Credit: Patrick Smith/Getty Images
Super Bowl LI Complete Ad Chart
Who's Buying Commercials in the Big Game

Marketers are locking in their plans for Super Bowl LI, to be broadcast by Fox from NRG Stadium in Houston on Feb. 5. Kia is in again, but Toyota is out. Snickers will be there; Butterfinger is returning to the sidelines.

So Ad Age's annual Super Bowl ad chart is back. You can sort it by marketer, category, agency or just its most recent additions. Watch this space for every marketer and agency in the big game as we confirm them. We've got the early entries so far, but check out last year's final chart to see the wealth of info that's on the way.

A word on the definition of a Super Bowl ad: Ad Age has long considered only commercials that air on national TV between kickoff and the final whistle, but we have a shift this year. Prompted by the popular success of Hyundai's "First Date," which aired in the ad break just before the kickoff of Super Bowl 50, we're now counting all national ads between the coin toss and the end of play.

Ad Age will be breaking news and locking down details right up until game day. Bookmark this page to keep up with every spot in the game as it's confirmed, complete with details on the agencies, creative, timing during the game and more. Sign up for our Super Bowl Updates email newsletter for new additions and headlines as they happen. And find all our Super Bowl advertising coverage in one place, our Super Bowl special report.

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Marketers
Newest Additions
Categories
Agencies
All
Auto
Beverages
Food
Miscellaneous
All
Anomaly
BBDO
David & Goliath
Deutsch
FCB
GSD&M
Pinnacle
Wieden & Kennedy
Anheuser-Busch InBev
Beverages
Buy: Anheuser-Busch InBev holds exclusive beer advertising rights for the Super Bowl. The brewer will run one ad for its below-premium Busch brand, which will make its Super Bowl debut. Other plans are yet to be confirmed.
Creative: To be determined. Last year's ads included a minute-long anti-drunk driving message starring Helen Mirren, Budweiser's case against micro brews, the start of the politically themed, now-concluded "Bud Light Party" campaign, a return to the game for Michelob Ultra after 15 years and Shock Top's Super Bowl debut.
Agencies: A-B InBev roster shops include Anomaly for Budweiser, Wieden & Kennedy for Bud Light and FCB Chicago for Michelob Ultra. The Busch ad will be handled by Deutsch New York, which won the account earlier this year.
Avocados From Mexico
Food
Buy: One 30-second ad early in the first quarter. It's the third Super Bowl in a row for the marketing arm of Mexican Hass avocado businesses, going back to its big-game debut in 2015. Its Super Bowl 50 ad featured an alien guide leading a tour of Earthly artifacts including Scott Baio and avocados.
Creative: A humorous take emphasizing health and wellness after the U.S. Food & Drug Administration set plans to reevaluate use of the term "healthy," partly to incorporate updated nutrition recommendations that focus on the type of fat consumed instead of the total amount of fat. Avocados are high in so-called "good fats."
Agency: Omnicon Group's GSD&M
Kia
Auto
Buy: Kia told Ad Age on Nov. 10 that the brand will return to the Super Bowl for the eighth year in a row, becoming the first automaker to confirm its presence in Super Bowl LI. Toyota, which had appeared in five straight games, is sitting the game out.
Creative: Kia will advertise its 2017 Kia Niro, a new hybrid crossover vehicle that is scheduled to hit dealers by early January. Kia in Super Bowl 50 relied on the star power of Christopher Walken, who pitched the Optima sedan in the 60-second "Walken Closet," convinced a boring, beige-suit-and-sock-wearing man to add some "pizzazz" to his life.
Agency: Agency-of-record David & Goliath will handle the creative work.
Snickers (Mars)
Food
Buy: Mars will air one 30-second spot for Snickers. This is the brand's third consecutive Super Bowl spot.
Creative: To be determined. Snickers' Super Bowl 2016 spot featured William Defoe as a hungry Marilyn Monroe and continued the "You're Not You When You're Hungry" theme.
Agency: Omnicon Group's BBDO
WeatherTech
Miscellaneous
Buy: The maker of car mats will return to the Super Bowl with one 30-second spot in the first half of the game, its fourth consecutive appearance.
Creative: TBD. It's expected WeatherTech will continue with its "made in America message." Its Super Bowl 2016 spot titled "Resources" featured actual WeatherTech employees and its facilities.
Agency: Pinnacle Advertising in Schaumburg, Ill
Cover photo credit: Patrick Smith/Getty Images
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Chart design by Chen Wu.