Amazon flexed its e-commerce capabilities during a 90-second commercial that aired in the fourth quarter. The spot, titled “Saving Sawyer,” casts real-life pup and former stray, Sawyer, to play a mischievous dog alongside a family that struggles with offering enough attention to the dog while juggling various other responsibilities. The family is later seen shopping on Amazon for a dog crate — leading viewers to believe they may rehome shelter — but ends with a puppy emerging from the crate as the newest member of the family. The effort was handled in-house.

Outdoor retailers Bass Pro Shops and Cabela’s aired a 30-second spot during the first quarter that showed off a world-record Arctic Char that was caught and released in 2019.

Cybersecurity company Crowdstrike made its Super Bowl debut with a 30-second commercial that aired during the second quarter. The spot, titled “Troy,” puts a new spin on the story of the Trojan Horse that sees Crowdstrike stop the breach after some thorough investigating — a playful analogy meant to promote its ability to prevent cyberattacks. The effort was produced in-house and is part of its campaign, “Protection that Powers You,” per details shared with Marketing Dive.

Diageo’s Crown Royal ran a 60-second commercial during the third quarter of the Super Bowl. The spot was created with agency Anomaly, directed by Jake Scott and stars Foo Fighters lead singer Dave Grohl. In the commercial, titled “Thank You Canada,” Grohl is seen thanking the country for being home to various celebrities and inventions, including Crown Royal. 

Ahead of the big game, the brand on Feb. 10 released a 30-second version of the ad alluding to the commercial’s concept. It also released a series of teaser ads, with its most recent teaser spot starring Grohl and Canadian guitarist Donna Grantis, who plays “O Canada” on the guitar. The effort marks Diageo’s first appearance in the Super Bowl, according to Ad Age, a move made possible by Anheuser-Busch InBev ending its 30-year alcohol advertising exclusivity.

The Walt Disney Company celebrated its 100-year anniversary with a 90-second commercial that aired during the fourth quarter. The spot, titled "Disney100 Special Look,” evokes feelings of nostalgia with a slew of scenes from Disney movies and experiences.

DraftKings announced it will be returning to the Super Bowl with a 30-second commercial that will air during the first quarter, a spokesperson confirmed to Marketing Dive, marking the third consecutive year the brand will advertise for the game. The commercial, titled “Kevin’s Bet,” stars comedian Kevin Hart and promotes a free Super Bowl bet for viewers in states where the platform is active. 

The star-studded commercial is meant to replicate a house party and includes cameos from Ludacris, Tony Hawk, David Ortiz, Lisa Leslie, Julius Erving, The Undertaker and Emmitt Smith, each debating what Hart’s Super Bowl bet will be. The concept was developed internally with support from Hartbeat Productions, the production company of Kevin Hart.

Dunkin’ advertised in the Super Bowl with a 30-second commercial that aired in the first quarter, per details shared with Marketing Dive, marking the first-ever big game ad for the coffee chain. The ad stars Ben Affleck, who is seen working the drive-thru window and interacting with customers before superstar (and his wife) Jennifer Lopez appears, demanding an explanation and a glazed donut. The effort promotes the chain’s new offer — the Dunkin’ Run — where consumers can get a $1 classic donut with any medium or larger coffee.

The chain kept its celebrity talent under wraps for weeks, despite Affleck being spotted working the chain’s drive-thru window in January. Days before the game, Dunkin’ teased the actor’s involvement in an Instagram post. The effort was created in collaboration with Anomaly.

E.l.f. Cosmetics advertised during the Super Bowl with a 30-second spot that aired in the second quarter, marking the Gen Z makeup brand’s first game day appearance, per details shared with Marketing Dive. The commercial stars award-winning actress Jennifer Coolidge, who promotes the stickiness of the brand’s TikTok-famous Power Grip Primer.

Ahead of the game, the brand released two teaser spots that served as the announcement that Coolidge would make an appearance. Creative for the campaign was handled by Shadow and the spot was produced by Caviar, while the paid media strategy and planning will be handled by E.l.f.s digital agency-of-record, Tinuiti.

In its first Super Bowl campaign, sports betting platform FanDuel turned a bet into a commercial. If Super Bowl champion and five-time NFL Pro Bowler Rob “Gronk” Gronkowski was able to complete a 25-yard field goal during a live third-quarter commercial break, every person who placed a bet on the Super Bowl through FanDuel Sportsbook will share a $10 million prize. Though the former celebrity ended up missing — a claim disputed on social media — the so-called “kick of destiny,” FanDuel quickly assured viewers that its offer would stand. The campaign was made with Wieden+Kennedy.

The He Gets Us campaign, designed to increase cultural attention around Jesus, ran two commercials totaling 90 seconds in the game. The 30-second "Be Childlike" ad was joined by the 60-second "Love Your Enemies" spot and both used stirring music and a montage of mostly black-and-white images. The campaign, which is being billed as costing more than $100 million overall, was designed by Haven, a creative hub based in Grand Haven Michigan.

Heineken and Marvel Studios aired a commercial during the first half of the big game in what is possibly the first ad focusing on a non-alcoholic beer during a 30-second Super Bowl spot, per details shared with Marketing Dive. 

Building on a previously announced campaign starring Paul Rudd as Ant-Man, the ad promotes both Heineken 0.0 and the upcoming release of "Ant-Man and The Wasp: Quantumania." Heineken is running a co-branded program that also features other TV spots, in-store promotion, consumer sweepstakes and broadcast, digital and social media support through Feb. 28.

M&M’s aired a 30-second ad during the third commercial break of the second quarter. The commercial stars comedian Maya Rudolph, who was named the brand’s new “Chief of fun,” and features a reimagined M&M’s product — Ma&ya’s — which are filled with clams. 

The concept for the commercial stemmed from an earlier social media announcement by M&M’s tied to Rudolph’s appointment that stated its spokescandies will take an “indefinite pause,” a satirical play likely spurred from conservative criticism of the candies’ appearances, which was later confirmed to Marketing Dive to be a playful storyline. The hiatus resolved itself in the second half with a five-second ad featuring spokescandies Green and Yellow alongside a sign that reads, “We’re back!” An additional spot ran post-game, which featured all of the brand characters in a press conference style commercial announcing their return.

The effort, handled by BBDO New York, was one element of an immersive campaign slotted for the month surrounding the big game. During Rudolph’s brand takeover, the spokescandies pursued other passions, with the Orange M&M creating a meditation-themed Spotify playlist, the Yellow M&M trying its luck at a role with Mars sibling Snickers and the Green M&M partnering with with streetwear creator Jazerai Allen-Lord to create her own sneaker design. The campaign plays off a transformative year for the brand, which includes introducing a new spokescandy, Purple.

Molson Coors returned to Super Bowl advertising with a 30-second ad spot. While the concept for the commercial stayed under wraps, Molson Coors in its original announcement said it would be pitting two of its most popular brands — Coors Light and Miller Light — against one another in the lead-up to the game through a series of marketing activations. In the end of a kung fu battle between reps for the two brands, the ad was revealed to be an ad for Molson Coors' Blue Moon brand.

The effort included a tie-up with sports betting platform DraftKings for a first-of-its-kind collaboration that encouraged viewers to place bets on the details of the ad ahead of the game, per details shared with Marketing Dive. The partnership, coined the “High Stakes Beer Ad,” was promoted through teaser spots slated to air during the NFL Conference Championship games ahead of the Super Bowl. Consumers who bet on the final commercial, which was said to have six different potential endings, could win a portion of a $500,000 prize pool allocated for the activation. 

The effort, which was handled by lead creative agency Droga5, marks the first time the company has been able to advertise during the big game in over 30 years due to Anheuser-Busch InBev’s longrunning status as the event’s exclusive alcohol advertiser, an agreement that was axed last year. 

The NFL advertised during the big game with two minutes and 30 seconds of national air time. The first spot is two minutes long and features flag football star Diana Flores, Mexico Women’s National Flag Football team quarterback, who is seen running out of State Farm Stadium as everyone around her attempts to steal her flag, ultimately being too fast to catch. The second spot is 30 seconds and focuses on the community of sports viewers, acting as an announcement that the NFL will donate $500 million to community impact organizations. The effort was handled by agency 72andSunny.

Rémy Cointreau's Rémy Martin brand will be featured during the first quarter of the big game in a 60-second spot that focuses on teamwork and the pursuit of excellence, per details shared with Marketing Dive. The spot, titled “Inch by Inch,” stars tennis legend Serena Williams and is being handled by Fred & Farid New York. On Feb. 3, the brand teased the commercial with two ads, each featuring Williams. The ad marks the cognac house's first national spot after airing in 2022 a 30-second ad for its gin brand, The Botanist, in 17 markets and airing in 2021 a 30-second ad for Cointreau in 15 markets.

Stellantis aired two 60-second commercials for this year’s Super Bowl, according to a company release. The first commercial, which featured Jeep, aired during the two-minute break of the second quarter and promotes its Jeep 4xe alongside musically inclined animals, a concept teased ahead of the game. The second commercial, which featured Ram, aired in the beginning of the fourth quarter and promoted the new Ram 1500 REV. The spot, titled “Premature Electrification,” made a cheeky play on the concept of getting “too excited” to buy an electric vehicle and subsequently having fears of being left unsatisfied.

T-Mobile advertised during the Super Bowl with two 60-second commercials, marking the company’s 10th game day presence, per details shared with Marketing Dive. The first spot, meant to promote its Price Lock guarantee and 5G network, stars Bradley Cooper and his mom in a series of comedic outtakes as Cooper attempts to portray the role of a T-Mobile employee, though his mom is quick to poke fun at the star, who is seen wearing a t-shirt boasting T-Mobile’s signature pink hue.

The second spot sees "Scrubs" stars Zach Braff and Donald Faison, who were featured in the brand's Super Bowl spot last year, singing the praises — literally — of T-Mobile 5GHome Internet as part of a "Grease"-inspired musical scene that also features John Travolta. The effort was handled by Panay Films.

E-commerce startup Temu debuted its first-ever Super Bowl ad during the first quarter of the big game, a spokesperson confirmed to Marketing Dive. The 30-second ad, titled “Shop Like a Billionaire,” is meant to highlight the Temu mobile app and its ability to connect users with a wide range of products at affordable prices. The effort was handled by Saatchi & Saatchi. The ad also ran in the third quarter.

The Farmer’s Dog aired a 60-second ad during the second quarter of the Super Bowl. The spot, titled “Forever,” follows the journey of a girl and her dog as the two grow up together, remaining inseparable even through major life events like moving away from home and getting married. The brand also shared an extended version of the ad, which was created in-house, per Ad Age, with help from production company Sanctuary Content. 

Streaming platform Tubi made its Super Bowl debut with three commercials that collectively spanned 90 total seconds of airtime, per details shared with Marketing Dive. 

During the first quarter, Tubi and Fox teamed for a 15-second spot, "Interface Interruption," that showed two FOX Sports announcers before the Tubi interface took over, as if someone was flipping channels during the game. Tubi followed that with "Rabbit Holes," a bizarre 60-second spot wherein giant rabbits push and kick people into rabbit holes that show off the streamer's library of content, and the previously-released 15-second spot “Gardener” that also teases the existence of giant rabbits.

The effort is meant to serve as the reveal for the platform’s new personality and long-term creative strategy in partnership with new agency of record, Mischief @ No Fixed Address. In the weeks leading up to the game, Tubi shared two teaser spots, "Gardener" and “Bleachers,” meant to offer insight as to what the reinvented personality will look like. The ad-supported video-on-demand (AVOD) platform is owned by Fox, which is broadcasting the game.

"While other streamers take a title-first marketing approach, Tubi is leading with a brand-first strategy—debuting our personality and inviting people into our interest-based and personalized content collection for the long-term,” said Nicole Parlapiano, CMO of Tubi, in a statement.

DoorDash will run a 30-second commercial during the Super Bowl, per details shared with Marketing Dive. The spot features celebrity chef Matty Matheson ("The Bear") and Wu-Tang Clan rapper Raekwon the Chef as they help a DoorDasher make decisions in a grocery store.

The spot is part of DoorDash's newest campaign, "We Get Groceries," the brand's first campaign highlighting grocery delivery on the platform. The campaign was created in partnership between DoorDash's in-house creative studio Superette and The Martin Agency, and will appear across TV, in-app, digital, out-of-home, radio and other channels from February through June.

E-Trade announced it would be returning to the Super Bowl with a 30-second commercial that will air during the game’s first quarter, a spokesperson confirmed to Marketing Dive. The brand on Feb. 10 revealed the full ad, which finds the E-Trade Baby — a brand character that returned in its commercial last year — attending the wedding of another two babies.

The effort was handled by E-Trade’s longtime creative agency MullenLowe. E-Trade, a Morgan Stanley-owned online brokerage, has routinely advertised during the big game.

NBCUniversal streamer Peacock will advertise during the big game with a 30-second commercial airing in the fourth quarter, Ad Age confirmed. The commercial pokes fun at other brands that will advertise during the game and stars actor Natasha Lyonne as Charlie Cale, whom she portrays in the streamer’s new series, “Poker Face.” 

In the series, the fictitious Cale supposedly has a knack for determining whether or not people are lying, which is put to the test in the streamer’s ad when Lyonne is asked about commercials that are set to appear in the big game ahead of Peacock’s, confidently assuring the person seated next to her that the child shown in Google’s Pixel 7 ad is actually a 19-year-old and that the M&M’s spokescandies, who recently spoke of taking an “indefinite pause,” never actually left. 

The tie-ins with Mars brand M&M’s and Google were non-paid integrations. The spot was directed by Dan Opsal and created with production company Hungry Man.

Kia will return to the Super Bowl with a 60-second commercial, making it the 14th year the car manufacturer will appear, a spokesperson confirmed to Marketing Dive. The spot, handled by creative agency of record David & Goliath, will promote the 2023 Telluride X-Pro. 

The brand on Feb. 9 shared the full ad, "Binky Dad," which focuses on a father who must drive home to retrieve a pacifier and whose adventure — set to the theme from "Rocky" — goes viral. Previously, Kia hinted that pacifiers will play a role in its messaging, even creating a Change.org petition to add a Binky emoji.

In addition to the 60-second spot, Kia will share three alternate endings to the spot on TikTok, which it bills as a first-of-its-kind initiative for a Super Bowl ad. The campaign also includes six-, 15- and 30-second versions of the spot as well as digital and social elements.

Squarespace is returning to the Super Bowl with a 30-second commercial, a spokesperson confirmed to Marketing Dive. The latest effort marks the ninth year the platform will advertise during the game. 

The brand on Feb. 9 revealed the 30-second version and an extended cut of the ad, which finds multiples of Adam Driver approaching "The Singularity" created by Squarespace, a website that makes websites. On Jan. 31, the brand revealed that Driver would star in the ad and shared a teaser featuring the actor (in several forms).

Glucose-monitoring brand Dexcom announced it would return to Super Bowl advertising for the second year with a 30-second ad starring musician Nick Jonas, per details shared with Marketing Dive. The commercial, titled “Feels Like Magic,” was unveiled Feb. 8 and promotes a new G7 continuous glucose-monitoring device, which is set to launch globally in the coming weeks. The effort was handled by agency Marcus Thomas.

Doritos will return to the Super Bowl for the 23rd time with a 60-second commercial airing in the second quarter that stars musicians Jack Harlow, Missy Elliott and Elton John, per details shared with Marketing Dive. The spot, titled “Jack’s New Angle,” was shared Feb. 8 and features Harlow, who leaves the rap industry in pursuit of a new passion, the triangle. The ad promotes the new Doritos Sweet & Tangy BBQ product.

Also included in the commercial is creator Angelita Yadao-Payad, the winner of the brand’s weekslong TikTok challenge that asked users to share a triangle-inspired dance for the chance to appear in the ad. Ahead of the big game ad’s unveiling, Doritos released several teaser videos, one, titled “Hallway,” which featured Harlow and Elliott together, and two others that showcase the stars separately. 

In addition to the ad, Doritos will also recreate its Super Bowl ad in the metaverse in what it calls a first-of-its-kind activation, offering consumers the chance to produce and record triangle-inspired tunes at Doritos Triangle Studios in Decentraland. On game day, it will also activate a social media challenge on Twitter — called Doritos Triangle Scheme — asking users to scan or tap a QR code within the brand’s tweet to generate their own QR code and tweet it out tagging the brand and adding the hashtags #DoritosTriangleScheme and #Entry for the chance to win $25,000.

Google announced it would be advertising in the Super Bowl with a 90-second ad airing in the second quarter, per details shared with Marketing Dive. The star-studded commercial, unveiled Feb. 8, features cameos from big names including music artist Doja Cat, actor Amy Schumer and NBA All-Star Giannis Antetokoumnpo. The effort, titled “Fixed on Pixel,” is meant to highlight the photo editing capabilities of the tech giant’s Pixel 7 and Pixel 7 Pro devices. The commercial was created by Google’s in-house creative team.

Pepsi said it would be running a Super Bowl campaign to promote its revamped Pepsi Zero Sugar beverage, according to details shared with Marketing Dive, marking the first time in three years the brand will make an appearance. 

Separate 60-second spots directed by Jorma Taccone (of Lonely Island fame) star Ben Stiller and Steve Martin in their first Super Bowl appearances as they break the fourth wall to ask whether the viewer should trust what they’re saying.

The push is paired with other efforts to promote the offering, including national commercials that will air throughout the NFL playoffs and key retail partnerships. The brand will also give away up to 10 million free Pepsi Zero Sugars to consumers who text “Free Pepsi” throughout the playoffs and “Free Zero” during the Super Bowl to the number 81234.

Hormel Foods brand Planters is returning to the Super Bowl for the second consecutive year with a 30-second ad that will air during the third quarter, a spokesperson confirmed to Marketing Dive. The commercial, titled “Made to be Roasted,” was unveiled Feb. 8 and stars Roastmaster General Jeff Ross who “roasts” Mr. Peanut on topics like his lack of pants. 

Earlier this year, the brand teased the commercial with a 30-second spot showing Ross warming up a slew of cheeky insults. The spot rides on the heels of other playful efforts by the brand surrounding the big game, including its 2020 ad that showed Mr. Peanut’s funeral and rebirth into Baby Nut.

Skechers announced it will advertise in the Super Bowl with a 30-second commercial that will air in the fourth quarter, according to a press release. The ad promotes Skechers’ Hands Free Slip-ins shoes and stars Snoop Dogg, who wears the product for a variety of different tasks, like coaching former NFL quarterback Tony Romo and consulting with Martha Stewart in the Oval Office.

Intuit TurboTax is returning to the Super Bowl for its 10th game day appearance with a 45-second commercial that will air in the second quarter, a spokesperson confirmed to Marketing Dive. The spot, titled “Dancer,” was unveiled Feb. 8 and is meant to highlight the TurboTax Live Full Service feature and its ability to give time back to consumers to do what they love. The commercial is part of a larger brand campaign, “Come to TurboTax,” and was handled by agency Wieden+Kennedy.

General Motors and Netflix will run a 60-second ad during the second quarter of the big game to promote their new strategic alliance around electric vehicles (EVs). The commercial, unveiled Feb. 7, sees Will Ferrell and GM’s line of EVs drop into Netflix hits including “Bridgerton,” “Stranger Things,” “Squid Games” and “Army of the Dead.” GM produced the spot alongside Netflix and The Community, and two teasers have been released in advance of the big game.

Pringles is returning to the big game for the sixth consecutive year with a 30-second ad featuring pop star Meghan Trainor, per details shared with Marketing Dive. The commercial, titled “Best of Us,” was unveiled Feb. 7 and plays off the premise of getting a hand stuck inside Pringles packaging, making it clear that even Trainor finds herself in this predicament. 

The commercial marks the first time in five years the brand’s big game ad features a celebrity. Ahead of the commercial’s release, Pringles revealed Trainor would be starring through a teaser ad. The Kellogg’s brand also gave a sneak peek on Instagram with an image showing a bedazzled Pringles can.

The effort was created by Grey Group, with additional support from Starcom Mediavest Group, Weber Shandwick, Haygarth Group and CIEN+ for an integrated marketing campaign.

Home security company Ring announced it would be advertising for Super Bowl LVII with a national ad buy on mobile streaming apps owned by Fox, the network who this year has airing rights for the big game, a spokesperson confirmed to Marketing Dive. The commercial includes real footage from Ring customers in scenarios where having the smart devices paid off, like being alerted of a house fire or detecting a home intruder. The effort marks the second time the brand has advertised around the big game.

Uber announced it would be back in the big game with a 60-second spot, Ad Age confirmed, marking the third consecutive year the rideshare service will make an appearance. The effort is meant to promote Uber’s paid membership offering, Uber One, and will star Sean “Diddy” Combs. The campaign, “One Hit for Uber One,” was created by Special Group U.S. and the game day spot was produced by Biscuit.

In the spot, released Feb. 7, the mogul is asked by three Uber execs to help “put Uber One on the map” by creating a song, to which a bodyguard responds that Diddy doesn’t make jingles, only hits. The producer then oversees artists including Kelis and Montell Jordan remixing their biggest hits into songs that reference Uber One's offerings.

WeatherTech announced it would be back in the big game, marking the 10th consecutive year the car accessory brand will advertise in the event, a spokesperson confirmed to Marketing Dive. The brand unveiled its 30-second ad, which recreates moments of its over 33-year-old founding story when the company fought to establish factories in America despite pushback. The messaging is similar to that of existing themes by the brand and follows its commercial last year that emphasized its “made in America” messaging.

Rakuten announced it would advertise for a second time during the Super Bowl with a 30-second spot that will air during the first quarter, according to a press release. The spot, developed in-house and unveiled Feb. 6, stars actress Alicia Silverstone, who is reviving her iconic role as Cher Horowitz from “Clueless” to promote Rakuten’s Cash Back perks. In prior communications, including a teaser ad, the brand billed the star as the first-ever influencer and described the film's intersection of nostalgia and shopping as the perfect fit for its target audience of millennial women. 

Hellmann’s Mayonnaise is returning to Super Bowl advertising for the third consecutive year with a 30-second ad spot that will run during the third quarter, per details shared with Marketing Dive. The spot, unveiled Feb. 6, stars actors Jon Hamm and Brie Larson — both who share names with food. The two are shrunk to fit inside a fridge alongside a container of Hellmann’s and are later discovered by comedian Pete Davidson, who opens the fridge and makes a sandwich. The effort, handled by Wunderman Thompson, is meant to highlight the topic of eliminating food waste by eating leftovers.

Anheuser-Busch InBev brand Bud Light is returning to the Super Bowl with a 60-second commercial starring “Top Gun: Maverick” star Miles Teller alongside his wife, Keleigh, the brand confirmed to Marketing Dive. The commercial, titled “Hold,” emphasizes the brand’s new tagline “Easy to Drink, Easy to Enjoy,” and features Keleigh frustrated while listening to hold music over the phone, later to be joined by a dancing Miles and ending with the couple finding joy in the repetitive tone. 

The ad, created with Anomaly, is part of a larger brand platform “Easy Enjoyment” that will see additional activations throughout the year. In addition to the spot, the brand is launching a “Bring Home the Bud Light” program that will award the home city of the winning Super Bowl team with a city-wide celebration. The brand will also give consumers the chance to win $10,000 each time a team scores during the game.

Blockchain-based game developer Limit Break is making its Super Bowl debut with a 30-second commercial that will air during the game’s first commercial break, Ad Age confirmed. The effort, meant to promote the upcoming release of its new mobile game, DigiDaigaku, will feature a QR code that viewers can scan to win one of 10,000 free NFT “Dragon” series tokens, which can later be used within the forthcoming game. The commercial, which was made in-house, was also teased on social media.

Paramount+ has shared its 60-second Super Bowl spot. The ad features the company's iconic mountain, which is shown to have three faces: a northern face, a southern face, and the Sylvester Stallone face, which the actor (who stars in "Tulsa King" on the streamer) attempts to scale, in a nod to his 1993 actioner "Cliffhanger."

The spot also features Paramount figures including Dora the Explorer, Beavis and Butthead, and the actor's daughters, who will star with their father in reality series "The Family Stallone" for the streamer. Not in the show? You guessed it: Frank Stallone.

Booking.com is returning to the Super Bowl with a 30-second ad spot that will air in the fourth quarter, a company spokesperson confirmed with Marketing Dive, making it the second time the travel site will advertise during the game. The spot, created with agency Zulu Alpha Kilo, was unveiled Feb. 6 and stars actress Melissa McCarthy, who plays off the company’s Booking.Yeah campaign with a “Somewhere, Anywhere,” mantra. Earlier, the brand also released a 15-second teaser ad featuring McCarthy, who is seen dramatically indulging in self-care while on vacation.

Additionally, Booking.com is launching a social media contest to award $10,000 each in travel credits to 50 consumers who follow the brand on Instagram or TikTok and comment on any giveaway post noting the “Somewhere, Anywhere” they would like to go in addition to the hashtags #ShareYourAnywhere and #Sweepstakes. The sweepstakes will begin Feb. 7 and end Feb. 19.  The Super Bowl effort is tied to a larger integrated campaign that will run through the end of April and includes a second rollout timed for the summer.

AB InBev brand Michelob Ultra will run a 60-second and a 30-second commercial during the Super Bowl, a spokesperson confirmed with Marketing Dive. Both golf-focused spots, which will be handled by Wieden+Kennedy, allude to 1980s comedy “Caddyshack.” 

For its minute-long spot, titled “New Members Day,” Michelob recruited actor Brian Cox and athletes including Serena Williams, Tony Romo, Alex Morgan, Candelo Alvarez and Nneka Ogwumike to take over Bushwood Country Club for a heated golf match. The spot features an equal number of women and men athletes for the second year in a row, the press release details, a move meant to highlight the brand’s $100 million commitment to gender equality in sports. 

For its 30-second spot, titled “Episode Gossip,” Michelob and Netflix are partnering together to highlight the streaming platform’s new docuseries, “Full Swing.” In the commercial, Romo, Morgan and golfer Rickie Fowler are on the golf course watching the series. The effort includes a scannable QR code that will allow early access to the first episode of the show, which will go live immediately after the game. 

Both the 60-second and 30-second spots will be shoppable, allowing viewers to buy select pieces featured in the commercials as part of an expanded partnership with apparel brand Devereux Golf. That partnership will also see Devereux Golf launch its first-ever women’s line alongside Michelob. Additionally, Michelob is collaborating with Instacart with a series of shoppable commercials that will air ahead of the big game, each encouraging viewers to stock up on the beer brand. Instacart will promote the partnership with shoppable media within its app.

Budweiser announced it will advertise for the 2023 Super Bowl with a regional ad, per a company announcement. For its appearance, the Anheuser-Busch InBev brand is enlisting actor Kevin Bacon, who will help spotlight self-made Americans in an effort that reflects existing marketing themes by the beer brand. In a teaser spot, Bacon was featured in a voice-over that relays the concept of six degrees of separation. A second teaser spot posted to the brand’s social media revealed that hip-hop artist and producer Metro Boomin will also star in the big game ad. The second teaser also served as an announcement that Budweiser would be reviving its “This Bud’s For You” tagline. On Jan. 31, the brand revealed a 45-second version of the ad, which follows the movement of a six-pack throughout a community, that will run as a 30-second spot on gameday. 

Oikos will return to Super Bowl advertising for a fourth year with a regional ad buy, according to a press release. For its commercial, titled “Family Reunion,” the yogurt brand partnered for its second consecutive year with Deion “Coach Prime” Sanders to bring members of his family together for what begins as a family picnic and ends as a heated competition. The effort, made with agency Orchard Creative, is meant to promote three protein-packed Oikos offerings: Oikos Pro, Oikos Triple Zero and Oikos Blended. The commercial will air in select markets and can also be viewed in the Fox Sports app, running both pre-game and in-game.

Publicis Groupe will become the first agency holding company to purchase and invest in a Super Bowl spot, according to a press release. The spot is part of a fully integrated campaign supporting Working with Cancer, a cross-industry coalition formed by the company to erase the stigma and insecurity of cancer at work. The campaign is supported by $100 million in media donated by partners including major media conglomerates, social media companies and others.

Busch Light announced it would be advertising during the big game with a national 30-second commercial in partnership with singer Sarah McLachlan, per details shared with Marketing Dive. The commercial, titled “Shelter,” sees the return of brand mascot Busch Guy to introduce his “Busch Guide” of outdoor survival tips and necessities, which includes food, drink — a six-pack of Busch Light — and shelter. Though, as Busch Guy introduces the concept of shelter, McLachlan appears and begins giving her well-known ASPCA monologue to the tune of her song “Angel.” Once the miscommunication is spoken for, the singer realizes she’s sitting next to a wolf instead of a dog. 

The commercial, created in collaboration with The Martin Agency, is meant to kick-off a yearlong campaign, “The Busch Guide,” that will bring new outdoor tips like how to prevent poison ivy and avoid confrontation with a black bear. The brand is also bringing back its Mountain of Busch social media campaign, inviting consumers to reply to its social media posts on Facebook, Instagram and Twitter with the hashtags #MountainOfBusch and #Sweepstakes now through the Super Bowl for the chance to win free Busch Light. 

Despite forfeiting its alcohol advertising exclusivity surrounding the big game, a status it held for 33 years, Anheuser-Busch InBev this year has ambitious Super Bowl plans. Among them, the company announced it will have four Super Bowl ads that include three minutes of national advertising time and 30 seconds of regional advertising time. Brands that will be advertised during the event include Bud Light, Michelob Ultra, Budweiser and Busch Light, with each spot being supported by multi-channel marketing campaigns that include digital and social media activations, local out-of-home elements, e-commerce integrations and in-store displays.