

Pepsi scored third place with consumers on the Ad Meter in its 30-second ad playfully turning its primary competitor’s iconic brand asset on its head while also nostalgically evoking the 50-year anniversary of the notorious “Pepsi Paradox” taste test.

By focusing on a polar bear choosing Pepsi Zero Sugar over Coke Zero in a blind taste test, the ensuing comic fallout, and ending with a nod to last summer’s infamous Coldplay concert “kiss cam” scandal, the brand dexterously wove historic and current cultural threads together for an impactful result. Like the Super Bowl work for PepsiCo’s sub-brand Lay’s, “The Choice” features Oscar-winner Taika Waititi as director (along with a cameo in the Pepsi ad).

1. Could this ad only come from this brand?
   A perennial challenger, Pepsi’s reference to winning the notorious “Pepsi Paradox” taste test is uniquely Pepsi
2. Is the idea emotionally or culturally earned?
   The ad cleverly turns Coke’s ownership of the iconic polar bear on its head and references “Coldplay-gate” without ever making any explicit statements
3. Does the execution strike a genuine chord?
   The brand earns its laughs through subtlety and cleverness
4. Is the experience cohesive across touchpoints?
   Pepsi shared a trailer in late January to build anticipation
5. Does it leave a clear, lasting impression?
   High Ad Meter placement shows the ad broke through with Super Bowl viewers