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The goal of advertising is usually straightforward: Encourage the audience to buy your product. Super Bowl advertising, like the game itself, has broader implications, however. It’s a chance to shake up the market. It’s an opportunity for ad agencies to strut their creative genius. It’s a forum to make a statement, sometimes with political overtones. The bar was always high because the spots are expensive, and was set even higher in 1984 by the Ridley Scott-directed Apple McIntosh ad that prompted everything from law review articles and doctorate dissertations to museum exhibits and a documentary film about Apple’s founders. Each year they prompt hundreds of articles ranking the “best” and “worst” Super Bowl ads.

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