Super Bowl commercials cater to an array of consumer interests; Whether it's Budweiser tugging on heartstrings with the iconic Clydesdales or Beyoncé attempting to break the internet with Verizon while teasing her new music drop, the desired impact from marketers is the same: Make it memorable.
On the field, the Kansas City Chiefs came out on top defeating the San Francisco 49ers with a 25-22 overtime Super Bowl victory, and off the field as advertisers unveiled their biggest investment spots of the year, fans and experts alike had some notable winners and losers.
Verizon showed its 5G network could stand up to even the strongest star power with Beyoncé and funny man Tony Hale, while Dunkin' enlisted brand loyalist Ben Affleck with his crew of Boston boys Tom Brady and Matt Damon in a recording studio working to impress Jennifer Lopez.
Advertising executive and marketing expert Donny Deutsch joined "Good Morning America" Monday morning to reveal both favorites and flops, sharing what went into the best ads of the night.
"I thought by far the best ones were the DunKings -- you had monster celebrities -- Ben Affleck, Matt Damon, Tom Brady and J. Lo," the "On Brand" podcast host said. "I thought Matt Damon actually stole that ad. He was so low key, pitch perfect."
Super Bowl food recipes, snack trends to try for the big gameDeutsch added that statistically, "60% of the ads actually have celebrities in them and 30% have multiple celebrities. Only one in three ads don't have celebrities in it."
"I thought the Budweiser Clydesdale ad, you can't miss with that, you know the Clydesdales are very traditional," he continued. "I thought the Google pixel ad was a really sweet ad, it showed a person vision challenged that kind of now they have these features they can see what's in there."
Honorable mention for Deutsch was "the Dove ad, which showed little girls really trying and not always making it, set to the tune of the 'Annie' song was really sweet."
"GMA" rounded up glimpses of the new ads below -- from food and beverages to beauty brands -- featuring an A-list lineup of cameo-filled commercials.
"DunKings, you will remember it's Dunkin' also Ben Affleck has an affinity for the brand so it all makes sense. I thought that was by far and away the winner," Deutsch said of the coffee chain's spot.
The Boston icons teamed up in a new Dunkin' ad with J. Lo, whose recording session is interrupted when Affleck decides to show off his music skills in front of Lopez in her workplace.
Brady manned the turntables supporting Affleck as the actor danced and sang, hoping to impress his spouse. Lopez is was left unimpressed alongside Fat Joe.
The commercial promoted the new DunKings Iced Coffee, which will be sold at Dunkin' starting on Monday, the company announced on Twitter.
MORE: Usher talks upcoming 2024 Super Bowl halftime show, preparation and moreMichael Cera revealed his passion for skincare during a pitch meeting in a new Cera Ve commercial.
The ad features Cera massaging himself, scaling a mountain and posing in a photoshoot environment as part of an advertisement he is pitching to a board room.
The commercial ends with Cera noting to the board members the irony of his last name matching the company name.
Nerds Gummy Cluster let loose fresh dance moves on what appeared to be an audition stage in Nerds' advertisement for the big game.
The glob leans back as the famous candy, Nerds, attaches itself to the gummy glob in the middle of the performance. After the dance, Addison Rae enjoys the snack.
Google Pixel rolled out an ad showcasing how Google's AI technology allows for people with blindness or low vision to capture photos using audible queues.
Audible prompts like "Two faces in frame" and "Hold for photo" help a man photograph various moments in his life, including the birth of his child.
Twenty-five-time Grammy Award winner Stevie Wonder narrates the spot, with Adam Morse in the director's chair.
A new M&M's Super Bowl spot pokes fun at famous athletes who "almost won a Super Bowl," and Scarlett Johansson, who almost won two Oscars.
In the ad, Marino describes the process of making the imaginary M&M's Ring of Comfort, an item he says is made with "comforting M&M's peanut butter" that has been "compressed ... into real diamonds."
"Then we polish them with the sighs of those who almost won a Super Bowl -- and Scarlett Johansson," he says.
"I've lost two Oscar races," Johansson says.
"In the same year!" a red-colored M&M adds, prompting Johansson to give him a dirty look.
Terrell Owens and Bruce Smith also appear in the commercial.
In an earlier Super Bowl teaser that dropped last month, the beloved candy characters provide comfort to Marino, Owens and Smith while introducing them to the M&M's Almost Champions Ring.
In addition to the M&M's peanut butter "diamonds," the ring -- according to the ad -- features a diamond-encrusted replica of the Orange M&M character, complete with a secret internal compartment that is meant to house a single Peanut Butter M&M.
"The M&M'S Super Bowl campaign highlights the essence of sportsmanship for me -- celebrating all players for the endless, demanding effort they put into their craft while enjoying the fun of the game," Marino said in a statement last month. "Historically only one team walks away with a championship ring, but Mars' inclusive message to inspire moments of happiness and to bring fun to everyone on and off the field really resonated with me."
"Wednesday" star Jenna Ortega appears in Doritos' new Super Bowl spot, along with Danny Ramirez ("Top Gun: Maverick") and two new characters, "Dina" (Olivia Negron, "NCIS") and "Mita" (Patricia Mauceri, "The Sopranos") -- a play on Dorito's spicy Dinamita chips.
In the ad, Ortega is seen shopping with Dina and Mita, who grab for the last bag of Doritos Dinamita chips at the same time.
After realizing Ramirez has snagged the bag of Dinamita chips, a wild chase commences, with Dina and Mita running down his car with their electric scooters, following him down city streets and even breaking through an apartment window to get to him and the chips.
They finally get their hands on the bag, but their victory is short-lived as Ortega spots them in the parking lot and swipes the chips herself.
What starts as a humorous compilation of girls hitting the ground while playing various sports transitions into a deeper conversation about body confidence in Dove's new Super Bowl commercial.
"The knocks don't stop girls playing sports," the text in the ad reads. "Low body confidence does."
The ad cites the statistic that "45% of girls quit sports by age 14."
"Together we can keep them in the game," the text reads, prompting viewers to "join the Body Confident Sport program," which is described on Dove's website as a "first-of-its-kind online coaching program to build body confidence in 11 to 17-year-old girls."
Popeyes' new Super Bowl ad opens with comedian and actor Ken Jeong unthawing after being cryogenically frozen in 1972, in order to wait to taste the fried chicken chain's new chicken wings, which have finally been added to its menu in 2024.
After getting a taste of the new wings, he takes a look around to see what else he's missed while frozen.
The ad shows Jeong struggling to adjust to modern life, with hilarious clips of the "Hangover" actor falling off electric scooters, hiding from robot vacuums, relaxing in massage chairs and more.
Popeyes is making the wings a permanent addition to its menu in five flavors: Ghost Pepper, Sweet 'N Spicy, Honey BBQ, Roasted Garlic Parmesan and Signature Hot.
In tandem with the inaugural ad spot, the Louisiana-founded chain is promoting a "Wings for Wings" offer, where if the winning Super Bowl team has wings in its name, logo or on its mascot, customers can get a six-piece wing order free with any online or in-app purchase.
A new Squarespace Super Bowl featuring Martin Scorsese spot pokes fun at modern day distractions from work to technology that may prohibit us from observing the natural world around us.
In the ad -- which was directed by Scorsese -- after aliens arrive on Earth, no one stops to look up and observe them until they create a website announcing their arrival.
The website, broadcast across TV screens, smartphones and billboards, at last prompts everyone to look up at the sky and observe the flying saucers.
Scorsese, appearing unshaken upon observing the UFOs, instead complains about the route his driver took.
"I told you to take Broadway, this always happens," he says as they sit in traffic.
On Tuesday, Uber Eats dropped the latest of its Super Bowl ad spots, this time starring Jennifer Aniston, who David and Victoria Beckham previously teased in the first trailer for the delivery service app.
Aniston is seen on a studio lot after an assistant hands her an Uber Eats delivery bag with tulips poking out, and shares a piece of advice: "In order to remember something, you gotta forget something else."
The clip cuts to David Beckham in the kitchen asking his wife, "Remember when you used to be a pepper lady?" To which Victoria Beckham questions, "Wasn't it the cinnamon sisters?"
After listing other possible herbaceous alterations like basil babes -- but never remembering the iconic Spice Girls moniker -- the ad switches back to the studio lot with Aniston, where her former "Friends" co-star David Schwimmer approaches with arms wide open and says 'Hey.'
"Have we met?" she asks backing away from the actor who co-starred as Rachel's love interest, Ross, on the series.
"We worked together for 10 years," he replies astonished.
The ad also features award-winning singer Jelly Roll, who forgets about his famed tattoos and asks while looking in a mirror, "Did someone doodle on my face?"
The earlier teaser featured the soccer superstar and fashion designer power couple revealing they had teamed up with delivery app Uber Eats for a fresh new Super Bowl ad, playing off their now-viral "Be honest" clip.
In the earlier 30-second teaser for the Big Game commercial, the pair attempt to share that they will be starring in a big commercial but seemingly forget the exact sports event, joking that it's either baseball or hockey.
Then, David Beckham reminds his wife to "tell them about Jessica Aniston" who will join them in the commercial.
The Chicago-based airline was set to release multiple versions of its big game spot to air in five major cities, opting to have the message of each tailored to the appropriate region.
Viewers in Kansas City, Cleveland and Houston, for example, were shown the ad featuring "Friday Night Lights" star Kyle Chandler, who played coach Eric Taylor in the series, giving a pep talk to travelers that "believing changes everything."
The travel booking website revealed its 30-second big game spot starring Tina Fey, who explores all her possible personas who travel based on different destinations and accommodations.
Fey enlists body doubles to travel for her in the ad, played by "30 Rock" co-star Jane Krakowski, as well as Glenn Close, who gallops to a property on horseback before uttering, "You can book whoever you want to be."
Her NBC sitcom alum Jack McBrayer also appears in the ad for a quick comedic cameo.
The premium sports hydration drink has entered the biggest sports advertising arena with this year's first-ever Super Bowl spot starring superstar athletes.
The 30-second commercial, "Field of Fake," begins on sports scenes created by Artificial Intelligence ultimately depicting inaccurate results and athletes playing on the wrong type of field with disjointed equipment and sloppy looking animations of giant beverage coolers.
"Bodyarmor knows nothing in sports should be artificial," a voice says as the scene transforms to show star athletes Christian McCaffrey, CeeDee Lamb, Joe Burrow, Alex Morgan and Ronald Acuna in action. "There's no substitute for real."
The brand's CMO Tom Gargiulo said in a statement "We're proud to show that in a field of fake, nothing is more real than BODYARMOR. And for the first time in brand history, BODYARMOR will have a television commercial running live during the Big Game."
The new ad comes on the heels of three new launches: BODYARMOR Flash I.V. Ready to Drink, Flash I.V. Hydration Boosters, and BODYARMOR ZERO SUGAR. All three of which were designed, the company stated in a press release, "to reinforce the brand's commitment to game-changing innovation."
Budweiser shared an exclusive look at their Super Bowl spot, "Old School Delivery," with "GMA" on Wednesday that welcomes back the iconic Clydesdales for their 46th Big Game ad appearance.
Exclusive 1st look at Budweiser Super Bowl 58 commercial with iconic ClydesdalesThe official beer sponsor of the NFL tapped Grammy-nominated artist Austin Richard Post to return in their Big Game ad for the third time in the "Easy Night Out" campaign.
The commercial is part of a Super Bowl LVIII takeover that includes Malone's performance of "America the Beautiful."
The Coors Light train is sped out of retirement for Super Bowl 58 to deliver "chill" straight from the Rockies with the coolest of the cool, rapper LL Cool J at the helm as the conductor.
While Coors released this 90-second extended version online ahead of the Big Game, a 30-second version will air during the first half of the game on Feb. 11.
In the commercial, the beloved beer train rips through America's heartlands at 900 MPH, crashing through everyday moments, including a photoshoot with country superstar and songwriter Lainey Wilson, before smashing into the host's apartment to deliver Coors Light and exits to the iconic tune "Love Train."
For its ninth consecutive Super Bowl appearance, Michelob ULTRA unveiled its Super Bowl spot featuring the full trio of global icons: soccer superstar Lionel Messi, NFL Hall of Famer Dan Marino and Emmy Award winner Jason Sudeikis seemingly set up for a showdown on "Superior Beach."
The on-demand delivery platform is promoting a "first-of-its-kind giveaway" during Super Bowl 58 with a multi-layered 360 campaign that boasts a plethora of prizes ranging from a Rob Gronkowski-worn helmet to a $50,000 check.
In a sneak peek for the ad, Laurence Fishburne's iconic voice tells viewers that "this year during football's biggest event, DoorDash will DoorDash stuff from all the ads" as things like Peanut Butter M&M's, Popeye's fried chicken, Michelob ULTRA and more products emerge in a desert-like scene.
Fans were encouraged to enter for a chance to win big during the game when the DoorDash commercial prompted fans to crack the code and submit it online.
The new 30-second spot marks DoorDash's third time advertising in the Big Game, this time from Emmy-nominated director Mike Diva, best-known for his video shorts on "Saturday Night Live."
The campaign includes external partnerships with more than 60 brands, 24/7 social listening, teasers and DoorDash's first-ever "Dashspondent" Lonnie IIV who will report all the items added to the grand prize.
Hellmann's rolled out its fourth consecutive big game ad, a 30-second spot that aired during the second quarter on Super Bowl Sunday, featuring award-winning actress and comedian Kate McKinnon with a cameo by actor and comedian, Pete Davidson.
The pair "ignite a Hellmann's craze" using mayonnaise to save leftovers and transform the food into fresh, delicious game day dishes.
The commercial opens on McKinnon as she rummages through her fridge after the big game when her cat offers inspiration to use Hellmann's "may-ow." That spins into a montage of fame for her seemingly talkative furry friend, creating a nationwide frenzy for Hellmann's.
"I'm so excited to partner with Hellmann's and my old pal Pete to spread awareness about food waste," McKinnon said in a statement. "Hanging with Mayo Cat and enjoying leftovers is a perfect way to celebrate the Big Game!"
Davidson's cameo marks his third appearance in the brand's Super Bowl commercials and the self-proclaimed "big leftovers guy" said in a statement "it's been cool to be a part of Hellmann's ads for the Big Game and their mission to reduce food waste."
1st look at Maya Rudolph M&M's, replacing spokecandies for the Super BowlThe famed Las Vegas resort and casino's betting and iGaming arm has cashed in on A-list talent for it's first ever commercial during the big game being played at Allegiant Stadium.
In the first of three teasers for the ad campaign that aired in full on Super Bowl Sunday, BetMGM enlisted Tom Brady, Wayne Gretzky and Vince Vaughn.
"This year's Big Game is our moment to put BetMGM front and center of the largest audience in sports," Matt Prevost, BetMGM's Chief Revenue Officer said in a statement. "Our first-ever Big Game commercial showcases Las Vegas as home for the game as well as what we consider to be BetMGM's home. We couldn't be happier with the talent we have assembled for the ad, and the connection they have to our brand."
Nestle debuted its "Dr. Umstick" ad starring comedian Eric André, who appears to be passing through airport security with a Gladstone bag, which once opened by the agent appears to be full of Drumsticks, the beloved ready-to-eat chocolate ice cream cone.
Nestle has also launched a Change.org petition in tandem with the new spot, hoping to officially make the day after the Super Bowl a national holiday, dubbed "Drumstick Monday."
The global online marketplace released a preview of its debut Super Bowl spot, showing one of the most famous gifts in history.
In the ad, Americans are unsure of what to gift France as a thank you after they receive the Statue of Liberty. Thanks to the new Etsy Gift Mode tool, the group of Americans come up with an oversized cheeseboard.
"For the launch of their new Gift Mode tech, we wanted to create something special for the big game. There's a lot of pressure making a spot for football's biggest stage. We wrote a lot of showy scripts - some stunty, others littered with celebrities - but in the end, classic storytelling and a good joke won the day," David Kolbusz, Chief Creative Officer of Etsy's ad agency Orchard, said in a statement.
The new Taste of the Super Bowl campaign debuted during the Super Wild Card Weekend, starring football legends Rob Gronkowski, Marshawn Lynch and Troy Polamalu "as they rediscover the taste of victory" with a chip-inspired twist.
The former Super Bowl champions, with seven combined Super Bowl victories, experience a burst of confetti from bags of Lay's, Cheetos and Tostitos, transporting them back to the on-field celebrations from football's biggest stage.
In her Big Game advertisement debut, Kris Jenner is one of many characters in the campaign who makes a decision by twisting open an Oreo cookie and choosing based on which side of the cookie sandwich contains the creme filling.
The former CBS All Access streaming service rounded up a cast of characters for the Big Game: Patrick Stewart, Drew Barrymore, Dolphins quarterback Tua Tagovailoa, Master Chief from HALO, Arnold from "Hey, Arnold!," the band Creed, Knuckles from the Sonic franchise, and Jeff Probst, host of "Survivor."
In a sea of first-timers, Pringles is back for its seventh consecutive Super Bowl spot featuring a notable celebrity with bold facial hair, similar to the brand's well-known snacking icon, revealed as Chris Pratt on Wednesday.
The brand said they partnered with Pratt not just for his "uncanny resemblance" to the snack icon, but for his "playful and organic connection with his fans."
Plus, Pringles revealed Pratt's favorite flavor is Pringles Salt & Vinegar.
Pringles previously polled followers on social media to get fans to guess who the 'stache belonged to in tandem with the initial teaser trailer.
The larger format version of the classic chocolate peanut butter confection is adding a layer of caramel into the Big Cup and introducing it to fans for the first time during a 30-second spot voiced by Will Arnett on Super Bowl Sunday.
"Reese's Caramel Big Cups are the biggest thing to hit the candy aisle since chocolate and peanut butter, so the launch deserved nothing less than a spot during the biggest moment in sports and snacking," The Hershey Company's VP of creative and brand strategy Ryan Riess said in a statement. "We're returning to the Big Game this year to show the world exactly how passionate our fans are for Reese's."
The lemon lime soda that replaced Sierra Mist for PepsiCo has a star-studded Super Bowl commercial planned.
"I'm hyped to star in the first-ever STARRY Super Bowl commercial. Trust me, STARRY is a vibe," rapper Ice Spice said in a press release for the upcoming spot.
The 24-year-old Grammy-nominated entertainer, whose real name is Isis Naija Gaston, previously appeared in a Dunkin' commercial alongside Ben Affleck, but will be swapping out seasonal coffee for a sweet, crisp and effervescent soda in Starry's first-ever ad spot during the big game next month.
In a teaser for the ad, the hip-hop star is seen alongside the STARRY dynamic animated duo Lem and Lime.
The bright blue tropical-flavored soft drink is set to make its first-ever onscreen appearance during Super Bowl LVIII, in celebration of its 20th birthday.
The momentous "Bajaversary" as PepsiCo is calling it, will give fans a chance to buy the popular beverage in stores nationwide for the first time ever outside of Taco Bell.
Both Mtn Dew Baja Blast and Mtn Dew Baja Blast Zero Sugar will hit shelves this month, and will be available all of 2024.
This story was first published on January 17, 2024.
