SuperBowl Ads Are Stupid.
SuperBowl ads are the ultimate brand and agency vanity play, and we need to talk about it. Yeah, I said it. And before anyone gets all riled up about the “cultural moment” or “brand exposure,” let’s break down the reality here.
Brands are forking over $7 million for 30 seconds of airtime. Factor in production costs, celebrity talent fees, and the hype machine that kicks into gear weeks before kickoff, and we’re looking at a $15-20 million spend. For one ad. One.
Now, riddle me this, how many SuperBowl ads can you actually remember from last year? Or even five years ago? Odds are, not many. For every “Dilly Dilly!” or “Like a Girl” that sticks, there are dozens that evaporate the moment the game clock hits zero.
It wasn’t always this way. Remember when SuperBowl ads were a surprise? A big reveal? Now they’re leaked weeks in advance, splashed across social media in some desperate attempt to extend their lifespan. Over the last few years, we’ve seen “BIG GAME ADS” like Hellmann’s stunt with Billy Crystal and Meg Ryan. Released three weeks early and I assume not even airing during the game itself because they can’t call it a “SuperBowl ad” without paying for the privilege. It’s newsjacking at its finest, coattail riding on the hype of an event they aren’t even part of.
So here’s a wild thought, what if brands took that $15-20 million and spread it over a 12-month campaign? What if we invested in sustained storytelling, authentic engagement, and creativity that wasn’t crammed into 30 seconds? Imagine the ROI. Imagine the cultural impact when you’re consistently top of mind, not just a flash in the pan. Instead of a single, high-profile moment, brands could be creating meaningful touchpoints throughout the entire year, building loyalty, deepening relationships, and driving actual conversions rather than just brand awareness.
And one last thing, why is it that only SuperBowl ads are deemed worthy of greatness? Shouldn’t every ad strive for that level of creative brilliance? Why do we let mediocrity slide 364 days a year and only raise the bar for one Sunday in February? If brands and agencies truly believe in their creative prowess, why not bring that A-game every day of the year? Where’s the pressure to make TV, digital, and experiential campaigns just as impactful? If brands put the same energy into always being memorable, they wouldn’t have to rely on a single day’s spotlight.
I get it, there’s a rush in playing on the biggest stage, with all eyes glued to the screen. But true marketing mastery isn’t about the biggest stage, it’s about the most meaningful impact. Let’s aim for longevity, not just a momentary spotlight.
Alright, I’ve said my piece, let’s hear yours. Do you think SuperBowl ads are worth the splurge, or is it time for brands to rethink how they’re spending their millions? Comment below! Let’s debate.
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