EAST LANSING, Mich. — For some, the focus of the Super Bowl LVIII wasn't the game, Usher's halftime show, or even the occasional Taylor Swift spotting.
After the Lions were knocked out in the NFC Championship, the next best thing about the Super Bowl for many Michiganders became the advertisements.
For the last 26 years, faculty at Michigan State University's College of Communications and Sciences have been ranking the Super Bowl commercials and this year was no different.
Robert Kolt is the professor of practice emeritus in the MSU Department of Advertising and Public Relations and the creator of the ad-ranking tradition.
With each 30-second commercial costing an impressive $7 million, a lot of thought went into the production of each of the advertisements.
“Audiences have high expectations for ads in the Super Bowl,” said Kolt. “This year, there were a lot of good Super Bowl ads featuring lots of celebrities, animals, animation, babies and humor — all formulas for success.”
The faculty ranked the ads based on "creative messaging, strategy, production quality, branding, ad execution and level of uniqueness and memorability."
The Monday after the Super Bowl, the group shared their top 5 advertisements, as well as two of their least favorite commercials. Here's there five best:
Michigan State University ranks the best Super Bowl commercials
#5 State Farm
State Farm Insurance's YouTube description of the commercial: "Arnold Schwarzenegger is cast to play Agent State Farm in Agent State Farm the movie. There’s just one catch … he can’t quite nail the slogan. Until his sidekick Danny DeVito steps in."
#4 Volkswagen
Volkswagen's YouTube description of the commercial: "Volkswagen’s Super Bowl LVIII (58) 2024 commercial, titled 'An American Love Story,' takes viewers on a nostalgic journey through the brand’s 75-year legacy in the United States. Directed by the Emmy Award-winning Lance Acord, known for the iconic 'The Force' ad, this two-minute extended cut weaves a heartfelt narrative into the very fabric of American culture."
#3 Dunkin'
Dunkin's YouTube description of the commercial: "Ben Affleck’s journey to becoming a pop star confirms that anything is possible when you run on Dunkin’. Premiered during Super Bowl LVIII, Ben Affleck debuts 'The DunKings,' featuring Matt Damon and Tom Brady."
#2 E-Trade
E-TRADE's YouTube description of the commercial: "Whether it’s pickleball or portfolios, the #ETRADEPicklebabies know how to #GetintheGame."
#1 Uber Eats
Uber Eats' YouTube description of the commercial: "To remember Uber Eats delivers almost, almost anything, all you have to do is forget something else. Simply make a little room in your brain - like Jennifer Aniston, David Schwimmer, USHER, the Beckhams, and Jelly Roll do. Whatever you forget, just remember Uber Eats gets almost anything."
2 of the Worst Super Bowl commercials according to Michigan State University
Not every ad seemed to be worth the $7 million price tag. The faculty named two advertisements among the game's worst.
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