Which brands really won Super Bowl 2024?

Until the fourth quarter and overtime that saw the Kansas City Chiefs repeat as NFL champions, most of the action at this year’s Super Bowl was in spotting the celebs, from the proverbial “bleachers” (cue the pre-chorus to Taylor Swift's “You Belong With Me”) to Usher's millennial nostalgia-fest halftime show to a star-studded lineup of ads. For the fifth consecutive year, we've brought back the Super Bowl Amp Meter so Ampers can offer their hot takes on the campaigns that crushed the moment—and those that will continue to pay off once the Big Game buzz dies down. AMP METER JUDGES PANEL Best Ad Overall 1. CeraVe, ‘Michael CeraVe’ Agency: Ogilvy PR North America “Each year, brands try to outdo each other with the most celebrities in their ads. There’s often no rationale, other than snagging the highest-profile star they can get to endorse their brand. I found myself cross-eyed in another year of countless famous faces. Enter Michael Cera. CeraVe’s ad is a refreshing parody that felt purposeful and ownable, while funny and endearing. CeraVe teased the endorsement last month when Cera was filmed at a pharmacy placing stickers of his face on CeraVe bottles in a viral TikTok video. If the brief was to win the celebrity Super Bowl game, they succeeded.” —Hillary Williams, group brand director, Connelly Partners “Michael Cera as the next skincare influencer is genius. Celebrity cameos these days are expected, but they often hardly deliver genuine surprise or sometimes are downright lazy. CeraVe gives us an authentic celeb crossover with Michael Cera, calling back to popular online memes within the CeraVe fandom while spoofing the luxury commercial aesthetic in a meta-commentary of beauty without being heavy-handed. Cera’s commitment to the bit with ‘Let my cream hydrate you’ was just the cherry on top.” —Amy Globus, co-founder and creative director, Team “CeraVe was great. Unexpected, funny and keenly self-aware. Featuring Michael Cera wasn’t just clever casting, it immediately conveyed the brand ethos and created a shortcut for distinction and memorability in an otherwise cluttered category. A refreshing use of celebrity in a very celeb-heavy year also allowed the spot to focus on the product. Interest was generated ahead of the game by seeding the idea with the right people in the right places, to get people talking without spoiling the payoff. It was a smart, strategic, well-executed way for a brand like CeraVe to authentically show up in the Super Bowl.” —Olivia Young, managing director, Noble People “As a drugstore staple for years, CeraVe has a reputation of reliability without the hype. The whole campaign injects a welcomed dose of humor and self-awareness into the traditional marketing playbook of beauty brands. With all the hype, the commercial did not disappoint. It is fun and entertaining with its fantastical take on traditional fragrance ads. It doesn’t hold back on the drama, over-the-top scenes and of course the male models. I do think that given how CeraVe took such an unconventional approach to their campaign, leading with concept rather than typical A-list celebrity and integrating themselves into the culture, they’ve carved out a unique niche for themselves for upcoming campaigns.” —Megan Blake, chief operating officer, Wondersauce 2. (tie) Uber Eats, ‘Worth Remembering’ Agency: Special Group U.S. “This year, Uber Eats just got it right. Tapping into the enduring success of ‘Friends,’ they gave the people what they wanted: a long-awaited Ross and Rachel reunion of sorts. While that moment was undeniably buzz-worthy, for me Uber Eats had already won the Super Bowl with their smart teaser ad featuring David and Victoria Beckham re-creating an iconic scene from their 2023 Netflix documentary. Remixing moments from the past and present is where pop culture is at right now. Uber Eats proved they understand that, and were able to successfully insert themselves as a brand. Now I just need them to Uber Eats me one of Posh’s ‘My Dad Had a Rolls-Royce’ T-shirts.”—Maxim Kabakov, VP, strategy, UM “What sets this ad apart is the strategic buzz generated on social media ahead of its debut. In the weeks leading up to the Super Bowl, Uber Eats strategically utilized various social media platforms to tease snippets and behind-the-scenes glimpses of their upcoming ad. This pre-launch buzz effectively primed audiences, generating significant excitement and anticipation for the ad’s premiere during the game. Some viewers even took to social media to share that they were only staying up to watch the Super Bowl to see the ‘Wicked’ trailer, Victoria Beckham in an ad and Usher. The buzz generated on social media has not only elevated its initial visibility but has also left its mark in the memory of consumers.” —Chris Jacks, director of growth strategy, HireInfluence “Uber Eats was my favorite ad of the Super Bowl because of the smart use of celebs and the meta concept. It embedded meme culture and pop culture into the center of the spot. The celebrities were utilized appropriately, ironically capturing my attention and making me laugh.” —Ramaa Mosley, co-founder and chief creative officer, Adolescent Content 2. (tie) Paramount+, ‘Sir Patrick Throws a Hail Arnold’ Agency: Droga5 “With this much hype this early on, I assume it’s going to resonate with a ton of folks, even if they’re not football enthusiasts, advertising gurus or one of Taylor Swift’s 11 billion fans. It’s pure nostalgia for multiple generations, and it will vibe with many interest groups. And don’t we all love dark humor? I predict ‘Throw the Child’ is going to be quoted in many a friend group and shared via Giphy way after we heal from our Super Bowl hangovers. But it works for less obvious reasons too. It targets a very large, variegated audience that may have only a passing interest in the event itself. And so, we have this deliciously dark little piece that brings us all together. Congrats and great work to our friends at Droga5!” —Liz Stevison, group creative director, Critical Mass “There was something special about the Paramount+ spot. I love how that client and agency team is building a platform for the brand. An ongoing, repeatable and memorable format that people can fall in love with and expect every time, but that can be refreshed again and again, surprising and delighting viewers at every new iteration. We need more brands willing to invest in ideas, stick to them and watch them grow. Ideas that are long lasting like this one can grow brands and strengthen our industry.” —Danilo Boer, global creative partner, FCB Global “It’s the ‘Infinity Wars’ of Super Bowl ads. Athletes, actors, presenters, cartoons, gaming characters and … Creed. Humor, nostalgia and the most USA song not sung by Bruce Springsteen. Immediate virility when it launched, something for every generation and guaranteed additions to meme culture will ensure its longevity (top of the list is Patrick Stewart looking down at his arm to read ‘Throw the Child’). I am already looking forward to ‘Endgame’ next year when they actually scale the mountain (sorry, Peppa Pig).” —Paul Guest, head of sports strategy, OS Studios 3. (tie) Etsy, ‘Thank You, France’ Agency: Orchard “Etsy’s Gift Mode spot was definitely the one that gave me the biggest laugh. What set it apart wasn’t just the smart writing and the perfect performances but also its ability to shine without leaning on celebrity star power. The spot really showed the power of a strong, simple concept, perfectly executed to highlight Etsy’s new offering in a memorable and fun way. In a world of big names and even bigger budgets, ‘Thank You, France’ really shows that a brilliant idea and a great execution can be just as if not more impactful. And, of course, it’s always fun to see a little American and French rivalry.” —Chelsea Steiger, creative director, [Ai]magination “‘Throw the Child’ might win the internet, but for me it’s Etsy. Light, funny and beautifully crafted—it’s everything a classic Super Bowl ad should be. Everyone watching can really relate to that pressure of ‘I need to buy something incredible, but where the hell do I start.’ Humor is the perfect resolve here, for Gift Mode to find something amazing. And buying a spot during the game is super smart. Etsy is a favorite for Swifties—undoubtedly all watching this year’s game—who buy and sell a ton of merch on the site, and recently started selling Swift/Chiefs pieces. It’s also clear Etsy is moving away from its association only with holiday gifting and to year-round as well. What better time to tell people than right after the halftime show?” —Robyn Frost, senior art director, Pereira O’Dell 3. (tie) Dunkin ’, ‘The DunKings’ Agency: Artists Equity “This Super Bowl ad stood out as a clear winner with its combination of humor, self-awareness and strategic marketing. The ad’s genius lies in its ability to gather an ensemble of A-list celebrities, including Ben Affleck, Matt Damon, Tom Brady and Jennifer Lopez, who all humorously poke fun at themselves. The incorporation of merchandise—the DunKings tracksuit, bucket hat and customized menu, including The DunKings Iced Coffee and Munchkins skewer—takes the ad beyond the screen. What sets ‘The DunKings’ apart from most Super Bowl ads is not only the strategic inclusion of the Dunkin’ name to ensure brand recall, but its potential for longevity, laying the foundation for future campaigns.” —Mitchell Fait, partner and creative director, Gigasavvy “The ‘DunKings’ spot (beyond the very funny contents of the ad itself) felt more considered than the competition on several fronts. In a celeb-heavy year, Dunkin’ stood out by bringing in celebrities with a longer-term, natural connection to both each other and the brand, versus merely featuring pop-up spokespeople. The ad had a strong, integrated roll out, with a video pre-game campaign that went beyond just a teaser, blending behind-the-scenes and produced content. And what campaign would be complete without an as-seen-on-TV merch drop of those unforgettable orange tracksuits the morning after.” —Ryan Vinnicombe, VP, strategy director, Arnold Worldwide 3. (tie) BMW, ‘Talkin Like Walken’ Agency: Goodby Silverstein & Partners “Christopher Walken coolly brushed aside the wannabes with a smile and a wink in BMW’s halftime crowd-pleaser. People love to try the Walken voice on at least once, and even if you don’t pull it off it’s still fun. Watching a cast of copycats elevate a simple premise was genius: Imitators abound, but only one embodies Walken’s luxe attitude and presence, and the sleek BMW i5. It’s celebrity synergy with comedic substance, where Walken’s and BMW’s brands fuse for a minute, reminding us that in a world of imitations, the ‘Ultimate Driving Machine’ leaves laughter and luxury in the rearview mirror.” —Michael Rivera, chief creative officer, Upshot and AMP Agency “This works on so many levels. It’s funny, endearing, and who doesn’t love a ‘day in the life’ of a beloved celebrity? The cameo by Usher makes it specific to Super Bowl Sunday. Closing with the line, ‘There’s only one Christopher Walken, and only one Ultimate Driving Machine,’ ties it all together with the classic BMW tagline. Perfection!” —Erica Wiggins, director of marketing and communications, George P. Johnson Honorable Mentions BetMGM, ‘Tom Has Won Enough’ Agency: Highdive “I was surprised to see Tom Brady win the Super Bowl. Again. He played brilliantly as the simple central focus of the perfectly executed BetMGM ad and he quietly delivered as a winning role player for Dunkin’. A remarkable Big Game performance.” —Dennis Ryan, executive VP, executive creative director, Bader Rutter View ad Reese’s, ‘Yes!’ Agency: Erich & Kallman “Comedy in the Super Bowl always wins for me. It was original, simple, went for an actual laugh, and really stood out among the other ads. Loved it.” —Molly Jamison, executive creative director, Arts & Letters Creative Co. View ad Mtn Dew, ‘Having a Blast’ Agency: Goodby Silverstein & Partners “In a year of nonsensical celebrity cameos, I’ll give it to one that actually kind of makes sense—or at least made me chuckle. Aubrey Plaza’s trademark maniacal boredom is a hilarious match for a product named Baja Blast. It’s a simple premise thrown over-the-top in typical Super Bowl fashion, but the concept wouldn’t work without her. Great casting and a bit of clever writing make it a standout in my book.”—Jonathon Spalding, creative director, Cornett View ad Michelob Ultra, ‘Superior Beach’ Agency: Wieden+Kennedy “This year’s sport-star-studded ad for Michelob Ultra executed a perfect formula. As Leo Messi dribbles across a beach of admiring fans, we catch nods to “Ted Lasso” star Jason Sudeikis and football Hall of Famer Dan Marino. With all the production value and celebrity cameos we’ve come to expect from the Super Bowl, they delivered a refreshingly straightforward message: Michelob Ultra is the choice of champions and a beer for the people. Get yourself a drink.”—Sam Zises, CEO, [L]earned Media View ad Squarespace, ‘Hello Down There’ Agency: In-house “The legendary Martin Scorsese ventures to TikTok and now a 30-second Super Bowl spot. As everyone today is locked in on their Vision Pro, Squarespace’s campaign makes a humorous case for us to look up now and again, weaving an extraterrestrial invasion into our digital lives through a minimal website design with a simple, yet effective message. —John Clark, co-founder and creative director, Team View ad State Farm, ‘Like a Good Neighbaaa’ Agency: Highdive “State Farm’s new twist on their already catchy jingle left me laughing and quoting Arnold Schwarzenegger the rest of the game, and they did it with only a few celebrity guests.” —Jordan Coff, director of client success, EightPM View ad Pluto TV, ‘The History of Pluto TV Country’ Agency: Haymaker “I wasn’t blown away this year so quickly to be able to say, ‘That was the best.’ So I’ll go with one that stood out for me: Pluto couch potatoes. Creative, simple, entertaining. Hopefully I wasn’t the only one pulled in right away by seeing a bunch of unique characters in potato costumes. Just me? I thought it was clever, shot really well and appreciated the lightheartedness of it.” —Katie Gerdes, creative director, Curiosity T-Mobile, ‘That T-Mobile Home Internet Feeling’ Agency: Panay Films “T-Mobile’s ‘Flashdance’ ad managed to incorporate everything in an ad maker’s tool belt: humor, nostalgia from the ’80s and early 2000s, some sizzle (hello, Jason Momoa), singing and dancing. But it was the subtle off-the-shoulder shirt pull on Zach Braff that made me laugh out loud. Well done team!” —Jeannie Evanchan, VP of media strategy, Praytell View ad Paramount+, ‘Nobody Watches Like U.S.’ Agency: 72andSunny “The best Super Bowl ad was the UEFA Champions League ad by Paramount+. The song elicits all of the emotions and all fans know the feeling of avoiding responsibility to watch soccer in the middle of a work/school day.” —Jorge Prado, partner and CEO, Admazing Co. Taylor Swift “The best ad for the Super Bowl throughout the game was Taylor Swift’s promotion of the NFL. Within our Youthteller research network we had over 578 women between the ages of 15 to 24 respond saying that they tuned into the Super Bowl just because of her and now were fans of football. These were respondents who self-identified as previously ‘never having watched the Super Bowl’ and ‘having no interest in football.’ Taylor Swift at the Super Bowl wasn’t the point; it was the love story. Taylor’s relationship with Kelce and her amazing reactions and performance of love, devotion and excitement were the perfect alchemy throughout the game. This made football the most interesting sport and converted millions of young women into football fans.” —Ramaa Mosley, co-founder and chief creative officer, Adolescent Content Best Staying Power 1. (tie) CeraVe, ‘Michael CeraVe’ Agency: Ogilvy PR North America “CeraVe has been having a moment (really for a couple of years) with its increase in popularity. And I think given all the Swifties tuning in this year, their presence and entertaining spot can only help keep the momentum going.” —Katie Gerdes, creative director, Curiosity “I think CeraVe will have an impact. Using less-expected celebs or ones who connect to the product more (in this case, in a ridiculous way) will probably and hopefully be what we see more of in the future. And like Reese’s, it was funny! More of that please!” —Molly Jamison, executive creative director, Arts & Letters Creative Co. “CeraVe feels like the brand that most elevated their name (and how to pronounce it) through a made-for-feeds pre-game stunt, as well as the spot itself. By leaning into a more classic era of Super Bowl spot humor, it feels like an ad that could easily fall into annual ‘Remember that one ad from a few years ago where …?’ conversations.” —Ryan Vinnicombe, VP, strategy director, Arnold Worldwide 1. (tie) Google, ‘Javier in Frame’ Agency: Gut Miami “We know the power of celebrity performances when it comes to Super Bowl ads, but I do think we’ve reached celebrity overload at this point. Viewers barely remember the stars they’ve seen, let alone the brands. Disability representation is sorely lacking within advertising, so I appreciated Google’s ‘Javier in Frame’ highlighting a new AI camera feature designed to help the visually impaired identify information about their surroundings. Hopefully it reminds our industry and clients to prioritize accessibility, within not just marketing but across all consumer experiences.” —Maxim Kabakov, VP, strategy, UM “The Super Bowl has become an arms race—who can pack in the most celebs, be the most absurd or scream the loudest. But there’s always a few spots that not only manage to get your attention, but also teach you something, too. The Google Pixel 8 spot was a brilliant piece of visual storytelling. It pulled you in immediately, made you consider another perspective, and showed you how AI, with all its faults, can make a real difference for so many people.” —Jonathon Spalding, creative director, Cornett “Among the many ads centering around AI, Google gave a fresh perspective on their Pixel Guided Frame. The ad shows Google’s commitment to tech development that accommodates and improves users’ lives. They swiftly shifted the achievements of AI from profitable to personal, reminding us that the goal is accessibility. As the market expands, companies will no doubt follow this lead, trending toward humanity in technology.” —Sam Zises, CEO, [L]earned Media Honorable Mentions Starry, ‘It’s Time to See Other Sodas’ Agency: VaynerMedia “Partnering with an up-and-coming star to turn heads and change minds about people’s go-to soda. Could be the start of a long term partnership.” —Jorge Prado, partner and CEO, Admazing Co. View ad Squarespace, ‘Hello Down There’ Agency: In-house “In terms of long-term impact, marketing that says something about us as humans sticks with me. For that reason, Scorsese’s Squarespace spot hit home. Ironically, it’s an ad that tells us we’re spending too much time on screens, but also advertises websites. It may not be realistic, but any message of ‘look up’ is one I can get behind.” —Erica Wiggins, director of marketing and communications, George P. Johnson View ad Opendoor, ‘Opendoor Halftime Showing’ Agency: Mischief “This concept flips the consumer interaction script by cleverly bringing the consumer into the idea, making them a part of it. I feel we will see more of this thinking as we continue to move into a ‘device constantly in hand’-world we live in.” —Jason Corbin, director of creative development, Big Communications Budweiser, ‘Old School Delivery’ Agency: FCB New York “I am hoping this will earn a place as one of the best Super Bowl ads of all time. From the return of the iconic Clydesdales, who consumers look forward to seeing at the Big Game every year, to a timeless message of resilience and determination that defines both the Budweiser brand and the American spirit, ‘Old School Delivery’ has what it takes to stand the test of time. Budweiser, which is synonymous with American culture, effectively built on core brand pillars to deliver entertainment to its fans. We need to honor the history of our brands and build on the foundations laid by the ones before us. We don’t need to start from scratch every time.” —Danilo Boer, global creative partner, FCB Global View ad Dove, ‘Hard Knocks’ Agency: Ogilvy “Given the millions of young Swifties that tuned in to watch the Super Bowl this year, my optimistic side would love to see Dove’s ‘Hard Knocks’ ad with the biggest long-term impact: keeping girls in the game. In an evening celebrating an all-male, testosterone-fueled, billion-dollar sport, 45% of girls are quitting sports by age 14 due to low body confidence. Hats off to their #keepherconfident movement as the next step in their 20-year body confident sport program. Here’s hoping it lands with young female viewers and their parents.” —Hillary Williams, group brand director, Connelly Partners View ad DoorDash, ‘All the Ads’ Agency: Wieden+Kennedy “DoorDash did a great job of leveraging the scale and hype of the Super Bowl to dramatize the product in a stunty, entertaining way. The ambition was absurd enough to get attention, with enough broad appeal to drive immediate engagement and sign ups. Beyond the stunt, the spot itself was heavily branded and reinforced the product benefits—a good formula for memorability and long-term effectiveness beyond the buzz of the Super Bowl.” —Olivia Young, managing director, Noble People View ad Temu, ‘Make Your Wishes Come True’ Agency: In-house “Ooo ooo Temu! While the Temu ad content wasn’t anything special, the jingle is not one to forget. As a new company to many, the ad did its job by creating conversations for viewers that will continue as they expand to take over their industry.” —Jordan Coff, director of client success, EightPM View ad ~ ~ ~CORRECTION: A previous version of this story misattributed the credit for the Paramount+ ad ‘Nobody Watches Like U.S.’ About Amp Amp is a platform that’s integrated with Ad Age and Ad Age Creativity, allowing you to leverage our editorial credibility while showcasing your expertise, accolades and campaigns. For more information visit our FAQ page. Not an Ad Age Amp member? Find your page and claim it today.

Which brands really won Super Bowl 2024?

Featured Stories