Super Bowl LIII is on Sunday, February 3 in Atlanta and although we still don’t know which two teams are playing, we do know some of the ads we will be watching on game day. Slowly, brands are revealing campaigns and advertisements that will premiere during the big game.
We will be updating as brands announce more details and release teasers, full spots
Serena’s Bumble Collaboration Debuts
Bumble announced its debuting their year-long marketing campaign with Serena Williams on Super Bowl Sunday. The campaign “The Ball is in Her Court” wants to send a big message of women’s empowerment and after 2018’s #MeToo movement it’s no coincidence the premiere is on a male-centric event.
Bumble has not revealed how the ad will appear, but we do know it’s a multi-platform campaign.
Toyota Will Show Its Redesigned RAV4
Toyota’s RAV4 got a makeover and it will get a lot of attention during one of the biggest events of the year. Ed Laukes, head of marketing for the Toyota Division told Automotive News the car has the marketing budget to promote itself on a mainstream platform like the Super Bowl.
He added the campaign will feature teasers released on and before game day.
AB InBev Hitting The Super Bowl
Bon & Viv Spiked Seltzer, an alcoholic carbonated drink by Anheuser-Busch InBev, is one of the five brands the brewery will feature along with Bud, Bud Light, Michelob Ultra and Stella. The company told Adweek this decision is part of maximizing their time during the game to “capture consumer attention at the right time.”
AB InBev has exclusive alcohol advertising rights during the game and will air four 45-second spots, three 30-second spots and one 60-second ad. Anheuser-Busch will also have four billboards and four bumpers during the Super Bowl.
TurboTax Returns To The Super Bowl
As part of the deal Intuit struck with the National Football League, TurboTax Live will be the presenting sponsor of the championship games on January 20. The first time the football organization has signed on a sponsor for both AFC and NFC championship games. Intuit is also the official NFL sponsor for financial and accounting software along with tax prep services. This will be the sixth year in a row TurboTax has advertised during the event.
Pizza Hut Hurries To Broaden Its Beer Delivery On Game Day
The pizza company knows most spectators are watching from home so they’ve decided to expand its beer delivery to about 300 restaurants in preparation for the Super Bowl. It launched the service in Arizona in December 2017 and aims to have it in 1,000 restaurants this summer. The official pizza sponsor of the NFL says 86 percent of Super Bowl parties combine pizza and beer.
PepsiCo Will Run Three Super Bowl Ads
This year PepsiCo will debut three 30-second ads featuring Pepsi, Doritos and Bubly. The beverage giant will also get 10-seconds of ad time during the pregame and PepsiCo will also sponsor the halftime show. Details on the Super Bowl spots haven’t yet been revealed, but PepsiCo did mention it’s been difficult to book talent for the show because many of them stand by Colin Kaepernick.
Bubly Partners With Bublé
PepsiCo’s bubly will air an ad starring Michael Bublé, because bubly = bublé. Sort of.
In the press release, Bublé says “I might be Canadian, but I’m a big fan of American football… I had a blast doing my very first Super Bowl commercial with bublé – I mean bubly. Because of our similar names, the brand and I share a special bond. I love how the cans are bold, bright, and full of personality. They’re perfect for any Super Bowl viewing partés you might be having.”
Audi Wants To Push Their All-Electric Cars
The German automobile company is spending big money to show Super Bowl fans their full electric line of cars. Last year, Audi came out with the eTron followed by the eTron GT. The company wants to continue promoting the car and they felt the Super Bowl a great platform for it.
Loren Angelo, vice president of marketing of Audi of America, told CarBuzz “We’re returning to the biggest advertising stage to let America know that electric has gone Audi.” Audi will debut a 60-second spot during the second quarter and but haven’t disclosed how much they spent.
M&M’s Comes Back After Last Year’s Success
Mars, Inc. announced they will air a 30-second M&M’s spot on game day during the first commercial break. Last year’s spot featuring Danny DeVito was voted #6 in USA Today‘s Ad Meter top 10 list.
“We’re excited to bring M&M’S back to such an iconic stage as the Super Bowl,” said Allison Miazga-Bedrick, brand director of M&M’S, in a press release. “You’ll see the return of fan-favorite spokescandies, along with big news from the brand that we know fans will love.” This is the fifth commercial M&M’s has done for the Super Bowl.
Colgate’s Commercial With Comedian Luke Wilson
It’s the third year Colgate decides to run an ad during the big game. They made their Super Bowl debut in 2016 with a 30-second ad about saving water—with no mention of their products. This year, the 30-second spot features Luke Wilson as a ‘close-talker’ to demonstrate how good Colgate Total works. The campaign tagline is ‘Do More For Your Mouth,’ and the commercial is set to air during the third quarter’s second commercial break.
Kia Returns For Its 10th Consecutive Year
Kia comes back to Super Bowl LIII after a decade of advertising during the event. AdWeek confirmed the news back in December. In 2018, their ‘Feel Something Again’ spot with singer Steven Tyler made headlines because of its nostalgic concept. Tyler races a Kia Stinger backward and he’s transformed into his younger self through CGI special effects.
Kia hasn’t released any other details for their commercial this year.
Hyundai Is Back To Play Hard
The Super Bowl ad veteran is going to air a 30-second spot during the pregame show and a 60-second commercial during the game’s first quarter. The auto company has placed spots in 11 of the past 12 Super Bowls. Hyundai has been extremely successful during the Super Bowl, research shows they’ve aired top-10 ads in each of the past seven games.
Kraft’s DEVOUR Will Debut Its Super Bowl Ad
The frozen food brand will make it’s first Super Bowl ad appearance. The 30-second spot will appear during the third quarter and the campaign focuses on DEVOUR’s history of making decadent frozen meals. The brand keeps growing and its the first from Kraft Heinz Springboard platform to get a commercial for the Super Bowl. No word on what campaign will feature, but the company mentioned it would be “edgy.”
Mercedes-Benz Is The Name Of The Game
Mercedes-Benz will be back this year after an on-again-off-again relationship with the Super Bowl. They also own the rights to Mercedes-Benz Stadium in Atlanta, where the game will be played this year.
Avocados From Mexico Sees Major Benefits With Super Bowl Ads
According to Avocados From Mexico, they plan to place a 30-second commercial during the second quarter for its ‘Always worth it’ campaign.
“Before we were advertisers in the Super Bowl we had an issue because after the date, usually, the sales went down pretty fast,” said Alvaro Luque, president of Avocados from Mexico to AdAge. “Now it’s been a very, very good month for us in sales.”
Persil’s ‘The Professional’ Returns To The Super Bowl
Adweek reports Persil ProClean is making its Super Bowl comeback for the fourth year in a row. Last year’s “Game-Time Stain-Time” spot features the recurring pitchman who loudly points out a viewer’s guacamole stain. It was directed by the comedic duo Tim Heidecker and Eric Wareheim. The detergent brand didn’t reveal any details about the new spot, when it will air during the game or how long it will be.
Skittles Is Producing The First-Ever Broadway Show
The Mars-owned candy brand announced it will air a live Broadway musical instead of a traditional commercial during the big game. The show simply titled, “Skittles Commercial: The Broadway Musical” is written by playwright Will Eno. The show will feature a 17-member cast ensemble and a celebrity—not yet mentioned—performing live in front of The Town Hall in New York City at 1 p.m. EST.
Turkish Airlines Continues Its Super Bowl Presence
Turkish Airlines returns with its third Super Bowl ad. The 30-second commercial will air in the first quarter; no other details have been released. Last year, they aired a commercial ‘Five Senses with Dr. Oz,’ and in 2017 actor Morgan Freeman performed in the Turkish Airlines spot inviting with travelers to ‘bridge worlds’ with his one-of-kind voice.
Olay To Debut Its First In-Game Super Bowl Ad
The Skincare brand will run its inaugural game day commercial during the first half of the game. As part of its new campaign, Olay will give away two tickets to the Super Bowl to promote its Skin Advisor platform. Consumers can only enter by filling out the Skin Advisor survey online. There are not many details on the new ad, but Olay says its “unexpected and humorous.”
Planters Makes A Comeback With Mr. Peanut
Kraft Heinz-owned Planters will air a 30-second ad slated to air during the game’s second quarter. It’s Planters come back Super Bowl ad after being absent for over a decade. It will feature the iconic mascot Mr. Peanut and a celebrity guest. Officials told Variety Mr. Peanut would ride on a “nut-mobile,” and the tagline is, “Always there for you at crunch time.” The company says they will slowly reveal more commercial details as the game approaches.
Doritos Teaser Features Chance The Rapper And Backstreet Boys
Doritos revealed through Twitter saying, “Our prediction for the big game? There’s a chance things are going to get hot. Stay tuned 02.03.19. #NowItsHot” with a picture of Chance the Rapper holding a bag of Flamin’ Hot Nacho Doritos. We now know the ad will be about Doritos’ new Flamin’ Hot Nacho flavor and will feature not only Chance but also Backstreet Boys. The 15-second teaser doesn’t off much more outside of quite of bit of denim, and some humor.
According to the press release: “The Super Bowl ad scene is turning hot thanks to Doritos, one of the flagship brands from PepsiCo’s Frito-Lay division. Back in the game once again with a :30 TVC, Doritos is dropping a never-before-seen collaboration between hip-hop star Chance the Rapper and pop icons the Backstreet Boys.”
Hotels.com Is Offering a Free Room For Baby Makers
The hotel company took the “Super Bowl babies” concept—that the birth rate in winning cities goes up nine months after the game—for a few of its former Super Bowl spots. However, this year they’re offering free hotel rooms to 53 fans of the winning team to continue the tradition. Fans can visit www.BigGameBabies.com and enter for the chance to win a $250 gift certificate. They’ve also partnered with Spotify to create a playlist called Big Game Babymaking.
WeatherTech Brings Back ‘Made In America” Message
WeatherTech, a car mat and accessory manufacturer, will run a 45-second ad during the game. This makes it the sixth time they’ve appeared during the Super Bowl. The company is known for their patriotic theme and last year some viewers saw the ad as a political message. The spot shows American workers building the new WeatherTech factory. It ends with “At WeatherTech, we built our new factory here in America. Isn’t that the way it’s supposed to be?”
Expensify Debuts Its First-Ever TV Ad During Super Bowl
The expense management platform announced its airing its first TV commercial during the big game. Expensify released a statement saying the 30-second spot will feature “two notable talent putting an entertaining and elaborate twist” on the boring task of filing expense reports. The upcoming Super Bowl ad is part of Expensify’s multi-channel marketing campaign ‘You Weren’t Born To Do Expenses.’ The press release added the campaign officially launches next week with unconventional pieces of content and assets.