Marketers are ramping up their plans for Super Bowl LIII airing on CBS from the Mercedes-Benz Stadium in Atlanta, Georgia on Feb. 3.
Here's a first look at the advertisers buying ads in the big game. There are several Super Bowl newcomers making their first commercial appearance. Brands like Procter & Gamble's Olay, dating app Bumble and Kraft's frozen-food brand Devour, are joining the likes of Anheuser-Busch InBev, Avocados From Mexico and Kia.
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Buy: The world's largest brewer made its biggest Super Bowl ad buy in recent memory with eight ads, totaling five-and-a-half minutes. They will be broken into four 45-second spots, three 30-second ads and one 60-second spot.
Creative: Ads will run for Budweiser, Bud Light, Michelob Ultra, Stella Artois and Bon & Viv SpikedSeltzer, a flavored malt beverage brand that is being repositioned with fewer calories and no sugar. While the brewer has not revealed ad themes, it says it wants to "elevate beer," while avoiding anything that looks political. A couple of line extensions will get ads: Michelob Ultra Pure Gold, which is made from organic grains; and Budweiser Copper Lager, a co-branded beer with Jim Beam.
Buy: One 30-second ad expected to run in the second quarter. It's the fifth consecutive Super Bowl appearance for Avocados From Mexico, the marketing arm of Mexican Hass Avocado Importers Association.
Creative: The big game buy will kick off an "Always Worth It" campaign and is expected to keep with the comedic themes and feature a celebrity. The spot will roll together themes from its prior Super Bowl ads including the year-round availability of avocados, the good fat they contain and their versatility.
Buy: After sitting out last year, Mercedes-Benz is returning to the Super Bowl with an undisclosed buy. With this season's game taking place in Atlanta, home of its U.S. headquarters, the automaker's return seemed inevitable.
Creative: Ludacris will appear in Mercedes' ad, which will promote the A-Class vehicle.
Agency: Mercedes' lead creative agency in the U.S. is Merkley & Partners.
Buy: Colgate-Palmolive Co.'s flagship oral-care brand Total will air a 30-second spot in the third quarter of the game.
Creative: Total became the first Super Bowl LIII marketer to release its ad on Jan. 18. In the spot, Luke Wilson, gets very, very close to his colleagues, showing off the toothpaste's power. The commercial was directed by Bryan Buckley. Colgate last advertised in the 2016 Super Bowl with a spot reminding people to turn off the water as they brush their teeth.
Agencies: WPP's Red Fuse Communications.
Buy: Hyundai will air one 60-second spot in the first quarter.
Creative: After taking a serious tone the past two years, Hyundai will pivot back to humor with an ad starring Jason Bateman. The spot will feature Hyundai's "Shopper Assurance" program, which is a suite of services meant to modernize the car-buying experience, such as flexible test drives in which cars are delivered directly to consumers. The vehicle in the ad is the 2020 Palisade SUV.
Agency: Innocean Worldwide
Buy: Kia will return for its 10th consecutive Super Bow ad.
Creative: Undisclosed, but Kia has a history of using celebrities in its big game spots. Last year, the auto maker featured Aerosmith frontman Steven Tyler kicking a Kia Stinger in reverse, setting off a trip back in time that leaves him rediscovering his youth. Kia took a humorous approach in 2017 with a spot starring Melissa McCarthy that won USA Today's Ad Meter. The brand used Christopher Walken in 2016 and Pierce Brosnan in 2015.
Agency: David & Goliath
Buy: Toyota will appear in the Super Bowl for its second consecutive year with an undisclosed number of spots.
Creative: The ad will plug the RAV4 compact crossover.
Agency: Burrell Communications, Toyota's multi-cultural agency, will help create the spot. Saatchi & Saatchi normally takes the creative lead on Toyota's big general market campaigns, including previous Super Bowl ads. So Burrell's assignment represents a significant win for the agency.
Buy: The Kellogg Co. salty snack brand will return to the Super Bowl after making its big game debut in 2018.
Creative: Pringles released three teasers on Jan. 17 for its new "flavor stacking" commercial. Pringles isn't including a celebrity this time around, but will showcase "an emotional smart device and an iconic song," the Kellogg Co. snack brand said. Each of the six-second teasers features a smart speaker, similar to an Amazon Echo or Google Home. In one of the teasers, the speaker's voice is heard saying, "I cannot taste Pringles, only order them."
Agencies: WPP's Grey, which also did the Pringles spot that aired in the 2018 game.
Buy: M&M's is returning to the Super Bowl with its fifth Big Game spot in the past decade. The 30-second commercial will air during the first commercial break following the kick-off.
Creative: Undisclosed, but M&M's brand director said the spot will "see the return of fan-favorite spokescandies, along with big news from the brand that we know fans will love."
Agencies: BBDO New York
Buy: Intuit is returning to the Super Bowl for its sixth consecutive commercial. The spot is part of a new marketing investment parent company Intuit is making in the National Football League. Intuit struck a deal to make its TurboTax Live product the presenting sponsor of the AFC and NFC championship games played on Jan. 20.
Agencies: Creative is expected to be handled by Wieden & Kennedy, which did TurboTax's 2018 spot.
Buy: Pepsi will air one 30-second spot for its flagship beverage brand.
Agencies: Goodby, Silverstein & Partners
Buy: Audi will return to Super Bowl LIII after skipping the game last year with one 60-second spot in the second quarter.
Creative: The luxury automaker will spotlight its electric vehicle ambitions, as it prepares to launch three battery electric vehicles in the next three years.
Agencies: Venables Bell & Partners.
Buy: Kraft Heinz frozen food brand Devour will air a 30-second spot in the third quarter of the game.
Creative: Details haven't been disclosed yet, but Katy Marshall, head of marketing for Devour, said to expect the Super Bowl spot to build on the brand's "unapologetic stand" for crave-worthy frozen food. Devour launched in 2016 with the suggestive tagline "Food You Want to Fork."
Agencies: David Miami
Buy: Persil ProClean will return for its fourth consecutive Super Bowl.
Creative: Persil will bring back its character "The Professional" played by "Younger" star Peter Hermann.
Agencies: DDB New York
Buy: Procter & Gamble's beauty brand Olay will run its first Super Bowl ad with a 30-second spot airing in the first quarter.
Creative: While the company hasn't provided details on the creative, Stephanie Robertson, director of North American skincare for P&G, said "it is unexpected and designed to feature the killer skin transformation that women have come to expect from Olay."
Agencies: Saatchi & Saatchi
Buy: The dating app will air its first Super Bowl ad in the first-half of the Big Game.
Creative: Tennis pro Serena Williams will star in Bumble's commercial, which was entirely produced by a team of women. The campaign, titled "The Ball is in Her Court," is focused on women making the first move in dating, friendship and business. Bumble released a teaser of the spot on Jan. 15 showing Williams on the tennis court.
Buy: Kraft Heinz nut brand Planters will air a 30-second spot in the second quarter of the game.
Creative: Planters' second Super Bowl ad (it appeared back in 2008) will feature the Mr. Peanut spokesman character and a celebrity. The tagline is "always there in crunch time," and it appears Motley Crue is working on the music for the spot.
Buy: Expensify will air not only its first ever Super Bowl ad but its first TV ad during Super Bowl LIII. A 30-second spot will air in the second quarter.
Creative: Expensify's ad will feature two unnamed celebrities and promises to be "an entertaining and elaborate twist on one of the most tedious financial management tasks in the workplace and beyond: filing expense reports," Expensify Founder and CEO David Barrett said in a statement.
Agencies: JohnXHannes New York
Buy: Doritos will air one 30-second spot.
Creative: Doritos released a teaser for its spot, which will promote its newest flavor, Flamin' Hot Nacho, on Jan. 17. The teaser showed Chance the Rapper alongside boy band Backstreet Boys and their iconic pop song "I Want It That Way."
Agencies: Goodby, Silverstein & Partners
Buy: Bubly, PepsiCo's sparkling water brand, will make its Super Bowl debut with one 30-second ad.
Creative: Canadian crooner Michael Buble is featured in the ad for no other reason than the word Bubly looks like Bublé. A teaser video released on Jan. 17 shows the singer on a supermarket floor, permanent marker in hand, changing the 'y' in Bubly to é. The ad will also feature comedienne Aparna Nancherla.
Agencies: Goodby, Silverstein & Partners
Buy: Verizon will air a 60-second spot, making this its second consecutive appearance in the Big Game.
Creative: The carrier will once again use the Super Bowl to salute first responders, as it did last year. It's debuting the campaign on Jan. 20, though the actual Super Bowl spot will not be revealed until the broadcast.
Buy: The NFL will run one 90-second ad.
Creative: The ad will kick off the celebration of the NFL's 100th season, which begins after the Super Bowl. The league is planning a year-long series of "NFL 100" events. Programs include forming a panel of former players, general managers, coaches, NFL historians and media to select the "All-Time Team" and the 10 greatest coaches in NFL history.