January 28, 2016

The Best Super Bowl Ads of the 2010s

Laura Wilcox – Assistant Creative Director

The Super Bowl is just around the corner, and you know what that means—COMMERCIALS! At $4.5 million for a 30-second spot, the Super Bowl is basically a televised World Series in advertising. And, if we’re honest, no one really watches the Super Bowl for the football, anyway. It’s all about brats, brands and Beyonce. Sorry, NFL. In preparation for the big game, we’re throwing it back to some of the most iconic (and impactful) Super Bowl ads of the 2010s.

Ready? Hut, hut, hike! Or whatever they say….

The Man Your Man Could Smell Like, 2010

Previously dubbed the brand of budding tweens everywhere, Old Spice was struggling to compete for new customers. Until Isaiah Mustafa, that is. The Man Your Man Could Smell Like received 5.9 million YouTube views in the first day. That’s more than Obama’s victory speech! In the end, the ad campaign boosted sales 107 percent and swooning all the ladies everywhere. Yes, all of them.

Mathew Broderick’s Day Off, 2012

Rule number one in advertising: know your audience. In 2012, Honda recreated a John Hughes classic hoping to hit those 80s teens (now affectionately known as Mom and Dad) with unparalleled nostalgia. The ad was so successful that 8 million people viewed the video online before the commercial aired at the Super Bowl. Life moves pretty fast. Thankfully, Honda does too.

Dunk in the Dark, 2013

Oreo chose to see the glass half full—full of milk, that is. During a power lapse in the 2013 game, Oreo spun together a real-time ad with the caption “Dunk in the Dark.” The ad was designed, approved and distributed within minutes. In the end, the image was shared more than 20,000 times and garnered more 525 million earned media impressions. Obviously, their success is black and white.

Like a Girl, 2015

So many feels! Deemed the Best Digital Campaign of the year by Adobe, Always’ “Like a Girl” reflects a new school of thought in marketing. By choosing an advocacy campaign over product placement, the ad resonated with viewers on a far more personal level. The video received 54 million views on YouTube alone, and 76 percent of girls ages 16-24 said that after watching the commercial they no longer viewed the expression “like a girl” as an insult.

Think we missed one? Tweet us your favorite Super Bowl ad at @jonesprinc and let your voice be heard. Who knows! We might even feature your ad on our page.

Share: