Super Bowl commercials have long been a cultural phenomenon, sparking conversations, laughter and even debate on social media in real time. But as technology and consumer habits evolve, so too do advertisers’ strategies. On Sunday (Feb. 9), this tradition will continue as millions worldwide tune in as the Kansas City Chiefs face the Philadelphia Eagles in Super Bowl LIX.
The Daily spoke with Michael Goldberg to explore how Super Bowl ads have shifted in creativity, consumer engagement, and return on investment—and what these trends reveal about broader shifts in advertising and culture.
Goldberg, a professor in the Department of Design and Innovation at Case Western Reserve University Weatherhead School of Management and the executive director of the Veale Institute for Entrepreneurship, has spent years teaching entrepreneurship—and cheering for his hometown Cleveland Browns to finally make the Super Bowl.
Read on for his insights.
Q: How do you perceive the evolution of Super Bowl commercials over the past decade in terms of creativity and impact on consumer behavior?
Goldberg: When I watched the Super Bowl with my family as a kid, there was only one relatively small screen to focus on, which was showing the game and the commercial breaks. Now, viewers are engaging with their phones (and other screens) in addition to watching the Super Bowl on a giant flatscreen TV. Thus, advertisers are using Super Bowl advertisements to encourage views to engage with their brands on social media or through mobile apps. This hopefully extends the impact of Super Bowl commercials beyond the actual game. And critically, advertisers are able to capture valuable data and user information from viewers engaging on their mobile devices in a way they could not do in the past.
Q: Can you highlight any standout trends or themes that have emerged in recent Super Bowl ad campaigns?
Goldberg: One area of growing emphasis from advertisers has been in the area of social and environmental responsibility. A great example was Dove’s “Hard Knocks” commercial from last year’s Super Bowl. The ad highlighted Dove’s Body Confident Sport Program, a collaboration with Nike, offering resources to help educators boost girls’ self-esteem and keep them engaged in sports. Interestingly, viewers never see a bar of soap in the commercial. It is about positioning the Dove brand around an important social issue.
Q: From an economic perspective, what role do Super Bowl ads play in the broader advertising industry, particularly in terms of ROI for companies?
Goldberg: Since the Super Bowl is one of the most-watched television events in the U.S., brands are willing to pay top dollar to air commercials to drive brand awareness. One example experts cite as a great return on investment for the advertiser was Volkswagen’s 2011 ad called “The Force,” which featured a child dressed as Darth Vader attempting to use “The Force” on various objects around his home. He is ultimately surprised when he seemingly starts the family car, a Volkswagen Passat, thanks to his father’s remote control. Following the ad’s success in making an emotional connection with viewers, Volkswagen reported a substantial increase in sales for their Passat.
Q: Could you discuss the strategic significance of celebrity endorsements in Super Bowl ads?
Goldberg: It seems as though every year a variety of celebrities appear in Super Bowl commercials. One of my favorites was Hyundai’s “Smaht Pahk” ad from the 2020 Super Bowl featuring actor Chris Evans, comedian Rachel Dratch, and former Boston Red Sox David Ortiz. The ad humorously showcased Hyundai’s new Sonata with its “Smart Park” (or “Smaht Pahk” in a Boston accent) feature. The commercial played on the Boston accents of the celebrities, who banter about the car’s ability to park itself in tight spots. The use of celebrities with Boston ties, combined with the exaggerated Boston accent, made the ad both humorous and relatable.
Q: How can consumer-driven advertising campaigns shape future trends in marketing effectiveness and audience engagement?
Goldberg: Thinking way out of the box (or bag) this year was Doritos, which offered $1 million to the winner of a competition for the best Super Bowl ad as part of a Doritos Crash the Super Bowl contest. The winners were Ohio-native Dylan Bradshaw and his co-director and best friend Nate Norell. The commercial, titled “Abduction,” involves an alien conspiracy theorist sleeping at his desk holding a bag of Doritos.
By involving consumers in the brand’s marketing efforts, Doritos fostered a sense of ownership and loyalty among participants and fans. And they may have stumbled upon a more cost effective way to produce commercials!