The Super Bowl is not just about the clash on the field; it’s a battlefield for advertisers vying for the attention of millions. In the 2024 Super Bowl, some brands achieved victory with memorable ads, while others stumbled on their way to the end zone. Let’s take a closer look at the best-performing ads that left an indelible mark on viewers, according to both USA Today’s Ad Meter, CBS News and Northwestern University’s Kellogg School of Management.
Best Super Bowl Ads 2024
1. Google: A Visionary Touch
Google’s ad for the Google Pixel camera stole the spotlight by featuring a visually impaired man capturing precious moments with his family. This emotionally charged commercial earned an A rating from Kellogg, showcasing the powerful connection between technology and human emotions.
2. CeraVe: Skincare Meets Humor
CeraVe took a clever approach with actor Michael Cera, humorously claiming credit for the brand’s moisturizing cream due to the shared name. This well-executed ad not only amused viewers but also effectively communicated the dermatologists’ expertise behind the product, earning it an A rating.
3. Dunkin’: The DunKings Return
Dunkin’ brought back the star-studded trio of Ben Affleck, Matt Damon, and Tom Brady for a hilarious spot featuring a boy band named the DunKings. This playful commercial, a follow-up to last year’s ad, secured the second spot on USA Today’s Ad Meter.
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4. Reese’s: A Sweet Twist
Reese’s introduced a new twist to its classic peanut butter cups by adding caramel. Actor Will Arnett took viewers on an emotional journey, assuring them that the beloved original Reese’s would still be available. The ad earned an A from the Kellogg review.
5. State Farm: Schwarzenegger’s Twist
State Farm’s commercial featuring Arnold Schwarzenegger in a movie about the insurance company became an instant hit, with his unique accent transforming the slogan into “like a good neighbaaaa.” The comedic genius, along with Danny DeVito’s appearance, secured the top spot on USA Today’s Ad Meter.
6. Volkswagen: A Nostalgic Ride
Volkswagen took viewers on a nostalgic journey through the decades, showcasing its iconic vehicles. The ad concluded with the introduction of the new electric minibus, ID.buzz, earning Volkswagen an A rating.
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7. Doritos: Action-Packed Fun
Doritos featured actor Jenna Ortega in a grocery store adventure, with older ladies turning into action heroes to retrieve the last bag of Doritos Dinamita. This ad reflected the trend of increased multicultural representation in Super Bowl commercials.
8. Verizon: Beyoncé’s Glitzy Break
Verizon’s glitzy ad featuring Beyoncé attempting to “break” Verizon through various announcements became the most engaging post on Instagram that night, according to ComScore.
9. Microsoft: Empowering with AI
Microsoft’s commercial showcased people using their mobile phones to access Copilot, the AI assistant introduced last year. The ad aimed to familiarize consumers with Microsoft’s AI capabilities, receiving praise for its smart execution.
10. Dove: Empowering Confidence
Dove continued its legacy of promoting body positivity and acceptance. This year’s ad focused on the challenges girls face in maintaining confidence while participating in sports, earning praise for delving into a significant issue.
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11. Mountain Dew: Aubrey Plaza’s Deadpan Delight
Mountain Dew enlisted the deadpan delivery prowess of “Parks and Recreation” star Aubrey Plaza. This Super Bowl ad emphasized the brand’s tagline, “having a blast,” as Plaza showcased how drinking Mountain Dew can add a spark to any situation. The unexpected cameo by one of her “Parks and Recreation” co-stars added an extra layer of humor.
12. Hellmann’s: Mayo Cat’s Viral Takeover
“Saturday Night Live” star Kate McKinnon took center stage in Hellmann’s ad, where her cat stole the spotlight by repeatedly saying “mayo.” The humorous spot went viral, sparking a renewed interest in cooking with mayo and showcasing the brand’s creative approach.
13. Etsy: A Tale of Gratitude
Etsy showcased its new “gift mode” service through a heartwarming tale of Americans seeking the perfect thank-you present for France in exchange for the Statue of Liberty. So, the ad highlighted Etsy’s commitment to personalized and thoughtful gift-giving.
14. Uber Eats: More Than Food
Uber Eats enlisted “Friends” stars Jennifer Aniston and David Schwimmer to convey the message that Uber Eats delivers more than just food. The star-studded ad used the concept of remembering by forgetting and emphasized the diverse range of items the service can deliver.
So, in a game where every second counts, these brands successfully capitalized on their 30 seconds of Super Bowl fame. With ads that resonated emotionally, entertained, and also delivered impactful messages, they scored touchdowns in the hearts of viewers. As the curtains fall on the 2024 Super Bowl, these commercials stand tall as the champions of advertising.
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Crafting the Perfect Ad: A Game of Strategy
In the competitive arena of Super Bowl advertising, crafting the perfect ad requires a strategic blend of creativity, humor, and also emotional resonance. The success of these commercials can be attributed to their ability to strike a chord with viewers, leaving a lasting impression far beyond the game.
### The Importance of Ad Ratings
Both USA Today’s Ad Meter and Northwestern University’s Kellogg School of Management provided valuable insights into the effectiveness of these Super Bowl ads. USA Today’s Ad Meter, based on viewer votes, gauged the popularity of commercials, while Kellogg’s ratings assessed the marketing qualities, such as distinction and positioning.
Looking Beyond the Screen: Impact on Brand Perception
A memorable Super Bowl ad not only entertains but also has the power to shape the narrative around a brand. Whether through humor, emotion, or a thought-provoking message, these ads have the potential to influence how consumers perceive and connect with a product.
Avoiding the Fumble: The Costly Stakes of Super Bowl Ads 2024
With brands shelling out a staggering $7 million for a mere 30 seconds of airtime, the pressure is on to make those moments count. As Derek Rucker from Kellogg points out, it’s not just about showing up at the Super Bowl; it’s about creating an ad that resonates and lingers in the minds of viewers. A poorly executed ad in such a high-stakes game can have detrimental effects on a brand’s image.
Also Read: The Role of Jingles in Advertising: A Look at Some of the Iconic Jingles of All Time.
Conclusion
In the end, the winners of the 2024 Super Bowl ads were not only the teams on the field but also the advertisers who successfully navigated the competitive landscape of commercial breaks. These standout ads will be remembered, discussed, and also shared, solidifying their place in Super Bowl history. As the lights dim on the grand sporting event, the echoes of these advertisements will resonate in the minds of viewers, showcasing the enduring power of a well-crafted Super Bowl commercial.
