What’s Changed Over 40+ Super Bowl Commercials – from a Storyboard Artist’s POV

Since 2002, I’ve worked on over 40 Super Bowl commercials — and let me just say — things have changed a lot in the past 20 years.

Strap in.

Super Bowl commercials are a bigger deal than ever. And even though I’m a teeny cog in the machine that is Super Bowl viewing-awe, I take my role seriously. Very seriously. Today, I’m going to share this year’s commercials and talk about what’s changed since my first Super Bowl commercials all those years ago.

I was straight-up honored to work on these 2021 Super Bowl commercials.

Cheetos. Starring Mila Kunis, Ashton Kutcher, and Shaggy
Directed by Bryan Buckley.

Bud Light. Starring Post Malone, Cedric the Entertainer –
Directed by Bryan Buckley.

Verizon. Starring Samuel L. Jackson.
Directed by Bryan Buckley. 

Hellmann’s Mayonnaise. Starring Amy Schumer as Fairygodmayo.
Directed by Peter Farrelly. 

This week, I couldn’t help but reflect. And what stuck out was, Man how things have changed!

Here’s how today’s Super Bowl commercials have evolved:

1. It’s not only the commercial — it’s the teasers and the social media spots. Remember when the ads used to just appear during the game? Now, there’s an unveiling period. A period of building anticipation. The whole week before is the season of Super Bowl commercials. In 2002, if you asked me if Super Bowl commercials would have teasers for a 30-second spot, I would have said hell no. But that’s the fun in this adventure we call life.
2. Storytelling has changed. It’s more complex and intricate. The beats and the pacing are so much faster, the cutting is faster, the writing is evolving right up to the shoot. There isn’t a breathable moment; every second is really pinned down because we’re trying to fit in A LOT. Figuring out the visuals is like putting together a puzzle.
3. Things change — constantly. Gotta keep up. Last-minute changes happen more often now. Actors change, concepts change, preferences change. Directors and producers are constantly needing to quickly flex with the changes (and I flex with them).
4. There are more special effects. With special effects being relatively less expensive, we’re seeing more of them in commercials.
5. The pressure — and the exposure — are greater than ever. For the directors, producers and agencies, the pressure is extreme because these commercials will be viewed so many times (and analyzed in-depth). I have the real pleasure of giving them some options as a storyboard artist. 
6. Diversity is much bigger now. As in, it actually happens. We’ve come a long way since the first interracial Cheerios commercial, which I worked on with director, Matt Smukler. It’s cool to see ads reflect real American families, and diversity in all things is fun to draw.
7. Attention spans are shorter. Want to grab the audience? It has to read lightning fast.

FACT: Amidst all these changes, storyboards serve as a roadmap more than ever. And powerful storytelling is more critical than ever!

The pressure on directors, producers, and agencies is intense! My job is to see, understand and deliver the director’s idea and help them navigate the demands of their job at warp speed. 

So, if you’re a creative director looking to make a memorable, thought-provoking, commercial, whether for the Super Bowl or not, give us a call. We’ll have a helluva time working on it.

Let’s create a story that soars.