More than 20 advertisers have confirmed they will be making an appearance during Super Bowl LII on Sunday night. According to a recent Sports Illustrated report, this year’s Super Bowl brands will be spending, on average, over $5 million for a 30-second spot during the game.
On top of the $5 million ad buy, there are still creative costs involved with making the ad (or ads) and the supporting campaigns to drive online views and engagement.
“We predict that Super Bowl LII will have the most online activity going on concurrently with the game in Super Bowl history,” says CEO of Instart Logic, Manav Mital. The digital management platform commissioned an online survey of more than 1,000 US adults and found nearly half of the people who plan to watch the Super Bowl will be going online during the game to watch the ads.
To extend the life of their Super Bowl campaigns, many brands routinely drop teaser ads in anticipation of their game day spots, and several this year — including Budweiser, Febreze, Groupon and M&Ms — already have dropped their official Super Bowl LII commercials.
The brands making a return
Along with its Budweiser and Bud Light brands, Anheuser-Busch is bringing back Michelob ULTRA and Stella Artois and has released the official game day ads for both. The Stella Artois spot is a combined campaign with the nonprofit Water.org, and features Water.org’s co-founder, Matt Damon.
Avocados from Mexico and Amazon will also be back this year. Amazon has two campaigns planned: one for its Echo devices and one for Amazon Prime. The Prime spot is a trailer for the Amazon original film, “Tom Clancy’s Jack Ryan,” starring Jim Krasinski. The Amazon Echo campaign currently has six teaser ads, one with a cameo from Amazon CEO Jeff Bezos.
After sitting out last year, Doritos is back and has paired up with Mountain Dew. The Doritos-Mountain Dew campaign includes an all-star lineup with Peter Dinklage, Morgan Freeman, Missy Elliot and Busta Rhymes, and the official spot has already been released (along with two teaser ads).
Of the 15 brands that were debut Super Bowl advertisers in 2017, two have announced they are returning this year: Hulu and Febreze. Last year, Hulu used the ad buy to promote its original series “The Handmaid’s Tale,” but it hasn’t dropped any teaser ads for this year’s spot yet.
Unlike Hulu, Febreze has released both a teaser ad and its official Super Bowl commercial.
The First Timers Club
Pringles, a first-time Super Bowl advertiser this year, has released its official ad, and a series of teaser ads, starring actor and SNL alum Bill Hader.
Also, for the first time, Kraft is buying a Super Bowl ad to promote its family of brands which will build on its #FamilyGreatly campaign launched last year. As part of the campaign, Kraft is asking people to upload photos of their families starting at 6:00 a.m. ET on Super Bowl Sunday for a chance to be featured in the spot it plans to air during the game.
With four days to go until game day, we’ve pulled together all the teaser ads and official commercials we could find for Super Bowl LII.
The Big List of Super Bowl LII Ads
Amazon Alexa
Official Commercial
Teaser Ads
Amazon Prime
Official Commercial
Avocados from Mexico
Official Commercial
Teaser Ad
Bud Light
Official Commercial
Budweiser
Official Commercial
Coca-Cola
Official Commercial
Doritos and Mountain Dew
Official Commercial
Teaser Ads
E*TRADE
Teaser Ads
Febreze
Official Commercial
Teaser Ad
Groupon
Official Commercial
Hulu
Official Commercial
Hyundai
Official Commercial
Teaser Ad
Intuit
Teaser Ad
Kia
Teaser Ad
Kraft
Teaser Ad
Lexus
Official Commercial
M&Ms
Official Commercial
Teaser Ads
Michelob ULTRA
Official Commercial
NBC Sports
Official Commercials
Pringles
Official Commercial
Teaser Ads
Sprint
Official Commercial
Teaser Ads
Squarespace
Teaser Ads
Stella Artois and Water.org
Official Commercial
Tide
Teaser Ads
Toyota
Official Commercials
Universal Orlando Resort
Official Commercial
WeatherTech
Official Commercial
Teaser Ad
Wendy’s
Official Commercial
Wix
Official Commercial
According to iSpot.tv, an analytics platform that tracks online engagement for nationally aired television commercials, the most-watched Super Bowl spots online as of January 30 were Budweiser’s “Stand By You,” Doritos and Mountain Dew’s “Tongue Twister” and Amazon Echo’s teaser ad, “Did Alexa Lose Her Voice?”
Interestingly, the most watched pregame spot per iSpot.tv’s data on January 30 belonged to Tourism Australia, a brand that has not confirmed whether or not it is a Super Bowl LII advertiser — or even if the ad belongs to them. According to a story from Media Post from the same day, Tourism Australia had not taken credit for a campaign comprising four teaser ads that features multiple film stars, including Chris Hemsworth, Hugh Jackman and Margot Robbie — all from Australia.
The spots are filmed to look like movie trailers for a Crocodile Dundee sequel called “Dundee: The Son of a Legend Returns Home” — a film Media Post claims isn’t a film at all, but instead, “…a stealth Super Bowl ad campaign.”
Amobee, a digital analytics platform that is tracking online engagement for this year’s Super Bowl brands, correlates iSpot.tv’s findings that Budweiser was in the lead when looking at confirmed Super Bowl LII brands that had already released official Super Bowl spots online.
Amobee’s data goes beyond online video views, measuring the Super Bowl brands people are “…seeing, reading, interacting and engaging with online.” According to data it pulled between January 1 through 21, the top five Super Bowl LII brands as of January 30 were Pepsi, Bud Light, Budweiser, Coke and Groupon.
Of the top five Super Bowl brands ranked by Amobee, only two — Budweiser and Groupon — had released their official Super Bowl spots four days out from the game.
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