In anticipation of Super Bowl 2024, brands are ratcheting up marketing strategies, combining celebrity appeal and comebacks into their advertising campaigns. The pursuit for novel, memorable commercials is on, amidst skyrocketing ad space prices that now cost $7 million per 30-second spot, reported ad tracking company Ad Age.
In a bid to connect with millions, advertisers have enlisted stars like Ben Affleck, Jennifer Lopez, Steve Martin, and John Travolta. Their aim is twofold: to create a lasting impression and go viral, as per Keith Cartwright, marketing agency Cartwright’s founder.
In the same vein, creatives like Charles Kidd II, also dubbed Calmatic, confront the need to tap into pop culture. Directing his fifth Super Bowl commercial, Calmatic admits to setting aside the budget’s enormity and stresses on creative freedom.
Bud Light’s Super Bowl 58 ads are hinting at a humorous comeback, attempting to recover from last year’s controversial partnership with transgender influencer and TikTok star Dylan Mulvaney, which led to severe backlash and a 10.5% revenue drop. The brand’s newly-appointed senior VP of marketing, Todd Allen, mentioned wanting to lean into humor, focusing on messages that bring joy and laughter.
Meanwhile, one standout commercial features Jeremy Renner, who celebrates his recovery after a freak accident involving a snowplow left him seriously injured. The ad, for plant-based protein brand Silk, tells the story of his journey from trauma to recovery. Renner credits his 10-year-old daughter, Ava, for his determination to survive.
The Super Bowl 2024 will air on CBS station, Nickelodeon, and will be streaming on Paramount, on Sunday, February 11.
Source: Super Bowl 2024 commercials will have brands betting big on celebrity appeal and comebacks .
