The big list of Super Bowl LII ads: Amazon, M&Ms, Budweiser & more offer sneak peeks of game day spots

Amy Gesenhues on
  • Categories: Channel: CMO Zone, Google: YouTube, Super Bowl Advertising, Video

  • More than 20 advertisers have confirmed they will be making an appearance during Super Bowl LII on Sunday night. According to a recent Sports Illustrated report, this year’s Super Bowl brands will be spending, on average, over $5 million for a 30-second spot during the game.

    On top of the $5 million ad buy, there are still creative costs involved with making the ad (or ads) and the supporting campaigns to drive online views and engagement.

    “We predict that Super Bowl LII will have the most online activity going on concurrently with the game in Super Bowl history,” says CEO of Instart Logic, Manav Mital. The digital management platform commissioned an online survey of more than 1,000 US adults and found nearly half of the people who plan to watch the Super Bowl will be going online during the game to watch the ads.

    To extend the life of their Super Bowl campaigns, many brands routinely drop teaser ads in anticipation of their game day spots, and several this year — including Budweiser, Febreze, Groupon and M&Ms — already have dropped their official Super Bowl LII commercials.

    The brands making a return

    Along with its Budweiser and Bud Light brands, Anheuser-Busch is bringing back Michelob ULTRA and Stella Artois and has released the official game day ads for both. The Stella Artois spot is a combined campaign with the nonprofit Water.org, and features Water.org’s co-founder, Matt Damon.

    Avocados from Mexico and Amazon will also be back this year. Amazon has two campaigns planned: one for its Echo devices and one for Amazon Prime. The Prime spot is a trailer for the Amazon original film, “Tom Clancy’s Jack Ryan,” starring Jim Krasinski. The Amazon Echo campaign currently has six teaser ads, one with a cameo from Amazon CEO Jeff Bezos.

    After sitting out last year, Doritos is back and has paired up with Mountain Dew. The Doritos-Mountain Dew campaign includes an all-star lineup with Peter Dinklage, Morgan Freeman, Missy Elliot and Busta Rhymes, and the official spot has already been released (along with two teaser ads).

    Of the 15 brands that were debut Super Bowl advertisers in 2017, two have announced they are returning this year: Hulu and Febreze. Last year, Hulu used the ad buy to promote its original series “The Handmaid’s Tale,” but it hasn’t dropped any teaser ads for this year’s spot yet.

    Unlike Hulu, Febreze has released both a teaser ad and its official Super Bowl commercial.

    The First Timers Club

    Pringles, a first-time Super Bowl advertiser this year, has released its official ad, and a series of teaser ads, starring actor and SNL alum Bill Hader.

    Also, for the first time, Kraft is buying a Super Bowl ad to promote its family of brands which will build on its #FamilyGreatly campaign launched last year. As part of the campaign, Kraft is asking people to upload photos of their families starting at 6:00 a.m. ET on Super Bowl Sunday for a chance to be featured in the spot it plans to air during the game.

    With four days to go until game day, we’ve pulled together all the teaser ads and official commercials we could find for Super Bowl LII.

    The Big List of Super Bowl LII Ads

    Amazon Alexa

    Official Commercial

    Teaser Ads






    Amazon Prime

    Official Commercial

    Avocados from Mexico

    Official Commercial

    Teaser Ad

    Bud Light

    Official Commercial

    Budweiser

    Official Commercial

    Coca-Cola

    Official Commercial

    Doritos and Mountain Dew

    Official Commercial

    Teaser Ads

    E*TRADE

    Teaser Ads

    Febreze

    Official Commercial

    Teaser Ad

    Groupon

    Official Commercial

    Hulu

    Official Commercial

    Hyundai

    Official Commercial

    Teaser Ad

    Intuit

    Teaser Ad

    Kia

    Teaser Ad

    Kraft

    Teaser Ad

    Lexus

    Official Commercial

    M&Ms

    Official Commercial

    Teaser Ads

    Michelob ULTRA

    Official Commercial

    NBC Sports

    Official Commercials

    Pringles

    Official Commercial

    Teaser Ads

    Sprint

    Official Commercial

    Teaser Ads

    Squarespace

    Teaser Ads

    Stella Artois and Water.org

    Official Commercial

    Tide

    Teaser Ads

    Toyota

    Official Commercials

    Universal Orlando Resort

    Official Commercial

    WeatherTech

    Official Commercial

    Teaser Ad

    Wendy’s

    Official Commercial

    Wix

    Official Commercial

    According to iSpot.tv, an analytics platform that tracks online engagement for nationally aired television commercials, the most-watched Super Bowl spots online as of January 30 were Budweiser’s “Stand By You,” Doritos and Mountain Dew’s “Tongue Twister” and Amazon Echo’s teaser ad, “Did Alexa Lose Her Voice?”

    Interestingly, the most watched pregame spot per iSpot.tv’s data on January 30 belonged to Tourism Australia, a brand that has not confirmed whether or not it is a Super Bowl LII advertiser — or even if the ad belongs to them. According to a story from Media Post from the same day, Tourism Australia had not taken credit for a campaign comprising four teaser ads that features multiple film stars, including Chris Hemsworth, Hugh Jackman and Margot Robbie — all from Australia.

    The spots are filmed to look like movie trailers for a Crocodile Dundee sequel called “Dundee: The Son of a Legend Returns Home” — a film Media Post claims isn’t a film at all, but instead, “…a stealth Super Bowl ad campaign.”

    Amobee, a digital analytics platform that is tracking online engagement for this year’s Super Bowl brands, correlates iSpot.tv’s findings that Budweiser was in the lead when looking at confirmed Super Bowl LII brands that had already released official Super Bowl spots online.

    Amobee’s data goes beyond online video views, measuring the Super Bowl brands people are “…seeing, reading, interacting and engaging with online.” According to data it pulled between January 1 through 21, the top five Super Bowl LII brands as of January 30 were Pepsi, Bud Light, Budweiser, Coke and Groupon.

    Of the top five Super Bowl brands ranked by Amobee, only two — Budweiser and Groupon — had released their official Super Bowl spots four days out from the game.


    About The Author

    Amy Gesenhues
    Amy Gesenhues is Third Door Media's General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy's articles.