Halftime Show: Find Creatives That Work and Stand Out

The Super Bowl represents the pinnacle of advertising in the USA, where brands face immense pressure to stand out in a highly competitive, four-hour spectacle. Every year, prominent media outlets and market research firms scrutinize these ads, declaring “winners” and “losers.” Advertisers rely heavily on creative techniques like humor, celebrities, emotional appeals, animals, and music to capture attention. Humor remains a dominant strategy, with emotional engagement proving crucial for connecting with viewers. Celebrity endorsements have also surged in recent years, providing instant recognition and credibility. However, the use of sexual appeals has declined significantly, reflecting societal shifts. This chapter argues that creativity plays a key role in advertising success, but there is no one-size-fits-all approach. Uniqueness and consistency in a brand’s message are essential for boosting brand recall and positive word-of-mouth. Ads that deviate from the norm while staying true to the brand identity are most effective. Ultimately, Super Bowl advertisers must balance creativity with authenticity to maximize the ad’s impact.