The flood of gameday ads has officially begun for Super Bowl LX, ensuring we’ll be entertained by what happens on the field between the Seahawks and Patriots and during commercial breaks. When you turn on your TV (or phone) this Sunday and lay out your food spread, be ready for all the brands cranking up their campaigns.
Don’t feel like it’s too early to start watching Super Bowl ads, because we’ve gathered a small roundup for you — including those featuring artificial intelligence. While some of these are full-length commercials meant to make you laugh, feel inspired or bet on something, some are short teasers that will pique your curiosity (hey there, Jigglypuff). We expect more movie trailers to drop, too (a new Michael trailer is out, but it’s not a big game tease), so stay tuned.
Pokemon, Ken, liquor, movies, snacks and more are in this batch, and the list will keep growing as we approach Feb. 8.
Scream 7
It’s the return of Sidney Prescott, Ghostface and a fan theory about Stu with this new flame-filled big game trailer that makes Sidney’s daughter a target. The film arrives in theaters Feb. 27.
Anthropic throws shade at AI competition
We’ve covered how this Claude ad from Anthropic takes shots at OpenAI and its plans to test out ads, but Dr. Dre’s What’s The Difference playing in the background kind of nails the message’s tone, in case it wasn’t clear.
Uber Eats: Matthew McConaughey annoys Bradley Cooper
Uber Eats is back for this year’s Super Bowl LX ad run, and Eagles fan Bradley Cooper is not trying to hear what Matthew McConaughey has to say about… food. Will they come to blows? Check out Jerry Rice, Parker Posey and a few other celeb cameos.
Pepsi nabs a polar bear
We’ve seen polar bears working as mascots for years for one particular cola brand, but Pepsi’s blind taste test for this bear has it feeling disloyal.
Super freaky Svedka Vodka
Vodka brand Svedka has used robots in its ads before, but the company hits a couple of firsts with this commercial, which is soundtracked by Rick James’ Super Freak. It’s the first time a vodka ad has rolled out during the Super Bowl in 30 years, and it’s the first brand to use mostly AI to create its ad.
Pokemon’s big anniversary
Who’s hitting the big 3-0? Pokemon! In honor of the franchise turning 30, the company is dropping a new Super Bowl ad to jumpstart a year-long celebration. Jigglypuff is the only star in this teaser, but don’t be surprised if you catch more Pokemon in Sunday’s full ad.
Be a hero with Ring
Ring reminds us that pets are truly family with its tender new ad that showcases its Search Party feature. AI tech to help find and reunite lost pets? Sounds like a win.
Ken travels solo with Expedia
No, Barbie isn’t tagging along with Ken on his jet-setting travel adventures. But he does have Expedia every step of the way in this gameday spot that may be one of our favorites this year. Go, Ken!
Toyota’s superhero belt
Not all commercials are made to be chaotic or cameo-filled surprises, and Toyota’s spot marries nostalgia, family and charm in this tender ad for the RAV4.
Kinder Bueno brings babies and merciful aliens together
Actor William Fichtner commands a space center in this Kinder Bueno ad with intergalactic travel, astronaut babies and cute little aliens that spare the planet for one reason.
Instacart in its disco era
Instacart recruited Ben Stiller and Benson Boone as disco-loving performers for a series of Super Bowl commercials to introduce its new app feature: Pick bananas the way you like them. Look out for these harmonizing brothers to drop another fresh ad during the big game.
Liquid I.V. and EJAE of KPop Demon Hunters
Singer EJAE goes a cappella with a version of Against All Odds in this Liquid I.V. teaser dubbed as a Tiny Vanity Concert. Who can’t relate to singing in front of a mirror? The full ad will go live for game week.
Squarespace doesn’t want you to lose it
A laptop doesn’t stand a chance against Emma Stone in the Squarespace spot titled «Unavailable.» Stone and Yorgos Lanthimos team up in this black-and-white ad directed by Lanthimos where the actor destroys a few laptops over the domain name emmastone.com being unavailable.
Pringles x Sabrina Carpenter
Will fans get an original song to go along with Sabrina Carpenter’s game of pluck the Pringles rose? This teaser doesn’t guarantee it, so you’ll have to tune in for the Super Bowl to see.
Budweiser rings in a milestone
The beer brand gets sentimental in celebration of its 150th anniversary this year, and this ad features a Budweiser horse mascot taking flight. (No, that’s not Pegasus.)
Tree Hut
Tree Hut is known for its sugar scrubs and other body care products, and this goopy ad redefines what a smear campaign can look like.
Hims on rich people
Opening with a few lines and images about rich people and health care, this Super Bowl ad from Hims — narrated by Common — asks you to consider your own wellness.
Grubhub teases money… and food
Grubhub has delivered on its promise to «put their mouth where their money is» — and it’s not just about the food. Listen to what George Clooney has to say.
Fanatics Sportsbook and Kardashian Kurse
OK, technically Kendall Jenner isn’t a Kardashian, but you get the drift — and the rumors — with this cheeky Super Bowl ad from Fanatics Sportsbook, a sports betting platform.
Oikos powers you up
Kathryn Hahn impressively pushes a trolley uphill in this Oikos ad that also features Derrick Henry.
Michelob Ultra and Kurt Russell’s wisdom
Ante up for Kurt Russell and Lewis Pullman hitting the slopes in the newest Michelob Ultra big game spot, which also features two Olympians: T.J. Oshie and Chloe Kim.
Nerds hang with Andy Cohen
It might be weird seeing Andy Cohen outside of his Bravo hosting duties and trading banter with Real Housewives of any city, but here he is. Nerds Candy suit up and hit the red carpet with Cohen in this SB spot.
Bud Light keg roll
In this commercial, wedding attendees go after a Bud Light keg in a slow-motion scramble set to Whitney Houston’s I Will Always Love You. It’s Post Malone, Shane Gillis and Peyton Manning versus a particularly steep hill.
Universal Orlando Resort wants to change everything
Through the lens of four different visitors (and ads), the theme park is launching a campaign called This Changes Everything to encourage guests to take «transformative» vacations. You can follow one family in this «Lil’ Bro» Super Bowl spot.
Chris Stapleton and Traveller Whiskey make a moment
The singer strikes a chord in this whiskey ad, recalling Stapleton’s past Super Bowl performance when he was tapped to sing the National Anthem.
Too salty to party with Ritz?
This spot transports viewers to Ritz Island, but this isn’t a reference to the popular reality franchise, Love Island (as far as we can tell). Jon Hamm and Bowen Yang observe a party — and tantalizing Ritz crackers — from afar. They end up joining the function with a bit of help from Scarlett Johansson.
