“Super Bowl LVIII Ads: From Star-Studded Spectacles to Heartfelt Moments”
In this year’s Super Bowl clash between the LVIII Ads Kansas City Chiefs and the San Francisco 49ers, the battle extended beyond the field as major advertisers vied for viewers’ attention with star-studded, glamorous messages.
LVIII Ads
Beyoncé once again captured the internet’s fascination in a Verizon ad, complemented by a subsequent viral music release. Soccer legend Lionel Messi showcased his allegiance to Michelob Ultra, while T-Mobile, e.l.f. cosmetics, Uber Eats, and others orchestrated mini TV show reunions, featuring cast members from “Suits” to “Friends.”
Despite the U.S. being in an election year, political advertisements were notably scarce, with only a 30-second retro-styled spot from American Values 2024, the super PAC supporting Robert F. Kennedy Jr.’s independent presidential bid.
Airing a Super Bowl commercial is no small feat, with a reported $7 million price tag for a 30-second spot. Brands spare no expense, enlisting top actors, investing in impressive special effects, and aiming to create an ad that resonates with over 100 million expected viewers.
This year, advertisers sought to break through the clutter by employing light humor and nostalgia, crafting mostly “feel good,” whimsical ads during game breaks. However, some moments took a serious turn.
Celebrity presence was ubiquitous, with Kris Jenner promoting Oreo, Chris Pratt revealed as the face behind Pringles’ mustache, and Ben Affleck and Jennifer Lopez making Dunkin’ cameos. T-Mobile’s “Magenta Status” ad featured a star-studded cast, including Bradley Cooper, Common, Jennifer Hudson, Laura Dern, and “Suits” stars Gabriel Macht and Patrick J. Adams. E.l.f. cosmetics continued the celebrity trend, reuniting “Suits” cast members and including “Judge Judy” Judy Sheindlin.
Super Bowl commercials often leverage star power, but this year witnessed an intensified collaboration of celebrities in single spots. While this approach can work well, overdoing celebrity cameos may diminish the impact, making viewers remember the stars but forget the brand.
Furry friends made their expected appearance, with Budweiser showcasing Clydesdales and a Labrador retriever aiding in beer delivery. Hellmann’s introduced the “Mayo Cat.” However, the year’s ads also delved into nostalgia, with successful Super Bowl messages from the past making a return.
Notable heartstring-pulling moments included Google’s ad featuring a blind man using “Guided Frame” and Dove’s impactful message on low body confidence leading to girls quitting sports.
In contrast, some ads adopted a more serious tone, such as Robert Kraft’s Foundation to Combat Antisemitism featuring Dr. Clarence B. Jones, Martin Luther King Jr.’s speechwriter. The “He Gets Us” campaign, supported by wealthy Christian donors, also made a Super Bowl return with two ads.
