Super Bowl Commercials 2024: Ranked & Reviewed (Including AI Ads)

Super Bowl 2024: Brands Score Big with Star Power and AI in Advertising Blitz

Sunday’s Super Bowl LVIII wasn’t just a battle on the gridiron between the Kansas City Chiefs and the San Francisco 49ers; it was a high-stakes showdown for brands vying for the attention of a record-breaking February 11 audience. With 30-second spots commanding a hefty January 31 price tag of $7 million, advertisers pulled out all the stops, leveraging celebrity cameos and, increasingly, artificial intelligence to make a lasting impression.

Experts at Northwestern University’s Kellogg School of Management have begun to weigh in on the commercials, with spots from Google, Dove and CeraVe receiving high marks. Google’s ad, in particular, stood out for its depth, according to Derek Rucker, a Kellogg professor and co-lead of the school’s ad review. He noted that the majority of ads were lighthearted, but some, like those from Dove and Google, “dug deeper.”

Viewer preferences, as measured by USA Today’s Ad Meter, leaned towards comedic spots. State Farm’s commercial featuring Arnold Schwarzenegger and Danny DeVito resonated strongly with audiences, as did Dunkin’s ad boasting a star-studded cast including Ben Affleck, Jennifer Lopez, Matt Damon, and Tom Brady. However, translating popularity into brand elevation is the ultimate goal, and Rucker emphasized that simply “showing up” at the Super Bowl isn’t enough. “We find some brands that showed up, but you and I will forget about them the next day,” he said.

The 2024 Super Bowl commercials were notably infused with musical talent. Usher, who headlined the halftime show, appeared in multiple ads, while Beyoncé unveiled new music in a commercial that quickly became a talking point. Other musical stars featured included Cardi B, Jennifer Lopez, Ice Spice, Lady Gaga, Jay-Z, Blake Shelton, Gwen Stefani, and Post Malone, who performed “America the Beautiful” before the game.

Ice Spice’s appearance in a Starry soda commercial, a Pepsi product replacing Sierra Mist, generated buzz. The ad featured the rapper choosing Starry over a previous lemon-lime beverage, playfully interacting with animated fruit characters. Beyoncé’s ad, however, garnered significant attention for its unveiling of new music.

The use of artificial intelligence was also a prominent theme in the advertising landscape leading up to the game. While specific details about AI-driven ads weren’t immediately available in the initial reviews, the broader trend suggests a growing interest in leveraging the technology to create innovative and engaging content.

The stakes are high. A memorable Super Bowl ad can reshape consumer perception of a product, as Apple demonstrated decades ago with its iconic “1984” commercial, which cemented the Macintosh as a cutting-edge alternative to IBM. Conversely, a poorly executed or insensitive ad can severely damage a brand’s reputation, as evidenced by the controversy surrounding a 1999 Super Bowl ad for Just for Feet, which was widely criticized as racist and tone-deaf.

With an audience reaching 120 million viewers, the Super Bowl represents the largest single network audience in history. Brands are acutely aware of the potential return on investment, but also the risk of a costly misstep. As Rucker pointed out, “When the costs are as high as the Super Bowl, that’s really dangerous.” The success of a Super Bowl ad hinges not just on visibility, but on creating a resonant message that lingers with viewers long after the final whistle.

The Kellogg School of Management’s Super Bowl Advertising Review will continue to provide in-depth analysis of the commercials, offering insights into what worked, what didn’t, and the evolving trends shaping Super Bowl advertising.