Top commercials in the Super Bowl 2024

As the Kansas City Chiefs took on the San Francisco 49ers in 2024’s Super Bowl thriller, some of the world’s top brands also sought to score points with viewers.

As usual, advertisers had a lot on the line, with some brands paying $7 million for 30 seconds of airtime to reach an audience that topped 120 million viewers on CBS, making this year’s Super Bowl the largest audience in history for a single network.

We take a look back at some of the best below.

Like a Good Neighbaaa | State Farm

State Farm’s comedic genius was on full display with Arnold Schwarzenegger and Danny DeVito leading the charge. Arnold’s struggle to get the iconic slogan right, and Danny’s timely intervention, delivered laughs all round, but what made this ad truly stand out was State Farm’s strategic move to release multiple versions before the big game.

“Like A Good Neighbaaa – To Be Continued” garnered a staggering 43.1 million views and 6,400 engagements on YouTube, proving the power of pre-game promotion.

Dunkin’ ‘The DunKings’ ft Ben Affleck, Matt Damon, Tom Brady, Jack Harlow, Jennifer Lopez, & Fat Joe

Dunkin’ continued its tradition of star-studded Super Bowl commercials, this time featuring Ben Affleck’s journey to pop stardom fuelled by Dunkin’. The release of a whopping 21 variations demonstrated Dunkin’s commitment to staying in the limelight across the duration of the fixture.

Post-Super Bowl content, like “Matt Damon Was On A Break From Acting, But Then Christopher Nolan Called,” showcased the brand’s post-event engagement strategy, keeping the Dunkin’ brand top of mind.

Perfect 10 | Kia

Kia took a different route, tugging at heartstrings with a full-length commercial for the all-electric, 3-row Kia EV9 SUV. The spread formation of four variations, including a pre-game teaser and a Spanish version, highlighted Kia’s understanding of diverse audience preferences on social video sites. The commercial seamlessly showcased the car’s capabilities while tapping into the emotional chord that often resonates with Super Bowl audiences.

DON’T FORGET UBER EATS

Uber Eats delivered a memorable reminder that they can get you almost anything you might forget. With a staggering 53 videos released, Uber Eats embraced a strategy reminiscent of old football tactics – consistent, reliable, and effective. The message, reinforced by familiar faces like Jennifer Aniston and David Schwimmer but also featuring surprising cameos from David and Victoria Beckham (the latter wearing a hilarious T-shirt labelled ‘David’s Wife’), would have made a lasting impression on its audience.

Born to Play | NFL Super Bowl LVIII

While not the most viewed or engaged with, the NFL’s “Born to Play” commercial deserves a special mention. The ad threw a Hail Mary pass, featuring a young boy from Ghana discovering the universal love for football. Although the social videos about the boy received only 471,000 views and 4,900 engagements at the time, the storyline may go down as one of the NFL’s most memorable. Time will tell if the boy from Ghana grows up to play at the Super Bowl, making this ad a potential underdog story worth revisiting.