Super Bowl Ad Center/2020
2020 Super Bowl Advertisers
Universal Pictures
Universal Pictures is returning to the Big Game with a trailer for its upcoming blockbuster "Fast & Furious 9." This compliments the 2019 Super Bowl, in which the studio advertised its Fast & Furious spinoff film, "Hobbs & Shaw."
Walt Disney Pictures
Walt Disney Pictures will appear in this year's Big Game with a trailer for its upcoming film, "Mulan."
Microsoft Surface
Microsoft Surface will run a 60-second spot during Super Bowl LIV to highlight a sports pioneer -- one who also happens to have a pretty important role in this game. Katie Sowers is an offensive assistant coach for the San Francisco 49ers, and the first woman to coach in the NFL playoffs and the Big Game. The spot will tell the story of her lifelong love of sports, and Sowers is glad to be paving the way -- asked about the ad, she said that things like gender, sexual orientation and skin color should never limit how far one can go.
T-Mobile
T-Mobile is returning to this year's Big Game with a 60-second spot starring "Black-ish's" Anthony Anderson and his actual mother, Doris Hancox. The ad shows Hancox scrupulously testing T-Mobile's 5G everywhere from the aquarium to the movie theater to the club after Anderson switches her and tells her how good the service is.
Last year the mobile provider ran four spots, including this one that captured the common struggle of responding to texts.
Amazon Prime Video
Amazon Prime Video will once again make itself visible in the Big Game, this year with a 60-second spot plugging its new series, "Hunters," a drama starring Al Pacino that follows a band of Nazi hunters around 1970s New York who are trying to thwart a Fourth Reich. This show can be streamed starting February 21, 2020.
Quibi
Quibi, the new subscription service that offers news and entertainment content in digestible lengths, will take to Super Bowl LIV to run a 30-second spot shortly after kickoff. The commercial will show a group of bank robbers where two key members are using the service in the limited time they have to escape. Quibi is probably best used when there aren't sirens blaring in the distance.
GMC
GMC will use Super Bowl LIV to revive the Hummer brand and show off its new electric vehicle. This 30-second spot out of Leo Burnett Detroit will star LeBron James, and while it was originally slated to be pre-released, those plans changed in the wake of Kobe Bryant's tragic death.
Jeep
With a 60-second spot for Jeep, Fiat Chrysler will return to the Big Game after a year-long hiatus that followed a 10-year streak of appearances. While the automaker is known for star-studded and big-budget commercials, it has declined to reveal creative details, though it is speculated that Bill Murray will star in a reprisal of his leading role in 1993's "Groundhog Day."
FCA made a splash in 2018 when it invoked the words of Dr. Martin Luther King, Jr. in this Ram spot.
Walmart
Walmart is taking one small step into Super Bowl LIV and one giant leap into sci-fi lore with a minute-long spot set to air during the first quarter of the Big Game. The brand will use a starship load of space opera icons of this and yesteryear -- from the Guardians of the Galaxy to Flash Gordon -- to promote its Walmart Pickup service, for which it appears no galaxy is too far, far away.
Google Assistant
In its fourth consecutive year in the Big Game, Google will use an emotional appeal to demonstrate the usefulness of the Google Assistant. Created in house, this 90-second spot will show how AI technology can help an elderly man remember endearing details about his recently-deceased wife. The voice heard throughout this ad is that of an employee's grandfather -- a man making his film debut at the age of 85.
Reese's
In Hershey's first Super Bowl ad in over a decade, and in child brand Reese's debut Super Bowl appearance, agency McGarryBowen is teaming up with the candy manufacturing giant for a 30-second spot promoting Reese’s Take5. The commercial will mark the first time the company has run an ad
for any of its brands during the Big Game since it did so for Ice
Breakers in 2008.
The ad will be competing against fellow candy bar company Mars Wrigley and its Super Bowl spot for its child brand Snickers.
Rocket Mortgage
To kick off its brand new multi-year deal with the National Football League, Rocket Mortgage is teaming up with Chicago-based agency HighDrive for a humorous spot early in the game starring actor Jason Momoa "like you've never seen him before." The campaign, which will launch during Super Bowl LIV and air through June, will offer a special look into the actor in various situations at home, in keeping with the brand’s mission “to put Americans in homes.”
Check out the 2018 Super Bowl spot by Rocket Mortgage's parent company Quicken Loans, featuring comedian Keegan-Michael Key.
Tide
Tide will return to the Super Bowl this year with a spot out of Woven, New York, staring It's Always Sunny in Philadelphia's Charlie Day alongside Schitt's Creek staple Emily Hampshire, both of whom use their air time to air out their dirty laundry. The brand's parent company, Proctor & Gamble, will air three ads during the Big Game.
In its 2018 spot, Tide challenged conventional Super Bowl ad stereotypes.
Procter & Gamble
Proctor & Gamble will join its affiliates, Olay and Tide, in the Big Game with a 60-second spot during the fourth quarter that will include several of its child brands: Bounty, Charmin, Old Spice, Febreze, Mr. Clean, Olay and Head & Shoulders. The spot is reportedly user-developed and interactive, with technology pioneered by an Israeli startup called Eko, which has previously done work for companies like Coca-Cola.
Genesis
In its Super Bowl debut, Genesis teams up with agency Innocean for a Neal Brennan-directed 60-second spot tackling "old luxury." Starring Chrissy Tiegen and John Legend, the commercial will poke fun at the seriousness of the luxury car segment and introduce a fun and approachable "new luxury" tailored to younger audiences.
Pepsi Zero Sugar
In its eighth year as a title sponsor of the Super Bowl Halftime Show and its 18th year as an NFL partner, Pepsi will once again be utilizing hefty star power in a 30-second spot with breakout artist H.E.R. and hip hop icon Missy Elliot, promoting Pepsi Zero Sugar and its new black matte can. Check out Pepsi's 2019 Super Bowl spot, another star-studded production featuring Steve Carell, Cardi B and Lil Jon.
Amazon Echo
For the fifth consecutive year, Amazon will use the Super Bowl to promote its Alexa devices. This year, Ellen DeGeneres and her wife, Portia de Rossi, have a thermostat dispute that preempts a historical journey that attempts to answer the question, "What did people do before Alexa?"
Discover Card
After a five-year hiatus, Discover Card is reentering the Big Game fray with two 15-second spots that will air during the fourth quarter. These will be dual commercials that capture a Yes/No dynamic, showing off Discover's acceptance rate and lack of an annual fee, deploying a "wide range of popular movie and television characters," according to the company.
Hard Rock Hotels & Casinos
Hard Rock Hotels & Casinos is making its Big Game debut with a 60-second spot out of VaynerMedia that will air shortly before the halftime show. This inaugural Super Bowl buy comes the year the game is slated to be played at the Hard Rock Stadium in Miami, and the ad was filmed at the new, guitar-shaped Hard Rock Hotel & Casino in Hollywood, Florida. According to CEO Jim Allen, this Michael Bay-directed spot will be a mini story that can subsequently be expanded upon.
Little Caesars Pizza
In its Big Game debut, Little Caesars Pizza will promote a new offering: delivery. Reportedly, the pizza chain will claim to offer "America's Best Value, Delivered," and assert itself as the "best thing since sliced bread" in a creative starring Rainn Wilson. In choosing to run a spot during the Super Bowl, Little Caesars notably breaks the tradition of pizza chains advertising prior to the game to entice large game-day orders.
NFL
Agency 72andSunny is tackling this highly charged 60-second spot for the National Football League, starring retired player Anquan Boldin. The spot relays the story of Boldin's cousin, Corey Jones, who was shot and killed by a police officer while waiting for roadside assistance. The subject matter marks a dramatic turn from the brand's rather lighthearted 2019 Super Bowl ad, which took on a comical tone to celebrate its 100th year.
Verizon
A 60-second spot during the first half of Super Bowl LIV will mark Verizon's third consecutive Big Game appearance. First responders and the life-saving potential of 5G will be the focus, and three preceding ads, set to air prior to the Big Game, will set the stage. In 2019, similarly, first responders took center stage.
Turkish Airlines
Turkish Airlines will return for its fifth Super Bowl with a 30-second spot out of David Miami during the third quarter. Last year the airline celebrated its 85th anniversary with the promotion of its short film, "The Journey."
Planters
After releasing a pre-game spot starring actors Matt Walsh and Wesley Snipes that killed off Mr. Peanut and caused the hashtag #RIPeanut to go viral, Planters has decided to go forward with its Big Game ad depicting the mascot's funeral. There was uncertainty surrounding whether the company would continue its ad push in lieu of apparent similarities to the death of Lakers legend Kobe Bryant. Though the 30-second VaynerMedia-produced commercial is still set to air during second quarter of Super Bowl LIV, the brand is still halting all viral marketing on social media.
Last year’s spot with Alex Rodriguez and Charlie Sheen did not lack for nuttiness.
Squarespace
After a brief hiatus, Squarespace will return to the Super Bowl for the sixth time with a 30-second spot between the first and second quarters. This year, Winona Ryder uses the site-building service to document her journey to find the REAL Winona... Winona, Minnesota, that is.
In 2017, John Malkovich failed to secure the JohnMalkovich.com domain he so coveted.
Cheetos
Chester Cheetah is sprinting back to the Big Game after a decade-long hiatus, and this time he's bringing down the (M.C.) Hammer. In the 30-second spot, the "Can't Touch This" rapper will take a trip down memory lane to that fateful day in 1989 when he got the idea for his most popular song from a rather unexpected place.
Doritos
Doritos is continuing its streak of Big Game buys with a 30-second spot set to air Super Bowl LIV. Actor Sam Elliott and artist Lil Nas X are embarking upon the Old West in an ad that riffs on the musician's 2019 country hit "Old Town Road," and puts the ranch in Cool Ranch.
Take a chance and check out its blast-from-the-past 2019 Super Bowl commercial.
Heinz Ketchup
Heinz is tapping Roman Copolla to direct its first Big Game spot in four years, which will continue to promote its hybrid flavor spreads, and will introduce a new addition: HoneyRacha. This will also be the first time the condiment giant will work with agency Wieden & Kennedy. The brand went viral with its dog-eat-dog commercial from the 2016 Super Bowl.
Budweiser
Another year, another Big Game Budweiser appearance. The ubiquitous beverage will be promoted in a 60-second spot out of David Miami which, per AB InBev’s chief marketing officer, will celebrate American values and the ability of ordinary people to do extraordinary things. The brand brought back the Clydesdale horses in its 2019 spot.
Michelob
Back for more Super Bowl airtime, Michelob will run two 60-second spots out of FCB, including one for Pure Gold, its organic beer. Both ads, like in years past, will focus on the drink’s promotion of wellness.
Bud Light
Bud Light is tapping usual suspect Wieden + Kennedy to give a comedic tilt to its minute-long 2020 Super Bowl spot, which will jointly promote the new Bud Light Seltzer alongside the original beverage. It is one of four ads from Anheuser-Busch brands set to air during the Big Game.
Olay
Agency Badger & Winters is taking the reins on its first-ever Big Game ad for Olay. The skincare brand's second consecutive Super Bowl spot will feature powerhouse celebs such as Busy Philipps, Lilly Singh, Nicole Stott, Taraji P. Henson and Katie Couric headlining its #MakeSpaceForWomen campaign, which will donate $1 to the nonprofit Girls Who Code every time the hashtag is used. Take a stab at Olay's killer 2019 Super Bowl commercial.
SodaStream
It's been more than half a decade since SodaStream made a Game Day appearance, but the carbonation company will return this year for its first Big Game since being acquired by PepsiCo in 2018. Its 30-second spot, directed by Super Bowl ad veteran Bryan Buckley, is set to air just before the halftime show, and will prioritize the reduction of single-use plastics.
Mike Bloomberg 2020
Democratic presidential candidate Michael Bloomberg's campaign will air a 60-second spot during Super Bowl LIV that is critical of President Donald Trump.
Donald J. Trump for President
The reelection campaign for President Donald Trump has purchased 60 seconds of ad space during Super Bowl LIV, though it is as yet unclear whether this will constitute a single minute-long spot or two 30-second commercials. It will be precipitated by a text message sent to supporters in the days leading up to the Big Game.
Coca-Cola Energy
After sitting the main game out last year and breaking a 13-year advertising streak, Super Bowl staple Coca-Cola is returning with a minute-long spot to help with the launch of Coke Energy, which will hit shelves this month. While creative details are still largely under-wraps, cinema icon Martin Scorsese is confirmed to be involved.
TurboTax
For the seventh year running, TurboTax will make an appearance during the Big Game. The 45-second spot will further the tax software company's campaign celebrating the abilities of mankind -- among which is filing one’s own taxes.
Sabra
Sabra is dipping its toe in the Big Game waters for the first time with a 30-second spot produced by VaynerMedia. Nothing has officially been revealed about the creative, but according to a December report from Radar Online, "Real Housewives" Teresa Giudice and Caroline Manzo will take their feud to Super Bowl LIV for the hummus brand.
In its Super Bowl debut, Facebook will air a 60-second spot wherein Sylvester Stallone employs the help of Chris Rock to recreate a famous scene from his breakthrough film, "Rocky."
Toyota
Toyota is returning to the Big Game for the third year straight with a 60-second spot that will begin a new campaign tackling its Highlander SUV. In the meantime, take the automaker's 2019 Super Bowl ads for a test drive.
Snickers
After sitting out the past two Super Bowls, Snickers will return to celebrate the 10-year anniversary of its famous "You're Not You When You're Hungry" campaign, which debuted in a 2010 Big Game ad starring Betty White. This year marks the 90th anniversary of the Snickers brand, and the 98th anniversary of Betty White.
New York Life
For a Big Game return 30 years in the making, New York Life will kick off its 175th anniversary campaign with a minute-long spot set to air between the first and second quarters of Super Bowl LIV. Anomaly will helm the commercial, which the company says will "highlight the values that have been the foundation of New York Life for nearly two centuries."
Avocados From Mexico
Avocados From Mexico is making its sixth consecutive Big Game appearance with a 30-second buy during Super Bowl LIV. The produce giant is tapping four different agencies -- EnergyBBDO, Havas Media, Richards Lerma and Padilla -- to craft a spot that it says "celebrates the American avocado obsession." Molly Ringwald stars as a presenter on America's most beloved avocado-themed shopping network.
Its 2019 Super Bowl ad continued the brand's signature blend of celebrity cameos and comedic tone.
Kia
It looks like Kia will be continuing its pivot away from celebrity cameos and toward social issues in its 11th consecutive Big Game appearance, this time in an effort to combat youth homelessness. Overseen by agency of record David&Goliath, the 60-second spot sees the automaker teaming up with three charity partners -- Covenant House, Positive Tomorrows and StandUp for Kids -- and giving $1,000 for each yard gained during Super Bowl LIV.
This continues a tonal shift for the company that began with its 2019 Super Bowl ad, which forewent big names in favor of a focus on manufacturing.
WeatherTech
A 30-second spot will mark WeatherTech's seventh Big Game appearance. Historically, the car mat maker has emphasized its "Made in America" creed. This year, the company is highlighting the survival story of one of its canine stars from its Super Bowl LIII spot and encouraging fans to donate to the University of Wisconsin School of Veterenary Medicine.
Porsche
For the first time since 1997, this luxury sports car brand will appear during the Big Game to plug its first all-electric vehicle, the Taycan.
Audi
For its 11th Big Game outing, Audi is teaming up with 72andSunny to offer up a new interpretation of its famed slogan, "Vorsprung durch Technik," which translates to "progress through technology." The minute-long spot brings together "Game of Thrones" alumna Maisie Williams and the hit song "Let It Go" from Disney's "Frozen," with electrifying results.
Check out the luxury auto brand's electric spot from last year's Super Bowl.
Hyundai
Hyundai will make its 12th Big Game appearance in the last 13 years with a 60-second spot set to air during the first quarter of Super Bowl LIV. The commercial will celebrate the vernacular beauty of the Boston accent by tapping four famous New Englanders -- actors Chris Evans and John Krasinski, comedian Rachel Dratch and Boston Red Sox legend David Ortiz -- to sing the praises of its "Smaht Pahk" feature. It will be the first Super Bowl ad overseen by Angela Zepeda, the automaker's chief marketing officer who took over in October 2019.
The brand elevated the playing field with its 2019 spot, starring its current spokesman Jason Bateman.
Pop-Tarts
Pop-Tarts will make its Big Game debut with a 30-second spot set to air right before the two-minute warning in the first half of Super Bowl LIV. The MRY-created ad will feature Jonathan Van Ness from the hit reality series "Queer Eye."
Pringles
In its third Super Bowl appearance, Pringles will use a 30-second spot during the second quarter to continue its focus on the snack’s stackability, but this time with new messengers. Adult Swim's Rick and Morty demonstrate how enthusiasts can "unlock endless flavor combinations through stacking," and introduce a Pickle Rick flavor. Revisit Pringles' towering 2018 and 2019 Super Bowl ads.
Mountain Dew
The Overlook Hotel is back in business in Mountain Dew's return to the Big Game after a one-year hiatus. Tracee Ellis Ross (along with her blood-curdling scream) is set to star in a 30-second homage to the classic 1980 horror film "The Shining," the brand's first spot since it ended its 46-year relationship with BBDO New York last summer.
PepsiCo last showcased the beverage when it spat a song of ice and fire in its 2018 Super Bowl outing.
