{"id":36357,"date":"2024-02-16T17:31:44","date_gmt":"2024-02-16T17:31:44","guid":{"rendered":"https:\/\/www.hult.edu\/blog\/?p=36357"},"modified":"2026-05-08T15:32:07","modified_gmt":"2026-05-08T14:32:07","slug":"best-worst-super-bowl-2024-ads-lessons-in-brand-strategy","status":"publish","type":"post","link":"https:\/\/www.hult.edu\/blog\/best-worst-super-bowl-2024-ads-lessons-in-brand-strategy\/","title":{"rendered":"Best & Worst Super Bowl 2024 Ads: Lessons in Brand Strategy"},"content":{"rendered":"

The Super Bowl is more than just a game; it’s a cultural event. And what’s a cultural event without some memorable advertising? Whether you’re a fan of the game or not, chances are you’ve tuned in at least once to catch the spectacle of the Super Bowl commercials and half-time show.\u00a0<\/span><\/i>\u00a0<\/span><\/p>\n

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It was drama on and off the pitch for 2024’s big game and, as ever, the ads continued to provide ripe pickings for brand and marketing learnings. A showcase of effective storytelling, audience engagement, and brand strategy resonance turns a simple 30-second spot into a grandiose spectacle capturing the attention of millions.<\/span><\/i>\u00a0<\/span><\/p>\n

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When it comes to helping students understand the power of branding, Hult professor Dr. Matthew D. Fisher<\/a> always kicks off his brand management class with a deep dive into Super Bowl ads. With a jaw-dropping 7-million-dollar price tag for a 30-second spot, brands entering this arena need to bring their A-game.<\/span><\/i>\u00a0<\/span><\/p>\n

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We caught up with Dr. Fisher for a quick brand strategy debrief post-match. Here\u2019s his breakdown of 2024\u2019s winners and losers:<\/span><\/i>\u00a0<\/span><\/p>\n

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\ud83c\udfafHit: Verizon & Beyonce\u00a0<\/span><\/b>\u00a0<\/span><\/h2>\n

\u00a0<\/span>Leveraging Beyonce’s influence to illustrate the strength of their network was a smart move.\u00a0<\/span>\u00a0<\/span><\/h4>\n

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Why it worked:<\/span><\/b>\u00a0<\/span>\u00a0<\/span><\/h3>\n
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  1. With Beyonce as their spokesperson, Verizon managed to make a less tangible service feature like network capacity seem appealing.\u00a0<\/span>\u00a0<\/span><\/li>\n
  2. By depicting scenarios where Beyonce’s activities could potentially “break the Internet,” she couldn\u2019t overwhelm Verizon effectively showcasing its robust infrastructure.\u00a0<\/span>\u00a0<\/span><\/li>\n
  3. This approach served to drive home the point about Verizon\u2019s readiness for any eventuality, including an unexpected political announcement from BOTUS (Beyonce of the United States) herself. <\/span>\u00a0<\/span><\/li>\n
  4. Beyonce did announce a new album and drop new tracks to ensure that fans don\u2019t leave empty-handed.<\/span>\u00a0<\/span><\/li>\n
  5. The ad not only resonated with fans but also highlighted the brand’s reliability in handling high internet traffic.<\/span>\u00a0<\/span><\/li>\n<\/ol>\n

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    Watch Verizon’s Super Bowl ad featuring Beyonce.\u00a0<\/em><\/p>\n