Super Bowl LVIII: Tracking Every Ad - Get Ready for the Big Game Blitz!
The countdown to Super Bowl LVIII on February 11, 2024, has begun, and the excitement is palpable. Despite budget constraints, marketers are gearing up for the big game, and CBS has nearly sold out all its advertising slots, with 30-second ad prices reportedly ranging between $6.5 and $7 million. In anticipation of the event, Marketing Dive presents a comprehensive tracker to keep you updated on all the brand announcements leading up to the kickoff.
The Big Picture: Marketers Bet on Super Bowl LVIII
With a record-breaking audience of over 115 million viewers for the 2023 Super Bowl, advertisers are eager to capitalize on the continued consumer interest. Even in the face of a somewhat underwhelming TV advertising marketplace, the allure of the Super Bowl remains unmatched. This year, Super Bowl LVIII will be held at the Allegiant Stadium in Las Vegas, marking a significant milestone for a city that was once banned from running Super Bowl campaigns, showcasing the increasing role of sports betting in sports marketing.
The Lineup: A Sneak Peek at Super Bowl Ads
Dec. 13, 2023: Nerds Candy Makes a Sweet Debut
Nerds, a brand under the Ferrara umbrella, is set to make its first-ever Super Bowl appearance with a 30-second spot in the second quarter. The ad, created by Digitas Chicago, focuses on Nerds Gummy Clusters and promises to "engage all the senses." The multichannel marketing campaign is expected to extend beyond the big game, riding on Nerds' impressive growth from $50 million to half a billion in annual retail sales in just five years.
Dec. 7, 2023: Pringles Returns for the Seventh Consecutive Year
Pringles is back for its seventh consecutive Super Bowl appearance with a 30-second ad in the first quarter. Handled by WPP’s Grey Group, the ad promises a "playful, new direction." Following Kellogg's split and the creation of Kellanova, the parent company housing Pringles and Cheez-It, this marks the first big game ad for the new entity.
Dec. 5, 2023: BetMGM Places Its First Super Bowl Bet
BetMGM, a sports betting operator, is set to run its debut Super Bowl commercial in 2024. With the big game taking place in Vegas, BetMGM aims to stand out on advertising's biggest stage. The creative duties for the ad are entrusted to Highdive, BetMGM's newly appointed agency-of-record.
Dec. 5, 2023: Hellmann’s Tackles Food Waste Again
Hellmann’s Mayonnaise returns for its fourth consecutive game-day appearance with a 30-second ad. Created by Wunderman Thompson, the spot will highlight the brand's multi-year "Make Taste, Not Waste" initiative, focusing on raising awareness about food waste.
Nov. 28, 2023: BMW Drives Back to Super Bowl with EV Focus
BMW is making a comeback with a 60-second spot after sitting out the 2023 game. Handled by Goodby, Silverstein & Partners, the ad will showcase electric vehicles and feature a celebrity appearance, echoing a successful playbook from the brand's 2022 Super Bowl ad.
Oct. 19, 2023: Oreo Returns to the Spotlight
Oreo, owned by Mondelēz, is set to advertise in Super Bowl LVIII with a 30-second spot. This return comes over a decade after the brand's memorable "You Can Still Dunk In The Dark" tweet during the 2013 game's power outage.