There is one day a year in the United States when nobody takes advantage of the advertising break to go to the bathroom. It sounds so bizarre it could be the plot of a David Lynch movie, but no, we’re talking about the Super Bowl. The final game of the NFL (National Football League) is more popular than Dolly Parton (appears in the spot from Squarespace of this year, by the way) and more analyzed than the career of the Kardashian clan. More than 100 million people – almost 30% of the US population – follow the event in streaming (live online) and it’s a wannabe (want to be) for brands. Getting advertised during the intermission is the goal of any company aspiring to be listed on Wall Street or registered in Silicon Valley.
The advertising spaces are so prohibitive from an economic point of view and the media exposure so brutal that, historically, the pieces that are broadcast are authentic works of art. The truth is that paying 5.6 million dollars (4.6 million euros) for thirty seconds (that’s the rate) and making a bad advertisement should be punishable by prison. There are museum and red carpet pieces like the spot de Apple directed by Ridley Scott in 1984, an homage to George Orwell’s novel of the same name (look at it, it’s incredible); the eternal thirty seconds of Cindy Crawford and a Pepsi in a suburban gas station or the endearing and tiny Darth Vader for Volkswagen.
This year there will be historic casualties such as Budweiser, Coca-Cola or Audi due to covid-19, but genius such as the Droga5 piece for Huggies diapers, the General Motors ad starring a Will Ferrel who hates Norway (his woman is Swedish, simple curiosity) or David Fincher’s return to advertising. We leave you nine spots unmissable. Unfortunately they are all in English. Of course, its big market is the Anglo-Saxon.
If you feel like going to the bathroom, hang on.
Tide
Huggies
General Motors
Cheetos
Uber Eats
Doritos
Bud Light Seltzer
Anheuser-Busch
Rebeca Queimaliños He is a journalist and communication manager for the creative company PS21.
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