Cubery Rating: 81 (+21 vs. 2023)
Doritos are back on top of this year’s Super Bowl effectiveness pile! After a rare down year, Doritos produced an epic in 2024. While Jenna Ortega was an A-list inclusion, the elderly characters in Dina & Mita brought amusement to the action-packed narrative. Centering the story around the hot pursuit of the last pack of Dynamitas ensured the brand was seamlessly integrated into the story, with the high voltage theme perfectly aligning with what people have come to expect from Doritos. While the big, bold theme worked to reinforce the brand’s fun positioning, it also linked to the product’s big, bold flavor — motivating purchase as a result.
“I liked the comedy playing into how intense the flavor is with all the action.”
Cubery Rating: 76 (+18 vs. 2023)
Is “hold my Oikos” the new “hold my beer”? Another huge improver from 2023, the simple narrative was well-enjoyed and tapped into important purchase motivators. While Martin Lawrence and Shannon Sharpe provided the star-power (and plenty of laughs), their presence worked in tandem with the brand rather than overpowering it. As a result, people were clear on the single-minded proposition of the brand’s added protein benefits, reinforcing its point of difference.
“Oikos yogurt with 20g of protein is a positive thing about this yogurt. It makes me feel better than other brands of yogurt.”
Cubery Rating: 75 (New in 2024)
In what can only be described as a rollercoaster of emotions, in the end Reese’s delivered a Super Bowl ad worth celebrating. While a little too over-the-top for some, the exaggerated approach ultimately made for an enjoyable, highly attention-grabbing spot. Branding-wise, the orange color pallet featured prominently, and together with the humorous theme aligned seamlessly with what people have come to expect from the brand. As a result the ad was hard not to attribute back to Reese’s.
“I really liked how the entire family was going wild each time the narrator said something else about the new Reese's product.”
Cubery Rating: 73 (+10 vs. 2023)
Forget the fridge or pantry, condiment brand Hellmann’s are now a staple on the Super Bowl shelf. Hellmann’s was a big improver versus 2023, with the consistent messaging around livening up leftovers helping develop this into a positioning people now associate with the brand. Familiar faces from SNL are also a seemingly consistent theme, with this year’s ad leveraging the comedic stylings of Kate McKinnon to attract people’s attention (enhanced, of course, by the overwhelmingly positive reception to adorable Mayo Cat!).
“This ad was really funny. It caught my attention quickly and was amusing to watch the entire way through. I liked the actress and that it centered around a cat.”
Cubery Rating: 72 (+2 vs. 2023)
Moving away from the “hand-in-a-can” concept of the last few years, Pringles instead enlisted Chris Pratt to don a mustache and go viral as the doppelgänger for Mr. Pringle. While people found previous years’ ads equally amusing, Mr. P delivered greater warmth and happiness — laddering up to the most likable Pringles Super Bowl ad we’ve tested. Basing the narrative around the iconic and uniquely ownable character (and can) meant people couldn’t forget who the ad was for.
“It was cute with mustache on all the men. I really liked the stagecoach western look. I am not a fan of Pringles, but this made them seem interesting. I might have to grab some.”
Cubery Rating: 71 (+18 vs. 2023)
Returning to the brand’s roots after a controversial side-step in 2023, M&M’s stuck to a more familiar formula in 2024, pairing the universally recognized mascots with a host of beloved celebrities. While not as attention-grabbing as last year’s effort, this was largely due to lessened irritation, with people considerably more positive to 2024’s lighthearted ribbing. Importantly, this style of humor was seen to be a strong fit with the brand, which — combined with the famous spokes-candies — created an ad that could’ve only been for M&M’s.
“The M&M characters are fun and expressive, Scarlett Johanssen is a nice addition at the end.”
Cubery Rating: 70 (New in 2024)
Another first-time entrant to the Super Bowl rankings in 2024 was iconic cookie brand, Oreo, with a clever idea designed to spark a movement of coin-flipping cookies. While the narrative itself (and its Kardashianed characters) struggled to reach the emotional heights of others, the approach certainly crafted branded memories; by heroing the product and its unique twisting attributes, it meant the ad could’ve been for one brand only.
“It was a cute commercial the way they used Oreos the only thing I didn’t like was that the Kardashians were in it.”
Cubery Rating: 69 (New in 2024)
Nerds’ Super Bowl spot had people’s tongues wagging pre-game, with social media superstar Addison Rae fronting the campaign. However, reducing the celebrity’s role to a bit-part cameo at the ad’s conclusion meant cut-through wasn’t as strong as it perhaps could’ve been. While the ad was reasonably well enjoyed and the fun animations shined a spotlight on the brand’s uniquely ownable characters, some were left a little perplexed about what the ad was trying to tell them.
“I have never seen nerds animated like the m&m commercials. That was great.”
Cubery Rating: 68 (New in 2024)
Drumstick’s 2024 venture into Super Bowl advertising certainly filled the brief in standing out like a sore thumb. The off-the-wall narrative (featuring the even more quirky Eric Andrè) quickly grabbed people’s attention and heroed the uniquely shaped ice cream cone. However, while the approach did work to provide a point of difference for the brand, some struggled to keep up with the story — hindering how successfully the ad’s comedic intentions could have their desired impact on viewers.
“I like how everyone in the ad was enjoying the delicious drumstick ice cream.”
Cubery Rating: 68 (New in 2024)
Among all the glitz and glamor of Super Bowl advertising, Swiss chocolatier Lindt produced a warm-hearted ad that was well-received for its soft and blissful approach. While the ad didn’t blow people away with a rocky emotional narrative, the focus instead was on a uniquely shaped, snitch-like Lindt ball as it bounced through various scenes. The result was the emotions garnered from the ad being easily transferred onto the luxury chocolatier.
“The video clip encompassed every emotion I feel towards chocolate. I thoroughly enjoyed the video.”