Super Bowl XLVII - Baltimore Ravens v San Francisco 49ers

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You may not remember the final score, or even recall which teams were competing that year (especially if it wasn’t your team), but we’re quite certain you remember the ads that aired on Super Bowl day.

Never has advertising been more in the psyche of the general public than on Super Bowl day. What was once merely a finale to a competitive sport is now a platform for major brands to flex their muscles and stretch their wallets in a spectacle of creative excellence (most of the time, at least).

The Super Bowl has become more than just the championship game for the NFL Playoff; it is also the championship game for advertising agencies of America.

With a viewership of 112.2million, it’s no wonder that airtime for the Super Bowl is one of the most expensive around the world, at $4m a pop (30 seconds) – and little wonder as to why advertising agencies pull out all the stops to showcase their prowess.

If America’s favourite pastime is baseball, why then isn’t the World Series the most sought after ad space on television? And if the FIFA World Cup is the most watched sporting event in the world, why then isn’t that the platform for advertising juggernauts to thump their chest?

We do not have the answer to these questions, but we do acknowledge that the Super Bowl has successfully branded themselves as a must watch staple for the American public, even if you’re not so much into the sport. And that it is why it has also become congruous with the word “Ad”.

It isn’t enough to just catch up on the Super Bowl – you’re missing a big part of the experience if you forget to catch up on the Super Bowl Ads. And that is part and parcel of the Super Bowl brand, so much so that we are pondering on an American cultural phenomenon half way across the world. That’s good branding, if you ask me.

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