While many commercials will go for cheap laughs this Sunday, there will always be room for the brands that dare to create more emotional Super Bowl ads. And chances are that come Monday when the White Claws have worn off, those will be the ones you remember.
Of course, pulling at the heartstrings in advertising is a delicate act that can easily seem contrived or cheesy. When done well, however, it can help a brand stand out from the pack and get real ROI on their multimillion-dollar spend.
Inspired by this thought, I reviewed all 889 Super Bowl spots that aired between 2012 and 2021 and shortlisted the 27 that evoked the strongest emotional reaction. From there, I identified the best of the best and rank-ordered them from ten to one based on their resonance.
As a result of this informal study, here are the 10 most emotional Super Bowl ads of the last decade:
#10 Indeed, The Rising, 2021
This 60-second cinematic effort gets the details and the tone just right. Job seekers starting the morning in bed on their phones is pitch-perfect product integration. Touches like Zoom interviews and socially distanced graduation celebrations are apt reflections of our times. And the track ‘Rise Up’ expertly moves the drama along as we transition from a feeling of despair to renewed optimism.
#9 2018 Winter Olympics, Lindsey Vonn, 2018
This classic comeback story serves up a major dose of adrenaline. The goosebumps first hit as we see Lindsey Vonn flying through the air upon her triumphant return from a devastating knee injury. The interspersed home movie clips give the whole thing an authentic feel and make it hard not to cheer for this ‘Girl on Fire.’
#8 Nissan, With Dad, 2015
This is the tale of a loving father-son relationship strained by the dad’s absence due to his (Nissan) racing career. While the end of the spot is uplifting, the lyrics in the accompanying Harry Chapin song capture the regret poignantly: “There were planes to catch and bills to pay, he learned to walk while I was away.”
#7 Budweiser, A Hero’s Welcome, 2014
In this execution from the King of Beers and Super Bowl advertising, we see a young lieutenant celebrated by his entire hometown upon his return from active duty. The fact that we don’t know anything particularly special about him helps to drive the point that, perhaps, all of our troops are worthy of a parade.
#6 Jeep, Whole Again, 2013
With a compelling voiceover by Oprah Winfrey, number six on the list sticks with the returning military heroes theme. Her voice sits beautifully atop a montage of scenes of reunion and cracks subtly at all the right moments. It’s a touching recognition of the hole someone can leave in our lives when duty calls them away.
#5 Always, Like a Girl, 2015
This was the year a fem care brand unapologetically crashed your masculine Super Bowl party. Procter & Gamble’s Always brand conducted a bold social experiment and turned it into a masterful TV commercial. In turning the pejorative ‘like a girl’ on its ear, it served as a reminder of how words matter and may unconsciously send a negative message.
#4 McDonald’s, Pay with Lovin’, 2015
As a natural outgrowth of its ‘I’m lovin’ it’ platform, this hidden camera execution from McDonald’s could have easily crossed over into corny territory. But the genuineness of the employees and customers is undeniable. When the mom is asked to pay for her meal by telling her son one thing she loves about him, it hits you right in the feels.
#3 Toyota, My Bold Dad, 2015
2015 brings us yet another sentimental spot hitting all the right notes. The creative doesn’t necessarily blaze any new trails, but it’s hard to go wrong with the love between a father and a daughter. I’m certain many macho dads were caught off guard by this one and may have secretly shed a tear in their beer.
#2 Toyota, Upstream, 2015
Toyota hit it out of the park again with this beautiful telling of Paralympian Jessica Long‘s adoption story. The brand certainly didn’t hold back when it came to executing CGI on a grand scale. This video packs such an emotional punch that it might just compel you to buy a Toyota so you can drive to the store to get some Kleenex.
#1 Google Assistant, Loretta, 2020
Tear-jerker alert. Do not watch this spot without a tissue handy. Trying to describe the impact of this love letter to a man’s deceased wife will do it a disservice, but I would put this commercial up against your E-Trade baby or talking M&M any day. This is, beyond a doubt, the most emotional Super Bowl ad of the last decade.
Super Bowl LVI: Comedy vs. Emotion
This Sunday brings us the Bengals vs. the Rams, but many people will be tuning in largely for the halftime show and the commercials. Certainly, most advertisers will try to tickle our funny bones and some will succeed admirably. But a select few brands will dare to zig and attempt to make viewers feel something deeper. You know, real emotion. I’ll be rooting for them.
Header image by Phillip Goldsberry on Unsplash
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