The Top 10 Best Super Bowl Ads of All Time (With Videos)

Here’s a rundown of the top 10 best Super Bowl ads of all time and why they worked from a marketer’s perspective. It’s a lesson for Australian marketers about the power of storytelling, star power, and why sports is the perfect gateway to reaching mass audiences. If you’re wondering why investing in a sports star might be worth it for your next campaign, read on.

Check out Pickstar's Top 10 best super bowl ad moments below (and then browse all the AFL, AFLW, NRL or NRLW stars available to feature in your next campaign.)

Forget the game—this ad changed the game. Apple’s “1984” ad, directed by Ridley Scott, wasn’t just a commercial. It was a declaration of war against conformity. It positioned Apple as the revolutionary brand, the underdog taking on the tech giants. No product shots, just a powerful narrative.

Why It Worked: Apple used the Super Bowl’s massive reach to redefine its brand. It wasn’t just a commercial; it was a brand manifesto. Apple didn’t just want to sell you a computer; it wanted to change the way you thought about technology.

Why It’s Brilliant for Australian Marketers: This ad proves you don’t need endless pockets if you have a strong message. For Aussie brands, it’s about aligning with big sporting moments like the AFL or NRL finals and making every second count. It’s not about budget—it’s about standing for something bigger.

A simple yet iconic ad featuring Michael Jordan and Larry Bird engaging in a trick shot contest to win a Big Mac. Each shot gets more ridiculous than the last, with the challenge ending on the classic line: “Nothing but net.”

Why It Worked: It wasn’t just about showing two famous faces; it was about capturing the essence of competition, something that resonates deeply with sports fans. It combined the natural rivalry between two basketball legends with a light-hearted twist, making it engaging and memorable.

Why It’s Brilliant for Australian Marketers: McDonald’s didn’t need a special effects budget or fancy locations—just two sports stars and a simple premise. For Australian brands, the lesson is clear: keep it simple and let the natural charisma of sports stars carry your message. You don’t need to go all out—just find the right moment and the right story.

Jordan and Bird weren’t just playing for a burger; they were representing the kind of competitive spirit that every sports fan loves.

It’s a reminder that sports stars bring with them stories that resonate. For Australian marketers, the lesson is clear: use your ambassadors to bring out those stories, not just to promote a product. When done right, it doesn’t just sell—it creates a cultural moment that people talk about long after the ad ends.

Pepsi rolled out Cindy Crawford in a red Ferrari to buy a can of Pepsi. The ad didn’t just sell a drink; it sold a moment, an image, a sense of aspiration. It’s one of the most iconic Super Bowl ads ever.

Why It Worked: This ad was all about the power of simplicity. It wasn’t about complex storytelling or high production values—it was about creating an image that made an ordinary product feel special. Pepsi used star power to make a basic soda feel luxurious.

Why It’s Brilliant for Australian Marketers: You don’t need a Ferrari or a supermodel to make this work. It’s about capturing a simple, aspirational moment. Australian brands can achieve this on social media with far less—using relatable, authentic content that taps into a desire. It’s about making your brand feel like a must-have, even if you don’t have a Hollywood budget.

Budweiser’s “Whassup?” ad became more than a commercial—it became a cultural catchphrase. A group of friends calling each other and asking “Whassup?” in exaggerated tones was enough to capture the attention of millions and become part of the everyday vernacular.

Why It Worked: This ad hit the sweet spot of cultural relevance. It didn’t need an elaborate plot or expensive sets. It was just a simple idea, executed well, that turned a beer ad into a cultural phenomenon.

Why It’s Brilliant for Australian Marketers: Don’t think you need flashy production to make an impact. Sometimes, the best ads are the simplest. For Australian brands, the trick is to tap into a cultural moment or create one of your own. A good idea, well-executed, is more powerful than a big budget.

This wasn’t your standard car ad. Chrysler’s “Imported from Detroit” featured Eminem and was less about horsepower and more about heart. It celebrated the resilience of Detroit and positioned Chrysler as a brand that understood the city’s spirit.

Why It Worked: Chrysler used a sense of place and local pride to tell a bigger story. It didn’t rely on flashy visuals—just the raw, genuine energy of a city. The ad felt authentic, and that’s what resonated.

Why It’s Brilliant for Australian Marketers: It’s a reminder that you don’t need to hire an A-list star or create something overly polished to connect with your audience. Australian brands can lean into local pride and authenticity, using relatable stars or local stories to build real connections with audiences.

Snickers brought in Betty White, then in her late 80s, to play a young man who’s terrible at football until he eats a Snickers. It was funny, memorable, and became a springboard for a global campaign.

Why It Worked: Humour, combined with a celebrity who contrasts the situation, made this ad an instant hit. Snickers didn’t rely on fancy visuals; it used a simple, relatable joke to deliver its message.

Why It’s Brilliant for Australian Marketers: Don’t underestimate the power of humour and relatability. A funny, well-timed ad with the right sports star can go viral on social media without requiring a huge spend. It’s about creating shareable content, not just expensive content.

Old Spice was a brand for your granddad—until Isaiah Mustafa told you to “look at your man, now back at me.” The ad was surreal, fast-paced, and a perfect mix of absurdity and charm. It revitalised a brand that many had written off.

Why It Worked: Old Spice took a risk with this ad, but it paid off because they understood their audience. They didn’t need a blockbuster budget—just the right personality and a clever script. It was the message, not the money, that made this ad a hit.

Why It’s Brilliant for Australian Marketers: It’s a reminder that creativity can be more important than cash. Australian brands can use local athletes or personalities in unexpected ways, turning the familiar into the surprising. It’s about having a fresh angle, not a fancy budget.

Doritos took a different approach—they invited their fans to create their own ads, with the best ones airing during the Super Bowl. It turned the audience into content creators, and the results were often hilarious.

Why It Worked: Doritos understood that letting the audience have a voice could generate serious engagement. They didn’t spend big on Hollywood directors—they handed the reins to their fans and created a sense of community around the brand.

Why It’s Brilliant for Australian Marketers: You don’t need to hire a production team to create content that resonates. Sometimes, letting your audience tell the story can be more powerful than any scripted ad. For Australian brands, engaging fans and involving them in the creative process can be a game-changer.

Hyundai’s ad featuring two people using a car’s remote start to escape a couple of grizzly bears was pure fun. It highlighted a practical feature of the car in a humorous, high-stakes situation.

Why It Worked: Hyundai used humour and suspense to make a simple car feature memorable. It wasn’t about spending big; it was about creating a narrative that fit the excitement of the Super Bowl.

Why It’s Brilliant for Australian Marketers: You don’t need a high-octane budget to create a high-energy ad. It’s about finding a way to bring your product’s benefits to life in a way that sticks with viewers. For Aussie brands, think about how you can inject a little fun and surprise into your product story.

Volkswagen’s “The Force” ad features a young child dressed as Darth Vader, trying to use “The Force” to move objects around his house. It’s funny, heartwarming, and ends with a clever nod to the car’s remote start feature, much to the child’s surprise.

Why It Worked: It combined humour, nostalgia, and a universally recognisable cultural reference. The ad didn’t rely on special effects or high production costs; it was a simple story that everyone could relate to.

Why It’s Brilliant for Australian Marketers: You don’t need to buy the rights to Star Wars to make a great ad. It’s about capturing a feeling or a moment that resonates. Use cultural touchpoints that matter to your audience, and create ads that feel personal rather than polished. Authenticity wins every time.

While the NFL and its Super Bowl dominate the American sports marketing landscape, Australia has its own powerhouse platforms: the AFL (Australian Football League) and the NRL (National Rugby League). These leagues represent much more than just sport; they are cultural touchpoints that Australian marketers can leverage to build deep connections with audiences—just like brands do with the NFL in the U.S.

The NFL Playbook: How American Brands Get It Right

The NFL is a masterclass in how to use sport as a stage for marketing. With the Super Bowl as its crown jewel, the league has become the go-to for brands wanting to make a cultural impact. The Super Bowl isn’t just a game; it’s a national event where ads often steal the spotlight. Brands like Pepsi, Nike, and Budweiser have capitalised on this, using iconic NFL players and high-energy narratives to connect with millions of viewers in an instant.

The result? A successful ad or endorsement can turn a brand into a household name overnight. But it’s not just about the Super Bowl—every Sunday game during the season provides a massive platform for brands to leverage the passion of football fans. Sports stars like Tom Brady, Patrick Mahomes, and Aaron Rodgers become synonymous with the brands they endorse, creating authentic connections with fans.

The AFL & NRL: Australia’s Super Bowl Moments

While the scale might differ, the AFL and NRL are Australia’s answer to the NFL’s cultural significance. For Australian brands, the AFL Grand Final and the NRL Grand Final are marquee events, similar to the Super Bowl in their ability to draw mass audiences and create a shared national moment. Here’s what Australian marketers can learn from the NFL’s playbook and apply to their own leagues:

• Cultural Relevance & Reach: Just like the NFL, the AFL and NRL are more than just sports—they’re cultural pillars. AFL is a symbol of community, pride, and resilience in cities like Melbourne and Adelaide, while NRL holds a similar status in Sydney, Brisbane, and other parts of New South Wales and Queensland. Marketers can tap into this by aligning their brands with these leagues, speaking directly to the values that fans hold dear.

• Emotional Engagement: In both the AFL and NRL, fans experience highs and lows throughout the season, creating an emotional connection that brands can tap into. The NFL has shown that when you partner with a sports star or align with a league, you’re not just sponsoring a game—you’re becoming part of the emotional journey that fans go through every week. For Australian brands, choosing an AFL or NRL star as an ambassador means aligning with someone who is deeply connected to the heart of their audience.

Why Sports Stars Matter: From Tom Brady to Nathan Cleary

One of the key similarities between the marketing success of the NFL and the potential of the AFL and NRL lies in the power of sports stars. The NFL has mastered the art of using star players like Tom Brady and Aaron Rodgers to humanise brands and create memorable campaigns. These athletes don’t just play—they represent something larger, whether it’s determination, leadership, or the underdog spirit.

The AFL and NRL offer brands a unique opportunity to connect with Australian sports fans. Gary Ablett Junior is a name that’s synonymous with greatness in the AFL; his dedication and consistent excellence have endeared him to fans everywhere. Nathan Cleary, a 4-time premiership star with the Penrith Panthers, is celebrated for his composure and skill, especially when the stakes are high. Partnering with athletes like these means aligning your brand with the integrity and determination they embody, creating a powerful connection with their devoted followers.

This is where Australian marketers have a huge opportunity. Just as Nike uses LeBron James to symbolise excellence in basketball, Australian brands can use a player like Gary Ablett Junior to represent commitment, legacy, and the essence of AFL, or Nathan Cleary to embody precision, leadership, and the passion of rugby league. It’s all about finding the right ambassador whose values align with your brand’s story, and using that connection to craft a narrative that fans can genuinely connect with. When you match the right athlete with the right message, you create a story that resonates with fans and drives real engagement.

Why the AFL & NRL Grand Finals Are More Than Just a Game
The Super Bowl is famous for its ads, but the AFL and NRL Grand Finals have the same potential. For brands, these events are not just about sponsoring a 30-second spot; they are about becoming part of a national conversation. During the AFL Grand Final, families, friends, and communities come together, making it a prime opportunity for brands to tap into this sense of unity and celebration.

Similarly, the NRL Grand Final brings a unique opportunity to engage with rugby league’s passionate fan base, especially in markets like Queensland and New South Wales. Here, brands can use the game to connect with the audience on an emotional level—whether it’s through a touching campaign about community or a fun, high-energy ad that taps into the excitement of the game.

Applying the NFL Playbook to the Australian Market
Here’s the key takeaway for Australian marketers: sport is a gateway to the hearts and minds of your audience. Whether it’s the NFL in the U.S. or the AFL and NRL in Australia, sports stars and the emotional moments they create are what make advertising during these events so powerful. When you partner with an athlete, you’re not just getting their endorsement—you’re getting the trust and passion that they inspire in their fans.

Brands like Nike and Pepsi have shown that aligning with the right sports star can move the needle in a massive way. And Australian brands can do the same by thinking strategically about how to use the AFL and NRL to tell their story.

The Bottom Line: It’s Time to Think Bigger
If you’re an Australian marketer, the lesson from the NFL’s success is simple: use sport to create stories that matter. When you align with a league like the AFL or NRL, you’re tapping into a cultural moment that goes far beyond the game. And when you bring in the right sports star, you’re adding credibility, trust, and a story that your audience will remember.

It’s time to take a page out of the NFL’s playbook. Use the AFL Grand Final, the NRL’s biggest games, and the star power of Australian athletes to create campaigns that don’t just run during a game—they resonate long after the final siren. In a world where attention is harder to earn, sports remain a direct line to your audience’s hearts. And when you do it right, the results can be spectacular.

Now that you’ve seen how a sports star brand ambassador can help you elevate your marketing efforts, it’s time to find the perfect match for your needs. Whether you’re looking for a SUPER Star with nationwide influence, a HIGH-PROFILE Star with reach across key states, or an ESTABLISHED Star with strong local connections, we’ve got options to suit every budget.

For more insights, check out our Complete Guide to Brand Ambassadorships, covering everything a marketer or brand manager needs to know when preparing to partner with a sports, media, or entertainment celebrity.

Our team of sports star marketing experts are ready to create a customised brand ambassador strategy that aligns with your marketing goals.

Submit a request today, and we’ll guide you through the process, providing tailored recommendations based on your objectives and the details you share with us.

Don’t worry—submitting a request is just the first step, and you’re free to tweak the details at any time. There’s no up-front commitment required, so why not explore the possibilities and see how a sports, media, or entertainment star can make a real impact on your brand? Get started now!