Super Bowl Sunday has come and gone and that means it’s time to wrap up some of the best ads of the big game. Every marketer knows that the Super Bowl is the biggest showcase for advertisers in the US, making for some of the most exciting and entertaining ads of the year.
Super Bowl LVIII had a massive audience
As the San Francisco 49ers and the Kansas City Chiefs kicked off on Sunday in front of 65,000 football fans, advertisers were getting their game faces on, ready to reach the 123.4 million viewers watching at home (the most watched TV broadcast since the 1969 Moon landing).
This kind of audience might be a once-in-a-lifetime opportunity, but the Super Bowl audience has consistently grown year over year. In 2023, an estimated 115 million viewers in the United States watched the big game at home. This means that next year may be an even bigger opportunity for advertisers.
The top 7 ads of Super Bowl 2024
These are some of the most eye-catching and entertaining ads of 2024’s Super Bowl.
Cetaphil – New Ways to Connect
As we predicted, Taylor Swift made an appearance in this year’s Super Bowl ad lineup. Amongst backlash for the NFL’s showing of Swift, this ad embraces her presence and how it brings people together. Featuring a real father and daughter from New York, this ad is a tear-jerker, showing the power of a warm welcome and the beauty in finding moments to spend together as a family.
Paramount Plus – Sir Patrick Stewart Throws A Hail Arnold
An amazing cast of stars including Sir Patrick Stewart, Jeff Probst, Drew Barrymore, Knuckles, Hey Arnold, Peppa Pig, and Creed rally together to try and escape a canyon in the most hilarious Super Bowl ad Paramount Plus has ever released. This massive celebrity (and cartoon) lineup, paired with fun pop-culture references makes this ad a hilariously shareable experience.
Bud Light – Easy Night Out
If you had a genie what would you wish for? This ad from Budlight answers the question fabulously with appearances from Payton Manning and Post Malone – imagining an epic night on the town. The ad sprinkles in humor too, giving it a fun and uplifting vibe that keeps audiences engaged.
CeraVe – Michael CeraVe
If you love puns then you’ll love this ad from CeraVe featuring the one and only Michael Cera. The entire ad hilariously points out the similarities between the company and the actor’s name, creating an amusing and captivating ad reminiscent of the famous Old Spice ads from the early 2010s.
The lead-up to this ad was equally funny, with Michael Cera spotted in public with massive bags of CeraVe products for, at the time, no understandable reason. The virality of that moment definitely helped solidify this ad as a Super Bowl success.
Uber Eats – Don’t Forget Uber Eats
Jennifer Aniston, David Schwimmer, Usher, the Beckhams, and Jelly Roll come together to make this fun ad from Uber Eats one to remember. How do you make room in your head to remember the important things? These celebs take turns sharing their secrets to keeping deals from Uber eats at the top of their mind. The hilarity of watching stars forget what made them famous leaves audiences in stitches and makes it easy to commit this ad to memory.
Budweiser – Old School Delivery
To celebrate its longevity, Budweiser shows just how hard it was to deliver its beer when the company was founded by going back to its roots. Horsedrawn delivery carts bring nostalgia to life in this ad and the hashtag #DeliveringSince1876” adds to its shareability. Instead of relying on celebrity appearances and comedy, this ad departs from the usual Super Bowl fare with sentimentality, memorable music, and a heartwarming story.
Dunkin’ – Voice of Reason
In this funny ad starring Ben Affleck, Ben has a dream – to be a musician. Only, he’s not cut out for it. Part of a series of ads in which Ben Affleck explores his musical potential, this ad manages to say everything it needs to – while barely mentioning coffee or donuts. The humor and star power of this ad makes it a fun and creative exploration of just how far an ad can push the boundaries of its medium.
The key takeaway this year? While celebrity appearances are still a great way to have a funny and successful Super Bowl ad, they aren’t necessary. The fundamentals of good storytelling still bring viewers back time and time again, even without the A-list.
Check out 2023’s top Super Bowl ads, or if you’re keen, take a peek farther back at the most watched Super Bowl ads of 2022.
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