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Super Bowl 2024 Trends & Takeaways

February 16, 2024

Super Bowl 2024 Trends & Takeaways for Brands of All Budgets

These are our Confessions… And Lessons.

Yes, the Super Bowl is considered the pinnacle of competition for athletes. But for marketers, the Super Bowl is, well, the Super Bowl of advertising. And standing out in a field of elite productions each with multi-million dollar budgets? Darn near impossible. 

In the ever-competitive arena of Super Bowl commercials, our analysts noticed three key themes that emerged as hallmarks of success during the 2024 game – and they’re strategies that brands of any budget can add to their playbook.

Humor, Relatability, And The Power Of Not Taking Your Brand Too Seriously 

In a contentious election year with startling world headlines coming in every day, the last thing audiences want is another stiff brand preaching an agenda at them. Yes, getting a little wild, weird and wacky is a way to stand out from the crowd, but it’s also a powerful way to let your consumers in, show a “human” side of the brand and educate on your RTBs in a way that consumers can relate to. 

Our Favorites:

  • CeraVe 
  • Paramount+
  • State Farm
  • PlutoTV 
  • Popeye’s

Celebrity Spots Still Stand Out When There’s an Original and Clear Story to Tell 

Celebrity cameos are a tried-and-true, yet tired formula in the Super Bowl. And more brands than not fell into a dizzying sea of sameness by trying too hard with too many stars and convoluted jokes. Viewers couldn’t remember who was selling what.

Those that succeeded however, all clearly started with an aligned and focused brief. Threading the needle with clear communication and distinctive angles triumphed over clutter. Let this be a lesson learned for all partnerships, from the macro celebrity level, to the micro influencer level.

Our Favorites:

  • CeraVe (again)
  • State Farm (again)
  • Verizon
  • Dunkin
  • E.L.F. Cosmetics

….But There’s Also Something to be Said For No Celebrity Partnerships 

Don’t have a celebrity budget? Don’t want to risk distracting from the actual goal? There were several ads that used their time deliberately to drive cultural impact with messages focusing on their product and/or message alone. Some grabbed attention with only a mascot and 6 seconds (DuoLingo), some had a full 60 seconds and reinforced product recognition with dynamic visuals and keyword repetition (Poppi/Healthy Soda). But none relied on celebrity endorsement.

Our Favorites:

  • Reeses
  • PlutoTV
  • Poppi
  • Dove
  • Kia 

As we reflect on the 2024 Super Bowl advertising landscape, the key takeaways resonate beyond huge budgets. Whether it’s playing up humor, crafting solid narratives with celebrities, or opting for simplicity, all brands can find inspiration and connect with audiences on a deeper level. The Super Bowl may be the pinnacle of athletic competition, but in the marketing arena, it’s a powerful classroom where every brand can learn, adapt, and thrive.