Snap made its Super Bowl debut with a shorter version of a commercial it aired during the Grammy Awards, which portrays the app as a positive alternative to typical social media. The 30-second ad starts with a fast-paced montage of social media users chasing “likes” with increasingly desperate attempts for attention. It then says, “Less likes. More love,” and turns to scenes of activities on Snapchat, which appear more wholesome.

One of Snap’s core selling points to advertisers is that it has more control over content on the app, making it less likely for brands to appear in inappropriate settings—which has been a persistent problem on public-facing platforms.

Brand: Snap

Agency: In-House

Quarter: 4

Super Bowl: LVIII

Year: 2024