The Psychology Behind Super Bowl Commercials

 

Every year, millions of people look forward to Super Bowl commercials almost as much as the game itself. This year, according to Fox, 126 million people tuned in, and many of them didn't just watch the football or the halftime show, but also to enjoy the ads. These stand out not only for the products they promote, but for how they capture our attention by connecting with our emotions and psychology. What makes them so effective? We'll tell you more at MORE LATIN.

Humor is one of the most effective tools in commercials. We all like to laugh, and brands know this. A good example is the commercial for State Farm from 2024, where Arnold Schwarzenegger struggles to pronounce the brand's slogan, and Danny DeVito steps in to save the day. This type of humor creates an instant connection with the audience and makes the commercial stick in our memories.

Surprise is another key feature of Super Bowl commercials. People love the unexpected, and when an ad manages to create an "Oh, I get it!" moment, it makes a strong impression. This year, for example, Michael Cera surprised everyone by becoming the ambassador for CeraVe, creating a fun connection between their last name and the brand. Surprise ads keep us interested and, most importantly, remind us of the brand.

Celebrities are a classic feature in Super Bowl commercials. The presence of a well-known star immediately captures our attention and lends credibility to the product. This year, Dunkin' Donuts brought together several famous figures, including Ben Affleck, J-Lo, and Tom Brady, in a single ad. The combination of actors, singers, and athletes gives the commercial a special touch, making it stick with the brand long after they've seen it.

Super Bowl commercials aren't just ads; they're experiences designed to generate emotions and capture our attention. Using humor, surprises, and celebrities, brands manage to leave a lasting impression on our memories. Through these psychological resources, the commercials not only promote products but also create a lasting emotional connection with viewers. With 126 million people watching them, these ads become part of the Super Bowl legacy, long after the game is over.

References:

Alberhasky, M. (2024, February 13). Why do we love super bowl commercials?. Psychology Today.

Smith, M.D. (2025, February 11). Fox sets new record with 126 Million viewers for super bowl LIX. NBC Sports.