Every year, millions of Americans tune in to the Super Bowl. Most watch the programming for the game, while others are interested in witnessing the competition among brands vying to capture the attention of this massive audience. As the confetti settles and Ushers’ music streams continue to grow, marketers are left to assess what ads were impactful, what ads flopped, and the question of what they should do now. From celebrity endorsements to clever storytelling, the 2024 Super Bowl commercials offered a mix of triumphs and letdowns that left industry experts buzzing.
The Power of Authenticity and Celebrity Collaborations
For marketers, the key takeaway from this year's Super Bowl ads lies in the delicate dance between authenticity and celebrity endorsements. Dunkin and CeraVe emerged as examples of brands that seamlessly integrated celebrities into their narratives, extending the story beyond the commercial itself. The authenticity of the partnerships was evident, and the marketing focus was far beyond the big game itself. Dunkin successfully launched new “DunKings” products and continued the momentum with buzz worthy social content in the following, whereas CeraVe created a viral lead-up to the commercial that left a lasting impact.
Alternatively, T-Mobile missed the mark by featuring celebrities in a forced manner, lacking a genuine connection to the commercial. The lesson here is clear: if brands choose to leverage celebrity power, it must feel natural and additive to the overall message.
Storytelling Triumphs: Dove's Winning Formula
Dove demonstrated the art of storytelling with an ad that resonated across demographics. The brand skillfully crafted a narrative that appealed to both sports enthusiasts and female viewers, showcasing the power of inclusivity. This approach allowed Dove to bridge generational gaps, underscoring the importance of understanding different age groups' responses for effective segmentation.
Temu's Bold Move and Repetitive Strategy
Temu, a relatively unknown brand, disrupted the viewing experience with repeated ads during the game. The gamble paid off in terms of raising awareness, but questions linger about whether it truly solidified the brand as a trusted retailer. The repetitive strategy raised eyebrows, emphasizing the need for brands to strike a balance between bold moves and maintaining consumer trust.
Post-Game Reflection
As the hype around the Super Bowl continues to fade, marketers are left to evaluate the aftermath. While brands like Dunkin and CeraVe crafted memorable moments, others like Squarespace, Bass Pro, and T-Mobile fumbled. The real winners in the post-Super Bowl marketing landscape will be the brands that continue their campaigns with new iterations or activations that translate into long-term gains.
