Super Bowl 58 is right around the corner and that means viewers can count on brands that will use the big game to grab their attention. More than 115 million people tuned in to last year’s event. Super Bowl Sunday is one of the biggest stages in the world and advertisers continue to pour money into campaigns.
In 2023, Tubi misled the public with his trick to change the channel. This year, as in previous years, ads will aim to entertain you, inform you, make you laugh or dazzle you into spending money. Celebrity cameos are everywhere, as are the beer and food, and there are a handful of newcomers to the scene as well. To finish, DoorDash will deliver all items as seen in a Super Bowl commercial about a winner, including new cars, candy, and a giant bucket of mayonnaise. Here’s a look at the ads that have appeared so far, ahead of Sunday’s game.
T-Mobile: Flashdance with Jason Momoa, Zach Braff, Donald Faison
Jason Momoa hits a high note and performs a superhuman backflip in this light-hearted T-Mobile ad that pays homage to the 1983 film Flashdance. The ad also stars Zach Braff, Donald Faison and, briefly, Jennifer Beals.
Reese’s Cups: big change
Reese’s makes a big announcement about a new candy and it’s a little chaotic. She waves at a different kind of Reese’s Cup.
Paloma: Self-love for girls.
In its ad, Dove draws attention to the problem of girls dropping out of sports due to low body confidence.
Michelob: “Things are getting to Messi”
Lionel Messi orders Michelob at a beach bar and ends up whizzing across the sand with his dazzling footwork while waiting for his beer. Not only does he impress Jason Sudeikis, aka Ted Lasso, but Leo also catches a pass from another Miami football star (the other kind of football): Dan Marino.
BMW: moves like Walken
Acting legend Christopher Walken draws endless imitators in this BMW ad that also features a surprise appearance from this year’s Super Bowl halftime performer Usher Raymond.
State Farm: Like a good ‘neighbor’
Arnold Schwarzenegger is interested in this action-packed ad that pokes fun at his pronunciation of the State Farm slogan.
Dynamite Doritos: Snack Battle
Doritos has been teasing more flavors and a new shape for its Dynamite snacks. This time, the campaign features Jenna Ortega with a couple of cool grandmas. Dina and Mita are the real stars here.
Popeyes: Ken Jeong defrosts
Ken Jeong catches up on what he missed after being cryogenically frozen for 52 years. Not only are there new breeds of doodle dogs, but Popeyes has permanently added chicken wings to the menu.
E-commerce: babies demonstrate their skills
A staple during Super Bowl season, the E-Trade Babies are back to trading pickleball barbs while playing “baby tennis.” Winning by talking trash is not the goal, but the sales pitch can get their attention.
Starry: Ice Spice’s new love
Starry is Pepsi’s lemon-lime replacement for Sierra Mist, and the brand is capitalizing on that angle by recruiting Ice Spice to ditch an ex for something new.
Booking.com: Tina Fey everywhere
Tina Fey uses the digital travel agency to do the opposite of limiting her options and instead hire other versions of herself. A pair of her 30 Rock co-stars fill in for Splurgy Tina and Rustic Tina, while Glenn Close makes a cameo on horseback.
STōK Cold Brew: Featuring Sir Anthony Hopkins
In a role in which Anthony Hopkins brings seriousness and humour, this advert puts him in the shoes of Wrexham AFC’s mascot.
Pringles: Chris Pratt with a mustache
How is Chris Pratt similar to the Pringles mascot? Equipped with a strong mustache, he unlocks his phone with a snack jar and lands a career-defining role as “Mr. P” in the brand’s big gaming commercial.
Coors Light: Cold Train
Coors invites viewers to relax with LL Cool J as he drives the famous train across the country at 900 miles per hour.
Google Pixel: guided framework
Google’s announcement highlights Guided Frame, an AI-powered accessibility feature for Pixel phones. Be warned: it’s a real tearjerker.
Hellmann’s: the cat’s meow
In this mayonnaise brand ad, a chatty kitten helps save Kate McKinnon from unappetizing leftovers. The vocal cat becomes a sensation, giving motivational speeches and even dating Pete Davidson.
Uber Eats: forgetful friends
Friends stars Jennifer Aniston and David Schwimmer meet, but it doesn’t happen as you might expect in this star-studded Uber Eats commercial.
Lindt Chocolate: It’s a ball
A Lindor truffle takes flight in Lindt’s Super Bowl ad, a cozy spot set to Perry Como’s 1957 song Round and Round.
Mountain Dew: Parks and Recreation Meeting
The Mountain Dew ad brings Aubrey Plaza and Nick Offerman together for a shot of Baja Blast and a ride on huge dragons.
Pluto TV: Cultivating couch potatoes
You’ll never look at “couch potatoes” the same way again after watching this ad set on an unconventional farm.
Budweiser: Bring on the Clydesdales
Budweiser’s fan-favorite Clydesdales deliver beer in a snowstorm. The hike becomes difficult, but a cute canine helps.
Drumstick: A peculiar airplane scene
You may or may not cringe at this commercial starring Eric André for the sundae cone brand, which shows people making strange noises while eating their desserts.
M&M’s: Comfort Ring
This M&M’s ad features a strange concept: diamond rings made with M&M’s peanut butter. The point of the rings? To provide solace to the Super Bowl contenders (or in Scarlett Johansson’s case, the Oscar nominees) who didn’t win.
Bud Light: genie in a bottle
When Bud Light Genie is released, a group of friends want Post Malone, Peyton Manning and, of course, a lot of beer.
Nerds: Dance with Addison Rae
Flashdance… What a feeling it is to have a moment in this Super Bowl. A new Nerds character dances to the song and then Addison Rae eats a bag of Nerds Gummy Clusters.
Oreo: everyone is doing the twist
Do you like to eat Oreo cookies by breaking them in half? The Oreo ad incorporates the technique of snacking, imagining versions of historical moments in which people make decisions by twisting two halves of a cookie to open them. For example, Kris Jenner relies on a twist when deciding whether to dedicate herself to reality TV.
Volkswagen: 75 years
Volkswagen, which is celebrating its 75th anniversary in the United States, will run an ad during the big game.
Etsy: A tasteful gift
What gift is as good as the Statue of Liberty? In this announcement, Etsy takes advantage of its new AI-powered feature called Gift Mode to answer that question.
Toyota: ‘Woah, woah, woah’ handle
In Toyota’s ad, several occupants of a 2024 Tacoma refuse to let go of the passenger side handle.
BodyArmor: AI madness
Things start off pretty bad in this ad for sports drink brand BodyArmor. The AI spot includes San Francisco 49ers running back Christian McCaffrey.
Ghosts: movie time
Ghosts watching the 1990 movie Ghost? That’s what’s on display in this promo for the CBS comedy called, you guessed it, Ghosts, which premieres its third season on February 15.
The Foundation to Combat Antisemitism: Dr. Clarence B. Jones
The Foundation to Combat Antisemitism, founded by New England Patriots owner Robert Kraft, is launching an ad featuring Martin Luther King Jr.’s advisor and speech drafter Dr. Clarence B. Jones . Advance is available on Vimeo here.