Super Bowl 2023 commercials and the brands buying them
Super Bowl ad plans are starting to take shape, with brands including DraftKings and Molson Coors announcing their Big Game ad buys.
Fox, which will air the game on Feb. 12, 2023, announced in September that it was nearly sold out of commercial inventory in the game. Some brands are spending as much as $7 million for a 30-second spot, but those that invested in major sponsorships across Fox’s portfolio paid closer to the low- and mid-$6 million price tags, consistent with the 2022 game on NBC, according to people familiar with negotiations.
The biggest change to the 2023 Super Bowl ad game so far is the decision by Anheuser-Busch InBev to give up its exclusive sponsorship rights. This opens up the game to other beer brands that have historically been unable to buy commercial time in the game, including Molson Coors, which quickly announced it would air an ad in the game.
Ad Age’s definition of a Super Bowl commercial 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. Find all of our Super Bowl ad coverage in one place with our Super Bowl Special Report.
To go inside the 2023 Super Bowl commercials and hear from those behind the creative, RSVP for Ad Age’s Super Bowl Event on Feb. 7.
Buy: DraftKings will return to the Super Bowl with its third consecutive ad. It will air one 30-second commercial.
Creative: The spot will star comedian Kevin Hart, who has appeared in other DraftKings ads.
Agency: In-house, HartBeat
Buy: The brewer will plug both Miller Lite and Coors Light in the same 30-second ad that is expected to air in the first half. Molson Coors bought the ad after Anheuser-Busch InBev gave up its exclusive rights to the Big Game.
Creative: The “High Stakes Beer Ad” gives fans the chance to win money by making predictions about the Big Game commercial. Molson Coors is partnering with DraftKings, which has an app and special website where people can make their predictions for a chance to win money. Molson Coors on Jan. 17 teased the spot with a New York Times ad that suggests playfully that Miller Lite and Coors Light are battling to be in the ad.
Buy: The Servant Christian Foundation will make its Super Bowl debut with one 30-second and one 60-second ad.
Creative: The “He Gets Us” campaign, which launched last year to rebrand Jesus, will come to the game. “The ‘He Gets Us’ Super Bowl spots will explore how the teachings and example of Jesus demonstrate that radical love, generosity, and kindness have the power to change the world,” Jon Lee, a principal at Lerma/ said in a statement.
Agencies: Lerma/, Haven
Buy: Rakuten will air one ad in the Super Bowl, returning for the second year in a row.
Creative: The ad will be nostalgia-themed and will highlight the importance of savings during times of economic uncertainty.
Buy: Avocados From Mexico will make its seventh Super Bowl appearance with a 30-second commercial.
Creative: The spot will star Anna Faris as Eve (of Adam and Eve). Avocados From Mexico will also use a QR code and generative AI as part of its Super Bowl ad. Historically, the organization has tapped celebrities ranging from Scott Baio to Kristin Chenoweth to appear in its Big Game commercials. Its 2022 ad “Coliseum Tailgate,” featured Andy Richter playing Julius Caesar as avocados liven up a dull tailgate.
Buy: Hellmann’s will air its third straight Super Bowl commercial focused on eliminating food waste, with a 30-second spot in the third quarter.
Creative: The title of the spot is “Make Taste, Not Waste,” and is expected to once again focus on the Unilever brand’s purpose—reducing food waste. A teaser released on Feb. 1 shows Jon Hamm and Brie Larson in miniature form near a relatively giant Hellmann’s jar inside a refrigerator.
Agencies: Wunderman Thompson
Buy: Downy will air its first Super Bowl commercial for its Unstopables sub-brand, a 30-second spot in the second quarter (Unstopables did run a high-profile pre-game spot in 2012 playing off the classic Pepsi Mean Joe Greene ad.)
Creative: TBD, in part because the mystery celebrity pitchman has only committed to pitch if the Unstopables-treated hoodie he’s wearing over his head in teaser ads that began breaking Dec. 12 continues to smell fresh by game time on Feb. 12. Downy will run a series of ads in the campaign leading up to the game.
Agencies:Woven Collaborative/Saatchi & Saatchi
Buy: FanDuel to air its first-ever Super Bowl commercial
Creative: The sports betting brand will air a live ad featuring NFL legend Rob Gronkowski attempting a field goal at a venue near State Farm Stadium, the home of the Super Bowl. Here is the catch: If Gronk makes the kick, fans who placed a bet on the Super Bowl with FanDuel will win a share of a $10 million pot. The ad will air during the third quarter.
Agency: Wieden+Kennedy New York
Buy: Google will return to the Super Bowl with a 90-second ad running in the second quarter.
Creative: The spot, titled “Fixed on Pixel,” is a lighthearted look at the Pixel 7 and Pixel 7 Pro’s photo editing features Magic Eraser and Photo Unblur. The spot will feature cameos from NBA All-Star Giannis Antetokoumnpo, Doja Cat and Amy Schumer.
Buy: Pringles will air a 30-second commercial in the Super Bowl for the sixth straight year.
Creative: The Kellogg Co. snack brand will use the Super Bowl to continue its “Stuck In” messaging, which tells the saga of people who get their arm stuck in a container of Pringles while reaching for a crisp at the bottom. Pringles revealed its mystery celebrity is Meghan Trainor in a teaser on Jan. 25.
Agency: Grey Group
Buy: TurboTax is returning to the game with its 10th consecutive spot.
Creative: The ad is part of TurboTax’s 2023 brand campaign designed to remind people that they can come to the platform and not do their taxes.
Buy: PopCorners will air its first-ever Super Bowl spot.
Creative: The popped-corn snack is reviving the hit show “Breaking Bad” for its Super Bowl spot and is bringing back Bryan Cranston (as Walter White), Aaron Paul (as Jesse Pinkman) and Raymond Cruz (as Tuco Salamanca). The spot will also be directed by the show’s creator, head writer and executive producer, Vince Gilligan.
Buy: After sitting out of the game in 2022, M&M’s is back in the Super Bowl with a 30-second commercial, which will air during the third commercial break in the second quarter.
Creative: M&M’s received a lot of buzz (and backlash) when it announced on Jan. 23 that its spokescandies would take an “indefinite pause” in response to criticism from right-wing media figures, and comedic actor Maya Rudolph would be its new spokesperson. A few days later M&M’S calmed fears by saying “rest assured, the characters are still our official spokescandies.” That followed with a teaser released on Jan. 26 with Rudolph announcing the candy will be rebranded Ma&Ya’s, a reference to her first name.
Agencies: BBDO New York
Buy: The automaker is coming back to the game for a second straight year with a 60-second spot
Creative: Kia, which plugged its electric EV6 in last year’s game, for this year’s ad will highlight its gas-powered 2023 Telluride X-Pro.
Agency: David & Goliath
Buy: Warner Bros. Discovery will air its first Super Bowl commercial in 17 years.
Creative: The company will air a teaser for “The Flash,” the highly anticipated DC Studios film, which stars Ezra Miller and Michael Keaton.
Buy: Doritos is back with its 23rd Super Bowl ad.
Creative: The ad will feature Jack Harlow rapper along with a fan who’ll be selected through a TikTok dance contest. On Jan. 12, the brand released a teaser showing the Grammy-nominated rapper entering the back seat of a car while pursued by fans and paparazzi. A reporter shouting through the window asks, “Is it true about the love triangle?” to which Harlow replies “maybe,” while munching on a Doritos Sweet & Tangy BBQ chip. Doritos released a second teaser on Jan. 24 featuring Missy Elliot holding a bag of BBQ Doritos while talking on the phone with Harlow. During that conversation she agrees to a collab, and then says, “A love triangle? I don’t know about that.”
Buy: Liquor giant Diageo is making its Super Bowl debut with a 60-second ad for the whisky brand in the third quarter
Creative: The ad, which is directed by Jake Scott, will plug the whisky’s heritage and longtime marketing positioning around gratitude and feature Foo Fighters frontman Dave Grohl. The musician appears in several teasers released on Jan. 27, including one in which he is in a recording studio reading random phrases such as peanut butter and paint roller.
Buy: The travel brand will run a 30-second commercial in the fourth quarter.
Creative: Booking.com revealed Melissa McCarthy will star in its spot in a 15-second teaser released on Feb. 1. The commercial will continue the brand’s Booking.Yeah campaign, messaging that was also in its Super Bowl ad last year.
Agencies: Zulu Alpha Kilo
Buy: 60-second ad in first quarter
Creative: Serena Williams stars in the ad, called “Inch by Inch,” which likens the tennis star's commitment to excellence to the tradition of Rémy Cointreau, a family-owned spirits company established in 1724.
Agencies: Fred & Farid New York
Buy: Two ads plugging Pepsi Zero Sugar
Creative: A campaign declaring "Zero never tasted so good” will plug a reformulation of the soda. One ad will star Ben Stiller and the other one features Steve Martin.
Buy: The brewer has a 30-second ad for its non-alcoholic Heineken 0.0
Creative: The spot will continue a campaign starring Paul Rudd that co-promotes Marvel’s “Ant-Man and The Wasp: Quantumania.”
Agencies: Marvel Studios’ partnerships team produced the creative in collaboration with Heineken 0.0, Publicis agency Le Pub and production company Bullitt.
Buy: The brand will return for its third straight game with a 30-second spot in the first quarter
Creative: The E-Trade baby, which the brand resurrected in last year’s game, is coming back.
Buy: The website-building platform will appear in its fourth straight game with a 30-second ad
Creative: The spot will feature a yet-to-be named celebrity and was inspired by the brand’s 20th anniversary.
Buy: The brand will make its 10th appearance in the game
Agency: Pinnacle Advertising
Buy: AB InBev will dedicate two ads to Ultra, as part of the brewer’s lineup of four ads over three minutes. Ultra will air one 60-second commercial and another 30-second ad.
Creative: Michelob Ultra released both of its commercials on Feb. 1. The first called “New Members Day,” features celebrity athletes including tennis legend Serena Williams, actor Brian Cox, basketball players Nneka Ogwumike and Jimmy Butler, soccer star Alex Morgan, former NFL quarterback Tony Romo and boxer Canelo Álvarez. The other 30-second commercial promotes the Netflix series "Full Swing," and shows pro golfer Rickie Fowler joined by Romo and Morgan on the course as they receive an early look at the upcoming series.
Buy: The nation’s largest beer will get one 60-second ad in the game, as part of the brewer’s lineup of four ads over three minutes.
Creative: Bud Light released its ad on Feb. 2. It debuts a new tagline, “Easy to drink. Easy to enjoy,” and shows off its more subtle approach to humor. The spot stars Hollywood couple Miles and Keleigh Teller (and their dog Bugsy) dancing to the sound of “on-hold” music from a phone customer service line.
Buy: The economy brand is back in the game for the first time since 2017 with one 30-second ad, as part of the brewer’s lineup of four ads over three minutes.
Creative: Busch Light became the first brand to pre-release its Super Bowl spot on Jan. 30. The “Shelter” commercial features the Busch Guy teaching fans how to find outdoor shelter. The spot then cuts to a tend where singer Sarah McLachlan sits with a wolf-like dog reciting lines similar to those for her iconic PSA ads for animal shelters. It also includes the melody from her 1997 song “Angel,” which also plays in those PSAs.
Agencies: Martin Agency
Buy: After sitting out last year, Planters will return to the game with a 30-second ad in the third quarter.
Creative: A teaser released on Jan. 31 shows comic Jeffery Ross working on material for a comedy roast of Mr. Peanut. In 2022, Planters ran a local commercial starring Ken Jeong and Joel McHale. Planters last aired a spot in the game in 2020 when it killed off its Mr. Peanut, only to later bring him back.
Buy: Workday will make its Super Bowl debut with a 60-second commercial airing in the third quarter.
Creative: The enterprise software company tapped rockstars to star in its campaign. It released two teasers, one featuring Ozzy Osbourne, and another Gary Clark Jr., on Jan. 25. Joan Jett is also slated to appear in the commercial.
Buy: One two minute ad running right after halftime show, plus a separate 30-second cause ad
Creative: The league on Jan. 27 teased its 90-second spot that promises to be lighthearted, action-filled spot featuring players such as Cam Heyward (Steelers) and Aidan Hutchinson (Lions) Sauce Gardner (Jets) and Jalen Ramsey (Rams) They are shown disguised as hotel bell hops and security guards in the teasers. A 30-second spot called “We See You,” will showcase “the NFL’s commitment to being a force for good in the community, shedding a light on those who are often overlooked across the country,” the league stated.
Agencies: 72andSunny (Bryan Buckley directs 90-second ad)
Buy: 60-second ad in second quarter
Creative: After plugging Uber Eats the past two Super Bowls, Uber this year will promote Uber One, which launched in November 2021 and is a paid membership service that gives users discounts on rides and food delivery. The ad will star Diddy who appeared in a teaser released Jan. 31 where he was shown being pitched by Uber execs on making a song to “put Uber One on the map.”
Agency: The Special Group
Buy: Limit Break, a blockchain-based game developer will air its first Super Bowl commercial. The 30-second spot will run in the first half of the game.
Creative: As part of its Super Bowl spot, Limit Break will give away 40,000 NFTs and feature a QR code in its ad. The free token release is meant to build excitement for the company’s upcoming mobile game, DigiDaigaku.
Buy:60-second ad in second quarter
Creative: The automaker has partnered with Netflix on an ad that shows Will Ferrell appearing alongside characters from “Squid Game,” “Bridgerton,” “Stranger Things” and other Netflix hits. The spot promotes GM’s growing fleet of electric vehicles and is part of a larger deal that puts EVs in Netflix shows. The automaker began teasing the ad on Feb. 2.
Agencies: The Community, McCann Worldgroup
Buy: 30-second ad.
Creative: The streamer continues its “Mountain of Entertainment” campaign that debuted during the 2021 Super Bowl. It features characters from Paramount scaling the mountain. This time, Sylvester Stallone plays the part of a mountain. An extended 60-second version was released on Feb. 2.