By: Theresa Lopez
Super Bowl Sunday marks the only day of the year where standing in front of the television during commercial break poses a semi-serious threat to your own personal safety. It’s also the only day of the year where the big dogs in advertising come not just to play, but to win over viewers nationwide.
Interestingly enough ever since the advent of the Super Bowl, advertisers have always paid a pretty penny for a :30 spot.
In 1967, NBC executives charged advertisers a jaw-dropping $37,500 for a :30 spot during Super Bowl I. Even before advertisers like the late, great Jay Chiat realized advertising during the Super Bowl’s full potential, media executives had some idea that advertising during the Super Bowl was kind of – a big deal.
(In the graph, black represents viewership (in thousands) and green represents cost of :30 spot. Information courtesy of www.adweek.com)
So what made people all across America come to love and appreciate advertising on Super Bowl Sunday?
Here’s some of the major Super Bowl Ads that transformed both the course of the Super Bowl and Advertising, forever from 1973 to 1993
1973 Super Bowl VI
Let Noxema Cream Your Face by Etsy Advertising Agency (Campbell-Mithun)
In a Word – McDonald’s by Needham, Harper and Steers-Chicago
Clydesdales, the Foal – Budweiser
1976 Super Bowl IX
Brother Dominic – Xerox by Allen Kay @ Needham Worldwide
1980 Super Bowl XIII
Mean Joe Greene – Coca-Cola by McCann-Erickson
1982 Super Bowl XV
Hopscotch – McDonald’s
1984 Super Bowl XVII
1984 – Apple Inc. by Chiat/Day
Where’s the Beef
1987 Super Bowl XX
The Choice of a New Generation – Pepsi by BBDO
1992 Super Bowl XXV
Cindy Crawford Celebrity Endorsement – Pepsi by BBDO
1993 Super Bowl XXVI
Michael Jackson v. Larry Bird Nothin’ But Net – McDonald’s by Leo Burnett