Super Bowl LVII Pregame Ad Scoreboard

Welcome to The Drum’s Super Bowl LVII ad scoreboard, where we will track all of the brand action leading up to February 12. Check back here for updates.

Anheuser-Busch

Anheuser-Busch will return to Super Bowl with four spots for its leading portfolio brands Budweiser, Bud Light, Michelob Ultra and Busch Light, totaling three minutes of national air time. However, AB’s brands will not be alone; they will be sharing the limelight with other alcoholic brands for the first time since 1988 after?it gave up its exclusive advertising rights?this year.

Avocados from Mexico

Produced by Dallas-based ad agency LERMA/ , the ad will support the brand’s new campaign designed to celebrate how Avocados From Mexico make everything better, and it will air during the largest consumption period of avocados during the year.

The brand initially had plans to use AI chatbot ChatGPT in its Super Bowl campaign, however as of Feb. 3, the brand has decided to nix those plans.

Booking.com

Booking.com is bringing its second-ever in-game ad to the Super Bowl’s fourth quarter: a 30-second spot starring Melissa McCarthy.?The spot, produced by Canadian agency Zulu Alpha Kilo , will continue the brand‘s ‘Booking.yeah’ campaign.

Crown Royal

Liquor giant Diageo will make its Super Bowl debut with a 60-second spot for Crown Royal whiskey featuring Dave Grohl.?The campaign was developed by Anomaly and directed by HBO Voyeur Project director Jake Scott.

Dexcom

Glucose monitoring brand Dexcom is returning to the Super Bowl this year with a spot starring singer and Type 1 diabetic, Nick Jonas.?The campaign was created by the agency Marcus Thomas LLC .

Doritos

Rock & Roll Hall of Famer Elton John and rapper Jack Harlow will show off their triangle-playing chops in Doritos‘ Super Bowl LVII spot, ‘Jack‘s new angle.' Three teaser clips from the Frito-Lay brand revealed that?big-league rappers Jack Harlow and Missy Elliott would star in its Super Bowl spot.

Downy

On February 6, 宝洁 brand Downy released its Super Bowl spot, which reveals Danny McBride as the mystery man under the sweatshirt.?The campaign, which is slated to run right before halftime, was ideated and developed by Woven Collaborative and 盛世长城 .

DraftKings

Sports betting and fantasy platform DraftKings Inc. is launching its third big game campaign with a 30-second spot starring comedian Kevin Hart. Hart’s newly formed production company HARTBEAT produced the spot.

E.l.f. Cosmetics

Cruelty-free beauty brand Elf Cosmetics will make its television debut with a 30-second spot featuring Jennifer Coolidge of The White Lotus and A Cinderella Story. The script was co-written by SHADOW and award-winning filmmaker Mike White, also known for his work on The White Lotus.?

E*Trade

Online brokerage E*TRADE from Morgan Stanley will make its third Super Bowl appearance during the first quarter with a 30-second spot produced by its longtime creative agency, MullenLowe Global .

FanDuel

Online sports betting platform FanDuel is taking a gamble of its own by announcing its Super Bowl ad debut: ‘Kick of Destiny.’?The campaign, ideated and developed by 韦柯广告 New York, features Super Bowl champion and five-time NFL pro-bowler, Rob Gronkowski (or as fans know him, Gronk).?

Google

谷歌 plans to air a star-studded spot with Team Pixel athlete and NBA All-Star Giannis Antetokoumnpo, pop star Doja Cat and actress Amy Schumer.

Heineken

According to 喜力 officials, the brand will stand out in the game as the first non-alcoholic adult beverage to run a Super Bowl ad. The spot, which is slated to run in the game’s first half, was co-produced by Marvel Studios ’ partnerships team, Heineken 0.0, 阳狮广告 agency Le Pub and production company Magnetic Field .

Hellmann’s

Like last year’s spot, 联合利华 brand Hellmann’s new ad will focus on tackling food waste. It was also created by Wunderman Thompson , the agency behind the brand’s in-game spots for the last two years.

Jersey Mike’s

On Feb. 6, Jersey Mike's Subs released a teaser spot for its Super Bowl LVII campaign starring New Jersey native Danny Devito. The campaign was produced by the independent Chicago-based agency, Highdive .

Kia

Kia Motors 14th Super Bowl ad will take audiences on a multi-screen adventure. The spot, which debuted on the TODAY Show on Feb. 9, follows a new character called ’Binky Dad,’ who saves the day in his new, all-wheel drive Telluride X-Pro SUV.

Limit Break

Web3 game developer Limit Break is airing a 30-second Super Bowl ad that will give away 10,000 NFTs.

Molson Coors

Molson Coors Beverage Company Coors plans to keep fans guessing whether Coors Light or Miller Lite will star in its first Super Bowl ad in 30 years.?The brand’s agency of record, Droga5 , filmed several different endings, and not even Molson Coors’ CEO knows which one will air during the game’s first half.

M&M’s

After the 玛氏食品 -owned brand faced backlash about its green and purple candies,?the brand brought on Emmy-winning actress Maya Rudolph may take the place of its legendary ‘spokescandies,’ which have been around since 1954.

The spot, produced by BBDO New York , will air during the third commercial break in the second quarter of Super Bowl LVII.

Netflix & General Motors

Streaming giant? Netflix and 通用汽车 have teamed up on a 60-second ad, campaign fronted by actor Will Ferrell.?The spot, titled ‘EVs on Screen,‘ heralds a recent partnership between the two brands, which will facilitate EV appearances in a number of original Netflix shows and films.

NFL

On January 27, the league released two teaser clips for its 90-second in-game ad produced by 72andSunny . In the first, entitled ’Housekeeping,’ Cam Heyward of the Steelers and Aidan Hutchinson of the Lions pose as bellhops.

In ’It’s all about the sauce,’ the Rams’ Jalen Ramsey and the Jets’ Sauce Gardner play security guards who snack on fries and sauce in a dune buggy. The spot will air after the Apple Music Super Bowl LVII Halftime Show.

Oikos

The 达能 brand Oikos is returning to the Super Bowl for its fourth year with an ad starring former NFL star and coach Deion Sanders and his family. In the ad, titled ’Family reunion,’ a family picnic turns into an epic cross-generational competition that simultaneously promotes the health benefits of Greek yogurt.

PepsiCo

百事 ’s first Super Bowl campaign in three years promotes its new-and-improved Pepsi Zero Sugar in two 60-second spots, one starring Steve Martin and another starring Ben Stiller.

Planters

Hormel Foods snack brand Planters has unveiled its 30-second spot that will see its mascot, Mr. Peanut, obliterated on stage by “Roastmaster General” Jeff Ross, Natasha Leggero and a panel of other comedians.

The campaign, developed by VaynerMedia , will bring back the legendary legume, who in previous campaigns, died and came back as "Baby Nut."

PopCorners

Frito-Lay Lay’s popped-corn brand PopCorners has revived not one but two beloved characters from Breaking Bad in its first-ever Super Bowl ad: Walter White and Jesse Pinkman, each played by the actors in the show, Bryan Cranston and Aaron Paul.?

Pringles

Pringles will make its sixth consecutive ad appearance in the Super Bowl this year with a 48-second spot featuring Meghan Trainor. The campaign, produced by 葛瑞集团 , will mark the first time the Kellogg Company ’s owned snack brand has enlisted a celebrity in an ad in five years.

Rakuten

E-commerce company Rakuten will return to Super Bowl screens this February with none other than actress Alicia Silverstone, who will revive her role as Cher in the 1995 cult classic, Clueless.

Rémy Cointreau

Rémy Cointreau is returning to the Super Bowl for a third consecutive year following a recent rise in popularity. However, this time around, the cognac house is highlighting Rémy Martin in the big game for the first time. The 60-second spot, created by independent agency FRED & FARID , is set to run during the first quarter of the game.?

Skechers

Skechers ’ Super Bowl LVII spot will bring on two icons, Snoop Dogg and Martha Stewart for its campaign promoting Skechers Slip-Ins, according to a teaser spot released by the shoe brand on February 8.

Squarespace

Website building platform Squarespace will run its ninth Super Bowl campaign this year: ‘The Singularity,’ starring Adam Driver, and only Adam Driver.

T-Mobile

Mobile carrier T-Mobile is making its 10th appearance in the Super Bowl with a spot that revives Grease with John Travolta.?In the ad, titled ‘New year, new neighbor,’ Scrubs co-stars Zach Braff and Donald Faison tell the Grease star about T-Mobile's Home Internet to the tune of Summer Nights.

Tubi

This February, Tubi will debut its first-ever Super Bowl campaign developed by its new agency of record, Mischief @ No Fixed Address . Comprising three spots, campaign content will air during the first quarter, halftime block and fourth quarter of the game.

TurboTax

The Super Bowl isn’t the only national event around the corner – lest we forget, tax season starts in late January. To commemorate both moments, Intuit 's assisted tax platform TurboTax launched ’Come to TurboTax,’ a campaign comprising seven short films that culminates in the 45-second Super Bowl spot, ’Dancer.’

Uber

Ride-sharing service Uber is teaming up with legendary hip-hop mogul and record producer Sean ‘Diddy’ Combs, Montell Jordan, Kelis, Donna Lewis, Haddaway and Ylvis for its third consecutive Super Bowl appearance.

Warner Bros. Discovery

Warner Bros. Discovery will make its return to the big game after a 17-year absence to premiere a trailer for The Flash – a feature film based on the superhero television series, according to The Wrap.

Workday

Workday promises to put on a memorable show for its Super Bowl advertising debut. On February 6, the enterprise software company leaked its official big game spot, ’Rock Star,’ which features five rock icons: Gary Clark Jr., Billy Idol, Joan Jett, Ozzy Osbourne and Paul Stanley.

The spot will air during the third quarter of the game. It was produced by 奥美 and directed by Jim Jenkins.

Brands sitting out:

BMW, Coca-Cola, Meta, Taco Bell, Toyota, Vroom