Super Bowl LVIII will take place in Las Vegas on February 11. As the Kansas City Chiefs and the San Francisco 49ers gear up for the big game, brands are beginning to prepare for advertising’s biggest night.
CBS Sports reported that the 2023 season was the most-watched regular season since the NFL returned to CBS in 1998, averaging 19.345 million viewers and up 5% over last year. CBS has already sold out its inventory for in-game spots, which revealed that the Paramount Global-owned network is selling :30 spots for as much as $7 million.
Usher is set to perform during the Super Bowl halftime show, which is being produced by Apple, after Pepsi’s 10 year-deal ended last year. Taylor Swift is expected to watch her boyfriend Travis Kelce play, a phenomenon which has been attracting a younger generation of fans to NFL games.
Many brands are hosting experiential activations in Las Vegas during the week leading up to the big game. This includes: Taco Bell, Doritos, State Farm, Popeyes, Verizon, Coca Cola’s Bodyarmor and many more.
Sunday is gearing up to be an memorable night of spots, entertainment and advertising. Here is what we know so far. We will be updating this post regularly leading up to the tentpole event, so be sure to check back in here to find out the latest.
Language app Duolingo made its Super Bowl debut this year with a :5 spot in New York, Los Angeles, Chicago, San Francisco, Miami, Detroit, and Pittsburgh markets.
TurboTax has dropped its Super Bowl spot ahead of the game. The brand is back for the 11th year in a row with new work from R/GA called “Make Your Moves Count,” which is anchored by seven films, including two Spanish language spots. Quinta Brunson stars in the Taika Waititi-directed spot.
The :45 second spot, titled “The TurboTax Super Bowl File,” will run in the second quarter on Super Bowl Sunday. In addition to the :45 second quarter spot, Quinta will star in :30 pre-game spot as well.
“Intuit’s ‘Make Your Moves Count’ campaign establishes our commitment to the millions of filers who lead dynamic, innovative lives, and can count on TurboTax to deliver an unmatched outcome,” said Nick Soukas, Senior Vice President of Intuit’s Consumer Group, in a statement shared with Brand Innovators. “Taxes are a reflection of our customers’ diverse lifestyles, and our tax experts and AI technology work together to identify even the smallest credit or deduction at tax time. We guarantee 100 percent accuracy, maximum refunds, and minimal effort to our new and existing valued customers.”
Pizza Hut is running two ads during the CBS pre-game show, promoting its new Hot Honey Pizza & Wings menu items.
Verizon & Total by Verizon
Total by Verizon has created a Spanish-language ad the Super Bowl. The humorous spot is directed by Fred Armisen.
The brand will be doing a number of on-site activations in Las Vegas, including promoting Verizon on The Sphere.
Toyota has dropped its Super Bowl spot ahead of the game. The “Dareful Handle” spot promotes the car company’s 2024 Tacoma, demonstrating its abilities in a high action adventure.
e.l.f. Cosmetics is returning to the Super Bowl, after a successful regional debut last season, as one of the first-ever beauty brands to advertise during the big game. This year, the company has brought back Meghan Trainor (who starred in last year’s ad) and also tapped the cast of Suits, several stars from Ru Paul’s Drag Race and Judge Judy (her first-ever commercial). The ad is a courtroom spoof in which overpriced cosmetics are on trial.
“Last year was really focused on one main star, but we knew that we wanted to take more of an ensemble cast approach,” said Liza Suloti, co-founder/chief communications officer at Shadow, the agency behind the campaign. “When we landed on Judge Beauty, we couldn’t imagine anyone better suited to play that role than Judge Judy. She actually shared with us on set that this was on her bucket list, to one day do a Super Bowl spot. All the stars aligned.”
Microsoft has dropped its Super Bowl spot, which promotes the tech company’s AI Copilot tool with the tagline “Your everyday AI companion.”
“When people think about AI, they think about big issues in big ways—like it will be used for curing cancer,” Kathleen Hall, chief brand officer at Microsoft, shared with Brand Innovators. “And I think what we want this ad to get across is there is really a role for AI in a functional, impactful way in regular people’s lives, doing things that they could not otherwise do for themselves or making some of the hard work that they have to do a little bit easier. It’s really about making AI accessible and impactful in your everyday life.”
Squarespace has tapped Martin Scorsese for its “Hello Down There” Super Bowl spot, which imagines human life consumed by the digital world.
“At Squarespace, we have always said that an idea isn’t real until you make a website for it,” said David Lee, chief creative officer at Squarespace, in a statement shared with Brand Innovators. “It’s been an honor to work alongside the cinematic legend Martin Scorsese to bring this insight to life through his lens for our 10th Super Bowl campaign. Our focus on design and creativity has always been at the heart of our business and the reason why people choose us – and nothing illustrates this more than our Super Bowl campaigns.”
The Ferrara Candy brand has dropped its :30 spot for the game, featuring Nerds characters and singer Addison Rae. The spot promotes the brand’s Gummy Clusters product line.
Skechers has dropped a Super Bowl ad starring Mr. T. The spot emphasizes that there is no “t” in Skechers, which Mr. T disagrees with.
“With this Hands Free Slip-ins technology, they make it so easy to put the ‘t’ in Skechers!” said Mr. T, in a statement. “Just slip in and now ‘t’ is in the Big Game with Skechers too! I pity the fool who’s bending down and dealing with laces nonsense!”
Uber Eats has tapped a star studded cast: David Schwimmer and Jennifer Aniston, David and Victoria Beckham, Jelly Roll and Usher for its game day ad that encourages consumers not to forget Uber Eats.
MTN DEW BAJA BLAST
MTN DEW Baja Blast is celebrating its 20 year anniversary this year with new packaging and their first-ever Super Bowl spot. Aubrey Plaza stars in the soft drink brand’s :30 spot, which will run during the first quarter of the game. Her former co-star Nick Offerman makes a cameo appearance in this humorous spot.
“MTN DEW BAJA BLAST has cemented its place as a fan-favorite flavor in pop culture and as a staple in countless Taco Bell orders, so we knew we had to celebrate its 20th anniversary in a big way. Nothing’s better than giving fans what they’ve asked for, with a few additional surprises to keep the celebration going all year long,” said JP Bittencourt, vice president of marketing at MTN DEW, in a statement. “Thank you to all the BAJA BLAST lovers over the last 20 years. Because of you, everyone nationwide can now buy the beloved flavor in-stores and as always, at Taco Bell, all year long and earn rewards while doing so… that’s a win-win.”
Modern mountain sports lifestyle brand Salomon is kicking off a new brand campaign with a:30 Super Bowl ad in New York and San Francisco.
The ad is part of a :90 brand film called Welcome Back to Earth brand film inspired by research about the importance of being active in the natural environment for good mental health.
M&M’S will be returning to the big game after winning a Gold Lion at Cannes for last year’s ad “Spokescandies on Pause.” The ad stars actress Scarlett Johansson, NFL legends Dan Marino, Terrell Owens and Bruce Smith and the M&M’S spokescandies.
The ad, created with BBDO New York, centers around the “M&M’S Almost Champions Ring of Comfort,” a 14K gold ring with real lab-made diamonds made from M&M’S Peanut Butter. The spot will run during the first commercial break in the first quarter of the game.
“M&M’S is more culturally relevant than ever and for more than 80 years this Mars brand has delivered entertainment and excitement for fans,” said Gabrielle Wesley, Chief Marketing Officer, Mars Wrigley North America, in a statement shared with Brand Innovators. “M&M’S has shown up big at the Super Bowl over the past two decades and we’re excited to continue celebrating our relationship with the NFL by using the moment to kick off a new focus on product for M&M’S in 2024.
Arnold Schwarzenegger stars as Agent State Farm, a special agent who will go to great lengths to be a great neighbor in State Farm’s action movie spoof-style ad.
“State Farm has become synonymous with sports and our iconic campaigns have been part of pop culture moments throughout the year,” said Kristyn Cook, chief marketing, sales and agency officer at State Farm, in a statement shared with Brand Innovators. “Our Agent State Farm campaign for this year’s Big Game has allowed us to use humor and entertain, while giving us a chance to reiterate what it means to be a good neighbor.”
Kawasaki will advertise at the big game for the first time ever. The spot is for the new RIDGE side x side and features two men who grow magical mullets when they drive the vehicle. The brand is also doing a partnership with Great Clips, offering free mullet haircuts to 15,000 consumers.
Popeyes is running its first-ever Super Bowl spot, during the first quarter of the game. The :60 spot, made with creative agency McKinney, stars comedian Ken Jeong and promotes the brand’s new Wings offering. The brand is also running the “Wings for Wings” promotion, giving away free 6 piece wings with any online or in app purchase if a football team has wings in its name, logo or mascot Super Bowl.
“Popeyes is always at the forefront of culture – and this is one of the biggest cultural moments of the year,” said Jeff Klein, chief marketing officer for Popeyes. “We launched our permanent Wings offerings in late November, and we wanted to leverage the biggest advertising stage to showcase a product that has once again shaken up the QSR industry.”
Bud Light, the Official Beer Sponsor of the NFL, has dropped its new commercial ahead of the game. The “Easy Night Out” spot introduces the Bud Light Genie, a character that helps make a fun night out with friends. The spot stars a range of celebrities including Peyton Manning, Post Malone and UFC CEO Dana White.
“This year, we’re unleashing the Bud Light Genie and all his magic on Super Bowl LVIII, just in time for NFL fans to crack open a Bud Light and join in on the fun of an ‘Easy Night Out’,” said Todd Allen, VP of marketing for Bud Light, in a statement shared with Brand Innovators. “And we’re bringing that magic from the screen straight to Vegas this year, with epic experiences and unparalleled access for our fans, including custom Super Bowl LVIII packaging in Vegas and a once-in-a-lifetime concert with Zach Bryan and Leon Bridges.”
United Airlines has tapped Emmy Award-winning film and television actor Kyle Chandler to imagine what’s possible next year for their teams, focusing on United’s option to change a flight without a fee. The airline has created six different in-game TV ads that speak to different audiences in regional markets, whose teams may not have made the big game.
“Not everyone who is watching the game is feeling the same way, in fact, the majority of viewers are watching someone else’s team play,” said Maggie Schmerin, chief advertising officer at United Airlines, during a Zoom press conference. “Given our nearly 50 year history of working with professionals football teams and the deep relationships we have with the communities we fly, we had a unique opportunity and the credibility to offer a personalized and authentic message of inspiration to those fans who, yes, might be watching the game this year, but in their hearts, they are already thinking ahead to their team’s chances next season.”
Coors Light is returning to the Super Bowl with its iconic Coors Train, an iconic part of the brand’s history that hasn’t been seen in 12 years. The brand is bringing the train back to jump on the sales momentum the company has experienced over the last year, since they overtook Bud Light as the leading product in the category last year.
“More people than ever are reaching out for a Coors Light, and if we need to deliver Coors Light for all of these people, why not bring back our best ever delivery device, which is the Coors Light train,” said Marcelo Pascoa, vice president of marketing for the Coors Family of Brands. “The second big reason is that since 2019, the brand has been focused as much on emotional refreshment as physical refreshment.The first time the train existed, the brand was all about the physical side of refreshment. Whenever the train would come, there was this magical frostiness that surrounded everyone around it.”
Reese’s brand will return to the Big Game with a 30-second spot, produced by Erich & Kallman, that introduces changes to iconic candy.
“Reese’s has a fervent fan base who are as emotionally invested in our iconic pairing of peanut butter and chocolate, much like the fan bases of the two teams in the Big Game,” said Ryan Riess, vice president creative & brand strategy, The Hershey Company, in a statement shared with Brand Innovators. “We’re excited for the biggest candy brand to return to the biggest stage after four years.”
Etsy is making its Super Bowl debut with a spot that highlights its brand new gift mode.
Pringles will be back at the Super Bowl in 2024 with a :30 spot for the seventh year in a row. Chris Pratt stars in the spot for the Kellanova brand, which was created by WPP’s Grey Group. In the spot, a mustached Pratt shares a resemblance to the Pringles mascot Mr. P.
In addition to the TV spot, the brand is running a social media campaign encouraging consumers to transform themselves into Mr. P using Pringles’ interactive Snap Lens and share to win prizes.
Coca-Cola’s Bodyarmor Sports Drink is coming to the Super Bowl this year in a move to introduce new flavors to a wide audience. The :30 spot, which will run during the Super Bowl broadcast, is called “Field of Fake” and plays on AI to promote its realness.
“One of our biggest areas of opportunity is driving household penetration and driving awareness,” said Tom Gargiulo, Bodyarmor CMO. “You’re never going to find an opportunity to reach as many households as the Super Bowl does. So we decided, if we’re going to do it, this is the year to do it. And we wanted to make sure that we put together an ad that would be Super Bowl worthy.”
Google has released its Super Bowl spot ahead of the big game. The spot tells the story of a blind man that uses the brand’s Guided Frame, an AI-powered accessibility feature for the Pixel camera that helps blind and low vision people take selfies and photos. The spot was created by Google’s Creative Lab in collaboration with GUT and directed by blind filmmaker Adam Morse. It will air during the second quarter of the Super Bowl.
Drumstick has debuted its :30 Super Bowl ad spot starring Eric Andre. The Doctor on the Plane spot will run during the third quarter.
“Last year we debuted our ‘Another Day, Another Drumstick’ campaign, and we thought this would be the perfect opportunity to bring America’s favorite sundae cone to the biggest stage yet,” said Kerry Hopkins, Marketing Director Drumstick, in a statement shared with Brand Innovators. “With the help of our beloved Dr. Umstick and his new friend, Eric Andre, we’ll take viewers on a hilarious journey reminding them that any day is a good day for a Drumstick.”
Dove has dropped a teaser for its Super Bowl spot, which is focused on keeping girls motivated to do spots based on the insight that 45% of girls drop out due to low body confidence. The beauty brand is returning to the Super Bowl for the first time since 2006, with a :30-second TV spot during the first quarter of the game. The ad will focus on the importance of boosting self-esteem in young girls, promoting body confidence in girls to encourage them to keep playing the sports they love.
“Dove is on a mission to make sports a place where all girls can thrive and feel like they belong,” said Leandro Barreto, senior vice president, global Dove Masterbrand, in a statement. “The prevalence of negative body talk in sports and focus on appearance over ability harms girls’ body confidence. As the biggest champion of self-esteem for girls globally since 2004, we are thrilled to return to the Big Game and use this massive stage to drive meaningful awareness for this important issue and help girls stay in sports.”
Booking.com has tapped Tina Fey for its Super Bowl spot and has dropped the ad ahead of game day. In the commercial, the brand promotes the message that you can “book whoever you want to be” on vacation.
“Booking.com is on a mission to make it easier for everyone to experience the world,” said Arjan Dijk, SVP and chief marketing officer at Booking.com, in a statement shared with Brand Innovators. “This year’s Booking.yeah campaign shows that travelers can book whoever they want to be by using our seamless app, with a wide range of unique places to stay across the U.S. and the globe. The talented Tina Fey and surprising cameos by Glenn Close, Jane Krakowski and Jack McBrayer helped bring the creative to life in a fun, optimistic, comedic way that resonates with American travelers.”
Kia America has released a :15 second teaser for the car company’s Super Bowl ad, which will focus on the 2024 Kia EV9 three-row EV SUV. The :60 Super Bowl spot is scheduled to air during the fourth quarter of the game and will market the kick of the brand’s new flagship vehicle.
“We’re excited to kick off the marketing campaign for the Kia EV9, the first mass market three-row EV SUV in the U.S., with our Super Bowl spot which will highlight the power we all possess – both literally and figuratively – to help make our dreams come true,” said Russell Wager, vice president, marketing, Kia America, in a statement shared with Brand Innovators.
NYX Professional Makeup
NYX Professional Makeup is celebrating its 25th anniversary with its first-ever Super Bowl spot, a 30-second ad created with McCann New York. NYX joins the big game after e.l.f. Cosmetics was the first cosmetics company ever to run ad during the big game in 2023.
Cyber security brand CrowdStrike is running their second Super Bowl ad this year. The spot is a futuristic take on the Wild West that aims to illustrate how cybersecurity can stop malicious attacks in the digital world.
Paramount+ will be at the Super Bowl for the fourth year in a row with a new spot that continues the brand’s “A Mountain of Entertainment” brand campaign.
BMW is returning to the Super Bowl with a :60 spot starring Christophere Walken, according to reports. The ad marks the return of the brand to the big game after skipping last year. The spot, by Goodby, Silverstein & Partners, will focus on EVs.
Oreo is returning to the Super Bowl with a new campaign starring Kris Jenner, which plays up the experience of twisting an Oreo cookie. The spot is aimed at engaging with fans by tapping the unique passion points of the 110 year-old brand.
“We see this as more than just an opportunity to showcase our product, but as an opportunity to be part of the cultural conversation and encourage our consumers to continue to find playfulness in their everyday lives,” said Michelle Deignan, vice president, OREO, US. “We challenge ourselves to show up in culture and the Big Game is one of the most iconic cultural events of the year.”
Swiss chocolate brand Lindt is making its Super Bowl debut with a new spot that promotes Lindor truffles. The :30 “Life is a Ball” spot is directed by The Greatest Showman’s Michael Gracey and features the Perry Como track “Round and Round”.
e.l.f. Cosmetics will return to the Super Bowl with a 30-second national spot.
The spot will focus on the retailer’s $14 Halo Glow Liquid Filter, the company’s No. 1 selling product in 2023. Director/writer Zach Woods of Silicon Valley and The Office will direct the spot.
Streaming service Pluto TV is celebrating its 10th anniversary with its first-ever Super Bowl ad. The spot is a journey to Pluto TV Country – the location where “the best couch potatoes in the world are raised on the finest content.”
Unilever’s Hellmann’s Mayonnaise
Hellmann’s Mayonnaise will return to the Super Bowl for its fourth consecutive year with a :30 TV commercial that will focus on the brand’s commitment to both the game and tackling food waste. Kate McKinnon and Pete Davidson star in the spot released ahead of game day.
“Hellmann’s has always dedicated its Big Game commercial to the fight against food waste,” said Chris Symmes, marketing director, dressings North America at Unilever, in a press release. “Given what we know about food waste the day after the game, there couldn’t be a more relevant moment to drive awareness and make an impact about the issue. For the last three years, we’re proud to say that our message got people talking about leftovers – we even saw an increase in the conversation about food waste by double digits– and we have plans to make this year the most impactful yet.”
DoorDash is using the Super Bowl stage to give away prizes from all of the other Super Bowl advertisers. The spot includes a sweepstakes at doordash-all-the-ads.com, where consumers can “ads” these products to the cart. The grand prize winner will win not only Doritos Dinamita, Dove, MTN DEW Baja Blast, M&M’S, OREO Cookies, Popeyes and so on, but even a car.
“DoorDash was founded 10 years ago with a simple mission: grow and empower local economies. What started out as connecting consumers with their favorite local restaurants has transformed into a multi-category marketplace where you can get pretty much anything from your local neighborhood delivered – from food, to flowers, alcohol, retail items, and more – straight to your door,” said Kofi Amoo-Gottfried, CMO, DoorDash, in a statement. “We believe there’s no better way to showcase what’s possible with DoorDash than literally delivering all the Big Game ads to one lucky winner.”
Anheuser-Busch’s Budweiser, Bud Light and Michelob ULTRA
Anheuser-Busch’s Budweiser, Bud Light and Anheuser-Busch’s Michelob ULTRA will return to the Super Bowl. The parent company has purchased 2.5 minutes of air time during the big game for its brands.
“The Super Bowl is advertising’s biggest moment, and our goal is to once again captivate our audience when the world is watching,” said Kyle Norrington, chief commercial officer, Anheuser-Busch, in a statement shared with Brand Innovators. “We’re showing up big time in this moment that matters for our beer drinkers and football fans across the country through unmatched creative storytelling, seamless trade integrations, record-breaking consumer sweeps, robust media plans, and on-the-ground activations.”
E*TRADE from Morgan Stanley
E*TRADE from Morgan Stanley will be back at the Super Bowl with a :30 spot.
The Foundation to Combat Antisemitism (FCAS)
The Foundation to Combat Antisemitism (FCAS) will run its first-ever Super Bowl. The campaign is a push to raise awareness about antisemitism with the hashtag #StandUpToJewishHate using the blue square emoji as a unifying symbol of support.
“The #StandUpToJewishHate campaign is designed to raise awareness for the fight against antisemitism, specifically among non-Jewish audiences and to help all Americans understand that there is a role for each of us to play in combating a problem that is unfortunately all too prevalent in communities across the country today,” said Robert K. Kraft, Founder of the Foundation to Combat Antisemitism, in a statement shared with Brand Innovators. “We must stand up and take action against the rise of all hate and I hope everyone will post and share the Blue Square to show their support in this fight.”
Frito-Lay brand Doritos will return to the Super Bowl this year promoting its spicy new Doritos Dinamita line. The company has teased a video of Wednesday’s Jenna Ortega who reacts in horror when she discovers Doritos Dinamita chips are out of stock.
“Doritos has a long history of delivering fan-favorite Super Bowl commercials, but new pack-a-punch flavors, unique shapes and some spicy stars will make Dinamita’s Super Bowl commercial a campaign that will get snackers across the country buzzing like never before,” said Tina Mahal, senior vice president of marketing at PepsiCo Foods North America, in a statement shared with Brand Innovators. “This relaunch of Doritos Dinamita proves that spicy is about more than just heat, and both Dinamita varieties give snackers looking for that extra crunch a new favorite Doritos form.”
Frito-Lay has teased its “Taste of Super Bowl” campaign, which features former Super Bowl champions, Rob Gronkowski, Marshawn Lynch and Troy Polamalu.
“At Frito-Lay, our fans are at the center of everything we do – and we’re always dreaming up new and exciting ways to heighten the game-watching experience during the biggest sports moments of the year,” said Brett O’Brien, chief marketing officer, PepsiCo Foods North America, in a statement shared with Brand Innovators. “The joy that comes with the Super Bowl confetti drop is truly unique. We loved bringing this feeling to life in our Taste of Super Bowl campaign and now will let one of our fans be the one to kick off the celebration at Super Bowl LVIII.”
Volkswagen will celebrate its 75th anniversary with a Super Bowl ad. The brand teased the documentary-style “Arrival” spot on YouTube.
DraftKings is not making a big game buy but is running a spot during the NFL Playoffs and ahead of kickoff before the Super Bowl.
“DraftKings’ advertising plans for this year’s Super Bowl will not include an in-game spot,” said Stephanie Sherman, chief marketing officer at DraftKings, in a statement shared with Brand Innovators. However, we will be introducing a new round of commercials featuring Kevin Hart during the NFL Playoffs and ahead of kickoff before the game.”
Starry will run its first-ever Super Bowl commercial this year. The brand has tapped Grammy-nominated rapper for her first-ever Super Bowl spot. She will star alongside the brands characters Lem & Lime.
Sports betting company FanDuel will be returning to the Super Bowl for the second year in a row. The Kick of Destiny 2 spot will star NFL icon Rob “Gronk” Gronkowski trying to kick a field goal, following up on last year’s ad in which Gronkowski attempted to kick a field goal just before kick-off to the Super Bowl.
“Last year’s Kick of Destiny campaign saw tremendous engagement from our customers as they were captivated with what would happen during our live Super Bowl commercial,” said Andrew Sneyd, EVP of marketing at FanDuel, in a statement. “With the introduction of the Make or Miss free pick function and Rob’s desire for redemption, this year will be even more exciting for FanDuel customers. Rob is an authentic embodiment of the FanDuel fan – passionate, entertaining, and trailblazing – and we’re ready to make history…again.”
Sports betting app BetMGM is planning an ad for the big game, according to reports.