Super Bowl Sunday is upon us, and companies have been saving their best for what’s still considered the biggest advertising day of the year. Commercials for Super Bowl LVIII reportedly have an average cost of $7 million per 30 seconds of airtime — up 75% from roughly $4 million a decade ago.
If you watch the Super Bowl for the commercials, you no longer have to wait until the big game to see what many companies have in store. Some advertisers have made it a habit of releasing their spots a few days early in hopes of capitalizing on the buzz as kickoff nears.
So far, some of our star-studded favorites include Jennifer Aniston being unable to remember “Friends” co-star David Schwimmer while ordering Uber Eats, Tom Brady getting blacklisted by BetMGM, and “almost champions” Dan Marino and Scarlett Johansson seeking comfort from M&Ms while looking back on their respective losses. Of course, Budweiser’s iconic Clydesdales also make an appearance.
From the humorous to the heartwarming, here’s a sneak peek at some of the Super Bowl’s buzziest ads.
Uber Eats
When someone tells Jennifer Aniston they didn’t know you could order more than food on Uber Eats, she tells them, “In order to remember something, you gotta forget something else.” This leads to an awkward interaction in which she can’t seem to place her former “Friends” co-star David Schwimmer. Meanwhile, “Posh Spice” Victoria Beckham can’t remember the name of her former girl group, while country star Jelly Roll doesn’t recall getting his many face tattoos.
Doritos Dinamita
The grandmothers of “Wednesday” star Jenna Ortega, Dina and Mita, go on the attack after “Top Gun: Maverick” actor Danny Ramirez takes the last bag of Doritos Dinamita from the grocery store. “It’s not ‘dynamite,’ it’s ‘Dinamita,’ ” is sure to be one of the more memorable lines from this year’s ads.
Paramount+
On Paramount Mountain, Sir Patrick Stewart still has his old football uniform, and he’s only got one play on his wristband: “Throw the Child.” In this case, the child happens to be Arnold from Nickelodeon cartoon “Hey Arnold!” with his football-shaped head.
The commercial also includes Miami Dolphins quarterback Tua Tagovailoa, “Survivor” host Jeff Probst, Master Chief from “Halo” and cartoon Peppa Pig, among other stars and characters — highlighting the streamer’s wide range of viewing options.
Coors Light
The Coors Light “Chill Train” is back, and makes a Kool-Aid Man-like entrance through the wall of a family’s living room. But when they see it’s LL Cool J who’s driving, they can’t be mad. Besides, he’s “got a guy who can fix this.”
Oreo
Oreo’s first Super Bowl ad since 2013 takes an alternate look at decisions that have shaped history, from the famed Trojan horse entering the city of Troy to Kris Jenner signing the first-ever contract for “Keeping up With the Kardashians.” Have people really been “twisting on everything this whole time?”
Google Pixel 8
In one of the more heartfelt commercials of the year, Google follows a blind man named Javier as he uses the “Guided Frame” feature on the Pixel 8 to capture significant moments throughout his life. When you hear the beeping of a heart monitor, just make sure there’s Kleenex nearby.
Bud Light
Everyone’s wildest dreams instantly come true in a Bud Light commercial that appears to pitch the product as some type of magical genie. Did Post Malone really wish for a T-Rex? It seems like the wishes in this one could’ve been better.
Dove
Dove uses a 30-second spot to champion its Body Confident Sport program, which aims to make the world of sports a more empowering place for young girls. As they note in the ad, “45% of girls quit sports by age 14,” but it’s not due to the hard knocks.
Booking.com
Tina Fey has so many possibilities when it comes to planning travel through Booking.com that she’s forced to hire body doubles to help her be every type of Tina Fey she wants to be. Among them, her “30 Rock” co-star Jane Krakowski stays at a swanky hotel as “Splurgy Tina,” while Glenn Close as “Wild Tina” rides her horse around a Texas farm.
BetMGM
Sorry, Tom Brady! In the latest commercial for the BetMGM online sportsbook, the G.O.A.T. has won way too much and is therefore not allowed to keep winning. But good news for everyone else who isn’t Tom Brady — if you love sports betting, you’re in.
Volkswagen of America
Neal Diamond’s 1971 hit “I Am … I Said” is the soundtrack to a Volkswagen of America ad, commemorating the company’s 75 years in the U.S. The full two-minute lookback, titled “An American Love Story,” will be cut down to a 60-second version during the Super Bowl.
BIC Lighters
Willie Nelson has apparently stolen Snoop Dogg’s lighter in a commercial for BIC’s EZ Reach. Snoop’s buddy Martha Stewart is also there, but she’s not getting in the middle of it. Nelson claims he needs the BIC to light floating candles and get his outdoor grill going, but we’re sure we all know what he really wants it for.
E*TRADE
Would it even be a Super Bowl without a commercial starring the E*TRADE babies? These dynamic toddlers made their Super Bowl debut in 2008, but this time — like many others in recent years — they’ve gotten in on the game of pickleball.
Popeyes
Popeyes finally has chicken wings! Isn’t that the first thing you’d want to hear after being unfrozen from a cryogenic slumber? For actor and comedian Ken Jeong, the world’s a whole new place — but the wings are by far the greatest development.
BMW
As Christopher Walken travels around town in his electric BMW, he finds himself surrounded by people attempting to mimic his oft-imitated pattern of speech, including “Emily in Paris” star Ashley Park. Can the 80-year-old just enjoy his lunch in peace!? Turns out, yes — once Usher, this year’s Super Bowl halftime headliner, realizes he’s late for something.
Hellmann’s Mayo
In an ad for Hellmann’s, former “SNL” star Kate McKinnon discovers her cat can talk — or at least can say one word, “may-ow,” which catapults the feline to celebrity status. “Mayo Cat” becomes so famous that she even dates (and dumps) Pete Davidson.
Mountain Dew Baja Blast
Wherever she is, whatever she’s doing, Aubrey Plaza always looks like she’s having a blast… right? That’s the joke in an ad for Mountain Dew Baja Blast that reunites “America’s sweetheart” with her “Parks and Rec” co-star Nick Offerman.
Michelob Ultra
Making his Super Bowl ad debut, soccer phenom Lionel Messi shows off his skills and love of Michelob Ultra. The Inter Miami forward is later joined by “Ted Lasso” star Jason Sudeikis and NFL Hall of Famer Dan Marino.
M&Ms
Speaking of Dan Marino, the former Dolphins quarterback appears in yet another ad during the Super Bowl — this one for M&Ms alongside actress Scarlett Johansson. The two discuss their love of the comfort candy while poking fun at their “almost champion” status, from her two Academy Award losses (“in the same year!” as the Red M&M notes) to Marino’s failure to bring home a Super Bowl ring.
Buffalo Bills’ Bruce Smith and wide receiver Terrell Owens, who have similarly never won a Super Bowl, also pop up in the spot.
Budweiser
Budweiser taps into our sense of nostalgia, bringing back their famous Clydesdales for another Super Bowl appearance. In a wintery ad, a snowstorm threatens beer dropoff to a small-town bar, but a determined deliveryman, a team of horses and a Labrador retriever help save the day.
