The Super Bowl is a pinnacle of televised sports in America, captivating an estimated 100 million viewers during the 2023 event – making it a coveted platform for advertisers to buy into.

November 2023 marked a milestone as all commercial slots were sold out for the 2024 event, each commanding a price tag of $5.5 million for a 30-second slot.

There’s a reason brands go big on their Super Bowl ads.

A survey by Ad Age-Harris Poll found that 15% of respondents are more likely to purchase from a brand if it airs a Super Bowl ad, a figure that climbs to 20% for Gen Y and 27% for Gen Z.

So the 2024 ads were set to grab attention and get people talking.

With SpongeBob SquarePants' performance of "Sweet Victory" undergoing the CGI treatment, marking Nickelodeon's debut in Super Bowl broadcasting with a kid-friendly twist, and the Embassy of Japan reassuring Swifties of her timely arrival to see her beau Travis Kelce compete, the 2024 Super Bowl was one for the books.

So what were the key takeaways from the brands featuring in the 2024 Super Bowl championship game? We explore the insights behind the ads.

What's the theme? Nostalgia, Here and Now
What did we learn? As people continue to look to times past for a sense of comfort and grounding, brands are levelling up nostalgia by incorporating it into the here and now

Volkswagen, marking its first Super Bowl appearance in a decade, took viewers back to its U.S. market debut in 1949 in a cinematic black and white ad that encapsulated the essence of the iconic Beetle in its Super Bowl ad slot.

Meanwhile, Oreo embarked on a nostalgic journey back to 2007, the inception year of Keeping Up with the Kardashians, featuring matriarch Kris Jenner, adorned with a hairstyle reminiscent of that era. This ad leverages the reality TV show's cultural impact that propelled Jenner and her family into superstardom while celebrating the cookie's icon status in pop culture.

The halftime show, sponsored by Apple Music, saw a performance that was ‘three decades in the making’ featuring musician Usher and other 90’s music heavyweights such as Alicia Keys, Jermaine Dupri, H.E.R., will.i.am, Lil Jon and Ludacris.

In another realm of entertainment, the cast of Suits reconvened alongside Meghan Trainor and Judge Judy for e.l.f Cosmetics Super Bowl ad, which spotlighted the brand's top-selling product of 2023 – the Halo Glow Liquid Filter complexion booster.

What's the theme? Feelin Flavourful
What did we learn? As people travel with their tastebuds and look for impactful flavour, brands are satisfying taste cravings through elevated snacking and immersive pleasure

DoorDash gave Super Bowl viewers an intriguing offer: the chance to win every item featured in their national ad spot. From luxury electric vehicles to snacks like Reese’s Peanut Butter Cups and Popeyes wings, the brand showcased its ability to elevate everyday life. This move underscores DoorDash's broader narrative of being more than just a local delivery service but a gateway to convenience and fulfilment. 

Meanwhile, after 23 years of appearances, Doritos spiced up the Super Bowl scene with the introduction of four new flavours in a commercial featuring Netflix’s Wednesday star Jenna Ortega. Titled ‘Where Did Dynamita Go?’ the ad questions the disappearance of Doritos Dinamita chips on grocery store shelves.

Frito-Lay followed the flavour suit with a ‘Taste of Super Bowl’ ad featuring former Super Bowl champions Rob Gronkowski, Marshawn Lynch, and Troy Polamalu. The ad celebrated the joy of game day snacking with explosive confetti and the promise of a fan's dream trip to Super Bowl LVIII to meet Marshawn Lynch before the game and press the button that sets off the NFL’s official confetti for the winning team.

Not to be outdone, Snickers took a slightly different, flavour-led approach to its Super Bowl ad. Partnering with Blippar and The Mars Agency to pioneer the world's first branded AR Super Bowl campaign, the ad invited viewers to engage with their NFL Rookie Mistake franchise in an immersive augmented reality experience available on the Apple Vision Pro.

What's the theme? Laugh It Up
What did we learn? As the world around them remains unpredictable and unstable, people are looking for humourous escapism and brands are putting the joy back into the everyday

Uber Eats went big on meme humour for its Super Bowl ad featuring David and Victoria Beckham among other celebrities, drawing inspiration from their recent viral "be honest" clip. This harnessed the power of fame in advertising by capitalising on the internet's obsession with the Beckham meme, which further enhanced the brand's reach and resonance in digital discourse.

Similarly, M&M's employed key cultural figures and NFL Hall of Famers Dan Marino, Terrell Owens and Bruce Smith in a humorous campaign, crafting "almost champions" rings out of their peanut butter candies to offer comfort and relief to previous Super Bowl runners-up.

Pringles added to the fun with its celebrity-studded ad, featuring Parks and Recreation star Chris Pratt and his trademark moustache, similar to the moustache the infamous Pringle icon, Mr P, is known for.

Unilever's Hellmann's brand also took a comedic approach with a twist. By enlisting actor Kate McKinnon and Mayo Cat to tackle food waste in a humorous yet impactful manner, the ad leveraged the platform of the Super Bowl to convey a meaningful message. This marks the fourth consecutive Super Bowl ad for the brand centred on this issue.

What's the theme? New Brands on the Block
What did we learn? As audiences seek to engage with brands in multisensory ways, brands are going big on engaging ads that go beyond traditional marketing approaches

PepsiCo, building on the momentum of its sponsorships of the NBA and WNBA, unveiled Starry, its new lemon-lime soda, in its debut Super Bowl commercial starring American rapper Ice Spice. This strategic move reflects PepsiCo's commitment to innovation and diversification within the beverage market by utilising a pop culture icon to increase its brand awareness.

Meanwhile, Popeyes stepped onto the Super Bowl stage for the first time with its ‘The Wait Is Over’ ad highlighting its latest menu addition: wings in an array of flavours. Starring actor Ken Jeong, the chain leverages the occasion to launch a playful promotion, "Wings for Wings," promising free wings to fans if a football team with wings in its name secures victory.

Joining the ranks of newcomers, Nerds made its inaugural Super Bowl appearance with an ad featuring American singer, songwriter, actor and TikTok creator Addison Rae, promising a fresh perspective on the iconic Nerds characters that engage all the senses of viewers.

Etsy, an American e-commerce platform focused on promoting independent buyers and sellers on one marketplace, marked its Super Bowl debut with an ad showcasing its innovative Gift Mode tool, blending AI and human curation to enhance the gift-buying experience.

Meanwhile, Kawasaki's first-ever Super Bowl ad features WWE legend Steve Austin sporting a mullet, adding a touch of nostalgia to promote its Ridge side-by-side vehicle. The motorcycle manufacturer partnered with Goodby, Silverstein & Partners for its Super Bowl debut.

Lastly, NYX Cosmetics celebrated its 25th year with its inaugural Super Bowl commercial featuring rapper Cardi B, championing female empowerment through a tongue-in-cheek as that not only entertained but underscored the event's status as a cultural phenomenon and marketing platform.