Every February, millions of Americans gather around the television to watch the biggest game of the year: the Super Bowl. For many, the game is one of the most important of the year; for others, the best entertainment happens in between plays, during the commercials.

With 30-second ads costing several million dollars, companies rise to the occasion by investing significant time and energy into their planning and execution. Historically, some of the most impactful advertisements build on one of Lawson House’s founding principles: partnership.

Through collaborating with other brands or celebrities, companies expand their reach while making a memorable impact and generating word-of-mouth traction. From celebrity lip-sync battles to full-on medieval storylines, we’ll explore some of the best Super Bowl ad collaborations in recent years.

Michelob Ultra and Netflix (2023)

Teaming up with Netflix, several athletes, and celebrities, Michelob Ultra created a long-form Caddyshack-inspired advertisement to highlight their classic beer and Netflix’s “Full Swing” docuseries. The ad generated significant word-of-mouth traction, featuring notable figures, from Serena Williams to Tony Romo, and a clear CTA with a QR code to watch a trailer for the show.

The high-budget advertisement yielded favorable results for Michelob and Netflix, increasing viewership for the show and buzz across social media platforms.

Doritos and Mountain Dew (2018)

Though an unsurprising collaboration, these two classic snack brands took a creative approach with their 2018 Super Bowl advertisement. Featuring Peter Dinklage, Morgan Freeman, and a rap battle, the commercial advertised their new Doritos Blaze and Mountain Dew Ice with maximum creativity. The advertisement took the internet by storm, producing double-digit increases in sales for both Mountain Dew and Doritos.

Bud Light and HBO's Game of Thrones (2019)

Though an unlikely pairing, Bud Light and Game of Thrones’ 2019 Super Bowl ad generated buzz, sales, and praise for its creativity. Beginning with a medieval knight on a horse sporting Bud Light garb, the commercial transitions into a Game of Thrones ad, featuring characters from the hit show.

The unexpected nature and well-executed storyline led viewers to talk about the ad and produced tangible results with increased social media traction and sales.

Collaborate with Lawson House

At Lawson House, we specialize in helping businesses expand their reach and make a lasting impact. Whether you need high-converting marketing materials or a strategic co-marketing plan, our team is here to guide you every step of the way.

Let’s create something powerful together. Contact us today to start amplifying your brand’s success.

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