Nate Tilley breaks down five standout Super Bowl ads, starting with Booking.com's Tina Fey spot. He notes how the ad uses celebrity recognition and rapid scene changes to grab attention, but argues most Super Bowl ads prioritize eyeballs over actual conversions. The Booking.com ad gets a mild spice rating.
mild
These are the five best Super bowl ads of 2024 and I'm going to give them my Spice rating. First up, we've got an ad from booking.com they've obviously used Tina Fey so immediately that is an identity trigger from a famous celebrity that you know. They don't waste any time in letting you know who the ad is for by just smacking a big booking.com right in your head like a bee sting in your eyeballs of like hey, this is what it's about. They catch you by using a celebrity and then they hook you by starting to tell you I can be multiple team to face. They keep on changing the attentions and the scenes throughout it as a way to retain your attention overall. A lot of the reason why these super bowl ads don't work, they just think they only need to catch and retain people's attention and they don't need to actually convert that attention. When it comes to my Spice rating, I would give this ad a mild.
