25th - 26th SEPTEMBER 2019  |  OLYMPIA

Who's buying commercials in Super Bowl 2020

Ad Age 13 Jan 2020 06:50

All the brands in Super Bowl LIV so far

By Jeanine Poggi. Illustration by Tam Nguyen. Published on December 20th, 2019.
Super Bowl LIV trophy icon

Game on for Super Bowl LIV advertisers. The number of marketers with plans to air commercials during the Big Game, which kicks off on Feb. 2 at Hard Rock Stadium in Miami, is adding up.

With the cost for 30-seconds of ad time in the game, which will air on Fox, hitting $5.6 million, the ad bowl is once again expected to be just as intense as the matchup on the field.

The game will also get political, with President Donald Trump and Michael Bloomberg’s presidential campaigns both buying 60-seconds of ad time.

Our definition of a Super Bowl commercial includes all national spots between the coin toss and end of play.

Bookmark this page to keep up with every spot in the game as it is confirmed, complete with details on the agencies, creative and where it will run in the game. Find all of our Super Bowl ad coverage in one place with our Super Bowl Special Report.

Most Recent

Marketers

Categories

Agencies

All

Auto

Beverages

CPG

Food

Financial/Insurance

Miscellaneous

All

72andSunny

BBDO

Cramer-Krasselt

David

David & Goliath

EnergyBBDO

FCB Chicago

Goodby, Silverstein & Partners

In-House

Innocean Worldwide

McCann

MRY

Pinnacle

Saatchi & Saatchi

TBWA\Chiat\Day

VaynerMedia

Wieden & Kennedy

Beverages

Anheuser-Busch InBev

Buy: The brewer will air four, 60-second ads in Super Bowl 2020, down from five-minutes, 45 seconds in 2019. It will air one spot for Budweiser, a combo ad for Bud Light and the new Bud Light Seltzer, a spot for Michelob Ultra and another for Michelob’s organic brew Pure Gold.

Creative: The Budweiser spot will celebrate America; Bud Light/Bud Light Seltzer will have a humorous tone; and Michelob Ultra ads will once again lean into health and wellness.

Agencies: Wieden & Kennedy for Bud Light; FCB for Michelob Ultra; and David Miami for Budweiser.

Food

Avocados From Mexico

Buy: Avocados From Mexico will air a 30-second spot in Super Bowl LIV. This is its sixth consecutive Super Bowl ad.

Creative: Details are still under wraps, but it says the spot “celebrates the American avocado obsession.” It has featured celebrities and humor in its five prior Super Bowl commercials.

Agencies: EnergyBBDO on creative strategy and production; Havas Media on ad buying and execution; Richards Lerma on social media and digital; Padilla on PR.

Food

Pop-Tarts (Kellogg’s)

Buy: Pop-Tarts will air its first Super Bowl spot. The 30-second commercial will run right before the two-minute warning in the first-half of the game.

Creative: “Queer Eye” star Jonathan Van Ness will star in the spot promoting Pop-Tarts’ new pretzel flavor. The company released a teaser of the ad on Jan. 16.

Agency: MRY

Miscellaneous

WeatherTech

Buy: WeatherTech is returning for its seventh consecutive big game appearance with a 30-second commercial.

Creative: The car mat maker will supposedly go in a different direction with its creative. WeatherTech has historically leaned-in to its “Made in America” messaging during the Super Bowl. In 2019, it used the big game to promote its new pet products line. As had been the case for WeatherTech in previous Super Bowls, the spot used actual company employees, including WeatherTech founder David MacNeil’s son and their golden retriever.

Agency: Pinnacle Advertising

Auto

Hyundai

Buy: Hyundai will run a 60-second commercial in the second quarter of the game. It marks the 12th time in the past 13 years Hyundai will advertise in the game.

Creative: The automaker released a teaser on Jan. 13—the first Super Bowl advertiser to do so this year—previewing the ad, which will feature four Boston-linked celebrities: Actors Chris Evans and John Krasinski, comedian Rachel Dratch and Boston Red Sox legend David Ortiz. The theme centers on the notorious Boston accent.

Agency: Innocean Worldwide

Auto

Porsche (Volkswagen)

Buy: The sports car brand will make its first Super Bowl appearance since 1997.

Creative: The ad will plug the Taycan, Porsche's first all-electric vehicle.

Agency: Cramer-Krasselt

Beverages

Coca-Cola Co.

Buy: Coca-Cola is returning to the Super Bowl with one 60-second commercial after sitting out of the game in 2019. The company is a regular Super Bowl advertiser, but last season opted to run an ad during pre-game—right before the National Anthem—breaking a streak of in-game Super Bowl ads that went back to 2006.

Creative: Multiple brands are under consideration for an in-game ad; possibilities include new products Coke Energy or Aha sparkling water.

Agencies: TBD

Beverages

Mtn Dew

Buy: The beverage is back in the game with a 30-second ad after sitting it out last year.

Creative: A teaser was released on Jan. 16 that riffs on the 1980 horror flick “The Shining.” The ad will plug Mtn Dew Zero, a new sugar-free variety.

Agencies: TBWA/Chiat/Day New York

Auto

Audi (Volkswagen)

Buy: The Volkswagen Group-owned luxury brand will make its 11th appearance in the game.

Creative: The ad will kick-off a new global campaign aimed at redefining Audi’s “Vorsprung durch Technik​” marketing slogan, which translates to “progress through technology.”

Agencies: 72andSunny

Food

Pringles (Kellogg)

Buy: Pringles will air its third Super Bowl spot. The 30-second commercial will run during the second quarter.

Creative: Once again, Pringles is focused on flavor stacking the crisps, but this time it’s bringing pop culture reinforcements. Adult Swim’s Rick and Morty partner with Pringles “to unlock endless flavor combinations through stacking.” A Pickle Rick flavor will also appear in stores.

Agencies: Adult Swim, in partnership with Grey, the agency behind Pringles’ first two Super Bowl spots.

Financial

New York Life

Buy: The mutual life insurer will air a 60-second commercial between the first and second quarters.

Creative: The spot is part of New York Life’s larger campaign celebrating the company’s 175th anniversary. While no specifics have been unveiled, the commercial will “highlight the values that have been the foundation of New York Life for nearly two centuries,” Kari Axberg, VP, brand marketing, New York Life, said in a statement. New York Life had been a regular Super Bowl advertiser in the 1970s and 1980s, but hasn’t run an ad in the Big Game in about 30 years.

Agencies: Anomaly

Food

Snickers (Mars Wrigley)

Buy: Snickers will return to the Super Bowl with a 30-second spot airing in the first quarter of the game. The chocolate brand sat out of the last two games.

Creative: The chocolate brand will celebrate the 10-year anniversary of its “You’re Not You When You’re Hungry,” campaign. Snicker’s first debuted the campaign in the 2010 Big Game with an ad starring Betty White. It also marks the 90th anniversary of the Snickers brand.

Agencies: BBDO New York and AMV BBDO

Auto

Toyota

Buy: The automaker will air one one 60-second commercial. This marks its third straight Super Bowl appearance.

Creative: The ad will kick-off a new campaign for the Highlander SUV.

Agency: Saatchi & Saatchi

Web

Facebook

Buy: Facebook will make its first foray into the Super Bowl with a 60-second spot.

Creative: Sylvester Stallone will star in the ad, which will also feature comedian Chris Rock. Stallone leaked footage in an Instagram post showing him recreating his famous scene in “Rocky” where he runs up the steps of the Philadelphia Museum of Modern Art. He later tweeted: "It was fantastic working with @chrisrock. We got along great. Admire his wit... @Facebook did a great job producing, and it is going to be amazingly entertaining at #SuperBowlLIV."

Agencies: Wieden & Kennedy Portland

Web

Squarespace

Buy: Squarespace is returning to the Super Bowl after sitting out last year with a 30-second spot that will air between the first and second quarters.

Creative: TBD

Agencies: In-house

food

Sabra

Buy: Sabra will air one 30-second spot in Super Bowl LIV, making its first foray into the Big Game.

Creative: TBD. Radar Online reported on Dec. 23 that “The Real Housewives” feuding co-stars Teresa Giudice and Caroline Manzo were reunited for a Super Bowl commercial for a hummus brand. A Sabra spokesperson declined to comment on the creative.

Agencies: VaynerMedia

Financial/Insurance

TurboTax

Buy: TurboTax will air a 45-second spot in Super Bowl LIV. This marks the company’s seventh consecutive Big Game commercial.

Creative: The goal of the ad is to instill confidence in people doing their own taxes and is part of TurboTax’s larger campaign that kicked off during the Rose Bowl on Jan. 1.

Agencies: Wieden & Kennedy

CPG

Olay (Procter & Gamble)

Buy: Olay will return for its second consecutive Super Bowl spot with one 30-second ad running in the first quarter.

Creative: The beauty brand tapped and all-female cast that includes Canadian YouTube creator Lilly Singh, actress Busy Philipps, retired NASA astronaut Nicole Stott, Taraji P. Henson and Katie Couric. The space-themed ad is inspired by last year’s all-female spacewalk. Olay released a teaser of the spot on Jan. 15.

Agencies: Badger & Winters

Beverages

SodaStream (PepsiCo)

Buy: SodaStream will return to the Super Bowl with its first commercial since 2014. The 30-second ad will run immediately prior to the halftime show.

Creative: The company did not reveal details on the spot, but it will be directed by Bryan Buckley, who directed SodaStream’s 2014 commercial. SodaStream has a history of having its original creative rejected by the networks because it openly attacked then competitors Coke and Pepsi (PepsiCo now owns SodaStream).

Agencies: Goodby Silverstein & Partners

Miscellaneous

Donald Trump

Buy: President Donald Trump’s reelection campaign will air one 60-second spot “early in the game.”

Creative: TBD

Agencies: TBD

Miscellaneous

Michael Bloomberg

Buy: Michael Bloomberg’s presidential campaign will run a 60-second spot in the game.

Creative: TBD

Agencies: TBD

Food

Heinz (Kraft Heinz)

Buy: Heinz will air a 30-second spot in the second quarter of Super Bowl LIV. This is its first Super Bowl ad since 2016.

Creative: Details are still under wraps, but the spot was directed by Roman Coppola, the son of Francis Ford Coppola. It is expected to showcase the broader Heinz lineup, from ketchup to newer condiments such as the latest mashup, HoneyRacha.

Agencies: Wieden & Kennedy, a new agency for the Kraft Heinz brand

Food

Cheetos (Frito-Lay)

Buy: Cheetos will return to the Super Bowl for the first time in 11 years with a 30-second spot.

Creative: Cheetos released a teaser on Jan. 16 featuring rapper MC Hammer and his iconic song “Can’t touch this.” Cheetos recently announced ready-to-eat Cheetos Popcorn in Cheddar and Flamin’ Hot flavors.

Agencies: Goodby Silverstein & Partners

Food

Doritos (Frito-Lay)

Buy: Buy: Doritos will air a 30-second commercial.

Creative: Doritos dropped a teaser of its spot on Jan. 17, featuring Sam Elliott and the lyrics to “Old Town Road”from Lil Nas X featuring Billy Ray Cyrus. Doritos recently announced the new Flamin’ Hot Limon flavor. In 2019, Doritos ran the spot, “Now It’s Hot,” featuring Chance the Rapper and the Backstreet Boys that showcased Flamin’ Hot Nacho-flavored Doritos.

Agencies: Goodby Silverstein & Partners

Food

Planters (Kraft Heinz)

Buy: Planters will air a 30-second spot during the third quarter.

Creative: The company tapped “Veep” star Matt Walsh to star in the spot alongside the Mr. Peanut spokescharacter. Planters calls the spot a “nutty adventure” in which Mr. Peanut shows how far he’ll go to have his friends’ backs.

Agencies: VaynerMedia

Miscellaneous

Turkish Airlines

Buy: Turkish Airlines is back for its fifth Super Bowl with a 30-second spot airing in the third quarter.

Creative: TBD. Last year, the airliner ran a commercial from filmmaker Ridley Scott that celebrates Istanbul and its new airport.

Agencies: David Miami

Telecom

Verizon

Buy: Verizon will air a 60-second commercial in the first half of the game.

Creative: The spot will once again focus on first responders, but Verizon will also use the Big Game to promote 5G.

Agencies: McCann

Web production by Corey Holmes. Illustration by Tam Nguyen.

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