The 2024 Super Bowl, a titanic clash between the Kansas City Chiefs and the San Francisco 49ers, transcended the boundaries of a typical NFL championship game, evolving into a cultural phenomenon that captured the imagination of millions worldwide. This year’s event was swathed in an extra layer of anticipation and excitement, much of it centered around the high-profile relationship between Taylor Swift, a global pop icon, and Travis Kelce, the star tight end for the Chiefs. Swift’s presence at the game and her connection to Kelce added a unique narrative, blending the worlds of sports and entertainment in a way that few other events could. The spectacle of the game, combined with the star-studded storyline, set the stage for an unforgettable showdown, drawing in a diverse audience beyond the traditional football fanbase.

In this context, the Super Bowl commercials took on an even greater significance. Known as the zenith of advertising opportunities, the big game offers brands a once-in-a-year chance to showcase their creativity, innovation, and message to an audience that spans the globe. The ads are more than just commercial breaks; they are a central part of the entertainment, with the power to spark conversations, influence consumer behavior, and make a lasting impression on the collective cultural psyche.

The variety and creativity of Super Bowl ads are as diverse as the audience watching them. From heartwarming narratives and cutting-edge special effects to celebrity cameos and humorous sketches, these ads aim to leave a mark on viewers’ memories long after the final whistle has blown. So, without further ado, let’s dive into the top Super Bowl ads of 2024 and see which brands brought their A-game to the biggest advertising stage of the year!

1. State Farm, “Like A Good Neighbaaa”

State Farm’s “Like A Good Neighbaaa” Super Bowl ad, featuring Arnold Schwarzenegger and Danny DeVito, was a standout hit, clinching the top spot in USA TODAY’s 36th Ad Meter contest. The commercial played on nostalgia, reuniting the iconic duo from their 1988 film “Twins” in a humorous scenario where Schwarzenegger, as a heroic State Farm agent, faces difficulty pronouncing the company’s tagline. DeVito’s surprise cameo adds a delightful twist, demonstrating the ad’s clever use of celebrity appeal and comedic timing to engage viewers and deliver State Farm’s message memorably.

The special effects in the commercials are pivotal in creating an action-packed atmosphere reminiscent of Schwarzenegger’s blockbuster films. These effects amplify the drama and excitement of the narrative, as Schwarzenegger’s character heroically rescues puppies and a pregnant woman, thereby enhancing the ad’s impact and entertainment value. This creative approach not only leverages Schwarzenegger’s action star persona but also cleverly intertwines it with State Farm’s messaging, making the commercial memorable and engaging for the Super Bowl audience.

2. CeraVe, “Michael CeraVe”

The CeraVe Super Bowl commercial featuring Michael Cera was one of the most memorable ads from the entire night, garnering significant attention and praise for using a clever marketing tactic. The ad leverages the name similarity between the actor and the skincare brand, creating a campaign that’s hard to forget.

The commercial’s effectiveness lies in its satirical approach, poking fun at traditional beauty ads while highlighting the product’s features, such as providing all-day hydration and containing essential ceramides. The ad finishes with a nod to the humor and the fictionalized narrative by showing Cera presenting his over-the-top ad concept to unimpressed CeraVe executives, reinforcing the message that, despite the fun and games, CeraVe is a serious skincare brand developed by dermatologists.

3. Doritos, “Dina & Mita”

Doritos’ “Dina & Mita” Super Bowl ad, starring Jenna Ortega and Danny Ramirez, brilliantly leverages comedy and the universally beloved figure of abuelas to create a memorable experience. The commercial unfolds with a high-energy chase for Doritos Dinamita, showcasing the lengths to which the grandmothers, played by Olivia Negron and Patricia Mauceri, will go to retrieve their spicy chips. This humorous narrative, combined with action-packed scenes and the unexpected, relentless duo of grandmas, resonates across many audiences, blending the thrill of the chase with a touch of familial love and dedication over a shared love for Doritos.

4. Verizon, “Can’t B Broken”

This ad ingeniously plays on Beyoncé’s capacity to “break the internet,” presenting a series of over-the-top scenarios where she attempts, but ultimately fails, to overwhelm Verizon’s robust network infrastructure​. The choice of Beyoncé for this campaign was a strategic move by Verizon, not only because of her immense popularity but also due to her history of causing significant online buzz with her projects. By associating with a figure of Beyoncé’s stature, Verizon cleverly communicates the message that if their network can handle the traffic generated by one of the most influential figures in entertainment, it can certainly meet the everyday needs of its customers.

5. Budweiser, “Old School Delivery”

Budweiser’s “Old School Delivery” for the 2024 Super Bowl nostalgically reinvigorates its brand identity with the return of the cherished Clydesdale horses and the loyal dog, embodying a heartwarming narrative of community and perseverance. Amid a snowstorm and power outage, the ad creatively showcases the lengths to which Budweiser will go to deliver its beer, reinforcing traditional values of camaraderie and resilience. This strategic move, especially after recent controversies, highlights Budweiser’s adaptability and its reliance on proven, iconic imagery to reconnect with audiences and affirm its place in the cultural zeitgeist.

This commercial exemplifies the critical role of audience reception in shaping a brand’s advertising strategy, especially following backlash. By revisiting themes and characters that have historically resonated well with viewers, such as the beloved Clydesdale horses, Budweiser leverages its longstanding brand heritage to navigate through controversy. This approach demonstrates how established brands can utilize familiar and cherished motifs to reinforce their identity and reconnect with their audience, showcasing the strategic advantage of having a rich legacy to draw upon in times of need.

6. Dunkin’, “DunKings”

In Dunkin’s “DunKings” Super Bowl ad, Ben Affleck, Matt Damon, and Tom Brady transform into a boy band, humorously celebrating Dunkin’ amidst a faux pop music career storyline. The commercial cleverly intertwines narratives from previous ads, featuring a lighthearted invasion of Jennifer Lopez’s recording session (which Jack Harlow, who is driving Affleck, comically doubts), building on Affleck’s previous Dunkin’ work. This approach of layering narratives over successive ads significantly enhances brand memorability and audience engagement by crafting an ongoing, entertaining storyline that captivates viewers with humor, celebrity cameos, and a nod to Boston culture.

7. NFL, “Born to Play”

The NFL’s “Born to Play” commercial, aired after the Super Bowl LVIII halftime show, is a compelling narrative that champions the global and inclusive nature of football. Featuring a young Ghanaian boy alongside NFL stars like Saquon Barkley and Justin Jefferson, the ad traverses a dream-like journey of aspiration and connection to the sport, emphasizing football’s expanding international footprint and the league’s commitment to offering opportunities to diverse talents worldwide. It underscores the message that talent is universal, yet opportunities are not, highlighting the NFL’s efforts to make football accessible globally.

The campaign poignantly illustrates football’s capacity to transcend geographical boundaries. It asserts that while talent is ubiquitous, opportunities are not, advocating for the sport as a vehicle for life-changing experiences across the globe, embodying the ethos that anyone, from any corner of the world, is born to play football.