Super Bowl 2024: A game-changing night for celeb partnerships

This year’s Super Bowl, aka the Oscars for advertisers, took place last night. And while the official viewing figures haven’t been announced yet, 2024 looks set to be a record breaker  – thanks in part to America’s latest power couple Taylor Swift and Travis Kelce, who brought their star power to centre stage at America’s biggest sporting event.

CBS reported a 53% increase in girls between the ages of 12-17 tuning in to NFL games since the start of the football season. With viewership among women 18-24 increasing by 24% and up 34% among women over 35. It’s no wonder then that advertisers were scrambling to use the opportunity to expand their reach and connect with new audiences.  

With a broadcast time of around three-and-a-half hours, there was no shortage of star-studded moments throughout the night.  

We've compiled our key takeaways below:

• Usher's hit-filled halftime show: Usher wowed audiences with a star-studded performance, featuring guest appearances from Alicia Keys, HER, Lil Jon, and Ludacris. He released his new album – his first in eight years – two days before the event and seized the opportunity to promote his upcoming North American tour. He also made two cameos appearance in ads for BMW and Uber Eats, alongside celebrities including the Beckhams, David Schwimmer and Jennifer Aniston to name a few.
• Cetaphil gets sentimental: Although it doesn’t directly mention Taylor Swift, Cetaphil’s ad is a nod to the increase in girls watching the NFL this season thanks to her attendance. The ad shows a ‘real-life’ Father-Daughter bonding over the game as the teenager routinely carries out her skincare routine.  
• The real MBP: It’s safe to say that Beyonce stole the show, partnering with Verizon for an ad which sees her try and fail in various ways to break the internet. She used the platform to announce the upcoming release of her highly anticipated new album. With an unparalleled star power, Beyonce’s announcement proved her to be the MVP of the night.  

The Super Bowl 2024 was a game-changing night for marketing. With brands demonstrating the importance of tapping into cultural moments, we’re reminded of the power of strategic partnerships and emotional storytelling – the internet may not be broken but we for one are still recovering.

‍Image sources l-r; Verizon, Steve Luciano, Ezra Shaw

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