Who’s buying ads in Super Bowl 2020
Super Bowl LIV won’t kick off until Feb. 2 at Hard Rock Stadium in Miami, but already some brands have started to reveal their big game plans. And with the cost for 30-seconds of ad time in the game, which will air on Fox, upwards of $5 million, the ad bowl is once again expected to be just as intense as the matchup on the field.
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: As usual, the longtime Super Bowl advertiser will be back with multiple ads, but it has yet to confirm details. The brewer maintains its long-held exclusive beer category ad rights.
Creative: Nothing confirmed, but there is a good chance the brewer uses one of its ads to plug the forthcoming Bud Light Seltzer. Plus, Michelob Ultra will almost assuredly get support.
Buy: Avocados From Mexico will air a 30-second spot in Super Bowl LIV. This is its sixth consecutive Super Bowl ad.
Creative: Details are still under wraps, but it says the spot “celebrates the American avocado obsession.” It has featured celebrities and humor in its five prior Super Bowl commercials.
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: Kia will make its 11th consecutive Super Bowl appearance.
Creative: TBD. For last season's game the automaker diverted from its typical approach of using celebrities with a 90-second ad touting its factory in West Point, Georgia and the workers employed there. This season's ad will be 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 will air its first Super Bowl spot. The 30-second commercial will run right before the two-minute warning in the first-half of the game.
Buy: WeatherTech is returning for its seventh consecutive big game appearance with a 30-second commercial.
Creative: The car mat maker will supposedly go in a different direction with its creative. WeatherTech has historically leaned-in to its “Made in America” messaging during the Super Bowl. In 2019, it used the big game to promote its new pet products line. As had been the case for WeatherTech in previous Super Bowls, the spot used actual company employees, including WeatherTech founder David MacNeil’s son and their golden retriever.
Agency: Pinnacle Advertising
Buy: Hyundai will run a 60-second commercial in the second quarter of the game. It marks the 12th time in the past 13 years the automaker will advertise in the game.
Creative: TBD. This year, the brand will have a relative rookie with a familiar face at the helm: Angela Zepeda will oversee her first Super Bowl ad since taking over in October as chief marketing officer for Hyundai Motor America. Last season the brand ran an ad starring Jason Bateman that ranked as the game’s fourth-best ad, according to USA Today’s Ad Meter. Hyundai later tapped the actor as the voice of its brand.
Agency: Innocean Worldwide
Buy: The sports car brand will make its first Super Bowl appearance since 1997.
Creative: The ad will plug the Taycan, Porsche's first all-electric vehicle.
Buy: Coca-Cola is returning 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: Multiple brands are under consideration for an in-game ad; possibilities include new products Coke Energy or Aha sparkling water.
Buy: The Volkswagen Group-owned luxury brand will make its 11th appearance in the game.
Creative: The ad will kick-off a new global campaign aimed at redefining Audi’s “Vorsprung durch Technik” marketing slogan, which translates to “progress through technology.”
Buy: Pringles will air its third Super Bowl spot. The 30-second commercial will run during the second quarter.
Creative: Once again, Pringles is focused on flavor stacking the crisps, but this time it’s bringing pop culture reinforcements. Adult Swim’s Rick and Morty partner with Pringles “to unlock endless flavor combinations through stacking.” A Pickle Rick flavor will also appear in stores.
Agencies: Adult Swim, in partnership with Grey, the agency behind Pringles’ first two Super Bowl spots.