Super Bowl 50 Advertisers: These Brands Are Ready To Play The Commercial Game
See which brands will be airing ads on the most-watched sports night of the year, along with their campaigns, teaser ads and more.
On February 7, two NFL teams will take the field to battle it out on the most-watched sports night of the year, but marketers know where the real competition is happening: the Super Bowl Ads!
Super Bowl is a whole lot more than football; it is the ultimate advertising arena. This year, a select number of brands are spending upwards of $5 million to reserve their spot during the game — making a play to win the minds and hearts (and laughs) of the biggest ad audience available.
To prepare for game day, Marketing Land is keeping its own scorecard of which brands are competing and what they’re planning for game day.
We’ll continue to update this list as more information is made available from the advertisers and more ads are released.
You can easily follow all of these brands via Marketing Land’s Twitter list of Super Bowl 50 advertisers. Also, be sure to check out our 2016 HashtagBowl, where we track pre-game and post-game social media visibility for this year’s Super Bowl TV commercials: Game On: The 2016 Marketing Land #HashtagBowl Is Coming Soon.
(Jump to particular advertisers and all of the latest campaign details using our alphabetical index: A B C D E F G H I J K L M N O P Q R S T U V W X Y Z)
Acura
Teaser ad: Shown above.
Brand Category: Automotive
Campaign: Featuring the first ever commercial use of Van Halen’s “Running with the Devil,” Acura’s Super Bowl 50 spot will promote the car manufacturer’s 2017 NSX supercar model. Along with the Super Bowl spot, Acura’s campaign will include Twitter and Facebook activations promoting a sweepstakes to win a “VIP NSX driving experience.” Acura says it will also be releasing a 60-second version of its spot, but no word on which will run during the Super Bowl.
Agency: Mullen Lowe
Official Campaign Hashtag: #DriveAcuraNSXContest
Amazon
Official Ad: Shown above.
Teaser Ads: Shown above.
Brand Category: Tech
Campaign In its first-ever appearance as a Super Bowl advertiser, Amazon has selected Alec Baldwin and Dan Marino to star in spot for the Amazon Echo.
Official Campaign Hashtag: #BaldwinBowl
Recent Coverage: Amazon’s First-Ever Super Bowl Ad Will Promote Echo With Help From Alec Baldwin
Apartments.com
Official ad: Shown above.
Teaser ads: Shown above.
Brand Category: Tech
Campaign: Apartments.com’s #MovinOnUp Super Bowl 50 campaign will feature actor Jeff Goldblum as self-professed Silicon maverick Brad Bellflower, a role that was first introduced in a campaign launched by the brand earlier in 2015. While the teaser ad does not include Goldblum, Apartments.com released images of the actor when it published its first #MovinOnUP spot with rapper Lil Wayne. Adweek reports Apartments.com’s Super Bowl campaign will include promoted tweets, BuzzFeed apartment-related listicles and influencers like YouTube creator Kurt Schneider helping push the #MovinOnUp hashtag.
Buy: 60-second spot
Agency: Rubin Postaer and Associates (RPA)
Official Campaign Hashtag: #MovinOnUp
Recent Coverage: Apartments.com Launches Its Super Bowl 50 Campaign With Lil Wayne & George Washington
Audi
Official ad: Shown above.
Extended Version of Official ad: Shown above.
Brand Category: Automotive
Buy: 60-second spot
Agency: Venables Bell & Partners
Avocados From Mexico
Official Ad: Shown above.
Teaser Ad: Shown above.
Brand Category: Food
Campaign: As part of its Super Bowl 50 campaign, Avocados from Mexico has launched its “Avos in Space” with a teaser ad starring once-upon-a-time teen heartthrob Scott Baio quickly getting frustrated while trying to solve a Rubik’s Cube. The campaign includes a digital rollout with the release of the brand’s Avos in Space website and contest that asks participants to tweet responses using the hashtag #AvosInSpace.
Buy: 60-second spot
Agency: GSD&M
Official Campaign Hashtag: #AvosInSpace
AXE
Teaser ads: Shown above.
Brand Category: Consumer
Campaign: AXE’s Super Bowl 50 “Find Your Magic” campaign aims to open a conversation on masculinity and encourages men to share what makes them unique. “The Super Bowl is a great place to share this powerful stance on individuality and masculinity, and the scale allows us to bring more men and women into the conversation,” says AXE senior director Matthew McCarthy.
Buy: 30-second spot
Agency: 72andSunny Amsterdam
Official Campaign Hashtag: #FindYourMagic
Bai
Official Ad: Shown above.
Brand Category: Beverage
Campaign: According to a report from Adweek, the “antioxidant infusion” drink creator will make its debut appearance this year as a Super Bowl advertiser, building on the brand’s “None of This Makes Sense” campaign.
Buy: 30-second spot
Agency: Barton F. Graf
Bud Light
Official Ad: Shown above.
Teaser Ad: Shown above.
Brand Category: Beverage
Campaign: Bud Light says its new campaign is more than just a Super Bowl ad, it’s a “… completely new communication of what Bud Light stands for — inclusivity, positivity and fun.” Playing on this year’s election season, the brand’s teaser ad features Amy Schumer and Seth Rogen rallying for the “Bud Light Party.” The campaign’s launch will begin with its Super Bowl ad and continue with national spots and digital creative to be released throughout 2016.
Buy: 30-second spot
Agency: Wieden+Kennedy
Recent Coverage: The “Bud Light Party” Super Bowl 50 Ad Gets Political With Amy Schumer & Seth Rogen
Budweiser
Official Ads: Shown above.
Brand Category: Beverage
Campaign: Budweiser’s Super Bowl 50 campaign will include two spots, one 30-second spot with the brand’s famous Clydesdale horses, and another 60-second spot with Helen Mirren delivering a PSA on drunk-driving. The “Simply Put” ad, starring Mirren, is the brand’s first ad since 2005 to combat drunk driving. To support the spot, Budweiser is partnering with Twitter for its #GiveADamn campaign and will donate up to a $1 million depending on how often the hashtag is tweeted.
Agency: Anomaly
Official Campaign Hashtag: #GiveADamn & #NotBackingDown
Buick
Official Ad: Shown above.
Brand Category: Automotive
Buy: 30-second spot
Agency: Leo Burnett Detroit
Butterfinger
Teaser Ads: Shown above. Official Ad: To be released February 7.
Brand Category: Food
Campaign: “The brand will use its spot to launch a new brand message, Bolder Than Bold, inspired by the inherent boldness of its crispety, crunchety, unapologetically in-your-face candy bar,” said Butterfinger in a release announcing the company’s Super Bowl campaign. With the launch of Butterfinger’s second teaser ad on January 26, the brand teased more information around its official Super Bowl ad, which will star comedian Billy Eichner from Funny or Die’s “Billy on the Street.”
Buy: 30-second spot
Agency: WPP / Santo
Official Campaign Hashtag: #BolderThanBold
Recent Coverage: Super Bowl 50 Advertisers Take The Field Early: Wix & Butterfinger Announce Campaigns & Butterfinger Goes #BolderThanBold With Billy Eichner In New Super Bowl 50 Teaser Ad
Coca-Cola
Offical Ad: Shown above.
Brand Category: Beverage
Offical Campaign Hashtag: #CokeMini
Colgate
Teaser Ad: Shown above.
Offical Ad: Shown above.
Brand Category: CPG
Campaign: Colgate’s “Save Water” campaign will encourage viewers to turn off the water while they brush their teeth: “Brushing with the faucet running wastes up to four gallons of water. That’s more than many people around the world have in a week.”
Buy: 30-second spot
Agency: Y&R Peru
Official Campaign Hashtag: #EveryDropCounts
Disney “The Jungle Book”
Brand Category: Film
Doritos
Official Ad: Shown above.
Teaser Ads: Shown Above. Official Ad: February 7.
Brand Category: Food
Campaign: This will be the final year for the brand to host its “Crash the Super Bowl” campaign, a contest that invited fans to produce their own Super Bowl ads for the chance to have their spots aired on game day. After receiving nearly 4,500 entries, the brand selected the three finalists posted above. Viewers can vote up until January 31 for the ad they want to see aired during the Super Bowl.
Campaign Hashtag: #CrashTheSuperBowl
Fiat Chrysler
Brand Category: Automotive
Fitbit
Official Ad: Shown above.
Brand Category: Tech
Buy: 30-second spot
Agency: Argonaut
Heinz
https://youtu.be/LOlfhBT8i9I
Official Ad: Shown above.
https://youtu.be/aNN9nL2vppM
Extended Version of the Official Ad: Shown above.
Brand Category: Food
Campaign: As a returning advertiser, Kraft’s Heinz Super Bowl campaign features multiple products from the Heinz brand: “Everyone knows and loves the great taste of Heinz® Ketchup, and we wanted to introduce the world to the rest of the great tasting family in a campaign called #MeettheKetchups.” Heinz says its campaign will supported with PR, social and digital efforts.
Buy: 30-second spot
Agency: DAVID Miami
Recent coverage: Heinz “Wiener Stampede” Super Bowl Ad Launches Brand’s #MeetTheKetchups Campaign
Official Campaign Hashtag: #MeettheKetchups
Honda
Extended Version of Official Ad: Shown above.
Brand Category: Automotive
Campaign: Honda intends for its upcoming Super Bowl campaign to act as a launching pad for its all-new 2017 Honda Ridgeline pickup truck, with extended promotions across several platforms, screens and internet properties.
Buy: 60-second spot
Agency: RPA
Recent Coverage: More Super Bowl 50 Advertisers: PayPal & Honda Gear Up, While GoDaddy Takes The Bench
Hyundai
Official Ads: Shown above.
Pre-game Ad: Shown above.
Teaser Ads: Shown above.
Brand Category: Automotive
Campaign: According to Adweek, Hyundai’s Super Bowl campaign will include four spots, two 60-second ads and two 30-second ads. The brand has enlisted Hollywood celebrities Kevin Hart and Ryan Reynolds to appear in two of its spots: “First Date” and “Ryanville.” The brand’s 60-second “Better” spot is scheduled to air during the pre-game coverage.
Agency: Innocean Worldwide
Official Campaign Hashtag: #HyundaiSuperBowl
Recent Coverage: Hyundai Super Bowl Campaign Brings Two Kinds Of Cute With Talking Bears & Ryan Reynolds
Jeep
Official Ad: Shown above.
Brand Category: Automotive
Buy: 60-second spot
Official Campaign Hashtag: #MyJeepStory
Kia
Official Ad: Shown above
Teaser Ad: Shown above
Brand Category: Automotive
Campaign: KIA’s #AddPizzazz Super Bowl 50 campaign will feature Christopher Walken and promote the brand’s next generation Optima model. A Kia representative told Adweek: “The new ad will continue to spotlight the next-generation Optima as the vibrant alternative for those determined not to blend in.”
Buy: 60-second spot
Agency: David & Goliath
Official Campaign Hashtag: #AddPizzazz
LG Electronics
Official Ad: Shown above.
Teaser Ad: Shown above.
Behind the Scenes Video: Shown above. Official Ad: To be released February 7.
Brand Category: Tech
Campaign: LG’s debut appearance as a Super Bowl advertiser will include Liam Neeson promoting the brand’s OLED TV. Mimicking Neeson’s usual action/thriller films, the 15-second “Man from the Future” teaser ad was released along with the announcement of its #OLEDisHere Twitter sweepstakes, where participants can tweet LG’s campaign hashtag for a chance to win an OLED TV.
Agency: Ridley Scott’s RSA Films
Official Campaign Hashtag: #ManFromTheFuture & #OLEDisHere
Recent Coverage: LG Enlists Liam Neeson To Star In Its Debut Super Bowl 50 Ad: #ManFromTheFuture
Machine Zone
Official Ad: Shown above.
Extended Version of Official Ad: Shown above.
Teaser ad: Shown above.
Brand Category: Gaming
Agency: TwoFifteenMcCann
Marmot
Official Ad: Shown above.
Teaser ad: Shown above.
Brand Category: Apparel
Campaign: Marmot will use its “Meet the Marmot” Super Bowl campaign to introduce the apparel brand’s mascot and build brand awareness.
Agency: Goodby, Silverstein & Partners
Official Campaign Hashtag:
Michelob Ultra
Official Ad: Shown above.
Brand Category: Beverage
Campaign: Michelob Ultra’s 30-second “Breath” spot is schedule to air following kick-off. The brand has also bought another 30-second ad that will run only if the game goes into overtime.
Buy: 30-second spot
Agency: FSB Chicago
Mini USA (BMW)
Official Ad: Shown above.
https://www.youtube.com/playlist?list=PL8gUhKkqftt5fW4qZfYxt0XW3hZNxVRNf
Teaser Ads: Shown above.
Brand Category: Automotive
Campaign: BMW’s Mini USA Super Bowl 50 spot will be part of the brand’s “Defy Labels” campaign to promote its Clubman model. As part of the campaign, the carmaker has released numerous spots in advance with celebrities like Serena Williams, Abby Wambach, Tony Hawk and Harvey Keitel, along with its Defy Labels website.
Buy: 30-second spot
Agency: Butler, Shine, Stern & Partners
Official Campaign Hashtag: #DefyLabels
Mountain Dew
Official ad: Shown above.
Teaser ads: Shown above.
Brand Category: Beverage
Campaign: In a release announcing four new flavors for its MTN DEW KICKSTART energy drink, the brand said it would be returning to the Super Bowl: “For the first time since 2000, Mountain Dew will return to the Super Bowl with a hilarious TV ad that combines fan-favorite ad elements and is guaranteed to have fans talking.” The brand released its two teaser ads via Twitter with the hashtag #Kickstart and #SB50.
Agency: BBDO New York
NFL
Official Ad: Shown above.
Teaser ad: Shown above.
Campaign: The NFL will be airing a two spots during the third quarter of Super Bowl 50. The “Super Bowl Babies Choir” 60-second spot is part of the organization’s “Football is Family” campaign. To tease the ad, the NFL released a three-minute video featuring groups of “Super Bowl Babies” singing along with Seal to a new version of the singer’s “Kiss from a Rose” song. Along with the 60-second spot, the NFL will also release 10-second teasers introducing featured Super Bowl babies. In addition to its “Super Bowl Babies” campaign, the NFL also has a 30-second PSA to help end domestic violence that will air before the third quarter of the game.
Buy: 60-second spot
Agency: Grey NY
Recent Coverage: NFL Teases Its Own Super Bowl 50 Ad With Launch Of “Super Bowl Babies Choir” Video
Paramount “Teenage Mutant Ninja Turtles 2”
Teaser ad: Shown above.
Brand Category: Film
PayPal
Official Ad: Shown above.
Brand Category: Finance
Buy: 45-second spot
Agency: Crispin Porter & Bogusky
Recent Coverage: More Super Bowl 50 Advertisers: PayPal & Honda Gear Up, While GoDaddy Takes The Bench
Pepsi
Official Ad: Shown above.
Brand Category: Beverage
Agency: The Marketing Arm
Persil ProClean
[emebed]https://youtu.be/P8uDEnP0l2M[/embed]
Official Ad: Shown above.
Teaser Ad: Shown above.
Brand Category: Consumer
Campaign: Henkel, Persil ProClean’s parent company, is using the Super Bowl to launch its 2016 ad campaign for the laundry detergent brand. The teaser ad features “The Professional,” a stain-fighting superhero. While Persil ProClean has been around since 1907, when it was launched in Europe, the detergent only became available in the US in early 2015. Henkel says its investment in a Super Bowl ad shows its commitment to the brand.
Campaign Hashtag: #GameDayStains
Recent Coverage: Henkel Cleaning Brand Persil ProClean Ad To Debut During Super Bowl 50
Pokémon
Official Ad: Shown above.
Brand Category: Gaming
Campaign: With more than a week to go before Super Bowl 50, Pokémon released an extended version of the 30-second spot it will air during the third quarter of the game. The ad is part of the video game’s year-long campaign to celebrate its 20th anniversary. In addition to the ad, the brand also launched Pokémon20.com to help promote its #Pokemon20 anniversary campaign, and is asking followers to share their favorite Pokémon moments on Instagram, Twitter and YouTube.
Agency: Omelet
Official Campaign Hashtag: #Pokemon20
Recent Coverage: Pokémon Releases Official Super Bowl 50 Ad To Kick Off Its 20th Anniversary Celebration
QuickBooks
Official Ad: Shown above.
Brand Category: Finance
Campaign: For Super Bowl 50, Intuit’s QuickBooks returned to its “Small Business Big Game” campaign, inviting small businesses to enter a contest where they could win an all-expense-paid 30-second Super Bowl spot produced by the brand’s ad agency. The winner of the contest — Death Wish Coffee — beat out runners-up Chubbies Shorts and Vidler’s 5 & 10.
Buy: 30-second spot
Agency: RPA
Official Campaign Hashtag: #TeamSmallBiz
Quicken Loans
Offical ad: Shown above.
Brand Category:
Campaign: An extension of its “Push Button, Get Mortgage” campaign that rolled out in December, Quicken Loans’ Super Bowl ad will promote the brand’s online lending tool, Rocket Mortgage. The Super Bowl 50 “What Were We Thinking” ad will air during the first half of the game and is supported by a “Push Button, Get Stuff” Sweepstakes that includes a variety of giveaways, ranging from kitchen appliances to Shinola bikes, along with a $100,000 cash prize that can be applied to an existing mortgage loan or new home.
Buy: 60-second spot
Agency: Fallon
Official Campaign Hashtag: #RocketMortgage
Schick
Official Ad: Shown above.
Brand Category: Consumer
Campaign: The brand will air a 30-second spot during the fourth quarter of the game featuring its
Hydro brand of razors.
Buy: 30-second spot
Shock Top
Official Ad: Shown above.
Extended Version of Official Ad: Shown above.
Teaser Ad: Shown above.
Brand Category: Beverage
Campaign: Anheuser Busch brand Shock Top will make its debut appearance as a Super Bowl advertiser in a spot featuring actor and comedian T.J. Miller. In a 90-second teaser ad, Miller claims Shock Top’s ad will be “… the greatest Super Bowl commercial of all time.” Shock Top VP Jake Kirsch told Adweek that the brand chose Miller because of his irreverence and wit. “We tell people to ‘Live Life Unfiltered,’ we’re an unfiltered beer, and T.J. is at the top of the list of people like that,” said Kirsch.
Agency: Wieden+Kennedy
Recent Coverage: Shock Top Says Its Super Bowl 50 Ad Will Be “The Greatest Super Bowl Commercial Of All Time”
Skittles
https://youtu.be/21ivbtgqJkg
Official Ad: Shown above.
Campaign Teaser: Shown above.
Brand Category: Food
Campaign: Part of its “Taste the Rainbow” campaign, Skittle’s Super Bowl 50 30-second ad will star Aerosmith frontman Steven Tyler and run during the second quarter of the game. It is Skittles second time as a Super Bowl advertisers, and the first Wrigley ad (Skittle’s parent company) to feature a celebrity.
Buy: 30-second spot
Agency: DDB Chicago
Official Campaign Hashtag: #SkittlesArt
Snickers
Official ad: Shown above.
Teaser ad: Shown above.
Brand Category: Food
Campaign: Continuing its “You’re not you when you’re hungry” campaign, a Snickers representative said its Super Bowl 50 teaser ad is just a small glimpse of what audiences can expect from the brand on Super Bowl Sunday. “Since we’re kicking off the ’50’ celebration of one of the world’s most iconic events, it seemed only fitting to cast Marilyn Monroe,” says Snickers.
Agency: BBDO
Recent coverage: Snickers “Happy Birthday” Super Bowl Teaser Ad Reimagines Marilyn Monroe’s Iconic Performance
SoFi
Official ad: Shown above.
Brand Category: Finance
Campaign: Building on its “Bankless World” brand awareness campaign, SoFi will debut its first ever Super Bowl ad. A representative for the brand says the spot will be supported via the following digital channels: Facebook, Instagram, YouTube, Spotify and Pandora, as well as NPR’s “The Moth,” “WTF” podcast with Marc Maron, Captivate and NYT Digital.
Buy: 30-second spot
Agency: MUH-TAY-ZIK | HOF-FER
Official Campaign Hashtag: #SoFiGreat
Squarespace
Teaser Ads: Shown above.
Brand Category: Tech
Campaign: For its third appearance as a Super Bowl advertiser, Squarespace has selected comedy duo Keegan-Michael Kelly and Jordan Peele from Comedian Central’s “Key & Peele.” Squarespace VP Chris Paul told AdWeek that Kelly and Peele are “… on the bleeding edge and extremely innovative about how they blend news topics, sports topic, trends and everything else into the way that they create their comedy and their art is very much in line with the kinds of people we like to feature.”
Buy: 30-second spot
Agency: Anomaly
Official Campaign Hashtag: #RealTalk
Recent Coverage: Squarespace Super Bowl 50 Campaign Stars Comedians Key & Peele Bringing The #RealTalk
SunTrust Bank
Official Ad: Shown above.
Extended Version of Official Ad: Shown above.
Teaser Ad: Shown above.
Brand Category: Finance
Campaign: Lighting the Way to Financial Well-Being
Buy: 30-second spot
Agency: StrawberryFrog
Recent Coverage: SunTrust Bank Announces Its Debut Appearance As Super Bowl Advertiser
T-Mobile
Official ad: Shown above.
Teaser ad: Shown above.
Brand Category: Telecommunications
Buy: Two 30-second spots
Official Campaign Hashtag: #YouGotCarriered
Taco Bell
https://youtu.be/UexbdvathUE{/embed]
<strong>Official Ad:</strong> Shown above.
https://youtu.be/d131E2aUF9g
Teaser Ads: Shown above.
Brand Category: Food
Campaign: Taco Bell says it will be using its Super Bowl spot to unveil its newest menu item. The campaign was launched in the brand’s usual fun way, issuing a press release with most of the campaign details redacted. The brand’s three teaser ads are following suit, keeping the product launch under wraps.
Buy: 30-second spot
Agency: Deutsch LA
Recent Coverage: Taco Bell To Reveal Its Next Big Menu Item At Super Bowl 50… We Think
Official Campaign Hashtag #BiggerThan
Toyota
Official Ad: Shown above.
Teaser Ad: Shown above.
Brand Category: Automotive
Campaign: Toyota’s Super Bowl 50 campaign will feature the brand’s hybrid Prius model.
Buy: 90-second spot
Agency: Saatchi & Saatchi LA
Official Campaign Hashtag: #GoPriusGo
TurboTax
Official Ad: Shown above.
https://youtu.be/nJRS6ZpR3Xs
Teaser Ads: Shown above. Official Ad: To be released February 7.
Brand Category: Finance
Campaign: TurboTax’s initial teaser ads were created around the brand’s “It doesn’t take a genius to do your taxes” campaign. The brand’s “Someone Else” teaser ad takes the campaign in a different creative direction, with James Lipton discovering he will not be the star of TurboTax’s official game day spot.
Buy: 30-second spot
Agency: Wieden+Kennedy
Recent Coverage: TurboTax Super Bowl 50 Ad Campaign Proves It Doesn’t Take A Genius To Do Your Taxes
WeatherTech
Official Ad: Shown above.
Teaser Ads: Shown above.
Brand Category: CPG
Buy: 30-second spot
Agency: Pinnacle Advertising
Wix
Official Ad: Shown above.
Teaser Ads: Shown above.
Campaign: Developed by DreamWorks Animation, the same studio behind the animated “Kung Fu Panda” film franchise, Wix’s Super Bowl campaign features characters from the “Kung Fu Panda” movies.
Brand Category: Technology
Agency: DreamWorks Animation
Supplementary campaigns/channels: According to Wix, the #StartStunning campaign will include made-for-web content and social media activations. It has also launched www.StartStunning.com, a site dedicated to the campaign. The brand will also be employing YouTube’s new Real-Time ads as part of its Super Bowl Campaign.
Official Campaign Hashtag: #StartStunning
Recent Coverage: Wix Drops Its First Super Bowl 50 Teaser Ad Featuring “Kung Fu Panda” Characters
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