More than 100 million viewers are expected to watch Super Bowl 58 on February 11 as the Kansas City Chiefs take on the San Francisco 49ers at Allegiant Stadium in Las Vegas. But with speculation of Taylor Swift showing up to cheer on her boyfriend, Chiefs’ tight end Travis Kelce, a new record could be set.
Super Bowl 57 was the most-watched U.S. telecast in history, according to Nielsen with over 115 million viewers. This means, the television commercials should be top of mind again, with a third of American households tuning in.
Last year, about 70 ads were broadcast over 40 minutes during the Big Game. At $7 million for a 30-second spot, brands went big with embracing a glossy tech future, supercharged with AI. From achieving the Singularity with Adam Driver clones to a cat hilariously erasing dogs with Google’s Magic Eraser, it was quite a spectacle.
This year more than half of the ads have already been announced and a quick review shows that ChatGPT-mania might finally be quieting down.Volkswagen’s teaser is focused on its legendary past, and not the AI chat features hyped at CES. Most of the ads are for snacks, but there’s plenty more to come. Google and Amazon haven’t announced yet, and neither have any of the AI unicorns.
The game airs February 11 at 3:30pm PT, 6:30pm ET on CBS, Paramount+ and Nickelodeon which is offering a kid-friendly broadcast. Reba McEntire will perform the National Anthem, Post Malone will sing America the Beautiful, and Usher will headline the Apple Music Halftime Show. Puppy Bowl is expected to air on Animal Planet, Discovery Channel, TBS and HBO Max at 11am PT/2pm ET.
For those keeping score, below is a look at the ads announced so far. Apartments.com, Budweiser, Doritos, State Farm and SquareSpace in the running for most cinematic; DoorDash, e.l.f. Cosmetics, Hellmann’s, Mountain Dew and Starry for the funniest; Kawasaki perhaps the most epic and Etsy, the only one about AI.
Apartments.com
Jurassic Park’s Jeff Goldblum stars in what looks like a wicked sci-fi thriller ad.
BetMGM
The sports betting app is doing its first Super Bowl commercial with a little help from friends Wedding Crashers’ Vince Vaughn, NFL star Tom Brady and hockey legend Wayne Gretzky.
BMW
Luxury carmaker BMW is returning with a 60-second spot after sitting out 2023.
Booking.com
The travel site hasn’t released details yet, but is planning on returning with a 30-second spot.
Bud Light
Bud Light is trying something new with Steppenwolf’s Magic Carpet Ride.
Budweiser
Clydesdales are galloping through snow country showing off the resilience and grit of the American spirit in their Super Bowl ad. Also expected to make an appearance in Vegas.
Coors Light
Coors is running a promotion that lets fans book a seat on its Chill Train to be featured in its Super Bowl commercial.
DoorDash
DoorDash’s teaser is all about its ability to DoorDash anything and is offering viewers the chance to win “all the ads” shown during the Super Bowl, from snacks to EVs. The website referenced in the trailer is hilarious and worth a visit.
Doritos
Netflix series Wednesday star Jenny Ortega finds herself in a deserted convenience store as she snacks on a bag of Doritos Dinamita.
Dove
Dove and Nike are teaming up to promote girls in sports.
Drumstick
Comedian Eric André (The Eric André Show, Bad Trip) will be making his Super Bowl debut with Drumstick ice cream.
E.L.F. Cosmetics
The cosmetics brand which made its Super Bowl debut with White Lotus star Jennifer Coolidge last year, is summoning Meghan Trainor, special guests and the cast from Jury Duty and Suits to something wicked.
E*Trade
E*Trade is bringing back its baby.
Etsy
Etsy is hoping to put a whimsical spin on last minute gift-giving as it promotes its AI-powered Gift Mode, according to MarketingDive.
FanDuel
Sports betting app FanDuel is bringing NFL icon Rob Gronkowski back to try for his second ”Kick of Destiny” field goal which he missed last year, with John Cena as his nemesis.
Foundation to Combat Antisemitism
New England Patriots owner Robert Kraft has backed an ad to remind viewers the importance of standing up to hate.
He Gets Us
He Gets Us returns following its visually-stunning religious ad set to Rag’n’Bone’s Human during Super Bowl 57 about spreading love.
Hellmann’s
SNL’s Kate McKinnon and Pete Davidson go viral with an adorable cat that meows MAY-O.
Kawasaki
Kawasaki is using its spot to introduce its new mini-utility vehicle, the Kawasaki Ridge, a 2×2 in the truck utility category. In this teaser, wrestling legend Steve Austin takes it for a wild ride.
Kia
Kia is touting its EV9, an all-electric three-row SUV, in a feature-length 60-second spot focused on sustainability.
Lindt
Swiss chocolate maker Lindt has announced its first Super Bowl ad, according to AdAge.
Michelob Ultra
Focusing on active living, Michelob Ultra has released a series of teasers starring soccer phenom Lionel Messi, Ted Lasso’s Jason Sudekis and NFL legend Dan Marino kicking it up on the beach.
M&M’s
Dan Marino is also making an appearance in M&Ms’ ad, along with NFL Hall of Famer Terrell Owens and Bruce Smith, to craft a diamond-studded Super Bowl ring with the animated spokescandies.
Mountain Dew
Aubrey Plaza (White Lotus, Ingrid Goes West) tease Mountain Dew’s first Super Bowl ad in a Game of Thrones spoof where she’s supposed to be having a blast riding a dragon for the brand. Nick Offerman (Last of Us, Parks and Recreation) to have a cameo during the Big Game.
Nerds
TikTok star Addison Rae stars in Nerds first Super Bowl ad. In the teaser she’s a choreographer dancing to Fame theme song, What A Feeling.
NFL
NFL shows off how its developing talent around the world.
Opendoor
The home-selling site Opendoor has released a number of teasers showing how easy it is to list your house during halftime.
Oreo
Kardashian mom Kris Jenner is hinting at telling her origin story—with a twist—for Oreo cookie.
Popeyes
The Hangover’s Ken Jeong emerges from cryotherapy in Popeyes debut Super Bowl ad.
Pringles
Guardians of the Galaxy’s Chris Pratt is the moustachioed man in Pringles teaser—and not Travis Kelce as had been rumored.
Reese’s
Reese’s is making a big change to its peanut butter cups and is having fans scream about it.
Starry
Rapper Ice Spice is spreading vibes in this debut Super Bowl ad for Starry, Pepsi’s Gen Z pop brand.
State Farm
Action hero Arnold Schwarzenegger returns to the Super Bowl as a State Farm agent committed to being the good neighbor everyone needs.
SquareSpace
Academy Award-winning director Martin Scorsese will direct this year’s SquareSpace ad. The website design company featured Adam Driver last year in its dystopian ad about the coming of the Singularity.
Temu
Fast fashion retailer Temu will be returning to the Super Bowl following its debut last year with its ad, “Shop Like a Billionaire.” No details have been released yet.
Toyota
Along with the Big Three automakers, Toyota was expected to sit out this Super Bowl, but announced an in-game ad to pair with experiential activities for its 2024 Toyota Tacoma truck.
TurboTax
Tax preparation service TurboTax will be returning to the Super Bowl for its 11th year. No details have been released yet on its celebrity lineup or theme.
Uber Eats
David and Victoria Beckham are joined by Jennifer Aniston to promote Uber Eats grocery services.
United Airlines
Academy Award-winning director Chloé Zhao (Nomadland) directs Kyle Chandler (Super Pumped) in a spot to rally sports fans to make plans with no change fees.
Volkswagen
Celebrating its 75th anniversary in America, VW is going for nostalgia in its teaser focused on the launch of the Love Bug.
Movie trailers might include Dune: Part Two, Kung Fu Panda 4, Road House, Ghostbusters: Frozen Empire, Godzilla x Kong: The New Empire, The Fall Guy, Kingdom of the Planet of the Apes, IF, Furiosa: A Mad Max Saga, Inside Out 2, A Quiet Place: Day One, Horizon: An American Saga, Despicable Me 4, Twisters, Deadpool 3, and possibly Netflix’s Spaceman starring Adam Sandler, according to FTW USA Today.
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