On Sunday, the New England Patriots will take on the Los Angeles Rams to see who will hoist the Lombardi Trophy after Super Bowl LIII.
But for the many non-football fans who tune in for the game on Super Bowl Sunday, it also represents the best and funniest from the advertising world. The Super Bowl remains the most expensive ad buy on TV, with CBS getting between $5.1 and $5.3 million for 30-seconds of airtime, an individual with knowledge of the negotiations tells TheWrap.
Last year’s game cast ad buyers an average of $5.2 million for 30-seconds of airtime, according to data from ad-tracking firm Kantar Media. Overall, NBC brought in $482 million in ad time for last year’s coverage, which included pre- and post-game shows (for the game itself, NBC generated $408 million).
Below, TheWrap has rounded up every commercial, teaser or preview that will air during the Big Game:
“Dexter” star Michael C. Hall will star in “Skittles Commercial: The Broadway Musical,” which will be staged in front of a live audience at The Town Hall in New York on Feb. 3 at 1 p.m. EST.
So is it an actual Super Bowl commercial? Well, yes and no. The play is an actual advertisement for Skittles starring Hall, and it will take place on the same day as the game. But the musical itself is a real, one-time-only performance in lieu of an actual commercial during the game.
A Dalmatian, Bob Dylan and, of course, the famous Budweiser Clydesdales appear in the beverage-maker’s Super Bowl ad touting that it’s now brewed with 100 percent renewable electricity from wind power.
Lil Jon, Steve Carell and Cardi B will star in Pepsi’s Super Bowl, and they’re all asking the same question.
Christina Applegate gets locked out of her car at the grocery store and doesn’t appear too amused about it. You’ll have to watch the Super Bowl to find out what M&Ms’ role is here.
Mr. Peanut, Alex Rodriguez and Charlie Sheen: Unfortunately, it’s not a “Three Amigos” reboot, so this will have to do.
Now here’s a mashup we would’ve never expected. Jeff Bridges reprised his “The Big Lebowski” character, The Dude, to share a drink with Sarah Jessica Parker, reprising her own iconic role as Carrie Bradshaw from “Sex and the City.”
Chance the Rapper and The Backstreet Boys are teaming up for Doritos’ Super Bowl ad, where Chance remixes a very popular song from the boy band’s catalog.
Michelob ULTRA put out a pair of widely-different teasers for its Super Bowl ads. One features a robot and the other Zoe Kravitz in the quietest ad in history. We’re just as confused as you are.
Alexa… are you OK?
Speaking of Alexa… Amazon wants you to know there were some features of that didn’t make the cut, including a dog collar that Harrison Ford found very annoying.
Sarah Michelle Gellar stars in Olay’s first-ever Super Bowl ad that plays on her horror film chops in “I Know What You Did Last Summer” and “Scream 2.”
In recent years, the Super Bowl has been home to unknown brands looking to get in front of the massive audience that will watch the game. Expensify, a software company that develops an expense management system for personal and business use, has enlisted 2 Chainz and Adam Scott to talk about finance management.
We know next to nothing about what WeatherTech — who has become a Super Bowl mainstay in recent years — has planned for its Super Bowl ad. But the teaser has a dog, and that’s good enough for us.
We don’t know what Burger King is preparing to do for the fast food chain’s Super Bowl ad… we just know he’s spending a lot of time getting ready for it.
BON & VIV Spiked Seltzer
Anheuser-Busch’s alcoholic, sugar-free seltzer features two mermaids pitching their product to some literal sharks in this “Shark Tank” parody.
It’s only fair for the auto-maker to get an ad during the Super Bowl. After all, its name is on the host stadium. Ludacris and Lassie, among others, guest star in the ad touting the brand’s new A-Class model.
“The Handmaid’s Tale” (Hulu)
The drama likely won’t be the only big TV show to get a trailer during the Super Bowl (*cough* “Game of Thrones” *cough*), but Hulu teased a trailer for the upcoming third season.
The toothpaste brand enlisted Luke Wilson for its Super Bowl commercial and it appears he has some boundary issues.
Jason Bateman plays the world’s least-liked elevator doorman in Hyundai’s Super Bowl ad.
The Japanese auto-maker goes for the inspirational hook with its Super Bowl ad for the RAV4 hybrid, which stars Antoinette “Toni” Harris, current community college football player who dreams of being the first female to play in the NFL.
The tech company will tell the inspirational story of passionate young gamers rising to the top of their game with a little help from their friends, family and, of course, the Xbox Adaptive Controller.
Avocados From Mexico
The food maker usually has one of the most talked-about ads in every Super Bowl. This year should be no different, in what can only be described as The Reverse Dog Show.
The dating-app company will make its Super Bowl debut with an ad starring tennis legend Serena Williams. The 30-second spot is part of the company’s “The Ball is In Her Court” campaign.
Febreeze got NFL Hall of Famer Terrell Owens for their ad about party preparations. Well, more accurately, the ad is about the making of the Super Bowl ad. Ad-ception?
Super Bowl LIII airs Sunday, Feb. 3 at 6:30 p.m. ET/3:30 p.m. PT on CBS