Ad Winners From Super Bowl LVIII

February 12, 2024 | blog | By Kim Smith

We know what people say about us advertising folks. Oh yes, we are well aware that we’re known as those people everyone hates to watch the Super Bowl with, and we’re not sorry about it. We go into every championship game with high hopes to see something that will bring us to our feet during that TV time out. Some years, we’re impressed, and some years, not so much. But although we know we might be disappointed, every year we go into it with hope. We can’t help but spend the weeks leading up to the game watching the early releases, analyzing every teaser, reading the trades, and arguing over which brand is using their $7M/30 seconds the best.

At LOOMIS, it’s become tradition for us to not only share hot takes from an assortment of team members but to include a favorite spot from a non-ad person in their lives. Dads, husbands, little sisters, children… these are the audience members who actually matter when it comes to whether the advertising works … or doesn’t. Right?

Katy Nash
Account Executive
DoorDash “All the Ads”
Produced by: Weiden + Kennedy Portland

Most Super Bowl ads follow a familiar script: a celebrity cameo, a heartstring-tugging moment, and voilà—the brand message delivered. But this year, one spot decided to break free from the pack. Enter DoorDash—the food delivery wizards who took creativity to a whole new level by turning their commercial into a thrilling contest. DoorDash didn’t just promote its brand; it orchestrated a fun treasure hunt….At least, that’s what we thought after viewing the teaser ad. I was waiting all game for this commercial to air just so I could find the promo code which ended up being extremely long and almost impossible to follow. Although disappointed and slightly annoyed, I still think it was a smart idea and a good way to lure people in.

Katy’s boyfriend

CeraVe “Michael Cera”
Developed by WPP and led by Ogilvy

“The CeraVe commercial was my favorite. Adding Michael Cera was brilliant and a good play on the company’s brand. Michael Cera is hilarious.”

Carolyn Crane
Art Director
United Airlines “Believing Changes Everything”
Produced by: 72 and Sunny

Advertising during the Big Game tends to be just that: BIG. Big stars, big production budgets, big storylines. While these big spots are fun and entertaining, they can start to blend and brands that take a simpler approach are the ones that I think end up standing out. My favorite spot this year is United’s “Believing Changes Everything” campaign which features Friday Night Light’s head coach Kyle Chandler. It’s clean and simple, featuring Chandler’s impassioned monologue championing the love and devotion NFL fans have for their teams. It’s relatable — any dedicated sports fan knows that they plan their lives around their team’s schedule. I love that United is saying “we get you, and we’ll support you when things don’t work out.” The casting of Chandler makes perfect sense for a sports pep talk type message. I also appreciate that United is taking a localized approach by airing different versions of the spot for several regional markets, tailoring the copy to speak to the NFL fans of the specific teams in those areas.

Carolyn’s mom
Michelob Ultra “Superior Beach”
Produced by: Weiden + Kennedy NY

“I thought this ad was cute and cheeky. It had a lot of great visuals and fun star power.”

Carolyn’s dad
State Farm Insurance “Like a Good Neighbaa”
Produced with help from Highdive—and supported by OMD, Optimum Sports, The Marketing Arm, Infinity Marketing Team and FleishmanHillard

“It was funny, iconic, and brought back actors who worked together a long time ago.”

Noelle Lantefield
Account Executive
UberEats “Don’t Forget”
Produced by: Special USA

I think this spot was insanely clever. They used a punchy way to challenge the belief that Uber Eats only delivers take-out. Their use of celebrities was really thought out and relevant today. You can see what they were challenging in their creative brief and the thought process that got them to this spot. The brand also learned the value of releasing spots early when the “peanut scene” sparked outrage, forcing a last minute edit of the too-light take on a life-threatening allergy.

Noelle’s Father-in-Law

BMW “Talkin’ like Walken”
Produced by: Goodby Silverstein & Partners

“I thought the Christopher Walken impressions were funny. It actually made me laugh out loud.”

Christiana Savo
Account Executive
e.l.f. “In e.l.f. We Trust”
Written and directed by Zach Woods

In e.l.f. We Trust uses comedic appeal, cultural colloquialisms, familiar celebrity faces, and engaging storytelling to send a message that cosmetic consumers don’t often hear; make-up does not have to break the bank to have a flawless finish. e.l.f. will not only benefit from exposing their brand to the massive audience watching the big game, but they will also own their place in the cosmetic market as one of the first cosmetic brands to address the extremely large price difference we see across product lines in the cosmetic industry. In the past, many drugstore make-up brands have chosen to market their products the same way high-end brands have, bold, luxurious, aspirational, and kinda boujee. What those brands have neglected to consider is the disconnect that the consumer might experience knowing that the cheapest make-up option they can find, advertised as luxury, can be found in their local drugstore. e.l.f.’s message addresses this cognitive dissonance head on stating, “we know we’re the cost saver but that doesn’t mean you can’t slay while you’re saving money.”

Christiana’s boyfriend
Dunkin Donuts “The DunKings”
Produced by Artists Equity

“I like the Dunkin Donuts commercial. It was nice to see that Tom Brady still has a role in the NFL, even if it’s in commercials. I also thought that even though there were a ton of celebrities, it was still tasteful, funny and full of energy.”

Ricardo Viloria

Reece’s Peanut Butter Cups “Yesssss”
Produced by Erich & Kallman

When it comes to commercials during the biggest game of the season, you want to stand out: whether it’s heartfelt, comedic, or a wild card effort that’ll get people talking. Reese’s attempt, while being a quick thirty seconds, makes a fun splash without needing to rely on an ultra-cinematic production or a highly recognizable celebrity. It’s a spot that is entertaining for all ages and never takes itself too seriously (not even a little). While some of its other commercial counterparts have more air time, Reese’s arguably makes a bigger bang in half the time.

…and Ricardo’s dad

“The Reese’s commercial was really over the top but very funny. It must’ve done its job because I found myself wanting some peanut butter and caramel chocolate afterward. I enjoy the ads that aren’t so serious, especially since this was for candy.”

KIM SMITH is group creative director at LOOMIS, the country’s leading challenger brand advertising agency and a top Dallas advertising agency for digital, social, mobile and user experience. For more about challenger branding, advertising and marketing, leadership, culture and other inspirations that will drive your success, visit our blog BARK! The Voice of the Underdog and catch up on all of our posts.

For more about LOOMIS, or to discuss how we can help your company succeed, CLICK HERE

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Kim Smith

at LOOMIS, the country’s leading challenger brand advertising agency


We challenge underdog brands to think differently. We help them find their voice, and urge them to blaze new trails to make sure they stand out from the pack. Whether you need an agency of record or support on a project, we are here to help you win.