See which brands will be airing ads on the most-watched sports night of the year, along with their campaigns, teaser ads and more.
On February 7, two NFL teams will take the field to battle it out on the most-watched sports night of the year, but marketers know where the real competition is happening: the Super Bowl Ads!
Super Bowl is a whole lot more than football; it is the ultimate advertising arena. This year, a select number of brands are spending upwards of $5 million to reserve their spot during the game — making a play to win the minds and hearts (and laughs) of the biggest ad audience available.
To prepare for game day, Marketing Land is keeping its own scorecard of which brands are competing and what they’re planning for game day.
We’ll continue to update this list as more information is made available from the advertisers and more ads are released.
Also, be sure to check out our 2016 HashtagBowl, where we track pre-game and post-game social media visibility for this year’s Super Bowl TV commercials: Game On: The 2016 Marketing Land #HashtagBowl Is Coming Soon.
(Jump to particular advertisers and all of the latest campaign details using our alphabetical index: AB C D E F G H I J K L M N O P Q R S T U V W X Y Z)
Acura
Brand Category: Automotive
Agency: Mullen Lowe
Avocados From Mexico
Brand Category: Food
Campaign: “Always There”
Buy: 30-second spot
Agency: GSD&M
Bud Light
Teaser Ad: Shown above. Official Ad: Unreleased.
Brand Category: Beverage
Campaign: Bud Light says its new campaign is more than just a Super Bowl ad, it’s a, “…completely new communication of what Bud Light stands for — inclusivity, positivity and fun.” Playing on this year’s election season, the brand’s teaser ad features Amy Schumer and Seth Rogen rallying for the “Bud Light Party.” The campaign’s launch will begin with its Super Bowl ad and continue with national spots and digital creative to be released throughout 2016.
Buy: 30-second spot
Agency: Wieden+Kennedy
Recent Coverage: The “Bud Light Party” Super Bowl 50 Ad Gets Political With Amy Schumer & Seth Rogen
Budweiser
Brand Category: Beverage
Agency: Anomaly
Buick
Brand Category: Automotive
Buy: 30-second spot
Agency: Leo Burnett Detroit
Butterfinger
Teaser Ad: Shown above. Official Ad: To be released February 7.
Brand Category: Food
Campaign: “The brand will use its spot to launch a new brand message, Bolder Than Bold, inspired by the inherent boldness of its crispety, crunchety, unapologetically in-your-face candy bar.”
Buy: 30-second spot
Agency: WPP / Santo
Official Campaign Hashtag: #BolderThanBold
Recent Coverage: Super Bowl 50 Advertisers Take The Field Early: Wix & Butterfinger Announce Campaigns
Coca-Cola
Brand Category: Beverage
Colgate
Teaser Ad: Shown above.
Brand Category: CPG
Campaign: Colgate’s “Save Water” campaign will encourage viewers to turn off the water while they brush their teeth: “Brushing with the faucet running, wastes up to four gallons of water. That’s more than many people around the world have in a week.”
Buy: 30-second spot
Agency: Y&R Peru
Official Campaign Hashtag: #EveryDropCounts
Doritos
Teaser Ads: Shown Above. Official Ad: February 7.
Brand Category: Food
Campaign: This will be the final year for the brand to host its “Crash the Super Bowl” campaign, a contest that invited fans to produce their own Super Bowl ads for the chance to have their spots aired on game day. After receiving nearly 4,500 entries, the brand selected the three finalists posted above. Viewers can vote up until January 31 for the ad they want to see aired during the Super Bowl.
Campaign Hashtag: #CrashTheSuperBowl
Heinz
Brand Category: Food
Campaign: Sharing very few details, Kraft’s Heinze brand announced it would be returning as a Super Bowl advertiser with a campaign that will feature multiple products: “Everyone knows and loves the great taste of Heinz® Ketchup, and we wanted to introduce the world to the rest of the great tasting family in a campaign called #MeettheKetchups.”
Buy: 30-second spot
Official Campaign Hashtag: #MeettheKetchups
Honda
Brand Category: Automotive
Campaign: Honda intends for its upcoming Super Bowl campaign to act as a launching pad for its all-new 2017 Honda Ridgeline pickup truck, with extended promotions across several platforms, screens and internet properties.
Buy: 60-second spot
Agency: RPA
Recent Coverage: More Super Bowl 50 Advertisers: PayPal & Honda Gear Up, While GoDaddy Takes The Bench
Hyundai
Brand Category: Automotive
Kia
Brand Category: Automotive
Campaign: Releasing very few details around the campaign, a Kia representative told AdWeek: “Christopher Walken — and a very colorful sock — will add pizzazz to Kia Motors’ 60-second Super Bowl commercial for the all-new 2016 Optima midsize sedan,” a Kia representative told AdWeek, “The new ad will continue to spotlight the next-generation Optima as the vibrant alternative for those determined not to blend in.”
Buy: 60-second spot
Agency: David & Goliath
LG Electronics
Teaser Ad: Shown above. Official Ad: To be released February 7.
Brand Category: Tech
Campaign: LG’s debut appearance as a Super Bowl advertiser will include Liam Neeson promoting the brand’s OLED TV. Mimicking Neeson’s usual action/thriller films, the 15-second “Man from the Future” teaser ad was released along with the announcement of its #OLEDisHere Twitter sweepstakes where participants can tweet LG’s campaign hashtag for a chance to win an OLED TV.
Agency: Ridley Scott’s RSA Films
Official Campaign Hashtag: #ManFromTheFuture & #OLEDisHere
Recent Coverage: LG Enlists Liam Neeson To Star In Its Debut Super Bowl 50 Ad: #ManFromTheFuture
Michelob Ultra
Brand Category: Beverage
Agency: Wieden+Kennedy
Mini USA (BMW)
Brand Category: Automotive
Buy: 30-second spot
Agency: Butler, Shine, Stern & Partners
Mountain Dew
Brand Category: Beverage
Campaign: In a release announcing four new flavors for its MTN DEW KICKSTART energy drink, the brand said it would be returning to the Super Bowl: “For the first time since 2000, Mountain Dew will return to the Super Bowl with a hilarious TV ad that combines fan-favorite ad elements and is guaranteed to have fans talking.”
Agency: BBDO New York
PayPal
Brand Category: Finance
Buy: 45-second spot
Agency: Crispin Porter & Bogusky
Recent Coverage: More Super Bowl 50 Advertisers: PayPal & Honda Gear Up, While GoDaddy Takes The Bench
Pepsi
Brand Category: Beverage
Pokemon
Brand Category: Gaming
Agency: Omelet
Official Campaign Hashtag: #Pokemon20
QuickBooks
Brand Category: Finance
Campaign: Intuit’s QuickBook’s brand will revisit its “Small Business Big Game” campaign, inviting small businesses to enter a contest where they can win an all-expense paid 30-second Super Bowl spot produced by the brand’s ad agency.
Buy: 30-second spot
Agency: RPA
Shock Top
https://www.youtube.com/watch?reload=9&v=_WY1078xvvc
Teaser Ad: Shown above.
Brand Category: Beverage
Campaign: Anheuser Busch brand Shock Top will make its debut appearance as a Super Bowl advertiser in a spot featuring actor and comedian T.J. Miller. In a 90-second teaser ad, Miller claims Shock Top’s ad will be, “…the greatest Super Bowl commercial of all time.” Shock top VP Jake Kirsch told AdWeek that the brand chose Miller because of his irreverence and wit. “We tell people to ‘Live Life Unfiltered,’ we’re an unfiltered beer, and T.J. is at the top of the list of people like that,” said Kirsch.
Agency: Wieden+Kennedy
Recent Coverage: Shock Top Says Its Super Bowl 50 Ad Will Be “The Greatest Super Bowl Commercial Of All Time”
Skittles
Brand Category: Food
Campaign: Skittle’s Super Bowl 50 campaign will star Aerosmith front-man Steven Tyler, the first Wrigley ad (Skittle’s parent company) to feature a celebrity.
Buy: 60-second spot
Agency: DDB
Snickers
Brand Category: Food
Squarespace
Brand Category: Tech
SunTrust Bank
Brand Category: Finance
Campaign: Lighting the Way to Financial Well-Being
Buy: 30-second spot
Agency: StrawberryFrog
Recent Coverage: SunTrust Bank Announces Its Debut Appearance As Super Bowl Advertiser
Taco Bell
Brand Category: Food
Campaign: Taco Bell says it will be using its Super Bowl spot to unveil its newest menu item. The campaign was launched in the brand’s usual fun way, issuing a press release with most of the campaign details redacted.
Buy: 30-second spot
Agency: Deutsch LA
Recent Coverage: Taco Bell To Reveal Its Next Big Menu Item At Super Bowl 50… We Think
Toyota
Brand Category: Automotive
Campaign: Toyota’s Super Bowl 50 campaign will feature the brand’s hybrid Prius model.
Buy: 60-second spot
Agency: Saatchi & Saatchi LA
TurboTax
Teaser Ads: Shown above. Official Ad: To be released February 7.
Brand Category: Finance
Campaign: It doesn’t take a genius to do your taxes.
Buy: 30-second spot
Agency: Wieden+Kennedy
Recent Coverage: TurboTax Super Bowl 50 Ad Campaign Proves It Doesn’t Take A Genius To Do Your Taxes
WeatherTech
Brand Category: CPG
Buy: 30-second spot
Agency: Pinnacle Advertising
Wix
Teaser Ads: Shown above. Official Ad: To be released February 4.
Campaign: Developed by DreamWorks Animation, the same studio behind the animated “Kung Fu Panda” film franchise, Wix’s Super Bowl campaign features characters from the “Kung Fu Panda” movies.
Brand Category: Technology
Agency: DreamWorks Animation
Supplementary campaigns/channels: According to Wix, the #StartStunning campaign will include made-for-web content and social media activations. It has also launched www.StartStunning.com, a site dedicated to the campaign. The brand will also be employing YouTube’s new Real-Time ads as part of its Super Bowl Campaign.
Official Campaign Hashtag: #StartStunning
Recent Coverage: Wix Drops Its First Super Bowl 50 Teaser Ad Featuring “Kung Fu Panda” Characters
Source – MarketingLand.com