The Ads of Super Bowl LVI
Welcome to Muse's coverage of the ads of Super Bowl LVI. We're covering only the in-game spots this year—no teasers. Below, see the full spots as they're released leading up to the Feb. 13 game. We'll have all the spots here after the game, too.
A few other Super Bowl things we've been working on:
- Check out our Super Bowl Classics series, where we've been revisiting memorable spots from past games, with commentary from top ad creatives and pop-culture observers. We'll have new episodes all the way up through game day.
- We're teaming up with Reddit for an AMA during the Super Bowl itself. More details to come.
- After the Super Bowl, we'll have a jury of creatives and celebs pick the best spot of the game, which will earn the coveted Super Clio.
The Ads of Super Bowl LVI
See the in-game commercials (updated regularly):
• Avocados from Mexico
• Bud Light Seltzer Hard Soda
• Bud Light NEXT
• Caesars Sportsbook
• Cue Health
• Cutwater Spirits
• Disney+ (two spots)
• General Motors
• Intuit Quickbooks and Mailchimp
• Irish Spring
• Michelob ULTRA
• Michelob ULTRA Organic Seltzer
• Planet Fitness
• Prime Video (two spots)
• Rocket Mortgage
• Sam's Club
• Taco Bell
• T-Mobile (three spots)
• Toyota (two spots)
• Turkish Airlines
• Uber Eats
• Universal Pictures
Alexa can read Scarlett Johansson and Colin Jost's minds in Amazon's latest celeb spot for the game. Lucky Generals and director Wayne McClammy developed the ad, which will run as a :60.
AMC+, the streaming service being introduced by AMC Networks, aired an ad on the game—featuring footage from five shows, including Anne Rice’s Interview With the Vampire and Anne Rice’s Mayfair Witches.
Avocados from Mexico
Andy Richter stars in Avocados From Mexico's Super Bowl spot, set in Roman times. This is the :30 that will run in-game. Agency: GSD&M.
Arnold Schwarzenegger and Salma Hayek Pinault star as Zeus and Hera in BMW's :60 from Goodby Silverstein & Partners, pitching the all-electric BMW iX.
Idris Elba stars in Booking.com's :30, all about how the digital travel leader isn't "flashy, sexy or lit," but does help you book the perfect vacation. Agency: Horses & Mules.
Bud Light NEXT
Bud Light NEXT, Anheuser-Busch's first zero-carb beer, hits stores today—and the brand also unveiled its Super Bowl commercial—a :45 from Wieden+Kennedy New York that salutes innovators.
Bud Light Seltzer Hard Soda
Celebrity chef Guy Fieri stars in this :45 for Bud Light Seltzer Hard Soda, which takes place in the "Land of Loud Flavors." Agency: Wieden+Kennedy New York.
After sitting out last year's Super Bowl to redirect funds to Covid-19 vaccine awareness, Budweiser is returning this year—and leaning heavily into its iconography with a Clydesdale spot from VaynerMedia and director Chloé Zhao.
JB Smoove and Halle Berry return as Caesar and Cleo in this sports betting brand's Super Bowl :30, which also features three Manning brothers.
Carvana, an online car seller, will air this :30, created in-house, starring an "oversharing mom" who can't stop talking about Carvana.
Chevrolet aired this :60 with the kids from the Sopranos. The spot pushed the Silverado EV, with 400 miles of range on a full charge of the Ultium battery. "A whole new truck for a whole new generation," says the automaker.
Gal Gadot provides the voice of Cue, a smart device for your health, in this :30 from Doner LA.
Cutwater Spirits parodies the famous 1997 Apple ad "Here's to the Crazy Ones" in its :30, titled "Here's to the Lazy Ones." This is the :60 extended cut. Agency: AKQA.
Disney+ aired a TV spot for the Moon Knight series and a second spot with a goat theme.
The sports betting app's :30 introduces the Goddess of Fortune, who encourages you to go all in—since "life's a gamble." Agency: VaynerMedia.
Ewan McGregor stars in Expedia's :30, which makes the argument for accumulating experiences rather than useless "stuff." Agency: Anomaly L.A.
Megan Thee Stallion and Charlie Puth lend their voices to this :60, playing characters who heat up upon their first taste of Doritos Flamin' Hot Cool Ranch and Cheetos Flamin' Hot Crunchy, all to the tune of the epic '80s anthem "Push It" by Salt-N-Pepa. Agency: Goodby Silverstein & Partners. Director: Tom Kuntz.
General Motors will run a :60 for its electric vehicles starring with Mike Myers bringing back his Dr. Evil character from the Austin Powers movies—along with sidekicks Rob Lowe, Seth Green and Mindy Sterling. This is the :90 extended cut. This is the second straight year that Myers has reprised an old character, following the Wayne's World spot for Uber Eats last year. Agency: McCann Detroit.
Gillette aired :30 in the second quarter dedicated to the GilletteLabs With Exfoliating Bar razor.
Google's 60-second spot features a brand-new track from Lizzo and highlights the "Real Tone" technology on the Pixel 6 phone, which better captures darker skin tones in photographs.
Greenlight Financial Technology, a family fintech company on a mission to help parents raise financially smart kids, will run this :30 starring actor and comedian Ty Burrell. Agency: Haymaker.
HBO aired a :30 cut from agency Motive promoting the upcoming Los Angeles Lakers film Winning Time coming to HBO Max.
Hellmann's channels a Reebok/Terry Tate vibe with a spot starring linebacker turned pro football coach Jerod Mayo, who tackles (literally) the problem of food waste at home. This is an extended version of the spot. The in-game ad is expected to be a :30. Agency: Wunderman Thompson.
Mary J. Blige starred in a :30 from medical technology company Holigic. Agency: CHÉ Creative.
Intuit QuickBooks and Mailchimp
Intuit will air this :30 for both its QuickBooks and Mailchimp brands, starring DJ Khaled. It's part of QuickBooks' new "Early Start" campaign focused on helping new entrepreneurs succeed while navigating the duality of emotions many many experience when pursuing their passions. Agency: TBWA\Chiat\Day LA.
Irish Spring humorously subverts its own advertising history in this amusing :30 from agency Ten6.
David&Goliath and director Noam Murro created this :60, in which a Robo Dog escapes a retail store and begins an epic chase around a buzzing city in search of the all-electric Kia EV6 and its owner.
Seth Rogen and Paul Rudd star in Lay's Super Bowl spot, in which sharing a bag of chips sends them down memory lane—with an amusing series of faux-reminiscences. The spot was written by Rogen and Evan Goldberg, and directed by Goldberg. This is the brand's first Super Bowl ad in 17 years. (Rogen and Rudd have done a Super Bowl ad together before—this one in 2013 for Samsung.) Agency: Highdive.
Meta gets the band back together in its :60, starring an animatronic rock-star dog who discovers the metaverse after his real-life gig falls apart.
Michelob Ultra will air an episodic series of spots on the Super Bowl for three sibling brands: national spots for Michelob ULTRA and Michelob ULTRA Organic Seltzer, and a regional spot for Michelob ULTRA Pure Gold. The spots take place at a bowling alley called the Super Bowl, and star six athletes—Serena Williams, Peyton Manning, Jimmy Butler, Nneka Ogwumike, Alex Morgan and Brooks Koepka—with cameos from Steve Buscemi and Becky G. This is the :60 for Michelob ULTRA that will run first. Agency: Wieden+Kennedy New York.
Michelob ULTRA Organic Seltzer
Michelob Ultra will air an episodic series of spots on the Super Bowl for three sibling brands: national spots for Michelob ULTRA and Michelob ULTRA Organic Seltzer, and a regional spot for Michelob ULTRA Pure Gold. The spots take place at a bowling alley called the Super Bowl, and star six athletes—Serena Williams, Peyton Manning, Jimmy Butler, Nneka Ogwumike, Alex Morgan and Brooks Koepka—with cameos from Steve Buscemi and Becky G. This is the :30 for Michelob ULTRA Organic Seltzer that will run second. Agency: Wieden+Kennedy New York.
Eugene Levy stars in Nissan's :60, which also features appearances by Brie Larson, Danai Gurira, Dave Bautista and Catherine O’Hara. The spot is from TBWA\Chiat\Day NY and director Craig Gillespie.
Linday Lohan stars in this 30-second spot for Planet Fitness, created by Publicis New York and Le Truc.
Polestar, the premium electric car company, aired this :30 during the first quarter. Agency: Forsman & Bodenfors.
Amazon's Prime Video will air two :30s during the game. One, from Wieden + Kennedy, will promote Prime Video as the exclusive new home of Thursday Night Football next fall. The other promoted the upcoming Lord of the Rings series.
A guy gets his hand stuck in a tube of Pringles, permanently, in the brand's comical Super Bowl spot, which will air as a :30. There is also a :90 extended cut. Agency: Grey.
Hannah Waddingham of Ted Lasso fame stars in Rakuten's first Super Bowl ad—a :30 set at an opulent private poker game and hyping Cash Back with Rakuten. Agency: In-house.
Rocket Mortgage aired this :60 for its Rocket Mortgage and Rocket Homes brands. The spot featured Anna Kendrick and Mattel's Barbie, whose Dreamhouse is turning 60 this year. Agency: Highdive.
Matthew McConaughey stars in Salesforce's :60, which talks about taking care of the planet we have before diving into the metaverse. Dante Ariola directed the spot, created in-house.
Sam's Club is debuting its first Super Bowl ad with the help of comedian and actor Kevin Hart alongside his Laugh Out Loud Network. The ad is part of a campaign highlighting Sam's Club's "VIP-worthy" services and merchandise. Agency: VMLY&R with creative ideation from Hart and LOL Studios.
Squarespace's eighth Super Bowl ad stars Zendaya as Sally, an entrepreneur who grows her seashell-selling business in a retelling of the classic tongue twister "Sally Sells Seashells." The spot, created in-house, is narrated by André "3000" Benjamin. This :30 cut will run on Sunday.
Taco Bell's :60 stars Doja Cat, who escapes from clown college (oh, hi, McDonald's) and goes on a wild ride through the city. The spot features Doja Cat's cover of "Celebrity Skin" by Hole, featuring lyrics reworked in partnership with Courtney Love. Agency: Deutsch LA.
T-Mobile returns to the Super Bowl for the ninth consecutive year with three :30s. Two of them star Dolly Parton and Miley Cyrus to fight the good 5G fight and #DoItForThePhones. The third features Zach Braff and Donald Faison singing about T-Mobile home internet. Agency: Panay Films.
Toyota will air this 60-second ad featuring real-life brothers: Brian McKeever (Global Team Toyota Athlete and Canada's most decorated Winter Paralympian) and Robin McKeever (Olympian, cross-country skiing/Paralympic guide and coach, Para Nordic Skiing). "Brothers" will air in the first position in the first commercial break of Sunday's game. Agency: Saatchi & Saatchi, in partnership with Dentsu and directed by Seb Edwards. Toyota also aired a second spot starring Leslie Jones, Tommy Lee Jones and Rashida Jones.
TurboTax's 45-second spot features the brand’s new TurboTax Live expert matching as well as a cameo from Jason Sudeikis. Agency: Wieden+Kennedy. Directed by Alex Prager.
Turkish Airlines is using the Super Bowl to launch a new global ad campaign centered around the concept of Pangea, which millions of years ago was a single and connected supercontinent. The Super Bowl :30 stars Morgan Freeman on a plane, talking about the reunification and reconnection of people and worlds. It will air during the second quarter. Agency: Whale.
Jennifer Coolidge, Gwyneth Paltrow, Nicholas Braun and Trevor Noah star in this :30 for Uber Eats, humorously promoting the brand's deliveries well beyond food. Agency: Special U.S.
Jim Carrey brought back the Cable Guy for Verizon's Super Bowl ad, promoting 5G in-home and business services. Agency: McCann.
Vroom's second Super Bowl ad, following its debut last year, features a Broadway musical-style song and dance, choreographed by La La Land's Mandy Moore, showing the rollercoaster of emotions car sellers feel when they find a buyer on a peer-to-peer site who flakes on the transaction. Agency: Anomaly New York.
Wallbox, the electric vehicle (EV) charging brand, will air this :15, featuring Seth Thomas, a lightning strike survivor from Durham, North Carolina, who is trying to overcome his fears and embrace electricity.
WeatherTech is back with its ninth Super Bowl appearance, this time with more of an action bent than in past years. Agency: Pinnacle.