Ads In Review: Most Engaging Ads in Super Bowl 2024

A few laughs, tears, and good puns summarize the Super Bowl commercials this year. From David Beckham’s appearance as a call out from his Netflix documentary to Aubrey Plaza featuring Mountain Dew, viewers were awed by the astonishing range of advertisements.
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Entropik deploys its consumer research solution ‘Decode’ to decode customer responses, engagement, attention, and overall efficacy for the Super Bowl ad analysis.

Hits and Misses from Super Bowl LVIII Commercials in 2024

1. Uber Eats

In the advertisement for Uber Eats, the renowned couple Victoria and David Beckham are featured. In a humorous preview of the commercial, the couple playfully reference a well-known scene from their Netflix documentary "Beckham," where David Beckham jokingly corrects Victoria as she recounts her upbringing. In the teaser, Victoria mentions the advertisement happening "during the big baseball game," the Super bowl game, prompting her husband to interject with a humorous correction. The tagline for the ad reads: "No matter what slips your mind, always remember Uber Eats on Super Bowl Sunday."
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Decode’s analysis of the Uber Eats Super Bowl commercial indicates that Decode picked up mixed emotions when one of the best superbowl commercials showed up. The spot records attention and engagement score, as shown in the report below.

2. Booking.com

The travel booking website showcases Tina Fey as she employs stand-ins to explore a range of travel activities, including her former "30 Rock" colleague Jane Krakowski and actor Glenn Close.

The 30-second advertisement, scheduled to air during the second quarter of the Super Bowl game featuring the Kansas City Chiefs and the San Francisco 49ers, portrays Fey adhering to Booking.com's principle of "book whoever you want to be" due to the diverse range of accommodation options available on the platform.

Decode’s analysis of the booking.com superbowl commercial indicates that Decode picked up positive emotions when the superbowl ads showed up. The spot records attention and engagement scores, as shown in the report below.

3. Budweiser 

Budweiser's Super Bowl ad for 2024, titled "Old-School Delivery," showcases Clydesdales and a yellow Labrador. Set in a quaint town during a snowstorm, the ad narrates the tale of a group of Clydesdales collaborating to deliver Budweiser to a bar in distress. Additionally, it highlights a yellow Labrador's heroic act of aiding a beer distributor. This one-minute commercial amalgamates the beer brand's iconic mascots in a narrative emphasizing resilience and cooperation.

Decode’s analysis of the Budweiser superbowl commercial indicates that Decode picked up positive emotions when the superbowl ads showed up. The spot records attention and engagement scores, as shown in the report below.

4. Google

Google's Super Bowl commercial for 2024, titled "Javier in Frame," showcases the Pixel 8's Guided Frame feature. The advertisement centers around Javier, a visually impaired individual, who utilizes the Pixel's AI-powered Guided Frame function to document significant moments in his life, including finding love and becoming a parent. 

The commercial underscores the Pixel camera's Guided Frame capability, specifically designed to assist individuals who are blind or have low vision in capturing important moments through photography. Produced by the Google Creative Lab in collaboration with GUT and directed by visually impaired filmmaker Adam Morse, the ad emphasizes the empowering potential of technology for people with disabilities.

Decode’s analysis of the google pixel superbowl commercial indicates that Decode picked up mixed emotions when the superbowl ads shows up. The spot records attention and engagement score as shown below in the report.

5. e.l.f Cosmetics

E.l.f. Cosmetic's Super Bowl commercial for 2024 is a 30-second teaser portraying a courtroom drama. The advertisement stars actors from the television series Suits, such as Gina Torres, Rick Hoffman, and Sarah Rafferty, alongside Megan Trainor.

Decode’s analysis of elf cosmetics’ superbowl commercial indicates that Decode picked up mixed emotions when the superbowl ads shows up. The spot records attention and engagement score as shown below in the report.

6. Pringles

Pringles aired a Super Bowl advertisement starring actor Chris Pratt portraying the brand's mascot, Mr. P. The commercial begins with Pratt purchasing Pringles at a convenience store, where a cashier remarks that he resembles the mustachioed character depicted on Pringles cans. Subsequently, Pratt grows a mustache during a hiatus from Hollywood screenwriting, leading the brand to take notice of his resemblance to the mascot.

Decode’s analysis of Pringles superbowl commercial indicates that Decode picked up mostly positive emotions when the superbowl ads shows up. The spot records attention and engagement score as shown below in the report.

7. BMW

BMW's Super Bowl advertisement for 2024 is titled "Talkin' Like Walken" and stars Christopher Walken, Usher, and Ashley Park. The commercial revolves around the phenomenon of individuals mimicking Walken's distinctive voice within the dynamic realm of social media.

Decode’s analysis of BMW’s superbowl commercial indicates that Decode picked up happy emotions when the superbowl ads shows up. The spot records attention and engagement score as shown below in the report.

8. Mountain Dew

The 2024 Super Bowl commercial from Mountain Dew, titled "Having a Blast," showcases former Parks and Recreation actors Aubrey Plaza and Nick Offerman. The advertisement commemorates the 20th anniversary of Baja Blast.

Decode’s analysis of Mountain Dew’s superbowl commercial indicates that Decode picked up happy and sad emotions when the superbowl ads shows up. The spot records attention and engagement score as shown below in the report.

9. Oreo

In 2024, Oreo's Super Bowl advertisement, titled "Twist on It," stars Kris Jenner. The 30-second commercial is aired during the second quarter of Super Bowl LVIII on CBS, broadcasted on February 11, 2024. The ad suggests that individuals have historically used the act of twisting open an Oreo to make significant decisions. For instance, it depicts scenes such as guards permitting the Trojan Horse to enter the city of Troy.

The advertisement also showcases notable decisions throughout history, including early human deliberations on handling dinosaurs and asteroids, as well as '90s record executives contemplating the prospects of boy bands. In her inaugural Super Bowl commercial appearance, Kris Jenner pays tribute to some of the Kardashian-Jenner family's most memorable moments. The advertisement concludes with the tagline "It all starts with a twist."

Decode’s analysis of Oreo’s superbowl commercial indicates that Decode picked up happy and contempt emotions when the superbowl ads shows up. The spot records attention and engagement score as shown below in the report.

10. Doordash

DoorDash's Super Bowl advertisement for 2024 presents a 30-second sweepstakes featuring a promotional code. The advertisement assures viewers that one fortunate winner will receive all items advertised during the game, including a BMW vehicle and a 30-pound tub of mayonnaise. To participate, individuals must enter the promotional code on the DoorDash-all-the-ads website.

The contest is open to legal residents of the United States who are at least 21 years of age. Super Bowl LVIII, slated for February 11, 2024, will be held at Allegiant Stadium in Las Vegas. Viewers can tune in to watch the game live on their local CBS affiliate station, Paramount+, Univision, and Nickelodeon. Usher is set to headline the halftime show.

Decode’s analysis of Doordash’s superbowl commercial indicates that Decode picked up positive emotions as well as disgust when the superbowl ads shows up. The spot records attention and engagement score as shown below in the report.

Bottom Line

The Super Bowl commercials of 2024 showcased a diverse range of advertisements that resonated with audiences through humor, emotion, and memorable storytelling. From celebrity appearances to innovative product showcases, each ad aimed to capture attention and engagement during one of the most-watched events of the year.

Key highlights include:

• Uber Eats: Featuring David and Victoria Beckham in a humorous exchange, the ad emphasized the convenience of Uber Eats during Super Bowl Sunday.
• Booking.com: Tina Fey led a cast of characters in promoting the versatility of Booking.com's travel accommodations, receiving positive feedback for its engaging narrative.
• Budweiser: The iconic beer brand's ad focused on themes of resilience and cooperation, resonating well with viewers through its heartwarming storytelling.
• Google: Google's commercial showcased the empowering potential of technology for individuals with disabilities, receiving mixed emotional responses but garnering attention for its impactful message.
• e.l.f Cosmetics: With a courtroom drama setting and celebrity appearances, e.l.f. Cosmetics aimed to capture attention but received mixed emotional feedback.
• Pringles: Starring Chris Pratt, Pringles' ad received predominantly positive emotional responses, utilizing humor to engage viewers.
• BMW: Featuring Christopher Walken, Usher, and Ashley Park, BMW's commercial focused on social media trends, eliciting happy emotions from viewers.
• Mountain Dew: Aubrey Plaza and Nick Offerman starred in a nostalgic ad celebrating the 20th anniversary of Baja Blast, evoking both happy and sad emotions from viewers.
• Oreo: Kris Jenner led Oreo's ad, which portrayed historical moments and decision-making, receiving a mix of happy and contemptuous emotional responses.
• DoorDash: Offering sweepstakes and promotional codes, DoorDash's ad aimed to engage viewers, though it received mixed emotional feedback.

Overall, the Super Bowl commercials of 2024 showcased a blend of creativity, emotion, and brand messaging, leaving a lasting impression on audiences and sparking conversations long after the game ended.

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