Super Bowl 2024: 55 Ads Revealed, No ChatGPT. Is This The End Of AI Mania? – Forbes
Travis Kelce of the Kansas City Chiefs with Taylor Swift as they head off to Super Bowl 58 against … [+]
More than 100 million viewers are expected to watch Super Bowl 58 on February 11 as the Kansas City Chiefs take on the San Francisco 49ers at Allegiant Stadium in Las Vegas. But with speculation of Taylor Swift showing up to cheer on her boyfriend, Chiefs’ tight end Travis Kelce, a new record could be set.
Super Bowl 57 was the most-watched U.S. telecast in history, according to Nielsen, with over 115 million viewers. This means television commercials will likely be top of mind again, with a third of American households tuning in.
About 70 ads were broadcast over 40 minutes during the Big Game last year. At $7 million for a 30-second spot, brands went big with embracing a glossy tech future, supercharged with AI. From achieving The Singularity with Adam Driver clones to a cat hilariously erasing dogs with Google’s Magic Eraser, it was quite a spectacle.
A quick review of this year’s ads shows ChatGPT-mania might finally be quieting down.Volkswagen’s teaser is focused on its past, not the AI chat features demoed at CES. Google and Amazon haven’t announced ads yet and neither have any of the AI unicorns.
What’s going on? Has the AI hype cycle run its course?
Below are 40 brands and 15 movie trailers announced so far. Apartments.com, Budweiser, Doritos, State Farm, Squarespace and United Airlines have cinematic features planned. DoorDash, e.l.f. Cosmetics, Hellmann’s, Mountain Dew and Starry are going for hilarity. Kawasaki is offering an epic ride. But only Etsy has anything remotely related to AI—and even that’s a stretch.
Of course, the best is yet to come and as more is revealed in the lead up to game day, I’ll be updating. But right now, this Super Bowl is strictly for humans.
The game airs February 11 at 3:30 p.m. PT, 6:30 p.m. ET on CBS, Paramount+ and Nickelodeon, which is offering a kid-friendly broadcast. Reba McEntire will perform the National Anthem, Post Malone will sing America the Beautiful and Usher will headline the Apple Music Halftime Show. Puppy Bowl is expected to air on Animal Planet, Discovery Channel, TBS and HBO Max at 11 a.m. PT/2 p.m. ET.
Here’s the list of what’s been announced.
Jurassic Park’s Jeff Goldblum stars in what looks like a wicked sci-fi thriller.
The sports betting app is doing its first Super Bowl commercial with a little help from Wedding Crashers’ Vince Vaughn, NFL star Tom Brady and hockey legend Wayne Gretzky.
Luxury carmaker BMW is returning with a 60-second spot after sitting out 2023.
The travel site hasn’t released details yet but is planning on returning with a 30-second spot.
Bud Light is trying something new, taking Steppenwolf’s Magic Carpet Ride.
Budweiser has brought back its 2014 puppy, now all grown up in this heartwarming spot about grit and resilience. The ad shows the Clydesdales galloping through snow country to rescue someone in need. Meant to be a celebration of the American spirit, the beloved horses will also be making an appearance on the Sphere’s exosphere starting Feb. 5. (UPDATED Jan. 31)
Coors is running a promotion that lets fans book a seat on its Chill Train that will be featured in its Super Bowl commercial.
DoorDash’s teaser is all about its ability to DoorDash anything and is offering viewers the chance to win “all the ads” shown during the Super Bowl, from snacks to EVs. The website referenced in the trailer is hilarious.
Screenshot of DoorDash’s Super Bowl 2024 promotion website.
Netflix series Wednesday star Jenny Ortega finds herself in a deserted convenience store as she snacks on a bag of Doritos Dinamita.
Dove and Nike are teaming up to promote girls in sports.
Comedian Eric André (The Eric André Show, Bad Trip) will be making his Super Bowl debut with Drumstick ice cream.
The cosmetics brand, which made its Super Bowl debut with White Lotus star Jennifer Coolidge last year, is summoning Meghan Trainor, special guests and the cast from Jury Duty and Suits to something intriguing.
E*Trade is bringing back its baby.
Etsy is hoping to put a whimsical spin on last minute gift-giving as it promotes its AI-powered Gift Mode, according to MarketingDive.
Sports betting app FanDuel is bringing NFL icon Rob Gronkowski back to try for his second ”Kick of Destiny” field goal which he missed last year, with John Cena as his nemesis.
New England Patriots owner Robert Kraft has backed an ad to remind viewers the importance of standing up to hate.
He Gets Us returns with a religious message following its visually stunning Super Bowl 57 ad set to Rag’n’Bone’s Human.
SNL’s Kate McKinnon and Pete Davidson go viral with an adorable cat that meows MAY-O—and thus becomes an international sensation known as Mayo Cat, making appearances on the Sphere in Las Vegas this week.
Kawasaki is using its spot to introduce its new mini-utility vehicle, the Kawasaki Ridge, a 2×2 in the truck utility category. In this teaser, wrestling legend Steve Austin takes it on a wild ride.
Kia is touting its EV9, an all-electric three-row SUV, in a feature-length 60-second spot focused on sustainability.
Swiss chocolate maker Lindt has announced its first Super Bowl ad, according to AdAge.
Focusing on active living, Michelob Ultra has released a series of teasers starring soccer phenom Lionel Messi, Ted Lasso’s Jason Sudekis and NFL legend Dan Marino kicking it up on the beach.
Dan Marino is also making an appearance in M&Ms’ ad, along with NFL Hall of Famer Terrell Owens and Bruce Smith, to craft a diamond-studded Super Bowl ring with the animated spokescandies.
Aubrey Plaza (White Lotus, Ingrid Goes West) teases Mountain Dew’s first Super Bowl ad in a Game of Thrones spoof in which she’s supposed to be having a blast riding a dragon for the brand. Nick Offerman (Last of Us, Parks and Recreation) is expected to have a cameo during the Big Game.
TikTok singer Addison Rae stars in Nerds first Super Bowl ad. In the teaser she’s a choreographer dancing to Fame theme song What A Feeling.
NFL shows off how it’s developing talent around the world.
The home-selling site Opendoor has released a number of teasers showing how easy it is to list your house during halftime.
Kardashian mom Kris Jenner is hinting at telling her origin story—with a twist—for Oreo cookie.
The Hangover’s Ken Jeong emerges from cryotherapy in Popeyes’ debut Super Bowl ad.
Guardians of the Galaxy’s Chris Pratt is the moustachioed man in Pringles’ teaser—and not Travis Kelce as had been rumored.
Reese’s is making a big change to its peanut butter cups and is having fans scream about it.
Rapper Ice Spice is spreading vibes in this debut Super Bowl ad for Starry, Pepsi’s Gen Z pop brand.
Action hero Arnold Schwarzenegger returns to the Super Bowl as a State Farm agent committed to being the good neighbor everyone needs.
Academy Award-winning director Martin Scorsese will direct this year’s Squarespace ad. The website design company featured Adam Driver last year in its dystopian ad about the coming of The Singularity.
Fast fashion retailer Temu will be returning to the Super Bowl following its debut last year with its ad, “Shop Like a Billionaire.”
Along with the Big Three automakers, Toyota was expected to sit out this Super Bowl, but announced an in-game ad to pair with experiential activities for its 2024 Toyota Tacoma truck.
Tax preparation service TurboTax will be returning to the Super Bowl for its 11th year. No details have been released yet on its celebrity lineup or theme.
David and Victoria Beckham are joined by Jennifer Aniston to promote Uber Eats grocery services.
Academy Award-winning director Chloé Zhao (Nomadland) directs Kyle Chandler (Super Pumped) in a spot to rally sports fans with no change fees.
Celebrating its 75th anniversary in America, VW is going for nostalgia in its teaser focused on the US launch of the VW Beetle.
Movie trailers to include Dune: Part Two, Kung Fu Panda 4, Road House, Ghostbusters: Frozen Empire, Godzilla x Kong: The New Empire, The Fall Guy, Kingdom of the Planet of the Apes, IF, Furiosa: A Mad Max Saga, Inside Out 2, A Quiet Place: Day One, Horizon: An American Saga, Despicable Me 4, Twisters, Deadpool 3, and possibly Netflix’s Spaceman starring Adam Sandler, according to FTW USA Today.
