Hot Takes on Super Bowl 2024 Ads

There are three types of people in this world: 1) People who watch the Super Bowl for football; 2) People who watch the Super Bowl for ads; 3) People who don’t watch the Super Bowl. I suppose 2024 added one more category: People who watch the Super Bowl for Taylor Swift, but I digress.

Year-to-year, I waver somewhere between Type 2 and 3 but this year, I was peer-pressured into sitting through the game as Type 2. I wasn’t too upset about it because the idea of an Usher half-time show was appealing in a nostalgic, golden days of MTV-type way.

However, I think it’s safe to say, both this year’s ads and halftime show felt lukewarm. I don’t know if I remember Super Bowl ads like MAGA enthusiasts remember America’s heyday – a nostalgic utopia that only existed in their imaginations – or if the ads really did used to be BETTER. I want funny. I want celebrity cameos. I want callbacks to current events of the past year with vaguely appropriate product tie-ins. I want heartwarming ads that pull on the heartstrings.

Here are my hot takes from this year:

Too Much Temu

It’s bad enough this site, which operates like a digital version of New York City’s old Canal Street, took out an ad for what seemed like every commercial break. But to make matters worse, it was THE SAME AD. Just a low-budget, Pixar-wannabe number the audience couldn’t escape. At $7M a pop, I would have appreciated if Temu had sacrificed some impressions for some varied creative.

Celebrity for Celebrity Sake

Christopher Walken (and Usher) in a BMW commercial. Jennifer Aniston, David Schwimmer, The Beckhams for Uber Eats, Jlo and Ben Affleck for Dunkin’, Beyonce for Verizon, and many, many more. We did see celebs this year, as every year, in Super Bowl ads but most felt randomly placed. Perhaps the best fit was Bennifer as Ben Affleck continues to ride the coattails of his own accent for the region’s most beloved coffee chain. But others I felt were merely a distraction. I didn’t even remember what the Christopher Walken ad was for until I looked it up. And the messaging for Uber Eats that the service provides more than food, was completely overshadowed by the famous cameos. I wish brands would be more discerning in finding good ambassadors not only for their brand but also, to drive home the message.

RFK Jr. Continues to Bring Shame on Family Legacy

RFK Jr. reminded us that sometimes nostalgia can go wrong. In perhaps the biggest nepo-baby stunt a Super Bowl has ever seen, an RFK Jr. super PAC funded an ad shamelessly playing off the independent candidate’s democratic family legacy. Using imagery and music reminiscent of his uncle’s successful presidential run, the effect was one of shamelessness and desperation. RFK Jr. himself apologized for the ad which, he claimed he had nothing to do with, yet keeps pinned to the top of his X (Twitter) feed. Other family members quickly spoke out against the ad on the same platform.

Dove, NFL, and Kia came through with touching ads

I have always been a fan of Dove’s Campaign for Real Beauty. This year, they’re doubling down, showing the real effects toxic beauty standards have on young girls. The NFL came through with Kwesi’s inspirational story to highlight their expansion of football missions around the world. Kia made everyone with a grandparent (or missing one) tear up while they showed off the capabilities of their latest electric vehicle. This ad was reminiscent of a UK Christmas ad, a type of commercial I’ve often wished we’d see more of this side of the pond.

Honorable Mentions

The world of web design was recently challenged with new laws about online accessibility. Google Pixel showed the world that they don’t just rise to the lowest bar, they are leaders in making accessible tech because everyone deserves to preserve memories for the future.

The biggest surprise of the Super Bowl commercials for me was certainly the Jesus commercial. If you haven’t seen it, I encourage you to do so. It’s the kind of unexpected yet simple marketing that captures your attention and makes you think. It made me laugh out loud which may have simply been a byproduct of the surprise I felt when I realized what the ad was for. It had a specific message and was memorable without relying on fame or endorsement from any celebrity. Overall, it was well done, regardless of the viewer’s religious beliefs.

Overall I give Super Bowl 2024 a 7/10 for the ads. They were okay. There were some highlights. I chuckled a few times. I cringed a couple. I wanted to love them. Maybe next year.