The Best 5 Super Bowl Ads in 2024 (Brands That Got It Right) via @sejournal, @gregjarboe

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ARTICLE AD BOX

This year’s Super Bowl was the most-watched programme successful US tv history, with the largest assemblage for a single-network telecast and 123.7 cardinal viewers crossed tv and streaming platforms.

And that means a large concern successful Super Bowl ads from the large brands.

So, which brands utilized societal video sites efficaciously to amplify their TV commercials during the Big Game? Well, that depends a bully woody connected their run objectives. It besides depends connected however you measurement results.

We look astatine 3 fashionable advertisement meters, USA TODAY, DAIVID, and SYSTEM1, and their top-ranked Super Bowl Ads.

The Top 5 Super Bowl LVIII Ads From USA TODAY

More than 160,000 radical registered to ballot successful this year’s USA TODAY Ad Meter rankings.

According To USA TODAY, these were the apical 5 Super Bowl ads:

1. Like a Good Neighbaaa | feat. Arnold Schwarzenegger & Danny DeVito

As the video’s statement says,

“Arnold Schwarzenegger is formed to play Agent State Farm successful Agent State Farm the movie. There’s conscionable 1 drawback … helium can’t rather nail the slogan. Until his sidekick Danny DeVito steps in.”

What you whitethorn not cognize is that State Farm uploaded six variations of its TV spot to societal video sites: 4 to YouTube, 1 to Facebook, and 1 to Instagram.

On YouTube, the 4 versions got a full of 46 cardinal views and 51,800 engagements (e.g., likes, comments, and shares), and the 1 that got the astir views and engagements was “Like A Good Neighbaaa – To Be Continued,” which the marque uploaded connected February 6 – 5 days earlier the Big Game. It got 43.1 cardinal views and 6,400 engagements.

So, putting 1 of your cardinal players successful question earlier the drawback is not lone ineligible successful shot but besides a savvy determination successful Super Bowl advertising.

2. Dunkin’ ‘The DunKings’ ft Ben Affleck, Matt Damon, Tom Brady, Jack Harlow, Jennifer Lopez, & Fat Joe

The video’s statement says,

“Ben Affleck’s travel to becoming a popular prima confirms that thing is imaginable erstwhile you tally connected Dunkin’. Premiered during Super Bowl LVIII, Ben Affleck debuts “The DunKings,” featuring Matt Damon and Tom Brady.”

What you whitethorn not cognize is that Dunkin’ uploaded 21 variations of its TV commercialized to societal video sites: 15 to YouTube, 5 to Instagram, and 1 to Facebook. The YouTube variations got a full of 14.7 cardinal views and 68,900 engagements.

The marque uploaded lone 1 of these up of the Big Game: “Dunkin’ ‘Acting Lessons’ ft. Ben Affleck & Matt Damon” and it got lone 25,300 views and 150 engagements. So, putting a subordinate successful question wasn’t a large origin successful this Super Bowl ad’s success.

However, Dunkin’ uploaded 13 variations connected February 12: 10 to YouTube, 2 to Instagram, and 1 to Facebook.

So, flooding the portion is not lone a shot champion signifier but besides a societal video champion signifier connected the time aft the Super Bowl, erstwhile radical hunt for ads they saw the nighttime earlier – oregon heard astir from their friends, family, and colleagues.

And Dunkin’ should number “Matt Damon Was On A Break From Acting, But Then Christopher Nolan Called,” which The Late Show with Stephen Colbert uploaded connected February 14, 2024, arsenic portion of the post-event promotion run connected societal video sites – since Colbert held up a photograph of the brand’s Super Bowl advertisement and made jokes astir it earlier talking astir the movie Oppenheimer.

3. Perfect 10

You whitethorn retrieve Kia’s full-length 2024 commercialized for this year’s large game, adjacent though it didn’t diagnostic celebrities. Why? Because we each person that idiosyncratic who has ever shown up for us. We privation them to spot america succeed.

So, seeing however the all-electric, 3-row Kia EV9 SUV powers a peculiar infinitesimal for 1 small miss tapped into 1 of the 39 emotions integer marketers tin usage successful advertising.

It’s besides worthy noting that determination are 4 variations of this societal video ad: a pre-game teaser, a 30-second mentation of the Big Game commercial, a 60-second mentation of the Super Bowl commercial, and a Spanish mentation uploaded aft the Big Game.

All 4 were uploaded to YouTube, wherever they got a full of 16.6 cardinal views and 1,800 engagements.

This is akin to the dispersed enactment that puts 3 wide receivers and a moving backmost connected 1 broadside of the field. Hey, it works successful shot – and it besides works connected societal video sites.

4. DON’T FORGET UBER EATS

To retrieve Uber Eats delivers almost, astir anything, each you person to bash is hide thing else. Simply marque a small country successful your encephalon – similar Jennifer Aniston, David Schwimmer, Usher, the Beckhams, and Jelly Roll do. Whatever you forget, conscionable retrieve Uber Eats gets astir anything.

And conscionable successful lawsuit you person occupation remembering that message, Uber Eats uploaded 53 videos from January 25 to February 19, 2024: 36 to YouTube and 17 to Instagram. The YouTube videos got a full of 26.7 cardinal views and 28,000 engagements. That’s an mean of 743,000 views and 800 engagements per video.

This looks remarkably akin to the aged shot strategy known arsenic “three yards and a unreality of dust.” Okay, grinding retired results inactive seems to enactment successful societal video arsenic good arsenic football.

5. NFL Super Bowl LVIII || Born to Play

Yes, the NFL is simply a brand. And the marque is gathering consciousness extracurricular the US.

Heck, they’ve already played games successful London, Munich, Frankfurt, Toronto, and Mexico City. Later this year, the NFL volition play a crippled successful San Paulo, Brazil. And successful 2025, NFL players volition play a crippled successful Madrid, Spain.

So, wherefore shouldn’t the NFL propulsion a Hail Mary walk to a young lad from Ghana who discovers that it doesn’t substance wherever you’re calved if you’re calved to play football?

Actually, the NFL uploaded six societal videos astir the lad from Ghana: 5 to YouTube and 1 to Facebook. But the YouTube videos – which included a teaser and a mates of behind-the-scenes videos – got a full of lone 471,000 views and 4,900 engagements.

This includes conscionable 2 comments, 1 of which observes, “What’s delusional astir this is reasoning that radical really cognize thing astir American shot abroad…Ghana is brainsick astir shot already. Actual football.”

So, alternatively of looking similar a Hail Mary pass, this advertisement whitethorn spell connected to go 1 of the NFL’s funniest bloopers of each clip – if the lad from Ghana grows up to play for his state successful the World Cup.

But wait, there’s more!

USA Today not lone rated 59 TV commercials that were aired during Super Bowl 2024 but besides announced a Replay Review successful 4 categories: Most Comical, Most Inspirational/Heartwarming, Most Nostalgic, and Rookie of the Year.

The grant for astir comical Super Bowl commercialized went to:

BMW USA | Christopher Walken successful “Talkin Like Walken” (ft. Usher). As the YouTube video’s statement says,

“While immoderate try, they simply can’t. Like there’s lone 1 Christopher Walken, lone 1 Usher, determination is lone 1 Ultimate Driving Machine.”

Nevertheless, BMW USA uploaded 11 variations of their Super Bowl commercialized to YouTube. Together, they got a full of 10.4 cardinal views and 10,600 engagements.

So, conscionable similar the enactment discourtesy successful shot gives the backmost respective “options” of however each play volition proceed based connected the actions of the defense, creating aggregate variations of your video contented enables you to employment a wide assortment of targeting methods to scope circumstantial oregon niche audiences based connected who they are, what they’re funny in, oregon what contented they’re viewing.

The grant for astir inspirational/heartwarming Super Bowl commercialized was fixed to:

Perfect 10 – see above, and besides work 7 Brands That Will Inspire You to Create More Awesome Content, which demonstrates that inspiring your people assemblage isn’t arsenic hard arsenic getting them to laughter retired loud.

The victor for Most Nostalgic Super Bowl commercialized was:

Dunkin’ ‘The DunKings’ – spot above. Also, work Nostalgia Marketing & What We Can Learn From John Lewis Ads, which illustrates that this attack works efficaciously whether your “football” is spherical alternatively of an elongated spheroid.

The Award for Rookie of the Year Super Bowl commercialized was presented to:

Michael CeraVe

Now, CeraVe was developed with dermatologists, not Michael Cera. But this societal video run began connected January 11, 2024, and CeraVe uploaded 16 videos to 3 platforms: 7 to Instagram, 6 to YouTube, and 3 to Facebook. The YouTube videos got a full of 2.3 cardinal views and 22,100 engagements.

It’s worthy noting that USA TODAY’s Replay Ratings person been utilized successful erstwhile years to measurement action-packed, dramatic, and informative commercials, but not this year.

Ironically, YouTube AdBlitz tracked each these categories again this year. YouTube AdBlitz besides tracked inspirational and sentimental ads arsenic 2 abstracted categories. So, it’s unclear wherefore USA TODAY’s Replay Ratings didn’t leverage this information successful 2024.

Over the years, I’ve been captious of the methodology utilized by Ad Meter. I’ve said it:

Uses a unsocial acceptable of vanity metrics successful an nonfiction entitled Which Brand (Not Which Ad) Won Super Bowl 2019?
Doesn’t measurement marque awareness, consideration, favorability, oregon acquisition intent successful a file that asked Is a Super Bowl Ad the Equivalent of Lighting Money connected Fire?
May not beryllium a typical illustration of US adults implicit 18 – a post-game investigation entitled Top Super Bowl LV Ads: Brand Impact & Marketing Takeaways.

The Top 5 Super Bowl LVIII Ads From DAIVID

Another alternate Super Bowl advertisement ranking is DAIVID, a originative effectiveness level that uses facial coding, oculus tracking, and survey responses.

They looked astatine this year’s Super Bowl ads to spot which had the biggest affectional and concern interaction connected viewers. Using this methodology, present are the apical 5 Big Game ads:

1. NFL Super Bowl LVIII || Born to Play

Read above.

2. The Wait Is Over’:60

This video’s statement provides the backstory:

“The twelvemonth is 1972. Popeyes has conscionable opened, and they person immoderate groovy, far-out, and tasty fried chicken. Unfortunately, it volition beryllium implicit 50 years until they volition connection chickenhearted wings. Sweet ‘N Spicy, Ghost Pepper, Signature Hot, Honey BBQ, Roasted Garlic Parmesan.

Crispy, juicy, and inactive decades distant from your aboriginal seventies sensation buds. Faced with this mouth-watering quandary, what would you do? How could you guarantee that you would beryllium astir to sensation these modern marvels? Well, for 1 man, the reply was simple.

He cryogenically froze himself. And now, the satellite knows his story. This is that man’s travel to loving that chicken, and those chickenhearted wings, from Popeyes. Of course, for you, the hold is over, too. Because Popeyes yet has wings. What a clip to beryllium alive.”

I admit this play. It’s a hold route! A runner volition artifact the antiaircraft extremity for a fewer seconds, past crook astir and shuffle toward the quarterback. It’s an effectual play successful advertizing arsenic good arsenic football.

3. “DON’T FORGET UBER EATS.”

Since I’ve besides analyzed this societal video above, what tin I add?

Occasionally, utilizing a antithetic methodology tin reenforce the archetypal result. In Philadelphia, this play is called the “Tush Push.”

4.“CeraVe with Michael Cera…Ve.”

Yes, I analyzed this societal video above. However, I hadn’t noticed that an further video successful the run had been uploaded to the CeraStan998 transmission connected YouTube. That’s what radical extracurricular of Philadelphia would telephone a backmost sneak.

5. “Paramount+ Super Bowl Spot | Sir Patrick Stewart Throws a Hail Arnold | A Mountain of Entertainment”

This video’s statement besides provides the backstory:

“As the ascent up Paramount Mountain continues, Miami Dolphins backmost Tua Tagovailoa, Patrick Stewart, and Drew Barrymore scope an impasse. While they’re having occupation with their equipment, Patrick realizes determination mightiness beryllium different mode to instrumentality them higher…”

There are 2 versions of this Super Bowl spot. A two-minute mentation was uploaded to YouTube connected February 1. It got 10.7 cardinal views and 33,200 engagements. Then, a 45-second mentation was uploaded connected February 7. And it got 25,500 views and 16 engagements.

The shorter mentation was the 1 that ran arsenic a Super Bowl Commercial. Hey, with 30 seconds of aerial clip costing $7 million, the 45-second spot outgo astir $10,5 million, portion the two-minute mentation would person outgo astir $28 million.

But YouTube video ads don’t outgo much if they are 2.67 times longer. And immoderate integrated views are free. So, the acquisition learned erstwhile creating societal videos is to “go long.”

DAIVID besides ranked the astir effectual Super Bowl brands connected TikTok. Skincare marque CeraVe finished successful the apical spot.

Forrester said,

“CeraVe’s superb usage of TikTok to tease its advertisement with histrion Michael Cera gained it the apical spot of the TikTok chart. Using a premix of spoof interviews with employees and Cera himself, fake interior announcements and influencer content, the marque created the story that a crazed Cera was claiming to person developed the product. The contented generated a cumulative 5.8m views, maximizing the interaction of its Big Game spot.”

By the way, 4,950 US respondents participated successful DAIVID’s Big Game study.

So, adjacent though Forrester spells words similar “honours” and “maximizing” the mode they bash successful the UK, DAIVID’s methodology tells america which Super Bowl advertisers had the biggest interaction connected the hearts and minds of American viewers.

The Top 5 Super Bowl LVIII Ads From System1

System1 evaluated this year’s Super Bowl ads with much than 10,000 Americans to find however good they triggered affectional reactions that thrust semipermanent marque effectiveness arsenic good arsenic short-term income potential.

Their apical 5 ads for marque effectiveness were:

1. Superior Beach | Michelob ULTRA

Like different video descriptions, this 1 besides provides the backstory:

“Leo Messi walks into a barroom and a keg taps, starring to the top crippled ever played. Featuring a shout-out from Jason Sudeikis and an assistance from Dan ‘The Man’ Marino – drawback an ULTRA and propulsion up a formation chair. It’s crippled time.”

Umm, okay. But which game?

Messi is kicking a shot shot successful this ad. Marino throws the shot similar helium did erstwhile helium was the backmost for the Miami Dolphins. Sudeikis reminds america that Coach Ted Lasso’s strategy, which is called Total Football, gives players freedom.

2. REESE’S Cups Big Game Commercial 2024

This video’s statement informs us,

“#REESES #GameDay #commercial announces that determination volition beryllium a large #change to the iconic #REESES Peanut Butter Cups! The #REESESCaramelBigCup which includes #caramel is #outnow.”

Now, it’s besides worthy noting that Reese’s riotous slapstick advertisement shows that you don’t person to usage celebrities to marque an impact. But it did usage 8 hashtags.

If this seems excessive, see this: Peyton Manning yelled “Omaha” 44 times during a regular play crippled successful 2014. So, possibly the marque is conscionable calling an audible.

3. Mayo Cat – Hellmann’s Big Game

This video doesn’t person a description. So, what’s the point? Well, Hellmann’s “Mayo Cat” parodies instant stardom portion besides making a superior constituent astir nutrient waste.

On the different hand, possibly this is an homage to the Dolphins’ legendary “No-Name Defense.”

4. That T-Mobile Home Internet Feeling

Unlike the erstwhile video, this one’s statement explains:

“Zach Braff and Donald Faison (are) welcoming Jason Momoa to the vicinity the champion mode they cognize however – with a opus and creation 🕺 astir T-Mobile Home Internet.”

Or, arsenic the legendary David Ogilvy advised successful the 1980s, “When you person thing to say, sing it.”

5. Lindt LINDOR Life is simply a Ball

This video doesn’t person a description, either. But Lindt was the highest-ranking debut advertiser, and the cocoa brand’s chilled-out advertisement featured a Perry Como soundtrack and their acquainted Master Chocolatier character.

What does this person to bash with the Big Game? I don’t know, it’s a mystery. But wherefore does the NFL let extremity portion celebrations that see utilizing the shot arsenic a prop, celebrating connected the crushed and radical demonstrations?

System1 besides ranked the apical 5 ads for short-term income potential. They were:

1st: Dunkin’ ‘The DunKings’
2nd: Mayo Cat – Hellmann’s Big Game
3rd: REESE’S Cups Big Game Commercial 2024
4th: Imagine a satellite wherever the twist of an OREO could alteration everything. Literally everything

Oreo’s “Twist connected it” run not lone ran a 30-second advertisement during the 2nd 4th of this year’s Super Bowl, but besides uploaded 14 societal videos betwixt January 22 and February 12, 2024: a twelve variations to YouTube and 2 to Instagram.

The YouTube videos got a full of 3.8 cardinal views and 4,700 engagements.

The saltation with the astir views was 1:42 long. Yeah, you cognize this play. Go long.

5th: Like a Good Neighbaaa

“It’s nary astonishment brands are trying to acceptable arsenic overmuch into their airtime arsenic imaginable with loads of celebrities and blink-and-you’ll-miss-it scenes,” said Jon Evans, Chief Customer Officer, System1. “But these results amusement that the winning brands connected crippled nighttime instrumentality a much focused approach.

“They execute elemental ideas brilliantly, archer large stories, usage celebrities and marque assets wisely, and ne'er hide to entertain,” helium added.

How Should Brands Measure The Effectiveness Of Their Super Bowl Ads?

Measuring the effectiveness of a Super Bowl advertisement isn’t easy, particularly considering the precocious stakes and unsocial aspects of the event. But present are 12 cardinal areas that brands should see to make effectual ads:

Before The Game

Set wide goals: Define what occurrence looks like. As I said successful How To Make A Video Go Viral, the likelihood of your video going viral are astir 1 successful 1,000, which are besides the likelihood of cracking unfastened an ovum with a treble yolk. Instead, you should prioritize factual objectives similar raising marque awareness, expanding acquisition intent, oregon driving website traffic.
Create your marque strategy: Understand erstwhile contented performance, your brand’s personality, and what’s resonating with your people audience.
Use pre-testing: Utilize surveys, absorption groups, and different probe methods to gauge assemblage reception to antithetic originative concepts earlier investing tons of wealth successful production.

Create Effective Ads

Tell bully stories. According to a Google/Talk Shoppe study, 94% of viewers accidental bully contented tells a bully story, portion 92% of them accidental bully contented is produced with thought and effort.
Make it emotionally resonant. According to the aforesaid study, 85% of viewers accidental bully contented makes them consciousness thing emotionally.
Keep it relevant. Finally, the survey recovered that 80% of radical accidental they are much unfastened to advertizing oregon branded contented erstwhile a portion of contented is applicable to the viewer.

During And After The Game

Measure societal media engagement: Use the best societal media metrics crossed platforms to gauge the existent progressive engagement of users with your societal videos: speech (comments), amplification (shares), applause (likes), and economical worth (conversion value).
Compare marque assistance surveys: Conduct a marque assistance study, which measures advertisement recall, marque awareness, consideration, favorability, and acquisition intent of a radical of radical who saw your ads and those who didn’t, oregon simply comparison pre- and post-game surveys.
Track website traffic, leads, and sales: Use Google Analytics 4 to measurement caller users, lawsuit count, and conversions, including engaged-view conversions (EVCs), which bespeak that viewers watched a YouTube video for astatine slightest 10 seconds and past converted connected your website oregon app wrong 3 days of viewing the video.

Additional Considerations

Track earned media coverage: Track quality articles, blog posts, and societal media mentions that sermon your Big Game advertisement organically, indicating broader impact.
Employ societal listening tools: Analyze online conversations to recognize assemblage perceptions, place cardinal themes, and code immoderate antagonistic sentiments quickly.
Use originative effectiveness platforms: Instead of utilizing Ad Meter, which was created successful 1989, usage a originative effectiveness level similar DAIVID oregon System1 to find however good Super Bowl ads triggered affectional reactions that person been proven to thrust some short-term income and semipermanent marque effectiveness.

Remember, nary azygous metric paints the afloat picture.

Utilize a operation of quantitative and qualitative methods to summation a holistic knowing of your Super Bowl ad’s effectiveness, and don’t beryllium acrophobic to excavation deeper beyond conscionable the contiguous buzz.

How Should Brands Adjust Their Social Video Strategy For 2025?

Even if CTV plays a larger relation successful the Super Bowl, your societal video strategy shouldn’t solely absorption connected CTV itself.

Remember, societal media provides a captious launchpad and companion passim the campaign:

Pre-Super Bowl Buzz

Teaser campaigns: Use societal video snippets to physique anticipation for your CTV ad, creating excitement and generating buzz earlier the large game.
Behind-the-scenes access: Share exclusive clips oregon insights into the making of your CTV ad, humanizing your marque and fostering connection.
Partner with influencers: Collaborate with creators applicable to your assemblage and the Super Bowl to beforehand your run and thrust viewership.

During the Super Bowl

Live reactions and commentary: Encourage real-time engagement by sharing reactions to your CTV advertisement connected societal media, responding to comments, and creating interactive polls oregon quizzes.
User-generated content: Incentivize viewers to stock their reactions to your CTV advertisement connected societal media utilizing a branded hashtag, creating a assemblage astir your campaign.
Extend the conversation: Use societal media to amplify cardinal messages from your CTV ad, reply questions, and connection exclusive contented oregon deals related to the ad.

Post-Super Bowl Follow-up

Highlight cardinal metrics and successes: Share show information from your CTV advertisement run connected societal media, showcasing its scope and impact.
Offer post-game content: Create societal video contented that expands connected the themes oregon communicative presented successful your CTV ad, providing further worth to viewers.
Continue the conversation: Keep the momentum going by engaging with viewers connected societal media, answering questions, and fostering marque loyalty.

Remember

Align your societal video contented with your CTV ad: Ensure a cohesive connection and ocular benignant crossed some platforms for seamless marque recognition.
Leverage societal media analytics: Track show metrics similar engagement, reach, and sentiment to recognize what resonates with your assemblage and refine your strategy.
Optimize for antithetic platforms: Tailor your societal video contented for each platform’s circumstantial audiences and formats.

By utilizing societal media arsenic a launchpad, companion, and follow-up tool, you tin maximize the interaction of your CTV advertisement during the Super Bowl and beyond.

Disclaimer: All statistic supra not linked are from a gated Tubular Labs report.

More resources:

Featured Image: Gatot Adri/Shutterstock