DoorDash has put its hand up to compete in this year’s Super Bowl with new agency Wieden + Kennedy Portland. W+K adds to the brand’s roster of The Martin Agency, Gut and its in-house agency, Superette. This will be DoorDash’s third appearance at the Super Bowl and will fit into Wieden + Kennedy’s new platform, Your Door to More. Its previous Super Bowl commercials, in 2021 and 2023, were created by The Martin Agency. The first Your Door to More work launched during the NFL Wildcard round on Saturday January 13.
Doritos will make its 24th appearance at the Super Bowl. Last year, Jack Harlow starred in a spot that was all about triangles but featured the anything but triangular Doritos Dinamita. The company is amping up its brands at the Super Bowl with a teaser and a collection of fan experiences.
Loyal Super Bowl fan, Pringles, is making its 7th consecutive appearance. The 30-second spot by Grey Group will air at the end of the first quarter and will be supported by PR, digital, social media and shopper marketing.
Reese’s is back at the Super Bowl after a four year hiatus. Its last appearance in 2020, debuted the (then) new Take 5 bar. The 2024 30-second Super Bowl commercial will be created by Erich & Kallman.
Drumstick is bringing comedian, Eric André, for its first appearance at the Super Bowl. The 30-second spot, created by Portland agency, Öpinionated, will air during the third quarter.
Super Bowl regular, Turbo Tax, is making its 11th appearance at the Super Bowl. As usual, the brand will use Game Day’s huge audience to kick off its tax season campaign in January. The spot will be created by its new agency of record, R/GA.
Mountain Dew is celebrating the 20th birthday of Mountain Dew Baja Blast at the Super Bowl, part of a year-long push, that will also feature the first opportunity to buy the drink in bottles instead of just at Taco Bell.
Kawasaki‘s ad agency, Goodby Silverstein & Partners, are keeping quiet about the product they are bringing to the Super Bowl, except that it fits into trending category, powersports.
Pepsico is making much of its one-year-old brand, Starry, at the Super Bowl. The commercial by VaynerMedia will star Starry mascots, Lem and Lime, and hip-hop star Ice Spice. The company has already secured a link between Starry and sport, with sponsorships of the NBA and WNBA in 2023.
Popeyes will be a Super Bowl first-timer this year with new agency, McKinney. The commercial will be all about wings and will feature a celelbrity. In the lead-up to the game, the brand will promote a wings giveaway that will come to fruition if a team with wings wins the Super Bowl.
FanDuel is capitalising on Rob Gronkowski’s failure at a kick for glory and his second go this year. Its commercial by Wieden + Kennedy will feature the celebration afterward with Carl Weathers, while John Cena will tear him down if he fails.
Squarespace has gone for gold with Martin Scorsese directing its 30-second spot that will be created in-house. It will follow last year’s bizarre spot with Adam Driver
Dove returns to this year’s Super Bowl after a 14-Year hiatus. The 30-second spot will run in the first quarter and will focus on body confidence. It is likely to be created by Ogilvy. Ogilvy’s uncomfortable The Cost of Beauty commercial won an impressive amount of attention last year.
BMW skipped the Super Bowl last year, but its making up for that with a 60-second spot this year by Goodby, Silverstein & Partners. In 2022, BMW it aired a spot for its EVs starring Arnold Schwarzenegger and Salma Hayek.
Oreo is also returning after a hiatus – of ten years. The 30-second commercial by The Martin Agency will run in the second quarter of the game and will be a twist of Oreo’s role in pop culture.
Temu’s second appearance at the Super Bowl is as a provocateur. The brand has filed a lawsuit against online retailer, Shein. In the suit, Temu confirmed that it plans to run a Super Bowl ad in 2024. “In the months leading up to Temu’s major upcoming advertising campaign for Super Bowl LVIII in February 2024 (bound to increase traffic to Temu’s app and website, just as a similar Temu campaign did in 2023), Shein has resorted to even more desperate and coercive measures, including physical detention of merchants who dare to work with Temu, personal threats, and illegal seizures of merchants’ personal devices to obtain access to the merchants’ Temu accounts and Temu’s confidential information and trade secrets.”
M&M’s 30-second Super Bowl ad by BBDO New York will air during the first commercial break in the first quarter of Super Bowl 58. It will focus on the brand stated purpose – using the power of fun to include everyone.
Super Bowl first-time, Nerds, will run a 30-second spot by Digitas Chicago during the second quarter that will feature the brand’s Nerds characters.
BetMGM is also making its Super Bowl debut with a commercial by its creative agency of record, Highdive.
Coors Light is making its second appearance. Its first Super Bowl ad ran last year following the end of AB InBev’s exclusive rights for alcohol advertising lasting for decades.
Hellmann’s Mayonnaise will appear during the Super Bowl for the fourth consecutive year with a 30-second commercial promoting the brand’s commitment to tackling food waste, with its initiative, Make Taste, Not Waste. The commercial will again highlight the food that gets wasted during the Super Bowl by viewers.
Opendoor is making its Super Bowl debut with Mischief, the agency known for advertising that lives up to its name.
Volkswagen USA is going to the Super Bowl for the first time since 2014 as part of a year-long campaign from Johannes Leonardo that celebrates the brand’s 7th anniversary of coming to the US. The campaign will also begin a year-long campaign.
Kia America will make its 15th Super Bowl appearance. The 60-second spot by David & Goliath “builds on the fast-growing brand’s long history of award-winning creative campaigns and reinforces Kia’s position as a sustainable mobility leader,” and will feature the all-electric EV9.
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