The biggest night in football is also the biggest night for the advertising industry. With the big game drawing millions of viewers each year, advertisers invest millions in these crucial placements and commercial production to capture their attention. Year after year, some advertisers win and some lose. But what really makes a winning commercial? Let’s examine the makings of a winning commercial and what makes some of our favorites stick in our memory.
Emotional Appeal: In an advertising environment where almost all commercials are outrageous, the commercials of the big game need tomake us feel something to stand out. Whether it’s excitement, hope, sadness, optimism, or ambition, inspiring the right feeling in your target audience is a key component of a winning commercial. For example, Lay’s “Last Harvest” leaned into a tear-jerker storyline, using cinematic visuals and a nostalgic soundtrack to drive home it’s message.
Memorability: Many big game commercials stick in our minds, going viral and generating social media buzz for weeks following the game. Some even stay stuck in our minds for years after, and becoming recurring themes the brand brings back year after year.
Clear Benefit: Most importantly, viewers should be able to take away the brand or product and its key benefits clearly. Many advertisers get too caught up in telling a story that they forget to tie it back to their brand. For example, Liquid Death’s “Exploding Heads” used an attention-grabbing concept, but connected it back to what makes their product unique. Getting this element right helps ensure a big game appearance makes a meaningful impact on the brand.
While these are core components to a successful appearance at the big game, these factors aren’t only relevant for the big brands on game day. The same principles - strong emotional appeal, shareable concepts, and clear product differentiation - behind 2026’s most successful commercials can be equally powerful at any scale. Approach your next commercial with these things in mind to develop a winning creative for your next campaign and you’re sure to be remembered. At Awarity, we can develop custom commercials for just $1,499 to help your brand stand out or get your brand on the big screen with your existing commercial. If you're interested in learning about Connected TV, please reach out! We'd be happy to discuss how you can build your brand.
