One person won all the items showcased in the Super Bowl ads, thanks to an unconventional DoorDash advertisement
The commercial then displayed the extensive promo code, consisting of numerous words, which viewers could input on a designated DoorDash website for a chance to win various prizes from Super Bowl advertisers. These prizes ranged from an all-expenses-paid trip anywhere in the world to over 700 packs of Reese’s Big Caramel Cup.
According to AdAge, DoorDash collaborated with numerous partners to organize the sweepstakes, and all advertisers were enthusiastic about participating. Kofi Amoo-Gottfried, DoorDash’s chief marketing officer, stated in an interview with AdAge that they received positive responses from every brand they approached.
While a detailed list of items is available, it includes a diverse range such as a genuine Clydesdale saddle, 288 bags of Peanut Butter M&Ms, and 30 pounds of mayonnaise. DoorDash announced on Twitter that the winner would be notified on Monday.
Despite the widespread attention it received on social media, one notable absence was the ad’s failure to make it onto the list of the “best ads” from the 2024 Super Bowl.
In a statement, The Kellogg School Super Bowl Advertising Review declared Google Pixel’s ad as the standout of the event. The ad depicted a blind individual utilizing “Guided Frame,” Google’s A.I.-powered accessibility feature for the Pixel camera, to capture moments of his life using audio cues, high-contrast animations, and tactile vibrations.
Derek Rucker, the Sandy & Morton Goldman professor of entrepreneurial studies in marketing and co-lead of the school’s Ad Review, remarked in a press release that Google Pixel has mastered the recipe for success in Super Bowl advertising. The company once again showcased a new technology that enhances user experience while connecting with viewers on an emotional level.
Other ads that received high marks in Kellogg’s review included those from Dove, Michael Cera’s spot for CeraVe, Mountain Dew, Doritos, and Dunkin’ Donuts. Ads that didn’t fare as well in the review were from Temu, Squarespace, Homes.com, and “He Gets Us.”
During Super Bowl LVIII, viewers witnessed an abundance of celebrities in commercials. Kris Jenner appeared in an Oreo ad, Chris Pratt was revealed as the face behind Pringles’ iconic mustache, and Ben Affleck and Jennifer Lopez made Dunkin’ cameos. T-Mobile’s ad featured big names like Bradley Cooper, Common, Jennifer Hudson, and others, while e.l.f. cosmetics brought together celebrities like Gina Torres and Rick Hoffman for a courtroom spoof. NBC sitcoms had reunion moments, with Jennifer Aniston seemingly forgetting her “Friends” co-star David Schwimmer in an Uber Eats ad, and Aubrey Plaza reuniting with her “Parks and Rec” boss Nick Offerman in an ad for Mtn Dew Baja Blast.
Although celebrity appearances in Super Bowl commercials are not new, their prevalence seemed particularly heightened this year. While some brands effectively utilized star power by tapping into pop culture moments, experts caution against overdoing celebrity cameos, which may detract from the ad’s impact.
The Super Bowl wouldn’t be complete without some beloved animal companions. For instance, Budweiser brought back its familiar Clydesdales and a Labrador retriever, teaming up to assist the beer brand with deliveries. Hellmann’s showcased the “Mayo Cat” in its commercial.
However, this year’s advertisements weren’t solely focused on animals, according to Kimberly Whitler, a marketing professor at the University of Virginia’s Darden School of Business.
Nonetheless, advertisers found alternative avenues to capture viewers’ attention.
Whitler noted a trend of nostalgic callbacks, such as ETrade’s return to its successful talking baby campaign from previous Super Bowls.
The 1980s also experienced a revival, with T-Mobile and Nerds incorporating the “Flashdance” theme song, while Kawasaki centered its ad around the mullet hairstyle.
In addition to light-hearted moments, some ads took on more serious themes. For example, Robert Kraft’s Foundation to Combat Antisemitism aired a commercial featuring Dr. Clarence B. Jones, Martin Luther King Jr.’s speechwriter.
Furthermore, the “He Gets Us” campaign, supported by a group of affluent Christian donors, made a comeback with two ads during this year’s Super Bowl.