Brand Innovators Super Bowl Ad Tracker

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Super Bowl LVI will take place at the new state-of-the-art SoFi Stadium in Los Angeles on Sunday night, and brands are gearing up for advertising’s biggest night.

Super Bowl plans are being revealed every day, so we will be updating this tracker in real-time. Check back regularly for updates. Last update February 13, 1:00 pm ET.

Super Bowl LVI will take place tonight at the new state-of-the-art SoFi Stadium in Los Angeles, and brands are gearing up for advertising’s biggest night.

NBC reported that ad inventory is sold out and that one :30 ad in the game can go for as much as $7 million.

This season’s game comes after the first pandemic-era Super Bowl last year. The omicron variant dampened hopers for other events this year including CES and Sundance, but the variant's decline seems to be coming just in time for the NFL's biggest night of the year.

Travel brands Booking.com and Expedia are testing their first-ever Super Bowl, banking on a big year for travel. Cryotocurrencies Crypto.com and FTX.com are also entering the Super Bowl ad game for the first time, expecting a big year for crypto. Project management and software tools Monday.com and ClickUp are bringing their work project management tools to the big game. Peer-to-peer car selling sites Carvana and Vroom will be at the game playing up the ease of buying and selling cars on their respective sites.

Budweiser will return to the game after a 37 year hiatus. Nissan returns after a six year break. Brands that debuted at the game last year, including Uber Eats and Vroom are returning after last year's success.

The Super Bowl will be a good mix of emotion and humor. There is COVID fatigue and so advertisers are going to lean into that. You're also going to see some innovative use of what the future looks like in places like the metaverse, you're going to get a wide range. But overall, I think the tenor is definitely going to be more lighthearted than maybe what it was last year.

We will continue to update this tracker as news is revealed. Here is what we know so far.

Oikos

Danone's Greek yogurt brand is using the Super Bowl to promote its #OikosStrong campaign starring father NFL legend Deion Sanders and his rising star son Shedeur Sanders competing on strength.

NFL

The NFL will be running an ad tonight and this teaser goes behind the scenes to show how the commercial was made.

T-Mobile

Dolly Parton and Miley Cyrus want to help the dreams of 5G phones come true.

Planters

KraftHeinz brand Planters's Super Bowl spot stars Joel McHale and Ken Jeong debating how to eat mixed nuts - one at a time or all together.

Inuit's QuickBooks & Mailchimp

Intuit QuickBooks will run its first-ever Super bowl ad focused on the QuickBooks and Mailchimp brands. The ad features Grammy award-winning musician DJ Kahled promoting QuickBooks’ new Early Start campaign, an effort aimed at encouraging new entrepreneurs to follow their dreams.

“Our ad celebrates the entrepreneurial spirit and reveals the range of emotions that come with starting a small business. From excitement and confidence in their craft to anxiety and uncertainty about how to manage critical business operations, the ad blends this emotional journey with humor helped by DJ Khaled,” said Dan McCarthy, senior vice president, chief business officer at Intuit, in a statement shared with Brand Innovators. “We're excited to have this incredible opportunity to inspire the millions of new entrepreneurs who will be watching the game and spotlight how QuickBooks and Mailchimp can help them succeed.”

AT&T Fiber

Demi Moore and Mila Kunis star in the "Live like a GIGillionaire " campaign.

Greenlight

Kids finance app Greenlight stars Ty Burrell overspending to teach kids how not to.

Polestar

Swedish electric vehicle manufacturer has revealed a :15 second teaser for its Super Bowl ad. The brand has purchased a :30 second spot in the first half of the game and is centered around the brand's "no compromises" messaging.

“The Super Bowl is an iconic event and I’m excited to bring Polestar’s message to such a wide audience,” said Thomas Ingenlath, CEO of Polestar, in a statement. “We are a young and ambitious brand. We believe in ‘no compromises’, for our design language, our sustainability efforts, and the performance of our cars, and we wanted to share that philosophy with this ad. This is the perfect place to further raise awareness of our brand in the US, and beyond.”

Headspace

John Legend invites viewers to "sleep" with him in the Super Bowl spot for Headspace.

Peacock

Will Smith creates a remix of the theme song to his classic TV show The Fresh Prince of Bel Air to promote the reboot of the show on Peacock.

DraftKings

The fantasy sports and online sports betting operator made their Super Bowl debut last year with two :15 spots and will be back this year with a new :30 spot called “Fortune: Life’s a Gamble.”

The spot, made in conjunction with DraftKings agency of record VanyerMedia, introduces a new brand spokesperson, the Goddess of Fortune. Her motto: “Life’s a gamble.”

“The Super Bowl is an iconic sports and cultural moment we keep circled on our calendars all year long. Our Goddess of Fortune campaign offers an interactive betting opportunity for fans while also underscoring DraftKings’ brand ethos of having skin in the game,” said Stephanie Sherman, CMO of DraftKings, in a statement shared with Brand Innovators.

Meta

Meta, formerly known as Facebook, has dropped their Super Bowl ad, promoting its new take on the metaverse. The "Old Friends. New Fun" spot tells the story of a vintage Show Biz Pizza Place-style animatronic robot who finds a new life in the metaverse.

Toyota

Toyota will be at the Super Bowl for the fifth year in a row. Rashida Jones stars in the new teaser driving a 2022 Tundra.

Booking.com

After a few teasers, Booking.com has released its full game ad. In addition to the spot the brand will run a sweepstakes on Sunday, giving away  100 trips at up to $5,000 each.

In January, the brand dropped two teasers showing starring Elba asking Isaiah Mustafa and Jonathan Goldsmith to rate him his intonation of the “Booking.yeah” tagline as part of the build up.

Expedia

Expedia's :30 second Super Bowl spot “Stuff” stars actor Ewan McGregor who not to think viewers to forget about about the stuff they could buy, and focus on the experiences they could have. “Will we regret the things we didn’t buy? Or the things we didn’t do?” he says in the ad.

Tonal

Serena Williams stars in home-gym Tonal's :30 second spot that will play at the Super Bowl. In the "Strength Made Me" spot, Williams encourages viewers to embrace their strength. “Never be afraid of your strength, because your body is capable of amazing things," she says in the voice over.

Salesforce

Matthew McConaughey goes to space to encourage people to support Team Earth in Salesforce's Super Bowl spot.

Rakuten

Japanese ecommerce firm Rakuten has dropped an extended cut of its Super Bowl ad starring Ted Lasso's Hannah Waddingham. The spot promotes Rakuten Rewards, a shopping-rewards platform the company runs in the U.S., that offers cash back when consumers shop at more than 3,500 stores.

General Motors

General Motors is bringing Austin Powers to the Super Bowl this year as part of its #EVerybodyin campaign.

Weather Tech

WeatherTech dropped its "Special Ops: Fit Crew" game day ad ahead of the Super Bowl this year.

FTX 

Crypto currency exchange FTX has dropped a teaser for its game day ad. In the "Monk" teaser, the company reveals a content to give away the time it runs in bitcoin to four people along with the hashtag #FTXContest.

Remy Cointreau's The Botanist

Rémy Cointreau, a family-owned French business established in 1724, is returning to the Super Bowl this year after running their first Super Bowl ad last year for the Cointreau brand. This year the parent company bought an ad for another brand in its portfolio, The Botanist, a Scottish gin.

“I don't know of any other media events in the year where you could get the best value for money in terms of reach, and also in terms of just a common moment that most consumers in the US and worldwide are engaged in,” Ian McLernon, President/CEO Americas of Rémy Cointreau told Brand Innovators. “I was always surprised by colleagues in China, the UK and France who have engaged in the Super Bowl. This is on the same same level as the Olympics. But it's one moment that happens once a year. We're very happy to use this as a platform.” 

Amazon

Amazon has dropped its Big Game ad. The "Mind Reader" ad stars Scarlett Johansson and her husband Colin Jost star in a parody of what happens when Alexa can read minds.

eToro

The Israeli investment platform that allows crypto investments will tout its services in a first-ever Super Bowl ad.

Wallbox

Electric car charging station Wallbox has revealed a :60 spot as part of the brand’s first-ever TV campaign. The ad features Seth that overcomes his fear of  electricity thanks to Wallbox.

Caesar's Sportsbook

Caesar's Entertainment's online sports betting site Caesar's Sportsbook is coming to the Super Bowl. The company confirmed that the :30 second ad will star actor and comedian JB Smoov actress Halle Berry and the Mannings. The ad will kick off the brand's latest installment of the "Caesar and Cleo" campaign.

"Caesar is ready for his Super Bowl debut alongside Cleo and the ultimate football family, the Mannings," said Sharon Otterman, Chief Marketing Officer of Caesars Digital, in a statement. "We're an entertainment company first and foremost, but we are also storytellers, and this commercial gives us the unique opportunity to highlight family, fun, and football on the world's biggest stage. We're excited to debut the next episode of our iconic campaign and hope it will be the topic of conversation on Monday after the game."

Intuit's TurboTax

Inuit's TurboTax has dropped its full Super Bowl ad ahead of the big game. The :45 second "Matchmaker" spot stars Ted Lasso's Jason Sudeikis promote the tax preparer's personalized services.

“We’re excited to once again have a presence at Super Bowl LVI, and it will be our 9th consecutive year that we’ve advertised at the Super Bowl,” Cathleen Ryan, VP of Marketing for Intuit TurboTax told Brand Innovators. “We continue to see value in prioritizing major marquee moments such as the Super Bowl in delivering our messages to consumers. We believe this high-profile presence during games when fans are most leaned-in will provide breakthrough to our messaging. We also have a big brand opportunity to shift consumer perceptions with our new TurboTax Live services, and the Super Bowl gives us an impactful platform to get that message out.”

Intuit's QuickBooks

QuickBooks has kicked off a new campaign aimed at the 17 million new small businesses that are predicted to form in 2022, and this effort will include a Super Bowl ad. The integrated campaign is focused the importance of getting an “early start” in order for a business to succeed.

“Small business owners just starting out are often uncertain about how to manage critical business operations like paying employees, accessing capital or getting paid,” said Dan McCarthy, senior vice president, chief business officer at Intuit, in a statement. “Yet they are filled with passion, perseverance and grit to make their dreams of owning their own business come true. The QuickBooks ‘Early Start’ campaign demonstrates this duality by spotlighting candid stories from small business owners who possess the tenacity and drive that goes into starting a business while also highlighting how the QuickBooks platform can help them grow and succeed from day one.”

Rocket Homes & Rocket Mortgage

Rocket Mortgage returns to the Super Bowl with an ad starring Barbie and Anna Kendrick.

Verizon

Verizon has dropped a teaser for its Super Bowl ad. The spot shows Jim Carrey returning is his iconic role as Cable Guy.

Planet Fitness

Gym chain Planet Fitness revealed a teaser for its Super Bowl ad starring Lindsay Lohan with appearances by Dennis Rodman and Danny Trejo, as well as a voice over by William Shatner. The ad promotes $10 a month gym memberships with the hashtag #FeelFitacular.

BMW 

BMW will return to the Super Bowl for the first time since 2015. The "Something Electric is Brewing" teaser stars Arnold Schwarzenegger as Zeus and comes just as the brand has recently revealed the 2023 BMW iX1, among its new range of electric vehicles.

ClickUp

Project management software platform ClickUp is running its first-ever Super Bowl ad this year. The humorous spot encourages professionals to declare independence from working like its 1776 and join the modern world.

Carvana

Online used car selling site Carvana will run its first-ever Super Bowl ad this year. The oversharing Mom ad focuses on a mom that can't stop raving about her positive experience using the site.

“Our customer is at the center of everything we do and ‘Your next customer may be your mom’ is a value that’s central to our DNA, so much so that it inspired our Super Bowl national advertising debut to show our commitment to ensuring our customers have a positive Carvana car shopping, buying or selling experience,” said Ryan Keeton, Carvana Co-Founder and Chief Brand Officer, in a statement. “Our in-house team had a lot of fun developing this new campaign to be light-hearted and relatable so people understand how, at Carvana, We’ll Drive You Happy.

Uber Eats

Uber Eats is returning to the Super Bowl after last year's debut with a humorous spot starring Trevor Noah, Gweteh Paltrow and Jennifer Coolidge that plays on what is and isn't ok to eat. 

"After our Super Bowl debut in 2021, we’re thrilled to return for year two with a campaign that highlights everything you can order on Uber Eats - especially the 'Don't Eats,'' said Georgie Jeffreys, Head of Uber Eats Marketing, U.S. and Canada, in a statement shared with Brand Innovators. "With millions of consumers ordering essentials beyond food each month, we continue to remain hyper-focused on expanding into new verticals and offerings, and extending that narrative through our marketing efforts. With the help of some of Hollywood’s favorites, we’re hoping to provide a bit of levity during the big game, as they attempt to eat lipstick, soap and even a candle – all in a state of hilarious confusion."

Squarespace

Payment app Squarespace is returning to the Super Bowl this year. The brand dropped a teaser for the spot which stars actress and singer Zendaya.

Telemundo

NBCUniversal's Telemundo has revealed plans to run a Super Bowl ad promoting the World Cup featuring sports commentator Andrés Cantor, explaining the proper way to celebrate a World Cup goal.

Unilever's Hellman's

Hellman's Mayo is back for the second year in a row with “The Call” ad starring Jerod Mayo.

Nissan

Groupe Renault's Nissan brand is reportedly returning to the Super Bowl this year for the first time in six years. The brand has bought a :60 spot featuring its highly anticipated crossover vehicle Ariya and the Nissan Z sportscar.

The brand shared these teasers of the “Thrill Driver" spot with Brand Innovators. The spot stars iconic actor Eugene Levy, alongside Danai Gurira and Dave Bautista. Nissan Brand Ambassador Brie Larson will also be a part of the campaign.

"The Super Bowl is a very considered investment and it's a huge thing for brands to get into it. For Nissan, we felt that this was the right year to do that,” Allyson Witherspoon, CMO of Nissan Motor Corporation told Brand Innovators. “We have been investing in our brand. We've been running a year long brand campaign and we've also been on a massive product transformation, and we're getting ready to launch two incredible vehicles."

E*TRADE

E*TRADE will be debuting a new commercial at the Super Bowl. The company dropped the prequel for "Monitor," created with agency MullenLowe New York, ahead of the big game. The teaser shows two executives searching for a mysterious character which will be revealed in the game day ad.  

“This year we are doubling down on what makes E*TRADE so special, now as part of Morgan Stanley," said Andrea Zaretsky, CMO of E*TRADE to Brand Innovators. "Morgan Stanley delivers world-class research and unmatched intellectual firepower, while E*TRADE offers best-in-class digital trading and investing platforms, and an iconic, tech-forward brand. As part of Morgan Stanley, E*TRADE clients can work with seasoned financial advisors, access in-depth analyst research, and participate in more IPOs—and we’re just getting started unlocking the value in this combination. Earlier this year we introduced an evolution to our logo to symbolize the joining of E*TRADE and Morgan Stanley, by including Morgan Stanley’s light blue along with our iconic purple. We are at an inflection point that embraces our roots as a digital disruptor, now enhanced as part of Morgan Stanley, and so as the teaser suggests we’ve reached out to an old friend to help us tell that story.”

Samuel Adams

Boston Beer Co.'s Samuel Adams brand has a Super Bowl commercial in which Your Cousin From Boston drinks beer with a Boston Dynamics robot.

Anheuser-Busch

Anheuser-Busch has purchased four minutes of advertising during the big game, as well as additional time in smaller regional buys. “As we look to this year’s Super Bowl, we are excited to illustrate how Anheuser-Busch is accelerating its transformation and further adapting to today’s consumers,” said Benoit Garbe, Chief Marketing Officer, Anheuser-Busch, said in a statement. “For this year’s game, our brands will deliver content that is authentic to their purpose and centered on consumer truths – whether that be through creative that reminds viewers to find joy or content that celebrates the resilience of the American spirit. Now more than ever we believe viewers want to hear about hope, positivity, and possibility, and we’re going to deliver on those themes.”

Bud Light NEXT

For its first-ever Super Bowl ad, the company has created  “Zero in the Way of Possibility” an ad with four vignettes set to the tune of Barbra Streisand’s "Gotta Move."

“This Super Bowl, we celebrate a historic moment in Bud Light and Anheuser-Busch’s history: the introduction of Bud Light NEXT, our first-ever zero carb beer,” said Andy Goeler, Vice President of Marketing, Bud Light, in a statement shared with Brand Innovators. “Ten years in the making, Bud Light NEXT is a symbol of our continued commitment to innovation. Now, on advertising’s biggest stage, we’ll pay tribute to those who are pushing boundaries and redefining the world around us every day."

Michelob ULTRA

The brand's ad stars Serena Williams, Peyton Manning, Jimmy Butler and Nneka Ogwumike as they get reach for a competitive game of bowling. Steve Buscemi stars as the bartender in this "Welcome to Superior Bowl" spot.

Michelob ULTRA Pure Gold

The brand will air an ad in ten markets in Florida and Texas.  


Budweiser

After taking last year off, for the first time in 37 years, Budweiser is returning to the Super Bowl this year.

Bud Light Seltzer Hard Soda

The Super Bowl spot will promote the “Loudest Flavors Ever" starring Guy Fieri.

Stella Artois

The brand will have run a spot from its Life Artois brand campaign pre-game, as well as in regional broadcasts in local markets including: New York, Los Angeles and Miami.

Busch Light

The brand will run a regional TV spot during the game, broadcasting in 41 local markets including: Nashville, St. Louis and Milwaukee.

Cutwater Spirits

Cutwater Spirits, will run its first-ever TV ad at the game, celebrating the everyday ingenuity of its cocktail in a can. The light-hearted spot, created with agency AKQA, celebrates the "Lazy Ones."

"We’ve never taken ourselves too seriously and that sentiment carries through in our first national Big Game commercial as we celebrate the ingenuity of working smarter, not harder,” said Yuseff Cherney, Cutwater Co-Founder and Master Distiller, in a statement shared with Brand Innovators. "Since day one, we have been committed to using our own real spirits to make the best bar-quality cocktails available in a can so folks can spend more time doing the things they love!".

Michelob ULTRA Organic Seltzer

The brand’s Super Bowl ad plays up the drink having zero sugar or carbs.

Monday.com

Monday.com confirmed to Brand Innovators that they will be running a Super Bowl ad this year. The workflow management platform went public last year after remote work has grown significantly over the last two years and will use the :30 second spot to demonstrate its platform. The "Work Without Limits" ad will run in 19 of the largest markets during the first half of the Super Bowl. The spot is part of a wider digital and OOH effort.

The brand's 90-person marketing team designed and executed the entire the cross channel campaign and The Mustache Agency worked as a partner for the TV spot.

“The Super Bowl is a main event in the US, something that is very deep in the culture,” Guy Shriki, head of brand awareness and offline marketing at Monday.com told Brand Innovators. “It's a great opportunity to find the target audience in a situation where they are willing to consume ads, because this is a big part of the Super Bowl, people expect to watch the ads.”

Taco Bell

Yum Brands' Taco Bell is celebrating its 60th anniversary this year by returning to the Super Bowl after taking five years off. The QSR revealed plans for a :30 second spot in the fourth quarter of the game that "celebrates a modern expression of Live Más." The integrated is a collaboration with Deutsch LA, Edelman and Spark Foundry. the company dropped the above commercial on its YouTube page on February 6th but has not confirmed if there is a connection to the game day ad.

Irish Spring

Colgate-Palmolive brand Irish Spring will run its first-ever Super Bowl ad this year, as the brand looks to appeal to younger audiences.

Kia

Kia America will return to the big game with a 60-second spot after taking last year off. The ad will be Kia's 13th time at the Super Bowl.

Sam's Club

Sam’s Club will run its first big game ad this year. Comedian and actor Kevin Hart will star in the :30 second spot that will promote Sam’s Club’s “VIP-worthy” services. The ad, which was created with creative agency VMLY&R, will air at the two-minute warning in the fourth quarter.

“The timing was right for us,” said Tony Rogers, Chief Member Officer, Sam’s Club, in a statement. “Sam’s Club has had extraordinary momentum through our last reported quarter; in Q3 we recorded our seventh consecutive of double-digit comps and reported that membership is at an all-time high. It was time for us to highlight our brand on a bigger stage, and the biggest football game of the year gives us the perfect opportunity to reach an incredibly diverse audience of viewers.”

Vroom

Used car marketplace site Vroom will be returning to the Super Bowl this year for the second year in a row. The “Flake the Musical” spot features a Broadway musical-style song and dance, choreographed by La La Land choreographer Mandy Moore. The dance emulates the emotional rollercoaster of selling a car on a peer-to-peer site the buyer fails to show up. Vroom's ad agency of record Anomaly created the 30-second spot and Ocean Media led the media buying.

“Sports and live sports have been a really successful piece for us in our overall marketing spend,” Peter Scherr, CMO of Vroom, told Brand Innovators. “There is no bigger stage than the super bowl to leverage that destination viewing concept. We are really pivoting off of last year’s Super Bowl ad where we were showcasing how easy it is to buy a car compared to the traditional dealership. This year we are going to introduce the concept of selling your car through Vroom, without having to meet strangers and negotiate around the price. Given what is happening with supply chain issues, we felt that it was the right time to highlight our car selling capabilities. In every measure, the 2021 experience shows us how impactful the Super Bowl is, in terms of being the tent pole event for us.” 


Pepsi

Pepsi revealed its Halftime Show back in September. The All-Star lineup includes: Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar. Watch the new trailer dropped on January 20th!

“Artists like Dr. Dre and Snoop Dogg were at the forefront of the West Coast hip hop revolution, so to be able to bring them back to LA, where it all began alongside Eminem, Mary J. Blige and Kendrick Lamar will prove to be an epic, unforgettable celebration of the impact hip hop has today,” said Todd Kaplan, VP of Marketing, Pepsi, in a statement. “The Pepsi Super Bowl Halftime Show has become a landmark cultural moment, bringing about some of the most iconic performances over the years – from JLo and Shakira to Lady Gaga to The Weeknd – and we are thrilled to bring together such an incredible array of talented, record-breaking musicians to put on a performance for the ages.”

Frito-Lay’s Flamin’ Hot Cheetos and Doritos

Frito-Lay has revealed plans to run its first-ever Flamin' Hot Super Bowl ad. The brand teased the spot in this video above starring Megan Thee Stallion. She can be seen eating Cheetos Flamin' Hot Crunchy in the spot.

The brand has since teased the above teaser for Cool Ranch in which Megan Thee Stallion gives a nod to Salt-N-Pepa. "I bring heat to everything I do, so it only made sense to partner with Flamin' Hot on this campaign," she said in a statement. "Filming this Super Bowl spot and paying homage to Salt-N-Pepa was an incredible experience and I can't wait for my Hotties to check it out."

Frito-Lay Lay's

Lay’s will run a spot during the Super Bowl with a new ad starring Paul Rudd & Seth Rogen exploring their experience .

Google

Google confirmed to Brand Innovators that they will be advertising during the Super Bowl, after skipping last year’s game. The "Seen on Pixel" teaser focuses on the Pixel 6 camera and features iconic singer and flute player Lizzo and her new track "If You Love Me." The second spot shared online focuses on how the new camera is designed to accurately represent darker skin tones.

Turkish Airlines

The airline dropped the teaser for "First to the Gate" on its YouTube page ahead of the big game.

Avocados from Mexico

After sitting on the sidelines for the Big Game in 2021, Avocados From Mexico, has revealed plans to return to the event. The brand, which has previously advertised six times at the Super Bowl, confirmed to Brand Innovators that they will produce a 30-second spot at the big game and execute a 360 integrated campaign. 

"The Big Game has always been an effective way for us to connect with avocado obsessed consumers. Not only did we first introduce our brand seven years ago at the Big Game, but we've innovated year after year to continue to engage and excite avocado fans," said Alvaro Luque, president and CEO of Avocados from Mexico, in a statement shared with Brand Innovators. "We took the last year to build on that success, but create something totally different. We're getting ready to launch the most sales-effective campaign we've ever created, integrating shopper, digital and the brand like never before." 

In addition to the TV spot, the brand will also run an integrated digital campaign that includes a national shopper program featuring former New Orleans star quarterback Drew Brees who will prepare fans for Super Bowl parties in the "Guac Zone."

P&G's Gillette

Gillette has released a new razor called GilletteLabs and is reportedly returning to the Super Bowl for the first time in 16 years to promote it. The brand has not revealed plans for the release just yet but the above spot, dropped at the end of January introduces the new product.

Hologic

Medical technology company health Hologic, which offers AI to help address women's health issues, will be a first-time advertiser at the Super Bowl this year. The company has bought a :30 spot during the first half of the game to launch a new campaign promoting the company’s Well-Woman initiative anchored by its
featuring Grammy Award winner and Academy Award nominee Mary J. Blige. The TV campaign will run through the Winter Olympic Games on NBC stations.

In the ad, Blige shows how she makes time in her busy schedule for annual gynecological exams. The spot was created by Black-owned woman led agency CHÉ Creative and directed by child.

“Hologic has enjoyed a great relationship with Mary J. Blige for the past couple of years and when it was announced that she would be the only woman among sort of the halftime show lineup, it seemed like the perfect opportunity to partner and expand the partnership with somebody who understands Hologic's mission and commitment to women's health,” Cheryl Overton, chief experience officer at Cheryl Overton Communications, the strategy and integration agency representing the brand, told Brand Innovators.

Kellogg’s Pringles 

Pringles is back at the Super Bowl for the fifth year in a row with a :30 spot created by the Grey Group. The Stuck In spot begs the question, "Is grabbing the last Pringles crisp worth getting your hand stuck in the can… forever?"

"We're excited to kick off another year by bringing something fun and completely new to our dedicated Pringles fan base and Big Game viewers," said Gareth Maguire, senior director of marketing at Pringles, in a statement. "Our fans will be both surprised and excited to see us address an age-old problem with a pretty delicious, and 'worth it' risk during the most anticipated sporting event of the year." 

Crypto.com

Singapore-based cryptocurrency platform Crypto.com will run its first-ever Super Bowl ad this year, according to reports. This comes as the company looks to build brand awareness in the US. Recently, the company bought the naming rights to the former Staples Center in  Los Angeles, which is now called the Crypto.com Arena.

Brands Sitting Out This Year

Coca-Cola

Coke is sitting out this year's big game for the second year in a row.

Mars Wrigley

After 12 years of running ads during advertising’s biggest night for brands including: M&M’s, Skittles or Snickers, Mars Wrigley is reportedly sitting out this year.

Klarna

After debuting at the Super Bowl last year, the payment services brand confirmed to Brand Innovators that they will not participate in the Super Bowl this year.

Indeed

After debuting at the Super Bowl last year, the job searching site confirmed to Brand Innovators that they will not participate in the Super Bowl this year.

Fiverr

After debuting at the Super Bowl last year, the freelance marketplace confirmed to Brand Innovators that they will not participate in the Super Bowl this year.

"As of right now, we don't have plans to run an ad in this year's Super Bowl," said a spokesperson. :We are continuing to build our brand recognition by investing in other marketing channels."

Kimberly Clark-Huggies

Kimberly Clark-Huggies brand ran an ad in last year's Super Bowl but confirmed to Brand Innovators that they will not be running an ad during the game this year.

Cadillac

Cadillac CMO Melissa Grady confirmed to Brand Innovators that the brand would not be running a Super Bowl ad this year.

Chipotle

After debuting at the Super Bowl last year, the QSR has confirmed to Brand Innovators that they will not be running a Super Bowl ad this year.

Robinhood

After debuting at the Super Bowl last year, the financial services brand has confirmed to Brand Innovators that they will not be running a Super Bowl ad this year.

StateFarm

After debuting at the Super Bowl last year, State Fram has confirmed to Brand Innovators that they will not be running a Super Bowl ad again this year. Instead, State Farm launched the #TeamStateFarm TikTok challenge: a contest calling on creators to submit videos with their special skills for the chance to star in a future State Farm ad. Jake from State Farm be the talent scout and decide on the winners.

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