Marketers are starting to lock in 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. Automakers' Super Bowl plans, in particular, are starting to take shape, with Toyota, Mercedes-Benz, Kia and Hyundai all buying commercial time.
Our definition of a Super Bowl ad 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. And visit the Super Bowl Ad Archive for more than 1,000 commercials dating back to Super Bowl III.
Buy: The brewer, which holds exclusive alcohol category ad rights for the game, is expected to consume four minutes of ad time.
Creative: Still under development, but Budweiser, Bud Light and Michelob Ultra will likely be featured, in addition to possibly other brands. Another "Dilly Dilly" ad is a virtual lock.
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.
Agency: Mercedes' lead creative agency in the U.S. is Merkley & Partners.
Buy: Colgate-Palmolive Co.'s flagship oral-care brand will have an ad in the game, but the company declined to provide further details.
Creative: TBD. Colgate last advertised in the 2016 Super Bowl with a spot reminding people to turn off the water as they brush their teeth. The #EveryDropCounts campaign continues, including with the distribution of stickers that go on drain covers, but it's not clear if this will be the focus of the Super Bowl ad.
Agencies: WPP's Red Fuse Communications handles the company's global marketing services work, but Colgate didn't confirm if it will create the Super Bowl ad.
Buy: Hyundai will air one 60-second spot in the first quarter.
Creative: Undisclosed, but the first-quarter placement suggests Hyundai will not attempt to film a real-time ad during the game, like it did in 2017 and attempted to a real-time ad during the game, do again in 2018.
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: While most of the details are still under wraps, the ad will feature the "flavor stacking" campaign idea that first appeared in the 2018 spot ("Wow").
Agencies: WPP's Grey, which also did the Pringles spot that aired in the 2018 game.