2017 Super Bowl Advertisers

The go-to place for everything you need to know about the Super Bowl 2017 advertisers. Super Bowl veterans like Budweiser, Netflix, Skittles, Snickers, and GoDaddy came back again this year and were joined by newcomers such as Wendy's, Mr. Clean, Nintendo, and more as Super Bowl LI advertisers. Find everything you need to know about the Super Bowl 2017 advertisers - including the ad buys, the agencies behind them, and the ads they aired during Super Bowl 2017. Get even more with peeks into our exclusive attention analytics revealing how the ads performed during this Super Bowl and the Super Bowls of years past. Watch the commercials in our ad center and find out how they shaped the digital conversation during the game and after.

Netflix

Netflix's ‘Stranger Things’ was the most engaging ad of Super Bowl 51, earning 12.64% of the Digital Share of Voice across all Super Bowl ads. While earning less views than other ads, the spot’s airing was enough to spark over 596.7 million Social Impressions ... more

One 30 Second
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Budweiser

Budweiser returned to the Super Bowl and although they didn’t feature their traditional Clydesdales, the brand did celebrate their 141 years of business with a 60-second commercial. 'Born the Hard Way' showed the story of Budweiser's founder, Adolphus Busch, and his ... more

One 60 second
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Anomaly
Agency

T-Mobile

T-Mobile returned to the Super Bowl for the fourth year in a row with four celebrity filled commercials. Celebrities and T-Mobile’s new product, One, may have been the only things the brand’s creatives had in common. Two of the ads featured Kristen Schaal in NSFW, 50 ... more

Two 60 Sec, Two 30 Sec
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Publicis
Agency

Mr. Clean

Mr. Clean took a seductive approach to Super Bowl advertising with its first-ever Big Game appearance. The cleaning brand’s 30-second commercial, 'Cleaner of Your Dreams,' featured a revamped Mr. Clean ready to tackle the dirty work. The ad was released prior to the Super ... more

One 30 second
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Leo Burnett Toronto
Agency

84 Lumber

84 Lumber made its Big Game debut in Super Bowl 2017. The Pennsylvania-based construction materials company’s 90-second ad was one of this year’s most popular social issue themed ads and featured the story of a young girl and her family’s immigration to ... more

One 90 second
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Brunner, Inc.
Agency

Audi

Audi returned to the Big Game with a 60-second commercial during the 3rd quarter of Super Bowl 2017. The spot, 'Daughter' was one of the politically charged ads of Super Bowl LI, a tactic that paid off for the brand. ‘Daughter’ was one of the most engaging ... more

One 60 Second
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Venables Bell & Partners
Agency

Airbnb

AirBNB aired one 30-second commercial during the 1st quarter of Super Bowl 51. The spot, 'We Accept,' took the number seventh place for the most engaging commercial of game day and took 3.83% of all online Super Bowl conversations during the game. The ad was reportedly ... more

One 30 second
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Kia

Kia returned to the Super Bowl for its eighth straight year with an ad from David & Goliath, its agency of record since 2000. The ad 'Hero's Journey' featured Melissa McCarthy as an eco-warrior, on a journey to protect the whales, icecaps, trees and rhinos. It appeared ... more

One 60 second
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David & Goliath
Agency

Paramount Pictures

Paramount Pictures will be airing in Super Bowl 2017 advertising its upcoming films: Baywatch, Transformers: The Last Knight, and Ghost in the Shell. While the Baywatch ad won't be shared until the Super Bowl, the 'Transformers: The Last Knight' and 'Ghost in the Shell' trailers ... more

Three 30 second
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Buick

Buick returned to the Super Bowl for the second year running with a 60-second ad from EngageM-1. The ad, 'Game,' featured Cam Newton and Miranda Kerr at a pee wee football game and aired during the 2nd quarter. 'Game' was one of the most popular pre-releases and went on to be ... more

One 60 second
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Engage M-1
Agency

Walt Disney Pictures

Walt Disney Pictures returned to the Super Bowl to advertise the fifth installment in the Pirates of the Caribbean film series, 'Pirates of the Caribbean: Dead Men Tell No Tales.' The 45-second spot aired during the second quarter of the Big Game and featured the song 'Ain't No ... more

One 45 second
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Moroch Partners, LP
Agency

Skittles

Skittles returned for its third year as a Super Bowl advertiser during the first quarter of the Big Game. The candy brand continued with its popular 'Taste the Rainbow' campaign for their Super Bowl 2017 spot 'Romance', but moved forward in the campaign with a new agency: ... more

One 30 second
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adam&eveDDB
Agency

Bai

Bai aired one 30-second ad during the second quarter of Super Bowl 2017. The brand's commercial, 'Bye, Bye, Bye' starred Justin Timberlake and Christopher Walken and featured N'Sync's song 'Bye Bye Bye.' The ad was the 15th most engaging commercial of game day. The beverage ... more

One 30 Second
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Universal Pictures

Universal Pictures returned as a Super Bowl advertiser with its 'The Fate of the Furious' movie trailer. The film is the eighth installment of the Fast and the Furious franchise. During last year's Super Bowl, Universal Pictures advertised the fifth installment of the Jason ... more

One 60 second
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Nintendo

Video game company, Nintendo, aired its first ever Super Bowl commercial during the fourth quarter of the Big Game. The 30-second spot, 'Believer,' featured the brand's new gaming console, 'The Switch' and the game 'Legend of Zelda: Breath of the Wild,' both of which are ... more

One 30 second
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Tide

Tide will air a commercial featuring New England Patriots tight end Rob Gronkowski and 'Arrested Development' actor Jeffrey Tambor during Super Bowl 2017. The 37-second teaser, 'Gronk’s Cleaners Discount,' features Rob Gronkowski as a dry cleaner attendant, who hand's over ... more

One 15 & one 75 second
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Saatchi & Saatchi
Agency

Bud Light

Bud Light advertised in Super Bowl 2017, but with a new approach. The beer brewer aired one 60-second commercial with its new tagline 'Famous Among Friends' and revived the original party animal, bull terrier Spuds MacKenzie, as a ghost whose soul can’t rest when friends ... more

One 60 second
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Wieden+Kennedy New York
Agency

National Football League (NFL)

The NFL is bringing back the babies in its Super Bowl 2017 spot, 'Super Bowl Baby Legends.' The 30-second commercial comes from Grey, New York and shows toddler versions of some famous football stars like Michael Irvin, Vince Lombardi, Marshawn Lynch and more. Last year's spot ... more

One 30 Second
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Grey, New York
Agency

Honda

Returning Super Bowl advertiser, Honda, will be coming back with one ad promoting its redesigned 2017 Honda CR-V from its agency of record, RPA. The 60-second ad, 'Yearbooks' is set to air during the game’s second quarter. The ad features a celebrity-filled yearbook, with ... more

One 60 Second
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RPA
Agency

Twentieth Century Fox

Twentieth Century Fox aired a 30-second movie trailer for the 'A Cure for Wellness' movie during the 2017 Super Bowl.

One 30 second
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Coca-Cola

Coca-Cola aired two commercials in Super Bowl LI, but in an unprecedented move, the cola company ran two older ads that had already aired on television. 'Together is Beautiful' and 'Love Story,' which took the number 9 and 21 ranking as the most engaging commercial of game day. ... more

One 30 & One 60 second
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McCann Worldgroup
Agency

Avocados From Mexico

Avocados From Mexico returned to the first quarter of the Big Game after a successful two-year run. The brand's 30-second commercial for Super Bowl 2017 featured Jon Lovitz and came from agency, GSD&M. The ad took the title as the 24th most engaging game day commercial. Last ... more

One 30 second
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GSD&M
Agency

Amazon Echo

Amazon Echo aired three 10-second commercials during the Big Game. The ads, 'Alexa Moments: Buster,' 'Alexa Moments: Finger Lick' and 'Alexa Moments: My Girl' all aired during the 4th quarter. Of the Amazon Echo ads, 'Buster,' featuring a rambunctious Boston Terrier, took the ... more

Three 10 second
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GoDaddy

Super Bowl veteran, GoDaddy, will be advertising in Super Bowl 2017 with one 30-second commercial from Bullish. The ad, 'The Internet Wants You,' encourages viewers to share their interests with the Internet, via GoDaddy, because it "loves what you are doing." GoDaddy ... more

One 30 second
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Bullish
Agency

Google Home

Google's coming to Super Bowl LI with one ad for its voice command virtual assistant device, Home. This will mark the first time it has advertised Home in the Big Game. Details about the creative of the commercial or the agency behind it have not yet been released.

One 60 seconds
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Wendy's

Wendy's took its "Fresh, Never Frozen" messaging to Super Bowl 2017, which marked its first time advertising in the Big Game. In its 30-second spot, 'Cold Storage,' the fast food restaurant encouraged viewers to not "Settle for frozen beef" by showing how the ... more

One 30 Second
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VML
Agency

Mercedes-Benz

Automaker Mercedes-Benz will be returning to the Super Bowl with an ad from its lead agency Merkley & Partners. The ad 'Easy Driver' is the first Super Bowl ad to be directed by the Coen brothers, whose film credits include 'No Country for Old Men,' 'Fargo,' and 'The Big ... more

One 5 & one 30 second
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Merkley + Partners
Agency

Intel

Intel will be airing one 30-second commercial starring Patriots quarterback Tom Brady in Super Bowl 2017. The tech company has already released a teaser for the spot, 'Brady Everyday,' showing how Intel's 360 replay technology can be used. The ad comes from agency mcgarrybowen.

One 30 second
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mcgarrybowen
Agency

FOX

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Wix.com

Wix.com aired one 30-second commercial, 'Chez Felix' during the 4th quarter of Super Bowl 2017. Previous to the Big Game, the brand released a teaser, titled 'Make Your Own Website.' There was also a 48-second and 71-second extended version of the spot, both titled 'Chez Felix,' ... more

One 30 second
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Turkish Airlines

Turkish Airlines aired a 30-second commercial during Super Bowl 2017. The ad, 'Wonder,' featured Morgan Freeman.

One 30 second
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Hulu

Hulu will be airing one 30-second ad for its upcoming original series "The Handmaid's Tale" in Super Bowl 2017. The series is based on the 1985 novel by Margaret Atwood about a dystopian world where women have lost all rights. The ad will air in the second quarter of ... more

One 30 Second
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Wargaming.net

World of Tanks (Wargaming) appeared in its first-ever Super Bowl with two 15-second spots. The spots, 'Real Awful Moms' and 'Teensy House Buyers' appeared together during the first quarter of the Big Game. The ads came from agency Mekanism and were spoofs of reality shows such ... more

Two 15 second
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Mekanism
Agency

National Geographic

National Geographic airied one 45-second ad in Super Bowl LI right after the halftime show. The commercial, 'Bad Romance,' advertises the network's new series about Albert Einstein, "Genius," and comes from McCann New York.

One 45 Second
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McCann New York
Agency

LIFEWTR

PepsiCo announced it's new premium bottled water brand, Lifewtr, will run a 30-second ad during Super Bowl 2017. It will be the brand's Big Game debut. The commercial 'Inspiration Drops' features John Legend's song 'Love Me Now' and the tagline "Art makes life ... more

One 30 second
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Wonderful Pistachios

Wonderful Pistachios cracked onto the Super Bowl 51 advertising scene after a three-year hiatus, with the 15-second commercial, 'Treadmill.' The ad aired during the second quarter of the game and featured the brand's mascot, Ernie the Elephant, who is voiced by WWE Superstar ... more

One 15 second
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Wonderful Agency
Agency

Lexus

Lexus will be airing one 30-second commercial during the second quarter of Super Bowl 2017 for its new LS and LC vehicles. The teaser 'Man & Machine' features actress Minnie Driver as the new voice of the brand and will be coming from the ad agency Team One. Lil Buck is also ... more

One 30 second
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Team One Advertising
Agency

Michelob

Michelob Ultra will be coming back to the Super Bowl with one 30-second commercial from FCB Chicago. The 'Our Bar' ad features fitness enthusiasts such as Crossfitters, cyclists, and runners working hard at their sport and then enjoying Michelob Ultra, as it is only 95 calories ... more

One 30 second
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FCB Chicago
Agency

Samsung Mobile

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Alfa Romeo

Luxury Italian car manufacturer, Alfa Romeo, aired three ads throughout the 2017 Super Bowl. The ads, 'Riding Dragons,' 'Dear Predictable,' and 'Mozzafiato' aired during the 2nd, 3rd, and 4th quarter of the Big Game. 'Riding Dragons' was ranked as the 59th most engaging ad of ... more

Two 30 & One 60 second
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It's a 10 Haircare

It's A 10 Haircare will be making its first Big Game appearance during the third quarter of Super Bowl 2017 with a 30-second ad. The brand will be the first privately owned professional hair care company to air a Super Bowl ad. The spot will be directed by Bryan Buckley and ... more

One 30 second
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Havas Edge
Agency

TOP GAMES INC.

Video game company TOP GAMES INC. will be making its first Big Game appearance during Super Bowl 2017 with one 30-second ad handled by ad agency Butler, Shine, Stern & Partners. The spot will promote a new mobile strategy game and is set to air during the third quarter.

One 30 Second
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Butler, Shine, Stern & Partners
Agency

Febreze

Febreze freshen up the Super Bowl 2017 lineup with one 30-second commercial during the second quarter of the game. The spot 'Halftime Bathroom Break is Coming' asked "Is your bathroom ready?" for the much-needed bathroom break during the "few precious moments ... more

One 30 second
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Grey NY
Agency

Busch Beer

Busch Beer made its Big Game debut at Super Bowl 2017 with one ad from agency Deutsch New York. The ad, 'BUSCHHHHH' features a plaid-wearing mountain man along a rocky stream enjoying a cold, crisp Busch beer and the iconic 'BUSCHHHHH' sound that comes along with it. Busch's ... more

One 30 second
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Deutsch New York
Agency

AMC

AMC advertised during the 2017 Super Bowl with a 15-second tv promo. In the promo, the network announced the end of the football season and the return of the horror drama tv series, The Walking Dead. The promo landed the number 56 spot of the most engaging commercials of Super ... more

One 15 second
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TargetCast tcm
Agency

Snickers

Snickers will be coming back to the Super Bowl for the third year in a row with one 30-second commercial titled 'Curtains' from agency BBDO. The brand released several teasers for the spot, including one announcing that the ad will feature Adam Driver, a showdown, stunt horses, ... more

One 30 second
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BBDO
Agency

KFC

KFC is debuting its first official in-game Super Bowl commercial during the fourth quarter of the Big Game with a 15-second spot. The ad, titled 'Colonel vs. Colonel' features Billy Zane as the Colonel who loves gold so much, he’ll put it on his legs, thighs, and tenders. ... more

One 15 second
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Wieden & Kennedy
Agency

Sprint

Sprint will be returning to the Super Bowl with one 30-second commercial. The 30-second ad, 'No Need For Extreme Measures' is coming from agency Droga5 and is set to air in the game's second quarter. In the ad, a father pushes his SUV over a cliff as a means to fake his death ... more

One 30 Second
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Droga5
Agency

TurboTax

TurboTax will be returning to the Super Bowl for the fourth year in a row with one 45-second spot from Wieden+Kennedy. The commercial is a part of a new campaign called 'Relax There's Turbo Tax.' A teaser, 'Humpty Fall,' has been released ahead of the game. 'Humpty Fall' is ... more

One 45 second
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Wieden+Kennedy
Agency

H&R Block

H&R Block is returning to the Big Game with one 60-second spot in Super Bowl 2017. The commercial will be coming from agency Fallon and will star the brand's spokesman, Jon Hamm.

One 60 Second
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Fallon
Agency

Michelin

Michelin will be making its first in-game Super Bowl appearance with one 30-second ad titled 'I Need You.' In the ad, a father who returns home to learn his wife is pregnant, a woman makes her way to comfort her friend after a breakup, a mother leaves work to see her homesick ... more

One 30 second
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TBWA\Chiat\Day
Agency

Sprite

Sprite participated in the Big Game with a previously aired 30-second commercial.

One 30 Second
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Wieden+Kennedy New York
Agency

FX Network

FX Network ran several show promos throughout the Super Bowl. The network advertised their show 'Legion' four times and 'Feud' twice throughout the Big Game.

One 3, 15 & Two 5, 20 sec
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WeatherTech

Auto accessories maker WeatherTech aired one 30-second ad in Super Bowl 2017, marking its third consecutive year as a Super Bowl advertiser. A teaser, 'Tech Team' was released prior to the game and featured a woman suiting up in WeatherTech gear, which prominently displayed the ... more

One 30 second
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Pinnacle Advertising
Agency

Machine Zone

Machine Zone will be returning to the Super Bowl for the second year in a row advertising its "Mobile Strike" video game, and the third year in a row as a Super Bowl advertiser. The ad is said to come from agency 215McCann. Last year, the brand aired one 30-second ad ... more

Two 30 second
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American Petroleum Institute

American Petroleum Institute aired one 30-second commercial during the first quarter of Super Bowl 51. The ad took the 79th standing as the most engaging commercial of Game Day.

One 30 second
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FIJI Water

FIJI Water made its Big Game debut during the 3rd quarter of Super Bowl 51. The 15-second ad titled 'Nature's Gift.' The ad has previously aired on TV, starting in 2016. The ad was created by the Wonderful Agency, the brand's in-house agency.

One 15 Second
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Wonderful Agency
Agency

Persil ProClean

Laundry detergent brand Persil ProClean will be making its second Big Game appearance in Super Bowl 2017. Persil ProClean released a "To be continued..." teaser, titled 'A Certain Science Guy Makes a Mess.' In the teaser, Peter Hermann renews his role as the dashing ... more

One 30 second
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TBWA Worldwide
Agency

Squarespace

Squarespace is set to have two commercials air in its fourth consecutive Super Bowl. The web services brand will advertise with a 60-second commercial during the pre-game and a 30-second commercial during the first-half of the Big Game. The 60-second ad, 'Who Is ... more

One 30 & One 60 second
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John X Hannes
Agency

King's Hawaiian

King's Hawaiian is making its first Big Game debut with a 30-second commercial during the first ad spot of the fourth quarter of Super Bowl 2017. The spot, 'False Cabinet,' features a father, who hides the King's Hawaiian rolls and a child who uncovers his father's crafty King's ... more

One 30 second
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Levit Agency
Agency

SoFi

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One 30 Second
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Proactiv

Proactiv aired one 30-second commercial in Super Bowl 51.

One 30 Second
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Positive Coaching Alliance

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