Super Bowl ads have become nearly as popular as the game itself, with companies investing enormous sums to capture the attention of hundreds of millions of viewers. These commercials represent both creative achievements and significant financial investments. Here are the five most expensive Super Bowl commercials.
5. Chrysler ‘s ‘Imported from Detroit’ (2011) : $12.4 million
The two-minute commercial featured Eminem driving the new Chrysler 200 through Detroit, highlighting the city’s resilience. Reports indicated the commercial, with its extended runtime and celebrity endorsement, cost $12.4 million.
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4. 84 Lumber’s ‘The “Journey Begins’ (2017): $16.2 million
This emotional ad tells the story of a Mexican mother and daughter making a difficult journey to the United States, representing hope and determination. The original version showed them at the border wall, but that was deemed too controversial for television. Instead, viewers were directed to 84 Lumber’s website to see the ending, causing the site to crash from overwhelming traffic. The ad cost $16.2 million in 2017.
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(Tied) 2. Cadillac ’s ‘ScissorHandsFree’ (2021): $22 million
This memorable 90-second spot featured Timothée Chalamet as Edgar Scissorhands and Winona Ryder reprising her role from the original movie. Aired during Super Bowl LV, the commercial cost an estimated $22 million.
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(Tied) 2. General Motors’ ‘No Way Norway’ (2021): $22 million
GM enlisted Will Ferrell, Kenan Thompson, and Awkwafina for this 90-second commercial highlighting Norway’s leadership in electric vehicle adoption while promoting GM’s commitment to electric cars. The spot cost approximately $22 million.
1. Amazon ’s ‘Mind Reader’ (2022): $26 million
The most expensive Super Bowl commercial to date featured real-life couple Scarlett Johansson and Colin Jost imagining life with a mind-reading Alexa. The 90-second ad cost roughly $26 million at the time.
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