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Writer's pictureFahad H

Super Bowl 50 Advertisers: These Brands Are Ready To Play The Commercial Game


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

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.

Bud Light Super Bowl 50 image

Buy: 30-second spot

Agency: Wieden+Kennedy

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


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


Official Ad: Shown above.


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

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

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


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


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.


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


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

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

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


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

Skittles


Official Ad: Shown above.

skittle super bowl 50 teaser

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

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

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


T-Mobile



Official ad: Shown above.



Teaser ad: Shown above.

Brand Category: Telecommunications

Buy: Two 30-second spots

Official Campaign Hashtag: #YouGotCarriered

Taco Bell



Teaser Ads: Shown above.

Taco Bell release

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

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.









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


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

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