Why the Super Bowl spots with cultural signals won the game

The Super Bowl weekend isn't just a celebration of American sports, it's a high point for the advertising industry, and one of the most talked about weekends every year. 

It’s a time where even people who aren’t fans of the sport tune in for the game, the halftime show and the ads. There is always chatter in the weeks leading up to the game on which brand will have the best spot, the funniest spot, and which celebrities will be making an appearance. 

Amidst the spectacle of star-studded commercials, what stood out this year were the ads that listened and responded to the cultural signals on social media.

The celebrity factor seems to be a must, but amidst the spectacle of star-studded commercials, what stood out to me this year were the ads that listened and responded to the cultural signals on social media. In the sea of sameness, the brands that took a more unhinged, more meta approach to their spots captured the attention and deserve all the applause.

Above: Uber Eats tapped into a recent meme, showing a strong understanding of social media trends. 

Uber Eats perfectly executed social listening in their ad this year. They jumped on a meme featuring the Beckhams that’s been trending since their Netflix documentary came out and recreated it. Their ad ingeniously addressed a common problem while positioning their product as the ultimate solution, showcasing a strong understanding of social media trends and consumer behaviour. 

Dunkin' not only captured attention but also seamlessly integrated itself into the cultural conversation surrounding the Super Bowl.

Dunkin’ followed a similar format. For years, memes of Ben Affleck drinking Dunkin’ coffee have been plastered all over the internet and so they decided to officially make him the star of this year’s ad again. They tapped into the conversation already being had online but added their own twist,  putting Ben Affleck in his own Dunkin’ boy band. 

By infusing humour, self awareness and some serious stardust - enter Jennifer Lopez, Matt Damon, and Tom Brady - Dunkin' not only captured attention but also seamlessly integrated itself into the cultural conversation surrounding the Super Bowl.

Above: Dunkin Donuts used humour, self-awareness and celebrity to capture attention. 

Other brands took different approaches to their Super Bowl spots but executed them brilliantly, which generated buzz for their brands. I loved CeraVe’s brilliantly absurd spot starring Michael Cera. The concept was almost painfully simple - yep, the name Cera is almost the brand CeraVe - but it was enough to make me laugh and clearly made by people who understand the power of meme culture. 

The silliness of the ad also makes way for memes and social posts.

The silliness of the ad also makes way for memes and social posts to follow, keeping CeraVe’s name at the forefront of consumer’s minds. It’s always a good sign when your brand generates chatter before the spot even drops.

Above: CeraVe's concept, featuring Michael Cera, was simply but effective. 

State Farm, for example, managed to get people talking by using the cinematic approach and incorporating none other than Arnold Schwarzenegger. Their spot was similar to that of a Hollywood blockbuster trailer. It’s a format that commands attention as well as being perfect for social media cutdowns, showing their team had carefully considered the impact of hype on social media around the main event. We’ve been calling that Super Bowl 'surround sound'. 

To make a Super Bowl ad relevant, impactful and memorable, brands need to engage with the cultural signals.

Having celebrities like Messi, Jason Sudekis and Martin Scorsese will always be eye-catching, but to make a Super Bowl ad relevant, impactful and memorable, brands need to engage with the cultural signals and hype on social media surrounding the event. It's not just an insights engine, it’s the key to harnessing cultural resonance and making a truly great Super Bowl campaign.