CLEVELAND, Ohio — Highly produced commercials that aim to keep you seated during Super Bowl breaks are a big problem for companies that paid up to $7 million for a 30-second spot.
Overall, this year the predominant way to sell products and messages was humor, and it was delivered by a multitude of stars. Companies have created the right aura in different ways – from laughing out loud, to lighting, to feel-good moments and messages via celebrity and pop culture references. Advertisements touting cryptocurrencies were notably absent.
With time, money and a message to convey, some advertisements have worked wonders. Here’s a look at our favorites from Super Bowl 2024. Between commercials, Kansas City beat San Francisco, 25-22, in overtime.
Honorable Mention: Silk
It’s not uncommon to see someone playing themselves or an iconic character in an advertisement. An ad for Silk plant-based milk is a semi-subtle example. Jeremy Renner has a pep in his step as he goes about his morning routine, singing James Brown’s “I Got You.” A real quality shines through in this one knowing that the actor was seriously injured in a snowcat accident a little over a year ago. He’s back, feeling better and drinking Silk with his daughter, who appears in the commercial. The cardboard of the product remains present in almost all plans but in a natural way. With vegan lifestyles as a dietary or culinary priority these days, the ad makes its point.
5. Budweiser Clydesdales
You’d be hard-pressed to find someone who doesn’t like Clydesdales even if they don’t drink Bud. They return in this mini-movie, saving the day by delivering beer in a blizzard. The fact that they are helped by a cute dog – well, that’s a recipe for good feelings and, of course, I’ll have a Bud. Few people, animals or inanimate objects have been more synonymous with companionship than these majestic horses. All Budweiser has to do is not overdo it. Let their Super Bowl be, well, their Super Bowl, and we’ll all be tuning in.
4. Elven cosmetics
The 20-year-old cosmetics company is using Judy Sheindlin as a “beauty judge” to preside over the court in the case of a woman who spent too much on makeup. The best option is the Elf range, more affordable and more durable, we agree. The company chose a good game to launch an advertisement. The Super Bowl traditionally attracts a larger audience that includes women – especially this year with Taylor Swift associated with the game due to boyfriend Travis Kelce playing it. Over the past year, Elf’s market share and stock have increased, and the company’s exposure at the Super Bowl will undoubtedly help it continue that rise.
3. Michelob Ultra
The Michelob Ultra spot features soccer star Lionel Messi who, while waiting for a keg to be changed at a beach bar, finds himself pushing his way through a group of people on the sand, maneuvering towards a aim. The ad takes on a feel-good vibe, thanks in part to the celebrities with positive brands who also appear (Jason Sudeikis/Ted Lasso, for example). But it works because we see right away what the ad is for and then we’re entertained while we wait to see how Messi ends up back at the bar. It doesn’t hurt that the company brought in a superstar in a sport that has growing interest in the United States, either.
Dove promotes positive messages from girls who play sports and takes a smart approach to touting the Body Confident program. Instead of showing success stories, it shows the downfalls and obstacles of everyday life. It’s not about being a champion, it’s about feeling good about yourself. As the slogan goes: “Shots don’t stop girls from playing sports, but low body confidence.” The ad – which uses the sometimes cringe-inducing song “It’s the Hard-Knock Life” as a backdrop – works at a time when women’s sports are attracting increasing attention due to calls for pay equity, success Olympic athletes and attention to athletes like the University. of Iowa basketball star Caitlin Clark and her legion of fans.
1. Uber eats
Jennifer Aniston is leading the way in reminding people that in order to remember something, you supposedly have to forget something. The message is clear because it is repeated throughout the gag without leaving any room for misunderstanding: “I didn’t know you could find all this on Uber Eats. » It’s not just about meals, but also coffee, office supplies, alcohol, flowers and much more. And of course, there’s no way Aniston will forget her “Friends” co-star David Schwimmer. Each line is funny and confirms the specific point of the ad. The kicker is wonderful, with Usher delivering a timely line about hoping to get a halftime show at the Super Bowl. Smart and funny. Also: Uber Eats removed one of the gags, about someone forgetting the presence of peanuts in peanut butter, under pressure from the nonprofit Food Allergy Research & Education. This quick response to the brief reaction will serve as another reminder of the company for consumers.
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I am on cleveland.comThe life and culture team of and covers topics related to food, beer, wine and sport. For my recent stories, here is a directory on cleveland.com. WTAM-1100’s Bill Wills and I talk food and drinks usually at 8:20 a.m. on Thursdays. Twitter: @mbona30. My latest book, co-written with Dan Murphy, is “Joe Thomas: Not Your Average Joe” by Gray & Co.
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