The Super Bowl is more than just a football game; it has become a cultural event that brings together millions of viewers from across the country. While the action on the field is the main attraction, the commercials that air during the game have developed a legacy of their own.
Advertisers pour millions of dollars into creating ads that will not only capture attention in the moment but also leave a lasting impression for years to come. Some commercials are funny, others are heartwarming, and a few have even managed to shape pop culture.
With millions of people watching, companies see the Super Bowl as the perfect opportunity to showcase their best work. In 2024, the average audience for the game was 123.7 million viewers in the U.S. alone. The cost of a 30-second ad has now reached an astonishing $8 million, meaning brands go all out to create something truly memorable. While some ads generate buzz immediately, only a select few become truly iconic.
Over the years, Super Bowl commercials have given us unforgettable moments. From heartfelt stories to clever humor and even tributes to historical events, these ads have made a lasting impact. Some commercials have introduced new products, while others have simply been great storytelling wrapped in a brand message. While ranking the best Super Bowl ads is a subjective task, some have undeniably stood the test of time.
2024 – Dunkin’s “The DunKings”
Dunkin’ is a brand closely tied to New England, and they leaned into that connection in their 2024 Super Bowl ad. The commercial brought back Ben Affleck and Jennifer Lopez, who were joined by Tom Brady, Jack Harlow, and Matt Damon. The ad played with Affleck’s love for Dunkin’ and his attempt to impress Lopez by rapping. The mix of humor and ad-libbed moments made it a fun and memorable commercial, showing how a brand can use celebrity power effectively without making it feel forced.
2023 – PopCorners’ “Breaking Bad”
One of the most surprising Super Bowl commercials in recent years came in 2023 when PopCorners decided to bring back the legendary duo from Breaking Bad. The ad featured Bryan Cranston as Walter White, Aaron Paul as Jesse Pinkman, and Raymond Cruz as Tuco Salamanca. Directed by Vince Gilligan, the creator of Breaking Bad, the commercial captured the essence of the show while promoting the snack. It was a perfect mix of nostalgia and humor, with Tuco delivering his iconic “Tight! Tight! Tight!” line, making it a hit with both fans of the show and casual viewers.
2010 – Google’s “Parisian Love”
Google’s first Super Bowl ad was simple yet incredibly effective. Instead of using flashy visuals or celebrity endorsements, the commercial told a story entirely through search queries. The ad followed a journey from searching for translations in French to finding a job in Paris, looking up churches for a wedding, and finally learning how to assemble a crib. With soft music playing in the background, the ad showcased the power of Google without saying a single word. It was a touching and relatable commercial that resonated with many viewers.
1993 – McDonald’s “Jordan vs. Bird”
Few commercials capture the spirit of competition like McDonald’s 1993 Super Bowl ad featuring Michael Jordan and Larry Bird. The two basketball legends engage in an epic game of H.O.R.S.E., with increasingly impossible shots. Each time one of them makes a shot, the other responds with, “Nothing but net.” The commercial highlighted their competitive nature while promoting McDonald’s food in a lighthearted way. It remains one of the most entertaining ads ever aired during the Super Bowl.
1990 – Nike’s “Announcers”
When Nike decided to air its first Super Bowl commercial in 1990, it took a unique approach. Instead of focusing entirely on its products, the ad showcased some of the greatest sports announcers of all time. The lineup included Pat Summerall, Al Michaels, Don Cherry, Dick Vitale, Harry Caray, and others. Throughout the commercial, clips of legendary athletes like Michael Jordan, Bo Jackson, and Wayne Gretzky played as the announcers commented on the action. The ad’s final moment—“Now a word from our sponsor… Buy. The. Shoes.”—was the perfect way to tie everything together while keeping the focus on sports.
2011 – Volkswagen’s “The Force”
Few Super Bowl ads have been as universally loved as Volkswagen’s 2011 commercial featuring a young boy dressed as Darth Vader. The ad follows the boy as he attempts to use the Force on various objects around the house, failing each time. When his father arrives home and parks the Volkswagen Passat, the boy tries one last time to move the car. From inside the house, the father secretly uses the key fob to start the car, making the boy believe he has finally unlocked his powers. The combination of humor, nostalgia, and heart made it an instant classic.
2000 – Budweiser’s “Wassup?!”
Sometimes, a commercial becomes legendary not because of its deep message but because of how fun and catchy it is. Budweiser’s 2000 Super Bowl ad featuring a group of friends repeatedly saying “Wassup?!” to each other became a cultural phenomenon. The ad was simple, showing friends greeting each other while watching a football game and drinking Budweiser. The phrase took off, becoming one of the most repeated catchphrases of the early 2000s. Even today, people remember and reference the ad, proving its lasting impact.
1979 – Coca-Cola’s “Hey Kid, Catch”
One of the most iconic Super Bowl ads of all time, Coca-Cola’s 1979 commercial featuring Mean Joe Greene, left a lasting impression. In the ad, the legendary Pittsburgh Steelers defensive lineman is seen limping off the field when a young boy offers him a bottle of Coke. Greene hesitates before finally accepting the drink and chugging it down. As the boy turns to walk away, Greene calls him back and tosses him his game-worn jersey, creating a heartwarming moment that became one of the most beloved commercials in history.
2002 – Budweiser’s Clydesdales 9/11 Tribute
The 2002 Super Bowl took place just months after the 9/11 attacks, and Budweiser found a way to honor the moment with a commercial that required no words. The ad featured the iconic Budweiser Clydesdales traveling through New York City before kneeling in front of the skyline where the Twin Towers once stood. The powerful and respectful tribute resonated deeply with viewers and remains one of the most emotional Super Bowl ads ever aired.
1984 – Apple’s Macintosh Commercial
If there is one Super Bowl ad that stands above the rest, it is Apple’s 1984 commercial. Directed by Ridley Scott, the ad took inspiration from George Orwell’s novel 1984 and depicted a dystopian society under the control of “Big Brother” — a symbolic representation of IBM. In the commercial, a lone woman in bright clothing runs through the crowd and hurls a sledgehammer at a massive screen displaying propaganda. The moment the screen shatters, a voice announces the arrival of the Macintosh computer. The ad never showed the product, but it perfectly set the stage for Apple’s reputation as an innovator.
Super Bowl commercials have become an art form of their own, blending creativity, storytelling, and marketing. Some ads make us laugh, some make us cry, and others leave a mark that lasts for decades. While the list of great commercials continues to grow each year, the ads above have secured their place in history.
