Every year, millions of viewers eagerly tune in to the Super Bowl, not just for the football, halftime show, or to watch Taylor Swift, but also for my favorite part: the commercials. Super Bowl commercials have become ingrained in American culture, often sparking conversations and debates and even becoming more memorable than the game itself. What is it about these advertisem*nts that captivate us so deeply? The answer lies in how these commercials appeal to our psychology.
Super Bowl commercials leverage the power of emotion to make a lasting impact on viewers. Whether it's humor, surprise, or familiar celebrity faces, advertisers understand that tapping into our emotions can create a strong connection between their brand and the audience. For example, Budweiser's iconic Clydesdale commercials evoke feelings of warmth and tradition, while State Farms' humorous ad leaves us laughing days after the game is over. By triggering emotional responses, these commercials embed themselves in our memory, ensuring that we remember the brand after the Super Bowl hype has passed.
Psychological Feature 1: Humor
One of the most appreciated and entertaining elements of life is humor. Everyone loves to laugh, and we see brands going all-out to get a chuckle from their viewers when it comes to Super Bowl commercials. In some ways, it can feel like most Super Bowl ads are competing to see who can be the funniest. My favorite example of this comes from the State Farm commercial aired during the 2024 Super Bowl. It features the heroic insurance agent Arnold Schwarzenegger, who relentlessly attempts to pronounce the company's tagline, “like a good neighbah, State Farm is there.” It then becomes apparent he struggles with any word that ends in R. Paper becomes “papah” and backstabber becomes “backstabbah” when Danny DeVito finally drops in to save the tagline. Tapping into our funny bone is a shortcut success tactic for any commercial, and this is evident by the number of brands opting for humor in their Super Bowl commercials.
Psychological Feature 2: Surprise
People are inherently curious, and we like to solve puzzles and mysteries. The mystery/thriller category of books, shows, and films is among the most popular forms of entertainment, and for good reason. The emotion of surprise is difficult to capture in short-form content like commercials, but brands that can capitalize on establishing an “ah-ha” moment can stand out from the crowd. My favorite example of a brand creating a surprise this year was Michael Cera starring as the brand champion of CeraVe. It’s a fun play on words and creates a shock-value link between the brand and the actor’s surname, creating buzz and a random yet sticky association between the cream and the "Superbad" actor.
Psychological Feature 3: Celebrities
The final but most common psychological feature that draws us into Super Bowl commercials is their use of celebrities. Jennifer Aniston, Christopher Walken, Cardi B, Beyonce, Leo Messi, and many more all made appearances this year. Injecting a familiar face into a commercial immediately grabs our attention and establishes credibility from the audience once a household name appears on the screen. My favorite example of this was Dunkin’ Donuts casting an armada of celebrities, all surrounding a dramatic interaction between Ben Affleck and J-Lo. How often do you see an A-list singer (J-Lo), actor (Ben Affleck), and athlete (Tom Brady) all in a single ad?
In conclusion, Super Bowl commercials are more than just advertisem*nts; they are masterful displays of psychological entertainment. By using humor, tapping into emotions, and casting major celebrities, advertisers can create commercials that resonate deeply with viewers long after the game is over. In doing so, they not only promote their products but also shape our perceptions, attitudes, and behaviors in a positive way toward their products. As we eagerly watch each year's Super Bowl commercials, we are reminded of the powerful intersection between advertising and human psychology.
