best and worst: Super Bowl LVIII ads.
the most watched broadcast in history.
Super Bowl LVIII broke records and became the most-watched program in US history, drawing an average of 123.7 million viewers. As one of the few events that Americans across all demographics experience, the Super Bowl presents an unparalleled opportunity for companies to reach a vast and diverse audience.
While the Super Bowl is known for having the best commercials of the year, the increasing popularity of the event has led many companies to play it safe. However, each commercial was ranked by a USA Today poll that received tens of thousands of responses, and I’ll be breaking down which commercials were fan favorites, and which left them feeling sacked.
the three least favorite commercials.
3) "Sweepstakes," — TurboTax.
2) "Less social media. More Snapchat." — Snapchat.
1) "American Values" — Robert F. Kennedy Jr. campaign.
lessons learned from the worst Superbowl commercials.
The lowest-ranked commercials faltered in several areas. Lack of recognizable celebrity presence, overly strong calls to action, and a focus on the product rather than storytelling contributed to their lackluster performance. Additionally, some ads, like Snapchat's, missed the mark by adopting a negative tone and failing to authentically connect with their target audience.
the top three favorite commercials.
3) "Perfect 10 | The Kia EV9," — Kia.
2) "The DunKings," — Dunkin.
2) "Like a Good Neighbaaa," — State Farm.
lessons learned from the best Superbowl commercials.
each of the highest-ranking commercials had the confidence to put their brands second.
The State Farm commercial wasn’t selling you on any insurance plan or new deal, it was entirely about Arnold and his accent. Similarly, “The DunKings” was about Ben Affleck auditioning for Jennifer Lopez’s music video, and Kia’s told the story of a young ice-skater.
The two highest-ranked commercials also masterfully utilized celebrity endorsements to engage viewers. By integrating humor and leveraging the public personas of figures like Arnold Schwarzenegger and Ben Affleck, these ads left a lasting impression. The Kia ad stood out by delivering a heartfelt narrative that resonated with audiences, demonstrating the effectiveness of emotional storytelling. Notably, other commercials that pulled on the audience's heartstrings, such as the NFL “Born to Play” ad and Google’s “Javier in Frame” spot were all in the top 20% highest-rated commercials.
key takeaways for marketers.
Subtlety Sells: Viewers prefer ads that treat brands as accessories rather than focal points. By integrating brands organically into compelling narratives, advertisers can capture attention without coming across as overly promotional.
Authenticity Matters: Authenticity remains key in delivering branded messages. By staying true to their brand identities (and the celebrities endorsing them), advertisers can establish genuine connections with consumers.
The Power of Storytelling: Successful commercials tell stories that resonate with audiences on a personal level. By prioritizing storytelling over product promotion, brands can create memorable experiences that leave a lasting impact.