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The Most Expensive TV Commercials Ever Made

Updated: Jul 14, 2023By Kate PrinceEntertainment News
This article originally appeared on Investing.com. It has been republished here with permission.
Apple 1984 @Mac History/YouTube.com | Wendy's @Replayability/Twitter.com Apple 1984 @Mac History/YouTube.com | Wendy's @Replayability/Twitter.com

Every year, companies pump millions of dollars into pricey PR and marketing campaigns – so it is any wonder that the average American is exposed to over 5,000 advertisements a day? They’re everywhere we turn, though we’re mostly exposed to them when we’re watching TV. After all, a good commercial can turn a small brand to a trillion-dollar business, like Amazon. 

Even well-established businesses have to keep themselves relevant by paying through the nose for commercials that go beyond mere moving pictures. The ideal 90-second ad will stay in the brains of viewers for decades, becoming just as iconic as the companies themselves. But perfection certainly doesn’t come cheap! Here’s what companies paid for some of the most memorable commercials ever to air on TV.

1. Guinness “Tipping Point”

Year: 2007
Company:
Diageo
Cost:
$16 million*

A pint of the black stuff isn’t just popular in Ireland, but in America too. Diageo’s Guinness might be an acquired taste, but it’s well-loved by those that are partial to it. That’s why the company had the resources to spend $16 million on one 2007 advert called “Tipping Point.”

2007 Guinness Tipping Point @Nik Mercer / Youtube.com 2007 Guinness Tipping Point @Nik Mercer / Youtube.com

The commercial started out looking nothing like a beer commercial. Set in a small Argentine town, a boy sets off a chain of dominoes which continues to knock different objects together across the setting. By the end of it, a Guiness shape made out of books is revealed. At that time, it was the most expensive campaign the brand had ever created.  

2. Pepsi “Joy of Pepsi”

Year: 2002
Company:
PepsiCo
Cost: $8.1 million*

Back in 2001, Britney Spears was still on top of her game and Pepsi wanted to capitalize on it. It cost them $8.1 million, but Britney agreed to take part in one of the biggest commercials of the era. The entire 90-second stint views more like a music video than a bog standard advertising. 

2002 Pepsi Joy of Pepsi @ThisIsTheMusic201x / Youtube.com 2002 Pepsi Joy of Pepsi @ThisIsTheMusic201x / Youtube.com

There’s plenty of dance moves, plenty of Britney singing about how great Pepsi is, and of course, lots of pearly-white popstar smiles. It was catchy enough to live in the brains of viewers for years, going on to cement its place in advertising history. 

3. Bud Light “Up For Whatever”

Year: 2014
Company:
InBev
Cost:
$12 million*

The world of alcohol sales is packed full of competition. InBev decided to up its game in 2014 for the Super Bowl. The “Up for Whatever” strategy saw a guy called Ian Rapoport get whisked away on a magical night with the likes of Don Cheadle and Reggie Watts just because he keeps saying the magical phrase. 

2014 Bud Light Up For Whatever @Lucky Eleven / Youtube.com 2014 Bud Light Up For Whatever @Lucky Eleven / Youtube.com

At the cost of $12 million, Bud Light really needed the commercial to work in a way that would significantly boost sales. Thankfully, it did, becoming one of the most iconic advertisements ever seen in a prime time spot. It was marketing genius. 

4. Microsoft “Empowering”

Year: 2014
Company:
Microsoft
Cost:
$8 million*

Super Bowl ads are kind of a big deal. With so many viewers tuning in to watch the biggest sporting event in the calendar, it’s only natural that companies like Microsoft want a piece of the action. In 2014, the software giant produced “Empowering” which starred former NFL player Steve Gleason. 

2014 Microsoft Empowering @Pixspark / Youtube.com 2014 Microsoft Empowering @Pixspark / Youtube.com

Gleason lives with ALS and relies on Microsoft software to allow him to talk to his friends and family. The commercial was emotional while also being incredibly effective at allowing people to understand a different side to the tech company which they may not have seen before. It didn’t come cheap at $8 million.

5. Honda Accord “Cog”

Year: 2003
Company:
Honda
Cost:
$7 million*

Honda is a major player in the auto industry, forcing competitors like Ford to step their game to stay competitive. Back in 2003 the company spent an eye-watering $1 million on producing a slick advert titled “Cog” to advertise their seventh-generation Honda Accord and another $6 million on promoting it nationwide.

2003 Honda Honda Accord @wln2126 / Youtube.com 2003 Honda Honda Accord @wln2126 / Youtube.com

At two minutes long, the entire commercial was only aired a handful of times – but it’s a work of art that can’t be denied. It starts with one cog as a single shot follows the other elements that go into making the vehicle. It was a unique enough idea to set the brand apart and help potential buyers to sit up and take notice. Critics also loved it.  

6. Chanel “The Film”

Year: 2004
Company:
Chanel International
Cost:
$33 million*

When it comes to advertisements, there really aren’t that many more expensive than Chanel’s “The Film.” Starring Nicole Kidman and directed by the mastermind behind 20th Century Fox’s Moulin Rouge, the three-minute ad for Chanel No.5 was like a work of art. Indeed, for its $33 million production cost, it should’ve been. 

2004 Chanel The Film @CHANEL / Youtube.com 2004 Chanel The Film @CHANEL / Youtube.com

Perfume ads aren’t the cheapest commercials under the sun as they often use famous faces and luxurious locations. The advertisement was aired in the previews for Bridget Jones: The Edge of Reason, most likely in the hopes it would appeal to the female-centric market to boost sales.

7. Kia “The Truth”

Year: 2014
Company:
Hyundai
Cost:
$8 million*

Back in 2014 we didn’t know that there was going to be a fourth instalment of AT&T’s Warner Bros franchise The Matrix. So, seeing Laurence Fishburne reprise his role as Morpheus in the 2014 advertisement for Hyndai’s Kia was a welcome dose of nostalgia. Instead of helping Neo to save humanity, Morpheus tries to get a couple into a Kia. 

2014 Kia The Truth @KIA OMAN / Youtube.com 2014 Kia The Truth @KIA OMAN / Youtube.com

It’s an off-the-wall commercial that poked fun at the character rather than using him to be the stern voice of reason. It worked well, even if it did cost the car manufacturer $8 million. Still, it was a clever ad that saw Kia’s sales boost the following quarter.

8. Chrysler “Imported From Detroit”

Year: 2011
Company:
Fiat Chrysler Automobiles
Cost:
$12 million*

Eminem isn’t usually an artist that pops up in commercials all that often. Although he has acted before in movies like Sony’s Universal Pictures hit 8 Mile, he largely concentrates on his music. However, the Detroit-born rapper was a perfect choice for this clever Chrysler campaign. 

Chrysler “Imported From Detroit” @Cause Marketing / Youtube.com Chrysler “Imported From Detroit” @Cause Marketing / Youtube.com

As Chrysler and Eminem both have a solid history with Michigan’s city, it made sense to pair them up. With the tagline “the hottest fires make the hardest steel,” it worked incredibly well. When it first aired at the 2011 Super Bowl, fans loved it. 

9. Toyota Highlander

Year: 2014
Company:
Toyota Group
Cost:
$25 million*

Exactly how much did it cost Toyota to shove Terry Crews in a car with the entire Muppets cast? More than you might think. For a brilliantly energetic advertisement for the Toyota Highlander in 2014, the company shelled out a staggering $25 million for the short spot.  

2014 Toyota Highlander @Mayfield Toyota / Youtube.com 2014 Toyota Highlander @Mayfield Toyota / Youtube.com

The commercial aired during the Super Bowl, delighting young fans as well as striking the right nostalgic note in older viewers. It was a stroke of genius from the car company to get Terry Crews on board as audiences were already accustomed to seeing Crews on shows like Brooklyn Nine-Nine.  

10. Coca-Cola “America Is Beautiful”

Year: 2014
Company:
Coca-Cola
Cost:
$8 million*

As one of the largest companies in the world, Coca-Cola can afford to spend $8 million on a Super Bowl ad and not blink an eye. While most big, memorable Super Bowl commercials feature celebrities, Coke decided to buck the trend and enlist the help of your everyday American. 

2014 Coca-Cola America Is Beautiful @Cause Marketing / Youtube.com 2014 Coca-Cola America Is Beautiful @Cause Marketing / Youtube.com

The “America is Beautiful” campaign was an ode to the diverse range of citizens that the company caters to. The cost of the commercial didn’t matter, it was a firm nod to the place that the beverage has in normal life, without all the bells and whistles you might usually expect.

11. Jaguar “British Villains”

Year: 2014
Company:
Jaguar Land Rover
Cost: $8 million*

There was a time when Jaguar was actually owned by Ford – but a lot has changed since then. The luxury car manufacturer really didn’t scrimp on shelling out the cash when it hired three of Britain’s top actors to star in the 2014 commercial, “British Villains.”

2014 Jaguar British Villains @Smile Everyday / Youtube.com 2014 Jaguar British Villains @Smile Everyday / Youtube.com

Ben Kingsley, Tom Hiddleston, and Mark Strong brought just the right opulent vibe to the campaign. They didn’t come cheap, with the advertisement costing Jaguar in excess of $8 million. With a helicopter ride, a sprawling mansion and a white Jag, it wasn’t never going to be done on a shoestring budget. 

12. Taco Bell “Viva Young”

Year: 2013
Company:
Yum! Brands
Cost:
$7.6 million*

Taco Bell is an American institution, but that doesn’t mean the eatery doesn’t need to advertise. Every business has to stay on top by reaching new potential customers. Back in 2013, the company decided to break out of its tortilla shell by spending $7.6 million on a brand new commercial. 

Taco Bell “Viva Young” @Wall Street Journal / Youtebe.com Taco Bell “Viva Young” @Wall Street Journal / Youtebe.com

Rather than hiring bright young things, Taco Bell decided to focus on older residents breaking away for the night and enjoying themselves with a night of debauchery. It was the perfect way to emphasize the message that no matter how old you are, everyone is the same age at heart. 

13. Ferrari/Shell “60th Anniversary”

Year: 2007
Company:
Exor
Cost:
$4.5 million*

When Ferrari needed to come up with a concept to celebrate 60 years in 2007, they decided to shoot for the moon. They filmed scenes in some of the most famous places in the world, from Times Square to the Colosseum in Rome. Production saw the Exor-owned brand pay out over $4.5 million, but the result was worth it. 

2007 Ferrari/Shell 60th Anniversary @jrsmty / Youtube.com 2007 Ferrari/Shell 60th Anniversary @jrsmty / Youtube.com

Of course, the much-loved car manufacturer didn’t just celebrate with a ludicrously expensive commercial, but several big parties as well as an event that lasted three days in Maranello, Italy. Let’s face it, Ferrari has never been an institution that isn’t willing to spend a buck or two.

14. McDonald’s “Michael Jordan vs. Larry Bird”

Year: 1993
Company:
McDonald’s
Cost:
$11.3 million*

Michael Jordan is still one of the biggest, brightest NBA stars ever to have graced a court. Back in the 1990s, he was at the height of his fame playing for the Chicago Bulls – and McDonald’s decided to capitalize off of Mike’s insane star power. $11.3 million dollars later, they had one of the most memorable ads of the decade. 

McDonald’s “Michael Jordan vs. Larry Bird” @BF15 / Youtube.com McDonald’s “Michael Jordan vs. Larry Bird” @BF15 / Youtube.com

The fast food chain pitted Michael up against Larry Bird, with both of the famous faces getting into a friendly competition over who could score the most points. The winner would walk away with the Big Mac. It was an impressive spot with an impressive cast that’s still looked back on today for its oh-so-90s nostalgia.