With less than one week to go until Super Bowl LVI, brands are revealing their in-game commercials en masse. We've compiled them all here. Bookmark this page to stay up to date on new releases until kickoff.
For even more pre-game viewing, catch up here on teasers from brands such as Booking.com and Squarespace.
Get the latest Ad Age Super Bowl 2022 news here.
Cutwater “celebrates the everyday ingenuity of those who work smarter, not harder, and enjoy the convenience of bar-quality cocktails in a can,” in its first Super Bowl spot. The ad, which was released Feb. 11, shows drinkers of the canned cocktails taking shortcuts in all aspects of life, such as blowtorching snow and using a massage gun to tenderize meat.
Intuit Quickbooks turns to DJ Khaled and his famous song, “All I do Is Win,” in an ad for its Quickbooks and Mailchimp brands. The 30-second spot puts a humorous twist on the various emotions small business owners will encounter while building their company from scratch and touts its brands’ abilities to help along the way.
Skechers wants to “legalize comfort” in one of its two Super Bowl spots. This ad features artist and marijuana advocate Willie Nelson speaking directly into the camera: “I’ve fought for the legalization of the one thing that can bring comfort to millions—Skechers.” The director then calls cut and alerts Nelson that Skechers is already legal. “But to feel so good, I just assumed 'the man' made it illegal.”Nelson replies, “Well then pass the Skechers.”
The other Skechers Super Bowl ad shows people wearing the brand’s shoes while singing along to Nelson’s 1980 hit song, “On The Road Again.” The people shown come from all walks of life, which is meant to show the versatility of Skechers.
Caesars Sportsbook unveiled its Super Bowl debut ad Feb. 11 on Ad Age Remotely. The spot stars spokesman JB Smoove as Caesar; Halle Barry as Caesar’s love Cleopatra; and Eli, Peyton, Archi and Cooper Manning playing themselves. The crew gathers around a table for dinner and talks everything from “live bets” to Eli and Peyton’s “Monday Night Football” show on ESPN, with a couple of jokes intertwined.
T-Mobile kicks off its Super Bowl storyline, which will run over the course of its two ads, with Dolly Parton who addresses the audience with: “America’s got a serious problem,” adding that she has to get it off her chest. She then pulls an iPhone from her dress and goes on about how phones are suffering from other carriers. “ACT NOW. RESCUE YOUR AT&T PHONE TODAY,” reads a line on-screen. The spot dropped on Feb. 11
T-Mobile's story continues with Parton tapping her goddaughter Miley Cyrus to help the iPhone cause. So Cyrus debuts a new song, “Do it for the Phones,” as part of a 30-second spot T-Mobile released on Feb. 11. T-Mobile lightheartedly is trying to convey that so many phones are subjected to inferior 5G networks than it has to offer.
It took just eight days for healthcare brand Cue, perhaps known best for its COVID tests, to put together its first ad for the Super Bowl. Cue made the decision to enter the Big Game a few weeks ago and ended up with a 30-second ad that shows off its test and also aims to show consumers that it has way more to offer. The ad was released Feb. 11.
Wallbox's debut Super Bowl commercial is a 15-second spot centered around Seth Thomas, who survived a lightning strike in 2012. Thomas is seen overcoming his fears with electricity thanks to the electric vehicle charger maker, which released the commercial Feb. 10.
Turkish Airlines is returning to the Super Bowl with a familiar spokesman, actor Morgan Freeman, who appeared in an ad for the airline company in 2017. In this year’s ad, titled “Pangea” and released Feb. 10, Freeman likens the airline to a force of nature keeping the earth connected as if it were one continent. “We connect more countries than any other airline,” reads a sentence at the end of the spot.
Meta released a 90-second version of its Super Bowl ad on Feb. 10. Called “Old Friends, New Fun,” the spot is meant to introduce the public to Meta Quest 2 devices, and shows off how Meta is moving from an old-school social media brand to a more futuristic platform in the metaverse. To do so, Meta introduces an oversized shaggy hound named Harry, who once was living the life at a bustling restaurant, but when the restaurant shuttered he was all but left for the landfill. That is, until he was rescued and found the metaverse.
Amazon’s Prime Video is using the Super Bowl to introduce “Thursday Night Football” to the platform. The ad, which was released on Feb. 10, features fans of all ages to build excitement for game day.
General Motors recreates “Austin Powers” in its Super Bowl ad, which debuted on Feb. 10. In GM’s version of the film, Mike Myers plays Dr. EV-il—as in electric vehicles—and the character realizes he needs to solve climate change before taking over the world.
Taco Bell takes thinly-veiled jabs at McDonald’s in its Super Bowl ad, which was released on Feb. 10. The ad, which stars singer Doja Cat, opens in a dining hall at “Clownus Conformus,” where a clown on stilts inspects a table of bored clowns idly spinning plates, juggling and napping on balloon animals before trays of untouched food. The clowns are supposed to poke fun at McDonald's mascot Ronald McDonald. Doja Cat lifts a clown hat off the table, and makes a discovery that brightens her mood; it’s Taco Bell food of course.
Book.com is bringing back its "Booking.yeah" tagline for its Super Bowl commercial debut. The ad, which was released Feb. 9, shows actor and new spokesman Idris Elba admitting that while the travel company's name may not be "cool," it's "good at helping you book travel." At the end of the 30-second spot, an off-screen narrator then utters the famous "Booking.yeah" tagline.
Zendaya sells seashells by the seashore in Squarespace’s Super Bowl ad, which debuted on Feb. 9. The spot also features rapper Andre 3000 Benjamin.
TurboTax’s 45-second spot, 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.
DraftKings introduces spokescharacter “Goddess of Fortune” in its return to the Super Bowl. The leather-clad woman is shown taking numerous risks, such as standing on the field goal posts and riding on the back of a motorcycle with an Evel Knievel lookalike. This year’s ad, released Feb. 9, also includes a Joe Namath cameo.
Expedia uses actor Ewan McGregor to poke fun of all the "stuff" consumers are encouraged to buy in commercials. "Do you think any of us will look back in our lives and regret the things we didn't buy? Or the places we didn't go?" McGregor asks. The travel company's ad was released on Feb. 9.
Pringles moved from flavor stacking, the theme of its prior Super Bowl spots, to a sticky situation, showing the life of a man who gets his arm stuck in a Pringles can while trying to get that final bit. “Pringles Stuck In,” from creative agency Grey, and directed by Tom Kuntz, will air during the third quarter of the Super Bowl. The ad was released on Feb. 8.
BMW is back in the Super Bowl for the first time since 2015 with a 60-second spot. Arnold Schwarzenegger, playing Zeus, has a hard time adjusting to California retirement. Then his wife Hera, played by Salma Hayek Pinault, gets him an electric BMW iX. The 60-second spot from Goodby Silverstein & Partners was directed by Bryan Buckley and is set to run in the first quarter. The ad was released on Feb. 8.
Greenlight, the banking app and debit card for kids, is making its Super Bowl debut with a 30-second spot. 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. Greenlight worked with creative agency Haymaker on the spot, which will air in the fourth quarter. The ad was released on Feb. 8.
We are taken to a tailgate during the Roman Empire in Avocados From Mexico’s commercial, 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.
Toyota, which is an official Olympics sponsor, tells the story of Winter Paralympian Brian McKeever and his brother Robin McKeever in an ad from Saatchi & Saatchi. The spot premiered during NBC’s Olympics coverage on Feb. 8 and will re-air as the first ad in Sunday’s game, in the so-called 1a spot.
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.
In its Super Bowl commercial released on Feb. 8, WeatherTech introduces its “special ops unit,” which outfits cars in everything from their well-known car mats to newer items like cell phone holders.
Michelob Ultra takes us into a bowling competition between six sports greats in its 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’s ad for its Organic Seltzer variety directly 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.
Irish Spring’s first-ever Super Bowl commercial, which debuted on Feb. 7, shows a river traveler swept to a distant land where odors are not tolerated. He is dipped into a large vat of water that is, it seems, filled with Irish Spring body wash. He emerges refreshed, and joins his captors in dancing around a giant bottle of Irish Spring body wash as if it were a Stonehenge-like monolith.
Rakuten tapped Hannah Waddingham of “Ted Lasso” for its first Super Bowl commercial, which was created in-house. The ad highlights the brand’s cash-back rewards for consumers. Waddingham stars as a jewel-wearing, furless cat-toting lady in a high stakes poker game with a surprise ending. Thanks to Rakuten’s savings on everything fancy shoes to robotic vacuums, even non-affluent shoppers can win at gambling. Ka-ching!
Amazon’s new Super Bowl commercial, which was released on Feb. 7, stars Scarlett Johansson and her husband, “SNL Weekend Update” host Colin Jost, in an intimate setting, made even more intimate by voice-assistant Alexa. In the commercial, the couple imagine that Alexa can read their minds, interjecting some paranoia into their relationship.
Terry Tate, "Office Linebacker," doesn’t actually show up in Hellmann’s new Super Bowl commercial, released on Feb. 7. But real-life retired linebacker and current coach Jerod Mayo does his best impression of the mythical star. In a 60-second long-form version of its ad that will appear in the Big Game, Mayo puts some nasty hits on food wasters, including none other than "Saturday Night Live" star Pete Davidson.
An NFT makes a cameo in Bud Light’s spot for its new zero-carb brew released on Feb. 7. In the spot for Bud Light Next 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, Ad Age’s E.J. Schultz writes.
Salesforce tapped actor Matthew McConaughey for its new campaign, which debuted during the Winter Olympics and is running during the Super Bowl. It features McConaughey as an astronaut who initially seems awed by the “new frontier” of space—but quickly realizes he is more fond of what earth has to offer.
Lindsay Lohan is living her best life in Planet Fitness’ first Super Bowl commercial, which debut 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.
Kia
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.
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.”
Carvana dropped its first Big Game commercial on Feb. 2. The in-house spot focuses on a so-called “oversharer” who just can’t stop talking about Carvana.
Budweiser marks its return to the Super Bowl after taking last year off with an ad that stars a Clydesdale and a dog. The spot, directed by Academy Award-winner Chloé Zhao and from VaynerMedia, tells the story of an injured Clydesdale and his worried doggy friend. The commercial was released on Feb. 2.
Seth Rogen and Paul Rudd reminisce over a bag of chips moments before Rogen is set to get married in this 60-second commercial out of Highdive. The commercial was released on Feb. 2.
Frito-Lay debuted its joint spot for Flamin’ Hot Cheetos and Doritos on Feb. 1. Megan Thee Stallion and Charlie Puth, appearing as voices for jungle animals awakened by the taste of spicy snacks.
Bud Light tapped Food Network star Guy Fieri for its Super Bowl push around its Seltzer Hard Soda line extension. The spot was released on Feb. 1.
Sam’s Club released its first Super Bowl ad, 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.
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.
