Super Bowl advertisers are starting to reveal their plans for the big game airing on NBC from the U.S. Bank Stadium in Minneapolis on Feb. 4. There are familiar faces like Kia, which is returning for its ninth consecutive game, while website builder Wix.com and Honda are both sitting out after several years.
Find out who's in with Ad Age's annual Super Bowl ad chart, which can be sorted by marketer, agency, category and the latest info. Our definition of a Super Bowl ad includes all national spots between the coin toss and end of play.
Bookmark this page to keep up with every spot in the game as it is confirmed, complete with details on the agencies, creative and where it will run in the game. Sign up for our Super Bowl Alert Newsletter for breaking news. Find all our Super Bowl advertising coverage in one place with our Super Bowl Special Report. And visit the Super Bowl Ad Archive for more than 1,000 commercials from the big game dating back to Super Bowl III.
Buy: A 30-second commercial
Creative: The company's fifth consecutive Super Bowl ad will star Keanu Reeves, a long-time Squarespace customer, according to Squarespace. Reeves uses the platform for his motorcycle business Arch, Squarespace says.
Buy: One spot to promote the Kraft as a brand. Kraft Heinz has previously bought time to promote Heinz, Mio and Planters.
Creative: The ad will continue the approach from an online effort, "Family Greatly," that began in December. It features real families rather than established actors.
Agency: Leo Burnett
Buy: The luxury auto brand will run one ad. The length has not been confirmed.
Creative: The ad will include a tie-in to Marvel's upcoming "Black Panther" superhero movie, for which Lexus has secured product placement for its 2018 Lexus LC.. The Super Bowl ad will feature the 2018 Lexus LS sedan.
Agency: Lexus has not confirmed the agency but said it will be handled by one of its roster shops, which include Team One, Walton Isaacson and IW Group. Walton Isaacson is behind a "Black Panther"-themed Lexus ad that will run prior to the Super Bowl later this month.
Buy: The automaker will run two 60-second spots, one in the first quarter and one during halftime.
Creative: The first ad will plug Toyota's new global Olympics sponsorship, continuing a global campaign called "Start Your Impossible" that debuted in October. The halftime ad will be more vehicle focused.
Agencies: The Olympics ad is by Saatchi & Saatchi and Dentsu, while Saatchi will handle the second ad by itself.
PepsiCo has bought 30 seconds for a spot called "This Is Pepsi," the company said on Jan. 11. On Jan. 17, it revealed another 30-second buy.
Creative: One commercial will include Cindy Crawford in a reference to her iconic 1992 Pepsi Super Bowl ad, in which the supermodel appeared in jean shorts and a white tank top as two boys gawked. The remake is poised to be a little more G-rated: Her son, Presley Gerber, is slated to appear. Pepsi said other previous endorsers for the brand will also appear, a tactic that could help erase memories of the brand's Kendall Jenner misfire in 2017. Justin Timberlake is performing at the Super Bowl halftime show sponsored by Pepsi, so his presence will undoubtedly be woven into the brand's marketing.
The other ad will star Morgan Freeman and run back-to-back with an ad for sibling brand Doritos starring Peter Dinklage.
Agencies: The Creators League, an internal shop, is handling the Cindy Crawford ad. Goodby, Silverstein & Partners is on the spot with Peter Dinklage.
Buy: Monster Products will make its Super Bowl debut, the company announced during the Consumer Electronics Show in January.
Creative: Rapper Iggy Azalea will star in the spot, which will promote the brand's new wireless earphones AirLinks Elements.
Buy: One 15-second spot, the first for the Intuit corporate brand.
Creative: Intuit plans to introduce two characters during its Super Bowl spot, which the company describes as " playful," that will play prominently in its brand campaign.
Agencies: Phenomenon and Passion Animation Studios
Buy: One 60-second commercial. This will be TurboTax's fifth consecutive Super Bowl spot.
Creative: TBD. TurboTax's last Super Bowl ad featured Humpty Dumpty to promote SmartLook, a live video connection to a TurboTax expert, credentialed CPA or enrolled agent to answer customers' questions.
Agency: Wieden & Kennedy
Buy: Pringles will air its first big game commercial in Super Bowl LII, where it will face rival salty snack Doritos. The 30-second spot will run during the first half of the game.
Creative: Pringles will use the ad to kick off its new "Flavor Stacking" campaign, which will run through 2018. While the company did not reveal details of the spot, it said the focus will be on "celebrating fun and encouraging playful behavior."
Agency: Grey Group
Buy: Groupon will air one 30-second spot in between the third and fourth quarters. This is the first Super Bowl commercial for the e-commerce company since its first foray into the big game in 2011 with "Tibet." Starring Timothy Hutton, the commercial opened like a pledge drive to help the people of Tibet, but it quickly turned to Hutton promoting a discount for Tibetan food. The spot was criticized for making light of the plight of the people of Tibet. Two other Groupon spots during that game starred Cuba Gooding Jr. and Elizabeth Hurley, with themes of saving the whales and rainforest "causes."
Creative: "Girls Trip's" Tiffany Haddish will star in Groupon's Super Bowl spot. Haddish recently told a story about taking Will and Jada Pinket Smith on a swamp tour in Louisiana purchased through Groupon during an appearance on "Jimmy Kimmel Live!" that went viral. Haddish ranks in the top 1 percent of most frequent Groupon purchasers according to the company.
Agency: O'Keefe Reinhard & Paul
Buy: The automaker, an NFL sponsor, has not disclosed the number of ads it will run, but confirmed in December that it is buying in-game time for 2018. In 2017, Hyundai shot a commercial during the Super Bowl and aired it in the post-game.
Creative: The automaker will continue its "Better Drives Us" theme.
Agency: Innocean, Hyundai's agency of record, will handle the spot.
Buy: Anheuser-Busch InBev, which holds exclusive beer advertising rights for the Super Bowl, will use its time for four brands. It will air a spot for Stella Artois, the brand's first appearance in the Super Bowl since 2011. Bud Light will get a 60-second ad. And Michelob Ultra and Budweiser will get ad time as well.
Creative: Stella Artois, which on Jan. 16 became the game's first advertiser to release its Super Bowl spot online, is using its time to promote its ongoing "Buy a Lady a Drink" campaign, a partnership with Water.org to provide clean water to developing countries. Bud Light will continue its medieval-themed "Dilly-Dilly" campaign.
Agencies: Stella's spot was created by Mother, which has long worked on the brand. Wieden & Kennedy New York is on Bud Light. Anomaly—which was behind Budweiser's headline-grabbing Super Bowl ads for the past seven years—will not handle the 2018 spot for the brand.
Buy: Avocados From Mexico will air one 30-second spot, making its fourth consecutive appearance in the big game.
Creative: It will continue with its humorous approach and plans to highlight the versatility of avocados beyond guacamole.
Agencies: It's working with creative agency GSD&M, media agency Havas Media and Richards Lerma for social media and digital execution.
Buy: Coke confirmed it will have a spot in the big game, its 12th Super Bowl appearance.
Creative: The Coke commercial will be a new piece of creative, after the beverage giant re-ran an old ad in last season's Super Bowl.
Agency: TBD. Wieden & Kennedy has typically overseen Coke's Super Bowl work. But the marketer has recently given Fitzco/McCann several high-profile assignments.
Buy: Doritos is back in the Super Bowl after sitting out last season when it ended its "Crash the Super Bowl" contest soliciting ideas from consumers.
Creative: The ad, to paired back-to-back with an ad for sibling brand Pepsi, will star Peter Dinklage promoting the Doritos Blaze line extension. PepsiCo released a preview for the effort on Jan. 17.
Agency: Goodby, Silverstein & Partners
Buy: Kia will run one spot in Super Bowl LII, continuing its nine-year streak.
Creative: The ad will feature Kia's Stinger, a performance sedan. No other creative details have been released. Kia has frequently used celebrities in its Super Bowl ads, but the brand could change course this year under new marketing chief Saad Chehab, who came from Fiat Chrysler Automobiles.
Agency: David & Goliath
Buy: M&M's is returning to the Super Bowl after a three-year hiatus with one 30-second spot running in the first quarter.
Creative: TBD. M&M's last appeared in the 2014 Super Bowl with a spot starring Yellow M&M.
Agency: BBDO New York
Buy: The maker of car mats will return to the Super Bowl for its fifth consecutive appearance with one 30-second spot.
Creative: TBD. Known for its made-in-America message, last year WeatherTech's spot titled "Tech Team" was shot at its Bolingbrook, Ill., factories and once again featured actual WeatherTech employees.
Agency: Pinnacle Advertising