From Super Bowl 2024 to Your Business: Adapting Top Advertising Tactics for Success
From touchdowns to Taylor Swift, the Super Bowl is undoubtedly one of the biggest nights in sports.
And with millions of dollars spent on commercials, it’s an opportunity to get as many eyes on powerhouse brands as possible.
While a Super Bowl ad spot may seem out of reach for many brands, our performance marketing experts have weighed in on their favorite 2024 Super Bowl commercials. They suggest ways your brand can easily incorporate elements from Super Bowl ads into your own marketing strategy.
Breakdown of the Top Super Bowl 2024 Ads
Here’s what some of the GeistM team had to say about Super Bowl ad creativity:
Uber Eats – David And Victoria Beckham Forget
“This ad is brilliant for several reasons. Firstly, it leverages the viral moments from Beckham’s recent documentary, a crucial element for capturing attention. Secondly, it taps into humor, a powerful emotional connection that encourages sharing and recall. Lastly, it delivers a concise yet impactful message: ‘Whatever You Forget this Sunday. Remember Uber Eats.’
Advertisers can emulate this success without massive budgets by capitalizing on viral moments and evoking specific emotions. Understanding the desired user emotion is vital and often overlooked. And finally, employing a straightforward, compelling messaging.”
– Mahima, Strategic Growth Manager
Paramount+ – Patrick Stewart Throws a Hail Arnold
“This commercial stood out to me because it appeals to such a wide audience. By including stars like Patrick Stewart, Drew Barrymore, Miami Dolphins quarterback Tua Tagovailoa, and children’s TV characters Peppa Pig and Hey Arnold — anyone watching can relate to at least one of them. Paramount succeeds in mixing all of these references together by utilizing humor to create a lighthearted scene that resonates with millions.”
– Simon, Content & Creative Strategist
Kia – Perfect 10
“I tend to gravitate towards ads that tell a story and have some emotion in it because I’m a huge softy! Using an emotional approach really resonates with lots of people and makes them feel a deeper connection to the brand. Don’t get me wrong, I loved all the funny ads from this year’s Super Bowl, but this is the one I remember most.”
– Melissa, Head of Creative
Google – Javier in Frame
“Google Pixel’s Javier in Frame is a great example of how you can bring technology to life through emotion. Little do we think of how simple it is to take a photo; while others may not have that luxury.
Google puts life into perspective by telling us Javier’s story and showing us how he uses Google AI to take proper photographs on his own despite having vision impairment. It perfectly exhibits the product while tugging at our heartstrings, something every company should take note of.”
– Jai, Content Strategist
Hot Tip: Read Jai’s deep dive on the Super Bowl 58 commercials over on Popdust
State Farm – TikTok Campaign ft. khaby.lame
“This may be cheating, but I want to call back to State Farms Super Bowl play from last year. With 30-second TV spots costing upwards of $7 million, one surefire way to ensure that your message isn’t drowned out is to skip TV entirely.
State Farm did exactly this, opting out of a traditional linear spot for a TikTok campaign with creator Khaby Lame. With the ad mocking the over-the-top nature of Super Bowl ads, it was a perfect pairing with the influencer who’s famous for reacting to overly complicated ‘life hack’ videos.
While this is a great example of the need for brands to thoughtfully align messaging with partner creators, more interestingly it takes advantage of the growing trend of second-screen viewing. Over 70% of Gen Z and Millennials report using their phones while watching TV, and while linear TV is a one-sided interaction, social media channels like TikTok make it far easier for users to follow a Call To Action.
Engagement is more beneficial for brands than mere eyeballs. So not only was this a wildly cost-effective campaign, it contains more measurable elements to inform future strategy.”
– Daniel, Strategic Growth Manager
7 Key Takeaways for Adapting Super Bowl Ad Strategies
Here are the key takeaways based on the analysis from the GeistM Team:
- 1. Creativity Inspired by Virality: The Uber Eats ad demonstrates the power of tapping into current trends and viral moments. Boost your ad’s relevance and shareability by aligning content with popular culture, ensuring it resonates with a broad audience.
- 2. Humor as a Universal Language: Both Uber Eats and Paramount+ highlight how humor can be used to create an engaging and memorable experience. Humor fosters an emotional connection with the audience, making their ad more likely to be remembered and shared.
- 3. Inclusive Casting and References: Paramount+’s approach of including a diverse range of characters and celebrities illustrates the importance of appealing to various demographics. By creating content that multiple audience segments can relate to, businesses can maximize their ads’ appeal and reach.
- 4. Emotional Storytelling: Kia and Google emphasize the impact of storytelling within their ads by forming a deeper connection with viewers. Emotional storytelling can make your brand more relatable and memorable, encouraging viewers to form a personal connection with your product or service.
- 5. Product as a Solution: Google’s ad showcases their product’s utility in a real-life situation, highlighting how it can make a significant difference in someone’s life. Demonstrating your product or service as a solution to a relatable problem can help illustrate its value and relevance.
- 6. Beyond Traditional Media: State Farm’s TikTok truly innovative campaign illustrates the effectiveness of choosing the right platform and format. Second-screen viewing is trending (especially among younger audiences). So, reaching potential customers on social media can lead to higher engagement and more measurable outcomes than traditional TV spots.
- 7. Strategic Partnerships: The choice of Khaby Lame for State Farm’s campaign underscores the importance of aligning your brand with partners who resonate with your target audience. This alignment ensures that the messaging feels authentic and engages viewers in a meaningful way.
Take Your Ads to The Next Level, Super Bowl Style
In a world where attention is the ultimate currency, drawing inspiration from Super Bowl ads can help your brand score big with its target audience.
You don’t need a multi-million dollar budget to make a great ad, but you do need a great strategy to boost your brand.
Don’t let your brand get lost in the noise. Contact GeistM today to explore how we can elevate your advertising strategy and help your business reach your ideal target audience. Together, we can create campaigns that not only stand out but also drive meaningful results.
Let’s make your next ad campaign the winning touchdown.
