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1Repair Windows errors before they cause bigger problems2Scan for outdated or missing drivers - takes under a minute3Clear out junk files and repair common Windows errorsState Farm’s “Like a Good Neighbaaa” is the safest overall winner of the Super Bowl 2024 commercials. It won USA TODAY’s 36th annual Ad Meter audience poll, and it succeeds on the basics that make a Super Bowl ad memorable: instant comprehension, a repeatable joke, recognizable stars, a familiar brand line, and a clear connection to the product.
But “best” depends on the yardstick. Google Pixel’s “Javier in Frame” and Dove’s “Hard Knocks” are stronger emotional and purpose-led choices; CeraVe’s “Michael CeraVe” and Dunkin’s “The DunKings” are the most complete campaign ecosystems. The ranked watchlist below combines audience response, creative execution, brand clarity, campaign scale, and effectiveness context rather than pretending that one poll settles the question.
What counts as the best Super Bowl 2024 ad?
Super Bowl LVIII was played on February 11, 2024. The commercials were judged here as advertising and entertainment—not as an official NFL ranking and not as a definitive measurement of sales or brand lift.
The clearest public audience benchmark is USA TODAY’s Ad Meter, which named State Farm’s “Like a Good Neighbaaa” the winner. YouTube’s AdBlitz offers a different lens by ranking attention through views recorded as of February 16, 2024. Professional lists from outlets including Adweek and TIME emphasized varying combinations of humor, celebrity casting, emotional impact, and campaign strategy. Kantar’s 2024 Creative Effectiveness Report and YouGov’s Super Bowl recap add research-oriented context, but neither turns a critic’s favorite or a highly viewed video into an automatic winner.
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For this list, the most useful question is: Which commercials are worth rewatching, and what did each one do particularly well?
The 8 best Super Bowl 2024 commercials and ads
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State Farm — “Like a Good Neighbaaa”
Best overall and audience winner.
Arnold Schwarzenegger plays a fictional action-hero State Farm agent who cannot pronounce “neighbor” correctly. Instead of saying the familiar line, he repeatedly turns it into “neighbaaa.” Danny DeVito joins the joke, while Jake from State Farm helps bring the established brand phrase back into focus.
The creative decision is almost comically simple: Schwarzenegger’s real-world accent becomes the entire engine of the commercial. That gives the ad an immediate premise, a catchphrase viewers can repeat, and a recognizable celebrity whose performance needs little explanation. Crucially, the joke does not abandon the brand. The State Farm jingle, agent concept, and “Like a Good Neighbor” platform remain part of the payoff.
That combination explains why it is the safest choice for an overall-best list. It is broad, easy to understand on a first viewing, and connected to advertising the audience already knows. It may not be the most emotionally ambitious commercial of the game, but few spots were more efficient at making a joke and branding it.
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Google Pixel — “Javier in Frame”
Best product demonstration and one of the strongest emotional ads.
Google’s one-minute film follows Javier, a blind man who uses the Pixel camera’s Guided Frame accessibility feature to photograph meaningful moments in his life, including relationships and family milestones. Rather than stopping for a technical explanation, the commercial lets viewers understand the feature through Javier’s experience.
Google describes Guided Frame as combining audio cues, high-contrast animation, and haptic feedback. The company also said the feature had expanded beyond selfies to help users recognize faces, pets, food, and objects through the rear camera. Those details matter because the commercial is not merely making an abstract claim about inclusion; it is showing how a specific camera tool can support a real task.
The campaign was developed with input from members of the disability community, and blind filmmaker Adam Morse directed the work. Those production choices strengthen the ad’s credibility, although they should not be stretched into a claim that Guided Frame works identically for every blind or low-vision user. Accessibility needs and experiences differ.
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“Javier in Frame” is strategically disciplined: the human story creates emotion, but the product feature remains legible. If the campaign made you curious about the hardware rather than just the storytelling, the Google Pixel 8 is the relevant product reference. That is a shopping lead, not evidence that the commercial—or the camera feature—will suit every user.
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CeraVe — “Michael CeraVe”
Best pre-game buildup and reveal.
CeraVe’s commercial worked because the Super Bowl spot was only the final chapter. In the weeks before the game, the brand encouraged a deliberately ridiculous idea that actor Michael Cera had created, inspired, or somehow embodied the skincare company. Viral dermatologists and TikTok creators helped the speculation spread.
The reveal then punctured the joke: CeraVe is developed with dermatologists, not Michael Cera. The clarification is more than a punchline. It returns the campaign to the brand’s actual positioning, making the fake celebrity theory serve the real message instead of distracting from it.
This is a model of campaign architecture. First comes speculation, then escalating social content, then a high-profile broadcast payoff. The commercial would still be funny on its own, but the weeks-long setup made the audience feel as if it were watching the conclusion of an entertainment story. That is why “Michael CeraVe” deserves recognition beyond a simple celebrity-comedy category.
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Dove — “Hard Knocks”
Best purpose-led sports commercial.
Dove uses the musical framing of “Hard Knock Life” to show girls absorbing the physical setbacks of sport—falls, collisions, and other difficult moments—while arguing that negative comments about appearance and low body confidence can be even more damaging to participation.
The commercial was positioned within Dove’s Body Confident Sport initiative. Dove cited research connecting low body confidence with girls leaving sports. That is an important part of the campaign’s rationale, but it should be described accurately: the research supports the problem the brand is addressing; it does not independently prove that this one commercial changed participation or solved the wider issue.
“Hard Knocks” is effective as a purpose ad because its social point is built into the story rather than added as a slogan at the end. The sports imagery gives the message a clear setting, and the familiar song structure creates emotional continuity. It belongs near the top of any list focused on social relevance, even if viewers who prefer pure comedy may rank it differently.
Dove products are separate from the commercial’s social message, so any interest in Dove personal care should be treated as a product-shopping follow-up rather than evidence of the campaign’s impact.
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Dunkin’ — “The DunKings”
Best celebrity ensemble and integrated campaign.
Ben Affleck, Matt Damon, and Tom Brady appear in coordinated tracksuits as Affleck tries to establish a pop group, much to Jennifer Lopez’s apparent frustration. The premise extends the Ben Affleck-centered advertising world Dunkin’ had already built, so the commercial feels like another episode rather than an isolated casting stunt.
Dunkin’s own campaign description presented the Super Bowl ad as the culmination of a multipart effort that began around the Grammy Awards. Related products, menu activity, and merchandise extended “The DunKings” beyond the broadcast slot.
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That expansion is the key to the ad’s appeal. The celebrity lineup generated attention, but the campaign also gave people a name, a visual identity, and products to discuss. It functioned as an entertainment event and retail activation as much as a conventional 30-second sales message. The trade-off is that the ensemble and mythology can overshadow the food and drink proposition. For recall and cultural chatter, however, it was one of the game’s most effective campaign constructions.
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BMW — “Talkin’ Like Walken”
Best compact celebrity-comedy premise.
Christopher Walken’s distinctive voice and delivery are the entire creative device. People imitate or comment on his unmistakable mannerisms, with Usher and Ashley Park helping create the surrounding joke while the BMW remains the visual anchor.
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Its limitation is also clear. Celebrity recognition and imitation can become more memorable than the vehicle proposition. “Talkin’ Like Walken” is a strong entertainment execution, but celebrity visibility alone is not proof of persuasion or effectiveness. It ranks below Pixel, Dove, and CeraVe because those campaigns connect their creative ideas more directly to a feature, purpose, or brand position.
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Paramount+ — “Hail Patrick”
Best absurdist ensemble.
Paramount+ assembled Patrick Stewart, Tua Tagovailoa, Drew Barrymore, Dora, and Knuckles in a surreal mountain-climbing scenario that builds toward the phrase “Hail Patrick.” The commercial uses the collision of recognizable personalities and properties to advertise the breadth of entertainment available through Paramount+.
The ad’s pleasure comes from the sheer mismatch of its cast. Patrick Stewart’s authority, football celebrity, television personalities, and familiar animated or gaming characters are placed in one deliberately strange situation. It is a good example of an entertainment platform selling variety by turning its own catalog and celebrity relationships into the joke.
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Mountain Dew — “Having a Blast” / “Kiss From a Lime”
Best use of a performer’s established comic persona.
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Aubrey Plaza delivers the deadpan energy viewers associate with her screen work while the commercial places her in a succession of increasingly impossible situations. A dragon eventually interrupts the sequence before the ad returns to Mountain Dew and its central idea of having a good time.
The casting does much of the strategic work. Plaza’s detached reaction communicates the desired tone before the plot has fully developed, allowing the commercial to move quickly through escalating absurdity. The result is an efficient “funniest ads” selection with a strong performer-product fit.
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Category winners: the best ad depends on what you value
| Category | Best choice | Why |
|---|---|---|
| Best overall | State Farm — “Like a Good Neighbaaa” | Won USA TODAY’s Ad Meter and combines immediate humor with a clear brand platform. |
| Most emotional | Google Pixel — “Javier in Frame” | Demonstrates an accessibility feature through a personal story. |
| Best purpose-led ad | Dove — “Hard Knocks” | Connects girls’ sports participation to body confidence without losing its narrative focus. |
| Best campaign ecosystem | CeraVe — “Michael CeraVe” | Turns pre-game speculation, creator content, and the Super Bowl reveal into one structured joke. |
| Best celebrity campaign | Dunkin’ — “The DunKings” | Extends a recurring celebrity world into products, menu activity, merchandise, and earned attention. |
| Best conventional celebrity comedy | BMW, Paramount+, or Mountain Dew | Each uses a recognizable performer or ensemble to deliver a fast, accessible entertainment premise. |
Other notable Super Bowl LVIII ads
Several commercials deserve inclusion in an expanded watchlist, even if they do not displace the eight recommendations above.
- DoorDash — “All the Ads.” This oversized stunt promised to deliver products featured in other commercials. It is especially interesting as an example of inter-advertiser integration: instead of competing only for attention inside its own spot, DoorDash made the rest of the advertising break part of its idea.
- Verizon — “Can’t B Broken.” Beyoncé leads an escalating series of attempts to break Verizon’s network, ending in a music-related cultural reveal. It belongs in a category covering celebrity events and pop-culture moments.
- OREO. The commercial turns the question of which side of an OREO to trust into a comic product ritual. Its strength is simplicity: the ad reinforces a familiar way of eating the cookie rather than explaining an elaborate new benefit.
- Budweiser and the Clydesdales. This was the deliberately traditional choice, relying on a long-established and emotionally familiar brand asset rather than a new celebrity universe or complicated stunt.
- FanDuel — “Kick of Destiny 2.” The commercial continued the Gronk field-goal premise through a live-event-like setup. Because FanDuel operates in sports betting, viewers should consider the category’s legal availability, age restrictions, and personal suitability rather than treating the ad as a universal recommendation.
- Temu. The repeated “Shop like a billionaire” executions were highly visible, but visibility is not the same as creative distinction, persuasion, or brand trust. They are worth noting in a complete recap and less compelling as a craft-first recommendation.
- He Gets Us. The religious message attracted attention and polarized reactions. It belongs in a full account of the game’s advertising conversation, but it should not be presented silently as a consensus favorite.
Why the rankings disagree
Audience polls reward instant recognition
State Farm’s Ad Meter win shows the value of a commercial that works immediately for a broad audience. A poll measures viewer preference under its own conditions; it does not establish that the winner generated the most sales, the strongest long-term memory, or the best creative work by every professional standard.
Digital views measure attention, not persuasion
YouTube’s AdBlitz rankings used views recorded on February 16, 2024. That is useful evidence of online reach and curiosity. It is not a substitute for brand lift, purchase intent, accessibility, or creative quality. A commercial can earn views because of a star, controversy, a music reveal, or a pre-game campaign without changing what people think about the advertiser.
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Critics evaluate craft and campaign design
Adweek and TIME emphasized overlapping but different qualities, including humor, celebrity casting, emotional impact, and the way a campaign was executed. That explains why a critic’s list will not necessarily match Ad Meter or YouTube. Each ranking is answering a different question.
Effectiveness research needs precise wording
Kantar’s Creative Effectiveness research and YouGov’s Super Bowl coverage provide additional context for thinking about effectiveness and public response. They can support discussion of signals such as memorability, relevance, or purpose, but they should not be converted into unsupported claims that an ad increased sales or awareness. No such result should be inferred from this list alone.
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A three-ad viewing plan
If you only want to rewatch three commercials, choose according to your interest:
- For the broadest crowd-pleaser: start with State Farm’s “Like a Good Neighbaaa.”
- For the strongest product-and-human story: watch Google Pixel’s “Javier in Frame.”
- For the most interesting campaign construction: watch CeraVe’s “Michael CeraVe,” preferably alongside its pre-game buildup.
For a purpose-focused double feature, pair Pixel with Dove. For celebrity spectacle, pair Dunkin’ with BMW or Paramount+. For a study in how brands can turn the entire advertising environment into part of the message, add DoorDash’s “All the Ads.”
Final verdict
State Farm is the best-supported overall choice because it won the 2024 USA TODAY Ad Meter and delivers an unusually complete mass-market joke. Google Pixel is the most emotionally effective product demonstration in this group, while Dove is the strongest social-purpose selection. CeraVe has the smartest pre-game-to-broadcast structure, and Dunkin’ built the most conspicuous celebrity campaign world.
The remaining ads are not competing on exactly the same terms. BMW, Paramount+, and Mountain Dew are primarily polished celebrity-comedy executions; DoorDash is an integration stunt; Budweiser is a heritage play; and He Gets Us is notable partly because it provoked disagreement. That is why a tiered, labeled watchlist is more honest than declaring one commercial the objective champion.
Research note: The editorial comparison draws on USA TODAY’s 2024 Ad Meter, Google’s campaign description of Guided Frame, brand-published campaign details from CeraVe, Dove, and Dunkin’, YouTube AdBlitz’s February 16 view-based lens, TIME and Adweek criticism, and effectiveness context from Kantar and YouGov. Brand-reported research and campaign claims are identified as such.
Frequently Asked Questions
Which commercial won the 2024 Super Bowl ad competition?
State Farm’s “Like a Good Neighbaaa” won USA TODAY’s 36th annual Ad Meter audience poll. That makes it the audience-backed winner, not an official NFL ranking or a universal verdict on every measure of advertising effectiveness.
What was the most emotional Super Bowl 2024 commercial?
Google Pixel’s “Javier in Frame” is the strongest emotional choice because it shows Javier, a blind man, using the Pixel’s Guided Frame feature to photograph important moments. Dove’s “Hard Knocks” is another leading choice for viewers prioritizing purpose and social relevance.
Why is CeraVe’s Michael Cera ad considered one of the best?
The Super Bowl commercial was the payoff to a weeks-long campaign that encouraged speculation about Michael Cera’s connection to CeraVe. The reveal—CeraVe is developed with dermatologists, not Michael Cera—made the joke resolve directly into the brand’s real positioning.
Were the Super Bowl 2024 ads ranked by sales?
No. The list combines an audience poll, digital attention, professional criticism, campaign execution, brand clarity, and effectiveness context. It does not claim that any commercial increased sales or brand awareness without a specific supporting study.
The Bottom Line
Bottom line: State Farm’s “Like a Good Neighbaaa” is the best overall, audience-backed pick. Choose Google Pixel for emotional product storytelling, Dove for purpose, CeraVe for campaign strategy, and Dunkin’ for celebrity-driven entertainment.
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