This is the go-to place for everything you need to know about the Super Bowl LVI advertisers. Super Bowl veterans like Avocados From Mexico, Squarespace, Toyota and TurboTax are back again this year. Meanwhile, the 2021 gameday trend of first-time Super Bowl advertisers seems to be continuing this year with Crypto.com, FTX and Rakuten each making their Big Game debuts in 2022. Find information on media buys, the agencies behind the ads, the spots they aired during Super Bowl 2022 and more. Peek into our exclusive attention analytics to uncover how ads resonated during Super Bowls of the past, and easily watch the full commercials — all within the ad center.
AT&T Internet has already pre-released its 60-second Super Bowl LVI commercial. The spot stars Demi Moore and Mila Kunis, who was featured in Cheetos’ Super Bowl ad last year. The two have “a lot in common” as they both went to the same high school and have married Ashton Kutcher.
After a hiatus in 2021, Budweiser is getting back in the “Super Bowl saddle" and is bringing its iconic Clydesdales along for the ride. Budweiser already released a short teaser for the 2022 game that zeroes in on a Clydesdale’s hooves as it gallops across a rustic and grassy landscape. Before sitting out in 2021, Budweiser had appeared in 37 consecutive Super Bowls, and aired some of the best performing gameday creatives in recent years.
Not only is it a first for the brand, but Cutwater Spirits will also be the first in the canned cocktail category to air a national Super Bowl commercial. This airtime comes as beer continues to decline in popularity and new products like hard seltzers, hard kombucha and canned cocktails have taken off.
After making its Super Bowl debut in last year’s game, Michelob Ultra Organic Seltzer will return in 2022. The brand is expected to position the low-carb beverage around an active lifestyle. Don Cheadle and a bunch of celebrity look-alikes starred in the brand’s first Super Bowl ad, titled “All-Star Cast.” TBD if the brand brings on another celebrity this year.
Another one of Anheuser-Busch’s six Super Bowl LVI ads will focus on Michelob Ultra. Michelob is one of the few big traditional beer brands that is growing its market share. The brand hopes to continue its success with agency Wieden+Kennedy creating its Super Bowl ad this year.
Bud Light Next, a new zero-carb beer, is set to debut at Super Bowl LVI and is expected to make a metaverse reference. Anheuser-Busch is choosing to highlight Bud Light Next over the original Bud Light, which will not have an ad during this year's Big Game.
The medical technology company Hologic will be making its Super Bowl debut this year, with a 30-second spot that will focus on women’s wellness. It is not only Hologic’s first Big Game appearance, but also the first time they are advertising to consumers. The company will continue its advertising efforts during the Winter Olympics from Feb 13-20.
Irish Spring will air a Super Bowl commercial for the first time in its 50 year history. The 30-second spot is set to run during the fourth quarter and will introduce a full brand refresh including a new logo. Irish spring released a short teaser that provides a glimpse into the setting of its Big Game commercial.
BMW will advertise during the Super Bowl for the first time since 2015, where the automotive brand aired a 60-second spot for its i3 Electric Vehicle. Since electric vehicles have only increased in popularity in the last 7 years, it is safe to assume BMW will once again focus on an EV model(s).
After sitting on the sidelines in 2021, Kia is making its Super Bowl comeback this year. The brand worked with David & Goliath on its upcoming 60-second spot. The seasoned Super Bowl advertiser has a history of featuring celebrities in its gameday creative, including Melissa McCarthy and Steven Tyler. However, it has shied away from an A-list cast in recent years.
Sam’s Club will be another rookie Super Bowl advertiser in 2022. The brand’s 30-second spot, created in collaboration with VMLY&R, will star Kevin Hart using the Scan & Go checkout feature on the Sam’s Club app. The commercial is set to air during the fourth quarter – specifically, at the two-minute warning.
Booking sites are not the only Travel companies advertising during the Super Bowl, as Turkish Airlines will return with a national spot after a two-year hiatus. Turkish Airlines hopes to capitalize on the uptick in planned travel for 2022, following the massive downturn created by the pandemic.
Expedia is the second Travel brand to confirm its appearance during the Big Game in 2022. Travel brands retreated from last year’s game after disruption from the pandemic. This year, Expedia has plans to run a 30-second spot during the fourth quarter. The brand worked with Anomaly LA on production and is centering the ad’s message around life and how experiences outweigh things.
Wallbox, an electric vehicle charging brand, is another debutant in the Super Bowl this year. The brand’s upcoming gameday appearance comes off the heels of the proliferation of electric vehicle TV ads in 2021. Wallbox’s 15-second ad, produced by agency DAVID, will air during the second quarter of the game. The campaign will also have a digital component after the Super Bowl is over.
After 17 years, Lay’s potato chips are returning to the Super Bowl screen with an in-game spot. Based on the teaser, Seth Rogan will possibly star in the official gameday ad. Lay’s join Cheetos and Doritos as confirmed Frito-Lay brands airing commercials during the Big Game. Lay’s will also be releasing Golden Grounds, which are chips made from potatoes grown in soil from NFL stadiums.
General Motors is back for its third straight year of Super Bowl ad action. In 2021, the brand ran two spots during the Big Game, both of which promoted electric vehicles and featured A-list celebrities. General Motors is keeping this year’s creative details under wraps for the time being.
After a 5 year break from Super Bowl advertising, Taco Bell is getting back in the arena with a 30-second spot that is set to air during the fourth quarter of the Big Game. Taco Bell is working on production with Deutsch LA, which is the same creative agency behind its last Super Bowl spot from 2016.
Travel site, Booking.com, is another Super Bowl newbie added to the 2022 lineup. The brand will air a 30-second spot during the fourth quarter of the game. Booking.com worked with Horses & Mules on creative for its Big Game commercial. More details are still to come.
Like many other seasoned Super Bowl advertisers, including Budweiser, Google sat on the sidelines during last year’s game. But the brand is making its return to the Big Game in 2022. In its last Super Bowl commercial, Google yanked on viewers’ heartstrings with a story about an elderly widower using Google Assistant to help him remember his wife.
Pringles will make its fifth consecutive Super Bowl appearance with a 30-second spot. In past gameday ads, Pringles has emphasized its chips’ flavor stacking capabilities.
Cheetos and Doritos will share airtime during Super Bowl LVI in a spot promoting the recently released Cheetos Flamin’ Hot Crunchy and Doritos Flamin’ Hot Cool Ranch flavors. Megan Thee Stallion will star in the spot and has already made her debut in the recently released teaser. The rapper could teach Cheetos and Doritos a thing or two about being "hot" given her hit song "Hot Girl Summer." Expect another music-driven spot like last year's humorous Cheetos Super Bowl ad, which featured Shaggy, Mila Kunis and Ashton Kutcher.
QuickBooks will make its Super Bowl debut with a 30-second spot that will air during the fourth quarter of the game. The campaign, titled “Early Start,” is currently airing across broadcast and digital channels.
Continuing its streak of Super Bowl appearances for its ninth consecutive year, TurboTax aims to reach consumers in the beginning of tax prep season. In 2021, the brand ran a 30-second spot titled “Spreading Tax Expertise Across the Land” that promoted its live experts.
Another Super Bowl first timer in 2022 is FTX. The brand seeks to make a splash during TV advertising’s biggest night, but has yet to release any creative details. A recent TV spot from FTX featured Tom Brady and Gisele Bundchen, so it wouldn’t be a surprise if they tapped a celebrity for the Big Game as well.
Avocados From Mexico will return to the Super Bowl stage with a 30-second spot after taking a hiatus in 2021. The brand will use its 7th Big Game appearance to introduce “big, bold brand updates” including a refreshed logo and new tagline, “Always Good.” In the past, Avocados From Mexico has featured celebrities like Molly Ringwald, Kristin Chenoweth and Jon Lovitz.
DraftKings didn’t get enough of the Super Bowl after airing two 15-second spots in last year’s game. The brand is back with another Big Game buy in 2022. In collaboration with VaynerMedia, DraftKings plans to get more creative in a 30-second spot that will air in the first quarter on national TV.
In its first Super Bowl appearance since 2015, Nissan will promote its Ariya all-electric crossover as well as the 2023 Nissan Z sports car. The 60-spot created in collaboration with TBWA\Chiat\Day will star actress Brie Larson, who has been a regular in recent Nissan TV commercials.
Online retail platform, Rakuten, is another Super Bowl first timer in 2022. Rakuten plans to air a 30-second, casino-themed spot during the first half of the game. The creative stars an unnamed “A-list” celebrity with cameos from two fashion influencers.
Another Super Bowl regular, Squarespace is gearing up for its return to the Big Game in 2022. Creative details are still TBD, but in past Super Bowl commercials the brand has leveraged the star power of celebrities like Winona Ryder, Keanu Reeves and Jeff Bridges.
Meta will return to the Super Bowl stage after a one year hiatus. A lot has changed, including its brand name, since Meta aired its first Super Bowl commercial for Facebook Groups in 2020. The creative featured Chris Rock and Sylvester Stallone with a Rocky tie-in.
Toyota is returning to the Super Bowl stage for its 5th consecutive year. When past Super Bowls took place in the same year as the Olympics, Toyota featured inspiring stories about Olympic or Paralympic athletes in its gameday creative. With the Beijing 2022 Winter Olympics coinciding with Super Bowl LVI, odds are Toyota will go this route during the Big Game in 2022.
Vroom.com is back for more Super Bowl action after making its debut during the 2021 game. Vroom.com is working with Anomaly on a 30-second spot. In its first Super Bowl ad from 2021, Vroom.com depicted the painful process of buying a car through a dealer and juxtaposed it to the ease of buying one on its website.
Back for its ninth consecutive Super Bowl, WeatherTech will air another 30-second spot in partnership with its agency, Pinnacle, during the first half of the game. In past Super Bowls, the brand has touted “Made in America” messaging with product-forward creatives.
Making its first foray into the Super Bowl, Crypto.com aims to become a household name. The brand joins several other Big Game advertiser rookies in 2022, including Rakuten, QuickBooks and FTX – another cryptocurrency exchange company.