It Super Bowl time again. Many people look forward to the big game ads that are created specifically for the semi-offical national holiday. Companies spend a LOT of money to advertise during the big game. Statista found that since 2010, the average rate for a 30-second spot during the Super Bowl broadcast has risen from $2.77 million to $6.50 million, making it by far the most expensive time slot U.S. television has to offer.
The payback is huge. According to Statista, viewers tend to pay special attention to Super Bowl ads, as agencies typically try to honor the big game with especially witty and funny ads. In recent years, the dawn of YouTube has added another bonus for Super Bowl advertisers seeing that the most popular ads often reach millions of additional viewers on the platform.
Here are my most memorable Super Bowl tech ads in chronological order.
Xerox “Monks” (1976)
In this Xerox spot for Super Bowl X, Brother Dominic has a problem. The head of his order wants 500 copies of a handwritten manuscript. So he does what any smart monk would do — he turns to Xerox (XRX). The miraculous Xerox 9200 duplicating system saves the day. The Xerox 9200 duplicating system feeds and cycles the originals, duplicates, reduces, collates and more, all at “an incredible 2 pages per second.” Hallelujah!
Apple “1984” (1984)
The iconic 1984 Apple (AAPL) Macintosh commercial aired on television only once – during the 3rd quarter of Super Bowl XIX. Based on George Orwell’s novel, Nineteen Eighty-Four the spot told the world the new Apple Macintosh computer would free individuals from the overbearing control of “Big Brother” – presumably, IBM’s Personal computer.
Iomega “Bermuda Triangle” (1998)
This Super Bowl XXXIII spot from Iomega shows the interior of an airplane flying through the Bermuda Triangle, with multiple objects (and people) rapidly disappearing around the spokesperson. Ironically, Iomega Zip drives were often subject to a phenomenon known as the “click of death” — a sound marking the drive’s failure and complete data loss.
Monster “When I Grow Up” (1999)
Monster.com‘s excellent ad for 1999’s Super Bowl XXXIV captured the malaise of Y2k. The ad featured children explaining what they would be when they grew up, including “I want to climb my way up to middle management.” The end of the ad displays the message “What did you want to be?” The message was simple and effective debut – Monster.com helps you get a new job. Sounds like a precursor of 2022’s Great Resignation.”
E*Trade “Monkey” (2000)
This 2000 Super Bowl XXXIV ad from E*Trade was originally written to lampoon the expense of advertising on the big game. It turns out to foreshadow the dot-bomb. On the ad, chimp dances as two men clapped for 30 seconds. The add closes with, “Well, we just wasted 2 million dollars. What are you doing with your money?”
Spooky from a stock market player.
Hulu “Alec in Huluwood” (2009)
In this Super Bowl XLIII ad Alec Baldwin introduced Hulu to the general public. The ad claims that the streaming service was actually an evil alien plot to destroy the world.
Where we would be be in 2022 without video streaming to binge watch our way thru COVID lock downs?
Best Buy “Ozzy Osbourne vs Justin Bieber” (2011)
Back before the Biebs was or was not pulling burrito pranks, he tried to take on the “Prince of Darkness.” In this Super Bowl XLV ad for Best Buy (BBY) from 2011, the Biebs and Ozzy Osbourne try to figure how many Gs there are in 5G.
And hey 11 years later 5G is still in limited use.
TurboTax “Never a Sellout” (2016)
When you’re as big a star as Sir Anthony Hopkins, you don’t ever need to sell anything. Especially if was free. This subtle TurboTax Super Bowl L ad was a hit in 2016.
Dashlane “Password Paradise” (2020)
The password manager went big time in 2020 with a Super Bowl LIV ad. As followers of the Bach Seat know passwords suck and Dashline made it clear how important it is to know your passwords.
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That was my most memorable Super Bowl tech ads in chronological order. Did I miss any memorable Super Bowl tech ads?
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Ralph Bach has been in IT long enough to know better and has blogged from his Bach Seat about IT, careers, and anything else that catches his attention since 2005. You can follow him on LinkedIn, Facebook, and Twitter. Email the Bach Seat here.
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