forbes.com
Super Bowl Ad Success: Originality, Representation, and Multi-Channel Strategies
With over 100 million viewers, Super Bowl advertising requires originality and diverse representation to resonate; successful campaigns leverage multi-channel strategies, including social media, for sustained impact, as confirmed by SeeHer and Ipsos data.
- What factors determine the success of a Super Bowl commercial, beyond its budget?
- Super Bowl commercials are a major form of entertainment for 71% of viewers, but simply entertaining isn't enough to stand out; originality and ambition are key to creating a memorable campaign, as noted by Anselmo Ramos of GUT agency.
- How do evolving societal trends and values influence the effectiveness of Super Bowl advertising?
- Successful Super Bowl ads in 2025 prioritize representation, counter-stereotypes, and self-agency, which resonate with consumers and build brand trust, according to SeeHer data; eight of the top 10 high GEM-scoring commercials featured diverse representation, boosting purchase intent by over 40%.
- What strategic approaches should brands adopt to maximize the impact of their Super Bowl campaigns in a multi-channel environment?
- Future Super Bowl campaigns must adopt a multi-channel approach, leveraging social media platforms like TikTok for pre-game buzz, real-time engagement, and post-game follow-ups to extend the campaign's lifespan and strengthen brand affinity; consistent messaging across channels is crucial for success.
Cognitive Concepts
Framing Bias
The article frames successful Super Bowl advertising through the lens of creativity, originality, and inclusive representation. While this perspective is supported by data and expert opinions, it could be strengthened by also considering other factors, such as budget, target audience, and specific product/brand messaging. The framing, however, avoids blatant bias by presenting a range of successful approaches rather than promoting a single, specific approach to advertising.
Bias by Omission
The article focuses primarily on the perspectives of advertising professionals and data from SeeHer's GEM®, potentially overlooking other viewpoints, such as those of average viewers or advertisers with less successful campaigns. The analysis might benefit from including a broader range of perspectives to provide a more comprehensive understanding of Super Bowl advertising effectiveness. However, given the article's focus on best practices and trends, the omission is likely due to scope limitations rather than intentional bias.
Sustainable Development Goals
The article highlights the positive impact of gender equality representation in Super Bowl commercials. Studies show that ads with high gender equality scores (as measured by SeeHer's GEM®) significantly boost purchase intent. The inclusion of women in counter-stereotypical roles is specifically mentioned as a key factor in creating impactful and memorable ads. This directly contributes to challenging gender stereotypes and promoting more equitable representation in advertising, a key aspect of SDG 5: Gender Equality.