Best and Worst Super Bowl Commercials 2024: Watch Year's Outlier Ads

The best and worst commercials that aired in the 2024 Super Bowl, according to experts, and the impact on brands.

During the nail-biting Super Bowl showdown between the Kansas City Chiefs and the San Francisco 49s, top brands were also vying for attention with their commercials. According to experts, the best and worst commercials that aired during the 2024 game have been ranked.

The highest-ranked ads included spots from Google, Dove, and CeraVe, as per the annual Super Bowl Advertising Review conducted by Northwestern University's Kellogg School of Management. With companies shelling out a whopping $7 million for a 30-second slot, the stakes were high, and not every ad hit the mark.

Derek Rucker, a professor at Kellogg and co-leader of the ad review, noted that most ads were lighthearted, but some brands delved deeper into their messaging, such as Dove and Google. A standout Super Bowl ad can not only elevate a brand but also shape consumer perceptions of a product. For instance, Apple's iconic "1984" commercial famously established the Macintosh as a trendy personal computer, while a poorly executed ad can seriously damage a brand's reputation, as seen in the case of Just for Feet's 1999 Super Bowl commercial.

Rucker emphasized that the value of showing up at the Super Bowl lies in creating an ad that resonates with viewers, rather than simply making an appearance. The Kellogg ratings, which measure ads based on marketing qualities like distinction and positioning, view the commercials through the lens of their impact on the brand, rather than their popularity with viewers.

In the 2024 Super Bowl, none of the ads received an "F" rating, but several scored Ds. Google's ad for its Google Pixel camera, which showcased a man with visual impairment using the technology to take photos, was lauded for its emotional impact and received an A rating. CeraVe's skincare ad, featuring actor Michael Cera, humorously claimed that he developed the moisturizing cream, earning an A from the panel. Reese's ad highlighting a new twist to its product also received an A rating, as did Volkswagen's nostalgic spot featuring its vehicles throughout the decades.

On the other hand, Temu's repeated animated commercial showcasing low-priced items from the Chinese shopping app received a D rating due to its repetitive nature. Homes.com's three spots featuring actor Dan Levy failed to convey its benefit to viewers, resulting in a D grade from the panel. Finally, a flashy commercial with a cameo from Martin Scorsese failed to connect the dots between the company's services and the ad's storyline.

In conclusion, the 2024 Super Bowl commercials showcased a mix of memorable and forgettable ads, with some brands successfully striking a chord with viewers, while others missed the mark. The impact of these commercials on the brands' reputations and consumer perceptions remains to be seen.