Super Bowl Ads Consumers Loved in 2023 & What Marketers Can Learn [New Data]

February 15, 2023

By [email protected] (Erica Santiago)

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The Super Bowl teaches us a lot about healthy competition each year — but we don’t always see it play out on the football field.

Some of the biggest game-day face-offs occur when the commentators send us to a commercial break. While football teams compete for trophies, companies spend millions trying to get more views, leads, and revenue than other brands advertising in their industry on the same day.

You can learn much from the top Super Bowl ads, even for a small brand, if you’re a video marketer.

Although these ads have budgets we couldn’t imagine, the brands behind them still leverage creativity and cleverness, allowing them to grow mass awareness and stand out among their fiercest competition.

To help you zone in on key takeaways from the Super Bowl ads that resonated most with viewers, we asked more than 150 U.S. consumers to vote on their favorite big-game ads within four major product categories this year.

The 4 Most Popular 2023 Super Bowl Ads, According to 150+ Viewers

Below are four consumer favorites, plus takeaways that any marketer can leverage to fend off their biggest competition.

Consumers’ Favorite Food and Beverage Commercial

Dunkin’ – ‘Drive-Thru’ Starring Ben Affleck

For years Ben Affleck has jokingly been referred to as Dunkin’s unofficial spokesperson — dating back to his 1997 breakout role in Good Will Hunting.

So it makes sense the Academy Award-winning actor decided to take over a Dunkin’ drive-thru in his home state of Massachusetts for the brand’s latest Super Bowl commercial — much to the surprise of some unsuspecting customers.

According to our survey, 34% of consumers said this commercial was their favorite Super Bowl ad from a food and beverage brand.

The ad takes inspiration from a popular internet meme from numerous photos of Affleck walking around with Dunkin’ products. The commercial also includes the real-life reactions of actual Dunkin’ customers when they realize a Hollywood star is taking their order.

The ad ends with fellow megastar Jennifer Lopez making a cameo to scold her husband and demand an order.

While your brand may not have the budget to book two A-list celebrities for your next video marketing campaign, it’s still possible to recreate this strategy.

If you know of an influencer or content creator who is constantly using your products or shouting out your brand, feature them in your next campaign.

Consumers’ Favorite Technology and e-Commerce Commercial

Amazon – Saving Sawyer

31% of consumers listed Amazon’s commercial about a family trying to live with their rowdy dog as their favorite Super Bowl ad from a tech or e-commerce company.

The ad, Saving Sawyer, shows a dog who became used to constantly being around his family as they worked from home or engaged in remote learning.

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Source:: HubSpot Blog