anthony's top 5 Super Bowl commercials of 2024: a marketing consultant's perspective
As a marketer, I usually end up taking numerous notes during commercial breaks while watching the Super Bowl, which can annoy my family. While they're eagerly waiting for the next big play, I'm carefully analyzing the ads to compile a list of the most impactful ones. Without further delay, here are my top 5 Super Bowl commercials of 2024:
1. State Farm's Schwarzenegger-DeVito Duo: The ad featured Arnold Schwarzenegger playing the role of Agent State Farm in a movie. However, he had a little trouble pronouncing the word “neighbor” and got some help from his former Twins co-star (80’s babies stand up), Danny DeVito. The ad was so clever and hilarious, with just the right amount of State Farm references. It's definitely a commercial that will be remembered for a long time. Arnold Schwarzenegger was awesome as Agent State Farm, saving puppies and pregnant women in a fake action movie.
2. CeraVe's Michael Cera Twist: Skincare brand CeraVe tried out a unique marketing strategy. They share a similar name with the quirky actor, Michael Cera, so they decided to play a massive prank on people by making it seem like Cera was the founder of the brand. The actor went along with it and even did some bizarre public stunts, while influencers helped to spread the rumor. When CeraVe's commercial revealed that the brand was actually developed with dermatologists and not by Michael Cera, it generated a lot of buzz and became the most talked-about campaign of the season, even beyond the game. Recently, Michael Cera appeared on a podcast with Bobbi Althoff where she asked him if he created CeraVe, and he stormed off the podcast, which now looks like a part of the elaborate prank to be paid off on the commercial.
3. Dunkin's Jennifer Lopez/Ben Affleck Ad: Ben Affleck seems to be having the time of his life—no more Sad Affleck!—as he adds “pop star” to his CV, crashing wife Jennifer Lopez’s recording session and leaning into his most exaggerated Boston accent. He’s chewing scenery, humiliating his BFF, and announcing flashy new duds and drinks from Dunkin’. His return to the Super Bowl, with Matt Damon and Tom Brady as reluctant co-conspirators, comes on the heels of an ad that ran during the Grammy Awards, seeding the concept of Affleck the rapper (and furthering his and Damon’s agency Artists Equity). The concept is as intentionally goofy as it sounds, and chances are viewers haven’t seen the last of Affleck’s cringey alter ego.
4. Volkswagen's Nostalgic Journey: The carmaker featured a nostalgic view of its vehicles throughout the decades in America, from the introduction of the VW bug to its iconic bus. The end of the spot also introduced Volkswagen's inew electric minibus, the ID.buzz, all set to the sound of "I Am... I Said" by Neil Diamond. even though it was alot of cgi or ai generated visuals, most people wouldn't be able to tell, but i did.
5. BMW's Christopher Walken Ad: The premise for this commercial was simple and relatable. When it comes to celebrity impressions, has anyone been imitated more than Christopher Walken? He has to be near the top of the most-impressioned list. BMW takes that concept and applies it to its own machinery in this ad. It was nicely done, and it's always a treat to see Walken on the screen in any context.
Honorable Mention: Pringles' Movie Mockumentary: Every now and then a commercial comes up with a genuinely good idea. In this case, it's a movie about the fake origin story of Pringles. Maybe they could riff on the game Oregon Trail to make it tie in with two different intellectual properties! Imagine "Oregon Trail: The Story of Pringles" shining brightly on a marquee near you. But please, don't cast Chris Pratt. He doesn't look like the Pringles Guy at all.
What commercial was your favorite, and did I miss any?
