Super Bowl ads have always been more than just commercials. Decade after decade, they’ve grown into cultural moments that define eras, launch brands into the mainstream, and set the bar for what great TV advertising looks like.
And there’s no signs of slowing down. After Super Bowl 59 became the most-watched Super Bowl in history, advertiser demand surged, with brands like TurboTax, PepsiCo, Salesforce, Liquid I.V., Ritz, and Liquid Death locking in placements early. By September 2025, NBCUniversal confirmed that all commercial inventory for Super Bowl 60 officially sold out across broadcast and streaming, with 30-second spots topping $8 million ahead of the Big Game on February 8, 2026.
Here are our top 10 favorite Super Bowl TV ads of all time, spanning decades, categories, and creative styles.
1. "1984" by Apple (1984)
Apple’s iconic “1984” Macintosh ad aired during Super Bowl 18 in January 1984, setting a new standard for creativity and impact and helping turn Super Bowl commercials into must-watch moments. Inspired by George Orwell’s Nineteen Eighty-Four, the ad depicts a dystopian world ruled by a televised “Big Brother” until a lone heroine shatters the status quo. The spot ends by teasing the launch of the Macintosh, promising that 1984 won’t look like Orwell’s vision after all.
What we love: Before Apple’s “1984,” Super Bowl ads largely played it safe, relying on celebrity cameos or straightforward product pitches. Apple took a different approach, telling a cinematic story that made a statement instead of selling features. In doing so, it redefined what a Super Bowl commercial could be and set the creative bar for the decades of memorable, story-driven ads that followed.
2. “Wassup!” by Budweiser (2000)
Budweiser aired its “Wassup!” ad during the Super Bowl in 2000 and quickly became one of the most recognizable commercials of its era. Based on a 1998 short film titled True by director Charles Stone III, the spot features a group of friends casually talking on the phone and repeatedly greeting each other with an exaggerated, laid-back “wassup?” What started as an inside joke among friends instantly turned into a cultural catchphrase, spilling into pop culture, parodies, and even films like Scary Movie later that year.
What we love: “Wassup!” leaned into everyday humor and authentic friendship, making it instantly quotable and culturally contagious long before social media existed. It also fits the Budweiser brand perfectly, capturing the casual, communal moments where the brand naturally shows up, hanging out with friends, watching TV, and sharing a laugh.
3. “Cast Away” by FedEx (2003)
FedEx’s “Cast Away” commercial aired during the Super Bowl in 2003 and parodies the final moments of the 2000 film Cast Away, imagining what happens after a Chuck Noland-like character returns a package he protected for years while stranded on a deserted island. When he finally delivers it to a woman in a quiet suburban neighborhood, she casually reveals what was inside: a satellite phone, GPS locator, fishing rod, water purifier, and seeds (all the tools that could have ended his ordeal almost immediately).
What we love: The ad plays like a knowing wink to Cast Away fans, rewarding viewers who catch the reference without ever overexplaining the joke. By flipping a familiar pop culture moment into a perfectly timed reveal, FedEx reinforced its brand message of reliability and attention to detail in a way that feels clever rather than promotional.
4. “The Force” by Volkswagen (2011)
After more than a decade away from the Super Bowl, Volkswagen returned in 2011 with “The Force,” one of the most charming and widely loved ads in Super Bowl history. The spot features a young boy in full Darth Vader costume attempting to use the Force on everyday household objects, from a washing machine to the family dog, all without success. The payoff comes when he “magically” starts the family’s Volkswagen Passat, only to discover his father triggered it with a remote from inside the house.
What we love: By tapping into Star Wars fandom and childhood imagination, Volkswagen created an emotional story that resonated with viewers of all ages. The product moment feels earned rather than forced, with the car playing a supporting role in a memorable family moment.
5. “Alexa Loses Her Voice” by Amazon (2018)
Amazon’s “Alexa Loses Her Voice” aired during Super Bowl 52 in 2018 and quickly became one of the night’s standout ads. The spot imagines a chaotic scenario in which Alexa suddenly can’t speak, forcing Amazon to roll out a series of celebrity stand-ins to fill in. From Gordon Ramsay and Cardi B to Rebel Wilson and Anthony Hopkins, each replacement hilariously fails in their own way, highlighting just how essential Alexa has become to everyday life.
What we love: This ad succeeded by flipping a product demo on its head. Instead of showing what Alexa does, Amazon showed what happens without her, making the value instantly clear through humor and contrast.
6. “Smaht Pahk” by Hyundai (2020)
Hyundai’s “Smaht Pahk” ad aired during the 2020 Super Bowl and leaned fully into Boston humor to spotlight a new feature in the Hyundai Sonata. The spot brought together an all-star cast of New England favorites, including John Krasinski, Chris Evans, Rachel Dratch, and David Ortiz, who debate the pronunciation and value of Hyundai’s Smart Park remote parking technology. Between the exaggerated accents and back-and-forth banter, the message is clear: the car can park itself, even in a tight parking space.
What we love: Hyundai managed to turn a practical feature into the hero of the story, ensuring viewers walked away understanding exactly what made the Sonata different. It’s a great example of how Super Bowl humor can drive both memorability and message retention.
7. “Forever” by The Farmer’s Dog (2023)
Aired at the 2023 Super Bowl, The Farmer’s Dog’s “Forever” spot delivered one of the most emotional moments of the night. The spot follows a dog and its owner growing older together, from energetic puppyhood to quieter later years, highlighting the everyday rituals that define their bond. It’s a simple story, told without dialogue, that centers on love, care, and the desire to give pets the best life possible.
What we love: Yes, dogs naturally tug at the heartstrings, but “Forever” uses that emotion with intention and care. The story feels genuine and deeply relatable, celebrating the quiet, meaningful moments that define a lifetime with a pet. By tying its product to love, commitment, and quality of life, The Farmer’s Dog created a message that feels hopeful, human, and lasting, making it one of the most memorable ads of the night.
8. “Breaking Bad” by PopCorners (2023)
PopCorners’ “Breaking Bad” commercial aired during Super Bowl 57 in 2023 and delivered one of the most talked-about nostalgia moments of the night. The spot reunited Bryan Cranston and Aaron Paul as Walter White and Jesse Pinkman, with Breaking Bad creator Vince Gilligan returning to write the ad. Set in the familiar desert RV, the commercial plays on the show’s visual style and intensity before revealing the twist: this time, the duo is obsessing over PopCorners, a perfectly legal snack. A cameo from Tuco seals the homage.
What we love: This ad works because it fully commits to the bit. Instead of a surface-level cameo, PopCorners recreated the tone, pacing, and world of Breaking Bad, making it feel like a genuine extension of the series.
9. “Michael CeraVe” by CeraVe (2024)
In the weeks leading up to the Super Bowl in 2024, skincare brand CeraVe leaned into a long-running internet joke that actor Michael Cera might be the brand’s founder. The campaign kicked off with PR boxes sent to influencers labeled “from Michael,” complete with faux Michael CeraVe products, sparking speculation across social media. CeraVe fueled the buzz with influencer unboxings and tongue-in-cheek denials, before finally revealing the truth on game day with a Super Bowl spot featuring the brand’s dermatologists setting the record straight.
What we love: This campaign understood how modern attention works. By stretching the story across social and TV, CeraVe turned a single ad into an unfolding narrative. It was a smart blend of social-first storytelling, celebrity intrigue, and brand trust, proving that the most effective Super Bowl campaigns often start long before kickoff.
10. “Dream Job” by Google Pixel (2025)
Google’s “Dream Job” aired during the 2025 Super Bowl and offered a more emotional take on how AI can show up in everyday life. The spot follows a father preparing for a job interview using Gemini Live on his Google Pixel, practicing answers out loud while his young daughter plays nearby. As the conversation unfolds, the AI assistant reframes his parenting experiences into thoughtful, confident responses, helping him realize that the skills he uses at home translate directly to the workplace.
What we love: Google resisted the urge to over-explain the tech. Instead, it focused on how AI can support people in moments that actually matter. By anchoring innovation in emotion and self-confidence, the ad made advanced technology feel accessible and quietly powerful.
Super Bowl TV Ad FAQs
- Why are Super Bowl TV ads so expensive? Super Bowl ads command premium pricing because they deliver the largest live TV audience of the year. Brands are paying for unmatched reach, cultural relevance, and the ability to create moments that extend far beyond game day.
- How much does a Super Bowl TV ad cost in 2026? For Super Bowl 60, 30-second spots topped $8 million across broadcast and streaming. Pricing reflects not just the airtime, but the scale of attention and advertiser demand surrounding the event.
- Is the Super Bowl still relevant in the streaming era? Absolutely. While the game itself remains a live TV anchor, streaming has expanded how and where audiences engage, before, during, and after kickoff. That shift has made Super Bowl advertising a multi-screen, multi-day opportunity.
- Can brands still benefit if they don’t advertise during the game? Yes. Many brands tap into the surrounding streaming and premium TV ecosystem to align with Super Bowl excitement without buying an in-game spot. Pre-game, post-game, and adjacent programming offer powerful ways to capture attention at a lower cost.
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