One of the most buzz-worthy commercials of the evening featured Taylor Swift in a heartwarming advertisement for the skincare brand Cetaphil. This commercial went beyond mere celebrity endorsement; it strategically positioned Cetaphil alongside Swift's image of authenticity and self-care. The storyline revolved around a father and daughter dynamic, where initially, the daughter showed little interest in spending time with her dad or watching football. However, everything changes when Swift appears in footage from NFL games, courtesy of Travis. Inspired by Swift's presence, the daughter begins to engage more with football, bonding with her dad over the games. The commercial concludes with a poignant moment where both father and daughter sport the iconic Taylor Swift friendship bracelets, symbolizing the power of Swift's influence to bring people together. Through this narrative, the commercial effectively showcases how Taylor Swift's endorsement can transcend mere product promotion, fostering connections and moments of togetherness. It really tugged at viewers heartstrings while teaching PR professionals that ethos is at the heart of buzz-worthy and attention-grabbing advertisements.

Skims showcased a moment of marketing brilliance during the Super Bowl, capitalizing on the halftime show featuring Usher to promote their collaboration. As anticipation for the halftime performance peaked, Skims strategically leveraged Usher's star power and sex appeal to generate buzz around their upcoming men's underwear line. Through a well-executed email campaign and Instagram posts timed perfectly during the Super Bowl, Skims ensured that their brand remained at the forefront of viewers' minds. By combining the allure of Usher with the excitement of the halftime show, Skims effectively maximized the impact of their eventual commercial, creating a buzzworthy moment that captured the attention of audiences both on and off the field. This innovative approach to marketing exemplifies Skims' ability to stay ahead of the curve and capitalize on cultural moments to drive excitement and engagement. Once again, Skims kills the game.

In a strategic move destined to leave a lasting impression, the PR team behind the highly anticipated "Wicked" movie adaptation orchestrated a memorable moment during the Super Bowl. Featuring Ariana Grande and her co-star Cynthia Erivo, in the multiple commercial’s airing the new release, the duo was seen in the stadium in eye-catching matching outfits, resplendent in bright pink and green. This deliberate choice not only teased the magic and spectacle of the beloved musical but also ensured that their vibrant ensembles would be seen across fashion social media accounts, amplifying the publicity and buzz surrounding the movie's release. By seizing the opportunity presented by the massive viewership of the Super Bowl, the PR team skillfully leveraged the spectacle of the event to generate excitement and anticipation for "Wicked." The strategic inclusion of Ariana Grande and Cynthia Erivo in attention-grabbing attire ensured that the commercial would linger in people's minds long after the game ended, sparking conversations and fueling anticipation for the premiere.

Every year I am in awe at the marketing and strategy that goes behind every single advertisement and I think that this year was one for the books. The Super Bowl 2024 was not just a showcase of commercials; it was a testament to the power of public relations in advertising. From strategic celebrity partnerships to messages of empowerment and anticipation for upcoming releases, each advertisement demonstrated the importance of PR and marketing in capturing audience attention and driving brand awareness on one of the biggest stages in the world. Reminding us that the Super Bowl is not all about football—it's also about the commercials.

- Heather McClure