Commercials in the Super Bowl have become a cultural phenomenon rather than just promotional material.
Over the years, the commercials during NFL broadcasts, particularly the Super Bowl, have influenced viewership.
In a 2010 report by The Nielsen Company, around 51% enjoyed the commercial itself more than the Super Bowl.
Based on the 25,000 households sample, 49% enjoyed the game more overall, while others liked the Super Bowl more.
Although the odds might have changed recently, the historical impact of ads can’t be overlooked.
Advertising is more effective during the Super Bowl than in regular-season NFL games. Even investors don’t hesitate to spend millions on a few-second commercial spot.
From Apple and Coca-Cola to Volkswagen, all the companies are eager for the multi-million promotion.
According to CNN Business, the going rate for 30 seconds of air time in the Super Bowl was $7 million. However, 10 of the spots went for over $8 million.
Here are the top 10 iconic commercials in the Super Bowl history, incorporating numerous recent and historical commercials.
| Commercial | Super Bowl Airing |
| Coca-Cola – “Mean Joe Greene” | XIV, 1980 |
| Apple – “1984” | XVIII, 1984 |
| Budweiser – “Puppy Love” | XLVIII, 2014 |
| Stella Artois – “David and Dave” | LIX, 2025 |
| Budweiser – “Whassup? | XXXV, 2000 |
| Volkswagen – “The Force” | XLVII, 2011 |
| Always – “#LikeAGirl” | XLIX, 2015 |
| Bud Light – “Big Men on Cul-de-Sac” | LIX, 2025 |
| Pepsi – “Cindy Crawford” | XXVI, 1992 |
| ETrade – “Monkey” | XXXIV, 2000 |
10. ETrade – “Monkey” (2000)
The ETrade “Monkey” commercial aired during the Super Bowl XXXIV in 2000. It promoted self-aware humor about the high cost of Super Bowl advertising.
Bryan Buckley directed the ad at Hungry Man. It features a chimpanzee and two men dancing to Latin music on a boombox.
The iconic ad concludes with the line, “Well, we just wasted $2 million. What are you doing with your money?“
The simplicity and minimal production costs by Bryan Buckley delivered a powerful message during the dot-com boom.
9. Pepsi – “Cindy Crawford” (1992)
The 1992 Super Bowl XXVI Pepsi ad features the great supermodel Cindy Crawford, pulling over in a Lamborghini to a cafe.
Cindy steps out wearing a tank top and short denim, pulls a Pepsi from a vending machine, and takes a sip.
The commercial ends with the announcer stating, “Introducing a whole new way to look at Pepsi and Diet Pepsi.“
Director Joe Pytka’s 1992 ad was a part of Pepsi’s strategy to rebrand itself to the youth and the 90s pop culture.
8. Bud Light – “Big Men on Cul-de-Sac” (2025)
The Super Bowl LIX commercial aired in 2025 featured Post Malone, Shane Gillis, and Peyton Manning. The ad introduced them as “Big Men on Cul-de-Sac.“
They help light up a party in their neighborhood with plenty of Bud Light, launching beer cans with leaf blowers.
This may not already be universally iconic yet, but it undoubtedly brought together a couple of greats together.
Budweiser is one of the companies paying $7 million to $8 million for the 30-second commercial sport in SB LIX.
7. Always – “#LikeAGirl” (2015)
Leo Burnett Chicago, London, Toronto, and Holler Canada’s campaign during the Super Bowl XLIX is still iconic.
The 2015 commercial explored how the phrase “like a girl” is often used derogatorily. It redefines the Like A Girl phrase as meaning to do something strong and positive.
Iconic filmmaker Lauren Greenfield contributed to the campaign, making the mission more impactful and iconic.
It aired on February 1, 2015 around the Super Bowl XLIX. People loved the ad for its groundbreaking social impact.
6. Volkswagen – “The Force” (2011)
Volkswagen has never failed to speak more through its ads than any other company in history.
The commercial features a young boy dressed as Darth Vader, attempting to use the Force on his house.
He then goes near to his dad’s new Volkswagen Passat, after failing to use The Force on everything else. He seeming uses it with the car.
But in the background, it was the boy’s dad using the Volkswagen’s remote start feature.
The ad included creatively promoted the 2012 Volkswagen Passat. It was released online four days before Super Bowl XLV in 2011.
5. Budweiser – “Whassup?” (1999/2000)
Budweiser’s “Whassup?” commercial campaign ran from 1999 to 2002.
Though it aired during the Super Bowl XXXIV in January 2000, it had already become iconic at Monday Night Football.
Actually, it was based on a short film called “True,” written and directed by Charles Stone III.
DDB Chicago and Stone III came together to give us one of the most iconic Super Bowl commercials of all time.
The iconic Whassup? ad imitated the permeated pop culture. The ad was even inducted into the CLIO Hall of Fame.
4. Stella Artois – “David and Dave”
Stella Artois’ 2025 Super Bowl commercial, “David and Dave,” features football legend David Beckham.
Bekhan discovers a long-lost twin brother in America, portrayed by Matt Damon. The ad shows them bonding over a Stella Artois beer.
Ben Affleck directed the famous commercial that aired during the Super Bowl LIX on February 9, 2025.
Stella Artois paid millions for the 60-second commercial, as many companies paid over $8 million for the 30-second spot.
The ‘David and Dave‘ commercial is part of Stella Artois’ year-long “For Moments Worth More” campaign.
3. Budweiser – “Puppy Love” (2014)
The “Puppy Love” ad tells the heartwarming story of a golden Labrador puppy befriending a Clydesdale horse.
When the puppy is about to be adopted, it escapes from its new home multiple times to return to its friend.
Eventually, the humans got involved and decided to let them stay together.
Director Jake Scott’s Super Bowl XLVIII went on to be an iconic commercial in the bowl’s history.
It aired on February 2, 2014, just before the Super Bowl, continuing their “Brotherhood” ad from 2013.
2. Apple – “1984” (1984)
Inspired by George Orwell‘s novel “1984,” director Ridley Scott prepared an ad set in a dystopian future.
This ad promoted Apple’s individuality through technology. It was part of Apple’s strategy to differentiate itself from IBM.
Director Ridley successfully portrayed the Macintosh computer as a tool for personal empowerment. It has a severe impact on people’s views towards Apple.
The 1984 commercial aired during the Super Bowl XVIII on January 22, 1984.
1. Coca-Cola – “Mean Joe Greene” (1980)
The ad, titled “Hey Kid, Catch!“, features Joe Greene limping off the field after a game.
The young boy offers him a Coke. Joe initially declines but later accepts and drinks. As a gesture of appreciation, he hands over his jersey to the boy.
Directed by N. Lee Lacy, the commercial successfully continued the legacy of Coca-Cola’s “Have a Coke and a Smile” campaign.
Despite originally airing on Monday Night Football, it re-aired during Super Bowl XIV in January 1980.
Apple’s 1984 ad has more historical impact, while Coca-Cola’s 1980 ad has more emotional resonance. The top two spots as best Super Bowl commercials could undoubtedly be reverted.
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