Super Bowl…Super Ads!
In what some call the greatest sports spectacle in the United States, for many, the game itself is the least entertaining part of the event. For years, millions of people have gathered around their TVs for some of the most memorable, and talked about commercials of the year. With ad-spots starting around $6.5 million dollars for a 30 second slot, these commercials are some of the most profitable spectacles of creativity and innovation, despite their little air time.
As the internet has shifted to create platforms for ads that cost merely a fraction of what a Super Bowl slot would, these prime time airings still rake in billions of dollars with viewers not only paying attention, but also pulling out their wallets to upgrade, sign up for subscriptions, and make product purchases.
Though the general discourse surrounding Super Bowl ads has changed over the past few years, with many of the familiar and “legacy” companies declining to pay big bucks for their usual spot…we’ve gathered a list of our top 5 favorite ads, plus one honorable ATX mention!
So, if you missed the commercials while you were scanning your TV for Taylor Swift sightings or diving into your buffalo chicken dip, not to worry!
Here are some of our “can’t miss” Super Bowl ads:
“Talking like Walken”- BMW: The theme of this year’s BMW ad was, “ACCEPT NO IMITATIONS. While some try, they simply can't.” The commercial cleverly follows Walken’s day as he encounters people imitating his accent. While they try their best, there is no other Christopher Walken. This witty commercial plays on the notion of BMW being a unique car that sets itself apart from the rest. Not only is this commercial entertaining and humorous, but it’s also memorable due to Walken’s stardom and Usher’s cameo.
“Can’t B Broken”- Verizon: Beyonce’s involvement in a Super Bowl ad not only generates excitement because of her influence and super stardom, but the end of the ad spot teases a new music drop, sending millions of viewers to their phones, frantically searching for the Queen’s new music. The commercial plays on Beyonce “breaking the internet”, as she tries out different methods to swarm the servers and “take down” Verizon. When her methods of “BOTUS” (Bey of the United States) and other funny tactics fall short, the commercial ends with her saying, “Drop the new music”. As her loyal fans have eagerly awaited Act II of her Renaissance album, Verizon’s partnership undeniably hit the mark of one of the best commercials of 2024.
“The DunKings”- Dunkin Donuts: Ben Affleck has been a long time celebrity supporter of Dunkin Donuts with a multitude of ads featuring both him and his wife, Jennifer Lopez. In a celebrity-ridden ad, with cameos from Tom Brady, Matt Damon and Jack Harlow, Dunkin launched the nationwide “DunKings” menu, and used their familiar faces to announce it. While most Super Bowl ads follow suit with celebrity endorsements and cameos, Dunkin has secured a longtime familiarity with viewers by reusing Affleck as one of the many faces of their brand.
“Hello Down There:- Squarespace: In what was perhaps my favorite ad of the year, Squarespace used Martin Scorcese in their “extraterrestrial” commercial. The advertisement features people going about their day to day lives, completely unaware of the alien intrusion happening overhead due to the fact that they are all glued to their phones. Until their tablets and laptops light up with the Alien message, directing them to a website, no one believes it is actually happening. This is a genius marketing ploy from Squarespace to further the necessity of a website, not only for informational content…but also as a reputable, credible way to establish yourself, your brand or your business as “the real deal.”
“Javier In Frame”- Google: The minute-long commercial captures key moments in the life of a blind man, from selfies to his wedding day to starting a family, that he is able to photograph with the assistance of the Guided Frame accessibility feature in his Google Pixel 8 phone. Google has long used “real world” stories and events to highlight the importance of their accessibility features, and this year is no different. This ad demonstrates functionality while tugging on viewer’s heartstrings…leaving many of us Apple users wondering, “can my phone do that?”
“The Future of Soda is Now”-Poppi: For years we’ve seen Coca Cola’s polar bears prance across our screens, followed by many memorable Pepsi ads, Sprite ads, and even 7 UP. This year, however, we saw an ATX based prebiotic soda brand set the stage for the “future’s soda.” Not only was this ad fun, eye-catching and entertaining, but it also spiked searches for “what is prebiotic soda?” and “health benefits of prebiotic soda.” As diet trends come and go, Poppi is cementing itself as a champion in the health and wellness food industry. From their vibrant packaging to their impressive influencer UGC, Poppi is definitely a brand to watch.
These commercials are more than just interruptions; they're cultural phenomena that spark conversations, create memories, and remind us that, even in the midst of competition, laughter and emotion bring us together. Here's to the storytellers and the creative minds behind the screen – you nailed it!
Until next time,
Xo, TJ
