Super Bowl LVIII. 2024 commercials were lackluster. No one is going to remember most of these commercials in a year or two. No Hall of Fame entries. Brands once again relied nearly entirely on celebrities. It almost felt like there were advertising famous people instead of their products.
Commercials ranked from Best to Worst
Rank #1State Farm
Like a Good Neighbaaa
Arnold's accent makes it hard to say the State Farm line. The director tries to get him to say it in various movie scenarios. Funny, memorable. The Danny Devito topper at the end makes no sense unless you've seen the movie they were in together, but it still works.
Ben Affleck, Tom Brady, and a very reluctant Matt Damon barge into Jennifer Lopez's recording studio to lay down a track. Unlike many other commercials this year, this ad stuck with one self-deprecating and funny idea. Damon's embarrassment is a topper.
Tis the Cold Brew that births the fire breathing dragon
This shouldn't have worked, nor should it have ranked so high. But Hopkins is an amazing actor. The product tie in is questionable but the idea is fun and the punchline works. And amazingly the agency and brand picked ONE idea, stuck with it, and Hopkins entirely carried it.
Relies entirely on Aubrey Plaza's deadpan delivery and slightly amusing scenarios smash cut together. Fun, a bit hectic, and Ron Swanson at the end adds a cherry on top. You can actually imagine people saying "Havin a blast" as they drink the new Mountain Dew Blast drink.
Lots of celebrities but the performances are great. David Beckham and the Spice Girls was a bit of a letdown after the teaser, but the concept works and even pokes fun at their own brand. You smile, and you remember that Uber Eats does more than food.
Fighting over the last one has been done in commercials before. They usually don't have a million dollar budget and two grandmas doing the fighting. Pure action filmmaking and special effects. Clearly targeting the Spanish audience. Fun.
Walken goes through life with everyone imitating him. He drives a BMW, and the idea is that there is only one original, and many imitations. Sort of works.
A fun commercial that actually communicates a salient point about the product. Two guys jump into a Kawasaki and magically sprout magnificent mullets. Some questionable CGI hair but you get that the vehicle is fun and business.