The year of 2024 brought us Super Bowl LVIII and, with that, Taylor Swift x Travis Kelce with the Kansas City Chiefs vs. the San Francisco 49ers. This clash of the titans brings some of the best (and most expensive) commercials every year, and 2024 is no exception. Evan Rosenthal, Setup’s Business Development Manager and the team’s biggest football fan, shares some of his favorite Super Bowl ads from this year.

“Football is a large part of my life, and although I have always been more of a College Football fan, the Super Bowl is the exception. I love the excitement surrounding the game, and, most of all, I love seeing the non-football aspects. The halftime show (especially this year’s love letter to Atlanta), the celebrity appearances (and the drama that comes with being a celebrity couple flying from Tokyo to show support), the Super Bowl parties and snacks with friends, and maybe my favorite part - the commercials.”

The following are Evan’s favorite ads, in no particular order, with some comments about what works and questions to ask yourself when creating a marketing campaign:

Super Bowl Ad #1 - Google Pixel

Google’s latest Pixel ad is a great example of how to show off your product’s features while also eliciting an emotional response from the viewer. Without alienating anyone, it also does a great job of showcasing how technological advancements help empower people with disabilities. In 2023, Forbes highlighted that inclusivity, purpose, and lifting up communities is a rising expectation for consumers. Google is continuing to push the barrier of what is possible, making their products accessible to all of their consumers.

Food for thought: How are you thinking about your entire consumer base? Do you engage with different types of focus groups to get different perspectives? Is your team representative of your target consumer? How often are your ideas challenged? Is your solution servicing a population based on what they want, or is it based on assumptions?

Super Bowl Ad #2 - Volkswagen

An ad that relies heavily on nostalgia fits perfectly into this year’s Super Bowl lineup, along with many other brands tapping into their heritage to take consumers back to “the good ol’ days.”

Year after year, marketers leverage nostalgia as a clever tactic to appeal to their audience’s pathos. We often see it in media with reboots and spin-offs (like Cobra Kai or Stranger Things). This marketing strategy connects and unites generations across the board. Super Bowl LVI really capitalized on this marketing tactic in 2022.

Food for thought: How is your content resonating with your target audience? Is it appealing to their ethos and logos? Most importantly, how does it resonate with their pathos? An emotional connection to a brand creates brand loyalty.

Super Bowl Ad #3 - A Quiet Place: Day One

I don’t really enjoy scary movies, and this ad definitely seems to indicate this movie will be just as scary as the original A Quiet Place, but this trailer for the prequel does such a great job of utilizing sound to tell a story. Along with Lupita Nyong’o’s expressive face, the trailer conveys a drastic change in the world without using more than a couple of words.

Food for thought: How are you creatively telling your story? What do you want people to walk away saying after they see your advertisement?

Super Bowl Ad #4 - Bic EZ Reach

With a smokin’ cast like Snoop Dogg, Martha Stewart, and Willie Nelson, it's obvious that Bic is leaning heavily into the unspoken truth of what their lighters are mainly used for. A tongue in cheek way of marketing to a consumer group that is normally ignored.

Food for thought: Who is your audience? Has it changed over the years? How can you honor old consumers while addressing your new audience? Think about the Stanley Cup and how it was marketed to workmen and outdoorsmen for a century, and now it’s the hottest craze for women in 2024. Are you listening to your consumer?

Super Bowl Ad #5 - BodyArmor

This ad leans into the A.I. craze by using A.I. generated video clips to emphasize their anti-artificial sweeteners mantra. I am a huge proponent of the advancement of A.I., but this is an interesting use of current drawbacks to enhance the messaging of a product.

Food for thought: What is a relevant topic, and how can you use it to capitalize on your message?

Super Bowl Ad #6 - Booking.com

I am a sucker for anything 30 Rock related, so this ad had to make the list. Tina Fey, Jane Krakowski, and Jack McBrayer all make an appearance along with Glenn Close. A fun ad with recognizable faces always makes a great combo.

Food for thought: Think about your product’s purpose and what feeling the consumer can gain. If the goal is for the consumer to have fun, then let the ad lean into that specific feeling!

Super Bowl Ad #7 - CeraVe

My last choice for this Super Bowl is CeraVe because of the ridiculously clever collaboration with Michael Cera. This ad is silly, but in an endearing way. Using celebrities to market products and services for their appearance rather than relevance is so commonplace. This ad stood out because the celebrity has a connection to the product (like sharing a name) and was not a typical celebrity known for their appearance or “beauty.” The whole ad resonates more because it seems more personal and human.

Food for thought: How is your product relevant to your customer? Are your ads appealing to your consumer base?

Here are some standout ads that stood out to me for all the wrong reasons.

#1 - Homes.com

In contrast to number 7 on my list above, this is an example of how using a popular celebrity in your commercial does not necessarily indicate that consumers will connect with it. I love Dan Levy, but this commercial does not give me any information. I also don’t see a connection between Levy and the brand, so it is harder for me to believe that this is an actual endorsement from him.

#2 - Temu

Temu’s short ad ran over and over during the Super Bowl, and, in my opinion, lacks content and feeling. The animated spot shows a woman turning a town gold and showing prices for different items if you were to buy them on Temu. Lacking a story, a connection to the consumer, or really anything other than flashy animation, made this ad fall flat. Maybe the hope was to get the song stuck in people’s heads…which they definitely achieved.

There were a number of ads that could have made this list, and I’m sure you will see them on listicles for days to come. I am such a sucker for well-made advertisements that I can find good in just about all of them.

The main takeaway here is that people generally want to walk away with a good feeling when they see your ad. Audiences want to feel connected - whether it is from an emotional response, or an activated response, people find purpose in connection.

Rating and ranking advertisements is a sport of its own. And, although I have my opinions, it is also obvious to me that the marketers in 2024 have been hard at work coming up with unique and effective ads of all kinds to break through the noise and stand out.

I love the Big Game and can’t wait to make another list of my favorites in 2025! Cheers! (And, unlike the game, we only mentioned Taylor once. So that’s a win!)

We regularly comment on the marketing industry, as well as interview marketing professionals to get their thoughts on specific industries and what to keep an eye on.

Subscribe to the newsletter below to never miss an update!

Blog

How Client-Side Marketers Find Marketing Agencies

According to the 2023 Setup Marketing Relationship Survey, Word-of-mouth and Referrals consistently remain the most frequent methods Clients use to find new Agency Partners.

This has been the case for the last five years of the Marketing Relationship Survey.

What does this mean for Clients + Agencies? How can they optimize their efforts with this knowledge?

CMO Spotlight | Joe Foster - Reebok

Setup CEO + Founder, Joe Koufman, spoke with the Co-Founder of Reebok, Joe Foster, about the foundation behind building a strong brand, the importance of listening as a leader, Winston Churchill, and more.

The Evolution of Marketing: How AI is Reshaping Marketing in 2024

In the fast-paced world of digital marketing, it might feel impossible to keep up. Staying ahead of the curb is as important as having your morning coffee – miss it, and you might find yourself dozing off at the wheel.

You can’t go anywhere without hearing people talk about Artificial Intelligence (AI), but it isn't just a fancy buzzword; it's critical to making sure you aren’t missing key opportunities. Elaine Fowler, Director of Market Strategy, Experience & Marketing at Sagepath Reply, shares how marketers can best optimize AI to improve their marketing strategy.

CMO Spotlight | Alec Hanson - loanDepot

Setup President, Amanda Thompson, spoke with Alec Hanson, the Chief Marketing Officer at loanDepot, about how his irrational self-confidence allows him to embrace his inner nerd, the beauty of perspective, the power of sales experience, and more.

Which Agency Services Are Clients Using the Most?

According to the Setup Marketing Relationship Survey, Clients leaned more heavily into content creation and video in 2023 than previous years by 15%. Since video content is more accessible to all types of people and is easier to consume and understand in short bursts, it makes sense that Clients would take advantage of platforms like Instagram Reels, TikTok, and YouTube Shorts. What other disciplines have been a brand priority?

CMO Spotlight | Alex Cwirko-Godycki - Aon

Setup President, Amanda Thompson, spoke with Alex Cwirko-Godycki, the Chief Marketing Officer of Human Capital and the Head of Digital Marketing at Aon, about his problem solving skills, the power of simplicity, United Airlines’ relatable motto, and more.

Client vs. Agency Side Marketing: Understanding the Different Career Paths

Marketers graduating from college often ask me whether they should pursue client- or agency-side opportunities for their initial job out of college. I tell them that in the long term, it is always best to get experience with both, but initially, a stint on the agency-side provides more opportunities to learn about different marketing roles, industries, and experiences than the client-side.

Joe Koufman, Founder and CEO of Setup, the matchmakers bridging the gap between agencies and brands, and Andrea Striebel, the VP of Marketing for Floor & Decor, share their thoughts on agency- vs client-side careers.

CMO Spotlight | Amy Comeau - Emory Healthcare

Setup CEO and Founder, Joe Koufman, spoke with Amy Comeau, the Vice President of Marketing for Emory Healthcare, to share about her journey from vocal performance and Opera houses to Healthcare, building collaborative bridges, passion for Publix, the power of her mother’s words, and more.

What Client-Side Marketers Want (and Don’t Want) from their Marketing Agency Partners

In the last 10 years, Setup has conducted five Marketing Relationship Surveys, connected over 800 Brands and Agencies, conversed with well over 1000 Brand-sides marketers, and enacted 50+ Agency Assessments for Agency partners. Here’s the secret: Clients just want to have good chemistry! But how do you develop it?

6 Questions for Inspirational Women in Marketing Series | Part 13

To celebrate women in the marketing profession and to continue highlighting them throughout Women’s History Month, we asked women marketing leaders to contribute to our Women in Marketing Series detailing their personal triumphs, tribulations, and advice about working in the marketing industry. Part 13 features leaders from Nationwide, NAPA, Neogen Corporation, and Pratt Industries, Inc.

CMO Spotlight | Pam Piligian - Navy Federal Credit Union

Setup President, Amanda Thompson, virtually sat down with Pam Piligian, the CMO and SVP of Navy Federal Credit Union, to discuss her admiration for Chick-fil-A, her experience at Ocean Spray, and her ability to charm consumers.

March Madness is in the "Air"

It may be hard to believe today, but the Nike basketball sneaker department was hanging on by a shoe lace, struggling to make any headway against Converse and Adidas in 1984.

What steps did the Nike team take to put them back on the map? And how did Michael Jordan impact that success?

6 Questions for Inspirational Women in Marketing Series | Part 12

Our ongoing Women in Marketing series highlights marketing leaders from different backgrounds and industries who continue to innovate and push the boundaries of their role.

This segment features the advice and journeys of leaders from CVS Health, Prudential, and more.

CMO Spotlight | Sheraun Britton-Parris - Cordance

In the spirit of Black History Month, Setup CEO, Joe Koufman, virtually sat down with Sheraun Britton-Parris, the Chief Marketing Officer at Cordance, to discuss why following her gut is her superpower, the importance of customer-centric marketing, and the inspirational story of how Nathan Nearest Green, an enslaved black man, taught Jack Daniels.

Why Clients End Their Agency Relationships + Why Agencies Think They Do

After surveying over 300 marketers on both the Agency and Client side, we were able to determine that there is a disconnect between why Clients fire Agencies, and why Agencies think they are fired. By pointing out this misunderstanding, both parties may be able to communicate better to salvage relationships or grow from the feedback.

Dissatisfaction with an Agency’s value is the number one reason why a Client ends an Agency relationship. But do Agencies know this?

7 Notable Marketing Lessons from Super Bowl LVIII Ads

Evan Rosenthal, Setup's Business Development Manager and resident football fanatic, shares his take on the 2024 Super Bowl ads. As a company that focuses solely on benefiting and evaluating marketers, we've seen our fair share of ads. These were our favorite.

The Personal Touch of Technology in 2024

In this industry blog featuring the Technology sector, we have insights from a Cyber Technology + Services company, as well as a Wireless Services company, giving us a wide perspective of the innovation and next steps for companies protecting and expanding our networks.

The following responses are from Colleen Murphy-Gomez, Vice President of Marketing, iBwave Solutions Inc., and Noa Benari, the Vice President of Marketing at Sygnia.

CMO Spotlight | Jacqueline Woods - Teradata

In the spirit of Black History Month, our CEO, Joe Koufman, recently virtually connected with Jacqueline Woods, the Chief Marketing Officer at Teradata. Join us in this insightful conversation that goes beyond marketing strategies and delves into Woods’ journey to becoming a marketing leader, advice she would share with other marketers, where she finds inspiration, and more. Let's honor and celebrate diversity, leadership, and the impactful journey of Jacqueline Woods.

CMO Spotlight | Ami Badani - Arm

Setup CEO, Joe Koufman, virtually sat down with Ami Badani, the Chief Marketing Officer at Arm, to talk about the power of relationship building, Louis Vuitton’s powerful impact as a brand, and more.

Marketing, the Applied Division of Psychology

Jake McKenzie, the CEO of Intermark Group, a leading firm in psychology-driven marketing, shares his thoughts on the Professional Services industry, and how marketers can improve their data use overall.

CMO Spotlight | Kaylin Durham - The Aaron's Company, Inc.

Setup CEO, Joe Koufman, virtually sat down with Kaylin Durham, the Chief Customer Officer at The Aaron's Company, Inc., to talk about the importance of having tough conversations, how to be intentional and brave in your career, and why she admires Delta’s brand.

My Journey in Navigating the World of Agency Growth: It's Not Just Business, It's Personal

After over 20 years in the agency marketing world, Rhonda Beckmann, the SVP, Growth of Setup, shares her advice about what it takes to work in sales. In my career, I have discovered what separates the everyday salesperson from top-tier growth talent. It's not always a strategy that can be articulated, as most are just being their authentic selves. However, these inherent qualities are what make them stand out:

10 Marketing Industry Lessons from 2023

Our Industry Blog series is an informative cheat sheet to know what industry leaders are focusing on across verticals. Although every audience and product is different, the lessons we can learn and implement from one another will help elevate strategies, services, and business. These are the top 10 lessons from marketing leaders in 2023 that we’ve gathered across industries from Sports Marketing to Manufacturing and more.

CMO Spotlight | Efrat Ravid - Quantum Metric

Setup CEO, Joe Koufman, virtually sat down with Efrat Ravid, the Chief Marketing Officer at Quantum Metric, to discuss her approach to rejection, her transition from engineering to marketing, and more.

The Detail is in the Retail - Industry Updates

With the holiday season in full swing, the Retail industry is heavily on the mind. As a part of our Industry Blog series, we interviewed Angela Johnson, the Chief Innovation Officer at edible, about her thoughts on the Retail space, and what trends she is noticing. Having periodic conversations with marketing leaders not only helps us keep a pulse on every industry, but reveals common trends and challenges that all marketers face.

CMO Spotlight | David Reid - NOV

Setup CEO, Joe Koufman, virtually sat down with David Reid, the Chief Technology and Marketing Officer at NOV to discuss the importance of immersing yourself in the business, how to adapt your business during trying times, and more.

The Human Element Behind The Manufacturing Industry

Although we have covered the Manufacturing industry in the past, we spoke with some marketing leaders Andrea Arnold, the Senior Manager, Global Marketing, eMobility at Eaton, and Marcus Lennon, Sector Marketing & GTM at Jabil, to get the latest updates and news.

CMO Spotlight | Jaclyn Ruelle - Papa Johns

Setup CEO, Joe Koufman, virtually sat down with Jaclyn Ruelle, the VP Head of Brand at Papa Johns, to talk about the impact that a positive attitude can have on an organization, lessons she learned from an impactful campaign, and more.

A Leader’s Guide to Appreciating Your Team

At Setup, we conduct frequent Agency Assessments where we interview Client partners and Agency teams to assess the strengths, weaknesses, opportunities, and threats of our Agency partners. It really helps shine a light on why our partners are so awesome, but it also gives us insight into what Clients are prioritizing in their partnerships and what helps retain a happy and effective Staff.

A Trip To The Travel + Tourism Industry

In our latest industry feature exploring the Travel and Tourism industry, Kelly Chartre, the VP of Marketing at Fox World Travel, and Martin Stoll, the CEO of Sparkloft Media share their observations and insights.