2022 Super Bowl Ads – Who’s buying what

Here’s the updated look into the commercials that will appear during Super Bowl LVI (56) broadcast on NBC February 13, 2022 from SoFi Stadium in Los Angeles, CA.

We will keep this updated with the latest news and videos.

— SPOILER ALERT —

If you want to keep the new ads a secret, don’t read any further.


Anheuser-Busch InBev

This year, Budweiser is hinting at the return of its iconic Clydesdales. The nation’s largest brewer will also use the game to plug its new zero-carb Bud Light Next variety with an ad that is expected to make a metaverse reference. AB InBev will also run ads for Cutwater Spirits, its canned cocktail brand, in addition to spots for Bud Light Seltzer Hard Soda, Michelob Ultra and Michelob Ultra Organic Seltzer. In total, it will have four minutes of ad airtime during the game, which is roughly on par with what it has done in recent Super Bowls. Bud Light also has something brewing on their Discord.

While many eyes will be on the Super Bowl, Team ULTRA will be having fun at the Superior Bowl – a place where legendary athletes and entertainers who embody a balanced lifestyle, enjoy themselves all while celebrating with Michelob ULTRA.

  • The first chapter of the series – the :60 spot titled “Superior Bowl” – sets the tone at a vintage bowling alley where sports champions are seen throwing strikes with a side of shade. Peyton Manning, Alex Morgan, Jimmy Butler, Nneka Ogwumike and Brooks Koepka take to the lanes as actor Steve Buscemi is seen preparing a few cold ones. And just when you think there couldn’t be any more legendary athletes featured in one spot, Serena Williams enters the scene to prove she will leave no pin standing.
  • Chapter two – the :30 spot titled “Caddy” – opens with Brooks Koepka, professional golfer and four-time Major Champion, as he surveys the bar options the same way he’d read a putt, before confidently selecting an ice cold Michelob ULTRA Organic Seltzer.
  • In the third and final chapter, global superstar Becky G. goes for the gold in a :30 spot called “Golden,” which will be airing in select markets including Houston, Dallas and Miami. The award-winning international singer says Michelob ULTRA Pure Gold, the first nationally distributed organic lager, is all the gold she needs.

AT&T


Avocados From Mexico

Back in 2022 after sitting on After sitting on the sidelines for the Big Game in 2021, Avocados From Mexico (AFM), the number one selling brand of avocados in the United States, has announced its official return in February 2022. The beloved brand, which has previously had six Big Game television advertising campaigns, will produce a 30-second spot on advertising’s biggest night and execute a 360 integrated campaign to support the number one consumption period for avocados. 

AFM’s previous Big Game campaigns were not only the first in the industry but have won multiple accolades and media recognition for their unprecedented performance, particularly in the digital world. AFM is the only Big Game advertiser to hold the number one (2018) or two spots in the “Best Super Bowl Digital Campaigns” based on the Merkle Report, for five consecutive years. And, over the past six years, AFM’s Big Game spots have generated a staggering 41.6 billion brand impressions. 

An Immersive and Shoppable Digital Experience

The brand is deploying a robust multichannel digital campaign designed to drive brand awareness and engagement across all key social platforms, while also increasing purchase intent and placing avocados on the digital shelves of 40 retailers.

To learn more about AFM, visit www.avocadosfrommexico.com, Facebook (www.facebook.com/AvocadosFromMexico) or Twitter (@AvosFromMexico).


Booking.com

Booking.com,the travel site, will air a 30-second ad in the fourth quarter of Super Bowl LVI.

Horses & Mules handeled the creative for the commercial, while Mindshare handled media buying.


BMW

BMW will advertise in the Super Bowl for the first time in seven years.

In 2015 they ran this spot. Titled “Newfangled idea,” the ad shows Bryant Gumbel and Katie Couric trying to figure out how the electric vehicle works.


Caesars Sportsbook

The brand announced it will air it’s Super Bowl commercial debut 30-second spot during the second quarter


Carvana


Colgate – Palmolive

Irish Spring, the 50-year-old soap brand by Colgate-Palmolive brand will run a 30-second spot during the 4th quarter. A visit to the irish spring.


Crypto.com

First-time Super Bowl advertiser.


Doritos/Cheetos

PepsiCo’s Frito-Lay revealed the details of its co-branded Super Bowl campaign for Doritos and Cheetos Flamin’ Hot, including the full in-game spot starring musicians Megan Thee Stallion and Charlie Puth, per an announcement.

Frito-Lay, the company behind the über-popular flavor, is bringing two of its iconic brands together — Cheetos and Doritos — for the new Flamin’ Hot spot, highlighting Cheetos Flamin’ Hot Crunchy and the new Doritos Flamin’ Hot Cool Ranch.

The ad, previously teased through a series of trailers, depicts an explorer accidentally dropping her bags of Doritos Flamin’ Hot Cool Ranch and Cheetos Flamin’ Hot Crunchy on the forest floor. A menagerie of animals quickly samples the snacks and reacts to the spicy flavor, with their noises coalescing into a reimagined version of Salt-N-Pepa’s “Push It” featuring Puth and Megan Thee Stallion.

To support the ad, Frito-Lay will debut a Flamin’ Hot Hub on Feb. 5 carrying information on its Flamin’ Hot portfolio, recipe ideas and auxiliary big game content. Visitors can subscribe to receive an email newsletter dedicated to Flamin’ Hot announcements around partnerships and merchandise, while the marketer is plotting other activations to stir the pot around the Super Bowl on social media.


DraftKings


Expedia

Expedia Group Inc. is advertising in the Super Bowl as the travel industry hopes for a more robust rebound and the company seeks to breathe new life into its brands.

The company will run a commercial for its Expedia booking site during NBC’s telecast of the Super Bowl on Feb. 13, and will showcase its vacation-rental marketplace Vrbo in a pregame ad. Other brands at Expedia Group include Orbitz, Hotwire and Hotels.com.

“We’ve been sitting at home ordering stuff from Amazon, and probably buying more crap than we really need. But it’s because we haven’t been able to invest in experiences,”said Jon Gieselman, president of Expedia Brands. “The Super Bowl spot asks that question, ‘Do you want to invest in more stuff, or experiences?’”

The ads will introduce new creative approaches for Expedia and Vrbo.


FTX

The cryptocurrency exchange platform will use the game to “help educate consumers on crypto and assure that it is safe and accessible to everyone.”


Gillette

GilletteLabs with Exfoliating Bar  It will focus on the theme of the razor providing “a quick and easy shave” and be product focused. “We’re going the non-celebrity, non-athlete” route with the commercial to help keep the focus on the product.

“We are extremely excited to be back in the Super Bowl for the first time since 2006, as the GilletteLabs with Exfoliating Bar launch is a big one for us that deserves this national stage,” said Mariana McQuattie, senior vice president, P&G Grooming, North America, in a statement provided via email. “We’re even more excited to add to our legacy in sports with our Super Bowl activity. We truly believe GilletteLabs with Exfoliating Bar is a game changer. Men who’ve tried it love it and say they would never go back to an ordinary razor.”


GM General Motors

Automotive brand General Motors will air their thirdconsecutive Super Bowl spot during LVI according to Ad Age.


Google


Greenlight


Hellmann’s

In an early teaser, viewers see New England Patriots linebacker Jerod Mayo, as well as his wife, Chantel Mayo.

Mayo plays a parody version of himself and is joined by NFL linebacker Lester Speight as the fictional “Officer Linebacker Terry Tate” who arrives from “Hellmann’s Special Ops”. As Hellmann’s shared, the theme of the commercial is to tackle food waste, as Mayo helps form a “Mayo x Mayo food waste tackling team” and is coached through the tackling process by the “legendary” Tate. 


Hologic

Called “Her Health is Her Wealth.” this 30 sec. Super Bowl spot for female medical tech firm Hologic, features Mary J. Blige in front of the camera and a female team behind it. The spot was directed by Child, whose bio says she focuses on exploring “the depths of the Black experience.” Child has previously worked with the likes of Janelle Monáe, H.E.R. and Dojo Cat.


Kia

Kia America will return to the Super Bowl in 2022 with a 60-second spot designed to build on the brand’s established Super Bowl presence, including our recent three-year sponsorship of the USA Today AdMeter. This will be Kia’s 13th big game ad, with previous spots highlighting the brand’s “Accelerate The Good” charitable initiatives, including the “Great Unknowns Scholarship” which provided educational assistance for students in need looking to complete higher education and the “Yards for Homelessness” initiative which provides resources to the homeless youth population throughout the U.S..

Watch Kia’s ads from previous years.


Lay’s

Returning to the game after 17 year hiatus.


Meta (formerly facebook)


Nissan

One :60 second commercial in its return to Super Bowl advertising since 2015.

The new 2022 ad called “Thrill Ride,” is expected to be more lighthearted than serious, with the goal of entertaining viewers.

Nissan outlined its plans, saying it plans to run “a 60-second ‘comedy thriller’ created to celebrate the brand’s newly completed product revitalization,” per a release.

That spot will feature stars the all-new 2023 Nissan Z, the all-new 2023 Nissan Ariya electric crossover, and “a host of famous faces” including Nissan Brand Ambassador Brie Larson.


NFL

The NFL will have a spot during the game. In 2019 their “100th Season” commercial topped our annual poll.


Pringles

The stacked chip brand will have a 30-second spot for the fifth consecutive year.

“We’re excited to kick off another year by bringing something fun and completely new to our dedicated Pringles fan base and Big Game viewers,” Gareth Maguire, senior director of marketing for Pringles, said in a statement.

In 2021 they kept up their stacking flavor combinations concept.


QuickBooks

In it’s first branded spot, the Intuit-owned brand will run a 30-second commercial in the fourth quarter of the game. The creative is expected to be part of its new “Easy Start” campaign.


Rakuten

30-second commercial in the first half of the game for the first time Super Bowl advertiser.


Sam’s Club

Sam’s Club first-ever Super Bowl commercial will star Kevin Hart. The 30-second commercial features Hart receiving what he believes to be a VIP-shopping experience, unaware that he is using a service available to all Sam’s Club members. The spot will promote the brand’s Scan & Go checkout function.


Squarespace


Taco Bell

Celebrating its 60-year anniversary this year,

The restaurant chain will air a 30-second commercial in the fourth quarter of Super Bowl 56 that “celebrates a modern expression of Live Más.”

Deutsch LA was a production partner and the fully integrated campaign will include work from Edelman and Spark Foundry.

Taco Bell made its last Super Bowl appearance in 2016, airing a 30-second spot, created by Deutsch LA, that premiered during the first quarter of Super Bowl 50. Titled “Bigger Than Fútbol,” the ad featured star athletes James Harden and Neymar.

Before then, Taco Bell had previously taken a three-year break, releasing a spot for Super Bowl 47 in 2013 titled “Viva Young.” That ad saw the single biggest spike in mentions of a brand on social media with 32,262 related posts per minute, according to Attensity Media.


Turkish Airlines


Toyota

It’s 6th Super Bowl ad in a row. Last year’s ad was part of our Top 5 Ads of 2021 and featured paralympian Jessica Long.


TurboTax (Intuit)

The brands 9th consecutive Super Bowl ad. In 2021 they ran this off-beat spot.


Uber Eats


Verizon

Verizon will return to the Super Bowl with its fifth consecutive ad. — with Cable Guy Jim Carrey


Vroom

Returning advertiser will have one :30 second spot.


Wallbox

Electric Vehicle charging brand Wallbox is airing its first-ever commercial during Super Bowl LVI. 

“We are at the Super Bowl because our consumers are at the Super Bowl,” said CMO Bárbara Calixto. “This is going to be such an important gadget in people’s lives. It’s like having your own gas station in your house.”

The 15-second ad will air during the second quarter.


WeatherTech

Returning 9 time advertiser will have one :30 second spot in the first half.

Last year the brand rand two spots. “We Never Left”, and “Family”


Here’s some other places where you can find the latest news.

https://www.adweek.com/brand-marketing/super-bowl-lvi-ad-tracker-updates-on-all-the-2022-commercials/

https://adage.com/article/special-report-super-bowl/regularly-updated-list-all-brands-super-bowl-lvi/2377511

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