Credit: Patrick Smith/Getty Images
Super Bowl LI Complete Ad Chart
Who's Buying Commercials in the Big Game
Marketers have locked in their plans for Super Bowl LI on Fox from Houston's NRG Stadium on Feb. 5. Many recent regulars are back, but Doritos is out for the first time in 10 years. Unexpected newcomers are taking slots, and others are planning surprising executions.
See all of the latest Super Bowl ads and news here.
Sort Ad Age's annual Super Bowl ad chart by marketer, category, agency and newest additions. We have expanded our definition of a "Super Bowl ad" to include all national ads between the coin toss and the end of play.
Bookmark this page to keep up with every spot in the game as it's confirmed, complete with details on the agencies, creative, timing during the game and more. Sign up for our Super Bowl Updates email for new additions and headlines as they happen. Find all our Super Bowl advertising coverage in one place, our Super Bowl special report. Visit the new Super Bowl Ad Archive to research the trends, tactics and talent behind great big-game work. Read Nat Ives' complete Super Bowl LI ad review here. And check out all the Super Bowl LI ads here, sortable by rating and brand.
Marketers
Newest Additions
Categories
Agencies
All
Auto
Beverages
CPG
Entertainment
Financial
Food
Miscellaneous
Retail
Tech
Travel
Telecom
Web Services
All
215McCann
72andSunny
Adam & Eve/DDB
Anomaly
Brunner
Bullish
Butler Shine Stern & Partners
BBDO
David & Goliath
Deutsch
Droga5
EngageM-1
Fallon
FCB
Grey
GSD&M
GTB
Haves Edge
Hungry Man Productions
Hustle
internal
JohnXHannes
Leo Burnett
Levit Agency
McGarryBowen
M&C Saatchi
Mekanism
Merkley and Partners
Pinnacle
Publicis
RPA
Saatchi & Saatchi
TBWA
Team One
Translation
Venables Bell & Partners
VML
Wieden & Kennedy
84 Lumber
Retail
Creative: The building supplies company 84 Lumber, whose first Super Bowl spot was initially rejected by Fox for being too political, released the revised version on Feb. 2. In the video, called "The Journey Begins," a Mexican woman and her daughter are seen rising early for a long voyage. They pack their belongings, including personal photographs, and join other voyagers on a trek that appears to be a border crossing. The two cross fields, streams and railroad tracks, while traveling by truck, train and foot and camping by firelight. The final image shows them holding hands, as text appears, "See the conclusion at Journey84.com."
Agency: Pittsburgh-based Brunner, which has worked with 84 Lumber for more than five years, handled creative and media duties. This is Brunner's first Super Bowl spot.
Airbnb
Miscellaneous
Buy: One 30-second ad, purchased shortly before the game.
Creative: The ad presents a photo montage of faces and says "We believe no matter who you are, where you're from, who you love or who you worship, we all belong. The world is more beautiful the more you accept."
Agencies: In-house
Amazon Alexa
Tech
Buy: Three 10-second ads in the fourth quarter to promote Amazon's voice-activated home assistant, which first advertised in the Super Bowl in 2016.
Creative: Vignettes of Super Bowl viewing in which Alexa's services come in handy, including one involving ordering Doritos that involved collaboration with Frito-Lay.
Agencies: In-house
American Petroleum Institute
Miscellaneous
Buy: One 30-second buy, the first for the trade group.
Creative: Colorful video shows petroleum uses from spray paint to lipstick, with on-screen messages such as "Oil strikes a pose" and "Oil runs cleaner".
Agencies: GSD&M
Anheuser-Busch InBev
Beverages
Buy: Anheuser-Busch InBev, which holds exclusive beer advertising rights for the Super Bowl, plans to run three minutes of commercials during the game, down from three and a half in Super Bowl 50: a 30-second Super Bowl debut for its below-premium Busch brand, a 60-second spot to begin a new Bud Light campaign, a 60-second Budweiser spot about that brand's origins and a 30-second Michelob Ultra ad that continues its fitness-themed campaign.
Creative: Bud Light is using the ghost of '80s ad icon Spuds MacKenzie to help begin a campaign arguing that the brand brings friends together, replacing the slogan "Raise One to Right Now" with "Famous Among Friends"; it released the ad the Thursday before the game. The Busch ad, which came out the Wednesday before the game, updates the brand's old TV ads making opening a can of beer into a sound of nature. Bud's ad, released on Jan. 31, dramatizes German immigrant Adolphus Busch's journey to America, where he created Budweiser in 1876, and include a cameo by the Clydesdales per tradition. Michelob Ultra, which released its ad on Feb. 3, continues with its fitness-themed "Brewed for Those Who Go the Extra Mile."
Agencies: A-B InBev roster shops Anomaly is handling the Bud spot, Wieden & Kennedy is creating Bud Light's ad and FCB Chicago is again creating the Michelob Ultra work. The Busch ad will be handled by Deutsch New York, which won the account earlier this year.
Audi
Auto
Creative: Audi is using its Super Bowl ad to promote gender pay equality. The ad released on Feb. 1 called "Daughter," shows a dad pondering how society will value his daughter's worth as he looks on while his young child competes in a downhill cart race. The spot ends on a positive note, with the father expressing hope that she will be treated fairly, as Audi pledges its commitment to equal pay for equal work.
Agency: Audi's lead creative agency, San Francisco-based Venables Bell & Partners
Avocados From Mexico
Food
Buy: One 30-second ad early in the first quarter. It's the third Super Bowl in a row for the marketing arm of Mexican Hass avocado businesses, going back to its big-game debut in 2015. Its Super Bowl 50 ad featured an alien guide leading a tour of Earthly artifacts including Scott Baio and avocados.
Creative: Revelations abound in Avocados From Mexico's extended Super Bowl spot released on Feb. 1: there are only 49 shades of grey, Big Foot is not real and Avocados From Mexico have good fat, according to a secret society that meets to lament all of the truths that are leaking out to the public. The company released a 30-second hypnotic teaser starring Jon Lovitz on Jan. 23. The in-game spot will take a humorous approach to emphasize health and wellness after the U.S. Food & Drug Administration set plans to reevaluate use of the term "healthy," partly to incorporate updated nutrition recommendations that focus on the type of fat consumed instead of the total amount of fat. Avocados are high in so-called "good fats."
Agency: Omnicom Group's GSD&M
Bai Brands
Beverages
Buy: A 30-second national spot on Fox, following a widely-note regional ad buy in Super Bowl 50
Creative: The ad will star Justin Timberlake, whom the brand refers to as its "chief flavor officer"
Agency: Bai's in-house creative team, led by Chief Creative Officer Chad Portas. Bai founder and CEO Ben Weiss said in a Jan. 19 statement that Mr. Timberlake "played an integral role in the development" of the ad.
Buick (General Motors)
Auto
Buy: Buick will air one 60-second spot in the first-quarter of the game. The company expanded its buy from its originally planned 30 seconds to 60 seconds.
Creative: The ad, which was released on Jan. 31, will build on the brand's "That's not a Buick" campaign that mocks outdated misperceptions of it. The setting is a pee-wee football game. "If that's a Buick, then my kid is Cam Newton," one of the player's dad's says as a Buick rolls into the parking lot. Then, of course, his kid transforms into the NFL star. Buick's ad also stars supermodel Miranda Kerr.
Agency: Publicis Groupe's EngageM-1 is handling the spot.
Coca-Cola Co.
Beverages
Buy: Two 30-second ads.
Creative: The company has not confirmed its created or which brands will get support. Ad Age reported on Feb. 1 that the marketer was poised to run two previously aired 30-second spots, one for Coke and one for Sprite, according to people familiar with the matter.
Agency: Coke has not confirmed which agencies are behind the ads.
Febreze (Procter & Gamble)
CPG
Buy: Febreze will appear in the big game for the first time with a 30-second ad in the second quarter of the game. The move into TV's most-watched event comes as P&G Chief Brand Officer Marc Pritchard has pushed for mass-reach advertising of late. P&G is also bringing Mr. Clean to Super Bowl LI.
Creative: Febreze will use its second-quarter spot to tout "America's Halftime Bathroom Break," the rush to the bathroom, and the need for air freshener, in a spot starring comic actress Kathryn Hahn.
Agency: Grey New York
Fiat Chrysler
Auto
Buy: Fiat Chrysler Automobiles will run three ads. Spots will run in the second, third and fourth quarters.
Creative: The automaker has not confirmed the creative or brands it will support. But given the automaker's 2017 business strategy, it seems likely that its Alfa Romeo brand could get most of the attention.
Agency: Unconfirmed
Fiji Water (Wonderful Company)
Beverages
Creative: Fiji Water is making its first Super Bowl appearance with an ad that ran for a little bit in 2016. The "Nature's Gift" commercial zooms in on the water bottle's shape, as colorful nature scenes inside the bottle contrast the gray-toned world on the outside. A girl's voiceover and on-screen tagline declare Fiji to be "earth's finest water."
Agency: Wonderful Agency (internal shop)
Ford (Ford Motor Co.)
Auto
Buy: One 90-second ad in the commercial break between the coin toss and kickoff, a spot that once wasn't considered part of the Super Bowl proper but has become more prominent and expensive in recent years.
Creative: Ford previewed the ad to dealers on Jan. 28 and released it online on Jan. 30, the Monday before the game. It promotes Ford's burgeoning ride-sharing and bike sharing services by way of advancing its positioning as a "mobility" company, not just an automaker.
Agency: WPP's Ford-centric unit, GTB
Retail
Buy: The vitamin and supplement supplier said on Dec. 15 that it had bought a 30-second ad in the first quarter of the game, making what would be its first Super Bowl appearance to promote a turnaround effort that includes a store redesign, a revamped loyalty program and new product pricing.
Creative: But on Jan. 30, the Monday before the game, GNC said Fox had rejected the ad because the NFL objected over the presence in a sliver of GNC products of two of the 162 substances banned by the league.
Agency: Bullish, the young ad agency created by agency veterans also handling GoDaddy's return to the big game
GoDaddy
Web Services
Buy: One 30-second spot in the first half.
Creative: The internet services provider will bring the internet to life, turning the web into a person. GoDaddy released a teaser of the spot on Jan. 25, featuring cats riding Roomba vacuums. It released the full ad on Feb. 1, which reveals a new character who personifies the internet. There are several so-called "Easter eggs" hidden throughout the spot including a sneezing panda, a nod to the Grace Hopper Celebration of Women in Computing and shower scene that plays on the ice bucket challenge. The marketer, a Super Bowl veteran, is coming back to the game to introduce GoCentral, a new service that combines a mobile-optimized website builder with an integrated set of marketing and e-commerce tools to help people get their ideas noticed. It sat out of the Super Bowl in 2016.
Agency: Bullish, a new ad agency from Deutsch veterans
Google
Tech
Buy: One minute-long spot
Creative: Home, Google's virtual assistant, will be making its Super Bowl debut in a commercial that's been on the air for a while. The move underscores the company's efforts to increase revenue from consumer electronics that also include its Pixel smartphone and Nest smart devices. Google didn't have a presence in last year's big game. Google previously charmed big-game viewers with a surprise ad for its search engine in 2010's Super Bowl XLIV called "Parisian Love."
Agency: 72andSunny
H&R Block
Financial
Buy: One 60-second spot to air in the second commercial break. H&R Block has not been in the game since 2009.
Creative: Not fully disclosed. Spot will include new spokesman Jon Hamm announcing a new partnership with IBM Watson.
Agency: Fallon
Honda
Auto
Buy: Honda will run a Super Bowl ad for the second year in a row to promote the redesigned 2017 Honda CR-V.
Creative: Honda released a teaser for the commercial on Feb. 1 featuring Steve Carell coming to life in his high school yearbook. It followed up by releasing the entire spot, full of talking celebrity yearbook photos, on Feb. 2 for "Throwback Thursday." Last year Honda ran a 60-second Super Bowl ad for its Ridgeline truck that featured sheep singing Queen's "Somebody to Love."
Agency: RPA
Hulu
Entertainment
Buy: One 30-second spot airing in the second quarter of the game.
Creative: Hulu will promote its original series, "The Handmaid's Tale," based on the book of the same name by Margaret Atwood. While Hulu ran Super Bowl ads in both 2012 and 2009, this is the first time they will air a commercial in the big game promoting one of its original series. Interestingly, Hulu chose to promote one of its original series rather than laying groundwork for its upcoming live TV service.
Agency: In-house
Intel
Tech
Buy: A 30-second spot between the first and second quarters, its first spot since 2010's "Lunchroom."
Creative: The spot, which was released in full on Jan. 12, stars Tom Brady and highlights Intel's 360-degree replay technology, which will also be using during the big game airing on Fox.
Agency: McGarryBowen
It's A 10 Haircare
CPG
Buy: One 30-second spot in the third quarter.
Creative: With an assault on President Trump's hair and notes of acceptance, the spot marks the company's expansion expansion into the male hair category with the launch of the "He's a 10" collection.
Agency: Havas Edge and Hungry Man Productions
KFC
Food
Buy: One 15-second commercial during the fourth quarter
Creative: KFC's first official Super Bowl spot (it ran an ad during last year's livestream of the game but not on TV) is its first commercial to feature two of its celebrity colonels. In "Colonel vs. Colonel," Georgia Gold Colonel Billy Zane is pitted against Kentucky Buckets Colonel Rob Riggle. The scene takes place in the Georgia Gold colonel's office, where Mr. Riggle's character tries to interrupt Mr. Zane's character, albeit largely unsuccessfully.
Agency: Wieden & Kennedy
Kia
Auto
Buy: Kia told Ad Age on Nov. 10 that the brand will return to the Super Bowl for the eighth year in a row. A 60-second spot will run in third quarter.
Creative: Kia will advertise its 2017 Kia Niro, a new hybrid crossover vehicle that is scheduled to hit dealers by early January. The ad, "Heroes Journey," which was released on Feb. 1, stars Melissa McCarthy as an environmentalist who attempts to save a whale, a falling tree and a charging rhinoceros, with some hilarious consequences. The automaker debuted the spot on its so-called NiroBot, a chatbot created late last year for Facebook's Messenger platform as a way for consumers to get information and have questions answered in real time. The spot will trace "a heroic and harrowing journey stretching from the polar ice caps to an arid desert," Kia stated on Jan 23, as it released the following teaser. The company released its second teaser on Jan. 26, showing Ms. McCarthy utilizing Kia's roadside assistance feature while stuck on an iceberg.
Agency: Agency-of-record David & Goliath will handle the creative work.
King's Hawaiian
Food
Buy: One 30-second commercial during the fourth quarter
Creative: In "False Cabinet," a father putting away groceries shows his friend how he stores King's Hawaiian rolls in a secret location hidden at the back of a kitchen cabinet. On the other side of the wall, the father's child shows his friend how there are always King's Hawaiian rolls inside a clock cabinet.
Agency: Levit Agency
Lexus
Auto
Buy: Lexus is returning to the game for the first time since 2015. A 30-second ad will run in the second quarter.
Creative: The luxury auto brand released an extended 60-second version of the ad on Jan. 23. The ad, called "Man & Machine," features freestyle dancer Lil' Buck and the new LC 500 performance coupe. The soundtrack is "Move Your Body" by Sia. Actress Minnie Driver provides the voiceover. A 30-second version of the ad will run in the second quarter.
Agency: Team One
Lifewtr (PepsiCo)
Beverages
Buy: One 30-second ad airing during first half.
Creative: The spot, called "Inspiration Drops," will feature a version of John Legend's song "Love Me Now." The ad for the new premium bottled water brand, which was released on Jan. 31, shows how a city is transformed by a storm that turns everything the rain touches into art. The artsy theme is a big part of the marketing push for the new brand, whose packaging features rotating designs created by emerging artists. (PepsiCo will also use its halftime sponsorship to promote Pepsi Zero Sugar.)
Agency: Hustle, Chicago which is part of R/GA.
Mercedes-Benz
Auto
Creative: Mercedes' released an extended version of its spot, which includes Peter Fonda, Steppenwolf's "Born to Be Wild" and references to the 1969 classic flick "Easy Rider," on Jan. 26. It is also the first-ever Super Bowl commercial directed by Joel and Ethan Coen.
Agency: The agencies behind the spot are Merkley and Partners, which is the lead shop for Mercedes-Benz USA, and Antoni of Berlin, Germany, which handles the brand in Europe.
Michelin
Miscellaneous
Buy:One 30-second ad in the first commercial break after kickoff.
Creative: Scenes of families and friends reuniting via cars on Michelin tires with glimpses of the animated Michelin Man
Agency: The New York office of TBWA/Chiat/Day
Mr. Clean (Procter & Gamble)
CPG
Buy: Like its P&G sibling Febreze, Mr. Clean is making its Super Bowl debut. It will run a 30-second spot in the third quarter.
Creative: The spot shows a woman turned on by a sexy animated version of Mr. Clean, who then morphs into her husband, who has been helping out with household chores. At that point she jumps on him passionately, forcing him onto a couch, as the tagline "You gotta love a man who cleans" appears. Mr. Clean is the Official Cleaner of Super Bowl LI, but is a much smaller TV spender than Febreze, laying out $23.4 million on TV ads last year to $140 million from Febreze.
Agency: Leo Burnett Toronto
Mobile Strike
Entertainment
Buy: "Mobile Strike" video game is returning for its second consecutive Super Bowl spot. "Mobile Strike" is owned by Palo Alto-based Machine Zone, or MZ, which also promoted its other mobile game, "Game of War," in a 2015 Super Bowl spot featuring Kate Upton.
Creative: Reality star, actor and former governor Arnold Schwarzenegger will make his second Super Bowl appearance to once again promote video game "Mobile Strike." A teaser was released on Feb. 1 for the national spot, showing Arnold commanding a fictional army in combat. The spot ends with Mr. Schwarzenegger saying, "I'm the party pooper."
Agency: 215McCann
National Football League
Entertainment
Buy: One 30-second spot airing in the third quarter and a 60-second commercial that will run between the third and fourth quarters.
Creative: The ad features toddler look-alikes of Mike Ditka, Michael Irvin, VInce Lombardi, Joe Namath, Bill Belichick, Marshawn Lynch and Von Miller, who is played by the daughter of former NFL player Ty Law. The spot is a follow-up to the "Super Bowl Babies Choir" spot that ran in last year's game. The goal of the 60-second spot, titled "Inside These Lines," is to show how the values of football transcend the field and to depict the unifying power of the game.
Agency: The 30-second spot was created by Grey, New York; Translation handled the 60-second ad.
Netflix
Entertainment
Buy: Undisclosed.
Creative: Netflix will air a new teaser for the second season of its original series "Stranger Things" during Super Bowl LI. This is Netflix's first ad in the big game.
Agency: In-house
Nintendo
Entertainment
Buy: Nintendo will make its Super Bowl debut with a 30-second commercial in the fourth quarter.
Creative: Nintendo will use the Super Bowl to promote the Switch, a crossover between a home console and portable gaming device, which debuts March 3. Inventory for the system has already sold out. Nintendo has a lot riding on the $299 Switch, as its last console, the Wii U, was widely regarded as a flop. The spot, released on Feb. 1, features a 20-something-year-old who wakes up and immediately reaches for his Switch to play the anticipated "Legend of Zelda: Breath of the Wild" video game, which is also slated for release on March 3. He then moves to the living room, where he docks the tablet to play on the TV. The ad features a new song, "Believer," by Imagine Dragons.
Agency: Leo Burnett
Paramount (Viacom)
Entertainment
Buy: Paramount will air an undisclosed number of spots in the big game.
Creative: Paramount will use the Super Bowl to promote "Baywatch," starring Dwayne "The Rock" Johnson and Zac Efron, and the June release of "Transformers: The Last Knight."
Agency: In-house.
Persil ProClean (Henkel)
CPG
Buy: The premium laundry detergent is making its second appearance in the big game and its second overall. The length of its ad has not been determined. It debuted in Super Bowl 50 with a 15-second ad.
Creative: Bill Nye the Science Guy will star in Persil's Super Bowl ad. The teaser released on Feb. 1 features "The Professional" from last year's 15-second Persil spot, as well as an unnamed "Science Guy" making a ruckus in the background. Mr. Nye seems to be making a tough stain that Persil will be charged with removing. Elizabeth Bank, directed the big game commercial spot, making her Super Bowl directorial debut. The Super Bowl 50 spot featured a brisk comparison against rivals.
Agency: TBWA
Proactiv
CPG
Buy: One 30s-second ad in overtime
Creative: Olivia Munn stars in Proactiv's first Super Bowl ad, surprising a teenage boy in his bathroom to give acne-fighting advice.
Agency: In-house
Skittles (Mars Inc.'s Wrigley)
Food
Buy: Mars will air one commercial for Skittles during the first quarter, its third Super Bowl outing in a row.
Creative: The spot, titled "Romance," depicts a guy repeatedly tossing the colorful candy into a girl's window. Katie catches them in her mouth, and then so do plenty of others including family members and a beaver.
Mars is again conducting a joint sales program with Snickers leading up to the Super Bowl, and the candy bar will also get a third consecutive ad. "The Candy Bowl," as it's called, encourages people to choose whether they are Team Skittles or Team Snickers.
Mars is again conducting a joint sales program with Snickers leading up to the Super Bowl, and the candy bar will also get a third consecutive ad. "The Candy Bowl," as it's called, encourages people to choose whether they are Team Skittles or Team Snickers.
Agency: Omnicom Group's Adam & Eve/DDB
Snickers (Mars Inc.)
Food
Buy: Mars will air one 30-second spot for Snickers during the third quarter of the game. This is the brand's third consecutive Super Bowl spot.
Creative: Snickers said on Jan. 25 that its spot, starring Adam Driver, will air live. Its Super Bowl 2016 spot featured William Defoe as a hungry Marilyn Monroe and continued the "You're Not You When You're Hungry" theme.
Agency: Omnicon Group's BBDO
SoFi
Financial
Buy: One 30-second spot that aired in overtime.
Creative: The ad was made in a week, using photos and videos that members sent during the company's #WhyISoFi contest. SoFi first advertised in the Super Bowl in 2016.
Agency: In-house
Sony
Entertainment
Buy: One 30-second spot.
Creative: Sony will use the Super Bowl to promote its new sci-fi thriller "Life," which hits theaters on March 24.
Agency: In-house
Sprint
Telecom
Buy: One 30-second spot airing in the second-quarter. Sprint last ran a commercial in the Super Bowl in 2015, when it "apologized" to Verizon and AT&T.
Creative: Sprint humorously highlights just how far customers will go to get out of their Verizon contracts. The spot, entitled "Car," shows a man pushing his car off of a cliff, followed by telling his children, "Well, kids, Daddy's dead." Sprint customer (and former Verizon spokesman) Paul Marcarelli sees the exchange and says to the father, "Let me guess. Faking your own death to get out of your Verizon contact? You could've just switched to Sprint."
Agency: Droga5
Squarespace
Web Services
Buy: Squarespace will air one 30-second spot in the first half of the game (plus a 60-second ad during pre-game).
Creative: The commercial, released on Feb. 1, stars actor John Malkovich, who was featured in Squarespace's recent short-film "Journey." Mr. Malkovich appears in his design studio talking on the phone to whoever has already claimed the domain name JohnMalkovich.com and trying to get it for himself. While Mr. Malkovich is well-known as an actor, his true passion is actually fashion design and he has partnered with Squarespace to help him release his next fashion collection. On Wednesday Jan. 25, Squarespace released an extended version of its pre-game ad, showing Mr. Malkovich trying to register a domain.
Agency: Squarespace worked with JohnXHannes, a creative collective based in New York, on the campaign.
Tide (Procter & Gamble)
CPG
Buy: Tide returns to the Super Bowl after a four-year hiatus with an ad of so-far unspecified length.
Creative: Unclear, but it will feature New England Patriots' injury-sidelined tight end Rob Gronkowski and Jeffrey Tambor, who plays the transgender Maura Pfefferman on Amazon Prime's "Transparent."
Agency: Saatchi & Saatchi
T-Mobile
Telecom
Creative: In one spot released the Thursday before Super Bowl Sunday, Justin Bieber argues that neither celebrations nor data plans should be limited. T-Mobile in 2016 ran two spots, one starring Drake and the other featuring Steve Harvey. It will also air a second ad that features Martha Stewart and Snoop Dogg.
Agency: Publicis, T-Mobile's agency-of-record, handled the creative.
Top Games USA
Entertainment
Buy: One 30-second ad during the third quarter
Creative: Top Games is using the Super Bowl to promote a reintroduction of "Evony," a multiplayer game dating back to 2009. In a teaser released on Feb. 1, George Washington is played by Aaron Eckhart, King Arthur is played by Jeffrey Dean Morgan and Empress Wu Zetian is played by Fan Bingbing. The full spot went live the next day.
Agency: Butler, Shine, Stern & Partners
TurboTax (Intuit)
Financial
Buy: One 45-second commercial, the marketer's fourth big-game buy in a row.
Creative: TurboTax's Super Bowl spot will star nursery rhyme character Humpty Dumpty. The company released its first teaser, titled "Humpty Fall," on Jan. 22 during the AFC Championship game. Directed by Ivan Zacharias, the spot shows Humpty Dumpty in pieces on the ground. He fell off because he was doing his taxes, but no one knows why he was on the wall doing his taxes in the first place. TurboTax will release two additional teasers ahead of the actual 45-second commercial airing in the first half of the Super Bowl on Feb. 5. The ad is part of a larger 2017 effort dubbed "Relax There's TurboTax," which promotes SmartLook, a live video connection to a TurboTax expert, credentialed CPA or enrolled agent who will provide real-time, personalized answers to customers' questions. Other executions depict reassuring conversations between TurboTax experts and customers played by Kathy Bates, DJ Khaled, David Ortiz and Karla Souza.
Agency: Wieden & Kennedy
Turkish Airlines
Travel
Buy: A 45-second commercial.
Creative: From his seat on a plane, and eventually from his seat on a mountain and a beach, Morgan Freeman spells out the value of world travel, including meeting people "to delight in our differences."
Agency: M&C Saatchi
WeatherTech
Miscellaneous
Buy: The maker of car mats will return to the Super Bowl with one 30-second spot in the first half of the game, its fourth consecutive appearance.
Creative: WeatherTech is continuing with its "made in America message." The spot titled "Tech Team," was shot at its Bolingbrook, Ill., factories and once again features actual WeatherTech employees. The commercial stars an action hero-like character who jumps from a moving WeatherTech van to a customer's vehicle and places a WeatherTech FloorLiner in the car just in time to avert a catastrophe. WeatherTech released a teaser of the ad on Jan. 31.
Agency: Pinnacle Advertising, Schaumburg, Ill.
Wendy's
Food
Buy: One 30-second commercial during the first half, released online on the Monday before the game.
Creative: Wendy's is using its first-ever Super Bowl spot to showcase how burgers are stored and prepared at Othr Guyz, a pretend chain that uses stacks of frozen beef patties. An Othr Guyz employee warms the beef, to the tune of Foreigner's "Cold as Ice," with a pink hairdryer. The message is meant to drive home Wendy's longtime use of fresh, never-frozen beef.
Agency: VML
Wix.com
Web Services
Buy: One 30-second spot during the fourth quarter, marking the third Super Bowl in a row for Wix.com.
Creative: The action-themed spot will star actors Jason Statham and Gal Gadot. Wix.com's 2016 Super bowl ad was a cross-promotion with DreamWorks Animation's "Kung Fu Panda 3" ("Start Stunning" in the Super Bowl Ad Archive). Wix.com released teasers for the 2017 game ad on Jan. 17 and Jan. 28 via its social media feeds.
Agency: The ad is part of a campaign shot by director Louis Leterrier, known for his work in the "Transporter" films, "Unleashed," "The Incredible Hulk" and "Clash of the Titans," among others. The company also worked with the San Francisco creative team Jeff Huggins and Andrea Janetos.
World of Tanks (Wargaming)
Entertainment
Buy: Two 15-second spots, which will run back-to-back between the first and second quarters. This is the first Super Bowl buy for the multiplayer online game.
Creative: The two spots, which are part of the "Tanks Rule" campaign, poke fun at reality TV shows like Bravo's "Real Housewives" and HGTV's "House Hunters." Both spots begin with spoofs of these shows, then United States Army tanks burst onto the scene.
Agency: Mekanism
Wonderful Pistachios (Wonderful Company)
Food
Creative: Wonderful Pistachios is returning to the Super Bowl for the first time since 2014. The "Treadmill" spot is the latest ad in its campaign featuring Ernie the Elephant, a character voiced by WWE star John Cena.
Agency: Wonderful Agency (internal shop)
Cover photo credit: Patrick Smith/Getty Images
Chart design by Chen Wu.