Nearly a decade after its debut, Volkswagen’s “The Force” remained the most-watched Super Bowl ad in history. The commercial, directed by Lance Acord, tapped into the borrowed equity of Star Wars by telling the charming tale of a boy who tries to emulate the powers of Darth Vader. He is frustrated at every turn, until he makes a VW Passat roar to life—with the help of his father’s remote start. While it entertained viewers, the car brand and agency Deutsch also broke the Super Bowl marketing playbook by releasing the ad four days before the game—a move that was unheard of at the time, but is now the norm.
2012: Chrysler “Halftime in America” by Wieden+Kennedy Portland
Instantly canonized as a Super Bowl classic, this two-minute spot starred Clint Eastwood as both narrator and symbolic anchor, channeling his gravel-voiced gravitas into a tribute to Detroit and the American auto industry. More than brand messaging, it captured the national mood following the Great Recession, urging resilience and renewal. Swelling orchestral music, football metaphors, and fighter imagery built to the promise that “the world is going to hear the roar of our engines.”
2013: Ram Trucks “Farmer” by The Richards Group
Alongside “Halftime in America,” this ad proved that Super Bowl audiences were once receptive to long-form, emotionally driven messaging. Running two minutes long and composed largely of still images from renowned photographers, the spot was quiet, sincere, and contemplative, a stark contrast to the chaos of the game. The powerful narration came from Paul Harvey, though some viewers were unclear on what was being advertised. In reality, the campaign partnered with a national farmers’ organization, generating donations for every view of the ad.
2014: Doritos “Time Machine” by Ryan Anderson (Crash the Super Bowl winner)
Made on a shoestring $300 budget with DIY props and volunteer talent, “Time Machine” garnered 5,500 submissions from 30 countries to win fan favorite honors in the eighth straight Crash the Super Bowl contest. Director Ryan Andersen, an Arizona native, walked away with $1 million and an opportunity to work on a Marvel film. The spot’s simple premise and universal charm helped persuade Dorito’s to revive the competition in 2025 after a 10-year break, tapping into the rise of creator-led marketing and strengthening brand loyalty.
