Super Bowl 58 is right around the corner, and that means viewers can count on brands using the big game to capture their attention. More than 115 million people tuned in to last year’s event. Super Bowl Sunday is one of the world’s biggest stages, and advertisers continue to pour money into campaigns.
In 2023, Tubi duped audiences with its channel-changing trick. This year, as in past years, the ads will aim to entertain, inform, crack you up or dazzle you into spending money. Celebrity cameos are everywhere, as are beer and food, and there are a handful of newcomers on the scene too. To top it off, DoorDash will deliver every item you see in a Super Bowl commercial to one winner — including new cars, candy and a giant bucket of mayo. Here’s a look at the ads that have dropped so far, ahead of Sunday’s game.
T-Mobile: Flashdance with Jason Momoa, Zach Braff, Donald Faison
Jason Momoa hits a high note and executes a superhuman backflip in this upbeat T-Mobile ad that pays homage to the 1983 movie Flashdance. The spot also stars Zach Braff, Donald Faison and, briefly, Jennifer Beals.
Reese’s Cups: Big change
Reese’s makes a big announcement about a new candy, and it’s a little chaotic. Say hello to a different kind of Reese’s Cup.
Dove: Self-love for girls
In its spot, Dove brings attention to the issue of girls quitting sports because of low body confidence.
Michelob: Things get Messi
Lionel Messi orders Michelob from a beachside bar and winds up whizzing across the sand with his dazzling footwork as he waits for his beer. Not only does he impress Jason Sudeikis — aka Ted Lasso — but Leo also catches a pass from a fellow Miami football star (the other kind of football): Dan Marino.
BMW: Moves like Walken
Acting legend Christopher Walken attracts nonstop imitators in this BMW ad that also features a surprise appearance from this year’s Super Bowl halftime performer, Usher Raymond.
State Farm: Like a good ‘neighbaaa’
Arnold Schwarzenegger is game for this action-packed ad that pokes fun at his pronunciation of State Farm’s slogan.
Doritos Dinamita: Snack battle
Doritos has been teasing more flavors and a new shape for its Dinamita’s snacks. This time, the campaign includes Jenna Ortega with a pair of kickass grannies. Dina and Mita are the real stars here.
Popeyes: Ken Jeong unfreezes
Ken Jeong catches up with what he’s missed after being cryogenically frozen for 52 years. Not only are there new breeds of doodle dogs, but Popeyes has permanently added chicken wings to the menu.
E-Trade: Babies flex their skills
A staple during Super Bowl season, the E-Trade babies are back trading barbs about pickleball — while playing “tennis for babies.” Winning at trash talk is not the goal, but the sales pitch may hold your attention.
Starry: Ice Spice’s new love
Starry is Pepsi’s lemon-lime replacement for Sierra Mist, and the brand is playing up that angle by recruiting Ice Spice to drop an ex for something new.
Booking.com: Tina Fey everywhere
Tina Fey uses the digital travel agency to do the opposite of narrowing down her choices, and enlists other versions of herself instead. A couple of her 30 Rock co-stars fill in as Splurgy Tina and Rustic Tina, while Glenn Close makes a cameo on horseback.
STōK Cold Brew: Presenting Sir Anthony Hopkins
In a role that sees Anthony Hopkins bring gravitas and humor, this ad puts him in the shoes of Wrexham AFC’s mascot.
Pringles: Mustachioed Chris Pratt
How much does Chris Pratt resemble the Pringles mascot? Equipped with a hefty stache, he unlocks his phone with a canister of the snacks and nabs a career-defining role as “Mr. P” in the brand’s big game commercial.
Coors Light: Chill train
Coors invites viewers to chill with LL Cool J as he drives the famous train across the country — at 900 miles per hour.
Google Pixel: Guided frame
Google’s ad highlights guided frame, an AI-powered accessibility feature for Pixel phones. Be warned: It’s a real tearjerker.
Hellmann’s: The cat’s may-ow
In this ad from the mayo brand, a chatty kitty helps save Kate McKinnon from unappetizing leftovers. The vocal cat becomes a sensation, giving motivational speeches and even dating Pete Davidson.
Uber Eats: Forgetful Friends
Friends stars Jennifer Aniston and David Schwimmer run into each other, but it doesn’t go down like you’d expect in this star-studded Uber Eats commercial.
Lindt Chocolate: It’s a ball
A Lindor truffle takes flight in Lindt’s Super Bowl ad, a cozy spot set to Perry Como’s 1957 song Round and Round.
Mountain Dew: Parks and Rec reunion
Mountain Dew’s ad brings Aubrey Plaza and Nick Offerman together for a swig of Baja Blast and a ride on massive dragons.
Pluto TV: Growing couch potatoes
You won’t view “couch potatoes” the same way again after watching this ad set on an unconventional farm.
Budweiser: Bring on the Clydesdales
Budweiser’s fan-favorite Clydesdales deliver beer in a snowstorm. The trek gets tough, but a cute canine helps out.
Drumstick: A peculiar plane scene
You may or may not cringe while watching this Eric André-starring commercial from the sundae cone brand, which features people making odd noises while eating their desserts.
M&M’s: Ring of comfort
This ad from M&M’s introduces a bizarre concept: Rings featuring diamonds made out of M&M’s Peanut Butter. The point of the rings? To bring comfort to Super Bowl contenders (or in Scarlett Johansson’s case, Oscar nominees) who didn’t win.
Bud Light: Genie in a bottle
When they unleash the Bud Light Genie, a group of friends wish for Post Malone, Peyton Manning and, of course, lots of beer.
Nerds: Dance with Addison Rae
Flashdance… What a Feeling is having a moment this Super Bowl. A new Nerds character dances to the song, and then Addison Rae snacks on a bag of Nerds Gummy Clusters.
Oreo: Everybody’s doing the twist
Like to eat Oreo cookies by halving them? Oreo’s ad incorporates the snacking technique, imagining versions of historical moments where people make decisions by twisting two halves of a cookie open. For example, Kris Jenner relies on a twist when deciding whether to pursue reality TV.
Volkswagen: 75 years
Volkswagen, which is celebrating its 75th anniversary in the US, is running an ad during the big game.
Etsy: A gift with taste
What’s a gift as good as the Statue of Liberty? In this ad, Etsy taps its new AI-powered feature called Gift Mode to answer that question.
Toyota: ‘Woah, woah, woah’ handle
In Toyota’s ad, various occupants of a 2024 Tacoma refuse to let go of the passenger side handle.
BodyArmor: AI madness
Things start off pretty wonky in this ad from the sports drink brand BodyArmor. The AI-ified spot includes San Francisco 49ers running back Christian McCaffrey.
Ghosts: Movie time
Ghosts watching the 1990 movie Ghost? That’s what’s going down in this promo for the CBS sitcom called, you guessed it, Ghosts, which premieres its third season on Feb. 15.
The Foundation to Combat Antisemitism: Dr. Clarence B. Jones
The Foundation to Combat Antisemitism, founded by New England Patriots owner Robert Kraft, is releasing an ad featuring Martin Luther King Jr.’s draft speech writer and advisor, Dr. Clarence B. Jones. The teaser is available on Vimeo here.