Every year, millions of fans gather to watch the Super Bowl—not just for the touchdowns, but for the ads that steal the show. These commercials are more than flashy visuals and catchy slogans; they’re carefully crafted moments designed to leave a lasting impression. What’s the secret behind an ad that goes viral before the final whistle? To uncover the magic formula, we spoke with Tim McMahon, PhD, associate professor of practice in marketing and management, who shares how storytelling, psychology and cultural resonance come together to create Super Bowl ad legends.
McMahon: Super Bowl ads stand out because they are crafted for the largest, most culturally significant stage in advertising. The key is a combination of factors: first, the sheer size of the audience—hundreds of millions globally—and second, the social and cultural context. The Super Bowl is more than just a game; it's a shared experience. People gather at parties, talk about the ads at work the next day, and collectively engage with what they’ve seen.
The most effective ads are memorable because they tell a story. Whether it’s humor, heartwarming moments or inspiring values, these ads resonate deeply with audiences. Think of the Budweiser Clydesdales—those ads are about more than beer. They tap into themes of nostalgia, resilience and even patriotism, creating emotional connections that stick with viewers long after the game ends.
McMahon: Advertising, at its core, is psychology. Successful Super Bowl ads leverage our innate tendencies to form emotional connections. For example, ads featuring puppies or heartwarming family moments work because they align with preexisting associations in our minds—puppies are friendly, warm and lovable.
Additionally, the social aspect of the Super Bowl amplifies these emotions. Watching an ad with a group of people creates a shared cultural memory. When everyone at the party laughs at a clever commercial or gets teary-eyed over a touching one, that collective experience makes the ad more impactful.
McMahon: There’s been a noticeable shift from purely entertaining ads to ones that are more purposeful. Storytelling has become a dominant trend, allowing brands to communicate their values alongside their products. Today’s consumers want to align with brands that stand for something, and Super Bowl ads have responded by focusing on values like diversity, sustainability and perseverance.
McMahon: One of the lessons I emphasize in my courses is that students should focus on building their reputation, not just a brand. At this stage in their lives, it’s more about discovering their values and portraying their authentic selves. Authenticity resonates—just like in advertising. The most successful Super Bowl ads are those that feel genuine and align with the brand’s core identity. For students, this translates into being true to who they are and letting that authenticity guide their interactions.
McMahon: That’s always a tough question, but there are a few that stand out. The Budweiser Clydesdales ad following 9/11 is unforgettable. It saluted New York City in such a poignant, respectful way that it struck an emotional chord with the entire nation. Another one is Chrysler’s ad featuring Eminem and Detroit—it was gritty, authentic and deeply tied to the city’s identity. Great Super Bowl ads aren’t just about selling a product. They’re about creating a moment—something viewers will remember and talk about for years to come.