Show-Me State Times

Katie Essing, a marketing professor at the University of Missouri's Robert J. Trulaske, Sr. College of Business, engages her students in analyzing Super Bowl commercials to identify what makes them memorable. She has compiled a list of five iconic Super Bowl ads that she considers legendary.

Essing highlights Budweiser's 2014 ad featuring a Clydesdale and a puppy as an example of effective storytelling and emotional impact. "A playful Labrador retriever puppy and a majestic Clydesdale become best friends," Essing explains. The ad concludes with the Clydesdales rescuing the puppy, emphasizing themes of friendship and loyalty.

Apple's advertisement is another on Essing's list. It portrays a dystopian society where conformity reigns until disrupted by a hero smashing the screen with a sledgehammer. "The ad, directed by Ridley Scott, broke new ground with its cinematic production and bold message," says Essing.

Doritos' campaign from 2006 to 2016, revived in 2024-2025, invited consumers to create their own commercials for the brand. "By crowdsourcing the content, Doritos gave its consumers the power to be creators," notes Essing.

Snickers' 2010 commercial features Betty White playing football before transforming into a young man after eating a Snickers bar. "It’s hilarious and relatable," comments Essing on this humorous approach that became widely recognized.

Lastly, CeraVe's recent ad includes actor Michael Cera humorously claiming to be the skincare line's founder while interacting with whimsical elements like a dolphin-unicorn hybrid. "It’s fun and quirky," remarks Essing about how it effectively combines humor with dermatologist-backed credibility.

Essing believes these advertisements showcase innovative strategies that resonate with audiences long after airing during the Super Bowl.