The Super Bowl isn’t just the biggest night in American football; it’s also one of the most significant events on the global marketing calendar. With over 100 million viewers tuning in annually, brands see this as a prime opportunity to showcase their creativity, capture public attention, and make a lasting impression. While television commercials often steal the spotlight, billboard campaigns that coincide with the Super Bowl can be just as impactful, reinforcing messages and maximising visibility.
Over the past decade, several Super Bowl billboard campaigns have stood out for their innovation, emotional appeal, and ability to generate buzz long after the final whistle. Here’s a look at some of the most memorable examples and why brands continue to invest heavily in this space.
Why brands invest in Super Bowl advertising
Before diving into the standout campaigns, it’s essential to understand why companies pour millions into Super Bowl-related advertising. The reasons include:
- Unmatched audience reach – With millions of engaged viewers, brands can reach a broad and diverse audience in one go.
- Cultural impact – Super Bowl ads often become cultural talking points, gaining traction on social media and in mainstream media coverage.
- Emotional connection – A well-crafted campaign can create strong emotional connections with audiences, strengthening brand loyalty.
- Cross-platform engagement – A successful Super Bowl campaign isn’t just about a single ad; it extends to social media, billboards, and experiential marketing to create a cohesive brand presence.
Now, let’s explore some of the best Super Bowl billboard campaigns of the past ten years.
1. Budweiser – ‘Puppy Love’ (2014)
One of the most beloved Super Bowl campaigns in recent memory, Budweiser’s ‘Puppy Love’ advert told the touching story of a friendship between a golden retriever puppy and a Clydesdale horse. The emotional pull of the ad was reinforced with outdoor advertising featuring simple but effective visuals: images of the puppy and horse with the Budweiser logo and the tagline “#BestBuds.”
Why it worked:
- Played on emotions, creating a sentimental bond with viewers.
- Tied into Budweiser’s brand identity of tradition and warmth.
- Billboards extended the campaign’s reach, keeping the buzz alive beyond the Super Bowl broadcast.
2. Always – ‘#LikeAGirl‘ (2015)
Always took a bold step in 2015 by tackling gender stereotypes in its Super Bowl campaign. The ad, which aimed to redefine what it means to do something ‘like a girl,’ was widely praised for its empowering message. The campaign was extended through billboards that featured real young girls accompanied by messages challenging outdated perceptions.
Why it worked:
- Took a stance on an important social issue, making it more than just a product advertisement.
- Created a movement, with the hashtag #LikeAGirl trending across social media.
- Billboards reinforced the message in high-traffic areas, ensuring maximum visibility.
3. Tide – ‘It’s a Tide Ad’ (2018)
n one of the most cleverly executed Super Bowl campaigns, Tide’s series of ads humorously suggested that every advert could actually be a Tide ad if the clothes were clean enough. The self-referential and witty nature of the campaign was extended into billboards that mimicked other famous ad styles but were ultimately revealed to be Tide ads.
Why it worked:
- Highly creative and engaging, subverting traditional ad formats.
- Created a viral effect, with people actively looking for Tide’s presence in all ads.
- Billboards provided an extra layer of humour and reinforced the campaign’s message long after the Super Bowl.
4. Amazon – ‘Alexa Loses Her Voice’ (2018)
Amazon took a star-studded approach in 2018 with an ad imagining a world where Alexa loses her voice, requiring celebrities like Gordon Ramsay and Rebel Wilson to take over. The humour and surprise elements of the commercial were extended into billboard campaigns featuring each celebrity in character with witty taglines about their “new roles” as Alexa.
Why it worked:
- Leveraged star power for mass appeal and brand recognition.
- The humour made it highly shareable and engaging.
- Billboards added an interactive element, making the campaign omnipresent.
5. Google – ‘Loretta’ (2020)
Google’s 2020 Super Bowl ad took a deeply emotional approach, telling the story of an elderly man using Google Assistant to remember details about his late wife, Loretta. The simple yet powerful ad resonated deeply with audiences. Billboards extended the campaign with minimalist designs featuring heartwarming snippets of the ad’s dialogue.
Why it worked:
- Tapped into universal emotions of love, memory, and loss.
- Showed technology in a human-centred, meaningful way.
- The billboard campaign’s simplicity made it feel authentic and sincere.
The future of super bowl advertising
As advertising continues to evolve, brands are looking for ways to extend their Super Bowl campaigns beyond TV spots. Digital billboards, interactive outdoor experiences, and social media integrations are becoming increasingly popular, ensuring that campaigns have a longer lifespan and greater impact.
For marketers, the lesson is clear: the Super Bowl isn’t just about one commercial, it’s about creating a multi-channel experience that resonates with audiences long after the game. By combining television ads with strategic billboard placements, brands can maximise their reach, reinforce their message, and create cultural moments that stand the test of time.
With advancements in technology and data-driven marketing, expect to see more personalised and interactive outdoor campaigns that engage consumers in new and exciting ways. When it comes to the Super Bowl, the advertising game is just as competitive as the one on the field.
