The Best (& Worst) Super Bowl 2024 Commercials – Touchdowns and Fumbles
Whether you’re a sports fan or not, it can be agreed that Super Bowl Sunday is the most expertly crafted American pastime. Not a single audience is left unfed when a perfectly seasoned dish packed with a savory game, a sweet halftime show, peppered with flavorful ads is served. At Slice, we love the seasoning.
Within its 57,600 square feet, from the line of scrimmage to the endzone, the staggering scoreboard leaves a lingering uncertainty throughout the game. For home viewers, from the crockpot dip to the couch, one thing is certain: human emotions are sure to unravel during commercial breaks.
Each ad guarantees us a laugh, an occasional tear, a sudden craving for Dunkin Donuts, a little boredom (it is an emotion, after all), and maybe our worldviews slightly provoked. From heartwarming father-daughter tales to celebrity-couple cameos, the ads this year ranged from the spectacular to downright forgettable. Check out what the Slice squad delved into from the most talked-about Super Bowl commercials of 2024.
The Touchdowns
Google Pixel: Drawing inspiration from Apple’s playbook, the Google Pixel ad stole the spotlight with its emotional narrative of a man with blindness/low vision documenting his vividly colorful life and love journey, demonstrating the phone’s creative potential. By tapping into viewers’ emotions, Google showcased the power of storytelling in advertising.
State Farm: Leveraging humor and celebrity appearances, State Farm’s “Like a Good Neighbor” campaign left a lasting impression with its use of nostalgia—at least for millennials and beyond who remember the Arnold Schwarzenegger and Danny DeVito film Twins. With its witty dialogue and star-studded cast, the ad proved that laughter is indeed the best medicine, even in the world of insurance.
CeraVe with Michael Cera: This beauty product campaign garnered attention through clever teasers and an appearance from the beloved actor, Michael Cera. It hinted at a deeper connection with its audience, possibly tapping into social listening and community engagement for its creation.
NFL International Programs: Inspiring and moving, the NFL commercial highlighting their international programs in Ghana struck a chord with audiences. By showcasing their commitment to global outreach, the ad conveyed a message of unity and inclusivity.
Pringles: With Chris Pratt at the helm, the Pringles commercial delivered laughs and entertainment, proving to be a fan favorite. Its humorous approach resonated well with viewers, making it a memorable addition to the Super Bowl lineup.
Kia: Through compelling storytelling and a connection to core values, the Kia commercial stood out among the crowd. By tugging at heartstrings and evoking emotions, the ad left a lasting impression on audiences.
“The Future of Soda is Now” Poppi Soda: Utilizing repetition to its advantage, the Poppi Soda ad effectively positioned its product as a viable alternative through clear messaging and flipping the stigma behind “soda being bad” on its head. By reinforcing its key selling points, the ad made a strong case for its probiotic soda.
The Fumbles
Cetaphil Moisturizer: One would think the Cetaphil moisturizer commercial featuring Taylor Swift fans bonding with their dads would be an instant hit. While heartwarming, it seemed to have lacked clarity in product placement. Despite its emotional appeal, the intended nuance of the product failed to drive home its message effectively.
‘Jesus Gets Us’ Ads: Executed by Dallas-based agency LERMA, with a photojournalism-meets-Rennaisance-painting aesthetic, the ad remains effective in reminding people of Jesus’s message. However, the squad agreed that the ‘Jesus Gets Us’ ads sparked negative conversations due to the perceived insincerity topped by Jesus being sold as a product. The backlash ranging from the budget cost, the virtue signaling, and the perfectly crafted aesthetic of inclusivity, overshadowed the faith message. Being able to see right through the ad highlights the importance of authenticity in advertising.
Robert Kennedy Jr. Ad: Facing backlash for promoting anti-vaccine beliefs, the Robert Kennedy Jr. commercial missed the mark entirely. By aligning with controversial messaging—as if trying to blindside the topic altogether—the ad alienated audiences and detracted from its intended purpose.
Michelob Ultra with Leo Messi: Failing to feature the product prominently, the Messi ad lacked impact and failed to leave a lasting impression. Despite its star power, the ad fell short of delivering a clear message to viewers. Be honest, you had to Google this one, didn’t you?
Volkswagen: Missing the mark on its “Great American Love Story” theme, the Volkswagen ad fell flat and failed to resonate with audiences. Despite its potential, the ad failed to captivate viewers and make a meaningful connection by dropping very generic themes and imagery, not keeping a whole lot top of mind—maybe other than a reminder to get an oil change.
The Super Bowl ads of 2024 showcased a mix of triumphs and flops, highlighting the importance of effective storytelling, authenticity, and clarity in advertising. While some ads succeeded in capturing hearts and minds, others missed the mark and failed to leave a lasting impression. As advertisers reflect on the outcomes of their campaigns, one thing remains clear: understanding the audience and reading the room is essential for achieving success in the competitive landscape of Super Bowl advertising.
However, the Slice Squad was left with one question: How much from our late-night online purchases did Temu spend?
