Some of these were clever. Others led me to a prediction.
In the years to come, we’ll all remember the 2024 Super Bowl as The Year the Celebrity Ad Formula Failed. Fine, fine, we’ll remember it for other things, too: for a game that went down to the final seconds of overtime, for a halftime show in which, and, yes, for the most famous woman in the world sitting in a luxury box at Allegiant Stadium and cheering throughout the entire thing.
The presence of Taylor Swift at Super Bowl LVIII posed a real problem for the ad agencies that have grown accustomed to stuffing as many celebrities as possible into their Big Game spots. Normally it’s sort of fun to count the A- , B-, and Z-listers shilling for mayonnaise and sneakers. In 2024, though—with Swift’s mere presence an arguably bigger storyline than the game itself—Pete Davidson and Mr. T felt a little low-wattage by comparison.
The ads that broke through this year were those that offered something more than just an endless parade of celebrity cameos: a strong conceit, a clear message, a witty script. The ads that failed were ultimately insubstantial, or otherwise objectionable. I suspect we’ll hardly remember any of them by this time next year. I’m calling it here: The Golden Age of Watching the Super Bowl for the Ads is officially over.
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