The matchup on the field for Super Bowl LVI is set, but some of the highly-anticipated commercials for the game are gearing up for surprise reveals.
As the Cincinnati Bengals and Los Angeles Rams prepare for the Super Bowl on Feb. 13, many advertisers are pulling out all the stops to entertain fans between moments of on-field action.
Along with the halftime show — which will feature an ensemble of Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar — this year’s ad slate hopes to attract viewers beyond regular football fans with A-list celebrities, polished vignettes and at least a few classic favorites.
And you don’t have to wait until the big game to check out some of the best commercials, as many brands have already begun releasing their full ads online, while others are teasing a bigger reveal for their top-dollar slots on Feb. 13.
How Much Does a Super Bowl Ad Cost in 2022 Anyway?
While NBC — the Super Bowl’s broadcaster this year — does not report the price of every ad, an executive in September said sales were going at a “record pace” and recent 30-second spots at the time had sold for $6.5 million.
“As of today, we only have a few units left, and we’re purposely holding them back,” said Dan Lovinger, executive vice president of advertising sales for NBC Sports Group, in a conference call on Sept. 8.
CBS in 2021 sold Super Bowl ads for an average of $5.6 million, Bloomberg reported last year.
Lovinger said the number of ads aired during the game would likely be between 80 and 90, similar to previous years.
Here are some of those best Super Bowl ads released so far:
AT&T | ‘A Lot in Common‘: Demi Moore and Mila Kunis High School Reunion
https://www.youtube.com/watch?v=YO-bEWeRIZQ
Mila Kunis and Demi Moore are famously connected, as both have married actor Ashton Kutcher (Moore 2005 to 2013, Kunis 2015 to the present). But who knew they had something in common long before that? As the two attend an awards ceremony for their shared high school alma mater, each painfully discovers they might not be the “most admired” alum from the school.
Booking.com | ‘Idris Calls His Legendary Spokes-Blokes for Advice’ (TEASER)
While the buzz around Idris Elba taking on the role of James Bond is still a fast-flying rumor, he’s definitely set to appear in his first Super Bowl ad. To prepare, he calls a couple of commercial legends for advice: Jonathan Goldsmith, “The Most Interesting Man in the World” for Dos Equis beer, and Isaiah Musafa, “The Man Your Man Could Smell Like” for Old Spice. But their first ideas might not be exactly what he was looking for.
Bud Light Seltzer | Mayor of ‘Flavortown’
“Flavortown” has never come across flavor like Bud Light seltzers with hard soda before, flavor expert Guy Fieri says as the mayor of the colorful, mythical town. And he makes sure to let everyone know.
Budweiser | ‘A Clydesdale’s Journey’
https://www.youtube.com/watch?v=nPBxJ2yar-A
Budweiser’s iconic Clydesdales (and cute dog companion) are making a dramatic return to this year’s Super Bowl event. When one of the horses tries to leap over a fence, it sustains a scary injury, and must recover if it hopes to see its pup pal again.
The beer brand initially released a five-second teaser of footage to get fans excited for their return on gameday. For the first time since the company introduced Bud Light in 1983, Anheuser-Busch didn’t run an ad for Budweiser during the Super Bowl in 2021, instead donating the money it would have spent to COVID-19 vaccination awareness efforts.
Cheetos | ‘Questions’ With Megan Thee Stallion (TEASER)
It’s hard to know exactly what Cheetos has planned for Megan Thee Stallion as she arrives to shoot her commercial, but it seems animals — a lot of them — are definitely involved, as she’s peppered with questions to get inside.
Doritos | ‘Paw Prints’ With Charlie Puth (TEASER)
The “Flamin’ Hot” mystery heats up even further with Doritos’ teaser starring Charlie Puth, who enters into a very bizarre scene in his movie set trailer. Frito-Lay, the company that owns both Cheetos and Doritos, appears to be linking the two snack foods together via their Flamin’ Hot flavor.
Hellmann’s | ‘The Call | Mayo x Mayo’ With Jerod Mayo (TEASER)
https://www.youtube.com/watch?v=L9TFJKUDXYM
Mayo may have met its (or his?) match. Hellmann’s has enlisted the former all-pro linebacker and current Patriots coach to “tackle” a special mission for the company, which is close to celebrating its 100th birthday.
Irish Spring | ‘Welcome to Irish Spring’ (TEASER)
https://www.youtube.com/watch?v=WBEhhKzYq5w
With its first-ever Super Bowl spot, the soap brand shows a man arriving at a utopian spring — Irish Spring, of course. But what secrets await?
Kia America | ‘Robo Dog’ (TEASER)
https://www.youtube.com/watch?v=ePlQPS9H69s
Even the most casual commercial fans know advertisers aren’t afraid to attract attention with cute dogs (see especially: Budweiser’s puppies). This year, Kia seems to be betting America will fall in love with a different kind of cute canine: “Robo Dog.”
Lay’s | ‘Golden Memories’ With Seth Rogen and Paul Rudd
https://www.youtube.com/watch?v=0KjatG0hqwE
As Seth Rogen prepares for a mysterious wedding, he reminisces with Paul Rudd over all the memories they’ve had together with Lay’s by their side: falling airplanes, creepy kidnapper stalkers, a turf war?
The chip company had already released a few scenes from the quick-moving montage ahead of time, including the chanting, stalker fan and a “behind-the-scenes” moment, which you can see below:
https://www.youtube.com/watch?v=pWc1hiuPhIQ
https://www.youtube.com/watch?v=Ylw1kiFjDfE
Michelob ULTRA | Peyton Manning, Steve Buscemi (TEASERS)
Peyton Manning hasn’t played an NFL game since January 2016, but the legendary quarterback appears to be gearing up for his debut in a new spot, and at the aptly named “Superior Bowl.” In a second teaser, actor Steve Buscemi shines shoes and tends the bar, which has just a single tap of Michelob. The “Toy Story” classic “You’ve Got a Friend in Me” blares in the background of both teasers — possibly suggesting a building bromance?
https://www.youtube.com/watch?v=vEeDCAj6WkI
Nissan USA: ‘Thrill Driver – Official Trailer’ (TEASER)
https://www.youtube.com/watch?v=6q1hCi3Zs_w
There are movie trailers for movies and commercials imitating movie trailers, but Nissan this year rolled out a movie trailer for its upcoming commercial. It’s already looking to be a quality cast, too, with Eugene Levy, Danai Gurira and Dave Bautista.
PepsiCo | ‘Road to Super Bowl LVI’ With Mannings, Jerome Bettis, Terry Bradshaw, Victor Cruz
Peyton and Eli Manning continue their decades-long brotherly bickering as they snack and sip ahead of the Super Bowl. When a few NFL friends show up looking to head to the stadium in Los Angeles, a rambunctious road trip begins.
Rakuten | ‘Evil Laugh’ With Hannah Waddingham (TEASER)
https://www.youtube.com/watch?v=7GvmxhNtuF8
Hannah Waddingham of “Ted Lasso” practices her most sinister cackle in this teaser for the cash back company — but you’ll have to tune in on gameday to “See who gets the last laugh,” this video says.
Sam’s Club | ‘VIP’ With Kevin Hart
https://www.youtube.com/watch?v=-scnlFAuAQM
There’s no more important person than Kevin Hart with Sam’s Club VIP, except perhaps every other fellow shopper. Good luck telling him that, though.
Enfamil | ‘Expected: February 13. Born: 6 Weeks Early.’
Enfamil says its ad, which was posted online weeks ahead of the game, won’t actually appear in the Super Bowl — but that’s the point. The formula and nutrients company created this video to highlight its effort in supporting babies born prematurely, including Mekhi Becton, a tackle for the New York Jets. As the narrator says, “we believe every kickoff should be great; even an early one.”
