With less than three hours before Super Bowl LI’s kickoff, brands are lined up to take the field in hopes their campaigns will have a lasting effect that will help them reach their advertising goals throughout the rest of 2017.
One of the first brands out of the gate was Intel, releasing its official 30-second Super Bowl spot on January 12. The ad, featuring NFL MVP Tom Brady, showcases Intel’s 360-degree replay technology — the same technology Fox will be using when it airs the game.
Since Intel released its ad, a number of other brands have launched either teaser ads or dropped their Official Super Bowl spots. To keep track of this year’s Super Bowl brands — from the advertisers releasing teaser ads to official spots and campaign details — we’ve built the following list, adding Super Bowl LI ad news as it became available.
Super Bowl LI Ads
84 Lumber
Teaser Ad:
Brand Category: Manufacturing Campaign: After getting its original ad pulled by Fox for being too controversial, the brand released a teaser ad and says it will be airing a reworked spot during halftime for its first appearance as Super Bowl brand. Buy: 90-second spot Agency: Brunner
Audi
Official Ad:
Brand Category: Automotive Campaign: Audi’s “Daughter” Super Bowl commercial tells the story of a father questioning how is daughter’s worth is defined as he watches her compete in a boxcar race. The brand has attached its Super Bowl campaign to pay equality programs for women in the workforce, in addition to external initiatives aimed at advancing educational, career and leadership opportunities for women. Buy: 60-second spot Agency: Venables Bell & Partners Official Campaign Hashtag: #DriveProgress
Avocados from Mexico
Official Ad
Teaser Ad:
Brand Category: Food & Beverage Campaign: Avocados from Mexico campaign includes actor Jon Lovitz in its “hypnotizing” teaser ad, telling viewers he will see us “… in the first quarter,” confirming the brand’s official spot will run during the first 15 minutes of the game. The brand’s website included an image that hints to actor Jeremy Piven making an appearance during its official Super Bowl spot. Agency: GSD&M Agency Official Campaign Hashtag: #AvoSecrets Recent Coverage: 5 more brands launch Super Bowl LI ads: Hyundai, Turbo Tax, Lexus, Avocados from Mexico & Mr. Clean
BAI
Teaser Ads:
A photo posted by Justin Timberlake (@justintimberlake) on Jan 26, 2017 at 9:08am PST
Brand Category: Food & Beverage Campaign: BAI will make its debut appearance as a Super Bowl advertiser with a campaign featuring Justin Timberlake as the brand’s “Chief Flavor Officer.” Buy: 30-second spot Official Campaign Hashtag: #DrinkBai
Bud Light
Extended Cut:
Brand Category: Food & Beverage Campaign: The brand will use its Super Bowl ad to introduce its new “Famous Among Friends” tagline. Bud Light is one of four Anheuser-Busch brands that will have a spot in the game. Buy: 60-second spot Agency: Wieden + Kennedy
Budweiser
Official Ad:
Brand Category: Food & Beverage Campaign: Budweiser’s “Born the Hard Way” tells the immigration story of the brand’s founder Adolphus Busch, who came to St. Louis, Missouri, from Germany. Buy: 60-second spot Agency: Anomaly Recent Coverage: Budweiser Super Bowl LI ad tells immigrant story of founder coming to America from Germany
Buick
Official Ad:
Teaser Ad:
Brand Category: Automotive Campaign: For Buick’s second consecutive year as a Super Bowl advertiser, the brand has recruited NFL quarterback Cam Newton and super model Miranda Kerr to star in its “Pee Wee” Super Bowl spot. The ad is scheduled to air during the first quarter of the game. Buy: 60-second spot Agency: Engage M1 Official Campaign Hashtag: #ThatsABuick
Busch Beer
Official Ad:
Brand Category: Food & Beverage Campaign: This is Busch Beer’s first time as a Super Bowl advertiser and one of four Anheuser-Busch brands that will have a spot in the game. The 30-second spot plays on the beer’s name. From the brand’s announcement on the campaign: “Busch will introduce itself to a new generation of beer drinkers, drawing on decades of equity as a brand that stays true to its name.” Buy: 30-second spot Agency: Deutsch Official Campaign Hashtag: #BUSCHHHHH
Febreeze
Official Ad (extended cut):
Teaser Ad:
Brand Category: CPG Campaign: Febreze’s Super Bowl campaign is an extension of a broader “Order Odes” campaign it launched this month. The brand launched its Super Bowl teaser ad — that includes a voiceover from actress Kathryn Hahn — on January 25 and will drop its official Super Bowl spot the Monday before the game on January 30. Buy: 30-second spot Agency: Grey New York Official Campaign Hashtag: #BathroomBreak
Fiji Water
Official Ad (extended Cut):
Brand Category: Food & Beverage Campaign: Fiji Water, one of two brands owned by The Wonderful Company to have a Super Bowl ad this year, will air a 15-second spot that is a shortened version of a 30-second ad it launched last year. Buy: 15-seconds Agency: Wonderful Agency (in-house agency)
Ford
Official Ad:
Brand Category: Automotive Campaign: Ford will air a 90-second Super Bowl ad during the commercial break between the official coin toss and kick-off. Buy: 90-second spot
GoDaddy
Official Ad:
Teaser Ads:
Brand Category: Technology Campaign: After sitting out for last year’s Super Bowl, GoDaddy will make its 12th appearance as a Super Bowl LI brand. The campaign will focus on brand’s latest product launch for GoCentral and include a 30-second spot to air during the game. Buy: 30-second spot Agency: Bullish Agency Official Campaign Hashtag: #TheInternet Recent Coverage: GoDaddy returns to Super Bowl with teaser ads riffing on viral cat videos & sneezing
Official Ad:
Brand Category: Technology Campaign: Google is using its Super Bowl ad to promote its home assistant device, the Google Home, a competitor to the Amazon Echo. Buy: 60-second spot Recent Coverage: Google Home to star in new Super Bowl LI commercial
Honda
Official Ad:
Teaser Ad:
Brand Category: Automotive Campaign: Honda has lined up a long list of stars for it’s Super Bowl spot promoting the 2017 Honda CR-V model. The ad includes voiceovers from Tina Fey, Robert Redford, Amy Adams, Earvin “Magic” Johnson, Steve Carell, Missy Elliot, Stan Lee, Jimmy Kimmel, Viola Davis and Fred Savage. Buy: 60-second spot Agency: RPA Official Campaign Hashtag: #PowerOfDreams
Hulu
Official Ad:
Brand Category: Entertainment Campaign: Hulu is using its first time as a Super Bowl advertiser to promote is new series “A Handmaid’s Tale” – a show based on Margaret Atwood’s dystopian novel of the same name. Buy: 30-second spot
Hyundai
Teaser Ads:
Brand Category: Automotive Campaign: Hyundai’s Super Bowl campaign includes a 90-second documentary that will be filmed in real time by actor and director Peter Berg. The spot will air during the first commercial break immediately following the close of the game. Buy: 90-seconds Agency: INNOCEAN Worldwide Recent Coverage: 5 more brands launch Super Bowl LI ads: Hyundai, Turbo Tax, Lexus, Avocados from Mexico & Mr. Clean
Intel
Official Ad:
Brand Category: Technology Campaign: Intel will use its 30-second spot, “Everyday Brady,” to showcase its 360-degree replay technology — the same technology Fox will use during the Super Bowl game broadcast. The campaign also includes a new “Be the Player” viewer experience, using the 360-degree replay technology to “freeze a moment” during the game so that it can be seen from the player’s viewpoint. Buy: 30-second spot Agency: McGarrey Bowen Recent Coverage: Intel’s Super Bowl LI ad turns NFL MVP Tom Brady’s daily routines into epic experiences
Kia Motors
Official Ad:
Teaser Ads:
Brand Category: Automotive Campaign: Kia Motors has recruited actress Melissa McCarthy for its Super Bowl campaign showcasing the automotive brand’s all-new 2017 Niro model. The brand says the teaser spots are the first components of its “multichannel marketing campaign” leading up to the 60-second Super Bowl spot Kia will air during the game. Buy: 60-second spot Agency: David & Goliath Official Campaign Hashtag: #SmarterWay Recent Coverage: Kia recruits Melissa McCarthy for Super Bowl LI campaign to launch the new Niro crossover SUV
King’s Hawaiian
Official Ad:
Brand Category: Food & Beverage Campaign: For the brand’s first appearance as a Super Bowl brand, it contracted Levitt Agency to create a spot produced by Mike Bigelow of Gartner. The ad will air during the fourth quarter of the game. Buy: 30-second spot Agency: Levit Agency
KFC
Official Ad:
Teaser Ads:
Brand Category: Restaurant Campaign: KFC will make its debut appearance as a Super Bowl brand airing a 15-second spot starring Rob Riggle and Billy Zane as two KFC Kentucky Colonels. In addition to the 15-second spot, the campaign will include three teaser ads to bee rolled out in the days leading up to the game. Buy: 15-second spot Recent Coverage: KFC bringing Colonels to Super Bowl LI for its 1st appearance as a Super Bowl brand
Lexus
Official Ad (extended cut):
Brand Category: Automotive Campaign: Lexus is using its Super Bowl campaign to introduce its new “flagship” vehicles, the Lexus LC 500 and the LC 500h. The brand dropped an extended 60-second cut of its official 30-second spot, “Man & Machine,” which features dancer Lil Buck performing to Sia’s “Move Your Body” and includes a voiceover by actress Minnie Driver. The spot was directed by Swedish film and music director Jonas Åkerlund. Buy: 30-second spot Agency: Team One Agency strong>Recent Coverage: 5 more brands launch Super Bowl LI ads: Hyundai, Turbo Tax, Lexus, Avocados from Mexico & Mr. Clean
LifeWTR
Official Ad:
Teaser Ad:
Brand Category: Food & Beverage Campaign: LifeWTR’s “Inspiration Drops” will be the PepsiCo brand’s first appearance as a super bowl advertiser. The ad was directed by Robert Stromberg – who oversaw art direction and special effects for films like “Avatar” and “Alice in Wonderland” – and includes music performed by John Legend. Buy: 60-second spot Official Campaign Hashtag: #MoreInspired
Mercedes-Benz
Official Ad:
Teaser Ads:
Campaign: For Mercedes-Benz fourth consecutive year as a Super Bowl brand, the car company has recruited the Coen brothers to direct its 60-second Super Bowl spot, in addition to the four teaser ads it released before the game. Brand Category: Automotive Buy: 60-second spot Agency: Merkley and Partners Official Campaign Hashtag: #EasyDriver
Mr. Clean
Official Ad:
Teaser Ad:
Brand Category: CPG Buy: 30-second spot Official Campaign Hashtag: #MrClean Recent Coverage: 5 more brands launch Super Bowl LI ads: Hyundai, Turbo Tax, Lexus, Avocados from Mexico & Mr. Clean
Michelin
Official Ad:
Brand Category: Automotive Campaign: For Michelin’s first Super Bowl ad, the brand is transitioning from it iconic “Michelin Man” character to a global message focused on the importance of bringing people together. The 30-second spot is scheduled to air during the first commercial break after kick-off. Buy: 30-second spot Agency: TBWA\Chiat\Day NY Official Campaign Hashtag: #BeThereMoments
Michelob Ultra
Official Ad:
Brand Category: Food & Beverage Campaign: One of four Anheuser-Busch brands to have a spot in the Super Bowl, Michelob Ultra’s ad is aimed at fitness enthusiasts and is set to the theme song from 80s sitcom classic “Cheers.” Buy: 30-second spot Agency: FSB Chicago Official Campaign Hashtag: #LiveULTRA
National Geographic
Official Ad:
Brand Category: Entertainment Campaign: For its first Super Bowl ad, National Geographic is promoting its new series “Genuis” starring actor Geoffrey Rush as Albert Einstein. The ad will air during the commercial break following the halftime show with Lady Gaga and will include a cameo by the singer, along with her hit “Bad Romance.” Buy: 45-second spot Agency: McCann New York
NFL
Official Ad:
Brand Category: Entertainment Campaign: For its official Super Bowl ad, the NFL is revisiting its Super Bowl Babies theme from the last year – this time featuring a line up of toddlers dressed as famous NFL coaches and players. The spot is scheduled to air during the commercial break before the third quarter. Buy: 30-second spot Agency: Grey New York Official Campaign Hashtag: #SuperBowlBabies
Nintendo
Official Ad:
Extended Cut:
Brand Category: Gaming Campaign: Nintendo is using its first appearance as a Super Bowl brand to promote the Nintendo Switch game system. The spot highlights a number of different Nintendo games being played on the Switch set to Imagine Dragons’ song “Believer.” Buy: 30-second spot Agency: Leo Burnett
Persil ProClean
Teaser Ad:
Brand Category: CPG Campaign: Persil ProClean is making its second consecutive appearance as a Super Bowl advertiser this year. In an announcement about the campaign, the brand’s VP of marketing, Janell Holas, said last year’s ad was instrumental in getting the Persil name recognized across the country. The teaser ad “Science Guy” includes the same The Professional character portrayed by actor Peter Hermann and hints at a cameo with Bill Nye the Science Guy. Agency: TWBA Official Campaign Hashtag: #ScienceOfClean
Skittles
Teaser Ad:
Brand Category: Candy Buy: 30-second spot Agency: Adam&EveDDB Official Campaign Hashtag: #TasteTheRainbow
Snickers
Teaser Ads:
Brand Category: Candy Campaign: For its sixth appearance as a Super Bowl brand (and third consecutive year at the game), Snickers’ campaign will feature actor Adam Driver. The brand will be airing a live ad during the game, and streaming live content on its Facebook page and the SnickersLive.com site (which currently points to Snickers’ YouTube channel) starting before during and after the game. Buy: 30-second spot Agency: BBDO New York Recent Coverage: Snickers releases 4 Super Bowl LI teaser ads & says official spot will be filmed live
Sprint
Official Ad:
Extended Cut
Brand Category: Telecom Campaign: Sprint’s 30-second Super Bowl spot takes a humorous angle, depicting a dad willing to fake his death to escape his mobile contract. The ad is scheduled to air during the second quarter of the game. Buy: 30-second spot Agency: Droga5
Squarespace
Official Ad:
Pre-game Ad (director’s cut):
Teaser Ads:
Brand Category: Technology Campaign: Squarespace will be airing two Super Bowl spots. The official ad is a 30-second spot to run during the game, in addition to a 60-second spot that will air during the pregame broadcast. The campaign features John Malkovich attempting to secure the domain JohnMalkovich.com for his menswear collection website — an actual e-commerce site that sells high-end men’s clothing designed by the actor. Buy: 30-second spot during game & 60-second pregame spot Agency: JohnXHannes New York
Tide
Teaser Ads:
Brand Category: CGP Campaign: Tide’s campaign features NFL star Rob Gronkowski and actor Jeffrey Tambor. The brand has released three teaser spots, with Tambor playing a customer at “The Gronk’s” dry cleaning service — all ending with the tagline, “A Better Way is Coming.” Agency: Saatchi & Saatchi
T-Mobile
Teaser Ads:
Some of you guessed it! It’s a ?!!! Yep – we’ve got a new Super Bowl spot! Get ready!! pic.twitter.com/J9H2BMve4i — John Legere (@JohnLegere) January 27, 2017
Here it is! Our new @TMobile #SuperBowl commercial, featuring @justinbieber, @terrellowens & @RobGronkowski!! #UnlimitedMoves pic.twitter.com/r06BKXBGmE — John Legere (@JohnLegere) February 2, 2017
Brand Category: Telecom Campaign: T-Mobile announced its Super Bowl LI campaign via a tweet from its CEO. Agency: Publicis Seattle
Top Games
Official Ad:
Extended Cut:
Brand Category: Gaming Campaign: Top Games has recruited actors Jeffrey Dean Morgan, Aaron Eckhart and Fan Bingbing to star in a cinematic-styled Super Bowl spot promoting its mobile game Evony: The King’s Return. The campaign will include a 30-second spot to air during the game, an extended two-minute long video, and eleven more ads to be released throughout the year. Buy: 30-second spot Agency: Butler, Shine, Stern & Partners
TurboTax
Teaser Ad:
Brand Category: Finance Campaign: TurboTax’s Super Bowl campaign will include a three-part ad series with its official 45-second Super Bowl spot to run during the first half of the game. The brand posted both a 30-second and a 45-second version of its “Humpty Fall” Super Bowl LI spot on its YouTube channel yesterday and debuted the 45-second spot during the AFC Championship game. Buy: 45-second spot Agency: Weiden+Kennedy and Grupo Gallegos Recent Coverage: 5 more brands launch Super Bowl LI ads: Hyundai, Turbo Tax, Lexus, Avocados from Mexico & Mr. Clean
Wargaming
Official Ads:
Brand Category: Gaming Campaign: For it’s debut appearance as a Super Bowl brand, Wargaming will be promoting its World of Tanks game with two back-to-back 15-second spots that will air between the first and second quarters of the game. Buy: 30-seconds to be divided into two 15-second spots Agency: Mekanism Official Campaign Hashtag: #TanksRule
WeatherTech
Official Ad
Teaser Ad:
Brand Category: Manufacturing Campaign: WeatherTech will make its fourth appearance as a Super Bowl advertiser. The spot will air during the fourth quarter of the game and, according to Ad Age, will focus on the the company’s factories and effort given to manufacturing the brand’s products. Buy: 30-second spot Agency: Pinnacle Advertising
Wendy’s
Official Ad:
Brand Category: Restaurant Campaign: AdWeek reports Wendy’s will air its first Super Bowl ad during this year’s game, a 30-second spot aimed at the misconception the restaurant serves frozen beef patties. The “Cold Storage” ad features Foreigner’s “Cold as Ice” hit from 1977 and points viewers to othr-guyz.com, a parody site featuring a fake restaurant that serves only frozen beef. The spot was produced by UNHEARD/OF and directed by Dan Brown. Buy: 30-second spot
Wix
Official Ad (extended cut)
Teaser Ad:
Brand Category: Technology Campaign: Wix was one of the first Super Bowl brands this year to launch its campaign. The brand released its first teaser ad simultaneously on Facebook and YouTube Live on January 17. The brand said it will have a series of teaser ads leading up to its official 30-second Super Bowl spot. Wix CMO Omer Shai says the campaign is “an ongoing narrative about Wix and our customers, and our message about always enabling our users in a world that is often disruptive so that they can be heroes.” Buy: 30-second spot Agency: Creative team of Andrea Janetos and Jeff Huggins Recent Coverage: Wix Super Bowl LI campaign comes out strong with Jason Statham & Gal Gadot throwing punches
Wonderful Pistachios
Official Ad:
Brand Category: Food & Beverage Campaign: After sitting out the last two years, the brand is returning to the Super Bowl with a 15-second spot to air during the first quarter of the game. Taking a humorous approach to good health and working out, the spot includes a voiceover from WWE star John Cena. Buy: 15-second spot Agency: Wonderful Agency (in-house agency) Official Campaign Hashtag: #GetCrackin
The following brands have confirmed Super Bowl LI ad buys, but have not released any teaser ads or shared official Super Bowl spots:
10 Haircare
H&R Block
Yellow Tail Wine
Marketing Land has also created a YouTube playlist where you can watch all the Super Bowl LI ads: 2017 Super Bowl LI #SB51 Ad Teasers & Commercials.
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