The Best 2024 Super Bowl Ads & How to ‘Write Tight’

Introduction by Bruce Hennes, Hennes Communications…

Every year, our Crisis Management Today newsletter emphasizes the power of brevity in communication. We advocate for “writing tight” — a skill crucial for captivating an audience with notoriously short attention spans. To influence, motivate or inspire change effectively, embracing conciseness is key.

One of the most impactful ways to hone this skill is by examining the craftsmanship behind Super Bowl advertisements. Given the astronomical cost of $7 million per minute, these ads represent the pinnacle of succinct, powerful storytelling. They are meticulously crafted to capture attention, convey a message and compel action within an incredibly brief window.

For CEOs, attorneys, government officials, educators and other professionals, the ability to communicate succinctly is not just an asset; it’s a necessity. In an era where every word counts, the lessons learned from these masterpieces of marketing can be applied across various contexts. By studying the methods used in Super Bowl ads to distill complex ideas into engaging narratives, professionals can enhance their ability to communicate more effectively in their fields. This practice not only sharpens writing skills but also improves overall strategic communication, ensuring messages are not just heard but remembered and acted upon.

Incorporating these principles into your communication strategy can transform the way you connect with your audience. Whether it’s a high-stakes presentation, a crucial legal argument, or a campaign to shape public opinion, the ability to “write tight” can be the difference between being overlooked and making a lasting impact. Let’s take inspiration from the great masters of Super Bowl advertising and elevate our communication to capture hearts and minds in an instant.

Here, from USA Today, all of the 2024 Super Bowl ads, in the order ranked by their readers.  The 2024 winner was State Farm’s “Like a Good Neighbaaa,” starring Arnold Schwarzenegger and Danny DeVito.