Lessons to learn beyond the game: The psychological genius of Super Bowl advertising
Each year, the Super Bowl captivates the hearts and minds of millions; not just for the clash of titans on the field but for the high-stakes drama of its commercial breaks. No more so than this year, with its Usher resurgence and TayTay sightings.
Super Bowl ads have become a cultural phenomenon, going from mere marketing to become touchstones of culture and commerce. But what lies beneath this advertising frenzy?
A deep dive into the psychological and behavioural impact behind these trends reveals why this particular time slot — and the extraordinary effort and craft poured into these ad breaks — are so monumental.
The Spectacle of Super Bowl Advertising
Super Bowl commercials are not just ads; they are a multi-million dollar showcase of storytelling, creativity, and innovation. With a captive audience of over 100 million viewers, brands pull out all the stops, making these spots some of the most anticipated moments of the night.
From a psychological standpoint, the sheer scale of the audience provides a unique opportunity for advertisers to leverage social proof, a psychological phenomenon where people copy the actions of others in an attempt to undertake behaviour in a given situation.
The Super Bowl amplifies this effect, with ads becoming talking points across social media, workspaces, and family dinners.
They often aim to evoke strong emotional responses, from humour to heartache, patriotism to social awareness. This emotional engagement is strategic, rooted in the psychological principle that emotions significantly influence decision-making and recall.
From Budweiser’s “Puppy Love”, which aired during Super Bowl XLVIII, leveraged the emotional bond between puppies and horses to create a universally appealing narrative that was more about evoking feelings than promoting beer. This ad topped USA Today’s Ad Meter, showing the power of emotional engagement. So much so that they returned this year for “Old School Delivery”
The Cost of Attention
The astronomical costs of Super Bowl ad slots, reaching upwards of $5 million for a 30-second spot, reflect the premium placed on this unique window of concentrated attention.
The rationale goes beyond mere viewership numbers; it’s about the quality of attention and the communal viewing experience, rare in today’s fragmented media landscape.
Research suggests that Super Bowl ads generate significant brand engagement and sales uplift, not just from direct viewership but through the extended buzz and social sharing post-game.
These ads are more than just commercials; they reflect societal trends, challenges, and shifts. They have the power to spark conversations, drive social commentary, and even influence public opinion.
The 2017 84 Lumber ad, which depicted a mother and daughter’s symbolic journey to become Americans, ignited discussions on immigration, showcasing the Super Bowl’s platform as a mirror to America’s socio-political climate. Ironic, considering how vital this narrative remains this year.
How you can apply Super Bowl Wisdom day to day:
The principles that make Super Bowl ads so impactful can also enhance leadership and communication strategies:
Leverage the Power of Storytelling: Just as effective ads narrate compelling stories, leaders can use storytelling to inspire, motivate, and connect with their teams on a deeper level.
Emotional Intelligence is Key: Understanding and harnessing emotions, as Super Bowl ads do, can improve how leaders communicate, resolve conflicts, and foster team cohesion.
Cultivate Social Proof: In leadership, creating a culture of success and excellence can encourage positive behaviours and attitudes, much like the buzz generated by popular Super Bowl ads.
Reflect and Engage with Societal Trends: Just as ads sometimes address or reflect societal issues, leaders should be aware of and engage with the broader context affecting their teams and stakeholders.
Super Bowl ads are not just a marketing marvel; they’re a masterclass in psychological engagement, storytelling, and cultural commentary.
By understanding the underlying principles that make these ads so powerful, leaders and communicators can find innovative ways to connect, engage, and inspire in everyday contexts.