Top Campaigns From The Superbowl 2024
by Courtney
In 2024, advertisers are paying, 7 million dollars for 30 seconds of airtime.
It’s Ad-bowl time.
Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, NV on Sunday, February 11, 2024. But it’s not just about scoring touchdowns and winning.
It’s also a celebration that involves a halftime show performed by a-list celebrities and high-budget adverts that are shown before, during and after the event.
The halftime show in 2023 alone racked up over 121 million viewers.
Superbowl adverts are seen as entertainment rather than brands trying to sell their products or services. It’s a win-win for everyone, right?
Here are the top Superbowl campaigns 2024 and our thoughts:
Hellmann’s
Hellman’s mayonnaise has been around since 1905 and was founded in New York. Both Hellaman’s mayonnaise and Superbowl advert were a delight.
The concept was funny and strategic, leaning into the ever-growing trend of cats which are taking over the world – especially online!
The casting of Kate McKinnon owner and featuring Pete Davidson as the cat’s short-term love affair as it begins to grow famous for its meow sounding like “mayo” is comedy gold in 2024.
Popeye’s Chicken
Popeye’s Chicken has been a famous fast-food restaurant since its inception in 1972. And their 2024 Super Bowl advert hit the spot.
Leaning into a common yet impactful storyline of our “future” and how our society is changing for the “better” is a clever narrative tie into their new chicken wings. Casting legendary actor and comedian Ken Jeong who is famously known for his role in The Hangover was a perfect match for this concept.
Kawasaki
Kawasaki is a Japanese manufacturer of engines and motorcycles has now designed the Kawasaki Ridge which took centre stage in their Superbowl ad for 2024.
Their concept for the advert was original and funny.
Mullets have been making a comeback over the last six months, which highlights this trend along with identifying and resonating with their ideal target audience.
Additionally, it was nice to see WWE star, “Stone Cold” Steve Austin, make an appearance. However, it was not necessary but simply a bonus.
Paramount+
Paramount+ is an American streaming service, otherwise known as video-on-demand that offers a subscription, like Netflix and Amazon Prime Video.
This Superbowl campaign was nostalgic for a lot of viewers across all ages. It educates people on the content that’s actively aired on Paramount+.
The advert cleverly uses humour and adventure, tied in with a memorable moment of Patrick Stewart “throwing the child” Hey Arnold!, who is well-known for his “football head”.
The only downfall of this advert is that it’s too hard to follow. The amount of characters on screen is overwhelming and relies on them too much to hold the attention of viewers rather than telling a compelling story.
UberEats
UberEats is a globally renowned online food service delivery that was founded in 2014. For the Superbowl this year, they released both a teaser advert and a full
The teaser advert features a-list celebrities Victoria and David Beckham who have recently released their new Netflix show, with a specific scene going viral as a meme. It’s this exact meme that Ubereats replicated to highlight their service and promote their teaser for the full one-minute advert.
But be honest Ubereats, capitalising on this meme did make your teaser memorable but it did not fit the content of the Superbowl. But once you watch the full advert, it starts to make sense.
Full advert
The full one-minute advert continues to feature the couple as they forget about her being in the Spice Girls. They then move into a popular show, Friends with stars Jennifer Anniston and David Schwimmer who “don’t remember working together. The concept of people forgetting people and things about them is very relatable to their audience.
Which campaign scored well in your field?
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