It’s not just the Chiefs who won Super Bowl LVIII. As the Kansas City Chiefs came out victorious, the commercial breaks were filled with lasting impressions, blending humor, nostalgia, and celebrities. These companies took home the Lombardi trophy of marketing during the grandest showdown in sports and entertainment. With brands investing up to $7 million for just a 30-second slot during the big game and CBS selling out of spaces as early as November, the stakes were sky-high, but the rewards? Super Bowl-sized.
A Replay Worth Watching: Super Bowl Commercial MVPs
Surveys say a quarter of Super Bowl watchers are really there for the commercials. Here we are, year after year, tuning in because somewhere between a touchdown and a field goal, those ads often end up being the most memorable moments of the night. Capturing the hearts and minds of the over 110 million viewers who tuned into the Super Bowl this year is no easy feat. So grab your leftover party snacks and let’s recap who stole the show this year.
State Farm: A Dynamic Duo Takes the Field
Move ovaaa Travis and Taylor, there’s another duo sharing the Super Bowl LVIII limelight now. Arnold Schwarzenegger and Danny DeVito brought the heat for State Farm, proving that humor and nostalgia are a winning combo. Their playful banter and unexpected partnership not only entertained but also cleverly communicated State Farm's message of reliability and camaraderie, catching the ultimate touchdown of a number #1 ranking from USA TODAY with an Ad Meter of 6.68.
Dunkin Donuts: DunKings of the Field
“Why you Dunkin’ me, girl?” Ben Affleck’s journey to becoming a pop star confirms that anything is possible when you run on Dunkin’. Premiered during Super Bowl LVIII, Ben Affleck debuts “The DunKings,” featuring Matt Damon and Tom Brady. Dunkin' hit it out of the park with a USA Today Ad Meter score of 6.52, the DunKings rank #2. This catchy name and celebrity trio proved Dunkin's knack for staying fresh and fun. This year, Affleck roped in Damon and Brady for a mock music group, aiming to "assist" Jennifer Lopez with her music projects. Damon steals the show as the friend who's probably regretting saying "yes" to just one too many favors, but it’s all good because “they’re naming a drink after us.”
"We knew there was no better way to show Budweiser's continued commitment to delivering for its fans than with our biggest celebrities," exclaimed Kristina Punwani, head of marketing at Budweiser USA.
Budweiser knows the way to our hearts is a trip down memory lane with their iconic Clydesdales. Their ad this year? Pure magic. It's like that veteran player who's still got it, reminding us why we fell in love with the game (and the beer) in the first place. Budweiser played the nostalgia card and won, bringing back the iconic Clydesdales to remind us of the brand's enduring legacy. The Clydesdales, timeless symbols of Budweiser since 1933, emerge from their stables and embark on a heartwarming journey, delivering brews to the grateful community in the most classic, old-school way imaginable. This heartwarming ad, coupled with a picturesque snow-covered town and a mission of delivering Budweiser the old-fashioned way, resonated deeply, scoring an emotional touchdown with viewers and a 6.08 Ad Meter rating from USAToday.
Uber Eats: The Creative Hail Mary
Then there's Uber Eats, throwing a Hail Mary with a celebrity cast that turned a simple ad into a memorable moment. Jennifer Aniston, the Beckhams, Usher – it was a who's who of celebs making us chuckle over forgetfulness while subtly nudging us to order essentials. With an average USA TODAY Ad Meter rating of 6.26, Uber nailed this ad that playfully explores the theme of forgetfulness.
If there's an ultimate mood-lifter, it's a blue-mountain-cold Coors Light, especially when it's delivered by the "world's coldest locomotive" commandeered by none other than the epitome of cool, LL Cool J. The arrival of an icy beer-can-shaped train saves an awkward watch party where tensions are running high. This inventive campaign didn't just showcase the beer's frosty essence; it felt like getting a sideline pass to the coolest (pun intended) party in town. This creative endeavor highlighted the beer's branding while offering viewers an immersive experience.
“We shape it’s metal, you shape it’s soul.” Volkswagen's campaign was a celebration of heritage, encapsulating the journey of a trio of teens in a '90s Jetta and paying homage to the Beetle's 75th anniversary. These ads tapped into the power of nostalgia, reminding us of Volkswagen's iconic place in automotive history, promoting their expertise, and capturing viewers' hearts with a blend of sentimentality and charm.
Booking.com: Alter Egos Take The Field
Booking.com featured Tina Fey alongside "30 Rock" alumni in a creative take on vacation planning, where Fey enlists body doubles for different holiday experiences. This clever, humorous approach to showcasing Booking.com's versatile offerings was a hit, making it the most-watched Super Bowl spot on YouTube.
Doritos Dinamita: The Spicy Chase
“It’s Dinamita, not dynamite.” Doritos introduced us to Dina and Mita, who embark on a high-stakes chase for the last bag of Doritos Dinamita. Starring Jenna Ortega and Danny Ramirez, this ad showcases the value of a good old-fashioned pursuit. Plus, it’s backed by its USA Today Ad Meter rating of 5.84. This mix of action, humor, and cultural pride demonstrated Doritos' knack for storytelling, making their new flavors impossible to ignore.
BMW: Driving into the End Zone
BMW really knew how to grab our attention during the Super Bowl, rolling out a commercial that proves some classics just can't be beaten. Christopher Walken, the man with the voice and personality you can't replicate, cruising through his day in the smoothest way possible. Walken’s day takes a wild turn as everyone tries (and comically fails) to copy his unique style. It's offbeat, it's hilarious, and it nails the message that some things (and people) are truly in a league of their own. Just like Walken and Usher, there's nothing out there quite like the Ultimate Driving Machine. This ad wasn’t just about flaunting their latest models; it was a celebration of the one-of-a-kind flair and innovation that only BMW brings to the road. The 6.10 ranking from USA Today confirms that this one was a hit with the fans.
Beyonce proved she's a tough act to follow even after the halftime show. The 5.91 ranking from USA Today doesn’t lie. In Verizon's "Can't B Broken" commercial, she wasn't just showcasing her star power; she was telling a tale of resilience. Beyonce was attempting to "break Verizon" with everything from saxophone performances to a trip to outer space, all served up with a side of humor and a message about Verizon's reliable service. But the cherry on top? A sneak peek at new tunes, stirring up excitement. Yet, what really shone through was Beyonce's comedic timing, showcasing her wide range of talents. And for the fans eagerly waiting, Beyonce announced her upcoming album, Renaissance: Act II, set to drop on March 29, with tracks Texas Hold Em and 16 Carriages available now.
"Business up front, party in the back!" Kawasaki crashed the Super Bowl party with a debut ad that's all the buzz. Wrestling icon Stone Cold Steve Austin fires up Kawasaki's Ridge off-road beast and boom—sports a mullet, proving you can mix business with a whole lot of fun. Inspired by celebs like Patrick Mahomes, this ad's not just a nod to the mullet making a comeback; it's Kawasaki saying, "Hey, let's not take life too seriously." By aligning the Ridge with this playful yet practical hairstyle, Kawasaki sends a clear message: their off-road vehicle is designed for those who lead with seriousness but aren't afraid to let their hair down and enjoy the ride. With Stone Cold at the wheel, Kawasaki's Ridge is more than a vehicle; it's your ticket to adventure, wrapped up in a commercial that's as entertaining as it is smart.
Popeyes really spiced up the Super Bowl commercial break with a zesty twist, starring the hilarious Ken Jeong in "The Wait is Over." Scientists wake up Jeong from a frosty nap, not with a cup of coffee, but with a steaming tray of Popeyes' latest creation—chicken wings. For their Super Bowl debut, Popeyes wasn't content with just showing off their new wings; they brought Jeong into the mix for some laugh-out-loud moments. The ad, crafted by McKinney, gave us a front-row seat to Jeong's reaction as he goes from cryo-sleep to taste test in seconds flat. It was a clever way to announce, "Hey, we've got wings now," and remind us all why Popeyes remains at the top of the game.
Google: A Touchdown for Accessibility
Google's "Javier in Frame" ad was a heart-touching story of a blind man using the company's AI-powered camera feature to capture life's moments. This inspiring narrative showcased the transformative power of technology, touching hearts and highlighting Google's commitment to making a difference. Google's poignant ad "Javier in Frame" told the story of a blind man capturing life's moments with AI technology. This narrative underscored the brand's commitment to making a difference, touching hearts, and highlighting the transformative power of technology.
Notable Mentions: Fan Engagement
Miller Lite's Fan Engagement: Beyond Traditional Ads
Why run one Super Bowl ad when you can run a thousand? Miller Lite's spot starring Rob Riggles invites beer lovers to become literal beer ads on game day with a sweepstakes teaser.
Miller Lite took a different route, one that didn't involve a traditional ad spot at all. Instead of spending millions on a 30-second commercial, Miller Lite distributed 1,000 special jerseys with QR codes, effectively turning fans into walking, talking advertisements. This guerrilla marketing strategy was not just cost-effective; it was a stroke of genius that tapped into the communal spirit of Super Bowl parties. Fans who donned these jerseys became part of the ad, engaging with others in real-time and bringing the brand directly into homes across the country. This approach leveraged the power of social interaction and direct engagement, creating a buzz that traditional ads could only dream of.
DoorDash's Ultimate Giveaway: A Treasure Hunt
DoorDash set the bar high with an ambitious giveaway that promised viewers prizes from every commercial aired during the Super Bowl. In a bold move, DoorDash promised to deliver "every vehicle, every concealer, every snack, and honestly, who knows what else" from every commercial aired during the broadcast to one lucky winner. This ambitious giveaway required viewers to pay close attention not just to the DoorDash ad but to every ad aired, turning the usual bathroom-break moments into a treasure hunt. By engaging viewers in this manner, DoorDash increased attention to their ad along with the rest of the 59 ads in the broadcast. This approach leverages the Super Bowl's huge pool of viewers to create a buzz-worthy moment that extends DoorDash's brand reach far beyond a single commercial slot.
Want a rundown of all 59 Super Bowl ads that graced our screens? Click here.
The Swiftie Bowl and Las Vegas: A Playbook Expansion
The Taylor Swift and Travis Kelce "Swiftie Bowl" narrative, coupled with the Super Bowl's Las Vegas setting, offered brands a unique backdrop to roll out their most ambitious ads yet. This year, marketers leveraged the excitement around the game, the stars, and the city to create buzz, proving that context and timing are everything in advertising.
The Winning Formulaaa: Creativity, Connection, and Nostalgia
This year's Super Bowl ads were a masterclass in what it takes to truly captivate an audience. It wasn't just about flashy visuals or catchy jingles; the brands that stole the show were those that wove creativity, connection, and a touch of nostalgia into every frame. They reminded us that at the heart of great advertising is great storytelling, stories that make us chuckle, tug at our heartstrings, or spark a bit of awe. These campaigns proved that when you blend humor with heartfelt narratives and a dash of nostalgia, you've got a winning combination.
