Super Bowl 2023 seemed to return to the pre-COVID norm—celebrity-filled spots, pitching everything from beer and snacks to wireless providers and streaming TV. The big surprises? Tubi's clever promo, a pair of religious ads and a heart-warming debut from a direct-to-consumer pet food company.

So what will Super Bowl LVIII's ads look like? On Tuesday, Feb. 6, Ad Age Super Bowl Playbook brought together brands, agency leaders and creatives to answer that question.

Watch the broadcast replay below—and follow the conversation on LinkedIn, Facebook and X.

2024 AD AGE SUPER BOWL PLAYBOOK AGENDA
 

Promoting change

Kathryn Fernandez, global brand director for Dove, Unilever
Adam Morse, director
Moderator: Jeanine Poggi, editor-in-chief, Ad Age

Reaching Gen Z during the Big Game

Calmatic, director, Prettybird
Marcelo Pascoa, marketing VP for the Coors family of brands, Molson Coors
Michael Smith, head of brand marketing for Starry, PepsiCo
Moderator: Erika Wheless, reporter, Ad Age

Why celebrities still matter

Michelle Deignan, VP of Oreo U.S., Mondelēz International
Danielle Hawley, global head of creative and brand, Uber
Matt Murphy, global chief creative officer, 72andSunny
Moderator: E.J. Schultz, news editor, Ad Age

First-time experience

Greg Guidotti, chief marketing officer, Ferrara
Laura Janness, co-founder and chief strategy officer, Orchard
Jeff Klein, chief marketing officer, Popeyes Louisiana Kitchen
Moderator: Jessica Wohl, senior editor, Ad Age