Archibald Williams picks their all-time favourite Super Bowl spots ahead of Monday’s Big Game

The gang at Archibald Williams look back on their favourite Super Bowl ads before the 2022 Superbowl next Monday.

We’re ad people, so let’s face it, we get pretty excited this time of year. That’s right, Super Bowl time.

And it’s not just about the endless American snack food and excuse to watch sport in the middle of a workday. Waiting in anticipation to see what brands and their agencies have dreamt up is like Christmas for us creative types.

This year, to help get us in the spirit, we’re taking a look back at some of the best Super Bowl ads to date. Enjoy!

Old Spice: Smell Like a Man – 2010

No surprises here, Weiden + Kennedy’s wickedly clever campaign came in at the top of the list for a few members of our team.

First and foremost, it’s hilarious. But there’s far more merit there that deserves celebrating.

As our Master of Craft, Jason Hilzinger, puts it, it was the first of its kind to utilise the style and level of production – from the fast-talking script, spoken directly to camera, to the visual gags, and funny backdrops.

“It took an old fashioned, tired brand and reinvented it with a simple, yet smart, strategy.”

It plays to a core insight that women purchase over 70% of men’s hygiene products (no surprises there) and hits the nail on the head with an attractive, aspirational man and language that literally speaks directly to women. Yet, the content still manages to capture men with comical gags and clever language (because let’s be honest, he is the man you want to be).

For Senior Art Director, Chris d’Arbon, the timing of this ad could not have been any better, arriving on the advertising scene the same time he was, and reassuring him that, ‘if this was the North Star of the industry, then I was in the right place’.

“It taught me that great advertising is like an awesome person. It’s interesting, smart, witty, and people can’t help but love it. It brings people together.”

We tend to agree – great people and great ads really do bring people together.

Volkswagen: Darth Auto – 2011

Let’s get the obvious out of the way here, it’s absolutely adorable. Totally hits you in the feels – you don’t even have to be a car person.

It cleverly brings to life a cute, feel-good storyline as a vehicle (see what I did there) to demonstrate the exciting new product features. As Senior Copywriter, Ross Cockrill points out, to make a good Super Bowl ad, chances are you’re shelling out some big bucks on usage rights or celebrities, and VW nailed it with this one by choosing The Imperial March. Worth every penny.

Budweiser: Whassaup – 2000

Nothing like a good ad from the early naughties to take you back to what the Super Bowl is all about. As chosen by Senior Designer, Andy Reynolds, this ad is ridiculously simple – which makes it all the more impactful.

This ad went viral before viral was a thing, and it became a catch phrase embedded in pop culture, being referenced in Friends, The Simpsons, The Office, and a number of movies. And, as Andy quite rightly points out – 22 years on, if you heard ‘Whassup’ today, you’d still think of Budweiser.

Newcastle Brown Ale: Behind the Scenes of a Mega Huge Football Ad – 2014

As Hollywood’s resident no bullshit funny girl, this ad was bound to be a hit with Anna Kendrick front and centre.

The best thing about this ad is that it didn’t even air on TV but instead was seeded across social media, which really, was the whole point. It was a clear and clever way to get around (and poke a bit of fun at) the exorbitant prices of booking a Super Bowl spot, not to mention even being able to get your hands on one of those as a challenger brand.

But it was the social-first thinking and shareability that really struck Senior Copywriter, Annie Bettis. “It was a clever and bold move from a brand that was… less well-known than those other Super Bowl famous beers. And it earned them a whole heap of respect (and probably a heap more sales too).”

Rocket Mortgage: Certain is Better – 2021

Bringing in something from more recent times, we stumbled across this fun, choose-your-own-adventure style ad from Rocket Mortgage which aired during last year’s game.

Tracey Morgan appears out of the woodwork to take potential home buyers on a wild ride through a series of fast-cut, action-packed hypothetical scenarios where it pays to be more than ‘pretty sure’.

For example, you’d rather not be ‘pretty sure’ the mushrooms you’ve foraged aren’t poisonous or ‘pretty sure’ you’ve got your parachutes in order for skydiving. All to say your ability to afford your mortgage should be something you’re certain about – and Rocket Mortgage can help.

It’s a fun way to talk about a boring thing. Simple.

So, there you have it. The Archibald Williams round up of our favourite Super Bowl Ads through the years. Can’t wait to see what weird and wonderful ads this year brings. Now, time for us to get prepped and start building that 7-layer dip!

Agency Team:
Art Director: Chris d’Arbon
Master of Craft: Jason Hilzinger
Designer: Andy Reynolds
Senior Copywriter: Ross Cockrill
Copywriter: Annie Bettis