Coinbase, Netflix and Universal Pictures will air spots in the game.

Super Bowl 2022 commercials and the brands buying them

By Jeanine Poggi. Updated on February 13th, 2022.
Super Bowl LV trophy icon

With just a few hours until Super Bowl LVI, here’s a look at the brands expected to run commercials in the Big Game.

NBC announced on Feb. 3 that it was officially sold out of commercial time, with 30 seconds of air time fetching as much as $7 million in some instances.

Categories that were still in recovery mode during the Super Bowl last year like autos and travel, have returned in full force in 2022. This year’s game also marks the return of Budweiser, which sat out of the game last year.

The 2022 game will follow a similar trend of last year, with a large swath of first-time advertisers buying in, including Planet Fitness, FTX, Crypto.com, Carvana and Caesars Sportsbook, among others.

Ad Age’s definition of a Super Bowl commercial includes all national spots between the coin toss and end of play.

The game will air on Feb. 13 on NBC and on its streaming platform Peacock.

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. Find all of our Super Bowl ad coverage in one place with our Super Bowl Special Report.

And catch up here on the big business of Super Bowl commercials.

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Marketers
Categories
Agencies
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Auto
Beverages
CPG
Entertainment
Food
Financial/Insurance
Miscellaneous
Telecom
Web services
All
72andSunny
Accenture Interactive
Alldayeveryday
AKQA
Anomaly
CHÉ Creative
The David Agency
David & Goliath
Dentsu McGarryBowen
Deutsch L.A.
Doner
Forseman & Bodenfors
Goodby, Silverstein & Partners
GSD&M
Gut
HighDive
Horses & Mules
Grey
Haymaker
In-House
Juice Media
Lucky Generals
McCann
MullenLowe
Panay Films
Pinnacle
Saatchi & Saatchi
TBWA\Chiat\Day
Ten6
VaynerMedia
Whale
Wieden & Kennedy
Wunderman Thompson
Financial/Insurance
TurboTax (Intuit)

Buy: TurboTax will return to the Super Bowl with a 45-second commercial. This is its ninth consecutive spot. TurboTax was the first brand to confirm it will run a commercial in Super Bowl LVI.

Creative: TurboTax’s commercial, which debuted on Feb. 9, showcases how TurboTax Live experts can help tax filers navigate unique situations, like freelancing to crypto traders to Jason Sudeikis, being Jason Sudeikis. The company released a teaser on Feb. 7 declaring everyone has a match that’s just right for them and on Super Bowl Sunday viewers can find theirs. The teaser includes a cameo from “Ted Lasso’s” Jason Sudeikis.

Agencies: Wieden+Kennedy

Financial/Insurance
FTX

Buy: FTX, a cryptocurrency exchange platform, will air a 60-second commercial in the first half of the game. This marks its first ever Super Bowl ad.

Creative: FTX is tying a bitcoin giveaway to its first Super Bowl ad. The platform made the announcement in a series of teasers promoting the spot released on Feb. 7. One shows Thomas Edison in his lab, another a farmer during the Dust Bowl, and a third features a silent monk from medieval Europe; each explain how they’ve missed out in their lives and therefore won’t miss out on FTX’s bitcoin giveaway.

Agencies: Dentsu McGarryBowen

Food
Avocados From Mexico

Buy: Avocados From Mexico’s 30-second spot will air in the first quarter. It marks the produce marketer’s return to the Big Game after sitting on the sidelines in 2021.

Creative: Avocados From Mexico brings us into tailgate during the Roman Empire in its spot, which debuted on Feb. 8. There are nods to the NFL teams that did not make the Super Bowl and Julius Caesar, played by Andy Richter, talks about how much he loves avocados in salads.

Agencies: GSD&M

Web Services
DraftKings

Buy: DraftKings will return to the Super Bowl after making its first foray into the game in 2021. The sports betting company will air a 30-second commercial in the first quarter.

Creative: DraftKing’s released its spot on Feb. 9, introducing its new spokescharacter the Goddess of Fortune. In a teaser released on Jan. 31 it also unveiled a $1 million Super Bowl bet.

Agency: VaynerMedia

Auto
Nissan

Buy: Nissan will advertise in the Super Bowl for the first time since 2015 with one 60-second commercial in the fourth quarter.

Creative: Nissan is going for a movie effect with its Big Game spot, which was released on Feb. 3. In it, Eugene Levy is transformed into an action film star after hopping behind the wheel of a Nissan Z sports car at the urging of actress Brie Larson. Levy’s “Schitt’s Creek” co-star Catherine O’Hara makes an appearance driving a Nissan Ariya electric vehicle. It all evolved into an action-packed car chase portrayed as a movie called “Thrill Driver,” and Levy is joined by actors Danai Gurira and Dave Bautista as they flee bad guys. The spot ends with the actors emerging from what is portrayed as the red-carpet premiere of the “movie.”

Agencies: TBWA/Chiat/Day

Web Services
Rakuten

Buy: Rakuten will air a 30-second commercial in the first half of the game. This marks the cash-back platform’s first foray into the Super Bowl.

Creative: Rakuten released a teaser of the ad on Jan. 27, revealing Hannah Waddingham (from Ted Lasso) as the star of its Casino-Royale themed spot. In late January, Rakuten released a teaser “Evil Laugh” in which Waddingham chuckles menacingly into a mirror. The commercial will also star two fashion influencers, said Victoria McRae, VP, brand and creative at Rakuten Rewards.

Agency: In-house

Beverages
Anheuser-Busch InBev

Buy: The brewer will air six Super Bowl ads for a total of four minutes of commercial time in the game.

Creative: Budweiser will return to the game after sitting out last year. The commercial, which was released on Feb. 2, taps into the emotional formula the brand has been known for in its Super Bowl ads. The spot, directed by Academy Award-winner Chloé Zhao, shows a Clydesdale galloping through an open Western landscape before tripping on a barbed wire fence, suffering a leg injury. A yellow lab looks on, barking its concern. A stableman and vet nurse the horse back to health (and drink Budweisers in one scene). The final scene shows the Clydesdale charging out of its stable, with the dog running to greet it, as the phrase “In the home of the brave down never means out” appears on screen. Budweiser released a teaser on Jan. 26 revealing it would bring back the iconic Clydesdales.

Bud Light Next highlights NFTs and the metaverse in its spot released on Feb. 7. In it, we see people escaping uncomfortable or boring situations, like a bad date. In one scene, a classic painting portrait at an art gallery is shown wearing pixelated glasses that is a reference to an NFT. It ends with an avatar playing a guitar in a virtual-reality landscape, in a nod to the metaverse.

Cutwater Spirits will make its first Super Bowl foray as spirits-based products had been banned from running in NFL games until the league lifted that restriction in 2017. AB InBev will use the Super Bowl to build awareness for the brand on a broader scale.

Michelob Ultra takes us into a bowling competition between six sports greats in its 60-second Super Bowl ad, which debuted on Feb. 8. Serena Williams, Peyton Manning, golfer Brooks Koepka, soccer legend Alex Morgan and basketball stars Jimmy Butler and Nneka Ogwumike compete on the lanes, while Steve Buscemi, who played a bowler in the movie “The Big Lebowski,” bartends.

Michelob Ultra Organic Seltzer’s 30-second ad plays on its brand spot (see above). Golfer Brooks Koepka consults his caddy about what to order at the bowling alley bar. The spot was released on Feb. 8.

Bud Light Hard Seltzer Soda tapped Food Network star Guy Fieri for its spot. The variety recently hit stores and comes in flavors like cherry cola and orange soda. AB InBev began teasing the Super Bowl ad for the label with an ad during the NFL playoffs showing a refrigerator as a portal into a fantastical “Land of Loud Flavors,” while teasing more in “February 2022.”

Agencies: Wieden+Kennedy for Bud Light Next and Michelob Ultra; VaynerMedia for Budweiser; WPP's AKQA for Cutwater Spirits.

Auto
Toyota

Buy: Toyota will mark its fifth consecutive Super Bowl with two 60-second ads.

Creative: Its 60-second commercial, titled “Brothers,” tells the story of Winter Paralympian Brian McKeever and his brother Robin McKeever. The spot premiered during NBC’s Olympics coverage. In a series of teasers released on Feb. 9, Toyota revealed the cast for its second spot, titled “The Joneses.” It includes Tom Jones, Rashida Jones and Leslie Jones.

Agency: Saatchi & Saatchi

Miscellaneous
WeatherTech

Buy: WeatherTech will return for its ninth consecutive Super Bowl with a 30-second commercial airing in the second quarter.

Creative: WeatherTech’s Super Bowl teaser released on Feb. 5 introduces the so-called FitCrew, suiting up and putting on their helmets. WeatherTech’s logo is plastered on the gear. The car accessory maker will once again emphasize its made in America messaging. The spot is also expected to highlight some of the new product categories WeatherTech has moved into over the past few years, such as pet gear and cell phone holders.

Agency: Pinnacle Advertising

Web Services
Squarespace

Buy: Squarespace is returning to the Super Bowl. It has aired a commercial in most games since 2014.

Creative: Squarespace’s ad, which was released on Feb. 9, stars Zendaya, and reimagines the classic schoolyard chant “Sally Sells Seashells.” In this case Sally uses Squarespace to open her online store. It’s narrated by André Benjamin—better known as André 3000, one half of the famous hip-hop duo Outkast.

Agencies: In-house

Web Services
Meta

Buy: Meta, formerly Facebook, will be returning to the Big Game with a 60-second commercial airing in the first quarter. The company previously ran its first Super Bowl commercial in 2020.

Creative: Meta’s commercial will take place in the metaverse. A teaser released on Feb. 2, shows an empty fictional restaurant called Questy’s, a Chucky E. Cheese-style backdrop that looks a little tattered. The trailer pans across the arcade-eatery playing a song with a vaguely familiar ’80s sound that ends with the lyrics, “and we’ll always be together.”

Agencies: TBD

Web Services
Vroom

Buy: Vroom is returning to the game with a 30-second spot. It made its Super Bowl debut in 2021.

Creative: Vroom was the first Super Bowl advertiser to release its spot, dropping it on Jan. 20. The ad, called "Flake the Musical," depicts the ups and downs of selling a car. The spot centers on a woman dancing down a city street as she sings about finally finding a buyer for her vehicle before receiving a text message that the transaction was off. The musical number was choreographed by Mandy Moore, who also worked on the Hollywood musical, "La La Land."

Agency: Anomaly

Financial/Insurance
Crypto.com

Buy: Crypto.com will make its first foray into the Super Bowl with an undisclosed buy.

Creative: TBD. The Super Bowl ad will come following a year where the cryptocurrency platform gained naming rights for the former Staples Stadium in Los Angeles, and tapped Matt Damon for a commercial.

Agencies: TBD

Financial/Insurance
QuickBooks (Intuit)

Buy: QuickBooks will air a 30-second commercial in the fourth quarter. This is its first branded Super Bowl ad. While the Intuit-owned company has previously aired Big Game spots as part of its small business contest, those featured Death Wish Coffee in 2016 and GoldieBlox in 2014.

Creative: A woman and her cat (both in matching sweaters) sing their version of “All I Do Is Win” by DJ Khaled in QuickBook’s Super Bowl teaser, which was released on Feb. 4. It ends with the words, “New business? Get ready.” The new spot will be in keeping with the brand’s recently unveiled “Early Start” campaign.

Agencies: TBWA/Chiat/Day LA

Food
Pringles (Kellogg Co.)

Buy: Pringles, the potato-chip brand owned by Kellogg Co., will run a 30-second ad in the third quarter. The commercial will mark the fifth straight year it has run a Super Bowl commercial.

Creative: The spot, which debuted on Feb. 9, features a determined snacker who reaches for the final chip in a can of Pringles and spends a lifetime with his hand stuck in the can.

Agency: Grey Group

Web Services
Google

Buy: Google will return to the Super Bowl with an ad running in the third quarter.

Creative: Google will showcase its Pixel 6 Camera with Real Tone in a spot that includes Lizzo. The company dropped its teaser on Feb. 8 with the message, “Everyone deserves to be seen as they truly are.”

Agency: Gut

Food
Lay's (PepsiCo's Frito-Lay)

Buy: Lay’s will return to the Super Bowl for the first time in 17 years with a 60-second commercial

Creative: Paul Rudd and Seth Rogen star in the commercial, which was released on Feb. 2. In it, Rogen and Rudd are reminiscing over a bag of chips moments before Rogen is set to get married. The commercial was written by Rogen and Evan Goldberg, the director, screenwriter and producer of some of Rogen and Rudd’s comedies including “Superbad” and “This is the End.” Goldberg also directed the commercial. The potato chip brand also released two teasers in January announcing Seth Rogen and Paul Rudd would star in an ad and introducing the brand’s new “Stay Golden” campaign.

Agencies: HighDive

Auto
General Motors

Buy: General Motors is returning to the Super Bowl for the third straight year with at least one 60-second ad running in the third quarter.

Creative: General Motors is bringing back “Austin Powers” with its spot, which will star original cast members Mike Myers and Rob Lowe. A teaser released on Feb. 9 shows Myers reprising his role as Dr. Evil who takes over a GM office.

Agencies: McCann Worldgroup

Food
Taco Bell (Yum Brands)

Buy: Taco Bell will air a 30-second commercial in the fourth quarter of the game. This is the fast-food chain’s first Super Bowl ad in five years.

Creative: Taco Bell will feature rapper Doja Cat in its ad, which is titled “The Grande Escape.” Doja Cat will appear alongside others who are stirring to Live their Mas. The spot will feature a new Doja Cat cover.

Agencies: Deutsch L.A.

Web Services
Booking.com (Booking Holdings)

Buy: The travel site, which helps travelers make their reservations online, will air its first-ever Super Bowl commercial. The 30-second spot will run in the fourth quarter of the game.

Creative: Idris Elba will star in the commercial. Two teasers released on Jan. 26 show Elba trying to get advice from other celebrity spokesmen: Isaiah Mustafa, of Old Spice commercial fame, and Jonathan Goldsmith, also known as Dos Equis’ Most Interesting Man in the World. In both clips, Elba connects with the “two icons of the advertising world” via Zoom.

Agencies: Booking.com worked with Horses & Mules on creative for the commercial, while Mindshare handled media buying.

Auto
Wallbox

Buy: The electric vehicle charger maker will air its first Super Bowl commercial as it looks to make a push into the U.S. It will air a 15-second spot in the second quarter of the game.

Creative: The company unveiled its Super Bowl teaser on Feb. 2, introducing Seth Thomas, a lightning strike survivor who despite his issues with electricity, is still able to use Wallbox to charge his electric vehicle (showing how safe and easy the device is to use.)

Agency: The David Agency

Web Services
Expedia

Buy: The online travel agency will run a 30-second spot in the first quarter of the game. Amid a rebound in travel, Expedia is hoping to capture more market share and grow brand awareness.

Creative: Jon Gieselman, president of Expedia Brands, said the spot, which stars actor Ewan McGregor, will provide the “creative platform” for the company to lean into for the next couple years.

Agency: Anomaly

Miscellaneous
Turkish Airlines

Buy: Turkish Airlines is returning to the Super Bowl after having last aired a Big Game spot in 2019. It did not disclose its ad buy.

Creative: TBD. In 2019, the airline ran a cut down from a longer video directed by filmmaker Ridley Scott, which celebrated Istanbul and its new airport. In 2018, Turkish ran an ad with Dr. Oz and in 2017, its spot starred Morgan Freeman.

Agency: Whale

Miscellaneous
Sam's Club (Walmart)

Buy: The big box retailer will air its first Super Bowl commercial. The 30-second ad will run right before the two-minute warning in the fourth quarter of the game.

Creative: Sam’s Club released its spot, which stars comedian Kevin Hart, on Jan. 31. In the spot, Hart feels like he is getting a sneaky-good deal by using the Sam’s Club Scan & Go app, allowing him to avoid checkout lines. But what he doesn’t realize is the feature is available to everyone and not special for him because he is a celebrity. Sam’s Club previously debuted a teaser for the ad on Jan. 19.

Agency: VMLY&R

Auto
Kia

Buy: Kia is back in the game after sitting out last year. The automaker will air a 60-second spot in the third quarter.

Creative: Kia released its 60-second Super Bowl ad on Feb. 3 that plugs its new electric vehicle, the EV6, by introducing Robo Dog—a plug-in puppy that chases the EV6 in search of a charge. Bonnie Tyler’s “Total Eclipse of the Heart” plays during the pursuit, which ends with the puppy getting some much-needed juice from the EV6.

Agency: David & Goliath

Food
Doritos/Cheetos (PepsiCo's Frito-Lay)

Buy: Frito-Lay is back in the Super Bowl with a 60-second ad featuring two Flamin’ Hot products: Cheetos Flamin' Hot Crunchy and the new Doritos Flamin' Hot Cool Ranch.

Creative: Rapper Megan Thee Stallion and singer Charlie Puth star in the ad, but they voice jungle animals. In the spot released on Feb. 1, Puth voices a fox, while Megan Thee Stallion plays a songbird emerging from the mouth of a crocodile. The animals jump on bags of snacks when they fall from the backpack of a birdwatcher perched on a jungle tree limb. Their reactions to tasting the Flamin’ Hot varieties include “oohs” and “ahhs” that when combined create the backbeat of Salt-N-Pepa’s 1980s hit, “Push It.”

The company released multiple teasers introducing Megan Thee Stallion and Puth as the stars of the ad.

Agencies: Goodby Silverstein & Partners

Auto
BMW

Buy: The luxury auto brand will make its first appearance since 2015 with a 60-second ad airing in the first quarter.

Creative: Arnold Schwarzenegger had fans guessing when he teased some sort of Zeus project from his Instagram account. Turns out, that project is actually BMW’s Super Bowl ad. A teaser released on Feb. 2, shows a coffee shop barista botching Zeus’ name, with the former California governor dressed in full Zeus gear, walks to the counter to retrieve his macchiato. Also starring in the ad is Salma Hayek Pinault, who will play the role of Hera, which according to Greek mythology is the wife of Zeus and goddess of marriage. The spot will plug BMW’s electric vehicle.

Agencies: Goodby Silverstein & Partners

CPG
Irish Spring (Colgate-Palmolive)

Buy: The Colgate-Palmolive Co. brand is making its Super Bowl debut with a 30-second spot in the fourth quarter.

Creative: A 9-second teaser shows a middle-aged man on a raft washing ashore in a land populated by white-clad young folks, dubbed “Zillennials.” The 50-year-old brand is seeking to re-invent itself for a younger audience and the spot is backing a re-brand that includes new packaging, scents and products.

Agencies: Ten6

Miscellaneous
Hologic

Buy: Hologic Inc., a medical tech company focused on improving women’s health, will make its Super Bowl debut with a 30-second commercial.

Creative: Mary J. Blige stars in the commercial, which is intended to highlight women’s health through an emphasis on early detection and treatment. It was created by a female-led team and the brand hinted at the inclusion of A-list talent.

Agency: CHÉ Creative

Telecom
Verizon

Buy: Verizon will return to the Super Bowl with a 60-second ad airing in the third quarter. This marks its fifth consecutive ad.

Creative: Jim Carrey returns in his role as “The Cable Guy,” in Verizon’s Super Bowl teaser released on Feb. 7. Actress Geraldine Viswanathan is also featured.

Agencies: McCann Worldgroup

Financial/Insurance
E-Trade

Buy: E-Trade will be back in the Super Bowl with a 30-second spot that will also mark the return of its infant spokeschild. The spot will air in the first quarter.

Creative: A 30-second teaser strongly hinted at the return of the E-Trade Baby, not seen since 2014 after he quit working for the online brokerage in a huff. The teaser shows executives pleading for a return with someone via baby monitor.

Agencies: MullenLowe New York

Web Services
Amazon Prime Video

Buy: Amazon Prime Video will air two ads in the Super Bowl.

Creative: The first ad will promote “Thursday Night Football,” which moves to Prime Video from Fox this fall. The second will be a teaser trailer for “The Lord of The Rings: The Rings of Power.”

Agencies: Wieden+Kennedy

Web Services
Uber Eats

Buy: Uber Eats is returning to the game with a 30-second commercial that will run in the second quarter.

Creative: A host of celebrities and regular folks eat some pretty weird things, including cat litter and dish soap, in Uber Eats’ Super Bowl ad. The spot was released on Feb. 8 and includes appearances from Jennifer Coolidge, Trevor Noah, Gwyneth Paltrow and Nicholas Braun. Uber Eats also released a series of teasers on Feb. 2.

Agency: The Special Group

Auto
Carvana

Buy: Carvana will make its Super Bowl debut with a 30-second spot airing in the first-half of the game.

Creative: The spot, which was released on Feb. 2, centers around an “oversharing mom” who can't stop talking about her Carvana buying experience. In true mom fashion, she tells everyone she encounters —her son, an elevator full of people, a grocery store employee, a hairstylist, guests at a wedding and more—that she had a pleasant customer journey.

Agencies: In-house

Web Services
Caesars Sportsbook

Buy: Caesars Sportsbook will make its first foray into the game with a 30-second commercial airing in the second quarter.

Creative: The spot will include high-profile celebrity appearances from actor and comedian J.B. Smoove playing Julius Caesar; actress Halle Berry as Caesar’s lover, Cleopatra; as well as Eli, Peyton, Archie and Cooper Manning playing themselves. All six have appeared in prior ads for the sportsbook, which launched in August.

Agency: Ten6

Miscellaneous
Planet Fitness

Buy: Planet Fitness makes its Super Bowl debut with a 30-second commercial

Creative: Lindsay Lohan is living her best life in Planet Fitness’ first Super Bowl commercial, which debuted on Feb. 4. William Shatner and Danny Trejo also appear in the spot. This is part of the gym’s recent “Feel Fitacular” campaign , its first from its agency-of-record, a bespoke unit within Publicis.

Agencies: Publicis

Web Services
Amazon

Buy: Amazon returns to the game to promote its Alexa device with a 60-second commercial airing in the fourth quarter.

Creative: Scarlett Johansson and her husband, “SNL Weekend Update” host Colin Jost, imagine that Alexa can read their minds, interjecting some paranoia into their relationship. The spot debuted on Feb. 7.

Agencies: Lucky Generals

Financial/Insurance
Rocket Mortgage (Quicken Loans)

Buy: Rocket Mortgage is returning to the Super Bowl with a 60-second commercial in the second quarter.

Creative: A teaser released on Feb. 7 shows Anna Kendrick starring alongside Barbie to promote Rocket Homes, the company’s sister realty brand.

Agencies: HighDive

Food
Hellman's (Unilever)

Buy: Hellmann’s returns to the game for its second consecutive year with a 30-second spot.

Creative: Continuing its message of reducing food waste, retired linebacker and currency coach Jerod Mayo does his best impression of Terry Tate, “Office Linebacker,” putting some hits on food waster, including "Saturday Night Live's" Pete Davidson. The spot debuted on Feb. 7.

Agencies: Wunderman Thompson

Web Services
eToro

Buy: The Israeli social investment network will make its Super Bowl debut with a 30-second commercial airing in the third quarter.

Creative: Creative details remain undisclosed, but a teaser released on Feb. 6 included the caption, “From Sunday, investing will never be the same.”

Agencies: Alldayeveryday and media partner Juice Media

Telecom
T-Mobile

Buy: T-Mobile is returning to the Super Bowl with its ninth consecutive appearance. It will air two 30-second spots in the second and third quarters.

Creative: At least one spot will star godmother-goddaughter duo Dolly Parton and Miley Cyrus. The two appeared in a teaser announcing T-Mobile’s return on Feb. 9.

Agencies: Panay Films

Web Services
Greenlight

Buy: Kids banking app Greenlight will air its first Super Bowl ad. It will run a 30-second commercial in the first quarter.

Creative: Ty Burrell of “Modern Family” fame makes some funny, pricey purchases—then realizes he’s broke. The star’s comedic panic gives a nearby dad the opportunity to remind his kids about banking.

Agency: Haymaker

Auto
Polestar

Buy: Swedish electric vehicle brand Polestar will make its Super Bowl debut with a 60-second spot airing in the first quarter.

Creative: The ad will poke fun at other Big Game commercials. A “No Clichés” teaser released Feb. 10 promises “no stunts, no surprises, no supermodels … no puppies, no monkeys, no babies.”

Agencies: Forseman & Bodenfors

Entertainment
National Football League

Buy: The NFL will run two commercials in the game, one two-minute ad and one 30-second spot.

Creative: The league’s two-minute commercial, called “Bring Down the House,” will include former and current players brought to life via a new creative technology that blends puppetry with CGI. Te players will emerge from a video game being played by a brother and sister. The league has not shared details on the shorter ad, but it is expected to promote its’s social cause initiatives, including community service partnerships and social justice efforts that are part of “It Takes All of Us” platform.

Agencies: 72andSunny

Miscellaneous
Cue Health

Buy: At-home COVID-19 test maker Cue Health will air a 30-second commercial in the third quarter of the game.

Creative: The ad, which opens on a mother telling her young child they have been exposed to COVID and need to take an at home test, it meant to promote all of Cue Health’s home health care capabilities beyond COVID tests.

Agency: Doner

Entertainment
HBO (WarnerMedia)

Buy: HBO will run a 30-second commercial in the game.

Creative: The ad will plug ts forthcoming series about the 1980s-era Los Angeles Lakers

Agencies: In-House

CPG
Gillette (Procter & Gamble Co.)

Buy: The P&G razor brand returns to the Super Bowl for the first time in 16 years with a 30-second spot in the second quarter.

Creative: The spot isn’t likely to be released before the game, but it will eschew celebrities to focus on the product – the GilletteLabs with Exfoliating Bar, launched earlier this year. While blades bear resemblance to the Fusion system, which was what P&G was backing the last time it advertised on the Super Bowl, it’s a new system with its own blades. It’s the first new system Gillette has launched into the mass market since Fusion in 2006, when it was last in the game.

Agency: Grey Group

Entertainment
AMC Networks

Buy: AMC Network will air one 30-second spot in the second-half of the game.

Creative: The commercial will promote its AMC+ streaming service and its new programming coming in 2022, which includes "Anne Rice's Interview with the Vampire." The spot also includes footage of the final season of "Better Call Saul," and also promotes the final seasons of "Killing Eve" and "The Walking Dead."

Agencies: In-House

Web Services
Coinbase

Buy: Coinbase will make its first foray into the Super Bowl with an undisclosed buy.

Creative: TBD. Coinbase is expected to air a commercial, joining other cryptocurrency brands like eToro, Crypto.com and FTX.

Agency: Accenture Interactive

Entertainment
Universal Pictures

Buy: Universal Pictures is returning to the Super Bowl.

Creative: The movie studio will use the game to promote its new horror flick “Nope.”

Agencies: In-house

Entertainment
Netflix

Buy: Netflix will return to the Super Bowl after sitting out the last two years with an undisclosed buy.

Creative: TBD. The last time Netflix advertised in the game in 2019 they promoted their “Our Planet” natural history series. They join several streamers, including AMC+ and Disney+, which are expected to air commercials.

Agencies: TBD

Illustration by Ad Age. Web production by Corey Holmes.