Lights, Camera, Action! Exploring the Biggest Ads of 2024

February 9, 2024

Okay, picture this: Las Vegas, chock full of glitz and glamor, set to host the big game. The excitement is palpable, with higher stakes than ever before. And it’s not just about the touchdowns and halftime show; for most of us here at The Abbi Agency, it’s all about the commercials that become the talk of the town long after the final whistle blows. We’re ad folks, after all! 

Ad inventory this year sold out faster than a winning streak at the blackjack table. Brands are shelling out a jaw-dropping $7 million for a mere 30 seconds of airtime. Yet amidst the frenzy, familiar names like Oreo, Budweiser, Hellmann’s and DoorDash are stepping up to the challenge, ready to dazzle viewers with their creative prowess. Basically, we expect nothing short of a show-stopping extravaganza that will leave audiences on the edge of their seats, both during the game and the commercial breaks. Let the countdown to kickoff begin!

The Who’s Who of Big Game Ads

  • Missing This Year: Ford, General Motors, GoDaddy
  • New to the Scene: Popeyes, Drumstick, Nerds, Starry, NESTLÉ’s Drumstick
  • Old Reliable: Reese’s, M&M’s, Pringles, Frito-Lay and Mountain Dew

How a ‘Love Story’ Ignited Football Fever – How Many People Are Watching Just For Taylor Swift

Guess who’s making moves in the football world? Okay, okay— we all know it’s none other than Ms. Taylor Swift. Love or hate her, a recent survey spilled the tea and revealed that 16% of U.S. consumers are dropping cash on football thanks to Tay-Tay’s influence. And with the hype hitting its peak, it’s no surprise that three-quarters of Americans are ready to tune into the big game. But here’s the kicker: Gen-Zers and millennials are especially hyped this year, with 24% and 20%, respectively, diving into football all because of Swift’s link to Kansas City tight end Kelce. Who knew Swift’s vibes could spice up the sports scene so effortlessly? Well, our entire agency knew that, but we’re still super impressed at these nerdy data points. 

The Anatomy of an Epic Game Time Ad – What Makes Big Game Ads Work for Marketers 

Alright, let’s break down the anatomy of a killer ad from a marketer’s perspective. First off, it’s all about tugging at those heartstrings and getting viewers to feel something real— whether it’s a belly laugh, a pang of nostalgia or a surge of inspiration. You want your ad to stick in the minds of consumers long after the final touchdown. 

Next up, storytelling is key. We’re not talkin’ run-of-the-mill plot here; it’s all about crafting narratives that are so compelling, they practically jump out of the screen and pull viewers into the story. And hey, who doesn’t love a good celebrity cameo? Whether it’s an A-lister, an athlete or a chart-topping musician, star power can take your ad from forgettable to unforgettable in a heartbeat. 

Let’s not forget the power of humor. A well-timed joke, a clever punchline or an absurd situation can turn your ad into the talk of the town faster than you can say “touchdown.” And don’t even think about skimping on the tunes. A catchy jingle or a killer soundtrack can elevate your ad from background noise to center stage. Say it with me: “Avocados From Mex-i-co!” 

When it comes to visuals, go big or go home; we’re looking at you, Doritos! Think eye-popping graphics, jaw-dropping special effects— anything to grab the viewer’s attention and hold it hostage until the final frame. Last but not least, don’t be afraid to throw in a curveball or two. Honestly, we’re still recovering from Tubi last year. Surprise and delight your audience with unexpected twists or creative flourishes that leave them begging for more. With these ingredients in your arsenal, you’ll have an ad that’s not just good— it’s legendary.

The Weird, Whacky n’ Wild Evolution of Big Game Ads – History of Big Time Sports Advertising

Let’s dive into a few big game ad trends and how they’ve shaken up the industry over the years. Buckle up— from the 2010s to the roaring 2020s, it’s been a rollercoaster of purpose-driven marketing, eco-conscious messaging and pandemic-induced twists. Back in the 2010s, brands started flexing their moral muscles, using their ad slots to champion social causes like gender equality and diversity. Think of it as the decade of ads with a conscience, with giants like Procter & Gamble and Google leading the charge. Fast forward to the present, and sustainability is all the rage. Companies like Jeep and General Motors aren’t just selling cars— they’re selling a greener, cleaner future, one electric vehicle at a time. 

But wait, there’s more! In the wake of the COVID-19 chaos, these ads took on a whole new vibe in 2021. Suddenly it wasn’t just about selling stuff; it was about showing solidarity, resilience and a whole lot of love for our frontline heroes. These trends aren’t just shaping big game commercials; they’re shaping the conversation around advertising itself, proving that in a world of flashy gimmicks, sometimes it’s heart and authenticity that win out in the end.

‘SHH…It’s the Commercial Break!”… Said Every Marketer Ever 

Step into the spotlight, folks— it’s 2024, and the advertising game is getting a makeover! This year, it’s all about dialing up the humor, unleashing playful vibes and diving headfirst into authentic, cinematic storytelling. Say goodbye to the days of serious agendas, and hello to a fresh wave of fun and fantasy. With consumers feeling the pinch of financial woes, drowning in political ads and still reeling from recent global shake-ups, brands are flipping the script to offer a much-needed escape. Get ready for a showdown that’s not just about selling stuff— it’s about whisking viewers away on a wild ride of entertainment and excitement.

Here are just a few of our favorite things: 

M&Ms “M&M’s Almost Champions Ring of Comfort”: humor, celebrities, inclusivity, cinematic

Dan Marino, Terrell Owens and Bruce Smith

UberEats “Forget”: humor, authenticity, capitalizing on a viral moment 

David & Victoria Beckham, Jennifer Aniston & Usher

BMW “Talkin Like Walken”: Cross-generational

Christopher Walken, Usher, and Ashley Park

NYX “That’s Suspicious…”: Capitalize on a viral moment

Cardi B

BetMGM “Tom Has Won Enough”: Humor, celebrity power

Wayne Gretsky, Tom Brady, Vince Vaughn

Kawasaki “Mullets”: Humor, cinematic 

With each ad promising laughter, star power, and unforgettable moments, we’re gearing up for a showdown this weekend that’ll have us talking for weeks to come. Let the good times roll!

Check out our blog, The Insighter, for more cool content, trends, and behind-the-scenes stories that will keep you entertained, inspired, and informed. Whether you’re a marketing maven, a pop culture enthusiast, or just love a good read, there’s something for everyone! Don’t miss out— click here to explore our latest blog posts.


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