More than 100 million viewers are expected to watch Super Bowl 58 on February 11 as the Kansas City Chiefs take on the San Francisco 49ers at Allegiant Stadium in Las Vegas. But with speculation of Taylor Swift showing up to cheer on her boyfriend, Chiefs’ tight end Travis Kelce, a new record could be set.
Super Bowl 57 was the most-watched U.S. telecast in history, according to Nielsen, with over 115 million viewers. This means television commercials will likely be top of mind again, with a third of American households tuning in.
About 70 ads were broadcast over 40 minutes during the Big Game last year. At $7 million for a 30-second spot, brands went big with embracing a glossy tech future, supercharged with AI. From achieving The Singularity with Adam Driver clones to a cat hilariously erasing dogs with Google’s Magic Eraser, it was quite a spectacle.
A quick review of this year’s ads shows the ChatGPT-craze might finally be quieting down. As of Jan. 31, Volkswagen’s ad makes no mention of the AI car chat hyped at CES. And Etsy’s ad promoting its AI-powered Gift Mode is hush on the tech.
What’s going on? Has the generative AI hype cycle run its course?
UPDATED: Maybe, maybe not. On Feb. 7, Microsoft jumped into the game with an ad introducing “Copilot: Your everyday AI companion.” But on Feb. 2, Google released its AI ad sans the Gemini chatbot and Bodyarmor posted a spot making fun of glitchy AI fakes. Despite announcing its AI shopping companion Rufus on Feb. 1, Amazon hasn’t announced an ad, nor have any of the AI startup unicorns. So whether the message of this Super Bowl will remain strictly human remains to be seen.
Below are more than 50 ads announced so far. Apartments.com, Budweiser, Doritos, State Farm, Squarespace and United Airlines have cinematic features planned. DoorDash, e.l.f. Cosmetics, Hellmann’s, Mountain Dew and Starry are going for hilarity. Kawasaki is showing off an epic ride.
The game airs February 11 at 3:30 p.m. PT, 6:30 p.m. ET on CBS, Paramount+ and Nickelodeon, which is offering a kid-friendly broadcast. Reba McEntire will perform the National Anthem, Post Malone will sing America the Beautiful and Usher will headline the Apple Music Halftime Show. Puppy Bowl is expected to air on Animal Planet, Discovery Channel, TBS and HBO Max at 11 a.m. PT/2 p.m. ET.
Here are the ads.
Anthropic
UPDATED: Feb. 11 reveal, AI startup unicorn Anthropic ran two halftime 5-second text ad in the San Francisco-market for its chatbot Claude.
Apartments.com
Jurassic Park’s Jeff Goldblum stars in a wicked sci-fi thriller, according to iSpotTV.
BetMGM
The sports betting app is doing its first Super Bowl commercial with a little help from Wedding Crashers’ Vince Vaughn, NFL star Tom Brady and hockey legend Wayne Gretzky.
BMW
Luxury carmaker BMW returns with a 60-second spot after sitting out 2023.
UPDATED: Released Feb. 5, the EV ad stars Christopher Walken with cameos by Usher and Emily in Paris’ Ashley Park.
Bodyarmour
UPDATED: Feb 5 reveal with its “Field of Fake” sports celebrity stunts is an ode to generative AI.
Booking.com
UPDATED: Feb 2 reveal, Tina Fey is joined by Glenn Close and friends who show her all the Tina Feys she can be on a Booking.com adventure.
Bud Light
UPDATED: Released Feb. 6, the Bud Light genie grants the most extreme wishes starring Post Malone and Peyton Manning.
Budweiser
UPDATED Jan. 31: Budweiser has brought back its 2014 puppy, now all grown up, in this heartwarming spot about grit and resilience. The ad shows the Clydesdales galloping through snow country to rescue someone in need. Meant to be a celebration of the American spirit, the beloved horses will also be making an appearance on the Sphere’s exosphere starting Feb. 5.
CeraVe
UPDATED: Feb. 6 reveal, Michael Cera becomes spokesperson for moisturizer, CeraVe.
Coors Light
UPDATED: Released Feb 5, LL Cool J is the conductor driving the Coors Light Chill Train.
Crowdstrike
UPDATED: Released Feb. 7, CrowdStrike is bringing cybersecurity to Westworld.
Discover
UPDATED: Feb. 11 reveal shows White Lotus’ Jennifer Coolidge asking a customer service rep if she’s a robot and then asking the more profound question: how do you prove that you’re human.
DoorDash
DoorDash’s teaser is all about its ability to DoorDash anything and is offering viewers the chance to win “all the ads” shown during the Super Bowl, from snacks to EVs. The website referenced in the trailer is hilarious.
Doritos
Netflix series Wednesday star Jenny Ortega finds herself staring down empty shelves. Who will save the day?
Dove
Dove and Nike are teaming up to promote girls in sports.
Drumstick
Comedian Eric André (The Eric André Show, Bad Trip) makes his Super Bowl debut with Drumstick ice cream.
Dunkin’
UPDATED: Feb. 11 reveal, Ben Affleck, Tom Brady and friends are the DunKings auditioning for J. Lo as Matt Damon watches in horror from the sidelines, with Jack Harlow cameo.
e.l.f. Cosmetics
The cosmetics brand, which made its Super Bowl debut with White Lotus star Jennifer Coolidge last year, is summoning Meghan Trainor, special guests and the cast from Jury Duty and Suits to Judge Beauty.
E*Trade
E*Trade baby takes up pickleball.
Etsy
Etsy is putting a whimsical spin on last minute gift-giving as it promotes its AI-powered Gift Mode.
FanDuel
Sports betting app FanDuel is bringing NFL icon Rob Gronkowski back to try for his second ”Kick of Destiny” field goal which he missed last year, with John Cena as his nemesis.
Foundation To Combat Antisemitism
UPDATED: Feb. 11 reveal, New England Patriots owner Robert Kraft ad on the importance of standing up to hate, narrated by Martin Luther King Jr’s speech writer Dr. Clarence B Jones.
Hallow
UPDATED: Feb. 11 reveal, Mark Wahlberg prays in ad for Christian meditation app, Hallow.
He Gets Us
UPDATED: Feb. 11, He Gets Us delivers two beautiful love not hate messages, following last year’s visually stunning Super Bowl ad set to Rag’n’Bone’s Human.
Hellmann’s
SNL’s Kate McKinnon and Pete Davidson go viral with an adorable cat that meows MAY-O—and thus becomes an international sensation known as Mayo Cat, making appearances on the Sphere in Las Vegas this week.
Homes.com
Updated: Feb. 11, Schitt’s Creek Dan Levy and SNL’s Heidi Gardner hit the field in one of Homes.com’s three ads. Jeff Goldblum and Lil Wayne make an appearance in another.
Kawasaki
Kawasaki is using its spot to introduce its new mini-utility vehicle, the Kawasaki Ridge, a 2x2 in the truck utility category. In this teaser, wrestling legend Steve Austin takes it on a wild ride.
Kia
Kia is touting its EV9, an all-electric three-row SUV, in a feature-length 60-second spot focused on how the car can power a home ice-skating rink lights, while celebrating girls in sports.
Lindt
Swiss chocolate maker Lindt’s first Super Bowl ad follows its bouncing Lindor choclate ball to the tune of Perry Como’s Round and Round.
M&M’s
Dan Marino is also making an appearance in M&Ms’ ad, along with NFL Hall of Famer Terrell Owens and Bruce Smith to craft a diamond-studded Super Bowl ring with the animated spokescandies. UPDATED: Feb. 9 reveal, Scarlett Johansson joins the almost winners club.
Michelob Ultra
Soccer phenom Lionel Messi, Ted Lasso’s Jason Sudekis and NFL legend Dan Marino kick it up on the beach to Englebert Humperdinck’s Cuándo Cuándo Cuándo.
Microsoft
UPDATED: Released Feb. 7, Microsoft’s 60-second ad promotes the power of Copilot which is shown helping hopefuls write their masterpiece and change the world.
Mountain Dew
Aubrey Plaza (White Lotus, Ingrid Goes West) is having a blast with Nick Offerman (Last of Us, Parks and Recreation) in Mountain Dew’s first Super Bowl ad.
Nerds
TikTok singer Addison Rae choreographs a giant gummy dancing to What A Feeling in Nerds first Super Bowl ad.
NFL
NFL shows off how it’s developing talent around the world, tackling bullying and helping kids with mental health.
Opendoor
The home-selling site Opendoor has released a number of teasers showing how easy it is to list your house during halftime.
Oreo
Kardashian mom Kris Jenner twists on whether she should do a show about her family.
Papaya Global
Payroll platform loves ping pong.
Paramount+
UPDATED: Released Feb. 7, Star Trek’s Sir Patrick Stewart throws whatever he can at Paramount+ mountain, but not Drew Barrymore.
Pfizer
UPDATED: Released Feb. 10, Pfizer’s 60-second ad shows advancements in science with a call to action to take on cancer, set to Queen’s Don’t Stop Me Now.
Pluto TV
UPDATED: Released Feb. 7, Pluto TV is growing couch potatoes.
Popeyes
The Hangover’s Ken Jeong emerges from cryotherapy in Popeyes’ debut Super Bowl ad. UPDATED: Feb 6 reveal shows Jeong awakening to a tech nightmare filled with attack roombas, but quickly begins to enjoy self-driving Waymos and delivery drones.
Poppi
New soda brand with claims of goodness.
Pringles
Guardians of the Galaxy’s Chris Pratt is the moustachioed man in the Pringles ad.
Reese’s
Reese’s is making a big change to its peanut butter cups and is having fans scream about it.
RFK
UPDATED: Feb. 11 reveal, US presidential candidate aired his own election ad.
Salomon
UPDATED: Feb. 11, Salomon hiking shoes get couch potatoes to the mountain.
Silk
UPDATED: Feb. 2 reveal shows Jeremy Renner feeling good.
Skechers
UPDATED: Feb. 6 reveal has Mr. T shouting, “What do you mean there’s no T in Skechers?”
Snapchat
UPDATED: Feb. 7 reveal, Snapchat asks Gen Z to ditch social media likes.
Squarespace
UPDATED: Feb. 7 reveal. Academy Award-winning director Martin Scorsese directs aliens frustrated that humans won’t look up from their screens to witness their invasion.
Starry
Rapper Ice Spice meets up with her ex in this debut Super Bowl ad for Pepsi’s Starry. Teaser is pretty funny too.
State Farm
Action hero Arnold Schwarzenegger returns to the Super Bowl as a State Farm agent committed to being the good neighbor everyone needs, with a cameo by Danny DeVito.
Temu
UPDATED: Feb. 11 reveal, fast fashion retailer Temu returns to the Super Bowl with its animated “Shop Like A Billionaire” spots.
T-Mobile
UPDATED: Feb. 9 reveal features Bradley Cooper, his mom, Jennifer Hudson, Common, Laura Dern and other stars vying for T-Mobile’s Bug Game ad with Zach Braff, Donald Faison and Jason Momoa getting the spot singing What A Feeling.
Toyota
UPDATED: Toyota was expected to sit out this Super Bowl along with the Big Three automakers, but on Feb. 8 revealed a Toyota Tacoma ad to pair with experiential activities. The internal combustion truck is expected to get a hybrid option this year.
TurboTax
UPDATED: Feb. 11 reveal shows TurboTax returning to the Super Bowl for its 11th year with Abbott Elementary’s Quinta Brunson directed by Taika Waititi.
Uber Eats
David and Victoria Beckham are joined by Usher and Jennifer Aniston who forget everything for Uber Eats—including Friends’ co-star David Schwimmer.
United Airlines
Academy Award-winning director Chloé Zhao (Nomadland) directs Kyle Chandler (Super Pumped) in regional spots to rally sports fans.
Verizon
UPDATED: Feb. 11 in-game reveal, Beyoncé breaks the internet as Beyoncé AI in a surprise appearance in Verizon’s ad.
Volkswagen
Celebrating its 75th anniversary in America, VW is going for nostalgia in this moving ad focused on the US launch of the VW Beetle, set to Neil Diamond’s I Am...I Said.
Movie trailers to include Dune: Part Two, Kung Fu Panda 4, Road House, Ghostbusters: Frozen Empire, Godzilla x Kong: The New Empire, The Fall Guy, Kingdom of the Planet of the Apes, IF, Furiosa: A Mad Max Saga, Inside Out 2, A Quiet Place: Day One, Horizon: An American Saga, Despicable Me 4, Twisters, Deadpool 3, and possibly Netflix’s Spaceman starring Adam Sandler, according to FTW USA Today.
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