Super Bowl LV last February was anything but normal. Big Game regulars like Budweiser, Coca-Cola and Hyundai sat on the sidelines while more than a dozen brands made their debuts, running commercials for the first time. Many marketers turned to nostalgia to distract from COVID and some used the momentum of 2020’s social justice movement to expand their diversity and inclusion efforts.

So what will Super Bowl LVI's ads look like? On Feb. 8, Ad Age In-Depth: Super Bowl brought together brands, agency leaders and creatives to answer that question. Watch the broadcast replay below.

AD AGE IN-DEPTH: SUPER BOWL AGENDA

Tackling inclusion and authentic representation
Rich Ferraro, chief communications officer, GLAAD and executive producer, GLAAD Media Awards
Jane Mazur, VP of corporate communciations, Hologic
Cheryl Overton, founder and chief experience officer, Cheryl Overton Communications
Jason Rosario, chief diversity, equity and inclusion officer, BBDO Worldwide
Moderator: Jeanine Poggi, editor, Ad Age

Data-backed insights: What resonates with today’s customers
Sponsor session
Jon Evans, chief marketing officer, System1
Interviewer: Natalie Zfat, Studio 30 contributing editor, Ad Age

Behind the camera with Big⁠-⁠Game directors
Joshua Kissi, director, Division7
Jake Syzmanski, director, Gifted Youth
Chloé Zhao, director, Superprime
Moderator: Ann-Christine Diaz, Creativity editor, Ad Age

The new sports playbook for the streaming era
Sponsor session
Danielle Roark, marketing brand lead, TurboTax
Sadie Thoma, director of U.S. creative business development, Google
Interviewer: John Dioso, Studio 30 editor, Ad Age

Making people laugh
Mike Pierantozzi, executive creative director, VaynerMedia
Jo Shoesmith, executive director of global creative, Amazon
Allyson Witherspoon, VP and chief marketing officer, Nissan U.S.
Moderator: Jeanine Poggi, editor, Ad Age

Influencing the Big Game
Spencer Gordon, VP of digital and DraftLine, Anheuser⁠-⁠Busch
Ivonne Kinser, VP of marketing and innovation, Avocados From Mexico
Vicki McRae, VP of brand and creative, Rakuten
Sina Nader, head of partnerships, FTX
Moderator: Jeanine Poggi, editor, Ad Age