The Super Bowl isn’t just a football game—it’s a stage where advertising legends are born. Over the decades, Super Bowl ads have transformed from simple product promotions to cultural phenomena that people eagerly anticipate alongside the game itself. These commercials don’t just sell products; they create moments that live on long after the final whistle.
From a $42,000 price tag in 1967 to the staggering $7 million cost in 2025, the evolution of Super Bowl ads mirrors the growth of the event itself. Let’s take a closer look at how these commercials became an essential part of the Super Bowl spectacle.
The Humble Beginnings: 1960s and 1970s
The first Super Bowl in 1967 was a far cry from today’s extravaganzas. Back then, a 30-second commercial cost just $42,000—a figure that pales in comparison to today’s $7 million price tag. The ads themselves were straightforward, focusing on product features rather than storytelling or emotional appeal.
One standout from this era was Noxzema’s ad featuring quarterback Joe Namath and actress Farrah Fawcett. The commercial cleverly used Namath’s star power and Fawcett’s charm, showcasing how early advertisers were beginning to experiment with celebrity-driven content.
By the 1970s, the Super Bowl was attracting larger audiences, and advertisers started pushing boundaries. Coca-Cola’s iconic “Hey Kid, Catch!” ad featuring Mean Joe Greene became a cultural touchstone, proving that commercials could tug at the heartstrings while still promoting a product.
The Birth of Iconic Ads: 1980s
The 1980s marked a turning point in Super Bowl advertising, with brands beginning to view the event as a stage for groundbreaking creativity. The defining moment of this era was Apple’s “1984” ad, directed by Ridley Scott. Using dystopian themes and cinematic visuals, the ad introduced the Macintosh computer as a revolutionary product. It wasn’t just a commercial—it was an event that left audiences stunned and set a new standard for what Super Bowl ads could achieve.
Coca-Cola also made waves with its “Mean Joe Greene” ad, which paired emotional storytelling with a memorable tagline. These commercials showed that the Super Bowl was no longer just about the game; it was becoming a showcase for creativity and innovation.
The Era of Humor and Celebrities: 1990s
The 1990s saw advertisers fully embrace humor and celebrity endorsements as key strategies. Pepsi’s 1992 ad featuring Cindy Crawford sipping a Pepsi became an instant classic, blending star power with sleek visuals. This era also introduced Budweiser’s legendary “Budweiser Frogs,” proving that simple, quirky humor could captivate millions.
Doritos emerged as a fan favorite, consistently delivering funny and creative ads that resonated with audiences. Advertisers were no longer just selling products; they were crafting moments that people couldn’t stop talking about the next day.
The Multi-Million Dollar Boom: 2000s
As the new millennium dawned, Super Bowl ads became bigger, bolder, and more expensive. By the early 2000s, a 30-second commercial cost around $2.2 million. Brands like Budweiser and FedEx dominated the airwaves with large-scale productions that rivaled Hollywood films.
This era also saw the rise of internet companies like GoDaddy, which used provocative and edgy ads to grab attention. Meanwhile, campaigns like Budweiser’s “Wassup” became cultural phenomena, showing that a simple catchphrase could achieve global recognition.
The Digital Revolution: 2010s
The 2010s brought a seismic shift to Super Bowl advertising, thanks to the rise of social media and online streaming. Brands began releasing teasers and full commercials online before the game, building anticipation and maximizing their reach.
One of the standout ads of this decade was Volkswagen’s “The Force,” which featured a young boy dressed as Darth Vader trying to use the Force. The ad was heartwarming, humorous, and perfectly designed for the age of viral content.
Social media also became a powerful tool for brands. Oreo’s “Dunk in the Dark” tweet during the 2013 Super Bowl blackout demonstrated how real-time engagement could rival even the most expensive commercials. The Super Bowl had become a multi-platform experience, with brands connecting with audiences across TV, Twitter, and beyond.
The Big Leagues: 2020s
Today, Super Bowl commercials are full-fledged productions, with budgets rivaling blockbuster movies. At $7 million for a 30-second spot, the stakes are higher than ever—but so are the rewards. The Super Bowl consistently draws over 200 million viewers worldwide, offering brands unparalleled exposure.
Recent trends include inclusivity, nostalgia, and star-studded casts. For instance, Bud Light revived its “Real Men of Genius” campaign with a modern twist, while Doritos partnered with influencers to engage younger audiences. Advertisers are increasingly focused on creating emotional connections and delivering ads that resonate on a deeper level.
The Future of Super Bowl Ads
As technology advances, the future of Super Bowl advertising promises to be even more exciting. Imagine commercials that use augmented reality (AR) or virtual reality (VR) to immerse viewers in a brand’s world. Hyper-personalized ads tailored to individual preferences could become the norm, thanks to data-driven insights.
Sustainability and social responsibility are also likely to play a bigger role, as consumers increasingly support brands that align with their values. The next generation of Super Bowl ads will blend innovation, creativity, and purpose to capture the hearts and minds of audiences.
Final Thoughts
The evolution of Super Bowl ads reflects the changing landscape of advertising and the growing importance of storytelling, humor, and technology. From a $42,000 investment in 1967 to a $7 million spectacle in 2025, these commercials have become as much a part of the event as the game itself.
As we gear up for Super Bowl LIX, one thing is certain: the commercials will once again steal the spotlight, making us laugh, cry, and marvel at the magic of advertising.
What’s your all-time favorite Super Bowl ad? Share your thoughts in the comments below!