My Most and Least Favorite Ads of Super Bowl 2024

The Good Ones

Cetaphil’s “#GameTimeGlow”

Love or hate what Taylor Swift has done to change this season’s conversation around watching the NFL, this commercial captures the heart of it all. Is it so bad if instead of spending all Sunday afternoon away from your family, you’re spending it with them?

American Value’s Robert F. Kennedy Jr. for President

When this came on, my daughter turned to me and said, "why are they airing an old ad?” Which forced me to say, “It’s not an old ad, there is actually someone today running for president named Kennedy. Robert F. Kennedy.” Which is also when I realized the genius of this ad. It had just forced me to say the voice over aloud in my own home.

Dunkin’s “The DunKings” ft Ben Affleck

What makes this commercial work is that not only is Ben Affleck an IRL Dunkin’ fan, but that the entire plot is conceivable, down to the apologetic Matt Damon and the I’m good for it buddy, Tom Brady. What’s not to like? Especially when Jennifer Lopez says at the end, “Tom can stay.”

My 2024 Favorite

Paramount+’s “A Mountain of Entertainment?

Pre-game weekend, I probably watched this commercial more than 10 times. Sir Patrick’s voice. The easy conclusion to mistreat a kid. (“Throw the child.”) I loved it! The absurdity. And it’s the absurd construct that makes the point – this is the variety of entertainment that can be found on Paramount+, from live football to SciFi to children’s shows. There’s a long version and that’s the one that is worth watching.

My 2024 Least Favorite

“BMW USA’s "Talkin Like Walken" (ft. Usher)”

It took me doing online research to even understand this ad; I had no idea that the weird accents were supposed to be making fun of the way Christopher Walken talks. (Was this the best they could do? Or was it purposely bad, I guess?) Would the real Christopher Walken actually act angry if this happened? Why is Usher there? Why is the outfit Usher wearing in this commercial nicer than the one he wore live? Does BMW’s target market for their EV know who Ashley Park is? I want to see the focus group transcript and the crosstabs, please.

Biggest Ick

CeraVe’s “Michael CeraVe”

Apparently, the internet loves this ad and Ad Age has awarded it the Super Clio for Best Super Bowl Ad.

I’ve never wanted to touch a product less.

Happy 40th Anniversary to Apple’s “1984”

This year marks forty years since the Super Bowl commercial that started the the age of BIG SUPER BOWL COMMERCIALS. The post-game earned media that this ad garnered made every ad agency sit up and say, we have 300 days to come up with the next one.

This worthwhile read by New York Times gathers the original ad makers and Apple executives. CEO John Sculley recalls the Board telling him, “You’re not really going to run that thing, are you?”