This weekend, the marketing agency Known will be celebrating its one-year anniversary with a history-making Super Bowl campaign. The agency has been tasked with advertising the first all-civilian mission to space, a collaboration between Shift4 and SpaceX in support of St. Jude Children’s Research Hospital. Brand Innovators caught up with Mark Feldstein, Partner & President, Studios at Known to discuss the campaign and making a Super Bowl ad during a pandemic.

Purpose will be on full display at the Super Bowl this year, as brands look to strike the right tone and give back to their communities at a time when the world is struggling. This approach has been guiding brands’ sports marketing throughout the year. Executives from Pepsi, AB InBev, Visa, NFL, P&G and more talked about this strategy at Brand Innovators Sports Upfronts on Thursday.

Advertisers have already begun drop hints at what their ad for Super Bowl LV will look like. We are regularly rounding up teasers and updating this post with the latest videos.

Super Bowl LV is on Sunday and we'll be hosting our Upfronts event on Feb 4-5. We spoke to leaders from Frito-Lay, PepsiCo, AB InBev, Chipotle, Nickelodeon and E*Trade about their game day plans.

Molson Coors will not be running a TV spot during the Super Bowl next week, but the brand hopes to inspire consumers to drink Coors on game day by dreaming about the beer.

Ian McLernon, President/CEO Americas of Rémy Cointreau talks Love Letter campaign, supporting restaurants and bars during the pandemic, and why a Super Bowl ad is the ultimate media buy.