Super Bowl LVIII recap: watch 2024’s star-studded commercials

With brands shelling out up to $7m for a 30-second slot during the Big Game and CBS virtually selling out of spaces in November, the grandest stage in sports entertainment is set for an epic brand showdown.

The Drum will be covering the action as it unfolds, but for now, here’s a look at what the big marketing players have in store for us.

BetMGM

BetMGM has unveiled the first installment of a three-part teaser campaign for its TV commercial. The campaign, created with Highdive, features a unique collaboration between sports icons Tom Brady and Wayne Gretzky, alongside actor Vince Vaughn, making it a significant moment for BetMGM. The company aims to position itself prominently during the Big Game, showcasing Las Vegas as the game’s home and BetMGM’s home. The teaser previews, featuring Brady, Gretzky and Vaughn in conversation, offer a sneak peek into the entertaining content BetMGM has prepared for Big Game fans.

As part of a comprehensive strategy to enhance its brand presence, BetMGM is hosting various events and promotions leading up to the game. This includes the BetMGM Big Game Bash at The Cosmopolitan of Las Vegas, headlined by Luke Combs.

BMW

BMW is returning to the Super Bowl stage after a break in 2022 with a star-studded ad campaign starring Christopher Walken, Ashely Park and halftime performer Usher and led by Goodby, Silverstein & Partners.

‘Agent,’ as the commercial is titled, follows Walken on a typical day, during which he encounters a never-ending stream of imitators, including a valet at the hotel, his tailor and so on. Initially confused by the mimics, Walken grows increasingly frustrated. The spot culminates in a chance encounter with Usher, with Walken asking: “Don’t you got somewhere to be?”

The commercial follows two teaser spots directed by two-time Academy Award–nominated director Bryan Buckley: ‘Agent’ and ‘Singing.’

Bodyarmor

‘Field of Fake’ is the title of Bodyarmor’s uncanny and comical Super Bowl 58 spot, which aims to convey that there’s no substitute for reality in sports. The 30-second ad stars Christian McCaffrey, CeeDee Lamb, Joe Burrow, Alex Morgan, Ronald Acuna, and Connor McDavid; however, it will be obvious to any viewer that the entire commercial was created with AI.

GenAI created both the commercial’s footage and audio pipeline with the help of a little traditional VFX and machine learning tools, according to Kristen Rumble, vice-president of strategy and creative at Bodyarmor. The Bodyarmor creative team led the campaign in collaboration with Full Contact Advertising.

Booking.com

Global travel brand Booking.com is returning to the Big Game for a third year in a row with a star-studded commercial starring Tina Fey, Glenn Close, Jane Krakowski and Jack McBrayer.

In the commercial, Fey books a getaway on Booking.com and also imagines booking “whoever she wants to be,” meaning the various personas one can be on vacation. Other superstars appear in cameos as their vacation alter egos to inspire travelers to discover various places to stay on Booking.com, from hotels to homes and beyond.

Zulu Alpha Kilo is the creative agency behind the ad, which will air during the game’s second quarter.

Bud Light

Brewer Anheuser-Busch returns to the Super Bowl for its near-50th year with ads for three iconic beer brands: Budweiser, Bud Light (the official NFL sponsor), and Michelob Ultra.

In Bud Light’s commercial, ‘Easy Night Out,’ rapper Post Malone leans into his hedonism by partying in a dive bar while Steppenwolf’s 1972 hit Magic Carpet Ride plays in the background. Anomaly led the campaign.

Budweiser

Budweiser makes a grand return to the spotlight this year, unveiling a new ad campaign that pays homage to an iconic symbol of the brand: the majestic Clydesdales. Led by FCB New York and directed by Emmy Award winner Henry Alex Rubin, ‘Old-School Delivery’ unfolds in a small snow-stricken town where closed roads threaten to halt beer deliveries to local bars.

Cue the entrance of the hero – the Budweiser Clydesdales, an enduring hallmark of the brand since 1933. Emerging from their stables, these majestic horses embark on a journey through the snow-covered streets, delivering brews to the grateful community in the timeless, old-school way. Budweiser brings back tradition and warmth, celebrating the enduring spirit of the Clydesdales in a spectacle directed by one of the industry’s finest.

Coors Light

Following the success of last year’s Super Bowl ad featuring Coors Light and Miller Lite, Molson Coors is making a grand comeback to the Super Bowl with what it calls “the world’s coldest locomotive.”

On January 5, the brand revealed its full in-game commercial, ‘The Return of the Coors Light Chill Train,’ starring LL Cool J as its conductor. The actor and rapper drives the ice-cold train across the country to burst through a family of football fans.

As it turns out, the train is real, and as part of the campaign, consumers can book a seat to ride the train, according to a 15-second teaser spot that was released in January. The campaign is the work of Droga5.

Crowdstrike

Cybersecurity company CrowdStrike is making its second Super Bowl appearance with a retro-futurist campaign that frames cyberspace as the Wild West and outlaws carrying out cyberattacks. Crowdstrike is positioned to be the hero in the final frontier: our digitally connected world.

Doordash

Delivery platform DoorDash is gearing up to return to SB58 on February 11 with its most expansive giveaway to date. According to a statement, the brand promises to deliver “every vehicle, every concealer, every snack and honestly who knows what else from every commercial that airs during the broadcast” to one lucky winner. These can include an official FanDuel Kick of Destiny Helmet worn by Gronk himself, a $50,000 check, a 2024 BMW All-Electric i5, more than 700 packs of Reese’s Peanut Butter Cups and a Kawasaki Ridge UTV.

In order to win, participants must crack the code during DoorDash’s Big Game commercial for a chance to obtain it all. To enter, consumers must bookmark www.doordash-all-the-ads.com and tune in to the game, watch the DoorDash commercial to crack the code and enter it at www.doordash-all-the-ads.com.

The campaign is the work of Wieden+Kennedy.

Doritos

Doritos is spicing things up in its 23rd in-game commercial, ‘Dina and Mita,’ which showcases four new flavors to its Doritos Dinamita snack portfolio. The commercial, which was released on February 5, sees Wednesday star Jenna Ortega looking for her two abuelas (grandmothers), Dina and Mita, who are currently chasing after a younger man who secured the last bag of Doritos Dinamita chips. The commercial erupts into a high-speed chase, with Dina and Mita on mobility carts.

The brand hinted at the creative concept with two teaser spots titled ‘Where Did Dynamita Go?’ and ‘The hunt for Dinamita starts... now.’ Goodby, Silverstein & Partners is behind the campaign.

Dove

Beauty behemoth Dove revealed its first Game Day ad since 2006 on February 2. Ideated and developed by Ogilvy, ‘Hard Knocks’ is a campaign that sheds light on the body insecurities young girls often deal with, which can prevent them from realizing their potential in sports. The spot utilizes the iconic song from Annie, It’s a Hard Knock Life. Viewers can catch the ad during the Super Bowl’s first quarter.

Drumstick

Another fresh face to the Super Bowl extravaganza, beloved sundae brand Drumstick is making its Big Game ad debut with a 30-second commercial set to air during the third quarter: ‘Doctor on the Plane.’

The ad stars actor-comedian Eric André, who in the ad is feeling under the weather while on a plane. Dr Umstick promises André and everyone on board “sweet creamy relief” in the form of ice-cream but can’t provide him with a diagnosis or treatment.

The brand hinted at the creative concept in January with the release of the teaser ad, ‘Bag Check.’ As part of the campaign, Drumstick is introducing the #DrumstickMonday petition, aiming to declare the day after the Big Game a national holiday.

The Opinionated Group led the campaign.

Elf Beauty

Elf Beauty, the cosmetics company that made its Super Bowl debut last year with a commercial starring two-time Emmy winner Jennifer Coolidge, returns to The Big Game with a 30-second national ad spotlighting its popular foundation, the Halo Glow Liquid Filter, and reality TV legends Judge Judy and HeidiNCloset.

Directed by Zach Woods of Silicon Valley and The Office fame, ‘In Elf We Trust’ sees Judge Judy playing the role of Judge Beauty, issuing the ultimate ruling: Elf objects to overpriced makeup.

Shadow, Elf’s long-term creative agency, led the campaign while Imposter produced it. The paid media strategy and planning were prepared by performance marketing firm Tinuiti, Elf’s long-term digital agency of record.

On February 1, the brand released a teaser ad starring pop star Meghan Trainor, former NFL football player and current sports analyst Emmanuel Acho, Jury Duty’s Ronald Gladden and RuPaul’s Drag Race star HeidiNCloset. Each has been “summoned” to court for a reason yet to be revealed.

Etsy

Etsy, a popular e-commerce site, is making its Super Bowl debut this year. Spearheded by Orchard Creative, the ad will promote its new Gift Mode tool, which “combines AI and human curation to aid consumers in finding the perfect present,” according to a Marketing Dive report.

The new tool was also highlighted in a spot that premiered during the AFC Championship game.

FanDuel

Sportsbook FanDuel will return to the Big Game this year with a multi-spot campaign titled ‘Kick of Destiny 2,’ a sequel to FanDuel’s live Super Bowl commercial last year, which saw former NFL player Rob “Gronk” Gronkowski miss a field goal.

This year, Gronk is returning to redeem himself. Ahead of the official commercial’s launch, FanDuel released a teaser spot, which sees Gronk encounter various believers and doubters on his road to his Super Bowl LVIII redemption.

As part of the campaign, FanDuel users can make a free Make or Miss pick on Gronk’s kick through the FanDuel Sportsbook app. Those who choose correctly will win a share of $10m in FanDuel bonus wagers. Wieden+Kennedy New York is the creative agency behind the effort.

Frito-Lay

Frito-Lay, the purveyors of Doritos, Tostitos and other Game Day snack staples, has unveiled its ‘Taste of Super Bowl’ commercial featuring a trio of former Super Bowl champions: Rob Gronkowski, Marshawn Lynch and Troy Polamalu. In the ad, confetti explodes each time the football legends snack on their Frito-Lay chips of choice.

As part of the campaign, Frito-Lay says it is sending one lucky football fan to Super Bowl LVIII in Las Vegas to meet Marshawn Lynch before the game and press the button that sets off the NFL’s official confetti for the winning team. The campaign is the work of D3, Frito-Lay’s internal creative agency.

Google

On February 2, Google unveiled its Super Bowl 58 spot,‘ Javier in Frame.’ Directed by blind filmmaker Adam Morse, the ad tells the story of a blind man who documents pivotal moments throughout his life, from finding love to starting a family, with Guided Frame, Google’s AI-powered accessibility feature for the Pixel camera that helps blind and low vision people take photos. The commercial, developed and created by Google’s Creative Lab in collaboration with Gut, will air during the Big Game’s second quarter.

Hellmann’s Mayonnaise

Kate McKinnon is making her Super Bowl debut with Hellmann’s Mayonnaise alongside actor and comedian Pete Davidson. Together, they liven up leftovers with a dollop of mayo.

The ad opens with McKinnon with post-Super Bowl munchies as she rummages through her fridge. To her surprise, her talking cat reminds her about Hellmann’s ’may-ow’ on the shelf. ’Mayo Cat’ then experiences instant fame for these newly discovered ’talking’ abilities, with morning show appearances, book signings and motivational speeches. The 30-second ad, created with VML, will air during the game’s second quarter.

Kawasaki

Kawasaki’s first-ever Super ad sees WWE legend Steve Austin rocking a mullet, the asymmetrical haircut that never seems to fade away.

The motorcycle manufacturer released its full commercial on Thursday, which promotes its new Ridge side-by-side vehicle. It opens with Austin riding through the wilderness. Viewers then see various fauna, like a bald eagle, except that it’s not bald at all. Rather, it’s rocking the business-in-the-front, party-in-the-back hairstyle. The spot closes with Austin joining in and getting himself a mullet. It’s the work of Goodby, Silverstein & Partners.

Kia America

Kia America will make its 15th Super Bowl appearance this year with ‘Perfect 10,’ a 60-second commercial directed by John Hillcoat and developed by David&Goliath.

Set to the 2014 track Wish I Was Here by Cat Power and Coldplay, the commercial opens with a gifted young figure skater who finishes an impressive routine before a packed audience. Yet, a chair for her grandfather at home sits empty. On the way home, her father has an idea: he drives off-road in his all-electric 2024 Kia EV9 into a snow-covered forest so she can perform on a frozen lake for her grandfather sitting inside. He inscribes a “10” on a window wet with condensation through tears in his eyes.

On February 2, the automaker released ‘The Power Within,’ a 15-second teaser spot that spotlights both the EV9 and a powerful young figure skater.

Lindt

Chocolate brand Lindt Lindor will be advertising during the Big Game for the very first time with a commercial dubbed ‘Life is a Ball.’ Set to Perry Como’s 1957 classic ‘Round and Round’ and directed by Michael Gracey, Lindt’s big game debut stars Kylie Kelce (Jason Kelce’s wife), who takes viewers on a decadent journey of indulging in Lindor truffles. Grey Toronto led the campaign, while Partizan handled production.

M&M’s

M&M’s, the candy brand whose Super Bowl LVII stunts caused a social media storm last year, returns to the Big Game with a commercial starring ‘almost champions,‘ including acclaimed actor Scarlett Johansson and NFL stars Dan Marino, Terrell Owens and Bruce Smith.

Created by BBDO New York, ‘The M&M’s Almost Champions Ring of Comfort’ sees the celebs get rewarded with a ring for almost winning two Oscars and almost winning the Super Bowl.

As part of the campaign, beginning February 6, consumers have a chance to win a limited-edition Champion Comfort Collection set by visiting mms.com to pledge their fandom to the team they’re rooting for on Sunday. If their team loses the game, a select number of participants can still win the limited-edition set, along with packs of Peanut Butter M&M’s.

Michelob Ultra

Michelob Ultra returns to the Big Game with a star-studded campaign featuring footballer Lionel Messi and Emmy Award-winning actor Jason Sudeikis. ‘Superior Beach,’ developed by Wieden+Kennedy New York, depicts Messi playing a game of soccer on the beach. As people start to recognize him, Sudeikis appears, saying, “Oh, you mean Leo? We go way back.”

The brand previously hinted at its Big Game creative with the launch of three teaser spots: ‘Stand-Off’ and ‘Goat v Dog.’

Miller Lite

Miller Lite is tapping actor-comedian Rob Riggle to be its beer runner this year, encouraging consumers to sign up and participate in its Super Bowl campaign, ‘Running of the Beer Ads.’

The brand says it will place QR codes on fans’ jerseys to wear as they run during the game. Beginning February 1, consumers can sign up for a chance to participate at https://www.millerlite.com/runningofthebeerads to receive their official Running of the Beer Ads jersey and $100 for being an ad. DDB Chicago is leading the effort.

Mountain Dew Baja Blast

Hot off the heels of the announcement that Mountain Dew Baja Blast – a Taco Bell fan-favorite – will be available in stores nationwide, the brand released a Super Bowl 58 ad starring Parks and Rec stars Aubrey Plaza and Nick Offerman. In the ad, ‘Aubrey Plaza Having a Blast,’ Plaza delivers her iconic deadpan humor as she appears unfazed by the threat of alien abduction and riding on the back of a flying dragon.

The ad, created by Goodby, Silverstein & Partners, is slated to air during the first quarter of the game.

Nerds Candy

Ferrara’s Nerds Candy is making its first Super Bowl appearance in its 40-year history with a new ad campaign starring TikTok famous actor Addison Rae.

Set to Irene Cara’s What a Feeling, the ad channels Flashdance as recognizable Nerds mascots cling to a new character – a dancing gummy – to form Nerds Clusters. It closes with Rae snacking on the candy from her sofa. The 30-second ad by Digitas Chicago is slated to air during the game’s second quarter.

In the teaser released in January, Rae is seen in a dance studio preparing for the real ad. The campaign is supported by 360-degree marketing that kicked off in November in retailers nationwide with in-store displays featuring Nerds, SweeTarts and Trolli candies, alongside a sweepstake that gives participants a chance to win a trip to Super Bowl 2025.

NFL

​During the AFC Conference Championship on Sunday, the NFL premiered a teaser spot for its star-studded Super Bowl campaign, ‘Born to Play.’

The 15-second clip sees NFL stars Justin Jefferson of the Minnesota Vikings, Saquon Barkley of the New York Giants and Cameron Jordan of the New Orleans Saints dashing through a bustling local market in Accra Ghana.

An intense game unfolds amid vendors and civilians as Barkley jumps over a checkers table, Jordan flips a vehicle and Jefferson shows off his dancing chops. The campaign is the work of the creative agency 72andSunny.

NYX Professional Makeup

In celebration of its 25th year, NYX Professional Makeup is gearing up for the biggest media moment in the brand’s history: its first-ever Super Bowl campaign, specifically, a 30-second ad by McCann New York.

With this campaign, NYX aims to challenge the traditionally male-dominated industry by celebrating the power of women. On February 1, the brand ‘That’s Suspicious,’ a 15-second teaser spot starring Cardi B, in which the female rapper questions the brand’s viral product, the Duck Plump Extreme Plumping Gloss.

Oikos

Yogurt brand Oikos is showing up in the Big Game for its fifth year in a row with an ad starring actor-comedian Martin Lawrence and football Hall of Famer Shannon Sharpe.

Directed by Wayne McClammy and led by FCB Chicago, the ad sees Lawrence and Sharpe out for a friendly game of golf – that is, until they submerge their cart in a hazard. Oikos’ protein-packed snacks, including Oikos Pro and Oikos Triple Zero, help fuel their strength and save the day. The campaign plays on the old ‘Hold my beer’ punchline with the brand’s own take, “Hold My Oikos.”

Oreo

Oreo makes a monumental return to the Big Game with a 30-second commercial by The Martin Agency, slated to air during the game‘s second quarter. The ad is plays up the cookie’s iconic role in pop culture by enlisting reality TV royalty Kris Jenner for her first-ever Super Bowl commercial.

In the ad, people over the course of history make major decisions by twisting the classic cookie and seeing which side has the cream.

In the ad‘s teaser spot, Jenner stands next to a jar of Oreos, just like the one Khloe had shown during her pantry tour. The teaser closes with the message, “It all starts with a twist this February.”

Peta

25 years after her Emmy Award–winning role as Carmela Soprano in The Sopranos, Edie Falco is taking on a seedy, violent underworld again – this time in Peta’s 2024 Super Bowl ad.

In the ad, Falco returns to the family’s kitchen to make pizza when some shady characters burst in and steal her cheese. As she desperately chases after them, the scene suddenly cuts to somber footage of a mother cow chasing after a truck as it carries away her calf. Peta says the scene depicts standard practice on real dairy farms, which remove newborn calves from their mothers so that their milk can be sold for humans. The scene closes with the following text on-screen: “Cheese isn’t your baby. But it robs a mother of hers. Go vegan.”

Popeyes

Popeyes is also making its Super Bowl debut with a commercial starring Ken Jeong. In ‘The Wait is Over,’ the comedian is cryogenically frozen and defrosts (like Austin Powers) to try the fried chicken chain’s new chicken wings for the first time. The campaign shows off a new permanent addition to the Popeyes menu: wings that come in Ghost Pepper, Sweet ‘N Spicy, Honey BBQ, Roasted Garlic Parmesan and Signature Hot flavors.

The McKinney-led ad, which was unveiled on February 6, will air during the first quarter of the game.

To commemorate the historic moment, the chain launched a promotion during the Playoffs called ‘Wings for Wings,’ offering free six-piece wings with any online or in-app purchase if a football team that has wings in its name, logo, or on its mascot wins the big game.

Power to the Patients

Power to the Patients, a non-profit advocacy group, is unveiling a PSA during Super Bowl LVIII starring Grammy-winning artist Lainey Wilson, breakout star Jelly Roll and singer-songwriter Valerie June. In the film, the trio joins forces with the organization to advocate for a more affordable and equitable healthcare system through widespread price transparency.

The initiative is part of Power to the Patients’ ongoing grassroots campaign, which aims to raise awareness and promote legislation for enhanced and permanent healthcare price transparency rules. In a previous campaign, hip-hop legends Fat Joe, French Montana, Chuck D and more demanded transparency in healthcare pricing.

Pringles

Chipping in on the fun is Pringles, which is returning to the Super Bowl for its seventh year with celebrity talent. On Wednesday, the brand shared a 15-second teaser spot starring Parks and Recreation star Chris Pratt, who rocks a similar stache to the Pringles mascot, Mr P.

The teaser hints at what the full creative might entail, namely a playful, new brand messaging. In anticipation of the teaser release, Pringles swapped its profile picture on Instagram from Mr P to Chris Pratt yesterday evening. Grey New York led the campaign’s creative.

Reese’s

Hershey’s-owned Reese’s will air a 30-second Super Bowl spot produced by Erich & Kallman. The ad, which launched on February 5, is narrated by voice actor Will Arnett, depicts Reese’s fans’ emotional reactions when news breaks of changes coming to Reese’s peanut butter cups (spoiler: they’re putting caramel in some candies).

The campaign comes with a DoorDash promotion whereby customers in select cities can try Reese’s Caramel Big Cups for free with every DashMart order, effective February 5. The brand will also host a sampling activation on February 9 at Shaq’s Fun House in Las Vegas, where circus performers will hand out Reese’s Caramel Big Cups to all attendees. The only other time Reese’s has aired an ad during the Big Game was in 2020 to announce the Take 5 bar.

Silk

Almond milk brand Silk and Hawkeye actor Jeremy Renner are making their Big Game debut with a new commercial titled ‘Feel Planty Good.’ Developed by Havas NY, Silk’s inaugural spot shows Renner joining his daughter Ava in the kitchen one morning. He transforms from groggy to groovy with just a sip of Silk Protein as he whips up a breakfast fit for a superhero, replete with superhuman stunts around the kitchen to James Brown’s ‘I Feel Good.’

Skechers

I pity the fool who thought Skechers had a T in the brand’s name.

On February 5, Skechers released its 11th Super Bowl commercial, which pokes lighthearted fun at the many people who misspell the brand’s name. Mr T from The A-Team stars in the ad and seeks to put the ‘t‘ in Skechers to make it ‘Sketchers,’ while famed quarterback Tony Romo appears, donning the new Skechers Slip Ins. The commercial is the work of SKX Studios.

Snapchat

Snapchat is making its Super Bowl debut on Sunday with ‘Less Likes. More Love,’ designed to differentiate the platform from traditional social media. The ad, produced in-house, highlights Snapchat’s commitment to genuine connections, emphasizing compassion, authenticity, and love in contrast to the popularity contest and negative content prevalent on other platforms. It also promotes Snapchat’s emphasis on privacy, ephemerality and focus on messaging rather than public feeds.

The ad premiered ahead of the Super Bowl during the 66th Annual Grammy Awards and will run during the game’s fourth quarter.

Squarespace

Website creation platform Squarespace has tapped renowned filmmaker Martin Scorsese to direct its 10th Big Game commercial, ‘Hello Down There.’ The effort marks the renowned filmmaker’s first Super Bowl commercial.

The film explores the years-long fascination people have with extraterrestrials through the perspective of a small town contacted by aliens. Their mode of communication? A website created with Squarespace. The campaign was ideated and developed in-house by Squarespace’s creative team.

On February 5, Squarespace unveiled a four-minute teaser film starring Martin and daughter Francesca Scorsese, wherein the duo discuss the creation of an “inter-galactic” website for human-alien communication.

Starry

Following the success of its title sponsorship of the NBA and WNBA, PepsiCo’s new lemon-lime soda, Starry, released its first-ever Super Bowl commercial on February 2, starring Ice Spice.

In the VaynerMedia-made spot, the Grammy-nominated, platinum-selling rapper is on a date with Starry’s mascots, Lem & Lime. The date goes south when her ex shows up and begins to cry.

Like Ice Spice, Starry is the new kid on the block, debuting in January 2023.

State Farm

State Farm’s Super Bowl teaser features iconic action star and former California governor Arnold Schwarzenegger as “Agent State Farm.” The ad, by Highdive, is a spoof of modern superhero movie trailers, with State Farm’s jingle slowed down and played on piano.

Other agencies, including OMD, Optimum Sports, The Marketing Arm, Infinity Marketing Team and FleishmanHillard, supported the effort.

Stōk Cold Brew

Stōk, an award-winning cold brew coffee brand and Wrexham AFC sponsor, will make its Super Bowl debut this year with a new spot created by Ryan Reynolds’ Maximum Effort, starring the legendary Sir Anthony Hopkins. The commercial unveils Hopkins’ behind-the-scenes grind. While sipping on Stōk Cold Brew, he reveals how the drink brews him up for the challenge to channel Wrex the Dragon and hype up the Wrexham AFC faithful.

Toyota

Toyota celebrates the new 2024 Tacoma with a slapstick Super Bowl commercial developed by Saatchi & Saatchi: ‘Dareful Handle.’ Slated to run during the game’s third quarter, the ad shows passengers holding on for dear life as the driver takes them off-roading in the desert.

The official ad follows two teaser spots that were released on February 6: ‘Hold On’ and ‘Hold Tight.’

TurboTax

Not only is it football season, but it’s also tax season. To remind football fans to start filing their taxes, TurboTax tapped Quinta Brunson, known for her work at BuzzFeed, to make her Super Bowl commercial debut. Directed by Taika Waititi, the teaser ad ‘Make Your Moves Count’ spotlights the brand’s tax experts, AI technology and filing solutions.

T-Mobile

T-Mobile is making its 11th Super Bowl appearance with a neighborhood showdown titled ‘That T-Mobile Home Internet Feeling.’

Instead of referencing Grease like last year, Zach Braff and Donald Faison pay homage to the classic 1983 romance-drama Flashdance alongside Jennifer Beals and Jason Momoa.

The ad, crafted in partnership with Panay Films, is set to air in the fourth quarter.

Uber Eats

Food delivery platform Uber Eats is back in the Super Bowl for a fourth consecutive year with the star-studded campaign, ‘Don’t Forget Uber Eats,’ unveiled on February 6. In the commercial, Friends co-stars Jennifer Aniston and David Schwimmer have no recollection of working together, David and Victoria Beckham forget the Spice Girls, Jelly Roll has no idea he has face tattoos and Usher has no clue he just played the halftime show.

In the lead-up to its official spot, the brand launched two teasers: one starring two-time Grammy-nominated artist Jelly Roll and another with A-list couple David and Victoria Beckham. In the former, Jelly Roll takes a look at himself in the mirror and forgets that he has face tats. The latter shows the Beckhams forgetting which commercial they’re in, playing off the viral “be honest” clip from their popular Netflix documentary series. The campaign is created with indie agency Special US.

Verizon

Verizon has confirmed that the company will be running in-game advertisements both on CBS and Univision during Super Bowl LVIII.

Volkswagen

On February 9, Volkswagen unveiled an extended cut of its Super Bowl LVIII campaign, ‘An American Love Story,’ created in partnership with Johannes Leonardo.

The campaign celebrates 75 years of the Beetle in America, beginning with immigrants headed to Ellis Island, to hippies in Woodstock, to Bart Simpson punching Lisa, and closing with the words: “We shape its metal; you shape its soul.”

In the lead-up to the official creative launch, the brand released four teaser spots – ‘Arrival,’ ‘First Car’ ‘Woodstock and ‘Punch Buggy’ – each commemorating a time in American history that helped shape the little car into an icon.

Brands sitting out:

GM

GoDaddy

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