Who's Buying What in Super Bowl 2023
Our updated look into the companies advertising during Super Bowl LVII in 2023.
Every year, Super Bowl Sunday is a time for millions of Americans to get together with their friends and family to watch the biggest game of the year. But over the past decade, the Super Bowl has become more than just a sporting event; it has become an event that celebrates advertising. From pre-game releases to in-game surprises, advertisers have recognized the power of the Super Bowl and the hype it can generate for their brands.
Advertisers recognize that a commercial during the Super Bowl is an opportunity to reach an incredibly large audience, and they’re willing to pay top dollar to make sure their product or service is seen by millions. Companies understand how much potential their brands have when they advertise during this event, so they pour hundreds of millions into creating memorable commercials that will be talked about long after the game ends.
Super Bowl LVII is fast approaching and brands are ramping up for their biggest ad campaigns of the year. After creating some of the best ads of 2022, BMW, CarMax, Carvana, Nissan, Toyota and Vroom are sitting this one out. Anheuser-Busch InBev has ended its 33-year+ alcohol exclusive, making way for new advertisers such as Kia, Rémy Cointreau, Diageo, Molson Coors, Sam Adams, Heineken, Warner Bros. Discovery, PepsiCo, Kellogg’s, Avocados From Mexico, Mars-Wrigley, Hellmann’s Mayonnaise, DraftKings, FanDuel, Rakuten, Procter & Gamble and Intuit. Headlining the halftime show is nine-time Grammy winner Rihanna, produced by Jay-Z’s Roc Nation and Apple Music.
In addition to airing commercials during the game itself, many companies are opting to release teasers or pre-game ads in order to build hype leading up to game day.
But why are these advertisements released so early? Well, there are many reasons that companies choose to release their Super Bowl commercials prior to the game itself. The first and perhaps most obvious reason is to build hype for their product or service. By getting people talking about their commercial, companies can ensure that it’s seen by as many potential customers as possible, resulting in more sales or awareness for their brand.
Not only that, but releasing commercials early also allows companies to test out their advertisement and make any needed changes before it airs during the game. This can help them better tailor the commercial to its intended audience and avoid embarrassing or inappropriate blunders on live television.
Additionally, some companies choose to release their Super Bowl advertisements early as part of a larger digital marketing strategy. By releasing a few snippets or clips from their commercial in advance of its airing during the game, these companies can build anticipation and draw more attention to their ad than if they only aired it once during the actual broadcast. This allows them more opportunity to engage with potential customers before, during and even after the big game itself.
This article will be updated often as the Super Bowl broadcast grows closer.
Anheuser-Busch
After relinquishing its hold on alcohol-related beverages from nationally placed Super Bowl Ads in 2022, Anheuser-Busch is unveiling a sophisticated advertising strategy for the upcoming Super Bowl. The strategy will feature four Super Bowl ads, three minutes of national advertising time and :30 seconds of regional advertising time, for a total of three and a half minutes. The spots will each include 360 marketing campaigns, digital and social plans, local OOH, e-comm integrations, and unique in-store displays. Anheuser-Busch is also committed to inclusivity in front of and behind the camera.
Their newest campaign for Bud Light that is first airing during the NFL Playoffs is called “Easy to Drink, Easy to Enjoy” and features the Notorious B.I.G. song “Hypnotize” as its soundtrack.
Avocados From Mexico
Avocado supplier Avocados From Mexico will return to the Super Bowl in 2023 with a 30-second spot produced by agency Lerma/. This will be the eighth time the brand has advertised in the Big Game.
Booking.com
Booking.com has announced their plans to return to the Super Bowl with a 30-second commercial in the fourth quarter of the game on Feb. 12th 2021, in order to capitalize on the post-pandemic travel demand.
Crown Royal
Diageo has bought its first national ad, a 30-second spot in the third quarter for its Crown Royal whiskey. The spot is directed by Jake Scott, son of Ridley Scott whom directed the Apple 1984 ad.
Downy
Downy fabric-softener has launched a campaign featuring a “mysterious star” wearing a hoodie, who has promised to wear the same outfit for 12 weeks in order to prove the company’s claim that Downy Unstopables keeps clothing fresh for that long.
Doritos
Doritos teased its ad with a vague social media post saying, “a bag of Doritos BBQ, paparazzi and a mysterious person walk into a bar…” The mystery celeb’s ring might be a giveaway as to the identity.
DraftKings
ETrade
ETrade announced that their star of recent campaigns is making a Super Bowl comeback. Look for the Talking Baby in their ads in 2023.
FanDuel
Sports-betting site FanDuel is launching a live commercial featuring four-time Super Bowl champ Ron Gronkowski. If Gronk is able to kick a field goal, FanDuel big-game bettors will win a share of $10 million in free bets.
Frito-Lay – PopCorners
The commercial is said to feature White in his iconic yellow jumpsuit, cooking up a batch of popcorn in his infamous RV. As he stirs, he is joined by his former meth-making partner, Jesse Pinkman, played by Aaron Paul. The two then enjoy a bowl of PopCorners together. The commercial will focus on Walter White’s return, as he attempts to make a comeback in the world of snacks. He’ll be promoting PopCorners’ new vegan snacks, which are made with real ingredients and have no artificial flavors or preservatives.
GM and Netflix
General Motors and Netflix have teamed up for a 60-second Super Bowl ad featuring Will Ferrell in some of Netflix’s most popular series, such as Stranger Things, Squid Game, Bridgerton, Army of the Dead and Love is Blind. The ad is part of GM’s “Everybody In” campaign, launched in 2021, which is meant to encourage the mass adoption of electric vehicles. “For us at Netflix, it was a no-brainer,” said Netflix CMO Marian Lee during a call with reporters. “We want to provide joy for our members, and our partnerships give us the opportunity to engage with new and existing fans through creative storytelling and campaigns.” GM and Netflix released two teasers on Thursday, showing Ferrell in the worlds of Squid Game and Army of the Dead. The full 60-second ad will run during the second quarter of the 2023 Super Bowl. The first teaser, “Directions,” features Ferrell in an electric vehicle asking a zombie for some help.
Google has revealed that its Super Bowl commercial this year will once again promote the Pixel phone and its camera features, which were featured in an award-winning ad from the game last year. Titled “Fixed on Pixel,” the 90-second spot will air in the second quarter of the game and feature Giannis Antetokounmpo, Doja Cat and Amy Schumer. It will showcase the Pixel 7 and Pixel 7 Pro’s photo editing features, as well as a subtle mention of Google AI, which powers the photo-enhancing products in the phone. The ad was created by Google’s in-house creative team and will be released in full next week.
Heineken
Heineken is touting sobriety in its 30-second spot in the first half of the game to promote Marvel’s Ant-Man and the Wasp: Quantomania. In it, Paul Rudd reaches for a non-alcoholic Heineken 0.0 to ensure he has a clear head before setting out to save the world.
Hellmann’s
Hellmann’s will make their third consecutive Super Bowl appearance with a 30-second spot airing during the third quarter of the game. The campaign, entitled “Make Taste Not Waste”, is a the third consecutive year continuation of their tackling food-waste and was created by Wunderman Thompson. Jon Hamm and Brie Larson search for each other inside a refrigerator.
Jeep
Look for a 60-second ad to air in the 2nd Quarter of Super Bowl LVII
Kia
Kia will be returning to the Super Bowl for a second consecutive year with an ad created by their agency of record, David & Goliath. Last year, Kia was among a number of automotive advertisers that were introducing their electric vehicles. They are the first automaker to confirm their ad buy for this year.
M&Ms
Mars-owned candy brand M&M’s is set to return to the Super Bowl in 2023 after a one-year hiatus, with a 30-second spot produced by BBDO New York during the second quarter of the game. This is part of a month-long campaign to be launched in February and follows 10 consecutive years of M&M’s Super Bowl advertising. After stating that their new campaign would feature their spokescandies, an late surprise announcement said there will be a “pause” from the candy characters: “In their place, we are proud to introduce a spokesperson America can agree on: the beloved Maya Rudolph.” The all-ages audience of the Super Bowl (and Super Bowl ads) is part of what is extra exciting about the collab for Rudolph who says, “it’s genuinely very exciting for something to be a part of everyone’s lives.”
Michelob Ultra
Michelob Ultra is set to rekindle a classic movie, “Caddyshack,” with teaser ads featuring CBS NFL analyst and ex-player Tony Romo, soccer star Alex Morgan, and boxer Canelo Álvarez, Serena Williams, and actor Brian Cox. (and a few of the original Caddyshack cast)
Molson Coors
Miller Lite and Coors Light are battling in billboards and print ads to see which brand gets the 30-second spot. The last time the company had a national in-game ad was in the 1980s.
NFL
Two bellhops — who look an awful lot like Detroit Lions defensive end Aidan Hutchinson and Pittsburgh Steelers defensive tackle Cam Heyward — make their way down a hotel hallway like they’re on a mission. After Cam asks “what’s the play?” the pair stop at a room and knock. “Housekeeping!” Aiden says in a squeaky, fake voice, causing Cam to look at him incredulously but ultimately follow suit. Jalen Ramsey and Sauce Gardner take a break from their day jobs as NFL cornerbacks to pull double duty at the football stadium as part of the security detail. But are things really secure when Sauce has his eyes on only one thing?
Paramount+
Pepsi Zero Sugar
Pepsi Zero Sugar will highlight the newly re-formulated low-calorie soft drink.
Planters
Planters is returning with an ad where Mr. Peanut get roasted and hosting a Super Bowl party with NFL greats Rob “Gronk” Gronkowski and Vernon Davis.
Pringles
Kellogg’s is bringing Pringles back for a 30-second sequel to last year’s ad where a hand gets stuck in a can reaching for a crisp and must live out life’s most endearing moments with it. This year, that hand belongs to a mystery celebrity reaching into a “bedazzled” can but will it be worth it, the campaign asks. This is Pringles 6th consecutive year in the game.
Rakuten
Rakuten returns for second consecutive Super Bowl with an ad that says people still need to buy things even during periods of high inflation, and when they do, they should be able to save.
RAM Trucks
Look for a RAM truck ad to be aired durning the 4th Quarter
Rémy Martin
Rémy Martin is launching a 60-second advertisement during the first quarter of Super Bowl LVII to showcase its concept of Teaming Up for Excellence. This marks the third year in a row that Rémy Cointreau has invested in the Super Bowl and the first time on a national scale. It is part of the company’s strategic plan to become the global leader in exceptional spirits.
The Servant Christian Foundation
The Servant Christian Foundation, a Christian advocacy group, will be running two spots during the 2023 Super Bowl. The spots will demonstrate how the teachings of Jesus have the power to change the world through radical love, generosity, and kindness. The spots were created by the agency Lerma/ who are also behind Avocado from Mexico’s Super Bowl spot.
Squarespace
Tubi
Uber One
Warner Bros.
Possibly a sneak peek of The Flash starring Ezra Miller, Ben Affleck and Michael Keaton