Best Super Bowl ads 2024

This story might be up to date as we watch the sport.

Right here we’re, the day that each advertiser waits for all yr lengthy. The day folks don’t completely and fully hate adverts, however as a substitute curiously tolerate, and even excitedly stay up for them.

Together with that sense of event comes a stress to ship. It’s a second the place the pop-culture highlight on manufacturers is so vibrant you’ll be able to virtually hear the viewers doing its best Judge Smails impression. Manufacturers beg and scheme to steal our consideration all yr lengthy, and now they completely have it. The query is, whaddya received? After all of the teasers and intelligent social posts, it’s time to justify the hype.

Tremendous Bowl commercials are not simply Tremendous Bowl commercials. They’re Tremendous Bowl campaigns that run for weeks earlier than and after the sport. In truth, manufacturers are finding ever-inventive ways to use the Super Bowl as an advertising platform, some even with out really promoting through the, y’know, precise Tremendous Bowl. Miller Lite, for instance, doesn’t have an official spot through the recreation, however made an advert starring Rob Riggle to hype a QR-coded T-shirt giveaway to followers to put on through the recreation that others can scan totally free beer cash.

It’s very straightforward to get misplaced in all this sales-driven spectacle, however for me, the standards for an incredible Tremendous Bowl advert is comparatively easy. Is it enjoyable or emotional in a method that’s each extremely entertaining and makes positive I keep in mind which model it’s for? A straightforward query to ask, however as a long time of Tremendous Bowl adverts have confirmed, way more tough to reply. 

It doesn’t matter what anybody tells you, the rating and evaluating of Tremendous Bowl adverts is a purely subjective train. However hell, it’s additionally loads of enjoyable, proper? Listed below are my Prime 5 Adverts of Tremendous Bowl 2024. 

Paramount+ “Sir Patrick Stewart Throws A Hail Arnold”

It actually comes down to 3 easy phrases: Throw the kid. Delivered, in fact, within the gravitas of Sir Patrick Stewart. But it surely’s oh a lot greater than that. 

Created by advert company Droga5 and directed by David Shane, “Sir Patrick Stewart Throws A Hail Arnold” manages to take the weather of many a Tremendous Bowl advert—a group of celebrities, a comedic idea—and mix them in a method that makes it really feel contemporary and really humorous. Why are Stewart, Miami Dolphins quarterback Tua Tagovailoa, Survivor’s Jeff Probst, Drew Barrymore, Knuckles, Arnold, Peppa the Pig, and Creed caught on Paramount Mountain within the first place? Who cares! It’s all simply bizarre sufficient to make the suspension of disbelief doable.

Generally, events just like the Tremendous Bowl can have manufacturers going as broad as doable, however credit score right here to Paramount and Droga5 for leaning into darkish, odd humor. One of many keys to the profitable formulation could also be David Shane, who has lengthy been a grasp of business and short-form comedy.

The result’s fairly merely: one of the crucial stunning and entertaining adverts of the sport. 

Uber Eats “Don’t Overlook Uber Eats”

Just a bit over every week in the past, Uber Eats dropped a teaser starring David and Victoria Beckham, recreating their viral second from the Netflix doc collection Beckham, to hype their look within the precise Tremendous Bowl advert. It was enjoyable, cute, and tapped right into a viral cultural second. 

The problem right here is, it had all of the markings of a teaser that overpromises. How can the total advert stay as much as this? Created with company Particular Group, the premise right here is to ensure we keep in mind that Uber Eats delivers virtually something. We open with Jennifer Aniston getting an Uber Eats supply, after which she delivers a not-so-scientific concept of how the human mind processes reminiscence: As a way to keep in mind one thing, it is advisable to neglect one thing else. When it comes to mind science, let’s be trustworthy—this concept would possibly as effectively have come from Theodoric of York. However we’re not right here for mind science, we’re right here for laughs. 

So all forgetful hell breaks free. The Beckhams rapidly come again into body, however neither David nor Victoria can recall the title of that pop group she was in (Pepper Women!). Aniston can’t fairly keep in mind David Schwimmer. And Jellyroll sees his face tattoos within the mirror for the primary time. The cherry on prime is the very finish. The advert is about to air within the third quarter, and it ends with Usher, trying like he simply completed the halftime present, forgetting he simply completed the halftime present.

Earlier than the sport, there was a slight backlash to one scene, claiming the man who forgets peanut butter is comprised of peanuts, makes mild of peanut allergic reactions . . . however that takeaway from the advert does neglect the whole comedic premise of the spot. That mentioned, Uber introduced that it will change the advert to edit out the scene.

Except for that hiccup, that is the way you celebrify a Tremendous Bowl advert. We’ve got a premise rooted within the precise product and a laundry checklist of celebrities making themselves part of the joke in a wide range of enjoyable methods.

Hellmann’s “Mayo Cat”

What usually makes probably the most highly effective items of artwork so impactful is how they’re able to change folks’s notion of actuality. They not see the world the identical method. 

Am I saying that Hellmann’s Tremendous Bowl advert accomplishes this? Look, I’m not not saying it—that’s between you and your god—however I defy you to listen to feline vocals the identical method ever once more. 

Created with company VML, the spot opens with former SNL star and Barbie scene-stealer Kate McKinnon caught in a dilemma of what to do with leftover rooster, scallions, and cheese. “What am I gonna make with this?” she says. The cat responds, “Mayo.”

Now, did the lovable cat say “meow” or “mayo”? That is up for debate and interpretation. For each one that sees Maru, one other will see witches with knives in their feet.

What’s irrefutable is the spot’s commentary on the fashionable fame industrial advanced—and the way the model was in a position to embed its product into the very language of that lovable, darn mayo cat. 

Bud Mild “Straightforward Night time Out”

You keep in mind the Bud Knight? Effectively, the model is again to its absurd character methods with this yr’s Tremendous Bowl advert and the introduction of the track-suited, mustachioed, Bud Genie. What’s the Bud Genie do? Within the spot created with company Anomaly, he may give an ‘80s metallic mane, not less than one huge bicep, a DeLorean stretch limo, make Peyton Manning your finest buddy, and get Submit Malone to indicate up on the bar.

Final yr’s spot, “Maintain” with Miles and Kaleigh Teller dancing cutely to carry music, was well-received and enjoyable. However the Genie positively marks a flip again to the foolish celebration tone and persona that the model had lengthy constructed. Recall the Dilly Dilly campaigns, and naturally, the 2019 Tremendous Bowl advert during which the model collaborated with HBO to see the Bud Knight take on Game of Thrones’ heavyweight, Drogon.

The model should be struggling after the lengthy and ridiculous right-wing backlash to its inclusivity efforts, in addition to others’ response to the brand’s own limp response to that backlash. Guardian firm AB InBev is actually hoping that the Bud Mild Genie will grant its want to put all of that behind it. 

Goofy, entertaining beer commercials go along with the Tremendous Bowl like wings and nachos, and this advert positively hits the spot. 

Kawasaki “Mullets”

There are manufacturers that convey a sure stage of expectation to the Tremendous Bowl. Good or dangerous, humorous or unhappy, you simply know that the makers of beer, automobiles, and junk meals are going to be there. 

However yearly there’s an surprising visitor on the celebration. Somebody who is available in with no expectations by any means and charms the gang. Final yr, Farmer’s Canine confirmed up out of nowhere to win the USA Right this moment Advert Meter. 

This yr, my shock visitor is Kawasaki. With its first-ever Tremendous Bowl advert, promoting what’s admittedly a reasonably rattling area of interest product in an off-road side-by-side automobile, Kawasaki took these circumstances and threw a Hail Mary. Or Hair Mary.

When you can virtually see the Tremendous Bowl advert guidelines at work—humorous premise, animals, surprising celeb cameo—the spot is intelligent and earnest sufficient to make you neglect that formulation and as a substitute really feel the mountain breeze blowing via your individual majestic-yet-imaginary Camaro Crash Helmet.

And at last . . . the worst advert of the 2024 Tremendous Bowl. (To date.)

Michelob Extremely “Superior Seaside”

I’ll begin by saying that clearly this isn’t the worst precise advert of the Tremendous Bowl. It’s wonderful. But it surely’s my worst advert as a result of it’s probably the most disappointing. It’s the one with maybe probably the most wasted alternative—and it had a lot potential. 

This can be a completely appropriate and dutiful beer advert. Many individuals will love this. I needed to be a type of folks. I’m not.

Right here we’ve a world-class advert company (Wieden+Kennedy), a world-class marketer (AB InBev), and an A-list expertise roster with international soccer’s (controversial) GOAT Lionel Messi, Ted Lasso’s Jason Sudeikis, and NFL legend Dan Marino. However the funniest factor about the entire spot is the title of Marino’s boat. 

That is the Tremendous Bowl. This can be a Tremendous Bowl beer advert. These two issues present a license to get as wacky as doable. As a substitute, we get Meh-ssi. Why is Sudeikis even there? It’s like Mentos made a beer ad. 

It’s, nevertheless, the right alternative to take Coach Lasso’s best advice.