Big Game Blockbusters: System1’s Secrets to Super Bowl Success

Ahead of Super Bowl Sunday, an array of the world’s biggest brands are lining up their big-budget plays to win audiences’ attention. But what makes for an effective Super Bowl ad? The team at System1 has dedicated itself to answering that question in recent weeks, and marketing SVP Vanessa Chin gave LBB an inside look as to which ads the creative effectiveness platform is expecting to perform well. 

“Creating a perfect Super Bowl ad isn’t a guarantee, but there are elements which can boost its effectiveness,” she begins. “Effective storytelling is one example. Lay's tugs at heartstrings with its Super Bowl ad, showcasing a touching narrative where a young girl aids her family's potato harvest. This rewarding story not only warms the hearts of viewers but also builds lasting emotional connections, both long- and short-term.”

Another trend which is already dominating the ads for Super Bowl LIX – perhaps more than we’ve ever seen before – is celebrity endorsements. When done strategically, this can help an ad cut through on game day. “Celebrities should have a strong connection to the brand and be integrated into a compelling narrative, such as Ben Affleck's Dunkin' ad,” notes Vanessa. 

In the instances where celebrities don’t feature, memorable characters represent another opportunity for ads to forge an emotional connection. “Memorable characters, like Budweiser’s Clydesdales and the E*Trade babies, build powerful emotional associations in the minds of consumers,” explains Vanessa.

Yet making an impact on the day of the game is one thing – and an ad that sparks a lasting connection or association in a consumer’s mind is entirely another. It’s here that System1 takes a serious interest, analysing what ingredients go into an ad that leaves a long-term impression. 

“To achieve a lasting impact beyond the Super Bowl, brands should focus on brand-building and entertainment rather than just sales,” begins Vanessa. “Driving positive emotions in viewers is crucial for winning attention and creating mental availability for a brand. Tactics like effective storytelling and brand characters can help build a memorable narrative around the brand, ensuring it comes to mind when consumers are ready to purchase.”

Of course, effective storytelling is easier said than done. A story that moves someone isn’t necessarily going to be all positive, all the time. “The caveat here is if negative emotions are resolved positively within the ad, it can be effective,” says Vanessa. “For example, Amazon Prime’s 2023 spot ‘Saving Sawyer’, which ranked fourth on System1’s ad tracker that year, initially showed a dog’s anxiety when his family left the house but it ended on a positive note with a new puppy friend to keep him company.”

But this year specifically, it seems like celebrities are the favoured approach for most brands. “Celebrity usage in Super Bowl ads is expected to increase, based on teasers and pre-released ads,” observes Vanessa. “Celebrities can create nostalgia and cultural references, making ads memorable. Over the past five years, 61% of Super Bowl ads featured a celebrity, and this trend is likely to continue.”

Perhaps that’s no surprise, given the star power of Lionel Messi, Jason Sudeikis, and Dan Marino contributed to Michelob’s ‘Superior Beach’ being named the most effective ad of last year’s Super Bowl according to System1’s ‘Star Rating’ metrics. “To predict long-term brand growth based on the ads’ creative quality, we calculate star rating by measuring emotional response to each ad,” explains Vanessa. 

Given that airtime during the Big Game is becoming more expensive year-on-year, it’s more important than ever that brands make the most of the opportunity to forge an impression. Despite the costs, however, Vanessa still believes the Super Bowl provides marketers with a platform like no other. 

“The Super Bowl is a unique mass-market moment for marketers,” she concludes. “While the price of a 30-second commercial – which this year came in at $8 million – always garners attention, the size of the audience can make it an invaluable showcase for major brands to launch campaigns that prove effective well beyond the game itself, meaning the appearance is what each brand makes of it. This means they must make the most of it with all eyes on them for 30 to 60 seconds using effective creative strategies such as humour, strategic celebrity placements and storytelling.”