Campaign’s 2024 Big Game Barometer 2: Everything you need to know about brands, agencies, creative and more

(Photo credit: Temu / press portal)
(Photo credit: Temu / press portal)

Here are all the latest updates on Super Bowl LVIII advertising.

It’s officially December, so we’re one month closer to Super Bowl LVIII and the field of advertisers is just starting to come into focus.

Our second Big Game Barometer includes updates from the e-commerce, tech and auto industries.

Here’s the latest Big Game advertising news:

Temu doubles down

The Wall Street Journal reported on Tuesday Chinese e-commerce giant Temu will return to the Super Bowl for the second year in a row.

Its 2023 debut, Shop Like a Billionaire, ranked No. 50 out of 51 on USA Today’s Ad Meter. At the time, the brand was relatively unknown in the U.S. market, making a surprise debut on the Big Game stage. A Temu spokesperson said the video later hit one billion views on YouTube. (It has since been removed and uploaded again, for unknown reasons.)

The Temu spokesperson declined to confirm the 2024 news directly with Campaign US, instead offering the following statement: "We're currently discussing Super Bowl LVIII, but it is not finalized yet. We'll be happy to provide an update if and when everything is confirmed."

Meanwhile, another retailer, H&M, confirmed it is not planning to run any ads during the 2024 Super Bowl. This is not terribly surprising, as the fashion brand has been absent from the game since 2014. Both of its Big Game ads to date, which also included a 2012 spot, have featured soccer star David Beckham and his eponymous underwear line.

Opendoor opens the door

Making its Super Bowl debut in 2024 is real estate platform Opendoor, which, per a press release, hopes to “rewrite people’s perception of the housing market” — and the process of selling a home in particular. Details are sparse otherwise.

In a statement, CMO David Corns noted the process of buying and selling a home hasn’t changed much in the last century, but “Opendoor is completely disrupting this process, promising to make it easier and stress-free and we’re raising a few eyebrows along the way.”

Creative advertising agency Mischief @ No Fixed Address is behind the ad.

EVs return

Quite a few car brands have already confirmed they are sitting out Super Bowl LVIII. That includes General Motors’ entire portfolio — which, in addition to GM, encompasses former advertisers like BuickCadillac and GMC — as well as Ford and Hyundai.

Bucking this burgeoning trend is BMW, which confirmed it is in with a 60-second ad focused on electric vehicles after skipping the 2023 game.

EVs, of course, have been a popular focus for auto advertisers in the Big Game recently — including from BMW itself. Its 2022 spot featured Arnold Schwarzenegger and Salma Hayek as the Greek gods Zeus and Hera in retirement. It ranked No. 7 overall on Ad Meter.

Meanwhile, the list of possible 2024 advertisers continues to narrow as a slew of brands confirmed they are out, including: Wendy’sIt’s a 10 Haircare and Polestar.

Wendy’s and It’s a 10 have been absent since 2017. 

Polestar was in the 2022 Super Bowl with another ad focused on EVs. Its spot, No Compromises, ranked No. 57 on Ad Meter.

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