Super Bowl plans are being revealed every day, so we will be updating this tracker in real-time. Check back regularly for updates. Last updated: 2/5/21 at 1:25 pm ET.
Super Bowl LV will be unlike any other with limited capacity stadiums, COVID hygiene, and health protocols dictating the event. But, like always, a large majority of the public will still be tuning in from home.
This year, marketers are shifting their tone to be empathic and upbeat about the past 12 months, as many consumers are still facing challenging times whether they are out of work, have lost loved ones, or are overwhelmed by almost a year of social isolation.
Brands that saw increased sales during the pandemic such as CPG companies, ecommerce sites, and home improvement brands will likely make an appearance. New players including State Farm, Mercari, DoorDash, Fiverr and Vroom, digital brands that took off over the past year, will be running Super Bowl ads for the first time. Chipotle will also be making its first-ever Super Bowl appearance.
Perennial Super Bowl advertisers such as Coca-Cola, Budweiser, Hyundai, Little Caesars, Olay and Avocados from Mexico are among those sitting the broadcast out this year, instead spending their budgets on efforts to rebuild communities that have been devastated by the pandemic.
Bass Pro Shops & Cabela’s
The outdoor retailer is making its game day debut with a 60-second spot, “Get Back to Nature.” The commercial focuses on the importance of spending time in the Great Outdoors, especially in light of the stay-at-home orders of the past year. The Missouri-based brand is specifically excited to participate in Super Bowl LV as its home team, the Kansas City Chiefs, is playing in the game.
Paramount+
The new ViacomCBS streaming service has secured a spot in the Big Game advertising line-up. The commercial features a star-studded cast on a mission to scale “Paramount Mountain” – the brand’s iconic logo. The multipart campaign is very ambitious, with celebrities like Steven Colbert, Dora the Explorer, Snooki, and Jeff Probst all involved.
Guaranteed Rate
The mortgage company will be making its Super Bowl debut. Like many first-time advertisers this year, the company experienced a lot of growth in 2019-2020. The 60-second spot, “Believe You Will,” features many non-football athletes such as NHL’s Seth Jones, Nascar’s Ryan Newman, and UFC’s Dustin Poirier. The message of the commercial focuses on the importance of following your dreams, as many people dream of one day purchasing their own home.
Ocean Spray
Instead of running a traditional television campaign, the cranberry juice brand has partnered with the influencer ‘Doggface’ (Nathan Apodaca – @420Doggface208) on TikTok. The campaign, #DoggfaceDanceVibes, encourages TikTok users to dance and celebrate Ocean Spray as they cheers to a good Super Bowl.
“Nathan’s video, personality, and positivity brought us all a moment of happiness – particularly during a challenging year. The public has continued to be so enamored by his personal story and have been cheering him on from the sidelines. We heard those rallying cries and knew we had to kick off 2021 with Nathan and signed a partnership leading up to the big game,” says Melanie DiBiasio, Senior Manager, Digital Precision Marketing at Ocean Spray. “The campaign is authentic to Nathan – pure joy and dancing and a way for a community to come together. We hope it’s a touchdown this week.”
Shift4 Payments x SpaceX
The integrated payments processing company is teaming up with Elon Musk’s SpaceX for their Super Bowl ad. The campaign will both introduce the company’s commitment to supporting research at St. Jude’s Hospital, while also promoting SpaceX’s first civilian commanded space mission, led by Shift4’s CEO and founder, Jared Isaacman. The entire campaign was created by digital marketing newcomer Known.
“This is a pivotal moment for human space exploration and for the important role Shift4’s turnkey ecommerce solution, Shift4Shop, will play in the mission,” said Isaacman in a statement. “We looked for a partner that could help bring this inspiring event to life in the most riveting way possible. Known has helped us tie together our strategy, media and creative efforts around the world’s first all-civilian mission to space and we are very proud to share it with the world.”
Robinhood
Investment app Robinhood is making its Super Bowl debut with its biggest brand campaign to date. The ad promotes Robinhood’s amateur investment app and comes after the GameStop Wall Street Debacle. The campaign is titled “We’re all investors,” and features the diversity of the app’s users and investors.
Dr. Squatch
The D2C natural personal care brand is making its advertising debut with a campaign aimed at their core demographic: men. Although Dr. Squatch sells a slew of products, the commercial highlights the brand’s bar soap.
“From a messaging standpoint, we’ve taken the approach of being a product for the everyday mass male consumer,” says CEO and founder Jack Haldrup. “There are a lot of people out there in the market. But I think that space has been a little underserved.”
Jimmy John’s
The sandwich shop is joining the ranks of first-time Super Bowl advertisers with its campaign starring, “The King of Cold Cuts,” played by actor Brad Garrett. Despite the restaurant’s challenges during COVID-19, the company is devoting a lot of resources to the campaign which will include social media and digital components.
Klarna
The financial flexibility firm, Klarna, has tapped actress and comedian Maya Rudolph for their Super Bowl commercial. The Swedish bank is making its Big Game debut after gaining momentum in the past year. The brand hopes to bring fun and humor to the game in its ad.
“There is a longing in the world for entertainment, experience, fun, positive emotions, having a beer with friends (which probably can’t happen this year) and a feeling of togetherness. We really wanted to continue that and go down that path,” said David Sandstrom, CMO at Klarna.
Skechers
The American footwear brand has recruited Tony Romo for its eighth consecutive Super Bowl appearance. The campaign, titled “To the Max,” features Romo living a thrill-seeking lifestyle, all while wearing his Skechers Max Cushioning shoe.
Dexcom
Dexcom, a company which manufactures and distributes glucose-monitoring systems for peoples with diabetes, will be making their first Super Bowl appearance with activist and singer Nick Jonas. The brand is using the Big Game to raise awareness of Dexcom’s technologically advanced diabetes monitoring system. Dexcom will also be providing fans with the opportunity to watch the game with Jonas using interactive augmented reality.
“In an environment like COVID, it’s more relevant than ever. The fact that people are struggling with their health and are somewhat isolated. For people who can’t get to their doctor, they can do so remotely with our technology,” says Chad Patterson, Senior VP, Global Marketing at Dexcom.
Squarespace
The website-building and hosting company has enlisted Dolly Parton for their Super Bowl commercial this year, changing the anthem to honor the new schedule of people working from home. In the re-recorded song, titled “5 to 9,” Dolly Parton sings about the personal creative projects and side hustles of today’s Americans.
“On the heels of the historically bad year we have had with the pandemic and economic uncertainty, more people than ever are considering entrepreneurship and looking to become their own boss,” says David Lee, Chief Creative Officer at Squarespace. “With all that’s going on in the world we wanted to try to put out a piece that injected optimism, rather than going a more serious route. We wanted to give people a gentle nudge to go after those dreams.”
Logitech
Logitech is using the Super Bowl to launch its new brand campaign, DEFY LOGIC, a platform that promotes creators, artists and activists that are breaking barriers to change the world. The brand’s first-ever Super Bowl ad features GRAMMY-award winning rapper Lil Nas X and his upcoming song “Montero (Call Me by Your Name).”
“DEFY LOGIC celebrates people pursuing their passions and breaking new ground, despite what current conventions, past precedent or traditional thinking might suggest is possible,” said Heidi Arkinstall, chief marketing officer at Logitech, in a statement. “By spotlighting the stories of these extraordinary individuals, and on such a major stage, Logitech hopes to support new generations of creators, artists and activists ready to do amazing things that defy logic.”
State Farm
State Farm has plans to run its first-ever in-game Super Bowl ad this year. The features MVP QBs Aaron Rodgers and Patrick Mahomes and Jake from State Farm, among others. The brand has released two teasers for the spot that will run during the first half of the Super Bowl.
“In the last decade, it’s no accident that State Farm has become synonymous with sports,” said Rand Harbert, Chief Marketing Officer at State Farm. “With our NFL MVPs Aaron Rodgers and Patrick Mahomes adding tremendous brand value through our consistent advertising, our ads are top performers in our category for memorability and brand linkage. State Farm couldn’t be in a better position in football. It makes sense for us to embrace this moment – perhaps the only time when fans are as interested in the advertising as the event. The Super Bowl commercial spot was allocated as part of our 2021 Marketing spend and did not require extra funds to support.”
Rocket Companies
Rocket Mortgage
America’s largest mortgage lender will be debuting two commercials during this year’s game. This will be the company’s fourth consecutive year advertising in the Super Bowl. The campaign, which features actor and comedian Tracy Morgan, showcases the crucial role that local mortgage brokers play in helping Americans achieve the dream of homeownership, especially in the midst of the COVID-19 pandemic.
“At Rocket Mortgage, we, and our family of companies, follow a ‘for-more-than-profit’ philosophy that acknowledges that our businesses and communities are inextricably linked,” said Laura Grannemann, Vice President of the Rocket Community Fund – the philanthropic arm of Rocket Mortgage. “Through our work, we have been able to support the distribution of essential resources, prevent eviction and homelessness, and even establish a drive-thru testing site, and centralized scheduling center for vaccine distribution throughout southeast Michigan.”
Verizon
The telecommunications company will be returning to the Big Game for the fourth consecutive year. With a renewed emphasis on bringing people together, Verizon is connecting fans to the Super Bowl with immersive fan-first experiences across sports, entertainment and gaming and an in-game spot – all showcasing the speed and power of 5G built right. The brand has built a 5G stadium in Fortnite, as well as a free co-viewing experience in the Yahoo Sports app, “Watch Together.”
Concluding the weekend, Verizon is streaming The Big Concert for Small Business, streaming immediately following Super Bowl LV. The event will be hosted by Tiffany Haddish and feature performances by Alicia Keys, Brandi Carlile, Brittany Howard, Christina Aguilera, H.E.R., Jazmine Sullivan, Luke Bryan and Miley Cyrus.
“With 5G, we are beginning to see the transformation of various industries and the innovation that comes with it,” said Diego Scotti, CMO of Verizon. “Reimagining live events is one of the best use cases for the power of 5G. During a year like this one, it is a thrill to transform the Super Bowl experience by creating a first-of-its-kind virtual stadium in Fortnite that brings a new level of gaming to life, while at the same time we’re innovating the in-stadium experience.”
General Motors
GM
Will Ferrell stars in Norwegian History preview teaser for the automaker.
GMC
GMC is planning to promote the 2022 Hummer EV in this year’s Big Game. The car company may also be running another spot during the game, but have not yet released information about which brand.
Cadillac
General Motors and Cadillac will both be running :60 spots highlighting the company’s more sustainable ventures in this year’s Big Game. Cadillac will be advertising the Lyriq, the brand’s first electric car which will be available in 2022. The spot will be a continuation of their “Everybody In” campaign which debuted in early January.
“This year’s spot will surprise and delight audiences by transporting an iconic piece of pop-culture history into the future and will feature Lyriq, Cadillac’s first, all-electric vehicle as well as Super Cruise, the industry’s first true hands-free driver assistance feature for enabled roads,” said Melissa Grady, CMO of Cadillac, in a statement.
Fiverr
Online freelance marketplace Fiverr is another brand making their Super Bowl debut this year. The commercial will build on the company’s “It Starts Here” campaign, and they are looking forward to gaining more attention on the national stage after a profitable year.
Fiverr has dropped a 15-second Game Day teaser featuring the recognizable door of Four Seasons Total Landscaping. As the door opens on a new day, we see owner and President Marie Siravo ready to get to work. Following the theme of our “It Starts Here” campaign, this ad celebrates the hardworking, smart, and savvy, small businesses that are the backbone of America. Fiverr partnered with Publicis on the creative concept of the ad and holistic multichannel campaign, including work from Fiverr sellers, with MJZ producing, and Tatarti as our media buyer.
“We’re very excited to be releasing an ad among the world’s top brands this year during the Super Bowl,” Gali Arnon, CMO of Fiverr told Brand Innovators. “It’s a real defining moment for the company, after a landmark year for the business. We believe that we are at a pivotal moment in time, where the future of work is here and we have an opportunity to be at the forefront of it.”
Uber Eats
Uber Eats has released their full Super Bowl spot, “Eat Local.” In the ad, the Wayne’s World dynamic duo is joined by Cardi B. The brand wants to encourage consumers to order food from their local businesses, especially on game day.
“There are a lot of people ordering takeout — 50 million of them, and one out of five people watch the game for the ads,” says Danielle Hawley, Uber Global Executive Creative Director. “That stage comes with a lot of power and a ton of responsibility. It’s no secret restaurants are having a hard time now, and we wanted to really champion small businesses.”
Food delivery platform Uber Eats teased their Big Game commercial during this weekend’s broadcast of Saturday Night Live, tactfully using two SNL veterans and reviving the classic sketch, “Wayne’s World.” The two characters, Wayne Campbell and Garth Algar, played by Mike Myers and Dana Carvey respectively, lament the horror of 2020 and cheekily assure the audience, “We’ll see you on the big bowl.”
“Delivery is certainly more relevant to people’s lives this year than ever before,” said Thomas Ranese, Vice President of Global Marketing at Uber Technologies.
Amazon
Amazon has released the full 60-second commercial for their second Super Bowl spot, titled “Alexa’s Body.” In the ad, actor Michael B. Jordan embodies virtual AI assistant Alexa in the romantic daydream of a female executive. The spot was produced by teams at Amazon and Lucky Generals, and showcases the actual new design of Alexa, which unfortunately looks nothing like Michael B. Jordan.
Amazon will be running two spots in this year’s Big Game line-up. The first will feature a trailer promoting the sequel to the 1988 film “Coming to America,” starring Eddie Murphy, James Earl Jones, and Arsenio Hall, which will stream on Amazon starting March 5th.
The second spot, teased on Instagram with the hashtag #AlexasNewBody, features a love-struck Michael B. Jordan, and most likely hints at the new design of the brand’s AI virtual assistant “Alexa.” This will be Amazon’s fourth consecutive year advertising their Alexa product in the Super Bowl.
DraftKings
The fantasy sports and online sports betting operator is another brand making their Super Bowl debut this year. The brand will be running two 15-second spots to give audiences a peek into the DraftKings experience. Despite the shutdown of live sports due to the pandemic, the platform has been thriving due to e-sports content. The brand will also be partnering with sports culture and news site Bleacher Report.
“So much has changed for DraftKings over the years, but the Super Bowl is always an iconic sports moment where we continue to scale with new offerings and experiences like this reveal show alongside Bleacher Report,” said Matt Kalish, Co-founder and President of DraftKings North America.
Boston Beer Co.
Sam Adams
Although Budweiser isn’t advertising this year, the brand’s iconic Clysdales will stay in the Big Game ad line up, in a spoof from Sam Adams, “Your Cousin From Boston Frees the Clydesdales.” The beer brand pokes some fun at themselves (and AB InBev) while promoting their new Wicked Hazy IPA. The spot, created by Goodby Silverstein & Partners, is set to run in Boston and New York markets.
“We couldn’t think of a bolder way to launch our big bet for 2021 than an ad for the big game,” said Lesya Lysyj, CMO of Boston Beer Company in a press release. “We’re excited about our new Wicked range of beers from Samuel Adams developed and launched with the rebellious spirit that’s in our DNA, in the name of good fun and good beer.”
Procter & Gamble
Dawn and Swiffer
The P&G Home Care brands are coming together in a Super Bowl pre-game campaign, “Come Clean to Close the Chore Gap,” inviting audiences to do their part to create more equality in the division of household work. As people are spending more time at home, the inequity in housework chores has only become more visible. According to the research, 63% of women report that they still take on the main responsibility for household chores. Additionally, women spend an average of over 100 hours per year more on household chores than men. With this new campaign, P&G hopes to inspire families to share the load of everyday chores.
“While many families are taking steps to close the chore gap at home, there is still work to be done,” said Martin Hettich, SVP, P&G Home Care North America in a press release. “We believe that who we are at home shapes who we are in the world, and our research shows that when we create more equality at home, there is a positive ripple effect. Relationships improve. Children learn responsibility, respect, and empathy. Parents and children feel more connected. Come Clean to Close the Chore Gap aims to inspire every member of the family to do their part to create more equality at home as a small step towards creating more equality in the world.”
Tide
The beloved laundry detergent brand will be joining the Big Game this year, with a :60-second commercial, titled “The Jason Alexander Hoodie” about a dirty, mistreated hoodie with Seinfeld actor Jason Alexander’s face on it. The campaign includes the tagline “It’s dirtier than it looks,” in reference to the worn jacket, vowing that their new Tide Pod product can clean even the toughest of stains.
The ad was produced by creative advertising firm Saatchi & Saatchi New York. “After a year of seeing cloth [masks] covering faces, we decided to put a face on a piece of clothing,” said Daniel Lobatón, Chief Creative Officer at the agency.
Anheuser-Busch InBev
Anheuser-Busch released their full slate of commercials for this year’s Super Bowl, a whopping four minutes of air-time, nationally advertising Bud Light, Bud Light Seltzer Lemonade, Michelob ULTRA, and Michelob ULTRA Organic Seltzer. Stella Artois and Cutwater Spirits will both advertise regionally. This year, AB InBev is committed to highlighting the company’s commitment to positively impacting communities and aiding our country’s economic recovery.
“A key learning from 2020 is that we must prioritize humanity and purpose,” said Marcel Marcondes, US CMO at Anheuser-Busch. “So you’ll see us show up differently at the Super Bowl this year, starting with a bold commitment from Budweiser, alongside spots from Michelob ULTRA and Stella Artois that provoke us to think about what matters most in life, as well as Bud Light who is celebrating all of their legends in an epic spot. Plus, Bud Light Seltzer Lemonade, Michelob ULTRA Organic Seltzer, and Cutwater Spirits demonstrate our commitment to people-first innovation.”
Anheuser-Busch’s Corporate Ad – Let’s Grab a Beer
Michelob ULTRA Organic Seltzer
The seltzer brand’s playful 60-second spot will feature an “All-Star Cast,” starring a slew of celebrity look-alikes, and one real Don Cheadle. The campaign highlights the fact that the seltzer is “as real as it tastes,” despite its low calorie content.
Stella Artois
The beer brand will be returning to the Super Bowl to debut a new campaign titled, “Heartbeat Billionaire,” featuring Grammy-winning musician Lenny Kravitz. All part of the brand’s newest 360 campaign, “Invest Your Heartbeats in the Life Artois,” Stella Artois is encouraging fans to invest in a diverse portfolio of unscripted nights, last-minute plans, and good times spent laughing and loving with a Stella Artois in hand and those dearest to you.
“Over the last year, many of us have found the value of investing our heartbeats and time in each other and discovered all kinds of new ways to come together safely to make memories,” says Lara Krug, VP of Marketing, Stella Artois. “Well into the new year now, we want to inspire everyone to keep hedging their bets in shared moments together, so we’re taking the campaign to an exceptionally poignant platform that has long brought people together, Super Bowl LV.”
Bud Light – Super Bowl ad
Bud Light introduced its second Super Bowl LV commercial for Bud Light Legends, featuring Post Malone, Cedric the Entertainer, the Bud Knight and more. In the :60 second spot, these legends help a delivery driver save an overturned Bud Light truck to make sure the Bud Light makes it to the convenience store. The commercial serves as a platform to launch of the new Bud Light Legends loyalty program, which offers fans special merchandise. As part of the Super Bowl campaign, the first 10,000 fans to sign up at BudLightLegends.com will have their names engraved on the Bud Light brew tanks in company’s St. Louis brewery.
Bud Light – Teaser
Rounding out Anheuser-Busch’s 2021 ad slate is the classic Bud Light beer. The brand released a 45-second teaser full of “Bud Light Legends,” paying homage to their past commercials which featured Post Malone, Cedric the Entertainer, Bud Knight, and many other nostalgic favorites.
Bud Light Seltzer Lemonade
The brand dropped its first-ever Super Bowl ad, a :60-second spot titled “Last Year’s Lemons,” a joke on the classic phrase about ‘making lemons into lemonade.’ The commercial depicts the disasters of 2020, including a day in which lemons catastrophically rained down from the sky.
Bud Light Seltzer Lemonade will also encourage fans to turn a lemon of a play into Bud Light Seltzer Lemonade. When there’s a turnover by either team, fans watching the Super Bowl can enter for a chance to win a case worth of Bud Light Seltzer Lemonade, by tweeting with #LemonsIntoLemonade and #Sweepstakes.
“We wanted to give consumers something to start the New Year off right by bringing them the bold flavor of our new Bud Light Seltzer Lemonade,” said Andy Goeler, Vice President of Marketing, Bud Light. “The Super Bowl always brings together avid and casual sports fans alike, and our hope is that our new commercial brings them a little bit of levity and fun while watching the game.”
Budweiser
Budweiser is sitting out a Game Day TV ad buy for the first time in 37 years, and reallocating its budget on a new brand platform focused on building awareness on vaccine education. The digital effort includes a new film called “Bigger Picture,” narrated by actress, writer and director Rashida Jones. The campaign aims to support the return of on-premise businesses by promoting vaccination. Budweiser will also donate a percentage of its 2021 TV budget to the Ad Council and COVID Collaborative’s Vaccine Education Initiative, one of the largest public health campaigns in history, that will run campaigns throughout the year.
“This Super Bowl will be quite unique because of everything that has been going on, with the social separation, the lack of events and experiences,” Paolo Provinciali VP Media & Data, US at Anheuser-Busch InBev told Brand Innovators. “In past years, we have become very good at creating media experiences and making our brand become a part of the content and not just an interruption. We have become good at using the new digital platforms and strategies that people are spending more time with, and creating a full experience which includes ecommerce and loyalty, not just our brand message. What you can see is a combination of all these efforts.”
Michelob ULTRA
The fastest growing beer company in the U.S., Michelob ULTRA, just unveiled their 60-second thought-provoking ad, titled “Happy.” The commercial highlights athletes Serena Williams, Anthony Davis, Peyton Manning, Brooks Koepka, Jimmy Butler and Alex Morgan, kicking off the brand’s new campaign, “It’s Only Worth It If You Enjoy It.” This will be the brand’s sixth consecutive appearance in the Big Game.
“Enjoying the moments along the journey is as important as the journey itself,” said Ricardo Marques, Vice President of Marketing for Michelob ULTRA in a press release. “That’s why we’re partnering with some of the greatest athletes of our generation: to remind us all that joy and happiness are not a distraction but instead, a key ingredient to winning and success.”
Although the beverage conglomerate is scaling back their presence during the Big Game, they still plan to run an ad spot for some of their core products. It’s like that they will use the time to boost new seltzer products.
Unilever
Hellmann’s
Unilever brand condiment brand Hellman’s is making its Big Game debut this year after a successful year. The teaser stars comedian Amy Schumer and aims to inspire consumers to “Make Taste, Not Waste.” The ad brings awareness to the global issue of food waste. The full 30-second commercial, created by Wunderman Thompson, will air during the second quarter.
“We’re excited to partner with Amy Schumer to bring attention to such an important issue that we can help change,” said Ben Crook, Senior Marketing Director for Hellmann’s North America. “We learned that the reason people tend to waste so much food at home is because they end up with disparate ingredients, and aren’t inspired or sure how to use them. Hellmann’s can be the magic to help people get more creative in the kitchen.”
Mercari
For the first time, Japanese online marketplace Mercari will be airing a commercial during the Big Game. The 15-second ad is set to a cover of “Hello, Goodbye” by The Beatles and focuses on the joy of selling or purchasing used goods. The campaign is aptly named “Goodbye, Hello,” and will be featured in the third quarter of the game.
“This past year more than ever, decluttering and discovering new finds has delighted Americans, which perfectly aligns with Mercari’s mission of breathing new life into unused items around the home,” said Walter Hangad, Brand Marketing Director for Mercari, in a statement. “Current Mercari users will recognize the warmth and connection portrayed in the ad, and we hope new audiences will grasp the emotion that people have when saying ‘goodbye’ to something they love so another can say ‘hello’ to their new favorite thing.”
Chipotle
The fast-casual restaurant will be making its Super Bowl debut this year, joining the growing list of first-time advertisers. In a 30-second ad spot, the brand will highlight the work of young farmers and the importance of sustainability with the message,“Can a Burrito Change the World?” The brand has also vowed to donate $1 to the National Young Farmers Coalition with every order placed on digital platforms.
“We thought it was a great opportunity to put our purpose front and center,” Stephanie Perdue, VP of Marketing at Chipotle Mexican Grill told Brand Innovators. “What you see is Chipotle’s beliefs and values and you see it through a boy’s eyes who is posing the question, ‘Can a burrito change the world?’ and really highlighting our food with integrity standards that we have had since the beginning as a brand 27 years ago and imaging a world with those standards.”
PepsiCo.
Pepsi Halftime Show – Teaser #2
Pepsi debuted its second national teaser starring The Weeknd in preparation for this year’s Halftime Show. The spot is titled “The Walk,” and features a journey in time through The Weeknd’s music career as he walks up to the biggest stage in America, the Super Bowl Halftime Show. The brand is also running several Twitter sweepstakes for fans using the hashtags #TakeHomeHalftime and #SuperBowlWeeknd, as well as releasing an AR filter to immerse audiences in the experience.
“This year, we turned a 12-minute performance into a six-week immersive experience that brings fans closer to The Weeknd like never before as he prepares to perform on the world’s biggest stage – the Pepsi Super Bowl Halftime Show. With our introduction of ‘The Walk,’ new augmented reality experiences, and an ongoing look behind the scenes, we are hoping that fans will continue to ramp up their excitement and anticipation for his performance,” said Todd Kaplan, Vice President of Marketing at Pepsi.
Pepsi Halftime Show – Teaser
Pepsi is focusing its Super Bowl strategy on creating a memorable Halftime show and supporting local communities and small businesses in Tampa, a move aimed to inspire audiences and to help rebuild after almost a year of pandemic and economic hardship.
“Pepsi is going all-in on the Super Bowl LV Halftime Show – elevating the moment with its first Super Bowl Halftime Show TV spot featuring headlining artist The Weeknd,” Derek Lewis, President, South Division, PepsiCo Beverages North America, told Brand Innovators.
Mountain Dew – Teaser #2
Mountain Dew has released a second teaser with actor and professional wrestler John Cena to promote their new watermelon flavor, Major Melon. The brand has vowed to give $1 million to the lucky fan who tweets the exact number of Mountain Dew bottles which appear in the brand’s full Game Day commercial. The ad will run during the first half of the game.
“I’m really a fan of the look of the commercial,” John Cena said to People. “It looks awesome and funky and I think people are going to be blown away with the presentation, but there’s more to it than just an eye-catching, memorable ad.”
Mountain Dew – Teaser #1
Although PepsiCo will not be advertising any of its core products this year, they will be running a spot for Mountain Dew. This will be the brand’s second consecutive year in the Big Game. The company released the above teaser on January 26th, hinting at a new flavor.
Frito-Lay, a division of PepsiCo. Brands
The brand has released an extended version of the commercial set to air during the game: “‘Twas the Night Before Super Bowl,” narrated by Marshawn Lynch and starring all our favorite football players.
“This year, in the Return to Football, we launched a ‘Twas The Night Before Kick-Off’ spot with Marshawn Lynch that did extremely well,” Marrisa Solis, SVP, Core Brands, Partnerships & Media, Frito Lay, told Brand Innovators. “That spot was so successful and loved by fans, the NFL, and the players that we’re actually bringing a bit of it back. You’ll get to see how it has evolved and what we are bringing back for the Super Bowl.”
Cheetos – Super Bowl Ad
After much anticipation, the brand has finally released their full Super Bowl commercial, based on Shaggy’s song “It Wasn’t Me,” as a tactic to convince someone that you did not steal their Cheetos snack. The ad features Ashton Kutcher catching Mila Kunis eating his cheetos, yet she continually shirks the blame. The campaign also includes Shaggy singing new lyrics to the iconic song. The 60-second spot will air during the game’s third quarter and comes from Goodby, Silverstein & Partners.
Cheetos – Advice (Part II)
A second installment of the Cheetos Pop Crunch Mix teaser, “Advice” stars Mila Kunis, actress and wife of Ashton Kutcher. The teaser also features rapper Shaggy, as the trio gears up to unravel a snack-food mystery.
“Following the success of Cheetos’ big return to the Super Bowl last year with our biggest innovation in a decade in Cheetos Popcorn, we had to dial up both our product and Super Bowl campaigns this time around,” said Rachel Ferdinando, SVP and Chief Marketing Officer, Frito-Lay North America. “I humbly believe we’ve accomplished that with new Cheetos Crunch Pop Mix, bringing fans their two most beloved flavors in Cheetos Popcorn with Cheetos Crunchy. And we’re bringing it to the biggest stage with the help of the multi-talented Ashton Kutcher, Mila Kunis and Shaggy who we’re thrilled and honored to work with.”
Cheetos – Evidence (Part I)
Back for the second time in more than a decade, Frito-Lay brand Cheetos dropped this teaser for an ad starring Ashton Kutcher, which promotes the new Cheetos Pop Crunch Mix.
Doritos – Super Bowl Ad
Following the release of three mysterious teasers, the snack brand has finally released their official Super Bowl commercial. The ad features Matthew McConaughey as #FlatMatthew, struggling with everyday activities. McConaughey is finally saved by the power of Doritos 3D Crunch in this 60-second spot. The brand also hopes to engage viewers with interactive AR lenses on Snapchat and effects of TikTok.
Doritos – Final Teaser (Part III)
Doritos has released their third and last teaser for the new Doritos 3D Crunch product. In the teaser, Matthew McConaughey (otherwise known as #FlatMatthew) asks people if they ever felt “like something was off.” The teaser maintains as air of mystery, a final cliff-hanger before the final reveal on February 7th
Doritos – Kite (Part II)
On the heels of its first release, Doritos put out a second teaser and finally revealed the identity of #FlatMatthew. In the 15-second clip, two children and their mother notice a kite which looks and sounds like Matthew McConaughey. Although #FlatMatthew was revealed, the mystery continues…
Doritos – Our Next Guest Is… (Part I)
Frito-Lay brand Doritos will use the game to promote its Doritos 3D Crunch line from the nineties. Mystery guest #FlatMatthew stars in this teaser alongside Jimmy Kimmel and Mindy Kaling.
“I couldn’t be more thrilled to introduce this campaign to the world and see fans’ smiles,” said Rachel Ferdinando, SVP and Chief Marketing Officer, Frito-Lay North America. “With the launch of our biggest innovation in a decade in new Doritos 3D Crunch, we wanted to share in a big way. To be able to showcase this breakthrough product on the Super Bowl with the help of the incredible Matthew McConaughey (aka #FlatMatthew), Jimmy Kimmel and Mindy Kaling is awesome.”
In addition to running ads for new Cheeto and Dorito products, Frito-Lay will be running a third spot during the Big Game, advertising the full range of their snack products. The ad is set to include the most NFL players ever put in one commercial. Fans can look forward to seeing their favorite players such as Eli and Peyton Manning, Troy Aikman, and Deion Sanders.
“With Super Bowl LV expected to be the most-watched event of the year and a priority moment for Frito-Lay, we thought now was the right moment to showcase the portfolio of Frito-Lay brands in one spot together, alongside the most NFL stars ever seen in one PepsiCo commercial,” said Rachel Ferdinando, SVP and Chief Marketing Officer, Frito-Lay North America. “Super Bowl is also one of the biggest snacking days of the year with 90% of viewers enjoying snacks and beverages at home. To that end, we believe snacks will play an even larger role in Super Bowl plans this year to bring enjoyment, comfort and familiarity to the millions of homes tuning in, so we wanted to enhance that experience by offering entertaining content featuring America’s favorite snack brands.”
Morgan Stanley
eTrade
After a two-year hiatus, the online broker E-Trade will return to the Big Game, encouraging consumers to get their finances into shape in a campaign called “Workout.” After the financial challenges of 2020, the brand, newly-owned by Morgan Stanley, is excited to help people invest.
“We wanted to highlight that desire to take back control, as we see a determined young man take his fitness journey into his own hands,” Andrea Zaretsky, Managing Director and Chief Marketing Officer of E*TRADE Financial told Brand Innovators. “He is getting off the bench to bulk up, much like how E*TRADE is positioned to expertly help our customers get off the bench and back in the financial game.”
Vroom
Online car marketplace Vroom is making its Super Bowl debut with a :30 second spot that plays up the pains of going to the dealership.
“Our business model became even more relevant than ever during the pandemic, and we wanted to raise awareness on a national stage that consumers looking to buy, sell, or trade their cars, can do so online with Vroom, with contactless delivery,” said Peter Scherr of CMO, Vroom. “Our whole business is powered by data and research and that’s no different when it comes to our advertising. We found through testing that there’s massive dissatisfaction with traditional car buying, from wasting time at dealerships, feeling the pressure to buy or sell, lack of transparency, and more pain points. We wanted to dramatize what this feels like to show consumers that we understand they are fed up with the same, old process of buying and selling cars at dealerships and then show them there’s now a better way. There’s no bigger advertising stage than the Super Bowl, particularly this year, when so many other massive events had to be cancelled or postponed. We wanted to get our brand message out to as many people as possible: with Vroom, you’ll never step foot inside a car dealership again.”
Intuit’s TurboTax
After much anticipation, TurboTax has released its full 45-second spot, titled “Spreading Tax Expertise Across the Land.” The ad was directed by Andreas Nilsson (Biscuit) and will air during the second quarter of the game. The campaign doubles down on showcasing TurboTax Live experts helping consumers from the comfort of their homes and solving some of the most unique tax situations across America.
“As one of the largest advertisers in the country during tax season, TurboTax typically has a narrow window of opportunity — around 13 weeks — to influence a broad swath of people,” Cathleen Ryan, vice president of marketing at TurboTax, told Brand Innovators. “We invest in marquee media moments, along with engaging digital environments to ensure we connect with our customers (during this short timeframe).”
DoorDash
On the heels of a successful year, the popular food delivery service will be running their first ever Big Game commercial. A teaser for the ad aired during the AFC Championship game. The full 60-second spot will feature Hamilton’s Daveed Diggs and other characters from Sesame Street. The campaign will focus on supporting local businesses and struggling communities in a fun reimagining of “The People in Your Neighborhood.” DoorDash aims to showcase the breadth of their options beyond food, as the brand transitions into a multi-category platform.
“DoorDash’s mission has always been to empower any business on Main Street to thrive online, and last year we meaningfully accelerated that mission as we extended our platform to offer more to your door–from food to convenience items, household supplies, health and wellness, and more,” said Christopher Payne, Chief Operations Officer at DoorDash in a statement. “What excites me about this campaign is that it tells the story of how we deliver all the best in your neighborhood in an authentic and engaging way and supports Sesame Workshop. We want to celebrate the local heroes that make up the fabric of our neighborhoods.”
Kellogg’s
Pringles
Pringles has released their full, minute-long commercial which will grace the big screen on February 7th, titled “Space Return.” The ad focuses on two astronauts stranded in the middle of the Ocean upon return to Earth. But, everyone at the mission’s headquarters is too busy delighting over Pringles stacking combinations to rescue them!
“Coming off a huge year for Pringles, with a new look for the brand and the introduction of our new Scorchin’ line, it’s great to bring a taste of Pringles’ fun and unnecessary genius to the Big Game again,” said Gareth Maguire, Senior Director of Marketing for Pringles in a press release. “With literally thousands of different Flavor Stacks to experiment with, you can easily get distracted from other responsibilities.”
Pringles released a 6-second teaser for their Game Day advertisement, showcasing a metal machine bobbing in the empty ocean, with the words “Our Heroes Return” across the screen as well as the date 2-7-2021.
Back for their fourth consecutive year, Pringles will be advertising during the 2021 Big Game. The 30-second spot, created by the Grey Group, features the chip brand’s new logo and packaging design, while also showcasing the fun of Pringles flavor stacking. The ad will air during the first half of the game.
“We’re really happy that Pringles will be back in the Big Game in 2021,” said Gareth Maguire, Senior Director of Marketing for Pringles, in a press release. “We know that this coming year’s Big Game day experience will be different, with more fans watching from home, it will definitely be huge TV and social media day for us to showcase the fun consumers can have creating Pringles Flavor Stacks.”
Mars
M&Ms
The brand released its full Super Bowl spot, starring Dan Levy. In the hilarious ad, “Come Together,” M&Ms are used as a tool for apology during any occasion.
M&Ms
The beloved snack candy M&Ms will join the Big Game this year with a 30-second spot created by BBDO New York. Mars Wrigley has been a staple of the Big Game for over ten years and was the first brand to confirm purchase of an ad slot back in August.
“The biggest moments deserve the biggest brands, and after an unprecedented and unexpected year, we’re excited to bring M&Ms back to the Super Bowl to bring fans better moments and more smiles,” said Sarah Long, Chief Marketing Officer, Mars Wrigley North America, in a press release.
Indeed
Worldwide employment site Indeed will be running its first-ever Super Bowl campaign this year. The brand intends to uplift the millions of Americans experiencing unemployment after a difficult 2020. The emotional :60-second spot will feature real people on their job searches, and aims to highlight the diversity of the US workforce.
“We feel that highlighting real people and their stories as part of the ad helps to accurately portray the experience of finding a job during such a tumultuous time, and we want to honor what job seekers are going through in the most authentic way,” said Jennifer Warren, Indeed VP of Global Brand and Communications, in a statement. “We are excited to use the Super Bowl and the rest of this year to tell stories around how Indeed is helping all people get jobs and is with them every step of the way.”
Scotts Miracle-Gro
The brand has released their full 45-second Super Bowl commercial, starring celebrities such as Martha Stewart and John Travolta, among others. The ad features this fun cast of characters making the most of their backyard gardens. Created with VaynerMedia, the ad will air during the second quarter of the game.
WeatherTech
Although the brand initially bought one ad spot, they will be running two 30-second commercials in the Big Game, featuring the company’s “Made In America” messaging. The spots will feature WeatherTech’s real employees, explaining why they are proud to work at the car mat manufacturer.
“The spots in the campaign are about human beings, the real-life workers who are employed at WeatherTech. Emotion is best expressed and interpreted through facial cues and expression and we felt it was important to allow these real employees to tell their stories and have the opportunity to communicate fully with the audience,” said David MacNeil, Founder and CEO of WeatherTech. “Additionally, these spots will be timeless. We believe this message will be as relevant years down the road as they are today, so we did not want to put a time-stamp reminder on them.”
Toyota Motor Corporation
Automotive giant Toyota will be profiling paralympian Jessica Long in this year’s 60-second Super Bowl campaign, titled “Upstream.” The ad will be Toyota’s ninth appearance in the past ten years.
“‘Upstream’ highlights Toyota’s mission to shine a light on athletes like Jessica who work tirelessly every day to pursue their passion and inspire people around the world to reach their full potential,” said Lisa Materazzo, Group VP for Toyota Marketing at Toyota Motor North America, in a statement. “We are grateful to Jessica and her family for their willingness to allow us to share such a personal part of their story.”
Rémy Cointreau
The French, family-owned spirits brand is joining the Big Game for the first time in 2021. After a successful year, the company wants to use their platform to support the Independent Restaurant Coalition (IRC) and the 11 million unemployed restaurant workers. The spot, “Love Letter,” will run regionally in 15 U.S. markets known for their culinary traditions including: New York, Los Angeles, Chicago, Miami, San Francisco and Boston. Check out the Brand Innovators Q&A with Cointreau’s CEO for more details.
“Globally, when you think about a key American moment, you think about the Super Bowl,” Ian McLernon, President/CEO Americas of Rémy Cointreau told Brand Innovators. “Our brand is performing well, but we also believe in giving back. Throughout a number of years, we have been involved in CSR [corporate social responsibility], it’s always been a part of our DNA. As a family business, we take a generational approach. We don’t just focus on short-term gain, we focus on the long-term gain for our partners, stakeholders, and the general society.”
Kimberly-Clark
Huggies
This year, the Kimberly-Clark brand Huggies is working to air their first-ever Super Bowl ad, while also being the first diaper brand to do so. The 30-second spot will serve to refresh the brand’s look and creative voice.
“This moment will provide Huggies with unprecedented reach and impact as we introduce our new creative platform and brand refresh in the United States,” said Rebecca Dunphey, president of personal care at Kimberly-Clark North America, in a press release. “We’re rolling out the red carpet for game day babies and ensuring parents everywhere know that Huggies is their partner and guide to navigate the unknowns that babyhood presents.”
Danone
Oikos
Although Oikos is the official yogurt brand of the NFL, the company will not be promoting their new product, Oikos Pro, during the nationally televised Big Game. Instead, Oikos is opting for a pre-game and a livestream ad buy, a move which the brand believes to be more effective for their growth in younger demographics. Danone will be running a spot called “Ugly Face,” highlighting the ridiculous faces athletes make while training. Surbhi Martin, VP of Marketing at Danone North America says that the ad buy is “a very cost-effective method to reach our core audience, which is online.”
Triller
Social media entertainment platform Triller was on planning on running an ad at this year’s Big Game, however on February 4th the brand revealed plans to create its own event and instead give away $1 million to one fan on Super Bowl Sunday.
“As we were preparing our spot for the Super Bowl, we realized the best thing we can do is use our resources and community and reward them and thank them for their support,” said Bobby Sarnevesht, co-founder and executive chair of Triller in a statement. “We are thrilled to have partnered with the iconic Maxim and VersusGame to bring this Super Bowl contest to life. To our users – we are listening, and we want to elevate your voices, your art and continue to provide a place where you do you.”
Perennial Brands Sitting Out This Year
Mint Mobile
The low-cost cell provider is forgoing a Super Bowl spot this year, instead choosing to funnel the would-be cost of the ad into cutting costs for customers. This is the second consecutive year the brand has gone for a money-saving stunt instead of a Big Game commercial. The Ryan Reynolds-owned brand opted for a print ad instead.
Kia
After 11 consecutive years of advertising, the automotive brand will be sitting out the Super Bowl. Instead, the brand is devoting its resources to supporting America’s homeless youth population. Overall, the auto category will be scarce this year, as Hyundai, Audi, BMW, Lexus, Porsche, Mercedes-Benz, Volkswagen, and Ford are among the brands declining to run Super Bowl ads.
“After a decade of creative and award-winning Super Bowl campaigns, Kia will not be advertising in Super Bowl LV,” said Russell Wager, VP of Marketing for Kia Motors North America in a statement.
Coca-Cola
In a shocking move, the beverage conglomerate will be sitting out this year’s game. The news comes after an especially challenging year for the company, which included over 2,000 layoffs. The brand has advertised during the game almost every year of the past decade.
“This difficult choice was made to ensure we are investing in the right resources during these unprecedented times,” read a statement from the company. “We’ll be toasting to our fellow brands with an ice-cold Coke from the sidelines.”
Hyundai
The automotive brand will not be advertising in the Super Bowl this year, after running 12 commercials in the past 15 years. The brand is choosing to focus their energies on upcoming vehicle launches and other marketing campaigns.
“We’ve always been in [the Super Bowl] and have been firmly in it, but this is a different time in a different year,” said Angela Zepeda, CMO of Hyundai.
Olay
P&G’s female-focused skin care brand will not be participating in this year’s Big Game line-up. The brand announced last year that their future marketing efforts will emphasize on addressing the gender gap in STEM fields and education. During this era of Zoom schooling, Olay ran sweepstakes to provide STEM equipment to teachers and students stuck at home.
“We know that teachers play a huge role in inspiring and encouraging their students to pursue STEM,” said Lindsey Morahan, Olay North America Communications Director. “As a brand, we wanted to do something to reach young girls and boys in the classroom, at a critical time in their lives when that passion for science and technology either expands or declines. We’re hoping this program, and our overall STEM brand ambition, encourages that love of STEM to grow, especially in young girls.”
Planters
The Kraft Heinz-owned snack company, most famous for their iconic mascot Mr. Peanut will be sitting out the Big Game this year. This year, Planters will be giving away $5 million (the same price as a ViacomCBS Super Bowl spot) to people doing charitable “acts of substance.”
“We’re trying to shift from talking around big moments, to moving towards interacting every day with what they care about,” Sanjiv Gajiwala, Kraft Heinz’s U.S. Chief Growth Officer, said in a statement. “For us, that means reorienting our marketing teams to focus on agility, to think about how we can generate more meaningful content that gets connected to our consumers in more creative ways. And most importantly, around moments that matter to the consumer.”
Avocados from Mexico
After six consecutive years of Super Bowl advertising, the brand will be benched during this year’s game. The strategy comes as the brand is focusing on a company-wide pivot towards a more personalized consumer database.
NFL partner brands including Microsoft, Bose, FedEx and Intel will likely show up on the field through product integration and signage.
