The Super Bowl is more than just a football game; it is an event that draws in millions every year. In addition to the excitement on the field, the commercials have also become a major part of the whole experience. Today, these commercials have evolved from humble product promotions in the 1960s to high-budget flashy promotions using celebrity cameos and humor.

The first Super Bowl took place on January 15, 1967, a game between the Green Bay Packers and Kansas City Chiefs. The commercials were fairly simple, using the Super Bowl as an opportunity to reach a large audience. The advertisement mostly consisted of product promotions with not much focus on the entertainment piece, as companies main focus with these promotions was for revenue.

During this time, a 30-second commercial had a low cost of $40,000, which is nothing compared to today’s prices which are in the millions. While the commercials weren’t very flashy like today, they still had a big impact on sales of the products.

Around the 1980s, the commercials began to evolve, with producers realizing how important creativity and humor was to make their commercial memorable to the audience. Instead of focusing on just the product, companies focused on making the commercials engaging and fun, while also showcasing their product and company. One of the most iconic Super Bowl commercials was Apple’s 1984 commercial introducing the Macintosh computer. While the commercial didn’t exactly focus on the computer itself, its message and visuals helped make it unlike any commercials seen before. It introduced the Macintosh computer with a dystopian narrative which grabbed the audience’s attention, and had powerful imagery and symbolism throughout.

 By the 2000s, the cost of a 30-second Super Bowl skyrocketed to about $2 million. With companies having bigger budgets, companies began to create unforgettable commercials that would not only entertain the audience during the game, but also go viral online, as social media platforms started to explode. Advertisers began using these platforms, like Youtube, to promote the commercials before the big game to build anticipation and excitement.

As well as promoting their commercials before the big game, these big brands would interact online during it. A significant example was a Tweet on Twitter, sent during a power outage at the Super Bowl in New Orleans in 2013. Simply stating “You can still dunk in the dark,” becoming a viral Tweet worldwide. This showed to advertisers that with the ability to react quickly during a big event, brands can develop a connection with audiences in real-time.

Today, Super Bowl commercials have become a primary reason to watch the Super Bowl for some. Advertisers have found what really works to create a successful commercial. Humor and creativity are important features of commercials using it to capture the audience’s attention. Celebrity cameos have also become a staple in recent decades, having big names in unexpected roles which can help boost engagement.

While they continue to evolve, the most significant trend emerging in recent years is the shift to more diverse and inclusive commercials, reflecting our society and how it is changing. Advertisers are now more likely to address issues like gender equality, LGBTQ+ rights, and racial justice in their product promotions. The incorporation of inclusivity has led to brands creating stories and focusing on togetherness.

“My favorite Super Bowl commercial this year was the Nike one,” Elianne Song (’26) said. “It focused on women in sports, and how we aren’t getting the recognition we deserve compared to men. The commercial also showed a lot of women of color which was very empowering, and as an athlete, was inspiring.”

The evolution of Super Bowl commercials is a great example of how the advertising industry and society has changed over the past couple decades. What began as an opportunity for brands to share a simple promotion of their product, has grown into an event that is just as much about entertainment as it is about promotion. As technology advances, it is clear that Super Bowl commercials will continue to evolve as well.