Check out every Super Bowl ad that marketers release before the Feb. 4 game, with the latest on top. And now rate them too, in Ad Age's first Super Bowl Ad Rank with Morning Consult. Tell us not only how entertaining the spots are but how effective for their brands. We'll release the full ranking based on your scores this Monday.
Toyota, "One Team," Saturday, Feb 3
Toyota released this spot by Saatchi & Saatchi the day before the game, with plans for an on-air introduction from NBC Sports anchor Dan Patrick just before the halftime show.
Wix.com, "Rhett & Link," Friday, Feb. 2
Wix.com created this spot, it seems, in less than a day—after it got a deal compelling enough to change its mind about staying out of not just the Super Bowl but also TV in general this year.
Toyota, "Good Odds," Feb. 2
The automaker is shelling out for its biggest Super Bowl ad buy ever with two spots that push its global Olympics and Paralympics sponsorships and a third ad that will continue its long-running "Let's Go Places" campaign. The automaker had originally planned two 60-second ads, but added a 30-second ad at the last minute. It released two on the Friday before the game.
Toyota, "Mobility Anthem," Feb. 2
Sprint, "Evelyn," Thursday, Feb. 1
"Deus ex Machina" meets the former "Can you hear me now?" guy in Sprint's return to the Super Bowl.
Pepsi, "This Is the Pepsi," Feb. 1
Pepsi goes "Back the the Future" with its 2018 Super Bowl ad, which takes a quick spin through decades of the brand's brushes with pop culture. It was created by PepsiCo's in-house agency, Creators League.
Bud Light, "Bud Knight," Feb. 1
Bud Light's "Dilly Dilly" king has found his man-at-arms—and he's named "Bud Knight," of course. The blue-armoured character makes his debut in the brew's medieval campaign in this 60-second 2018 Super Bowl spot.
Coca-Cola, "The Wonder of Us," Feb. 1
Coke is making a diversity play in the Super Bowl this year, albeit with a lighter touch than its spot four years ago, in this spot by Wieden & Kennedy.
Kia, "Feel Something Again," Feb. 1
Aerosmith's Steven Tyler, whose last Super Bowl appearance included a singing Tyler portrait made out of Skittles, returns to rediscover his youth with Kia in this spot by David & Goliath.
Michelob Ultra, "I Like Beer," Wednesday, Jan. 31
In its sequel to the Super Bowl spot released earlier in the week, Michelob Ultra features Chris Pratt again plus a remake of the song "I Like Beer," which was re-recorded by country music singer Jon Pardi.
Wendy's, "Iceberg," Jan. 31
The chain is returning to the Super Bowl with a shade-filled message squarely pitting its square burgers against McDonald's.
Amazon Alexa, "Alexa Loses Her Voice," Jan. 31
When Amazon's Alexa loses her voice, Gordon Ramsey, Cardi B, Rebel Wilson and Sir Anthony Hopkins try to fill her place in this spot by Lucky Generals and Amazon's internal creative agency, D1. Jeff Bezos makes a cameo.
Squarespace, "Make It Happen," Wednesday, Jan. 31
Keanu Reeves surfs on a motorcycle in Squarespace's Super Bowl LII ad. That's just about it. He also recites some words of encouragement while he's up there.
Avocados From Mexico, "#GuacWorld," Jan. 31
People enter a bubbled world, sealing good things like avocados in with them and locking out the bad, in this ad by GSD&M, the fourth Super Bowl ad in a row for the growers' association.
Amazon Prime, "Tom Clancy's Jack Ryan," Tuesday, Jan. 30
As the streaming wars heat up, Amazon will air its first Super Bowl commercial for its Prime Video service. The 60-second spot will promote the Prime Video original series "Tom Clancy's Jack Ryan," a CIA thriller based on the book, which is set to debut Labor Day weekend.
Universal Parks & Resorts, "Vacation Quarterback," Jan. 30
"Fear is not an option," retired NFL star Peyton Manning says as a rollercoaster plunges in Universal Parks' first Super Bowl spot since 2010.
Mtn Dew and Doritos, "Doritos Blaze vs. Mtn Dew Ice," Jan. 30
Morgan Freeman and Peter Dinklage go head-to-head in a lip-sync battle in back-to-back 30-second Super Bowl ads for Mtn Dew and Doritos that the two PepsiCo brands released today.
Michelob Ultra, "The Perfect Fit," Monday, Jan. 29*
Mich Ultra is asterisked here because it didn't release the actual Super Bowl ad starring Chris Pratt, but a minute-long extended version of the :30 it will run. Also mild demerits for only releasing part one of a two-part ad series. That's really milking it.
M&Ms, "Human," Jan. 29
BBDO New York's ad finds red and brown M&Ms "spokescandies" are walking down the block, Red bemoaning all the people trying to eat him. Then his human form emerges.
Budweiser, "Stand by You," Friday, Jan. 26
Budweiser isn't using its Clydesdales mascots for the first Super Bowl since 2001, instead using this 60-second Bud commercial by the agency David to promote Anheuser-Busch InBev's philanthropic water giveaways after natural disasters.
Groupon, "Who Wouldn't," Thursday, Jan. 25
"Girls Trip" star Tiffany Haddish makes a vivid case for supporting local businesses, a mainstay of Groupon's offers, in the brand's first Super Bowl ad since a 2011 misfire that some people thought made fun of charities. The new ad was created by O'Keefe Reinhard & Paul.
Lexus, "Long Live the King," Jan. 25*
Lexus gets an asterisk for pre-releasing its ad but only in extended form, at 60 seconds instead of the 30 seconds it bought in the game. The spot, a tie-in with Marvel's "Black Panther" movie, was created by Lexus' multicultural agency, Walton Isaacson.
Pringles, "Wow," Jan, 25
Bill Hader and a couple film or TV crew guys discover a new way to eat chips in this commercial by Grey New York, one of the few pre-releases that might actually drum up sales on the actual Super Bowl weekend as people buy snacks for the game.
Febreze, "The Only Man Whose Bleep Don't Stink," Jan. 25
Procter & Gamble Co.'s Febreze and Grey New York feature "Dave," a man whose "bleep don't stink," in a bid to build on the humor of its 2017 spot.
Stella Artois, "Taps," Tuesday, Jan. 16
Anheuser-Busch InBev became the first marketer to pre-release its Super Bowl spot with this Stella Artois ad from the agency Mother, starring Matt Damon and promoting Water.org organization, which invests in clean water initiatives for developing countries.
