Featured Post from Baylor University

Countdown To the Big Game: Dr. Tyrha’s Top Five Super Bowl Commercials for the Past Five Years

Feb 9, 2024

5 min

Tyrha Lindsey-Warren, Ph.D.


Advertising executive and multicultural media expert Tyrha M. Lindsey-Warren, Ph.D., clinical assistant professor of marketing at Baylor University's Hankamer School of Business, , is a sought-after media commentator on the brands who win big during the game's commercial breaks.


Commercials always are the most anticipated and talked-about aspect of the Super Bowl, but the expanding digital landscape requires advertisers to use more authentic and nuanced strategies to reach consumers. Advertising executive and multicultural media expert Tyrha M. Lindsey-Warren, Ph.D., clinical assistant professor of marketing at Baylor University’s Hankamer School of Business, is a sought-after media commentator on the brands who win big during the game’s commercial breaks.


How do companies break through the noise and make a lasting impression on viewers? Lindsey-Warren – or Dr. Tyrha, as she is known – says the key is empowered storytelling. As a consumer behavior scholar, Dr. Lindsey-Warren’s research is rooted in narrative transportation theory – in other words, storytelling – that exudes the emotion of empowerment and its impact on consumer attitudes, behaviors, purchase intention and message recall.


“There is a growing space for cleverly crafted and positive storytelling that can break through the clutter and competition and get the attention of Millennials, Gen Z and Alpha generations in an authentic and meaningful manner,” Lindsey-Warren said.


At the top of every year, Dr. Tyrha always enjoys exposing the juniors and seniors in her advertising class to the joys of storytelling in advertising by way of the Super Bowl commercials. By leveraging the Super Bowl as an “edutaining” entry point for student learning, Dr. Lindsey-Warren finds it to be a fun and wonderful way to bring many advertising lessons to life for her students, including branding, consumer targeting and segmentation, social media campaign analysis, and more. To that end, here are Dr. Tyrha Lindsey-Warren’s top picks for the best Super Bowl commercials over the past five years.


COUNTDOWN TO THE SUPER BOWL:


DR. TYRHA’S TOP 5 SUPER BOWL COMMERCIALS FOR THE PAST 5 YEARS


#5: Company/Brand: AMAZON

Title of the commercial: “#BeforeAlexa” (With Ellen Degeneres and Portia de Rossi)

Year it ran in the Super Bowl: 2020

Link to the commercial: https://www.youtube.com/watch?v=PLUwmnPJIGk

Ad Agency that produced the commercial: Droga5


Dr. Tyrha’s rationale as to why this ad is so good: In my opinion, this was a wonderfully creative and clever introduction of the Alexa product by Amazon. The nostalgic storytelling in the spot humorously does make you wonder and realize how “did” we all live “before Alexa?” The commercial is multigenerational, incorporates women extremely well, and is so funny!


#4. Company/Brand: NFL

Title of the commercial: “Bring Down the House!”

Year it ran in the Super Bowl: 2022

Link to the commercial: https://www.youtube.com/watch?v=8PhfMtZce1k

Ad Agency that produced the commercial: Co-directed by Peter Berg of Film 47 and Arthur Mintz of Swaybox Studios


Dr. Tyrha’s rationale as to why this ad is so good: In 2022, the NFL creatively leveraged the power of animation to get our attention with this wonderfully told story with children as the lead Talent and set in a situation that all families can relate to! The spot is so much fun and keeps you guessing as well as laughing with Grandma saving the day in the end. The commercial is multigenerational, multicultural, and incorporates women and girls extremely well.


#3. Company/Brand: MOUNTAIN DEW & DORITOS (OWNED BY PEPSICO)

Title of the commercial: “Doritos Blaze vs. Mountain Dew Ice” (with Morgan Freeman and Peter Dinklage)

Year it ran in the Super Bowl: 2018

Link to the commercial: https://www.youtube.com/watch?v=C2tyVjEuqcY

Ad Agency that produced the commercial: Goodby, Silverstein & Partners


Dr. Tyrha’s rationale as to why this ad is so good: The “in your face” storytelling of this commercial – performed exquisitely by acclaimed actors, Peter Dinklage and Morgan Freeman, and accompanied by the perfect voiceover narrators in Rappers Missy Elliot and Busta Rhymes – is so much fun and truly unforgettable! The commercial also cleverly makes you pay attention to the presentation of the products being promoted as well as compels you to wonder as to “when did you last have a Mountain Dew and some Doritos?” This commercial is multicultural, multigenerational, multibodied, and incorporates women well and UBER memorable!


#2. Company/Brand: NFL

Title of the commercial: “The 100-Year Game”

Year it ran in the Super Bowl: 2020

Link to the commercial: https://www.youtube.com/watch?v=tJjiIuH1VnY

Ad Agency that produced the commercial: 72 and Sunny


Dr. Tyrha’s rationale as to why this ad is so good: If you love the game of football, you have to love this ad that celebrates the fun and contagious spirit of the game. Truly, this commercial has something for everyone who loves the game of football! The unassuming opening of the ad’s storytelling set at an awards banquet and led by NFL Commissioner Roger Goodell quickly evolves into a fun and rambunctious game of football with NFL players of all ages in their tuxedos destroying the ballroom with their play. The musical hip-hop soundtrack alone for the spot is amazing, current, and supports the action of the storytelling extremely well. This spot is multigenerational, incredibly diverse in age ethnicity and more, as well as weaves women and girls into the spot ever so cleverly. A truly memorable ad and so much fun!


#1. Company/Brand: Mr. Clean (OWNED BY P&G)

Title of the commercial: “Cleaner Of Your Dreams”

Year it ran in the Super Bowl: 2018

Link to the commercial: https://www.youtube.com/watch?v=ozuWoZITX3Y

Ad Agency that produced the commercial: Leo Burnett


Dr. Tyrha’s rationale as to why this ad is so good: Every year I show this commercial to my Advertising students at Baylor University and they absolutely LOVE this ad! The storytelling of this commercial leverages the animated Mr. Clean in such a clever manner, while showing the product benefits at the same time, and not being “in your face” with the product’s selling proposition. The music and the dancing accompaniment to the storytelling all help to bring an emotional connection to the viewer, especially the female audience. Plus, the spot is just super funny and so much fun! Every time I see this ad, I want to run and buy Mr. Clean. And, I tell my female students every year that when they get older, they are going to LOVE a man who can clean a house!!!!


Additionally, this was an incredibly smart move by P&G to put this ad in the Super Bowl. This is due to the fact that the “current and future market power of women – as a whole and by segments – is undeniable and truly cannot be ignored by marketers, especially the NFL.” Today, women influence more than 80% of all consumer spending; 89% of the financial decisions are made by women; and globally, women control more than $20 trillion in worldwide spending. In addition, nearly 24.3 million African American women are brand loyalists and cultural trendsetters who have influence over the $1.2 trillion in Black spending power. And, Forbes reported in 2018 that “women constituted about 49 % of the 108 million-plus people who watched” that year’s Super Bowl – and they paid closer attention to the ads!

Connect with:
Tyrha Lindsey-Warren, Ph.D.

Tyrha Lindsey-Warren, Ph.D.

Clinical Associate Professor of Marketing

Top consumer behavior and attitudes expert specializing in multicultural media & advertising, empowered storytelling & experiential learning

Consumer AttitudesEntertainmentMulticultural & DiversityConsumer BehaviorMarketing & Advertising

You might also like...

Check out some other posts from Baylor University

2 min

Daylight Saving Time: Baylor Sleep Expert Offers Suggestions to Help Adjust to the Change

Daylight saving time, with its one-hour spring forward at 2 a.m. Sunday, March 12, may seem like a small shift of just a single hour, but on a societal level, it has startling effects, says Baylor University sleep researcher Michael Scullin, Ph.D., associate professor of psychology and neuroscience and director of the Sleep Neuroscience and Cognition Laboratory at Baylor. So what are the consequences of this one-hour time shift on our sleep quality and how can we quickly adjust when springing our clocks forward? "Many people not only lose that single hour of sleep," Scullin said, "but also have difficulty over several subsequent nights adjusting their circadian rhythms to the new bed-wake time schedules." For example, parents who have routine bedtimes for their children experience difficulty for the whole family because children will not want to (or be able to) go to bed one hour earlier than their body is used to. "When you couple this bedtime difficulty with the fact that most people have morning school and work schedules that require them to wake up at a set time," Scullin said, "it becomes clear that ‘springing forward’ has a larger consequence than skipping a single hour." The consequences of the spring daylight saving time shift are well documented. Researchers have observed changes in cognitive functioning, increased driving accidents, moodiness and willingness to punish others for mistakes. "Researchers have also documented that acute sleep loss and circadian dysregulation lead to an increase in cardiovascular events," Scullin said. "If someone's cardiovascular health is ‘borderline’ then the springtime shift can be the factor that precipitates a stroke or a myocardial infarction (heart attack)." Scullin offers some simple suggestions to anticipate and adapt to the spring forward shift: Adjust in advance. About a week before the "spring forward," go to bed 15 or 20 minutes earlier each day. Avoid long naps during the day. If you need a nap, take it earlier in the day and for no more than 20 minutes. Bring on the sunlight. Getting more natural sunlight in the morning hours is very beneficial in resetting our biological clock. In some cases, evening melatonin also can help people to adapt to the time change. Scullin has published numerous studies focusing on sleep and brain function, including the connection between sleep and creativity, musical “earworms” and their effect on sleep and how writing a to-do list before you turn in for the night can help you get better sleep. In fact, Scullin was named Baylor’s inaugural Newsmaker of the Year in 2018, after his “to-do list” research was widely covered by media outlets, including ABC’s Good Morning America, TODAY.com, USA TODAY, Discover, LiveScience, HealthDay, BBC Radio and many more, reaching an international circulation and viewership of nearly 1 billion people. Looking to interview or chat with Michael Scullin? Simply click on his icon now to arrange an interview today.

4 min

Defining Oligarchy: The Fusion of Wealth and Power in American Democracy

Oligarchy is being thrown around a lot these days. But what does the term mean? Is America an oligarchy? And how does oligarchy help explain American democracy today? Political rhetoric scholar Luke Winslow, Ph.D., associate professor of communication at Baylor University and author of  “Oligarchy in America: Power, Justice, and the Rule of the Few,” has traced the evolution of oligarchy in the United States to shed light on how modern oligarchy is reshaping America through the increasing fusion of economic power and political influence. Winslow’s research focuses on how the influence of oligarchy has impacted American political rhetoric, as well as how it is showing up in modern politics and political communications. Defining Oligarchy Oligarchy is a term that most people associate with other countries, but it “is not something that just happens in Russia. It's something that happens everywhere, and it always has,” Winslow said. In the simplest of terms, oligarchy attempts to explain the convergence of economic and political power. Winslow offered four key distinctions on oligarchy: Oligarchy is exclusive. It represents a form of governance focused on preserving the political and economic influence of the wealthy by securing the approval of the rest of the population. “It assumes not everyone is qualified to deliberate, participate and legislate,” Winslow said. When it comes to oligarchy, there is a belief that extreme wealth is equated to intellectual fitness across all domains, including governance. Wealth vs. income. It is important to distinguish between wealth and income. Income covers daily expenses, whereas wealth is more easily used to exert political power. “What truly sets an oligarch apart is the political power their wealth can command,” Winslow said. Understated and subtle. Modern oligarchy operates through persuasion by “enticing rather than commanding citizens and maintaining what seems like an absence from political authority,” Winslow said. It is in this absence that oligarchs can influence indirect political actions, especially since they are not (typically) elected officials and cannot be removed from office. Legal Immunity. Oligarchs have no fear of legal consequences because oligarchy itself is not against the law, Winslow said. The First Amendment protects the right “to petition the Government for a redress of grievances,” legitimizing lobbying and campaign donations. A robust system of campaign contributions and political lobbying – both of which are perfectly legal – can shape media narratives and put pressure on state and local governments. While wealth and politics have always coexisted, oligarchy is about how these forces merge to create a system where the ultra-rich exert undue influence over democratic institutions, Winslow said. “This convergence has long existed in history but is now unfolding in the U.S. more visibly – and perhaps more accepted – than ever before,” he said. Communication of Oligarchy Winslow’s research shows that American society has come to view billionaires as transcendent figures – individuals whose success in business qualifies them to lead in politics – a mindset that is not new. The Gilded Age of the late 19th century saw figures like Andrew Carnegie and John D. Rockefeller wield enormous economic and political power, shaping legislation to favor their interests. Winslow’s research traces this historical precedent, suggesting that today’s tech titans are the latest iteration of a long-standing trend. Perhaps the most intriguing question Winslow raises is not just how oligarchy and its fusion of wealth and governance has taken root, but why the American public has been so willing to accept it as natural – perhaps even beneficial. “The arguments being made in public discourse encourage us to go along with it,” he said. “We’re being told, implicitly, that this is just how things work now.” Yet, these practices also reveal how the government serves the narrow interests of the ultra-wealthy, diverting resources from productive economic opportunities for the majority toward political wins that benefit a small, affluent minority, Winslow said. “What's so interesting about oligarchy now is that the cover has been ripped off, the veil has been thrown open and we’re not even hiding the fact that money gets you more influence,” he said. Ultimately, Winslow hopes his work will get people to be curious as to why Americans are now accepting oligarchy in the U.S. “The ways that the extremely wealthy are yielded political power is seemingly acceptable now, and that is a question that we all should be asking,” Winslow said. Looking to know more? Then let us help. To connect with Luke Winslow, simply contact Shelby Cefaratti-Bertin, M.A, Assistant Director of Media and Public Relations now to arrange an interview today.

2 min

Expert Research: Social Media's Double-Edged Sword: Study Links Both Active and Passive Use to Rising Loneliness

In an age where social media promises to connect us, a new Baylor University study reveals a sobering paradox – the more time we spend interacting online, the lonelier we may feel. Researchers James A. Roberts, Ph.D., The Ben H. Williams Professor of Marketing in Baylor's Hankamer School of Business, and co-authors Philip Young, Ph.D., and Meredith David, Ph.D., analyzed a study that followed nearly 7,000 Dutch adults for nine years to understand how our digital habits shape well-being. Published in the journal Personality and Social Psychology Bulletin, the Baylor study – The Epidemic of Loneliness: A Nine-Year Longitudinal Study of the Impact of Passive and Active Social Media Use on Loneliness – investigated how social media use impacts loneliness over time. This eye-opening research suggests that the very platforms designed to bring people together contribute to an "epidemic of loneliness." The findings showed that both passive and active social media use were associated with increased feelings of loneliness over time. While passive social media use – like browsing without interaction – predictably led to heightened loneliness, active use – which involved posting and engaging with others – also was linked to increased feelings of loneliness. These results suggest that the quality of digital interactions may not fulfill the social needs that are met in face-to-face communication. “This research underscores the complexity of social media’s impact on mental health,” Roberts said. “While social media offers unprecedented access to online communities, it appears that extensive use – whether active or passive – does not alleviate feelings of loneliness and may, in fact, intensify them.” The study also found a two-way relationship between loneliness and social media use. "It appears that a continuous feedback loop exists between the two,” Roberts said. “Lonely people turn to social media to address their feelings, but it is possible that such social media use merely fans the flames of loneliness."​ The findings emphasize an urgent need for further research into the effects of digital interaction, underlining the essential role of in-person connections in supporting well-being. This study also adds a valuable perspective to the conversation on how digital habits influence mental health, offering insights to shape future mental health initiatives, policies and guidelines for healthier social media use. Are you covering social media and its impact on people?  Then let us help. These experts are available to speak with media, simply click or contact Shelby Cefaratti-Bertin, M.A, Assistant Director of Media and Public Relations now to arrange an interview today.

View all posts
Powered by