The Super Bowl is coming soon and, as brands fall over themselves in a rush to spend exorbitant sums of money in exchange for precious seconds air time for their ads, we’ll be keeping track of them all here.
The Big Game will be taking place at the State Farm Stadium in Glendale, Arizona this year and it will be starting at 10.30 am AEDT on 12 February this year.
This year’s ads are set to hold a few more surprises than previous incarnations, as well. After a decade of hosting the Halftime Show, which often draws more interest than the actual sporting fixture, Pepsi has made way for Apple Music. Similarly, Anheuser-Busch InBev has let its alcohol advertising exclusivity lapse after more than three decades in effect — expect a number of other brewers to tout their wares this year.
Last year, cryptocurrency companies made big splashes with many exchanges and trading platforms making their Big Game ad debuts. But, following a market crash last year and the FTX collapse, it seems likely that these companies will shy away from the limelight and — more importantly, scrutiny.
Click on the links below to jump to specific brands:
- Doritos
- Molson Coors
- Heineken
- Popcorners
- Hellman’s
- M&M’s
- Downy
- Rémy Cointreau
- Booking.com
- Pepsi
- Coca-Cola
- Toyota
- BMW
- Kia
- General Motors
- Meta
- Diageo
- CarMax, Carvana, Vroom
- Fanduel
- TurboTax
- Avocados From Mexico
- DraftKings
Doritos
The Frito-Lay brand has already dropped a teaser of its Super Bowl spot for this year on its Instagram page revealing it will be launching a new Sweet & Tangy BBQ flavour. The ad will be fronted by American rapper Jack Harlow — who likely bagged a very tasty payday indeed.
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The company is also giving fans a chance to feature in the commercial if they send in a “triangle-inspired” dance on TikTok with the hashtags #DoritosTriangleTryout and #Entry. Exciting stuff indeed.
Molson Coors
Molson Coors, brewer of Coors Light, Miller Lite, and Blue Moon, amongst others, will air its first-ever Super Bowl ad after Anheuser-Busch InBev relinquished its exclusive alcohol advertising deal.
Rather than pick just one of the uber-popular Miller and Coors Lite brands to feature, the brewer is pitting both head-to-head. The campaign kicked off with a full-page ad in the New York Times, a can of Miller Lite sits next to text reading “The big game hasn’t tasted this great in 30 years.” A Coors Light can, directly below, is accompanied by the text: “The big game hasn’t been this refreshing in 30 years.”
Exactly what will happen during the 30-second spot has not been revealed, however.
Talking to Molson Coors’ blog, the company’s CMO, Michelle St. Jacques, said, “Well, if I told you, it wouldn’t be any fun, would it?”
Heineken
Heineken has teamed up with Marvel Studios with a 30-second spot promoting Ant-Man and The Wasp: Quantumania which is set to be released on 16 February — four days after the Super Bowl.
The ad will be shown during the first half and is believed to be the first spot focusing on a non-alcoholic beer in the history of the Big Game. The collaboration was first announced with a 15-second teaser.
The broader joint campaign between Heineken and Marvel will see television spots featuring Ant-Man himself, Paul Rudd as Scott Lang, in-store promotion, consumer sweepstakes and broadcast, digital and social media support through to 28 February.
PopCorners
Another chip brand, another teaser.
Popcorners has revealed that Bryan Cranston will revive his Walter White role from Breaking Bad for the company’s first-ever Super Bowl Spot.
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Hellman’s
Hellman’s has a spot at the Super Bowl for the third straight year with a 30-second spot on eliminating food waste.
The spot, called “Make Taste, Not Waste,” is produced by Wunderman Thompson, which has produced the brand’s previous two Super Bowl adverts. Mindshare handled the brand’s media buy for the third year on the spin.
M&Ms
M&Ms has purchased a 30-second spot during the second quarter of the Super Bowl. Gabrielle Dallas Wesley, CMO of parent company Mars, told Brand Innovators that while she was unable to share specifics around the spot, the company was looking to introduce Gen Z and millennials to its brands.
Downy
Procter & Gamble laundry company Downy will run its first Super Bowl ad with a mystery celebrity involved. The spot will be the result of a two-month campaign produced by Saatchi & Saatchi.
This is the second campaign by Saatchi, since it took over the account from WPP Grey. It is also the first campaign led by Ciro Sarmiento, Saatchi New York’s chief creative officer.
Rémy Cointreau
Rémy Cointreau will run its first nation TV advert during the Super Bowl after Anheuser-Busch InBev surrendered exclusive alcohol advertising rights.
The 60-second spot will air during the first quarter and showcase the House of Rémy Martin cognac. Fred & Farid is the agency behind the ad.
“This national campaign reinforces our continued investment in having our brands show up during one of the biggest sports moments of the year and is a major milestone in the growth of Rémy Martin,” said Nicolas Beckers, CEO for Rémy Cointreau Americas.
Booking.com
Booking.com has booked itself a 30-second spot during the fourth quarter. Zulu Alpha Kilo produced the ad. Last year, the travel site tapped Horses & Mules for its debut Super Bowl ad.
It will continue the Booking.Yeah campaign messaging from last year, as well, though Idris Elba, who starred in last year’s spot, has not made the cut for 2023. Talent for this year has yet to be revealed.
Pepsi
Pepsi is going big on its Pepsi Zero Sugar brand this year and its spot will highlight how a recipe review has made it taste more like the regular sugary Pepsi.
Plus, Pepsi said that it will give away 10 million free Pepsi Zero Sugars during the Big Game to people who text “FREE ZERO” to 81234.
Details of the Super Bowl commercial, including the agency and timing, would be announced at a later date, said the company. It marks the first time since 2020 that Pepsi has run an in-game spot. Over the past two years it focused on its half time show sponsorship.
Coca-Cola
Coca-Cola, meanwhile, is sitting out the Super Bowl for a third year in a row.
“We remain focused on bringing moments of Real Magic to life for our fans nationwide this year, including our marketing activation with the NCAA Men’s and Women’s Final Four, among others,” she said, referring to Coke’s “Real Magic” ad campaign.
The brand had previously bought a spot every year since 2006, apart from 2019 when it ran a pre-game spot.
Toyota
Toyota is skipping the Super Bowl this year — the first time since 2017 — as well as sub-brand Lexus.
“Every year we evaluate this advertising opportunity to support upcoming product launches or key Toyota moments,” the company said in a statement. “This year’s timing did not align for our brand.”
The brand did not say where the marketing dollars would be reallocated. Toyota’s lead agency is Saatchi & Saatchi.
BMW
The German automaker ran a Super Bowl ad last year for the first time since 2015. But, it has pulled the plug again and will not run an ad this year.
Last year’s spot, produced by Goodby Silverstein & Partners, focused on the iX electric crossover and featured Arnold Schwarzenegger and Salma Hayek Pinault.
Kia
Kia, however, is going to the Super Bowl this year. Its spot is being handled by David & Goliath, its agency of record.
General Motors
GM has run spots for the last three years but is keeping mum about its plans for this year,
Meta
Last year, Meta reminded us about “Old Friends” and tried to sell the American public on its range of Quest VR headsets.
However, this year, it has no plans to buy any in-game spots.
Diageo
Alcohol giant Diageo will give its Crown Royal whisky the leading role in its 30-second debut Super Bowl spot.
Anomaly is handling the ad and Jake Scott is directing. Diageo’s senior vice president for whiskeys in North America, Sophie Kelly, said that the spot will showcase the brand’s heritage and longtime marketing positioning around gratitude. However, she declined to reveal creative details other than that the spot will feature a celeb and long-time Crown Royal drinker.
CarMax, Carvana, Vroom
None of the three used car retailers will air spots during this year’s Super Bowl.
CarMax did not air a spot during the 2022’s Super Bowl, despite previously airing ads during the Big Game. Carvana made its debut last year with a 30-second spot. Vroom has twice run spots during the game and attracted some controversy in 2021 with an ad called “Dealership Pain,” which poked fun at the car-buying process at traditional dealerships.
FanDuel
The sports betting company has pulled in legendary NFL player Rob Gronkowski to attempt a 25-yard field goal (almost 23 metres in real money) that will be aired live during the first break of the third quarter. If Gronkowski makes the kick, fans who placed a bet on the Super Bowl with FanDuel will win a share of a $10 million pot.
The ad is being produced by Wieden+Kennedy New York. FanDuel will promote the field goal attempt with ads on TV, social, and other digital channels.
TurboTax
TurboTax is returning for its 10th consecutive Super Bowl as part of its brand campaign designed to remind people it has automated tax return tools.
The “Come to TurboTax” campaign, again created by Wieden+Kennedy, will include seven films and culminate with a spot, called “Matchmaker” at the Super Bow featuring Jason Sudeikis.
Avocados From Mexico
Avocados From Mexico is returning to the Super Bowl with a 30-second spot produced by Lerma/, a Dallas-based agency. The agency has worked with the avocado company previously but has never made a Super Bowl commercial.
Avocados From Mexico, meanwhile, has had seven previous Super Bowl ad spots produced by the likes of GSD&M and Energy BBDO.
DraftKings
Betting platform DraftKings is returning to the Super Bowl with a 30-second spot featuring comedian Kevin Hart.
DraftKings’ internal team worked on the creative concept and worked with Hartbeat, Hart’s production company, to produce the spot.
