Super Bowl LX is nearly here, with the Seattle Seahawks taking on the New England Patriots in Santa Clara, CA on February 8.
The game has plenty of storylines — the post-Brady/Belichick Patriots trying to make their mark; Seattle quarterback Sam Darnold’s redemption arc — and features a rematch of a memorable 2015 Super Bowl won by the Patriots on the game’s final play. Despite all of that, let’s face it: Many of the 100 million-plus people tuning in are mainly looking forward to the halftime show and the ads. Especially the ads.
NBCUniversal, which will air the game on NBC and Telemundo as well as streaming it for Peacock subscribers, sold out of Super Bowl ad inventory last September. Rates for a single ad eventually hit a record $10 million. The month has been dubbed “Legendary February” by NBCU, which will also bring broadcasts of the Winter Olympics from Milan-Cortina, Italy, and the NBA All-Star game from the Intuit Dome, home of the L.A. Clippers.
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Celebrities are back in the Super Bowl ad mix, continuing a trend over the past few years, with a glittery roster featuring everyone from Kyle Kelce to Ben Stiller to Emma Stone. Clean-cut, upbeat comedy will once again be the dominant mode, though a few advertisers will try to tug at the heartstrings or take big branding swings.
Teasers have become more popular. Brands look to workshop their campaigns on social media and sometimes even in pre-Super Bowl linear timeslots by releasing 6- or 8-second versions of what will air as a 30-second spot. Often, the on-air 30 will be offered in extended 60- or 90-second versions on YouTube.
Below are all of the spots that have gone online thus far. Be sure to keep checking back, as we add more ads through kickoff.
Emma Stone Stars In Squarespace Spot
Squarespace’s 12th Super Bowl ad will feature Poor Things Oscar winner and Bugonia Oscar nominee Emma Stone. Airing between the first and second quarters of the big game, the ad spot marks the latest collaboration between Stone and Yorgos Lanthimos, with a tearful teaser from the actress having launched, hinting at a mysterious building in black and white tones.
Kurt Russell And Lewis Pullman Lead Michelob Ultra Commercial
Image Credit: Michelob Ultra
Actors Kurt Russell and Lewis Pullman (Thunderbolts*) make their Super Bowl commercial debut in a spot for Michelob Ultra. The ad will also feature Olympic gold medalist Chloe Kim and Olympian and NHL champion T.J. Oshie. Greg’s friends seem to depend on him as their credit card. Top Gun: Maverick and F1 filmmaker Joseph Kosinksi directed the commercial.
Benson Boone & Ben Stiller for Instacart
Image Credit: Instacart
Ben Stiller – director, actor, writer, and producer – stars alongside multi-platinum recording artist Benson Boone, in a spot directed by award-winning filmmaker and director Spike Jonze. Stiller plays Gary and Boone plays John. Sadly there is no flip from Boone so far.
Bowen Yang Brings Salty Humor To Ritz Crackers Commercial
Image Credit: Ritz
Bowen Yang brings the saltiness to a teaser for Ritz’s big game ad, featuring him picking up a shell-phone and quipping to someone on the other line whom he promises not to call “prosciutto.” Hopefully that means another celebrity guest. Last year, Ritz rounded up Aubrey Plaza, Bad Bunny and Michael Shannon for their ad spot.
Rob Riggle As Guac Guru
Image Credit: Avocados From Mexico
Rob Riggle serves as Avocados from Mexico’s Guac Guru and participates in the controversial move of double dipping for the Super Bowl ad about guacamole and golden dip chips. Note that the golden dip chip is not actually edible!
Kylie Kelce Teams Up With Dove
Kylie Kelce, wife of former Philadelphia Eagles center Jason Kelce, has partnered with Dove for a commercial this year.
Sabrina Carpenter Is Sweet & Salty In Pringles Ad
Image Credit: Pringles U.S.
“Taste” singer Sabrina Carpenter teamed with Pringles to lead a commercial for the crisp chips. In the clip, she plucks chips from a rose with Pringle petals, saying “He loves me” and “He loves me not.”
Victoria Justice Stars in SVEDKA Commercial For Sazerac
Image Credit: Sazerac
Sazerac Company recruited Victorious star Victoria Justice to appear in SVEDKA Vodka’s first ever Super Bowl Commercial.
‘Lord of the Rings’ Star Elijah Wood Gets Summoned By Skittles
Lord of the Rings star Elijah Wood plays a magical creature summoned by a horn to deliver skittles. The ad was first reported by People Magazine.
Adrien Brody Brings ‘Brutalist’ Acting Chops To Turbo Tax Ad
Image Credit: Turbo Tax
Two-time Academy Award winner Adrien Brody (The Brutalist, The Pianist) will bring the drama to a TurboTax ad spot, the 13th consecutive one for the company. Last year’s commercial featured Issa Rae weathering gale force winds with a box of paperwork to get the task done.
Fanatics Sportsbook Bets On Kendall Jenner
Kendall Jenner brings some of her ex-boyfriend lore to a commercial for Fanatics Sportsbook, a betting program she claims to have used to make money on her former pro-athlete beaus.
EJAE Sings For Liquid I.V. Commercial
KPop Demon Hunters star vocalist EJAE, who is Oscar-nominated for the song “Golden” in the Netflix animated film, has joined Liquid I.V. for an ad this year.