Cheetos’ Super Bowl ad will feature a snack-themed rendition of Shaggy’s “It Wasn’t Me.”
This year’s Super Bowl will be an extravaganza of first-time Super Bowl advertisers.
Super Bowl mainstay ads for such products as Pepsi, Coke and Budweiser aren’t being bought for this year’s game, though Pepsi is still sponsoring the halftime show. They’re being replaced by ads from companies that had a strong year while people were home during the pandemic.
Though the game is about two weeks away, some companies have already started releasing their commercials for the biggest TV event of the year. It’s an even bigger event this year, since so many 2020 events were canceled, postponed or downsized. The brands advertising on the CBS broadcast will include Vroom, Toyota, Procter & Gamble‘s Tide, M&Ms, PepsiCo‘s Cheetos and Doritos, Fiverr, Kellogg‘s Pringles and Intuit‘s TurboTax.
Here are the Super Bowl commercials that have already been released. This list will be updated as brands release their official spots:
Amazon Alexa’s ad this year will feature Michael B. Jordan as Alexa personified. Amazon worked with agency Lucky Generals with the ad, which is meant to promote the new design of the device.
Amazon Prime Video will debut a spot for “Coming 2 America,” a sequel to the 1988 comedy “Coming to America,” starring Eddie Murphy.
Anheuser-Busch is running what it calls its first “corporate spot” with agency Wieden + Kennedy, titled “Let’s Grab a Beer.” The 60-second ad was produced by filmmaker David Fincher and scored by Atticus Ross.
Outdoor retailer Bass Pro Shops and subsidiary Cabela’s will run a 60-second ad on the game called “Get Back to Nature.” The ad voiceover says, “In these trying times, we need nature more than ever. We need nature to remind us that like a sunrise or the turning of the tides, these challenges will pass.” The company says the ad was envisioned by founder Johnny Morris, produced in-house had creative support from St. Louis-based agency Kuhl-Swaine.
Bud Light’s “Legends” features stars of past ads, including Post Malone, the Bud Knight, Cedric the Entertainer and more as they help an overturned truck get its beer supplies to the store for waiting customers. The spot was done with Wieden + Kennedy New York.
Bud Light Seltzer Lemonade will run its first Super Bowl spot this year, titled “Last Year’s Lemons.” The spot, done with Wieden + Kennedy, pokes fun at 2020, calling it a “lemon of a year.” The Anheuser-Busch InBev brand announced its entry into the hard seltzer lemonade space earlier this month as it looks to stake a firm claim on the increasingly competitive category.
Cheetos’ spot (for its “Cheetos Crunch Pop Mix”) taps Mila Kunis, Ashton Kutcher and Shaggy for an orange-hued rendition of Shaggy’s song “It Wasn’t Me.” The spot was done with Goodby, Silverstein & Partners. It will appear during the third quarter of the game.
Chipotle is running its first-ever Super Bowl ad, titled “Can a Burrito Change the World?” The restaurant chain’s spot highlights its “Food with Integrity” standards to reduce carbon emissions, save water and support local growers. The ad was created with advertising agency Venables Bell and Partners.
Dexcom, which makes glucose monitoring products, will air an ad featuring Nick Jonas, who has Type 1 diabetes. The company’s first big game ad “calls for better care for people with diabetes who are still painfully pricking their fingers to measure their glucose levels,” the company says.
Disney is doing a 30-second bundle spot on the game for Disney Plus, Hulu and ESPN+, promoting shows like “WandaVision,” “The Great” and “Peyton’s Places.” The spot was done with Buddha Jones.
Doritos’ ad, “Flat Matthew,” shows Matthew McConaughey as a 2D version of himself. That is, until he eats Doritos 3D. The Frito-Lay brand worked with Goodby, Silverstein & Partners on the spot.
Dr. Squatch, a DTC brand that promises “organic and natural handmade soap to men who want to feel like a man, and smell like a champion,” will run its first Super Bowl ad. The company worked with agency Raindrop for the spot.
GM enlisted actor Will Ferrell for its ad, called “No Way, Norway.” More than half of the vehicles sold in Norway are all-electric, and GM is promoting its all-electric vehicle efforts, including its plans to launch 30 new models globally by 2025. The company worked with McCann Worldgroup for the spot.
Mortgage lender Guaranteed Rate’s ad, “Believe You Will,” is slated to run in the fourth quarter of the game. The company says the ad is meant to promote the message that “Whatever your goals, from climbing Mt. Everest to getting a new home with a big yard or a better view, you can accomplish them if you believe you will.” The company said the ad was produced by its in-house creative team.
Sandwich chain Jimmy John’s will make its Super Bowl debut with a 30-second ad called “Meet the King.” Along with the new ad, the company is doing its first brand identity and logo change since founding, and introducing chicken to its menu for the first time.
Financial services company Klarna is running its first Super Bowl ad, featuring Maya Rudolph. The spot will air during the fourth quarter of the game and comes “on the heels of a year of remarkable growth and reflects the brand’s ongoing commitment to the US market,” the company said. Klarna worked with creative agency Mirimar on the ad.
Employment website Indeed is running its first ad on the big game, with the company saying it “highlights the emotional journey of job seekers at a time when many people are facing economic distress.” The company worked with MDC Partners‘ 72andSunny for the ad.
Consumer tech company Logitech will be another first-time Super Bowl advertiser, running a 60-second spot in the first quarter. The spot features Lil Nas X and his new song, “Montero (Call Me By Your Name).”
E-commerce company Mercari is running a 15-second ad to show you can “buy almost anything from home.” The company, a first-time entrant to the big game, said it provided a safe way to clean out closets as Americans decluttered their homes during the pandemic. The ad was done with Rain the Growth Agency.
Michelob Ultra’s 60-second spot, “Happy,” will feature talent such as Serena Williams, Peyton Manning, Anthony Davis and Brooks Koepka. It asks the question, “Are you happy because you win, or do you win because you’re happy?” The company worked with Wieden + Kennedy on the spot.
Michelob Ultra’s spot for its organic seltzer promises that the product is “as real as it tastes,” as it features a number of celebrity doppelgangers. This is the brand’s first Super Bowl ad for the product.
Mars Wrigley brand M&M’s will run an ad with actor Dan Levy in the first quarter. The company says the spot “features a variety of relatable ‘wow, I really shouldn’t have done that’ scenarios and the people in them choosing to make it better with a bag of M&M’s.” The ad, called “Come Together,” was done with BBDO New York.
Pringles’ “Flavor Stacking Space Return” ad, created with WPP‘s Grey Group, promotes the practice of “stacking” different types of Pringles to make flavor combinations.
Robinhood’s first Super Bowl ad features the message: “You don’t need to become an investor. You were born one.” The company said the ad for Sunday’s game is meant to highlight people of all backgrounds investing “time in themselves and in the people and things that they love,” whether it’s starting businesses or changing their hair color. The company worked with MediaMonks on the ad, which comes as the company is at the center of controversy after restricting trading on equities including GameStop.
Scotts Miracle-Gro will run its first Super Bowl ad, with cameos including John Travolta, Martha Stewart; Leslie David Baker and more. The ad promotes a giveaway, in which 42 winners will receive $15,000 and consultation with a lawn and garden expert.
Earlier this week, SpaceX announced it would launch four private individuals on a Crew Dragon capsule into orbit around the Earth, dubbed “the world’s first all-civilian mission.” The spacecraft will be commanded by Jared Isaacman, the founder and CEO of Shift4 Payments. “You can be onboard,” the ad voiceover reads, and prompts viewers to go to Inspiration4.com for a chance to go to space. The spot was done with Known Studios.
Skechers will run a spot this year with Tony and Candice Romo to promote the brand’s Skechers Max Cushioning line. The spot, which the brand did in-house creative for, will air in the second quarter.
Squarespace’s new spot features Dolly Parton’s re-recording of “9 to 5” as “5 to 9,” painting those hours as a time for side hustles. The spot was done by Squarespace’s in-house creative team.
Tide’s spot, “The Jason Alexander Hoodie,” promotes the Procter & Gamble brand’s Tide Hygienic Clean Heavy Duty 10x detergent. The brand worked with its “Woven Collaborative” team for the ad, with Publicis‘ Saatchi & Saatchi leading the creative.
Toyota will show a 60-second ad titled “Upstream” in the second quarter of Sunday’s game to tell the story of Paralympic swimmer Jessica Long. The company said it wants to share an “uplifting message of hope and strength.” It worked with Publicis’ Saatchi & Saatchi on the spot.
The 45-second spot for Intuit‘s TurboTax is titled “Spreading Tax Expertise Across the Land” and features interesting tax rules around America. The company worked with Wieden + Kennedy for the spot.
Uber Eats tapped Mike Myers and Dana Carvey for a “Wayne’s World” Super Bowl spot during the game to encourage viewers to “party on” and support local restaurants. The company worked with agency Special Group on the spot.
Used car retailer, and, yes, another first-time Super Bowl advertiser, Vroom is using its airtime on the big game to show just how painful it says buying from a car dealership is. The 30-second spot was made with ad agency Anomaly and wants to show the benefits of “contact-free” at-home car delivery.
WeatherTech, which makes protective auto accessories, will run two in-game spots on this year’s game (along with a third before the game). The ads were done with Pinnacle Advertising and were filmed in WeatherTech’s facilities in Illinois.
CNBC’s Michael Wayland and Amelia Lucas contributed reporting.
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