??? Super Bowl Ad Recap: Finding the Touchdowns in Advertising!??

by Victoria Henry-LeMaster , Account Manager / American Transplant

What a game, what a night, and of course, what ads! ????

Did you stay up late or are you watching the highlight reels? ??

Following the tense game that was Super Bowl LVIII, it's that time of the year again when we all jump in to dissect, discuss, and downright debate the best of the best in Super Bowl advertising. As an American transplant at a UK ad agency, I've got the lowdown on the top 5 ads (in no specific order) that I think stole the show, and boy, do we have some winners to celebrate:

1?? Like a Good Neighbaaa | feat. Arnold Schwarzenegger & Danny DeVito | State Farm? - This ad was a touchdown pass for sure! With Arnold Schwarzenegger & Danny DeVito, State Farm brought the heat with sizzling wit and an air game that'd make Patrick Mahomes proud. It was a real red-zone reach for success, which seems to have paid off. The activation joined a number of other brands who released ‘teaser trailers’ in advance of the big game. The ad has its own landing page, which holds extended versions, behind the scenes, and all the national coverage they had leading up to and following the Super Bowl.?

2?? Perfect 10: The Kia big game commercial featuring the 2024 Kia EV9 - The emotional storytelling in this ad was a game-changer. Following a young figure skater and the challenge of missing a family member at a pivotal event, the Kia EV9 brings the family together. It tugged at the heartstrings while perfectly aligning with the brand’s identity, highlighting their tagline, ‘movement that inspires’. A definite win in my playbook, just like Jaylen Watson’s recovery of a 49ers fumble in Q3.

3?? #GameTimeGlow - Featured in TIME, this ad was a touchdown dance waiting to happen! Regardless of any preferences around the ‘Taylor Swift-ification' of the NFL this season, Cetaphil saw an opportunity and ran with it. With great insights into what brings two audiences together, the campaign's sentiment presents a story that many Super Bowl LVIII viewers can connect with. If you’re interested in reading more, check out my article.??

4?? DON’T FORGET UBER EATS - Who cares about kick-off at 11:30pm GMT when you've got the star power of this ad? By star power I’m talking about the teasers that featured The Beckhams and Jelly Roll; and the post half-time feature ad with Friends stars Jennifer Aniston and David Schwimmer. It's a masterclass in using celeb charm to make a winning play. Hopefully USHER (featured at :57) manages to remember his half-time performance! Need I say that Uber Eats made a great delivery?

5?? "Michael CeraVe" - This ad knew how to push the boundaries while staying true to its brand voice. It seamlessly blended humor with a strong message, leaving a lasting impact. And I’m not the only one who thinks so - TODAY, Marie Claire, the NYT, the Independent, and many more are still buzzing over the question: Is CeraVe by Michael Cera? The brand responded by setting the record straight on their dedicated landing page. It juggled humor and smarts like Travis Kelce in the end zone - a real tight end of advertising excellence.

It seems like this year was a definite win for the home team (and by "home," I mean the ad world). Brands this year faked us out with pre-game teasers, surprised us with post-game maneuvers, and basically owned the end-zone. These ads may not be everyone’s top five, but they’ve highlighted the power of storytelling, the effectiveness of emotional connections, and the value of timely, relevant content.?????

So, as we bask in the glory of the Super Bowl ad extravaganza, let's tip our hats (or helmets) to the creative minds behind these winning campaigns. Until next year's showdown, cheers to the power of great advertising! ????

On that note - I’m ready for bed! ?? ??