Amp Meter: The best ads from Super Bowl 2024—and the ones people will still remember long after the Big Game.
Until the fourth quarter and overtime that saw the Kansas City Chiefs repeat as NFL champions, most of the action at this year’s Super Bowl was in spotting the celebs, from the proverbial “bleachers” (cue the pre-chorus to Taylor Swift's “You Belong With Me”) to Usher's millennial nostalgia-fest halftime show to a star-studded lineup of ads.
For the fifth consecutive year, we've brought back the Super Bowl Amp Meter so Ampers can offer their hot takes on the campaigns that crushed the moment—and those that will continue to pay off once the Big Game buzz dies down.
BEST AD OVERALL
1. CeraVe, ‘Michael CeraVe’
Agency: Ogilvy PR North America
“Each year, brands try to outdo each other with the most celebrities in their ads. There’s often no rationale, other than snagging the highest-profile star they can get to endorse their brand. I found myself cross-eyed in another year of countless famous faces. Enter Michael Cera. CeraVe’s ad is a refreshing parody that felt purposeful and ownable, while funny and endearing. CeraVe teased the endorsement last month when Cera was filmed at a pharmacy placing stickers of his face on CeraVe bottles in a viral TikTok video. If the brief was to win the celebrity Super Bowl game, they succeeded.” —Hillary Williams, group brand director, Connelly Partners
“Michael Cera as the next skincare influencer is genius. Celebrity cameos these days are expected, but they often hardly deliver genuine surprise or sometimes are downright lazy. CeraVe gives us an authentic celeb crossover with Michael Cera, calling back to popular online memes within the CeraVe fandom while spoofing the luxury commercial aesthetic in a meta-commentary of beauty without being heavy-handed. Cera’s commitment to the bit with ‘Let my cream hydrate you’ was just the cherry on top.” —Amy Globus, co-founder and creative director, Team
“CeraVe was great. Unexpected, funny and keenly self-aware. Featuring Michael Cera wasn’t just clever casting, it immediately conveyed the brand ethos and created a shortcut for distinction and memorability in an otherwise cluttered category. A refreshing use of celebrity in a very celeb-heavy year also allowed the spot to focus on the product. Interest was generated ahead of the game by seeding the idea with the right people in the right places, to get people talking without spoiling the payoff. It was a smart, strategic, well-executed way for a brand like CeraVe to authentically show up in the Super Bowl.” —Olivia Young, managing director, Noble People
“As a drugstore staple for years, CeraVe has a reputation of reliability without the hype. The whole campaign injects a welcomed dose of humor and self-awareness into the traditional marketing playbook of beauty brands.
With all the hype, the commercial did not disappoint. It is fun and entertaining with its fantastical take on traditional fragrance ads. It doesn’t hold back on the drama, over-the-top scenes and of course the male models. I do think that given how CeraVe took such an unconventional approach to their campaign, leading with concept rather than typical A-list celebrity and integrating themselves into the culture, they’ve carved out a unique niche for themselves for upcoming campaigns.” —Megan Blake, chief operating officer, Wondersauce.
2. (tie) Uber Eats, ‘Worth Remembering’
Agency: Special Group U.S.
“This year, Uber Eats just got it right. Tapping into the enduring success of ‘Friends,’ they gave the people what they wanted: a long-awaited Ross and Rachel reunion of sorts. While that moment was undeniably buzz-worthy, for me Uber Eats had already won the Super Bowl with their smart teaser ad featuring David and Victoria Beckham re-creating an iconic scene from their 2023 Netflix documentary. Remixing moments from the past and present is where pop culture is at right now. Uber Eats proved they understand that, and were able to successfully insert themselves as a brand. Now I just need them to Uber Eats me one of Posh’s ‘My Dad Had a Rolls-Royce’ T-shirts.”
—Maxim Kabakov, VP, strategy, UM
“What sets this ad apart is the strategic buzz generated on social media ahead of its debut. In the weeks leading up to the Super Bowl, Uber Eats strategically utilized various social media platforms to tease snippets and behind-the-scenes glimpses of their upcoming ad. This pre-launch buzz effectively primed audiences, generating significant excitement and anticipation for the ad’s premiere during the game. Some viewers even took to social media to share that they were only staying up to watch the Super Bowl to see the ‘Wicked’ trailer, Victoria Beckham in an ad and Usher. The buzz generated on social media has not only elevated its initial visibility but has also left its mark in the memory of consumers.” —Chris Jacks, director of growth strategy, HireInfluence
Uber Eats was my favorite ad of the Super Bowl because of the smart use of celebs and the meta concept. It embedded meme culture and pop culture into the center of the spot. The celebrities were utilized appropriately, ironically capturing my attention and making me laugh.” —Ramaa Mosley, co-founder and chief creative officer, Adolescent Content
2. (tie) Paramount+, ‘Sir Patrick Throws a Hail Arnold’
Agency: Droga5
“With this much hype this early on, I assume it’s going to resonate with a ton of folks, even if they’re not football enthusiasts, advertising gurus or one of Taylor Swift’s 11 billion fans. It’s pure nostalgia for multiple generations, and it will vibe with many interest groups. And don’t we all love dark humor? I predict ‘Throw the Child’ is going to be quoted in many a friend group and shared via Giphy way after we heal from our Super Bowl hangovers. But it works for less obvious reasons too. It targets a very large, variegated audience that may have only a passing interest in the event itself. And so, we have this deliciously dark little piece that brings us all together. Congrats and great work to our friends at Droga5!” —Liz Stevison, group creative director, Critical Mass
“There was something special about the Paramount+ spot. I love how that client and agency team is building a platform for the brand. An ongoing, repeatable and memorable format that people can fall in love with and expect every time, but that can be refreshed again and again, surprising and delighting viewers at every new iteration. We need more brands willing to invest in ideas, stick to them and watch them grow. Ideas that are long lasting like this one can grow brands and strengthen our industry.” —Danilo Boer, global creative partner, FCB Global
“It’s the ‘Infinity Wars’ of Super Bowl ads. Athletes, actors, presenters, cartoons, gaming characters and … Creed. Humor, nostalgia and the most USA song not sung by Bruce Springsteen. Immediate virility when it launched, something for every generation and guaranteed additions to meme culture will ensure its longevity (top of the list is Patrick Stewart looking down at his arm to read ‘Throw the Child’). I am already looking forward to ‘Endgame’ next year when they actually scale the mountain (sorry, Peppa Pig).” —Paul Guest, head of sports strategy, OS Studios
3. (tie) Etsy, ‘Thank You, France’
Agency: Orchard
“Etsy’s Gift Mode spot was definitely the one that gave me the biggest laugh. What set it apart wasn’t just the smart writing and the perfect performances but also its ability to shine without leaning on celebrity star power. The spot really showed the power of a strong, simple concept, perfectly executed to highlight Etsy’s new offering in a memorable and fun way. In a world of big names and even bigger budgets, ‘Thank You, France’ really shows that a brilliant idea and a great execution can be just as if not more impactful. And, of course, it’s always fun to see a little American and French rivalry.” —Chelsea Steiger, creative director, [Ai]magination
“‘Throw the Child’ might win the internet, but for me it’s Etsy. Light, funny and beautifully crafted—it’s everything a classic Super Bowl ad should be. Everyone watching can really relate to that pressure of ‘I need to buy something incredible, but where the hell do I start.’ Humor is the perfect resolve here, for Gift Mode to find something amazing. And buying a spot during the game is super smart. Etsy is a favorite for Swifties—undoubtedly all watching this year’s game—who buy and sell a ton of merch on the site, and recently started selling Swift/Chiefs pieces. It’s also clear Etsy is moving away from its association only with holiday gifting and to year-round as well. What better time to tell people than right after the halftime show?” —Robyn Frost, senior art director, Pereira O’Dell
3. (tie) Dunkin ’, ‘The DunKings’
Agency: Artists Equity
“This Super Bowl ad stood out as a clear winner with its combination of humor, self-awareness and strategic marketing. The ad’s genius lies in its ability to gather an ensemble of A-list celebrities, including Ben Affleck, Matt Damon, Tom Brady and Jennifer Lopez, who all humorously poke fun at themselves. The incorporation of merchandise—the DunKings tracksuit, bucket hat and customized menu, including The DunKings Iced Coffee and Munchkins skewer—takes the ad beyond the screen. What sets ‘The DunKings’ apart from most Super Bowl ads is not only the strategic inclusion of the Dunkin’ name to ensure brand recall, but its potential for longevity, laying the foundation for future campaigns.” —Mitchell Fait, partner and creative director, Gigasavvy
“The ‘DunKings’ spot (beyond the very funny contents of the ad itself) felt more considered than the competition on several fronts. In a celeb-heavy year, Dunkin’ stood out by bringing in celebrities with a longer-term, natural connection to both each other and the brand, versus merely featuring pop-up spokespeople. The ad had a strong, integrated roll out, with a video pre-game campaign that went beyond just a teaser, blending behind-the-scenes and produced content. And what campaign would be complete without an as-seen-on-TV merch drop of those unforgettable orange tracksuits the morning after.” —Ryan Vinnicombe, VP, strategy director, Arnold Worldwide
3. (tie) BMW, ‘Talkin Like Walken’
Agency: Goodby Silverstein & Partners
“Christopher Walken coolly brushed aside the wannabes with a smile and a wink in BMW’s halftime crowd-pleaser. People love to try the Walken voice on at least once, and even if you don’t pull it off it’s still fun. Watching a cast of copycats elevate a simple premise was genius: Imitators abound, but only one embodies Walken’s luxe attitude and presence, and the sleek BMW i5. It’s celebrity synergy with comedic substance, where Walken’s and BMW’s brands fuse for a minute, reminding us that in a world of imitations, the ‘Ultimate Driving Machine’ leaves laughter and luxury in the rearview mirror.” —Michael Rivera, chief creative officer, Upshot and AMP Agency
“This works on so many levels. It’s funny, endearing, and who doesn’t love a ‘day in the life’ of a beloved celebrity? The cameo by Usher makes it specific to Super Bowl Sunday. Closing with the line, ‘There’s only one Christopher Walken, and only one Ultimate Driving Machine,’ ties it all together with the classic BMW tagline. Perfection!” —Erica Wiggins, director of marketing and communications, George P. Johnson
Fuente Noticia e Imagen: https://adage.com/article/special-report-super-bowl/who-really-won-super-bowl-2024/2541611