Who’s buying ads in Super Bowl 2020
Super Bowl LIV advertisers were still revealing their game day plans just hours before kickoff.
With the cost for 30-seconds of ad time in the game, which aired on Fox, hitting $5.6 million, the ad bowl was once again just as intense as the matchup on the field.
Snack brands were among one of the strongest categories, with nine brands advertising in the game, up from five last year. There were seven auto brands running eight ads in the game, compared with six car commercials in 2019. And there were 11 first-time advertisers, on par with last year. Humor was the prevailing tone of the creative, as advertisers looked to ease the mood of the country with a few laughs.
Our 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.
Buy: The brewer aired four, 60-second ads in Super Bowl 2020, down from five-minutes, 45 seconds in 2019. There was one spot for Budweiser, a combo ad for Bud Light and the new Bud Light Seltzer, a spot for Michelob Ultra and another for Michelob’s organic brew Pure Gold.
Creative:**Budweiser released its full 60-second spot on Jan. 23, making it the first Super Bowl LIV advertiser to do so. The commercial juxtaposes negative stereotypes of Americans with images of people doing good.
**Bud Light/Bud Light Seltzer pre-released two ads on Jan. 29 featuring Post Malone trying decide between Bud Light and Bud Light seltzer. The company let social media choose which of the two would air in the game. The winner, was a spot showing Post Malone in a bodega trying to decide between Bud Light and Bud Light Seltzer.
**Michelob Ultra’s ad for its Pure Gold label makes a plug for organic farming. The spot, which was released on Jan. 27, introduces a new program called “6 for 6-pack.” The Anheuser-Busch InBev-owned brew pledges to dedicate a portion of proceeds from every 6-pack sold to help transition 6 square feet of farmland to certified organic land.
**Ultra’s second spot, which was released on Jan. 28, features late-night host Jimmy Fallon and pro-wrestler John Cena. The company continues its push to position itself as the post-workout beer. In it, Cena urges Fallon to let go of his hatred for working out.
Agencies: Wieden & Kennedy for Bud Light; FCB for Michelob Ultra; and David Miami for Budweiser.
Buy: Avocados From Mexico aired a 30-second spot in the second quarter of Super Bowl LIV. This is its sixth consecutive Super Bowl ad.
Creative: Avocados From Mexico creates a fictitious shopping network for people who love all things avocados in its spot that debuted on Jan. 28. It stars Molly Ringwald.
Agencies: EnergyBBDO on creative strategy and production; Havas Media on ad buying and execution; Richards Lerma on social media and digital; Padilla on PR.
Buy: Hershey Co. made its Super Bowl debut with a 30-second spot for its Reese’s Take 5 bar.
Creative: A woman eating a Reese’s Take 5 at work wonders how her colleagues didn’t know about the bar. As it turns out, one is living under a rock, a second was raised by wolves, another has his head stuck in the sand, and so on.
Buy: Kia made its 11th consecutive Super Bowl appearance with a 60-second spot airing in the third quarter.
Creative: Oakland Raiders' Josh Jacobs has a conversation with his younger self in Kia’s Super Bowl ad, which puts a spotlight on youth homelessness. The ad was pre-released on Jan. 29. For every yard scored during the game, Kia donated $1,000 to charities supporting the cause. This season's ad was the first under Russell Wager, who took over in July as director of marketing operations after a stint at Mazda.
Agency: David & Goliath
Buy: Pop-Tarts aired its first Super Bowl spot. The 30-second commercial ran right before the two-minute warning in the first-half of the game.
Creative: “Queer Eye” star Jonathan Van Ness stars in the spot promoting Pop-Tarts’ new pretzel flavor. The company released a teaser of the ad on Jan. 16 and the full spot on Jan. 29.
Buy: WeatherTech returned for its seventh consecutive big game appearance with a 30-second commercial.
Creative: WeatherTech used its ad not to promote any of its products, but to get people to donate to animal research being done at the School of Veterinary Medicine at the University of Wisconsin-Madison. The spot, released on Jan. 28, tells the story of Scout, WeatherTech CEO’s dog and how the university helped save his life. WeatherTech has historically leaned-in to its “Made in America” messaging during the Super Bowl.
Agency: Pinnacle Advertising
Buy: Hyundai ran a 60-second commercial in the first quarter of the game. It marked the 12th time in the past 13 years Hyundai will advertise in the game.
Creative: The automaker pre-released its Boston-themed ad on Jan. 27. The spot features four Boston-linked celebrities: Actors Chris Evans and John Krasinski, comedian Rachel Dratch and Boston Red Sox legend David Ortiz. It plays on the notorious Boston accent and the pronunciation of Remote Smart Parking Assist. In Boston, it’s “smaht pahk.” Hyundai released a teaser on Jan. 13, making it the first Super Bowl advertiser in 2020 to do so.
Agency: Innocean Worldwide
Buy: Hyundai’s Genesis aired a 60-second spot in the second quarter of the game. This is the first Super Bowl commercial for the nameplate.
Creative: The company released its ad on Jan. 28, featuring celebrity power-couple John Legend and Chrissy Teigan and pokes fun at “old luxury.” It released another version of the ad, cutting a helicopter scene, in the wake of Kobe Bryant’s death in a helicopter crash.
Agency: Innocean Worldwide
Buy: The sports car brand made its first Super Bowl appearance since 1997.
Creative: Porsche released an extended-cut of the ad on Jan. 27, which features a racing scene with nearly a dozen Porsche models zipping through Germany. It plugs the Taycan, Porsche's first all-electric vehicle.
Buy: Coca-Cola returned to the Super Bowl with one 60-second commercial after sitting out of the game in 2019. The company is a regular Super Bowl advertiser, but last season opted to run an ad during pre-game—right before the National Anthem—breaking a streak of in-game Super Bowl ads that went back to 2006.
Creative: Jonah Hill downs a Coke Energy—the brand’s new energy drink—to summon the strength to meet Martin Scorsese at a party.
Agencies: Wieden & Kennedy Portland
Buy: The beverage got back in the game with a 30-second ad after sitting it out last year.
Creative: Bryan Cranston and Tracee Ellis Ross star in a spoof of the iconic horror movie “The Shining.” The ad, released on Jan. 28, plugs Mtn Dew Zero, a new sugar-free variety, and reprises the famous “Here’s Johnny” scene.
Agencies: TBWA/Chiat/Day New York
Buy: The Volkswagen Group-owned luxury brand made its 11th appearance in the game with a 60-second ad airing in the fourth quarter.
Creative: Audi channels Disney’s “Frozen” and its iconic song “Let it Go” in a spot starring “Game of Thrones” actress Maisie Williams. The ad plugs the automaker’s electric vehicles.
Buy: Pringles aired its third Super Bowl spot. The 30-second commercial ran during the second quarter.
Creative: Once again, Pringles focused on flavor stacking the crisps, but this time it brought pop culture reinforcements. Adult Swim’s Rick and Morty partnered with Pringles “to unlock endless flavor combinations through stacking.” A Pickle Rick flavor also appeared in stores. Rick and Morty’s Twitter handle dropped a six-second teaser of the spot on Jan. 21 and the full ad was released on Jan. 28.
Agencies: Adult Swim, in partnership with Grey, the agency behind Pringles’ first two Super Bowl spots.
Buy: The “Pizza! Pizza!” chain made its Super Bowl debut with a 30-second spot.
Creative: Rainn Wilson, the CEO of Sliced Bread Inc., sees his company and career implode after Little Caesars begins offering delivery of online orders, which customers declare “is the best thing since sliced bread.”
Buy: The mutual life insurer aired a 60-second commercial between the first and second quarters.
Creative: New York Life’s commercial, released on Jan. 28, explores the different types of love originating in the ancient Greek language. The spot culminates with the most profound type of love, agape, or love as an action, and shows people doing selfless acts of love, like a grown son washing his elderly father. The spot is part of New York Life’s larger campaign celebrating the company’s 175th anniversary. New York Life had been a regular Super Bowl advertiser in the 1970s and 1980s, but hadn’t run an ad in the Big Game in about 30 years.
Buy: Snickers returned to the Super Bowl with a 30-second spot airing in the first quarter of the game. The chocolate brand sat out of the last two games.
Creative: Snickers is looking to fix the world in its Super Bowl ad. These problems include grown men riding scooters and parents naming children after produce. Snickers plans to fix these problems by burying a giant candy bar in the ground. The company released the spot on Jan. 29.
Agencies: BBDO New York and AMV BBDO
Buy: The automaker aired one 60-second commercial in the fourth quarter. This marked its third straight Super Bowl appearance.
Creative: The ad stars actress Cobie Smulders and kicks-off a new campaign for the Highlander SUV. The commercial was pre-released on Feb. 1.
Agency: Saatchi & Saatchi
Buy: Jeep aired a 60-second ad and marked Fiat Chrysler’s return to the game after sitting out last year.
Creative: Jeep’s ad is “Groundhog Day”-themed. Bill Murray, who played meteorologist Phil Connors reliving the same day over and over in Punxsutawney, Pennsylvania, reprises his role. Ned Ryerson, the nerdy insurance salesman character from the 1993 movie (played by Stephen Tobolowsky), makes an appearance. Jeep released the full ad the morning of game day.
Agency: Chicago-based agency High Dive
Buy:Hummer ran a 30-second spot in the 2nd quarter.
Creative: The spot, called “Quiet Revolution,” features LeBron James and touts the return of the one-time gas-guzzling brand, which is coming back as an electric vehicle. The ad was released the morning of game day.
Agency: Leo Burnett Detroit
Buy: Facebook made its first foray into the Super Bowl with a 60-second spot.
Creative: Sylvester Stallone and Chris Rock make a cameo in the ad, which was released on game day. The commercial promotes Facebook Groups.
Agencies: Wieden & Kennedy Portland
Buy: Squarespace returned to the Super Bowl after sitting out last year with a 30-second spot that aired between the first and second quarters.
Creative: In the spot released on Jan. 28, actress Winona Ryder visits her hometown and namesake Winona, Minnesota. The goal of the spot is to shed light on Small Town, USA and on small businesses. Squarespace released a teaser on Jan. 24.
Buy: MGM aired one 30-second commercial in the game.
Creative: The studio debuted a new trailer for the 25th James Bond movie “No Time to Die.”
Buy: Sabra aired one 30-second spot in the second quarter of Super Bowl LIV, making its first foray into the Big Game.
Creative: The hummus brand released three teasers for its spot on Jan. 23 starring “Real Housewives of New Jersey’s” Teresa Giudici and Caroline Manzo, T-Pain and former “RuPaul’s Drag Race” contestants Kim Chi and Miz Cracker. In all, there were 19 celebrities that appeared in Sabra’s ad, which encouraged dipping non-traditional items in hummus.
Buy: Hard Rock International aired a 60-second spot in the ad break before the halftime show. This was the first Super Bowl commercial for the hotel and casino chain.
Creative: Michael Bay directed the spot, which was filmed at Hard Rock’s new guitar-shaped hotel and casino in Hollywood, Florida.
Buy: TurboTax aired a 45-second spot in the second quarter of the game. This marked the company’s seventh consecutive Big Game commercial.
Creative: TurboTax is looking to unite Super Bowl viewers by pointing out something we all have in common: taxes. The company released an extended version of its music video-style ad on Jan. 29.
Agencies: Wieden & Kennedy
Buy: Quicken Loans returned to the game with a 60-second commercial.
Creative: Aquaman Jason Momoa stars in the spot, which shows how he really gets comfortable at home.
Agencies: In-house; HighDive
Buy: Olay returned for its second consecutive Super Bowl spot with one 30-second ad running in the first quarter.
Creative: The beauty brand tapped an all-female cast that includes Canadian YouTube creator Lilly Singh, actress Busy Philipps, retired NASA astronaut Nicole Stott, Taraji P. Henson and Katie Couric. The space-themed ad is inspired by last year’s all-female spacewalk. Olay released a teaser of the spot on Jan. 15 and the full spot on Jan. 30.
Agencies: Badger & Winters
Buy: Walmart made its first foray into the Super Bowl with a 60-second ad airing in the first quarter.
Creative: The big-box retailer ran a super-charged version of last year’s pre-game ad about the convenience of curbside pickup of online orders. The spot, released on Jan. 29, features scenes or characters from a dozen movie or TV shows, including Disney's "Star Wars" and "Toy Story.”
Agencies: Publicis Groupe’s Department W
Buy: Tide returned to the game with four ads after sitting out last year. The brand ran a 60-second ad in the first quarter; and three 15-second ads in each of the following quarters.
Creative: Tide partnered with several other brands and pop-culture figures in its commercials, including Bud Light’s Bud Knight, Fox’s “The Masked Singer” and DC’s Wonder Woman.
Agencies: Woven, New York
Buy: P&G aired a 60-second spot in the fourth quarter featuring seven of its brands.
Creative: The spot, which was in part created by viewers through an interactive video (think choose-your-own adventure), featured Bounty, Charmin, Old Spice, Febreze, Mr. Clean, Olay and Head & Shoulders. Stars of the spot include Rob Riggle, a Charmin bear, Old Spice Guy Isaiah Mustafa, and Sofia Vergara.
Agencies: Grey Midwest, Cincinnati, is lead agency on the corporate effort, a first Super Bowl ad for that, or any Cincinnati-based shop.
Buy: SodaStream returned to the Super Bowl with its first commercial since 2014. The 30-second ad ran in the third quarter.
Creative: SodaStream created a cinematic epic about a mission to Mars. Directed by Bryan Buckley, the ad, which includes a cameo from Bill Nye the Science Guy, was released on Jan. 30. SodaStream has a history of having its original creative rejected by the networks because it openly attacked then competitors Coke and Pepsi (PepsiCo now owns SodaStream).
Agencies: Goodby Silverstein & Partners
Buy: President Donald Trump’s reelection campaign originally intended to air a 60-second commercial in the game. But it changed its plans to run two 30-second spots. But only one of those ads ended up running in the game, the other aired immediately following the buzzer.
Creative: The campaign released one of the spots on Jan. 30, which touted Trump’s accomplishments since becoming president. The other ad discussed criminal justice reform.
Buy: Michael Bloomberg’s presidential campaign ran a 60-second spot in the game.
Creative: The spot tackles the national gun violence crisis and tells the story of a Texas mom whose 20-year-old son was shot and killed.
Buy: Heinz aired a 30-second spot in the third quarter of Super Bowl LIV. This is its first Super Bowl ad since 2016.
Creative: Heinz tells four stories at the same time in its Super Bowl spot, which was released on Jan. 29. Ketchup is, of course, at the center of each one. The spot was directed by Roman Coppola, the son of Francis Ford Coppola.
Agencies: Wieden & Kennedy, a new agency for the Kraft Heinz brand
Buy: Cheetos returned to the Super Bowl for the first time in 11 years with a 30-second spot airing in the first quarter.
Creative: MC Hammer stars in Cheetos Super Bowl spot, which debuted on Jan. 28. The ad shows all the things people can’t touch after eating the snack (due to the red and orange dust that’s left behind on your fingers) and of course features the rapper’s iconic song “U Can’t Touch This.” Cheetos recently announced ready-to-eat Cheetos Popcorn in Cheddar and Flamin’ Hot flavors.
Agencies: Goodby Silverstein & Partners
Buy: Doritos aired a 60-second commercial in the third quarter.
Creative: Rapper Lil Nas X challenges Sam Elliott to a dance battle in Doritos’ Super Bowl commercial, which debuted on Jan. 29. Lil Nas X’s song, “Old Town Road,” is featured in the spot, along with Billy Ray Cyrus. The spot is focused on Cool Ranch Doritos.
Agencies: Goodby Silverstein & Partners
Buy: Planters aired a 30-second spot during the second quarter.
Creative: The second-quarter spot, promoted as a funeral to the 104-year-old Mr. Peanut after her fell to his death in a teaser, shows Baby Nut grow from the grave thanks to the tears of Kool-Aid man. Mr. Clean and actors Wesley Snipes and Matt Walsh also make a cameo.
Buy: Turkish Airlines is back for its fifth Super Bowl with a 30-second spot airing in the third quarter.
Creative: Turkish Airlines released a teaser of its ad on Jan. 27, which shows a scene of astronauts getting ready to go into space, and references the moon landing, which took place 51 years ago.
Agencies: David Miami and David Madrid
Buy: Verizon aired a 60-second commercial in the first half of the game.
Creative: The spot once again focused on first responders, but Verizon will also use the Big Game to promote 5G.
Buy: The NFL aired a 60-second in-game ad and another spot running right before kickoff.
Creative: The NFL’s first spot shows real-life 13-year-old football prodigy Maxwell "Bunchie" Young playing a friendly game of neighborhood football when he breaks ahead of the pack. Trailed by his pals, Bunchie is cheered on by who’s who of football greats encouraging him to “Take it to the house.” He runs through fields in New Orleans and New York until arriving in Miami. Here the pre-recorded commercial comes to an end and Bunchie runs onto the field at Hard Rock Stadium on live TV with the next generation of greats. The league also replayed an ad that debuted on Jan. 19 that put a spotlight on police shootings of young black men. The spots stars retired NFL receiver Anquan Boldin, sharing the story of his cousin, Corey Jones, who in 2015 was shot and killed by a Florida police officer dressed in plain clothes while waiting for roadside assistance. It plugs the NFL’s “Inspire Change” program that includes social justice programs. The league will run a more lighthearted spot just before kickoff that it says will “celebrate the game itself and pass the torch to our next generation of fans.” It is part of its yearlong effort celebrating the NFL’s 100th season.
Buy: Quibi aired a 30-second ad right after kickoff. This is the first ad for the streaming service, which plans to debut in April.
Creative: The spot, “Bank Heist,” shows a bank heist gone wrong, leaving some time for the robbers to watch a Quibi video, which is not more than 10 minutes in length. Quibi released the ad on Jan. 31.
Agencies: BBH LA
Buy: Hulu returned for its fourth consecutive Super Bowl appearance with a 30-second commercial.
Creative: New England Patriot’s quarterback Tom Brady posted a cryptic post on social media days before the game showing his silhouette entering or leaving Gilette Stadium. The post garnered speculation about the future of his football career. But it was actually a teaser to Hulu’s commercial, where Brady boasts that the streaming service doesn’t just have live sports.
Agencies: In House
Buy: Disney Plus aired a 30-second commercial in the game.
Creative: The commercial unveiled footage from upcoming Marvel TV shows, including “WandaVision,” “Loki” and “The Falcon and the Winter Soldier.”
Agencies: In House
Buy: The beverage giant ran a 30-second ad for Pepsi Zero Sugar.
Creative: Pepsi takes a shot at Coke in is ad starring Missy Elliott and H.E.R. remaking the Rolling Stones classic “Paint it Black.” The spot, which debuted on Jan. 29, shows a red can similar to Coke’s iconic packaging, being painted black, the color of the new can for Pepsi Zero Sugar.
Agencies: Goodby, Silverstein & Partners
Buy: Discover returned to the game with two, 15-second ads running in the fourth quarter. This is the credit card company’s first spot in the Big Game in five years.
Creative: The dual commercials, released on Jan. 29, cover a “Yes” and “No” dynamic to demonstrate Discover’s acceptance rate at most stores and lack of annual fee. The spots feature scenes from “Friends,” “Austin Powers,” “30 Rock” and “American Pie,” among others.
Agencies: The Martin Agency
Buy: Amazon Prime Video aired a 30-second ad in the Super Bowl.
Creative: The spot promotes the streaming services upcoming drama series “Hunters.”
Buy: Microsoft aired a 60-second spot in the game.
Creative: The ad tells the story of Katie Sowers, a coach for the San Francisco 49ers, who will become the first women ever to coach in the Super Bowl.
Agencies: McCann New York
Buy: Amazon returned for its fifth consecutive Super Bowl to promote its Alexa device.
Creative: Ellen DeGeneres and her wife Portia de Rossi starred in the ad. Amazon released two teasers on Jan. 24 asking the question, “What did people do before Alexa?”
Buy: T-Mobile aired one 60-second spot during the fourth quarter of the game. Last year the mobile carrier ran four ads.
Creative: T-Mobile’s commercial stars “Black-ish’s” Anthony Anderson and his real-life mother, Doris Hancox. The spot, released on Jan. 31, shows Hancox using T-Mobile’s 5G network everywhere from the aquarium to the club.
Agencies: Panay Films
Buy: Walt Disney aired one 30-second commercial in the game.
Creative: The studio used the Super Bowl to promote its upcoming live-action version of “Mulan,” which opens in March.
Buy: Universal Pictures aired one 30-second ad in the game.
Creative: Universal Pictures used its ad buy to air a trailer for “Minions: The Rise of Gru,” which opens on July 2.
Buy: Marvel aired one 30-second commercial.
Creative: The movie studio promoted the upcoming film “Black Widow.”