Best and Worst Ads of the 2024 Super Bowl? Top Creatives and Execs Share Their Picks!

In the advertising world, Super Bowl Sunday is about anything but football. Or even Taylor Swift or Usher. It’s about the commercials! Ad agency pros and filmmakers from throughout Chicago and across the country chatted with Screen about highlights and lowlights from the epic event.

Click here to enjoy all of our exclusive individual chats with these esteemed panelists. And here is a quick sampler platter…

SCREEN: What was your favorite spot of the Super Bowl?

DDB Chicago Executive Producer Tom Syeon: Doritos can always be counted on for memorable Super Bowl spots and this year’s Dinamita continues the tradition. Very fun, high-energy, well shot and edited, and visually interesting overall. I’m also a sucker for car chase sequences featuring abuelas on souped-up rascal scooters. Click here for more from Tom!

Highdive Executive Creative Director Patrick Burke: I can’t vote for Highdive’s two spots (State Farm’s “Like a Good Neighbaaa” or BetMGM’s “For Everyone”) so I think I’ll go with CeraVe’s Michael Cera spot. They did an incredible job of building PR buzz around it, pre-Super Bowl, and the spot was funny and simple and memorable. It even had product demos. Funny ones. That’s not easy. Click here for all of Patrick’s picks and pans!

Cinematographer Christopher Rejano: One of the things you can count on in Super Bowl Commercials is impact whether through message or star power. I’m going to say I really liked the impact of the Dove Low Body Confidence ad. It was simple, memorable and the message is something that needs to be said and to be recognized. Simple visuals, familiar song, and instant mood. Click here for more from Christopher!

Unsurfaced Co-Founder Joshua Gadson: My favorite spot was Dove Let’s #KeepHerConfident. Dove the past few years have been doing an amazing job at giving a platform to women especially young women. We often hear about these insights and statistics that effect women mentally, emotionally, and physically, but sometimes seeing them with visual representation hits home even more. It’s refreshing to see a beauty brand actually stand up for beauty of all kinds. Click here for all of Joshua’s picks!

Here’s the powerful Dove spot Christopher and Joshua praised…

Yessian Music’s Jerry Krenach: The one that caught me was Mr. P with Chris Pratt. It’s such a simple, effective idea and the restraint and dry humor is spot on. I could watch it over and over. Really well done and memorable. Here’s Jerry’s full take on Super Bowl picks and pans!

SCREEN: What was your least favorite spot of the night or a spot you felt could have been more successful?

Cutters Studios Executive Producer Heather Richardson: Although it was very well done, I have to say E*Trade “Picklebabies” was my least favorite. The talking babies are just a little too real. Click here for more from Heather!

Executive Director of Production Vincent Geraghty: My least favorite was the Starry Ice Spice spot. Her celebrity feels under-utilized in the story and I was a bit confused by the concept. It felt like a missed opportunity to go up against Sprite with a more clever storyline. The Animated Characters felt out of place and didn’t add anything for me. Click here for our full interview with Vincent!

Director Britt Boardman: I think my least favorite was the Squarespace ad featuring Martin Scorcese. I spent the longest time trying to figure out what product they were advertising. It could have been to stop looking at your phones, or to open your mind to extraterrestrial beings or several other iterations. But in the end, it was just an ad for websites. They tried too hard on a narrative and not on marketing the actual product. I do love Scorcese, though. Don’t hate me if you’re reading this. Click here for more from Britt!

The Cre8tors Founder Dani Jackson Smith: On the flip side I enjoyed the Squarespace Martin Scorsece spot but I didn’t think the brand recognition was there. The spot didn’t persuade me to use Squarespace as it tapped into disdain for our obsession with our devices. I mean, many folks would completely miss an alien invasion because we are so absorbed in our phones. Click here for more from Dani!

Here’s the Squarespace Scorcese spot…

SCREEN: What would you like to see more or less of in terms of advertising in next year’s Super Bowl?

Quriosity Executive Producer and Founder Qadree Holmes: I laughed out loud seeing a Black director portrayed in the State Farm spot. I’d be curious to know if a Black director was hired to shoot that actual spot. In recent years there have been so many efforts to see diverse directors in the director’s chair. I hope this was not one of those…”oh we just see it in the movies moments” but not in real life. Click here for all of Qadree’s faves and flops!

Optimus Senior Audio Engineer Marina Killion: I really appreciated the Google Pixel 8 ad about the new photo feature. I’d love to see other companies creating and promoting products with adaptive technologies. Here’s everything Marina loved and didn’t love!

Colle McVoy Executive Creative Director Dustin Black: If your brand is truly in the Big Game, go big in the game itself. The standout commercials of this year were those that harnessed the power of brevity—crafting compelling, entertaining narratives within the confines of 30 to 60 seconds. They understood their medium intimately, delivering memorable messages that resonated well beyond their brief airtime. Here’s our full exclusive with Dustin!

VFX Guru Ryan Urban: Save the reveal! I wish they wouldn’t release some of the spots online a week before. If it’s intended for the Super Bowl, keep the first reveal for during the game, then release online. A few would have been even better to see first on the day. Click here for more from Ryan!

Thank you to all of our panelists for chiming in on this year’s Super Bowl slate! Check back here at SCREEN for more insight and interviews from advertising creatives across the country. You can also click right here to subscribe to our weekly email newsletter.

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