The NFL ran four commercials during the Big Game on NBC with the final, 60-second spot focusing on touchdown celebrations.
T-Mobile ran a minute-long spot with a message of equality in the third quarter of Super Bowl LII. The spot featured an array of babies and was set to the tune of a lullaby version of Nirvana's "All Apologies."
Marvel released a trailer for the upcoming "Avengers: Infinity War" installment of the MCU during the third quarter of Super Bowl LII.
During halftime, USA Network ran a 20-second ad promoting its upcoming show, "Unsolved: The Murders of Tupac & The Notorious B.I.G."
Tourism Australia aired a minute-long fake movie trailer for the sequel to "Crocodile Dundee" featuring Danny McBride as the legend's son, Chris Hemsworth as the guide, and, of course, a cameo appearance from Paul Hogan, the original man himself.
In the second quarter of Super Bowl LII, Netflix ran a 30-second spot for "The Cloverfield Paradox," which was immediately released on Netflix after the Big Game spot aired.
uCool ran a 15-second commercial for "Heroes Arena" in the first quarter of Super Bowl LII.
SKECHERS ran a 15-second commercial featuring Howie Long during the first quarter of the 2018 Big Game.
The first trailer for "Solo: A Star Wars Story" made its debut during Super Bowl LII. The movie will feature Alden Ehrenreich as the titular character alongside Daniel Glover, who is playing Lando Calrissian.
McDonald's aired one commercial in the Super Bowl LII pregame.
TD Ameritrade aired one commercial in the Super Bowl LII pregame featuring Lionel Richie.
Mercedes-Benz aired one commercial in the Super Bowl LII pregame.
MassMutual aired one two-minute commercial in the Super Bowl LII pregame.
Pizza Hut aired one commercial in the Super Bowl LII pregame featuring Terrell Owens.
Twentieth Century Fox aired one spot promoting the upcoming film "Red Sparrow" in the Super Bowl LII pregame.
HBO has announced it will be airing a promotion for the greatly anticipated second season of Westworld during Super Bowl LII—the brand's first Super Bowl commercial in two decades. The cryptic teaser shows a system override message after a user implores the viewer to "please get help."
Fiat Chrysler, the parent brand of Ram Trucks, is making a big splash in the 2018 Big Game with a purchase of five spots to promote Jeep and Ram Trucks. While little else has been reported, there will be two ads in the second quarter and one in each of the other quarters.
Fiat Chrysler, the parent brand of Jeep, is taking up a lot of room in the 2018 Big Game with a purchase of five spots to promote Jeep and Ram Trucks—a total buy rivaled only by Anheuser-Busch. While little else has been reported, there will be two ads in the second quarter and one in each of the other quarters.
Wix is making a surprise showing in the Super Bowl after vowing to forego TV advertising, including the Super Bowl, in order to focus on digital ads. However, after a pot-sweetening deal from NBC, Wix is returning with its fourth consecutive Super Bowl commercial which will feature YouTube stars Rhett & Link. The YouTube duo behind "Good Mythical Morning" have been creating digital videos to promote Wix since October, 2017.
Blacture is making its debut on the grand stage of Super Bowl LII to promote itself as a platform for black culture in America. The force behind Blacture, Pras, a founding member of iconic hip hop band The Fugees, is launching the digital platform to "promote black excellence and increase awareness and understanding of the tremendous influence the black artistic community has on American culture." The ad will air in the third quarter of the Big Game, and the site itself is set to launch in March.
Turkish Airlines' Super Bowl LII commercial will feature famous TV personality and heart surgeon Dr. Oz and kick off the brand's "Five Senses" ad campaign. The last time Turkish Airlines was in the 2016 Big Game with a cosponsored ad to promote "Batman v Superman: Dawn of Justice."
Sprint has released two teasers for its Super Bowl LII commercial featuring Evelyn, a robot who has learned the art of the selfie, among other human activities. Sprint is going to at least be joined by Verizon in representing the wireless market in the Big Game.
The only fast food brand thus far to pre-release a Big Game ad, Wendy's is using its 30 seconds to freeze out McDonald's. In its generally anti-ice Super Bowl LII commercial—even going so far as to bring up the iceberg that sunk the Titanic—Wendy's promotes its never frozen beef patties and suggests viewers "skip the hamburgers at the frozen arches."
Amazon is set to air a 60-second spot during Super Bowl LII showcasing its upcoming "Tom Clancy's Jack Ryan" series, starring John Krasinski. The trailer features a cover of Bob Dylan's "All Along the Watchtower" by Devlin (featuring Ed Sheeran) and is set to air after the halftime show.
In the brand's first Super Bowl TV ad since 2010, Peyton Manning takes a family to Universal Parks & Resorts in Orlando and Hollywood to coach them on how to have a great time at the parks.
E*TRADE is returning to the Super Bowl after a five-year break. Slated to run in the second quarter of the Big Game, the financial services company will use this commercial to center on the importance of saving for retirement. The talking baby, however, will not be making a return to the Super Bowl.
David Harbour, who plays Sheriff Hopper on the Netflix mega hit "Stranger Things," will replace Terry Bradshaw as Tide's spokesman in its Super Bowl LII commercial. Bradshaw represented Tide in 2017's Big Game spot with a stain on his shirt that quickly gained fame. The teaser for the detergent brand's Super Bowl LII commercial shows the erstwhile spokesman locked out of his trailer, which is now presumably occupied by Harbour, promising a "cleaner clean."
After the recent launch of Diet Coke's "Because I Can" campaign—which features celebrities like Gillian Jacobs and Karan Soni—the brand announced they will make an appearance in the second quarter of Super Bowl LII. This spot marks the brand's first since Super Bowl XXXI in 1997.
Amazon is running a 90-second commercial during the fourth quarter of Super Bowl LII in which the online retailer explores what would happen if Alexa lost her voice. Jeff Bezos, Amazon's founder and CEO, has a prominent role in the brand's Big Game spot.
In its Super Bowl LII commercial, Febreze is introducing a man whose "bleep don't stink" to the world. His name is Dave. The spot, which was handled by Grey, New York, will run during the second quarter of the Big Game and aim to continue Febreze's successful run of funny Super Bowl ads.
Persil ProClean is making its third consecutive Super Bowl appearance on Feb. 4. The ad will once again star Peter Hermann, whose character is simply known as "The Professional."
In back-to-back Super Bowl spots, PepsiCo will promote Doritos and Mountain Dew by pitting brand ambassadors Morgan Freeman (representing Mountain Dew Ice) and Peter Dinklage (fighting for Doritos Blaze) against each other in a battle between Ice and Fire—or Blaze, rather—that just might be enough to mollify Game of Thrones fans for at least one Sunday this year.
Returning to the Super Bowl after promoting its successful show, "The Handmaid's Tale," in Super Bowl LI, Hulu is set to air a yet-unannounced creative. Hulu's first ever Super Bowl commercial in 2009 featured Alec Baldwin and focused on the brand instead of a specific show.
While its competitors Sprint and T-Mobile have been Super Bowl mainstays for the last few years, Verizon hasn't made an appearance in the Big Game since 2011.
Returning to the Super Bowl for the fifth consecutive game, Squarespace is once again tapping an A-list actor in Keanu Reeves, who uses Squarespace for his motorcycle company, Arch Motorcycle. Last year, Squarespace's Emmy-winning Big Game ad titled "Calling JohnMalkovich.com" showed John Malkovich angrily interacting with the current owner of his desired domain name. The website building company is producing its Super Bowl LII commercial internally.
After staying on the sidelines during Super Bowl LI, Toyota is coming back in a big way with two full-minute commercials along with one 30-second spot. One ad will air during the first quarter and focus on the upcoming Winter Olympics, which are also airing on NBC, and another will run during the Super Bowl LII halftime report—which is also sponsored by Toyota—and act to highlight the brand's vehicles.
The luxury automotive brand will return to the Super Bowl for the second year running with a spot tied-in with "Black Panther," Marvel's newest super hero film. The new Super Bowl commercial will showcase the 2018 Lexus LS, the release of which coincides with that of "Black Panther."
NBC will heavily promote the upcoming 2018 Winter Olympics in Pyeongchang during Super Bowl LI with five 60-second commercials featuring athlete stories. The Winter Olympics begin on Feb. 9, just five days after the Super Bowl.
Instead of focusing on one of their smaller brands, the Kraft Heinz Company is taking out an ad in this year's Super Bowl to promote Kraft, the producer of a variety of sauces and condiments, Kraft Singles and more. This Super Bowl commercial will air during the third quarter and continue the brand's "Family Greatly" campaign that eschews the use of actors in favor of real families.
Pepsi is recruiting Cindy Crawford to recapture the 1992 classic "New Can (Two Kids)" Super Bowl commercial. The super model will appear with her 18-year-old son, Presley Walker, to kick-start the soft drink brand's forthcoming "Pepsi Generations" campaign to celebrate the generations of people who drink Pepsi. A frequent sponsor of the Super Bowl Halftime Show, this marks Pepsi's 28th Super Bowl appearance.
Michelob Ultra will join sister companies Budweiser, Bud Light and Stella Artois in Super Bowl LII. In 2017, the brand aired a 60-second spot, 'Our Bar,' which featured fitness enthusiasts and the song 'Where Everybody Knows Your Name' by Gary Portnoy.
Monster Products, the speaker and headphone producer, is teaming up with Australian Rapper Iggy Azalea to make its very first Big Game appearance in Super Bowl LII.
The perennial Big Game advertiser will return once again for Super Bowl LII. In 2017, Budweiser ran "Born the Hard Way," which showed the story of the company's founder, Adolphus Busch, and his journey from Germany to America, where he met his future business partner, Eberhard Anheuser. For the 2018 Big Game, the domestic beer giant will focus on their water distribution efforts for Americans affected by hurricanes and wild fires. Budweiser will be among its fellow Anheuser-Busch InBev brands Bud Light, Michelob Ultra and Stella Artois.
Paramount Pictures will be returning to the Super Bowl with a single spot promoting "Mission: Impossible – Fallout." In Super Bowl LI, the studio advertised several films, including Baywatch, Transformers: The Last Knight, and Ghost in the Shell.
Universal Pictures will return as a Super Bowl advertiser in Super Bowl LII. In 2017, the studio aired two spots during the Big Game, one for the "Jason Bourne" film and "The Secret Life of Pets" films, which earned the 14th and 55th spot, respectively, for game day digital engagement.
While the software company isn't new to the Super Bowl, it has never run a corporate brand spot. Intuit TurboTax has been a regular Super Bowl advertiser since 2014; Intuit Quickbooks has given away 30-second spots to lucky small businesses in the past, bringing girls' toy marketer GoldieBlox to the big stage in 2014 and awarding Death Wish Coffee a free Super Bowl spot in 2016. Now the parent company will highlight itself in the Big Game with a 15-second spot with creative by Phenomenon and Passion Animation Studios.
TurboTax is back for its fifth consecutive year with a 60-second spot in the Big Game. Last year TurboTax aired a spot with Humpty Dumpty, who after his fall is in the hospital and accesses his TurboTax app to ask questions about these unforeseen medical expenses. Parent company, Intuit, will also be debuting its first corporate brand spot this year.
Bud Light is bringing the "Dilly Dilly" campaign to the Super Bowl. Inspired by "Game of Thrones" characters, the medieval beer toast campaign, created by Wieden & Kennedy New York, continues to be a big hit across social media this NFL season. We can't wait to see what's in store for this 60 second finale.
Pringles, a Kellogg company, will air its first-ever Big Game commercial during Super Bowl LII. "Saturday Night Live" alumnus Bill Hader will star in the spot, centered around stacking various flavors of the crisps to create unique taste combinations. A pair of teasers documents Hader on set as he tries out different accents and pontificates about halftime shows. The Grey Global Group-produced spot is set to air during the second quarter of the 2018 Super Bowl. Kellogg plans to release the spot Jan. 25 on YouTube before its TV debut.
Groupon will run its first Super Bowl commercial since 2011 in between the third and fourth quarters. The Big Game commercial, titled "Who Wouldn't," will feature actor/comedian Tiffany Haddish and make the case for using Groupon to support neighborhood businesses. O'Keefe Reinhard & Paul is the agency behind the creative.
After sitting out of Super Bowl LI, Doritos is coming back to the Big Game in 2018. This time, however, their commercial won't be crowd-sourced as in years past with the "Crash the Super Bowl" campaign, but rather developed by the agency Goodby, Silverstein & Partners. "Game of Thrones" star Peter Dinklage will represent Doritos Blaze as he faces off against Morgan Freeman, standing in for Mtn Dew Ice. PepsiCo, which owns both brands, will air two 30-second spots – one for each product – back to back during Super Bowl LII.
Hyundai is running a yet-undisclosed number of commercials in the 2018 Super Bowl, which marks the brand's third consecutive Big Game appearance. The auto maker promised to surprise millions of people in a teaser that aired during the AFC and NFC Championship games. The preview references the brand's 2017 Super Bowl TV spot, "Operation: Better," which was created and produced during the game and ran in the post game.
Avocados From Mexico is back for their fourth consecutive Super Bowl—this time featuring Chris Elliot spoofing inspirational progamming—with another 30 second spot showcasing the fruit's versatility. The brand's 2017 Super Bowl commercial featured Jon Lovitz, came from agency GSD&M and was ranked as the 24th most engaging game day commercial.
M&M’s is returning from a three-year hiatus to Super Bowl 2018 with one 30-second spot featuring Danny DeVito as the Red M&M who has come to life thanks to a lucky penny. The spot will be produced by BBDO New York and will air during the first quarter of the game. M&M’s last Super Bowl appearance was in 2014. The candy company has also released a teaser titled "Critics Review" showing a critic heaping praise on the unreleased M&M's Super Bowl LII commercial.
Kia is returning to Super Bowl for its ninth consecutive year with an ad from David & Goliath its agency of record since 2000. The automaker will run one spot in this year’s Super Bowl. Kia has historically been a strong performer at the Super Bowl and is no stranger to using celebrities in its Super Bowl ads. Last year, Kia’s ad "Hero's Journey" featured Melissa McCarthy as an eco-warrior, on a journey to protect the whales, icecaps, trees and rhinos. It appeared during the 3rd quarter of the Big Game and was one of the Super Bowl’s most engaging game day commercials, earning more than 3% of Digital Share of Voice. In 2016, the 60-second spot, "Walken Closet," starring Christopher Walken, came in 31st place by digital engagement on game day. In 2015, Kia’s action movie parody "The Perfect Getaway," Pierce Brosnan placed 29th with 0.98% Digital Share of Voice. Kia’s Matrix-themed ad of 2014, "The Truth," placed 4th in our game day rankings, earning 7.13% Digital Share of Voice.
Stella Artois will advertise in the Super Bowl after seven years with another spot from Mother in partnership with Water.org. The 2018 Big Game commercial will feature Matt Damon promoting clean drinking water for people in developing nations. Stella's original Super Bowl debut was back in 2011 featuring an ad starring actor Adrian Brody.
Coca-Cola looks to unveil a new ad in the 2018 Super Bowl, which will be their 12th consecutive Super Bowl appearance. Last year the cola company ran two older ads that had already aired on television. "Together Is Beautiful" and "Love Story," which took the number nine and 21 ranking as the most engaging commercial of game day.
Auto accessories maker WeatherTech is set to air one 30-second commercial in Super Bowl 2018, marking its fifth consecutive year as a Super Bowl advertiser. Last year's ad, "Tech Team," featured a woman suiting up in WeatherTech gear, which prominently displayed the WeatherTech logo and the slogan "Made in America." The creative for the 2018 Super Bowl ad is being handled by Pinnacle Advertising, the same agency as Super Bowls past.