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Beyonce appeared in Verizon’s 2024 Super Bowl ad. (Photo by Gail Oskin/WireImage)
Super Bowl 2024 was an exciting year for advertisers with a full dose of celebrities, from Lionel Messi to Jennifer Aniston and Beyoncé. In addition to star power, we saw several ads alluding to artificial intelligence (e.g. Google, Microsoft), some appeals to emotions (e.g. Kia, Dove), and a surprise ad for independent presidential candidate Robert F. Kennedy, Jr. Some advertisements also made good use of influencers (e.g. nerds, Oreo cookies).
In the end, there were more ads than usual that effectively differentiated the brand while pleasing viewers, making this list difficult to decipher.
In compiling this list, in addition to considering whether the ad is likely to meet its objectives, several classifications were considered, including: Admeter from USA Today likability ratings drawn from a very large sample of consumers; ADPLAN qualifications of MBAs from the Kellogg School of Business, and Sprout Social’s List of the most active brands mentioned on Twitter on game day.
5) Hellmann’s – ‘Mayo Cat’
Hellman’s fourth consecutive Super Bowl ad focusing on the issue of food waste is arguably his best yet. The ad features Kate McKinnon (Saturday night live) and features the very cute “Mayo Cat,” while also including a cameo by Pete Davidson. In the ad, Mayo Cat helps communicate to McKinnon how to make effective use of leftovers, which, naturally, includes using Hellmann’s while also reduce food waste.
Hellmann’s message is a win-win situation for everyone: consumers, the planet (in the form of food suppliers), and the company. Parent company Unilever and the brand deserve considerable credit for their continued investment in drawing attention to the problem of food waste. The ad received an A grade from the Kellogg School’s ADPLAN, ranked 12th on USA Today’s Admeter, and generated considerable pre-launch buzz according to Sprout Social.
4) Uber Eats: “Don’t forget about Uber Eats”
A star-studded lineup that includes Jennifer Aniston, David Schwimmer, Usher, the Beckhams and Jelly Roll takes the opportunity to remind the viewer that Uber Eats delivers not just takeout, but everything from office supplies to tissues.
Nostalgia is harnessed with this all-star cast and the fact that Aniston forgets about her co-star Schwimmer is particularly funny. The result is an entertaining advertisement well linked to the brand message. ADPLAN’s grade for the ad was A. Admeter ranked it fourth, and while the ad didn’t make the top 15 on game day according to Sprout Social, it did very well in this regard in its early pre-release.
3) Volkswagen – ‘An American Love Story’
Marking 75 years since Volkswagen automobiles became available in the United States, the German automaker, founded in 1937, gets nostalgic in this ad featuring images including the 1960 VW Minibus and cinematic images of the Beetle.
There’s also a clever nod to his famous “The Force” Super Bowl ad, widely considered one of the best of all time. Also included is an image of the ID.Buzz electric minivan, which is scheduled to launch later this year in the US.
Overall, the brand effectively communicates the role it has played in American pop culture for many years while generating pleasant feelings. The ad received an A rating from ADPLAN and 14th place from Admeter. Besides, Autos.com reported a 394% increase in traffic to its website after the ad aired.
2) Verizon – ‘Can’t be broken’
While the topic of high-capacity networks is not new, Verizon and its competitors have long emphasized it. The use of megastar Beyoncé, who employs a variety of humorous tactics to break Verizon’s network, created a huge stir and reinforced the benefit of the product.
Sprout Social ranked #1 in game night buzz generation and based on data analyzed by the sweepstakes casino. Las Vegas Gems, Beyoncé experienced an increase in her Instagram following, gaining an impressive 254,844 new followers. The fact that the announcement coincided with the announcement of Beyoncé’s new album likely helped generate interest for both the singer and Verizon.
Kellogg’s ADPLAN rated the ad an A and ranked ninth on USA Today’s Admeter.
1) CeraVe – ‘Michael CeraVe’
The CeraVe skincare ad starring Michael Cera (Arrested development, Barbie) will likely do great things for brand awareness, as well as create a positive association about product quality. The company took advantage of a viral TikTok where a user asked if Cera is the brain behind CeraVe and sent kits to more than 400 influencers designed to fuel such speculation.
In the lead-up to the Super Bowl, Cera was seen signing bottles of the product at a pharmacy and handing out the products, among other activities, including his own “unauthorized” commercial.
The big game ad shows a boardroom of CeraVe’s demoatologist debunking Cera’s own campaign, pointing out that “Ve” stands for MVE Technology and “Cera” refers to “ceramides,” not Michael Cera. In the end, the spot conveys a message about the quality of the product by incorporating unique humor. The spot received an “A” grade from the Kellogg School MBAs, ranked 15th on USA Today’s Admeter, and generated the 7th most buzz immediately after the game, according to Sprout Social.
Honorable Mention
In a year with many effective announcements, some others that deserve special mention are:
- Google ad showing a visually impaired person able to use the product’s artificial intelligence features to take photos.
- Kawasaki for invoking the ever-controversial mullet hairstyle while also reinforcing a point about the robustness and enthusiasm for their product.
- Doritos ad for Dinamita with Jenna Ortega and the older characters of the brand Dina and Mita.
- Dove ad focused on female body image.
- Budweiser and Bud Light for returning to the essence of the brands after a period of controversy.
- Poppi for breaking through the clutter and getting your message across that it’s a healthy soda even if it wasn’t the nicest ad (#45 on Admeter).
Corrected on February 12: A previous version of this article incorrectly stated the number of years since Volkswagen was founded. The automaker was founded in Germany in 1937 and will celebrate its 87th anniversary in May, not its 75th anniversary. The company’s vehicles became available in the United States in 1949, 75 years ago.
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