Super Bowl 2023 commercials and the brands buying them
With less than a week until the Kansas City Chiefs take on the Philadelphia Eagles, the Super Bowl commercial game is heating up.
Fox, which will air the game on Feb. 12, announced on Monday that it has sold out of commercial inventory in the game. But getting to the finish line wasn’t without its challenges, including an impact from economic headwinds and the crypto downturn.
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.
One of the biggest changes to the 2023 Super Bowl ad game is the decision by Anheuser-Busch InBev to give up its exclusive sponsorship rights. This opened up the game to other beer and alcohol 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 following the news of AB InBev.
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 in the first quarter.
Creative: The spot, released on Feb. 6, stars comedian Kevin Hart, who has appeared in other DraftKings’ ads. Super Bowl viewers are taking inside Hart’s Big Game party, and the ad promotes a free $5 bet for customers in states where the platform is active.
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 in 2021 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 30-second ad in the Super Bowl, returning for the second year in a row.
Creative: In the spot, released on Feb. 6, Alicia Silverstone revives her role as Cher in the 1995 film “Clueless.” In the ad, Silverstone tells a class full of high school students how Rakuten can help them gain money by giving cash back from shopping. The ad also stars actress Elisa Donovan returning as Cher’s nemesis and unfortunate debate opponent Amber.
Buy: Avocados From Mexico will make its seventh Super Bowl appearance with a 30-second commercial airing in the second quarter.
Creative: The spot stars Anna Faris as Eve (of Adam and Eve) and imagines a world where Eve bit into an avocado instead of an apple.
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,” will 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. The full ad, which debuted on Feb. 6, also included an appearance by Pete Davidson, who was in Hellmann’s 2022 ad as well.
Agencies: Wunderman Thompson
Buy: Downy will air its first Super Bowl commercial for its Unstopables sub-brand, a 45-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: Danny McBride (star of HBO series including “Eastbound & Down” and a writer in the Halloween movie franchise) changes his name to “Downy McBride” as he’s converted into a true believer and T-shirt-cannon-toting golf cart driving evangelist for the long-lasting scent of Downy Unstopables. The brand’s campaign began with teaser ads that began running Dec. 12 in which a then mystery celebrity under a hoodie expressed his doubts about whether the scent of the laundry additive would last until the Super Bowl. Apparently, it did.
Agency: 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, released on Feb. 8, features 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 a 30-second commercial in the game, marking its first-ever Super Bowl spot.
Creative: The popped-corn snack revived the hit show “Breaking Bad” for its Super Bowl spot, which was released on Feb. 6.
Agencies: D3, which is Frito-Lay’s in-house agency
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: Kia will air a 60-second ad in the third quarter of the game.
Creative: A desperate dad who forgot his baby's binky zips home in the family’s Kia Telluride X-Pro crossover vehicle. In a Super Bowl first, Kia is presenting three alternate endings for the “Binky Dad” ad exclusively on its TikTok channel to keep the story alive and generate engagement.
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. The 60-second commercial will air in the second quarter.
Creative: The ad, released on Feb. 8, stars Jack Harlow, who finds fame as a triangle player, only to see Elton John win the acclaim. The spot also features rapper Missy Elliott; radio personality and producer Sway Calloway and his co-anchor Heather B. Angie Yadao-Payad, who won the brand’s TikTok dance competition, also appears in the commercial.
Agencies: Goodby Silverstein & Partners
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: Pepsi will air two 30-second ads plugging Pepsi Zero Sugar
Creative: The “Great Acting or Great Taste” ads, released on Feb. 8, both follow a similar format. In each, Pepsi challenges consumers to decide for themselves whether Pepsi Zero Sugar is as good as Steve Martin or Ben Stiller say it is, or if they are only acting.
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 back, and this time he is attending a wedding.
Buy: The website-building platform will appear in its fourth straight game with a 30-second ad
Creative: Adam Driver stars in the spot, which was released on Feb. 9, and plays multiple versions of himself. He is baffled by the idea that Squarespace is a website that makes websites and that idea leads him down a rabbit hole where reality starts to unravel.
Buy: The brand will make its 10th appearance in the game with a 30-second spot airing in the second quarter.
Creative: WeatherTech is harkening back to its first-ever Super Bowl commercial, which told the story of the obstacles WeatherTech’s Founder David MacNeil faced when trying to manufacture in America. This year’s spot, titled “We All Win,” utilizes scenes from the original and is about pointing out how all those people who told MacNeil he couldn’t do it were wrong.
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 Mr. Peanuts is roasted by a lineup of comedians in Planter’s ad, which was released on Feb. 8. “Roastmaster General” Jeff Ross, known for his work on the “Comedy Central Roast,” is joined by comics Natasha Leggero, Frank Castillo, Atsuko Okatsuka, Yamaneika Saunders, David Lucas, and Sarah Tiana.
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. The full commercial, released on Feb. 6, features no less than five rockstars, including Paul Stanley of KISS and Billy Idol.
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: Uber will air a 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 company tapped Sean “Diddy” Combs to make a “hit” for the spot, which debuted on Feb. 7. The ad includes appearances from Montell Jordan, Donna Lewis, Kelis, Ylvis and Haddaway, remixing their top songs for the Uber One membership.
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:The automaker will have a 60-second ad in second quarter
Creative: GM partnered with Netflix on the 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.
Buy: Jeep will air one 60-second ad in the second quarter.
Creative: Jeep’s ad, released the morning of the game, shows wild animals dancing to a remake of the “Electric Boogie” alongside two electric Jeeps. The remake of the song was recorded by Shaggy and Marcia Griffiths.
Buy: Ram will air one 60-second commercial in the fourth quarter.
Creative: Titled “Premature Electrification,” Ram’s ad, released the morning of the game, uses sexual innuendos and mocks pharma ads to plug the forthcoming electric Ram 1500 REV pickup truck.
Buy: Skechers is returning to the game with a 30-second commercial airing in the fourth quarter.
Creative: Snoop Dogg stars in the spot, released on Feb. 8, where he is seen wearing Skechers Hands Free Slip-ins and how they fit into every part of his outlandish life. It includes cameos by Howie Long, Tony Romo and Martha Stewart. The idea of the commercial was conceptualized by Dogg and features his song “Who am I?(What’s my name).”
Agencies: SKX Studios
Buy: The coffee and donuts chain will make its Big Game debut with a 30-second ad running in the first quarter.
Creative: Ben Affleck, a fan of the chain, will star. He was spotted filming the ad last month in Medford, Massachusetts.
Buy: The glucose-monitoring brand is returning to the game with a 30-second spot.
Creative: Nick Jonas once again stars in the ad, introducing Dexcom’s new G7 device, its latest monitoring system.
Agencies: Marcus Thomas
Buy: Astellas will air its first Super Bowl spot, a 30-second ad, after coin-toss but before kickoff.
Creative: Called “Heat on the Street,” the ad shows a woman asking other women on the street if they’re familiar with VMS, which stands for vasmotor symptoms. The symptoms are colloquially known as the hot flashes and night sweats caused by menopause.
Agency: Saatchi & Saatchi
Buy: The streamer will air a 30-second commercial in the fourth quarter.
Creative: Peacock will use its spot to promote its new series “Poker Face,” starring Natasha Lyonne, who appears in the ad. Peacock also partnered with Google and M&M’s to weave elements of their Super Bowl ads into this spot.
Buy: T-Mobile will air two 60-second commercials.
Creative: Zach Braff, Donald Faison and John Travolta appear in one ad, which was released on Feb. 9, spoofing “Grease” to promote T-Mobile’s home internet. The second ad, released hours before kickoff, stars Bradley Cooper and his mom.
Buy: Amazon Prime Video will air at least one commercial in the game.
Creative: The studio is slated to run a commercial for the Nike movie, “Air,” which stars Ben Affleck and Matt Damon.
Buy: Paramount Pictures will have at least two ads in the game, one 60-second and one 30-second.
Creative: The movie studio will promote “Scream VI,” which is slated to hit theaters on March 10, with a 60-second commercial. It will also run a 30-second trailer for its “Dungeons & Dragons: Honor Among Thieves” movie.
Buy: Universal Pictures will air one spot in the game.
Creative: The movie studio will use the game to promote the latest in the “Fast and the Furious” franchise, “Fast X.”
Buy: DoorDash returns for its second Super Bowl (it was in the game in 2021).
Creative: “We Get Groceries” ad stars Matty Matheson of “The Bear,” Raekwon The Chef of Wu-Tang Clan and Nickelodeon’s stop-motion-animated Tiny Chef, who are all trying to help lead a Dasher through a grocery shopping trip.
Agency: The Martin Agency and DoorDash’s in-house creative studio Superette
Buy: DTC pet food company The Farmer’s Dog makes its Super Bowl debut in the second quarter.
Creative: The 60-second spot, called “Forever,” follows the story of a girl and her dog as they grow up together.
Agency: The Farmer’s Dog created the spot in-house and worked with production company Sanctuary Content to produce it.
Buy: Temu, an online marketplace, aired two 30-second commercials during the game.
Creative: Temu entered the U.S. market in late 2022 and used the Big Game to build brand awareness for the app with the spot simply talking about what it is and its features.
Agency: Saatchi & Saatchi
Buy: Amazon returned to the Super Bowl with a 90-second commercial.
Creative: The ad told the story of a lovable, but mischievous dog, whose family we see buy a crate on Amazon. We think that they are going to cage him, but it turn out the crate was to carry home a new puppy friend.