Super Bowl 2024 commercials will have brands betting big on celebrity appeal and comebacks
As Super Bowl 2024 approaches, not only athletes but also brands are preparing for one of the most anticipated events of the year. According to Ad Age, a marketing and media data company, a 30-second spot at this year's game costs about $7 million. With advertising prices so high, advertisers are under a lot of pressure to create memorable and impactful commercials that appeal to millions of viewers – and, in the case of Bud Light, to distance themselves from controversy.
The Super BowlThe advertising space is a crowded field, with brands employing familiar faces like Ben Affleck, Jennifer Lopez, Steve Martin and John Travolta.
Whether it The humorous banter between Affleck and Lopez As a married couple or Travolta's nostalgic tunes, the goal is clear: to go viral and leave a lasting impression, said Keith Cartwright, the founder of marketing agency Cartwright.
“Star power is pretty important. It's the only time big, big, big-name celebrities pick up the phone. They love a good Super Bowl commercial,” Cartwright said.
Behind the scenes, creative minds like Charles Kidd II, known as “Calmatic,” struggle with the pressures of tapping into pop culture. In directing his fifth Super Bowl spot, Calmatic said he tries not to think about the multimillion-dollar investments that go into advertising.
“Sometimes I don’t even want to know what the budget is, just let me create it. But then I have to come back to reality and say, 'Okay, everyone's going to see this,'” Calmatic said.
Bud Light aims for a humorous comeback in Super Bowl 58 commercials
bud light is trying to reclaim its position after a controversial partnership with transgender influencer and TikTok star Dylan Mulvaney last year led to significant backlash, a boycott and a reported 10.5% decline in revenue for its parent company in the second quarter of 2023. Todd Allen, Bud Light's new senior vice president of marketing, has signaled that the company wants to shift to humor to rejuvenate the brand's image and appeal to audiences in a lighter way.
“It’s definitely a big moment for the brand. We actually wanted to consciously focus more on humor to put a smile on people's faces. And ultimately make people laugh,” Allen said.
From recovery to Super Bowl glory: Jeremy Renner's inspiring journey in the commercial
A standout commercial airing Sunday features an actor Jeremy RennerThis marked his return to the spotlight a year after he was crushed and seriously injured by a snowplow near his home in Reno, Nevada.
Renner's journey to recovery from more than 30 broken bones and a collapsed lung is not only a personal victory, but also part of his promotion of plant-based protein brand Silk.
“It's like I'm on the cusp of making it… I didn't want to let the snowcat be a haunting memory for me… When I saw the tracks on that thing at my house, I thought, 'Wow, man,'” said Renner.
Renner shares the spotlight with his 10-year-old daughter Ava. He credits her with inspiring his will to live.
“I was never really afraid of death, but when it really happened to me, the only thing I was afraid of was that I couldn't say anything to my family or my daughter. If I didn't.” “If I wanted to make all these people healthy and help them heal, I would be lost,” he said.
Watch the Super Bowl on Sunday, February 11th on your local CBS station, on Nickelodeon and streaming on Paramount+.
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