The 2024 Super Bowl Ads: A Mix of Humor, Celebrities, and AI

The 2024 Super Bowl is set to be a spectacle not just for football fans but also for advertisers. With over 120 million viewers expected to tune in, the Super Bowl remains one of the most-watched events in the world, making it a prime platform for brands to showcase their creativity and reach a massive audience. This year, the ads are leaning heavily into humor, celebrity cameos, and even artificial intelligence, while steering clear of cryptocurrency and gambling, which were prominent in previous years. The strategy is clear: in a crowded media landscape, brands are relying on familiar faces and relatable themes to grab attention.

Familiar Faces and Beloved Mascots Take Center Stage

One of the most noticeable trends this year is the use of celebrities and iconic mascots to create a sense of nostalgia and familiarity. For instance, Instacart, the grocery delivery app, is making its Super Bowl debut with a star-studded ad featuring beloved mascots like Mr. Clean, Chester the Cheetah, and the Pillsbury Doughboy. The ad, titled “One Epic Delivery,” aims to show how Instacart can bring all your favorite products to your doorstep in one seamless delivery. This approach is a smart move, as these mascots already have a "pre-awareness" factor, making it easier for viewers to connect with the brand.

Other brands are also cashing in on celebrity power. Uber Eats has enlisted Martha Stewart and Kevin Bacon to promote its playful conspiracy theory that football was invented to sell food, a nod to the Super Bowl’s reputation as a food-centric event. Meanwhile, Stella Artois is bringing back David Beckham, with a surprise cameo from Matt Damon, to promote its beer. Even Coffee mate is getting in on the action, featuring Shania Twain in a custom song to promote its new cold foam. The underlying idea is that when people see a familiar face or a beloved character, they’re more likely to remember the ad.

AI Takes the Spotlight as Crypto and Gambling Take a Backseat

Artificial intelligence is another trend dominating this year’s Super Bowl ads. Meta is promoting its AI-powered glasses with a star-studded lineup including Chris Pratt, Kris Jenner, and Chris Hemsworth. Meanwhile, Booking.com is showcasing its new AI tool with the help of the Muppets planning a trip. According to Paul Hardart, a clinical professor of marketing at New York University’s Stern School of Business, this is a common strategy when a new technology or product becomes mainstream. By featuring AI in their ads, brands are signaling that they’re at the forefront of innovation.

This shift is also a departure from last year’s trends, where cryptocurrency and gambling apps dominated the ad space. However, with the cryptocurrency market facing significant volatility and regulatory scrutiny, and gambling apps experiencing pushback from some states, these categories are largely absent this year. As Hardart noted, “No better way to say we’re the mainstream one than by being featured in the Super Bowl.”

Beauty Brands Step Back Despite the Taylor Swift Buzz

Interestingly, beauty brands are not making a strong appearance at this year’s Super Bowl, despite the cultural buzz surrounding Taylor Swift and her connection to Kansas City Chiefs player Travis Kelce. Last year, Swift’s presence at the game led to several female-focused ads, but this year, that trend seems to have fizzled out. John Mercado, data insights design lead for Sprinklr, pointed out that even NFL broadcasts have featured fewer cutaways to Swift in the stands this season, which could explain the shift.

However, Dove is making an exception. The personal care brand is returning with another ad aimed at women, focusing on the “impact of negative body talk on girls in sports.” Dove’s decision to highlight this issue is a bold move, considering the broader decline of beauty brand ads this year. It shows that Dove is committed to using its platform to address social issues, even when the competition for attention is fierce.

Record-Breaking Viewership and Ad Prices

The Super Bowl’s massive audience comes with a hefty price tag. This year, Fox sold at least 10 ad slots for over $8 million each, surpassing its initial rate of $7 million. While these figures are staggering, many brands believe the investment is worth it. As Pedr Howard, head of creative excellence for Ipsos, noted, “When done correctly, the Super Bowl is still the most close-to-guaranteed attention a brand can get. It’s the one day a year when people want to watch ads.”

However, Howard also warned that many ads “slip by with barely a trace.” Research from Ipsos shows that over half of Super Bowl ads receive less than 1% brand recall just 12 hours after the game. Despite this, the Super Bowl remains a valuable platform for long-term brand building. For example, Budweiser’s iconic Clydesdales commercials are among the most recalled ads, evoking nostalgia and creating a sense of anticipation among viewers.

The Balance Between Fun and Function

This year’s ads are striking a balance between entertainment and functionality. Brands are using humor and celebrity cameos to keep viewers engaged, while also showcasing their products in creative and relatable ways. The absence of cryptocurrency and gambling ads reflects a broader shift in the marketing landscape, where brands are opting for more universal and family-friendly themes. With the Super Bowl’s record-breaking viewership and the high cost of ads, the stakes are higher than ever. But for brands that get it right, the payoff can be immense, leaving a lasting impression on millions of viewers.

In conclusion, the 2024 Super Bowl ads are a testament to the evolving nature of advertising. By leveraging humor, celebrities, and AI, brands are trying to stand out in a crowded space. Whether it’s through nostalgic mascots or cutting-edge technology, the goal is the same: to capture attention, build brand loyalty, and leave a lasting impression. As the game unfolds, one thing is certain—this year’s Super Bowl will be as much about the ads as it is about the football.