Here’s everything we know about the Super Bowl ads so far

Super Bowl 51 is set to air on Fox on February 5 and, as usual, the big game’s broadcast will be stuffed to the brim with big-money ads, reportedly costing $5 million for a 30-second slot.

Unlike last year, as Marketing Land pointed out, many brands are keeping unusually quiet so far about their Super Bowl activity. But expect to see more teasers as the Super Bowl draws closer.

We’ll be keeping you up to date with all the latest commercials, teasers, and other Super Bowl ads news.

Scroll down to see what we know so far about the Super Bowl ads (we’ve organized all the news in alphabetical order, by brand.)

84 Lumber


Construction-supply company 84 Lumber has splashed out an estimated $15 million on a 90-second ad – its debut Super Bowl spot, AdAge reported. The ad, created by Brunner, will air in the second quarter, before half-time and aims to recruit new employees.

However, the first cut of the ad has had to be scrapped after Fox rejected it for being “too political,” Campaign first reported. The creative had featured a wall blocking people looking for work in the US.

Here’s a recent 84 Lumber ad, celebrating its 60th year:



The automaker is returning to the Super Bowl for the ninth time, with an ad created by agency Venables Bell & Partners, according to Adweek.

Last year’s spot featured David Bowie’s “Starman”:

Avocados from Mexico


Avocados from Mexico told Business Insider in December it was coming back to the Super Bowl in 2017. It’s the third year in a row the brand has advertised in the big game.

This year’s ad will be focused on promoting the fact that avocados are healthy, something the company was not explicitly permitted to do so in the past due to old FDA rules.

Here’s last year’s spot:



The drinks company has bought a 30-second spot, which will star Justin Timberlake, AdAge reported.

Timberlake is being referred to in the ad as Bai’s “chief flavor officer.”

Last year, Bai ran a regional spot dubbed “Horse Whisperer.”

Bud Light


The US’ top-selling beer will air a 60-second ad during the Super Bowl that will not include celebrities, according to The Wall Street Journal.

The ad, created by Wieden+Kennedy, will carry the tagline: “Famous Among Friends.”

Last year’s Bud Light Super Bowl spot starred Amy Schumer and Seth Rogen:



Buick spokesman Stuart Fowle confirmed to Detroit News in January that the brand will be returning to the Super Bowl for the second year running.

Fowle said last year’s spot helped drive traffic to its website and interest in its vehicles. It featured Odell Beckham Jr. showing off the Buick Cascada:



Busch beer is coming to the Super Bowl for the first time, according to Beer Marketer’s Insights, which broke the news in December.

Deutsch will create the ad, according to Adweek. There are no more details on the creative just yet.


Foto: source Andy/Flickr

Febreze will make its Super Bowl debut with a 30-second spot in the second quarter, created by Grey New york, according to AdAge.

A teaser spot is due to be released at some point in January.


Foto: source Flickr/Mike Mozart

The vitamins retailer plans to air a spot during the big game’s first quarter, according to Adweek.

It will form part of a larger rebranding strategy that has also seen the launch of a loyalty program, app, and new point of sale terminals.



Web hosting company GoDaddy opted out of the Super Bowl in 2016 but it’s back this year with an ad that will feature a new product, according to Adweek.

In 2015, GoDaddy was forced to pull its initial Super Bowl ad after animal lovers complained it could endorse illegal puppy farming. The new spot was a lot less exciting.

Here’s the ad GoDaddy was forced to nix:



The automaker is coming back to the Super Bowl for the third time and the second straight year.

This year’s ad will promote the 2017 Honda CR-V and will be produced by ad agency RPA, according to AdAge.

In 2016, Honda aired a fun spot featuring singing sheep to show off its Ridgeline truck:



Hyundai plans to shoot its ad during the Super Bowl itself, then air the spot shortly after the game.

The ad will be a 90-second documentary that will capture “some of the best off-the-field Super Bowl moments,” the company said in a press release.

The automaker plans to release two teasers during the AFC and NFC Championship weekend, starring former NFL payers Joe Mantana and Mike Singletary.

This year’s big game will mark the ninth time in the last 10 years it has advertised during the Super Bowl.

Here’s Hyundai’s 2016 Super Bowl commercial:



Intel is airing its first Super Bowl ad since 2010 during the big game this year.

The spot features Tom Brady walking viewers through his morning routine, using Intel’s 360-degree technology:



Kia’s 2017 Super Bowl ad will show off its Niro car and will be created by ad agency David&Goliath, according to Adweek.

A 60-second spot will star comedian and actress Melissa McCarthy and will promote its Niro vehicle. The company also released two 15-second spots in January, in which McCarthy provides the voiceover.

Here are those two spots:

Last year’s ad starred Christopher Walken:



The car marque will air its third ever Super Bowl ad during this year’s game.

Lexus confirmed in a press release the new Lexus LS and LCs will be featured in the ad and that the spot will be narrated by Minnie Driver. It will be created by Team One.

Last year’s spot, created by Walton Isaacson, was entitled “Make Some Noise”:



Mercedes will definitely be advertising in the Super Bowl this year, although the automaker hasn’t provided details on the creative.

Merkley and Partners will be involved in creating the ad, according to Automotive News. This year is the 50th anniversary of the Mercedes-AMG, so it may well have something to do with that.

Two years ago, Mercedes aired a spot retelling the story of the tortoise and the hare:

Mr Clean

Foto: source YouTube

Mr Clean is making its Super Bowl debut in 2017.

The Procter & Gamble-owned brand told AdAge the 30-second spot will be created by Leo Burnett Toronto. It will appear in the third quarter.


Foto: source Neilson Barnard/Getty

Pepsi is once again sponsoring the half-time show, this time dubbing it the “Pepsi Zero Sugar Halftime Show.”

This year it will feature a performance from Lady Gaga.

On January 18, Pepsi released this behind-the-scenes piece of footage in the buildup to the show:



Persil’s Super Bowl ad will star “The Professional,” its brand mascot, AdAge reports.

It is the second time the detergent brand has appeared in the Super Bowl, following last year’s debut.

Here’s last year’s ad:



The Wrigley confectionery brand is running a Super Bowl ad for the third consecutive year.

The 30-second spot, called “Romance,” has already been shot and doesn’t feature a celebrity, according to AdAge. It will either run in the first quarter or early in the second quarter.

Here’s last year’s effort, starring Steven Tyler:



Snickers will continue its “You’re Not You When You’re Hungry” campaign with this year’s Super Bowl spot.

“Star Wars” and “Girls” actor Adam Driver will play the lead role in the campaign, according to Brandchannel.

Last year’s ad starred Willem Dafoe:



TurboTax is back in the Super Bowl for the fourth year in the row with a spot starring DJ Khaled, Kathy Bates, David Ortiz, and Karla Souza, according to Adweek.

The 45-second spot was created by Grupo Gallegos and Wieden + Kennedy.

Here’s one of the ad’s teaser spots, starring Kathy Bates:



The car floormat-maker is coming back to the big game for the fourth time in a row this year, according to Adweek.

Last year’s effort was created by Pinnacle advertising:



Wix is returning to the big game for the third year in a row with a spot it created in-house to show of the web-building company’s heritage and its creative capabilities.

The ad stars Jason Statham and Gal Gadot:

Last year’s ad saw Wix partner with Dreamworks to use the characters from “Kung Fu Panda 3”:

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