Ahead of Super Bowl LI, The Drum has compiled a list of brands who have confirmed that they will be airing game day ads this year.
So far, the list is comprised of many Super Bowl vets with some newcomers sprinkled in as well – Fiji Water, Febreze, Mr. Clean and Busch will all be making first-time appearances at the game this year.
With a 30-second Super Bowl commercial hovering around the $5m mark, the stakes are high this year as brands and agencies gear up to show off their creative chops in hopes of capturing the attention of millions of Americans.
Check out the list below. The Drum will continue to update the list as more brands reveal their Super Bowl plans.
Airbnb aired a 30-second Super Bowl ad during the game this year. The company used its Super Bowl ad slot to encourage acceptance of others.
Avocados From Mexico
Avocados From Mexico has released an extended version of its 30-second Super Bowl ad, which is set to air during the first break of the first quarter. The ad, created by GSD&M, features a secret society whose members can't seem to actually keep any of its secrets. In the spot, the leader of the society calls a meeting to try and find out who "leaked" the secret that avocados contain good fats and are therefore healthy. Actor Jon Lovitz, who starred in a 30-second teaser ad that the brand rolled out last month, also makes a brief cameo in the spot.
This marks Avocados From Mexico's third consecutive appearance in the Super Bowl. Last year, Avocados From Mexico ran a humorous alien-themed spot featuring actor Scott Baio. Its Super Bowl debut in 2015 featured former NFL stars Doug Flutie and Jerry Rice as they hosted the “first draft ever,” with Mexico selecting the lowly avocado as its first-round pick.
Bud Light will air a 90-second ad created by Wieden + Kennedy New York that features the brand's one-time mascot Spuds MacKenzie. The spot is part of Bud Light's new "Famous among Friends" campaign, which kicked off during the AFC and NFC Championship games this year with a spot called "Between Friends."
Budweiser’s ad, created by Anomaly, is a 60-second spot that tells the story of Adolphus Busch's journey from Germany to America.
Michelob Ultra is returning to the game this year with a spot created by FCB Chicago that continues the brand’s “Brewed for Those Who Go the Extra Mile” campaign. The ad, which features real people instead of actors, features the theme song from the show "Cheers."
Busch is making its first Super Bowl appearance this year with a commercial created by Deutsch New York that will air during the first quarter. The 30-second spot stars the brand's new spokesperson, "Busch Guy."
Audi is returning to the Super Bowl this year with a spot created by Venables Bell & Partners. The 60-second spot, which will air during the third quarter, advocates for equal pay for equal work. In a press release for the commercial, Audi stated that it has publicly "pledged to support ongoing commitment to women’s pay equality in the workplace and to foster a work environment that drives equality for all employees." The spot was directed by female director Aoife McArdle.
Since releasing the ad online, Audi has come under fire since the automaker's executive team in the US is largely male.
Last year, the automaker’s Super Bowl ad told the story of a retired astronaut who rediscovered “his lust for life” after riding in the Audi R8 V10 plus.
Buick is returning to the Super Bowl this year with a 60-second spot created by Engage M1. The spot, which will air during the first quarter, stars Carolina Panthers quarterback Cam Newton and model Miranda Kerr. The ad is part of the automaker's ongoing "That's a Buick?" campaign.
Last year, Buick made its Super Bowl debut with a spot starring Odell Beckham Jr. and Emily Ratajkowski.
Bai, maker of low-calorie, antioxidant-infused drinks, is returning to the Super Bowl this year with a spot starring its chief flavor officer Justin Timberlake and a “surprise special guest.” The spot marks Bai’s first national Super Bowl appearance. Last year, the beverage brand aired a regional Super Bowl ad called “Horse Whisperer.” Created by Barton F. Graf, the spot featured a loud-mouthed "horse whisperer" who spends the majority of the ad yelling at the horse behind him. This year, Bai has decided to take its creative in-house. The brand’s 30-second Super Bowl 51 spot was created by Bai’s internal creative team, which is led by its chief creative officer Chad Portas.
Fiat Chrysler is airing three Super Bowl ads this year - one in the second quarter, one in the third and another in the fourth. The automaker has not released any details about the ads.
Fiji Water, owned by The Wonderful Company, is airing its first-ever Super Bowl spot this year. Instead of creating a new spot, the brand has decided to air a previously launched 15-second ad that was part of a campaign that Fiji Water kicked off last year. According to Fiji Water, the brand is repurposing the ad to kick off a full year of marketing support.
Fiji Water’s sibling brand Wonderful Pistachios will also be airing a 15-second ad in the game.
Ford is airing a 90-second spot before kickoff to promote its investment in things like electric vehicles, self-driving cars and bike sharing. The ad was created by GTB.
GoDaddy is returning to the Super Bowl for the 12th time this year to promote its new GoCentral service. The brand's 30-second ad features the internet personified as a skinny tattooed white man. The spot, which promotes the brand's GoCentral service, references viral internet moments like "the dress," the ice bucket challenge and "Is this real life?"
On Jan. 25, the brand released four teaser spots. Created by Bullish, GoDaddy's game day spot will kick off a year-long campaign for the brand.
The commercial marks GoDaddy’s return to the Super Bowl after it sat out last year’s game, the first time it had done so since 2005. Two years ago, the brand found itself in hot water when its scheduled Super Bowl ad was heavily criticized for making light of puppy mills. GoDaddy ultimately decided to pull the ad and aired a different one in its place instead.
Pittsburgh-based vitamin and supplement company GNC is making its Super Bowl debut this year with a spot that coincides with the brand’s recently launched rebranding campaign, “One New GNC.” While creative details on the spot are scant, the brand said it will serve to “raise awareness of the One New GNC,” which puts a premium on lower prices and an updated loyalty program.
Honda and its longtime agency of record RPA are returning to the Super Bowl once again this year to promote the automaker’s 2017 CR-V. This marks the third time that the CR-V will get airtime during the big game – it made its first appearance in 1997 and returned 15 years later in a Super Bowl 2012 spot featuring Matthew Broderick.
Last year, Honda used the Super Bowl to promote its Ridgeline truck in a spot that featured sheep singing Queen’s ‘Somebody to Love.’
Hyundai plans to film a 90-second ad during the game that it says "will capture some of the best off-the-field Super Bowl moments." The spot will run in the “post-gun” slot, the commercial break that follows the end of the game. Director Peter Berg has been tapped to "shoot, edit and produce" the ad in real time. Hyundai’s agency of record Innocean Worldwide is working on the spot as well. Former NFL players Joe Montana and Mike Singletary will be starring in teasers that will be released before game day.
It's a 10 Haircare
It's a 10 Haircare, maker of hair products for salon professionals, is airing its first-ever Super Bowl ad this year to promote its expansion into the male hair care category. The spot will be created in partnership with Havas Edge and will be directed by Bryan Buckley.
Intel has released its 30-second Super Bowl spot, which stars New England Patriots quarterback Tom Brady. Created by McGarryBowen, the spot promotes Intel's 360 replay technology.
Kia is returning to the Super Bowl this year to promote its 2017 Niro. David&Goliath, Kia’s longtime agency of record, will be responsible for creative. The spot will star actress Melissa McCarthy. The brand has released a number of teaser spots starring McCarthy - the latest, which was released on Jan. 26, features McCarthy trapped on an iceberg.
Lexus will air a 30-second ad during the second quarter of the Super Bowl this year to promote the first-ever Lexus LC 500 and LC 500h performance coupes as well as the redesigned Lexus LS 500 luxury sedan. On Jan. 23, the automaker released an extended version of the ad. Called “Man & Machine” and created by Team One, the ad stars dancer Lil Buck and features the song “Move Your Body” by Sia. It also features the “new voice of Lexus,” actress Minnie Driver. While the extended version only features the LC, the Super Bowl spot will include both the LS and LC.
Mercedes is airing an ad during the Super Bowl’s fourth quarter called “Easy Driver” to promote its performance sub-brand AMG and the upcoming debut of its Mercedes-AMG GT C Roadster. Directed by the Coen brothers, the ad stars actor Peter Fonda and features Steppenwolf’s song “Born to be Wild.” The automaker released a long-form version of the ad, which was created in partnership with Merkley + Partners and Berlin-based Antoni, on Jan. 27.
PepsiCo will air a 30-second ad during the first half of the game to promote its recently launched bottled water brand, Lifewtr. According to PepsiCo, the ad will feature an "inspired version" of John Legend's song "Love Me Now."
Henkel-owned Persil is returning to the Super Bowl this year with a spot created by TBWA. The ad will feature “The Professional,” the laundry detergent brand’s “beloved stain-fighting superhero.” The brand, which was introduced to the US market in 2015, made its Super Bowl debut last year.
Procter & Gamble
Procter & Gamble is giving three of its cleaning product brands airtime this year - both Febreze and Mr. Clean will be making first-time Super Bowl appearances, while Tide will be returning to the game after a brief hiatus.
For its first-ever Super Bowl appearance, Mr. Clean has opted to make its bald, buff mascot the star of a 30-second spot that features him getting down and dirty with some housework. The spot, created by Leo Burnett Toronto, is slated to air during the third quarter of the game. In the ad, a woman becomes hot and bothered while watching an animated Mr. Clean gyrate his way through her house as he mops the floor, wipes off the stove and cleans the shower.
Febreze's ad, created by Grey New York, pays tribute to the coveted ‘Halftime #BathroomBreak.' The 30-second spot - which will aptly air during the second quarter of the game – plugs the P&G brand’s OdorClear technology that “cleans away odors like never before.” The commercial unabashedly celebrates the fact that millions of Americans will make a mad dash to the bathroom during halftime to free themselves of the beer and snacks they’ve spent the last hour and a half consuming.
Tide's ad will star New England Patriots tight end Rob Gronkowski and actor Jeffrey Tambor. The laundry brand has released a teaser spot ahead of the game.
Unlike many of this year’s Super Bowl advertisers, Skittles has opted to go the no-celeb route with a quirky spot that tells the story of a family who receives an unexpected late-night helping of Skittles from a boy who is crushing on their daughter. Created by London-based Adam&EveDDB, the 30-second ad, which continues the brand’s ongoing “Taste the Rainbow” tagline, is slated to air during the game’s first quarter.
DDB Chicago handled creative duties for Skittles’ Super Bowl 50 ad, which featured musician Steven Tyler talking to a Skittles-themed portrait of himself.
Snickers has revealed that it will air a live ad during the first commercial break of the third quarter. Created by BBDO New York, the 30-second ad will star actor Adam Driver and will continue the brand’s 'You’re not you when you’re hungry' theme. To try and garner some buzz before game day, the Mars-owned chocolate brand has released four teasers online to give viewers a taste of what’s to come. While it’s not completely clear what the storyline will be, it looks like it will involve Driver, a stunt horse and a dead cowboy.
The candy brand’s past two Super Bowl ads have brought Snickers’ “You’re not you when you’re hungry” catchphrase to life – the first featured a hungry Marcia Brady disguised as Danny Trejo, while last year’s starred Willem Dafoe dressed up as a starved Marilyn Monroe. Both were created by BBDO New York.
Sprint has announced that it will air an ad during the second quarter of the game. Creative details of the spot have not yet been released.
Website building platform Squarespace is returning to the Super Bowl for the fourth year in a row with a 30-second ad starring actor (and now fashion designer) John Malkovich. The brand will also air a one-minute pre-game spot.
On Jan. 25, Squarespace released a 77-second cut of its pre-game ad, which features Malkovich attempting to buy the domain name johnmalkovich.com for his new fashion line.
Malkovich recently starred in a documentary-style ad for Squarespace to promote both his new eponymous fashion line and the fact that he used Squarespace to build his line’s website.
Top Games USA
Video game publisher Top Games USA is airing its first Super Bowl ad this year to introduce a new mobile strategy game. Created by BSSP, the spot will feature a variety of celebrities. The ad is slated to air during the third quarter of the game.
TurboTax will air a 45-second spot starring Humpty Dumpty during the first half of the game this year. On Jan. 22, the brand released a teaser spot called “Humpty Fall” that debuted during the AFC Championship game. A second spot featuring Humpty Dumpy will air during the Super Bowl while a third will air post-game. The Humpty Dumpty-themed three-part series is part of the brand’s recently-launched “Relax, There’s TurboTax” campaign, which stars celebs including Kathy Bates, DJ Khaled and Karla Souza. Last year, Anthony Hopkins was the star of the brand’s Super Bowl commercial.
Car mat maker WeatherTech is returning to the Super Bowl again this year with a commercial created by Pinnacle Advertising and Marketing. The agency also created WeatherTech’s Super Bowl 50 ad, which touted the company’s American workforce.
Wendy's is making its Super Bowl debut this year with an ad plugging its "fresh, never-frozen" beef. In the ad, Foreigner's "Cold as Ice" plays while an employee of Wendy's fictional rival Othr-Guyz LLC defrosts hamburger patties with a hairdryer. The spot directs viewers to Othr-Guyz.com, which includes an infomercial-like ad that promotes Othr-Guyz's "Freezy Diskz" patties.
Wix.com is returning to the Super Bowl for the third year in a row with a spot that the company is creating internally. The action-packed spot will star Gal Gadot and Jason Statham. The company has released two teaser spots (here and here) ahead of the game.
Last year, Wix.com partnered with DreamWorks Animation for its Super Bowl 50 ad, which featured characters from the movie Kung Fu Panda 3. The action-packed spot will star Gal Gadot and Jason Statham.
Wonderful Pistachios is airing a 15-second ad during the Super Bowl. The spot will be the latest installment of the brand’s ongoing “Ernie the Elephant” campaign, which features the voice of WWE star John Cena.
Building materials supply company 84 Lumber is making its Super Bowl debut this year with a 90-second spot. Created by Pittsburgh-based agency Brunner, the company's initial ad was rejected by Fox for being "too controversial" since it referenced Donald Trump's "wall." On Feb. 2, 84 Lumber released the revised version of its game day spot. During the game, 84 Lumber will make the rejected version available on its website.