Super Bowl: It’s bigger than football. The Big Game is a showcase for companies to showcase their latest, wildest innovations and for ad agencies to sell those products and services in ads that are more like mini-movies. So far, beer company ads are leading the waybut food brands, car companies and online services also weigh in.
Celebrities abound, special effects dazzle. Some ads tug at heartstrings, while others unleash jokes like seltzer on a clown’s face. Some of the ads are instant hits. (Turning Alexa into a mind reader in Scarlett Johansson and Colin Yost’s home was pretty hilarious last year.) And others leave viewers as confused as Homer Simpson’s operatic, snowball-smashing Mr. Plow left him and his entire family. (Lisa: “Dad, is that your ad?” Homer: “I don’t know!”)
Companies are already releasing teasers and even full versions of their commercials ahead of Sunday’s game between the Kansas City Chiefs and the Philadelphia Eagles in Glendale, Arizona. As the big day approaches, we’ll continue to update this story with as many of the Super Bowl ads as we can find online, posting the latest releases at the top. (Here.)
E-commerce: A baby goes to a wedding
Remember the baby of E-Trade? in the company’s Super Bowl ad, he returns and attends a wedding (of… two other babies?).
The Farmer’s Dog: Forever
Get ready to go “Awwwwwwwwwwwwwwwwww”. Pet food company The Farmer’s Dog goes to hearts by showing the dog as a companion through the major events in a person’s life.
DoorDash: We get groceries
Celebrity chef Matty Matheson joins Raekwon The Chef of the rap group Wu-Tang Clan and Nickelodeon cartoon character Tiny Chef shop for the best and freshest groceries.
Squarespace: Adam Driver Multiplies
As he ponders how Squarespace can be a website that makes other websites, actor Adam Driver becomes many versions of himself.
Kia: Binky daddy
A devoted baby daddy goes on a mission to retrieve his child’s favorite pacifier, becoming a viral hero along the way, in this ad for the Kia Telluride X-Pro.
T-Mobile: New neighbor
Triple-threat entertainer John Travolta joins Zach Braff and Donald Faison for a Grease-inspired musical number in honor of T-Mobile’s 5G home internet service.
Avocados from Mexico: Make it better
Scary movie star Anna Faris stars as Eve in an ad for Avocados from Mexico, an organization representing avocado growers. He envisions a better world where avocados have replaced apples. This is the extended “director’s cut”. A shorter version will be broadcast during the game.
Peacock: Poker face
Poker Face star Natasha Lyonne offers some snarky comments about Super Bowl ads in a promo for Rian Johnson’s new Peacock series. What’s the deal with that kid in the Google Pixel ad? She knows the truth.
Even: Jack Harlow
Rapper Jack Harlow takes inspiration from the Doritos shape to spark a global triangle fad. Watch out for the other music celebrities coming.
Pepsi Zero Sugar: Steve Martin and Ben Stiller
Not content with just one ad, Pepsi is releasing two separate entries it calls “Great Acting or Great Taste?” One features actor and comedian Steve Martin, and the other features actor and comedian Ben Stiller (look for the Zoolander cameo). Check out the extended versions of both.
An energetic dancer in front of a fountain is part of Turbo Tax’s campaign urging people to do things they love, like dance, and leave their taxes to professionals.
Google: Fixed on Pixel
Amy Schumer, Giannis Antetokounmpo, and Doja Kat fix up their photos using the image-altering features of their Google Pixel 7 phones. Say goodbye to exes, bad fashion choices, and blurry photos.
Mr. Peanut: The roast
Mr. Planters’ Peanut gets a different kind of roast when comedians come together to poke fun at the peanut-shaped cartoon mascot with a top hat and monocle. This is more than a short advertisement. The Planters will release the full-length roast online on game day.
Skechers: Snoop Dogg
Rap star Snoop Dogg shows off his Skechers as he travels, delivers newspapers, grooms a real dog and practices football. A series of guest stars come along for the ride.
Dexcom: Feels like magic
Pop star Nick Jonas talks about the magical properties of the Dexcom G7 continuous glucose monitoring system.
Paramount Plus: Stallone comes face to face
Sylvester Stallone stars in Tulsa King, a crime drama now showing, so it makes sense that he’d star in the streaming service’s Super Bowl ad as well. Paramount stars Dora the Explorer, Star Trek’s Captain Pike, Lower Decks’ Beckett Mariner, 911’s Lt. Dangle and Stallone’s three daughters, Sophia, Sistine and Scarlett, also make appearances.
GM x Netflix: Why not EV?
General Motors and Netflix have teamed up to promote electric vehicles, part of a partnership that will see more electric cars featured in Netflix productions. Will Ferrell stars alongside a selection of Netflix stars from shows including Bridgerton, Stranger Things and The Squidward Game.
Uber One: Diddy makes a hit song
Sean “Diddy” Combs sets about creating a hit song for Uber One. He tours past hits by singers like Donna Lewis and Ylvis in search of a catchy Uber-themed tune.
DraftKings: Free Bet
Comedian Kevin Hart is making his way through a star-studded party to promote DraftKing’s promotion for free Super Bowl bets.
Pop Corners: Breaking Bad reunion
PopCorners, a Frito-Lay popcorn snack, features Bryan Cranston and Aaron Paul reprising their iconic characters Walter White and Jesse Pinkman from AMC’s hit show Breaking Bad, which has been off the air for 10 years.
Downy Unstopables: The Mysterious Celebrity Revealed
Downey has released a series of teasers about a mystery celebrity who covered her face with a hoodie, saying she’ll continue to smell it until Sunday’s Super Bowl, testing the claim that Downy Unstopables keep clothes fresh that long. In the final ad, he declares it true and goes on a wild ride around the neighborhood.
Hellmann’s: Who’s in the Fridge?
Food puns are on the menu for Hellmann’s Mayonnaise. The brand trapped food-name actors Jon Hamm and Brie Larson in a giant refrigerator. Then comedian Pete Davidson appears.
Rakuten: Clueless collection
First up, we got a short teaser of Alicia Silverstone returning to her iconic role as Cher in Clueless. Now, e-commerce company Rakuten has revealed an extended version of the fashion-focused ad, which pairs Silverstone with Clueless co-star Eliza Donovan. A shortened 30-second version will be broadcast during the game.
Booking.com: Somewhere, everywhere
Melissa McCarthy sings her heart out in a commercial styled like a throwback musical, complete with flashy costumes and big dance numbers. She just desperately wants a vacation booked through Booking.com.
Workday: Rock Star
Workday brings some rock ‘n’ roll glamor to enterprise software by enlisting real-life rockers Ozzy Osbourne, Gary Clark Jr., Joan Jett, Billy Idol, and Paul Stanley to scold “corporate types” for calling each other rock stars.
Michelob Ultra: New Member Day
Beer brand Michelob Ultra is going all-in on a golf theme for football’s biggest day. The celebrity-studded Caddyshack-inspired ad pits tennis superstar Serena Williams against Succession actor Brian Cox in a match for the ages. There is also a version with an elongated cut.
Michelob Ultra: Gossip in full swing
Sports celebrities abound in an ad that pairs beer with a promotion for Netflix’s golf docuseries Full Swing. The ad includes a QR code that unlocks an early viewing of the first episode of the series for a limited time.
Bud Light: Miles Teller dances
Nobody likes to be put on hold, so actor Miles Teller, wife Kelly and their dog Bugsy decide to dance while waiting.
Oikos Yogurt: Deion Sanders and Family
Retired NFL star Deion Sanders and family engage in an epic contest of strength at a family picnic in an Oikos yogurt commercial. Stay out of grandpa’s way or else.
Budweiser: Six degrees of Bud
Bud gives out a six-pack of bottles in an ad that plays up the idea of six degrees of separation. Actor Kevin Bacon (of six degrees of Kevin Bacon fame) narrates. The ad updates Budweiser’s classic tagline: “This Bud is for you.”
Busch Light: The Busch Guide
Outdoorsy Busch Light spokesperson “Busch Guy” has a hilariously confusing encounter with singer-songwriter Sarah McLachlan in an ad that hinges on the definition of the word “shelter.” In the arms of the angel…
Sam Adams: Brighter Boston
Boston-based Sam Adams beer commercials often feature “your cousin from Boston.” In this Super Bowl ad, Sam Adams’ “remastered” Boston Lager inspires a cousin to dream of a “brighter Boston” in which Red Sox and Yankee fans embrace him.
Miller Lite and Coors Light: High-stakes beer advertising
One of the trickier 2023 Super Bowl ads comes from beer giant Molson Coors in partnership with online betting site DraftKings. Eligible viewers can predict how the big game ad for Miller Lite and Coors Light will play out and potentially win a share of $500,000.
Crown Royal: Dave Grohl learns something new
Foo Fighters star Dave Grohl reads a series of items in a teaser for Canadian whiskey brand Crown Royal. What do all these items have in common? Crown Royal’s big game ad will say it all.
Heineken 0.0: Ant-Man and The Wasp
Heineken will cut the noise from Super Bowl beer ads by promoting its non-alcoholic Heineken 0.0 in partnership with Marvel Studios’ Ant-Man and The Wasp: Quantumania. The beer brand kicked off the campaign with a short teaser featuring Paul Rudd as Ant-Man.
Pringles: Made you look
Pringles initially teased the hidden celebrity in its ad, but then revealed it was singer Meghan Trainor. The ad focuses on people getting Pringles cans stuck to their hands. Made you look!
FanDuel: Strike of Destiny
Sports betting site FanDuel will bring an element of suspense with a live ad featuring four-time Super Bowl champion Rob Gronkowski. Gronk, a career tight end, will try to kick a field goal. If successful, FanDuel big-game bettors will earn a share of $10 million in free bets.
Stay tuned for more Super Bowl ads.