Apartments.com returned to the Super Bowl with a 30-second that aired in the first quarter. The ad, ​titled ​“Extraterrentials,” stars actor Jeff Goldblum, who plays the role of Apartments.com’s visionary leader, Brad Bellflower, to diffuse a tense situation involving extraterrestrials. The spot, handled by agency-of-record RPA, is meant to spoof an upcoming sci-fi blockbuster from Goldblum, per information shared with Marketing Dive. 

The spot was teased in the lead-up to the Super Bowl, starting with a 15-second spot that first aired during the NFL Divisional playoff game and later aired during the Grammys. Additional teaser material spanned social media, a microsite and out-of-home digital advertising boards disguised as movie posters in Times Square in New York City, the Los Angeles Crypto Arena​ and other locations throughout Los Angeles.

L'Oréal skincare brand CeraVe made its Super Bowl debut with an ad that aired in the first quarter. CeraVe developed and executed a campaign with WPP, led by Ogilvy PR North America, in which actor Michael Cera has been rebranded as a skincare visionary, Michael CeraVe, per details shared with Marketing Dive.

Having appeared before the game was a website, iamcerave.com, which reads “human skin is his passion.” The site also includes a dramatic, minute-long spot where the star can be seen scaling a mountain, speaking to a dolphin and, above all, asserting that he is responsible for the brand’s creation.

CeraVe responded to the playful claims on social media, denying the brand’s ties to the actor and instead assuring that the moisturizer was developed by dermatologists. The brand also drummed up buzz for the effort in other ways, with Cera having recently been caught posing with the moisturizer numerous times.

Disney+ advertised in the Super Bowl with a 30-second spot that aired during the fourth quarter. The ad, titled “Well Said,” recalled a handful of iconic lines from popular Disney titles before the screen read “... Ready for It?” in a nod to Taylor Swift’s album “reputation.” Disney reportedly landed a deal recently to exclusively stream “Taylor Swift: The Eras Tour (Taylor’s Version) on Disney+ worldwide. 

DoorDash this year will make its third Super Bowl appearance with a 30-second ad as part of a new brand platform, “Your Door To More,” according to a press release. The new positioning and big game ad are meant to highlight the breadth of delivery options offered to consumers through DoorDash. The Super Bowl spot was created with Wieden+Kennedy Portland, Emmy-Nominated director Mike Diva and actor Laurence Fishburne, whose voice is featured throughout the work.

Central to DoorDash’s ad this year is the ability for consumers to enter to win a variety of items that are advertised throughout the game, with one winner chosen to have the items delivered via DoorDash. To enter, consumers can visit doordash-all-the-ads.com and watch DoorDash’s commercial to see if they can guess the promo code within the ad. 

The brand’s Super Bowl ad is being supported by a multi-channel campaign. Last year, the brand aired a 30-second commercial that featured celebrity chef Matty Matheson (“The Bear”) and Wu-Tang Clan rapper Raekwon the Chef, who helped a DoorDasher make decisions in a grocery store.

As rumored, Dunkin' returned to the Super Bowl for the second year in a row. In the 60-second "DunKings" ad, which aired in the second quarter, Ben Affleck pursued pop music stardom alongside Jennifer Lopez, Matt Damon, Tom Brady and musicians Jack Harlow and Fat Joe. Affleck's wife and global icon Lopez isn't impressed, and Damon — his partner in production company Artists Equity, which produced the ad — regrettably parodies a classic "Good Will Hunting" line. 

The QSR chain on Feb. 4 aired a new ad, “Popstar,” during the 66th Annual Grammy Awards, that called back to Affleck's meme-worthy appearance at last year's ceremony and set him on a new career course.

As part of the new campaign, Dunkin' on Feb. 12 will roll out an entire DunKings menu, including Affleck's first official drink, the DunKings Iced Coffee, and DunKings Munchkins Skewers. The tracksuits featured in the ad, along with fuzzy bucket hats, will be available on ShopDunkin.com.

Update: Following the death on Feb. 1 of actor Carl Weathers, who is featured in FanDuel’s Super Bowl campaign, the brand confirmed that Weathers will still appear in its in-game commercial, though how the late actor is portrayed will change, according to Variety.

Sports betting platform FanDuel advertised in the Super Bowl for its second consecutive year. The spot, handled by Wieden+Kennedy, aired in the second quarter and played off of last year’s spot, the “Kick of Destiny,” which saw NFL icon Rob Gronkowski attempt (and fail) to complete a 25-yard field goal during a live third-quarter commercial break. 

For this year’s effort, affectionately titled “Kick of Destiny 2,” Gronkowski again attempted — and again failed to complete — the field-goal. The kick was broadcasted live on game day ahead of the national anthem. Viewers had the chance to make a free pick on whether or not they think Gronkowski would “Make or Miss” the kick through the FanDuel Sportsbook app, with those who guessed correctly able to win an equal share of $10 million in bonus bets. 

The brand’s Super Bowl spot was supported by a sprawling marketing campaign that kicked off Jan. 9 around the NFL playoffs. Included in the effort were a series of teasers that showcase Gronkowski’s journey to redemption, inclusive of cameos from late actor Carl Weathers, who died on Feb. 1, and professional wrestler John Cena, who represent “Team Make” and “Team Miss,” respectively.

A second-quarter, in-game spot highlighted the outcome of the kick, inclusive of footage from Gronkowski’s miss. The 30-second spot sees Cena cheering followed by an empathetic Weathers. The spot, which was altered following the death of Weathers, also paid homage to the late star.

The Foundation to Combat Antisemitism aired its first Super Bowl commercial in the game’s second quarter. The 30-second commercial, handled by agency Quantasy, continues the foundation’s #StandUpToJewishHate campaign that launched last March.

The ad featured Dr. Clarence B. Jones, who assisted Dr. Martin Luther King Jr. in the drafting of the famous “I Have a Dream” speech, speaking on what he would write today for King Jr. Jones went on to deliver the message that “all hate thrives on one thing: silence.”

The FCAS was founded by Robert Kraft, the CEO of the Kraft Group and owner of the New England Patriots. The FCAS on Feb. 7 shared a 10-second teaser for its ad.

The He Gets Us campaign, designed to increase cultural attention around Jesus, returned to the big game for the second consecutive year with two national spots, including a 60-second ad, “Foot Washing,” that aired in the first quarter and a 15-second ad, “Who is My Neighbor?” that aired in the second quarter. The ads, created with agency Lerma/, emphasize “loving our neighbors like Jesus did,” a spokesperson confirmed to Marketing Dive.

The two spots will additionally air on the Univision broadcast of the game. He Gets Us, formerly managed by The Servant Foundation/The Signatry, is now being managed by charitable organization Come Near.

Homes.com made its Super Bowl debut with three ads, including one 60-second spot and two 30-second spots, to officially launch its brand, a spokesperson confirmed to Marketing Dive. The CoStar Group-owned residential real estate brand also confirmed its plans via a LinkedIn post. Ahead of the game, the company aired a series of teasers, which include cameos from actor Dan Levy, Heidi Gardner and rapper Lil Wayne. 

The 60-second ad, “Launch” aired in the second quarter. In the spot, Levy plays the role of Luke, who has inherited Homes.com from his great uncle. Gardner, playing the role of a top executive, does her best to implement Luke’s vision while a special video — which features a Homes.com helicopter and a cameo by Lil Wayne — plays during a board meeting. After an elaborate toast, actor Jeff Goldblum declares that he loves the fresh ideas.

A 30-second spot, “Salon” aired in the third quarter and a final 30-second spot, “Mascot” aired during the fourth quarter. The ads depict characters Luke (Levy) and Marci (Gardner) going out to neighborhoods and schools across the country to gather the in-depth insights desired by those shopping for homes. 

The effort from Homes.com is centered around a “We’ve done your home work” message in effort to position the site as a differentiator. Following the Super Bowl, the brand will sustain its launch across channels including TV, streaming video, digital, social and audio.

The NFL advertised during the Super Bowl with an ad, “Born to Play” that tells the story of a young boy from Ghana who falls in love with football. The spot, which carries a message that “it doesn’t matter where you’re born, if you’re born to play football,” was handled by agency 72andSunny, Ad Age confirmed. 

Paramount+ returned to the Super Bowl with an ad meant to promote the company’s breadth of content as part of its “A Mountain of Entertainment'' campaign, which is now in its fourth year, according to details shared with Marketing Dive. The ad, made by Droga5, stars actor Patrick Stewart (“Star Trek: Picard”) along with a number of the service’s popular talent and characters. The commercial aired during the commercial break immediately following the halftime show. 

The brand on Feb. 1 released an extended version of its commercial, which follows a team of adventurers who find themselves stuck in an icy canyon on Paramount Mountain before Stewart attempts to assist. Featured in the advertisement are Drew Barrymore, Jeff Probst, Miami Dolphins quarterback Tua Tagovailoa, animated characters including Peppa Pig and Dora the Explorer, and more. Rock band Creed also appears and performs their hit song "Higher" in the spot.

Paramount+ also streamed this year’s big game. For last year’s ad, the brand aired a 60-second spot that featured its iconic mountain and included a playful nod to Sylvester Stallone and the 1993 actioner “Cliffhanger.”

Pharmaceutical giant Pfizer advertised in the Super Bowl with a 60-second spot that aired in the third quarter. The spot, titled “Here’s to Science,” is set to Queen’s “Don’t Stop Me Now” and speeds over years of medical breakthroughs via lip-syncing figures that include Pfizer co-founders Charles Pfizer and Charles Erhart, among others. The spot ends with a callout to LetsOutdoCancer.com.

Pluto TV, the Paramount-owned free streaming television service, made its Super Bowl debut with a 45-second commercial that aired ahead of the third quarter. The spot, titled “Couch Potato Farms,” is meant to transport viewers “somewhere between Idaho and a dream” to promote the perks of Pluto TV’s free service, including its numerous titles. The company additionally ran a 15-second spot during the third quarter.

Each potato in the “Couch Potato Farms” ad is meant to represent various fandoms that the service can satisfy, with titles featured in the spot including “The Walking Dead,” “Star Trek: The Next Generation” and “Yellowstone,” among others. 

The spot was directed by Stacy Wall of Imperial Woodpecker Productions and based on an idea by independent creative agency Haymaker. The commercial launches a larger marketing campaign that will run across linear, CTV, radio, streaming audio, out-of-home, digital display and social media over the coming months.

Soda brand Poppi made its Super Bowl debut with a 60-second ad that aired in the second quarter. The ad, titled “The Future of Soda is Now,” positions the upstart brand as a better-for-you option compared to other sodas on the market, declaring that “this will be the last moment you ever think of soda as being a dirty word.” The commercial, which was handled by creative agency Virtue Worldwide, is an extended version of a 30-second spot that debuted during the Grammys, Ad Age confirmed.

Snap made its Super Bowl debut with a 30-second ad that aired in the second quarter. The ad, which was created in-house, is tied to the newly launched campaign, “Less Social Media. More Snapchat.” and is a shortened version of a 60-second spot that initially aired during the Grammys. 

The “Less Social Media. More Snapchat.” effort seeks to highlight what makes Snapchat unique and the platform’s role in supporting authentic connections. The campaign was launched alongside a two-minute version of the ad. 

State Farm advertised in the Super Bowl with a 60-second commercial that aired between the first and second quarter of the broadcast — specifically the last spot before the second quarter begins. The ad starred Arnold Schwarzenegger, who first teased the tie-up by releasing a cinematic “Agent State Farm” “film” trailer on social media. The star on Jan. 31 appeared on “The Tonight Show” to reveal that the so-called film will actually be State Farm’s Super Bowl commercial, though he continued to tease that the spot is a “giant movie.”

On Feb. 6, State Farm revealed an extended, “to-be-continued” cut of its ad meant to give viewers a taste of what’s to come for the Super Bowl. The extended spot comedically meshes together the insurance company’s well-known slogan with Schwarzenegger’s accent while intentionally leaving viewers guessing on what happens next. Seemingly impossible for Schwarzenegger to pronounce his lines correctly, the final Super Bowl ad includes a surprise appearance from actor Danny DeVito, who helped deliver the final line of the so-called movie, to which Schwarzenegger is seen reacting by calling his co-star a “backstabbah.”

The Super Bowl commercial was made with HighDive along with agencies OMD, Optimum Sports, The Marketing Arm, Infinity Marketing Team and FleishmanHillard, which will support a multi-channel campaign. A teaser campaign in the lead-up to game day will include a “movie premiere,” an official movie poster and a collaboration for an official theme song with musician Loren Grey. State Farm’s ad will also air on the Univision broadcast of the Super Bowl and shorter segments will appear across linear and digital/social channels following the game.

Temu returned to the Super Bowl for its second consecutive game-day appearance. The brand aired a 30-second spot in first, second and third quarters. The animated spot promoted the shopping platform’s numerous deals and its “Shop Like A Billionaire” messaging, which was also used by the brand for its 2023 ad. 

The news of Temu’s involvement in the big game came tied to a lawsuit the retailer filed against rival Shein in which Temu accused Shein of wrongdoing against its merchants. 

Temu had been planning a "major upcoming advertising campaign for Super Bowl LVIII" that it claims is "bound to increase traffic to Temu’s app and website, just as a similar Temu campaign did in 2023," per the complaint, which was filed in the U.S. District Court for the District of Columbia. 

For the 2023 game, Temu ran a 30-second ad in both the first and third quarter of the game. Handled by agency Saatchi & Saatchi, the ad, “Shop Like a Billionaire,” was meant to highlight the Temu mobile app and its ability to connect users with a wide range of products at affordable prices.

Intuit TurboTax made its 11th consecutive Super Bowl appearance with a 45-second spot titled “The TurboTax Super Bowl File,” a spokesperson confirmed to Marketing Dive. The spot, which aired in the second quarter, was created by R/GA, directed by Taika Waititi and featured Quinta Brunson, the writer, creator and star of “Abbott Elementary.” The effort serves as the culmination of the brand’s “Make Your Moves Count,” campaign that launched in January.

TurboTax released a 15-second teaser spot with Brunson on Feb. 5. In addition to its 45-second ad, the brand will run a 30-second pre-game spot also starring Brunson. For the 2023 game, the brand aired a commercial, titled “Dancer,” which promoted the TurboTax Live Full Service feature and its ability to give time back to consumers to do what they love.

Uber advertised in the Super Bowl for the fourth consecutive year with a 60-second commercial for Uber Eats. The spot, made with Special Group U.S., ran in the third quarter. Last year, the company promoted its Uber One paid membership offering in an ad starring Sean “Diddy” Combs.

The brand on Jan. 30 released a 30-second teaser spot starring David and Victoria Beckham, who are seen attempting to remember which big commercial they will soon be starring in though they can’t remember the exact sports event. The duo also says that “Jessica Aniston” will be joining them in the ad. The effort is meant to riff on the viral “be honest” clip from the couple’s Netflix documentary “Beckham.” A second teaser spot shared Feb. 1 features music artist Jelly Roll, who seems to have forgotten that he has tattoos on his face. The end of the teaser includes the words “Whatever you forget this Sunday, remember Uber Eats.” 

Uber on Feb. 6 revealed its star-studded game-day ad, which asserts that in order to remember that consumers can get almost anything through Uber Eats, they have to forget something. The ad sees Aniston forget her relationship to former “Friends” co-star David Schwimmer, the Beckhams struggling to remember the Spice Girls, Jelly Roll panicking over the tattoos on his face and Usher day-dreaming about one day performing in the Super Bowl halftime show. 

After having received backlash, the brand later revised its ad to remove a scene depicting a person forgetting they had a peanut allergy while eating peanut butter. 

Verizon advertised in the Super Bowl with in-game advertisements within both the CBS and Univision broadcasts of the game, a spokesperson confirmed to Marketing Dive. The company’s Total by Verizon prepaid wireless provider also aired a spot during the Univision broadcast. 

The brand’s 60-second ad starred Beyoncé alongside actor Tony Hale as the music star strategized how she could “break Verizon” like she breaks the internet — among the ideas including “Barbey” and an AI clone of the star (in the end, the star used the opportunity to tease a new album). Beyoncé’s appearance in the ad had been speculated after Verizon revealed a teaser ad on Feb. 8 featuring Hale squeezing lemons, a playful nod to the musician, who released an album in 2016 titled “Lemonade.” 

Verizon's Spanish-language ad aired during the third quarter and featured superstar J Balvin. The spot focused on a "leak" of his phone number, a real number which will allow consumers to engage with an AI trained on the musician's voice. In addition to its efforts, Verizon is also teamed with the Las Vegas Sphere for an activation on the Exosphere that will put the network “front and center as fans call, text, stream and upload all week long,” per press details. The activation began Feb. 5 and ran through the Super Bowl.

Volkswagen returned to the Super Bowl with a 60-second commercial that aired during the third quarter. The effort, which is being handled by creative agency Johannes Leonardo, is timed to the 75th anniversary of the Volkswagen Beetle coming to America and is part of a yearlong campaign, according to press details. A teaser spot, “Arrival,” was released on Jan. 17.

The brand on Feb. 9 unveiled a two-minute, extended version of its Super Bowl ad, titled “An American Love Story,” that serves as an ode to America’s impact on the brand over the past 75 years. The spot, set to Neil Diamond's "I Am...I Said,” is directed by Lance Acord, who also directed Volkswagen’s 2011 Super Bowl commercial, “The Force.” The spot includes callbacks to a number of popular entities, with scenes from “Herbie Rides Again,” “Herbie goes to Monte Carlo,” and “Star Wars” character likenesses.

NYX Professional Makeup announced it will make its Super Bowl debut in celebration of the brand’s 25th anniversary, according to details shared with Marketing Dive. The 30-second spot will be created with McCann New York and is meant to “tackle the traditionally male-dominated industry by celebrating the power of women,” per announcement details. At the center of the effort will be the brand’s Duck Plump Extreme Plumping Gloss.

The brand on Feb. 1 released a teaser for the ad featuring rapper Cardi B, who recreates her "that's suspicious, that's weird" meme. NYX on Feb. 9 released an extended version of the ad that features Cardi B extolling the virtues of Duck Plump ("so big," "plumper") alongside dancers in duck masks and skin-tight costumes before the ad cuts to a "breaking news" alert about men putting the lip gloss where it shouldn't go.

T-Mobile will return for its 11th Super Bowl appearance, according to details shared with Marketing Dive. "Scrubs" stars Zach Braff and Donald Faison will be joined by Jason Momoa ("Aquaman") and Jennifer Beals as the foursome pay homage to Beals' 1983 film "Flashdance." 

The 60-second spot, created in partnership with Panay Films, will air during the fourth quarter and promotes the carrier's T-Mobile Home Internet service. Braff and Faison appeared in T-Mobile's last two big game spots, with spoofs of "West Side Story" and "Grease" in 2022 and 2023, respectively.

Additionally, the company on Feb. 7 announced that it would air a second commercial during the Super Bowl to promote its new Magenta Status customer benefits program. The spot was also handled by Panay Films and will air in the second quarter. 

Unveiled on Feb. 9, the second 60-second spot is titled “Auditions” and boasts a star studded cast that includes actor and singer Jennifer Hudson, actor Laura Dern, rapper Common, “Suits” stars Gabriel Macht and Patrick J. Adams, and actor Bradley Cooper and his mom, Gloria, the latter two who also appeared in last year’s ad. The ad, meant to show the stars vying to become the next Magenta Status spokesperson, also includes an additional appearance from both Braff and Faison. 

Cybersecurity company CrowdStrike will advertise in the Super Bowl for the second consecutive year with a 30-second commercial that will air during the second quarter 2-minute warning break, per details shared with Marketing Dive. The ad, which was revealed on Feb. 8, puts a modern-day spin on the classic Western trope and promotes the benefits of CrowdStrike in combating breaches.

CrowdStrike teased its ad with a 15-second, Western-style spot released on Feb. 1. This year’s ad was directed by Tarsem Singh, and produced by CrowdStrike’s internal creative agency, RedBird, with support from RadicalMedia, Zoic, Nice Shoes, Union Editorial, Lime Santa Monica and Howdy Sound. For its Super Bowl debut last year, the company put a creative spin on the story of the Trojan Horse.

Homes.com will make its Super Bowl debut with three ads, including one 60-second spot and two 30-second spots, a spokesperson confirmed to Marketing Dive. The CoStar Group-owned residential real estate brand also confirmed its plans via a LinkedIn post. Ahead of its announcement, the company aired a series of teasers, which include cameos from actor Dan Levy, Heidi Gardner and rapper Lil Wayne. 

Kia America will air a 60-second ad during the big game that focuses on its commitment to sustainability and spotlights its 2024 Kia EV9 three-row EV SUV, according to details shared with Marketing Dive. The ad, which will air in the fourth quarter and is being handled by David&Goliath, is at the center of an integrated marketing campaign to launch the automaker’s new flagship vehicle.

The brand on Feb. 2 revealed a 15-second teaser spot featuring the new vehicle as a young ice skater narrates. The forthcoming spot from Kia marks the automaker's 15th appearance in the Super Bowl and third straight appearance after sitting out the 2021 game.

Kia on Feb. 8 revealed its full Super Bowl spot, titled “Perfect 10,” which follows the story of a dad who drives with his daughter off road in an EV9 before arriving at their snowy destination to set up a solo ice-skating performance by the young girl for her grandpa. The ad, set to Coldplay and Cat Power’s “Wish I Was Here,” was directed by John Hillcoat of Serial Pictures.

Microsoft is returning to Super Bowl advertising for the first time in four years with a 60-second commercial, according to a press release. The ad, which was released on Feb. 7, highlights the company’s AI Copilot feature and how the tool can unlock creativity with the input of just one or two sentences, including for a filmmaker attempting to turn a concept into a set of storyboards or an entrepreneur developing an action plan for a new product. 

Creative for the ad, which will air during the fourth quarter, was handled by Panay Films, a spokesperson confirmed to Marketing Dive. The release of the ad is timed to new updates for Microsoft Copilot, which include a sleeker, more streamlined look and additional image creation capabilities. 

Toyota has reversed course after initially opting not to run an ad during the Super Bowl and will run a spot that features the new 2024 Toyota Tacoma, according to details shared with Marketing Dive. The 30-second spot was created by the automaker's agency of record, Saatchi & Saatchi, in partnership with Le Truc. The commercial, which was directed by Tarsem Singh, will air during the third commercial break of the third quarter. 

The company on Feb. 8 revealed its full Super Bowl ad, titled “Dareful Handle,” a high-energy spot that highlights the range of emotions felt by car passengers as they desperately hold on to the passenger side handle. 

Additionally, the brand is airing a 30-second spot in the Univision broadcast of the game. The ad, titled ‘Undisclosed” also highlights the Tacoma and will air during the first commercial break of the fourth quarter. The ad was created by agency Conill and directed by Goh Iromoto.

The decision to produce a Super Bowl spot came amid a convergence of factors, including the timing of the launch of the new Tacoma, the creation of a "Super Bowl worthy" ad and the synergy between the brand's status as official automotive partner of the NFL and the Tacoma-focused activation, per press details.

E.l.f. Cosmetics will air a 30-second national spot about its viral $14 Halo Glow Liquid Filter immediately following halftime, per details shared with Marketing Dive. For its first big game ad last year, which was a regional buy, the brand tapped "White Lotus" star Jennifer Coolidge.

Creative for this year's spot was handled by e.l.f.'s long-term creative agency Shadow, with production by Imposter and media strategy by Tinuti, the brand's long-term digital agency of record. It was directed by Zach Woods of "Silicon Valley" and "The Office" fame.

On Jan. 30, E.l.f. released a teaser video “summoning” a number of popular courtroom entertainment characters to serve on “jury beauty.” Those included in the line-up are: reunited “Suits” cast members Gina Torres, Rick Hoffman and Sarah Rafferty; “Jury Duty” star Ronald Gladden; pop-star Meghan Trainor; comedian Benito Skinner, whose recurring “Kooper the Gen Z Intern” persona is being swapped for “Kooper the e.l.f. intern”; “RuPaul’s Drag Race” personality HeidiNCloset; and former NFL player and current sports analyst Emmanuel Acho.

The brand on Feb. 7 revealed its full Super Bowl ad along with an extended, 60-second version. The ad, titled “Judge Beauty,” brings together the star-studded cast to push the message that E.l.f. “objects to overpriced makeup.” Also included in the spot is former “Judge Judy” star Judy Sheindlin. The 60-second ad will air across streaming and digital channels. 

Squarespace will advertise in the Super Bowl with a 30-second spot directed by Martin Scorsese (“Killers of the Flower Moon”), a spokesperson confirmed to Marketing Dive. The ad, which is being handled in-house, marks the 10th year the platform has advertised during the big game. The brand on Feb. 5 released a teaser starring Scorsese and his daughter, Francesca, who discuss the main character of his next film — a website. 

The company on Feb. 7 revealed the 30-second and extended cut of its big game ad. In "Hello Down There," aliens in flying saucers come to Earth but can't get the attention of tech-obsessed humans (including Scorsese himself) until they make a website with Squarespace. 

"At my age, it's a stretch finding a directorial debut. When Squarespace first approached me to create a spot, I thought this was my shot," said the director in a press release. "Let's go big, let's do something out of this world – space guys building a website. I'm a New Yorker. We're busy, always on the move. Would we even notice extraterrestrials living among us?"

Squarespace's Super Bowl ad is part of a global content marketing campaign that will span digital and social channels throughout the first half of the year.

Sports betting operator BetMGM will run its first-ever Super Bowl commercial, the company confirmed to Marketing Dive. The announcement was timed to the naming of new creative agency of record Highdive, which will be handling the brand’s 30-second game-day ad. The move comes as the online gambling community grows and sports betting continues to cement its place in advertising.

“With Super Bowl 2024 happening in Vegas, we knew this was our year to show up and we know Highdive has what it takes to make our brand stand out on advertising’s biggest stage,” said Ray Doyle, vice president of brand marketing at BetMGM, in a press release.

The company on Jan. 18 revealed a teaser spot starring NFL icon Tom Brady and actor Vince Vaughn as part of what will be a three-part campaign, which will also include an appearance by former professional ice hockey player Wayne Gretzky, leading up to the Super Bowl, per details shared by the company. Other teasers released include “Other Way Around,” and “Greatest.” 

The brand on Jan. 27 debuted an extended version of its Super Bowl ad, titled “Tom Has Won Enough,” which asserts that BetMGM is for everyone but Brady. Throughout the spot, a number of individuals come forth with hypothetical scenarios that could impact whether or not they could use BetMGM — like if they think Brady is cute or if they have a tattoo of the athlete on their leg — to which Vaughn responds that, as long as they aren’t the athlete himself, they’re good to go.

BetMGM released its full Super Bowl ad, “He’s Won Enough,” on Feb. 6.

Bud Light is returning to the Super Bowl with a 60-second commercial that will introduce a new brand character, according to a press release. The effort, which will take a comedic approach, serves to expand the Anheuser-Busch InBev brand’s “Easy to Drink, Easy to Enjoy” platform, which was first introduced last year and has included a number of major marketing campaigns, particularly around the NFL season. The efforts come as the brand continues its battle to regain relevancy following a controversy around its partnership last year with a transgender influencer. 

Timed to the brand’s announcement, Bud Light on Jan. 25 released a teaser video suggesting what will be in store come game day. Additionally, the brand shared a second teaser on Jan. 31 which revealed singer Post Malone will star in its ad. The tie-up marks the third time Post Malone and Bud Light have teamed for the Super Bowl. 

Bud Light on Feb. 6 shared its full Super Bowl ad, "Easy Night Out." The spot introduces the Bud Light Genie, who grants a group of friends a night's worth of wishes, from heavy metal hair to invisibility, as they encounter Post Malone, Peyton Manning and UFC CEO Dana White.

Other brands under AB InBev’s purview that will advertise during the game include Michelob Ultra and Budweiser for a combined total of 2 minutes and 30 seconds of national advertising time.

Mars brand M&M’s is returning to the Super Bowl with a 30-second spot that will air during the first commercial break in the first quarter, according to a press release. The spot will be handled by BBDO New York and Team Omnicom and marks M&M’s ninth Super Bowl appearance since 1998. The brand plans to leverage the “power of fun” to foster connection and a sense of belonging while building on its past big game plays, per release details.

The brand on Jan. 23 released a teaser video for the campaign, which introduces "almost champions" Dan Marino, Terrell Owens and Bruce Smith to the M&M'S Almost Champions Ring of Comfort — a ring featuring real diamonds made of peanut butter. M&M's on Feb. 6 released the full ad, "Almost Champions," which features a cameo from Scarlett Johansson.

M&M’s also ran a Super Bowl ad in the 2023 game, featuring comedian Maya Rudolph as the “Chief of fun” for an effort that addressed an earlier statement from the brand that its spokescandies would be taking an “indefinite pause.” The satirical play was likely spurred by conservative criticisms of the candies’ more inclusive appearance that was resolved in its game-day ad.

Mtn Dew’s popular Baja Blast beverage will advertise in the Super Bowl with a 30-second ad in the first quarter, per details shared with Marketing Dive. The move marks the flavor’s first-ever Super Bowl commercial and is timed to its 20th anniversary. The PepsiCo-owned offering is also celebrating the milestone year by making the Mtn Dew Baja Blast and its zero sugar variant available for purchase in both bottles and cans year-round in stores nationwide for the first time. The company will continue to offer it at Taco Bell, a chain often associated with the drinks, and unveil other celebratory plays.

Starring in the brand’s Super Bowl commercial will be actor Aubrey Plaza along with a cameo from Plaza’s former “Parks and Recreation” co-star, actor Nick Offerman. Mtn Dew on Jan. 30 revealed two teaser spots, “Aubrey Plaza Gets Her Flowers” and “Aubrey Plaza Clashes With Her Co-star,” showcasing the actor’s well-known deadpan sense of humor. The brand on Feb. 6 revealed its full game-day ad, which sees Plaza “having a blast” in a variety of wild scenarios.

Nerds is advertising in the big game with a 30-second spot expected to air in the second quarter, marking the first Super Bowl appearance for both the brand and parent company Ferrara. The ad, focused on the Nerds Gummy Clusters product, will feature a look at the brand's characters and "engage all the senses," per details shared with Marketing Dive.

On Jan. 23 the brand released a teaser video starring social media personality Addison Rae, who is seen leading a dance rehearsal, though the subject she is coaching isn’t revealed. The teaser was developed by Ferrara, Golin and Unit9 films, per details shared with Marketing Dive. The brand revealed its full Super Bowl spot, which nods to “Flashdance,” on Feb. 6.

Digitas Chicago created the spot, which will be supported by agencies Mindshare, Golin and AUC. A multichannel marketing campaign will extend the effort beyond the game. Nerds has grown from $50 million to half a billion in annual retail sales in five years, spurring Ferrara to capitalize on the growth with a Super Bowl spot, per the company.

Popeyes will run its first-ever Super Bowl ad in the first quarter to celebrate the brand’s permanent launch of its wings offerings, according to details shared with Marketing Dive. The 60-second spot was created with creative agency McKinney and stars actor and comedian Ken Jeong, whose involvement in the ad was first shared via a teaser spot released on Jan. 23. 

The brand on Feb. 6 released its Super Bowl spot, “The Wait Is Over,” which sees Jeong become unfrozen after cryogenically freezing himself for 52 years while waiting for Popeyes wings. Throughout the ad, the star is seen discovering other objects unveiled over those 52 years, like driverless cars, drones and new breeds of doodle dogs. 

Supporting its commercial, the brand is launching a “Wings for Wings” promotion that will offer a free six-piece wings with any online or in-app purchase at participating locations if a football team that has wings on its name, logo or on its mascot wins the Super Bowl. The offer will be redeemable on Fat Tuesday on Feb. 13 in a nod to the brand’s New Orleans heritage. 

BMW is returning to the Super Bowl in 2024 with a 60-second spot after sitting out the 2023 game, a company spokesperson confirmed to Marketing Dive. The spot, which will be handled by Goodby, Silverstein & Partners, will include a focus on electric vehicles and star actor Christopher Walken, whose identity was revealed on Jan. 31 in a 15-second teaser titled “Agent,” where the star is seen questioning the purpose of “an ad for an ad.” The brand on Feb. 2 released a second teaser, featuring Walken driving a BMW and listening to "Yeah!" by halftime show performer Usher. 

The brand on Feb. 5 revealed its full ad, "Talkin Like Walken," in which Walken encounters people in his daily life who attempt to imitate his iconic voice and delivery. Eventually, Walken sees Usher at a restaurant and nods to the halftime show by asking the pop star if he has somewhere to be.

Both teasers and BMW’s game-day ad were directed by Bryan Buckley. The two teasers will be shared across Meta, TikTok, Amazon, Roku and YouTube. The luxury automaker’s most recent Super Bowl ad before its 2022 appearance was in 2015. 

Doritos is returning to the Super Bowl with a 60-second commercial highlighting its relaunch of the Doritos Dinamita line, which includes new spicy flavors and a new Dinamita Sticks variety, according to details shared with Marketing Dive. Teasing its game day ad, Doritos on Jan. 16 released a photo that includes the celebrity who will appear in the spot with their back turned to the camera, inviting consumers to guess the star’s identity. The effort follows 23 years of big game advertising from the brand.

On Jan. 24, Doritos released a teaser video revealing that actor Jenna Ortega will be starring in its commercial. In the teaser, Ortega is seen reacting in shock upon discovering that supermarket shelves meant to be stocked with Doritos Dinamita are empty. The brand on Jan. 30 released a second teaser video starring Ortega, who appears to be in close proximity to an explosive scene, and revealed that actor Danny Ramirez ("Top Gun: Maverick") will also star in the Super Bowl ad.

The brand on Feb. 5 revealed its full game-day ad, “Dina & Mita,” which sees Ortega and the two brand characters searching for Dinamita chips before Ramirez grabs the last bag, kicking off a high-speed pursuit. The commercial will air in the third quarter. Doritos also released an extended version of the spot. 

E-Trade will return to the Super Bowl with a 30-second ad that will air in the second quarter, Ad Age confirmed. The commercial marks the fourth consecutive year the Morgan Stanley-owned online brokerage has advertised in the big game. The effort is being handled by 72andSunny, representing the agency’s first output for the brand.

The brand on Feb. 5 shared its game-day ad, titled ‘Picklebabies,” which sees two infants prepping to play pickleball as one describes the sport as “tennis for babies, but for adults.” Though the game later seems intense, the duo feels confident that they are ready for anything that gets “served up” thanks to E-Trade. 

Molson Coors is returning to the Super Bowl and will use the opportunity to spotlight Coors Light, according to a company announcement. The 30-second spot, made with Droga5, will air in the first half of the game. The move sees the brewer return to the big game for the second consecutive year after an absence of over 30 years. 

Central to its commercial will be the return of the Coors Light Chill Train, a silver bullet train concept first introduced in 2005. To celebrate its return, consumers beginning Jan. 28 for the first time can book a seat online to be virtually placed on the beer train and appear in a slo-mo version of the spot that will be available online on game day. 

The brand on Feb. 5 shared its game-day ad, titled “The Return of the Coors Light Chill Train,” which reveals rapper LL Cool J as the train’s conductor and includes a cameo from country artist Lainey Wilson. The commercial begins with an awkward big game watch party that is later saved by the Chill Train as it busts through the host’s apartment to deliver Coors Light. The spot is set to the tune of “Love Train” by the O’Jays. Coors Light also released an extended version of the ad. 

For its 2023 Super Bowl ad, “The High-Stakes Beer Ad,” Molson Coors put offerings Coors Light and Miller Lite head-to-head weeks before kickoff to see if viewers could guess which beer would take the spotlight come game day. In the end, a plot twist was revealed with a cameo from its Blue Moon offering. This year, a main focus on Coors Light comes as the brand cements its status as a growth driver for the brewer.

Pringles will advertise during the 2024 Super Bowl with a 30-second ad running in the first quarter, the company confirmed to Marketing Dive. The spot, which marks the seventh consecutive year the Kellanova brand has appeared during the big game, will be handled by WPP’s Grey Group and showcase a “playful, new direction,” according to a spokesperson. 

On Jan. 24 the brand revealed through a teaser video that actor Chris Pratt will be starring in its commercial. The star appears in a teaser spot with a mustache similar to that of the character displayed on Pringles cans, a crossover the brand describes as “unCANny.” Pringles on Feb. 5 shared its full big game spot, which features Pratt being cast as Pringles mascot Mr. P in a movie.

"In our first Big Game appearance as Kellanova, we're celebrating how our fans have organically been spotting and sharing Mr. P in the wild for years," said Lyndsay Rogers, Kellanova's U.S. salty snacks vice president and general manager, in a press release.

To tap into "sightings" of Mr. P, Pringles is running a social media contest on Instagram and TikTok and will roll out an interactive Mr. P lens on Snapchat. The Super Bowl spot will be supported by a fully integrated campaign across PR, digital, retail marketing, influence and social media.

Reese's will air a 30-second spot during the Super Bowl, per a press release. Produced by Erich & Kallman, the ad plays on the "extreme passion" fans have for both their favorite teams and the peanut butter-chocolate cups. The brand's only other big game spot came in 2020 and announced the launch of the Reese's Take 5 bar.

Timed to National Peanut Butter Day, the brand on Jan. 24 released two teaser videos, also produced by Erich & Kallman, that suggest a “big change” is coming to Reese’s Peanut Butter Cups. The brand on Feb. 5 released its full Super Bowl commercial, revealing that the “big change” is the addition of the Reese’s Caramel Big Cup. 

In addition to its ad, Reese’s is promoting the new offering through a DoorDash collaboration to offer consumers in select cities a free Reese’s Caramel Big Cup with their DashMart order from Feb. 5 to Feb. 11 while supplies last.

Skechers will return for its 11th Super Bowl spot, per a press release. The footwear brand is reuniting with actor Mr. T, who appeared in a Skechers campaign in 2023, and Tony Romo, who had a cameo in the brand's 2023 Super Bowl ad. The 30-second spot plays off the fact that there is no "T" in Skechers, a mistake consumers continue to make, Skechers President Michael Greenberg said in a press release.

Booking.com will debut a 30-second spot in the second quarter of the Super Bowl, a spokesperson confirmed to Marketing Dive. The spot marks the travel site's third time advertising during the big game. In 2023, Booking.com ran a 30-second spot starring actress Melissa McCarthy.

The company on Feb. 2 revealed its big game ad, which stars Tina Fey and sees the multihyphenate debut as the spokesperson for the travel site's latest "Booking.yeah" campaign. In the 30-second spot, Fey hires actor Glenn Close and "30 Rock" co-stars Jane Krakowski and Jack McBrayer to serve as body doubles to demonstrate the range of properties available on Booking.com.

Developed by creative agency Zulu Alpha Kilo with media strategy and planning by Mindshare, the full campaign includes 15-, 30- and 90-second spots and will run across TV, audio streaming, online and social.

Unilever beauty brand Dove will be featured in a 30-second spot during the first quarter of the Super Bowl, per a press release. The ad will include a call to #KeepHerConfident and is tied to its previously announced partnership with Nike to create Body Confident Sport, a set of coaching tools to build body confidence in girls aged 11 to 17. As part of that effort, the brand has teamed with Venus Williams, Steve Young and Kylie Kelce, wife of NFL great Jason Kelce. 

On Feb. 2 Dove revealed its ad, "Hard Knocks," which is set to a version of "It's the Hard Knock Life" and features young girls taking the falls and hits that happen in athletics. The ad was created by Ogilvy.

“The emotional trauma young girls can face in a sporting environment, during a time when their body is changing, is sometimes greater than any physical knock they may sustain playing sports," said Daniel Fisher, global executive creative director at Ogilvy, in a statement provided to Marketing Dive.

"We knew we couldn’t show up during this occasion and lecture the audience. So instead, we chose to entertain with home footage of the resilience of real girls experiencing hard knocks in sports, before landing the message to #KeepHerConfidnt knowing that 45% of girls are quitting because of a completely different knock - low body confidence.”

Drumstick is making its Super Bowl debut with a 30-second spot that will air during the third quarter, per details shared with Marketing Dive. The spot, created and directed by Opinionated, stars actor and comedian Eric André alongside the brand’s spokesperson, Dr. Umstick and marks a continuation of Drumstick’s “Another Day, Another Drumstick” campaign. The brand on Feb. 2 released its ad, titled “Doctor on the Plane.” 

In the lead-up to the Super Bowl, Drumstick expanded its efforts beyond a commercial with a consumer sweepstakes and #DrumstickMonday petition, which went live Jan. 16, rallying for the day after the Super Bowl to become a national holiday so consumers can have the day off of work without cutting into sick days. Drumstick will arrange for one consumer to have their #DrumstickMonday wishes come true through its sweepstakes, with those interested encouraged to go to Drumstick’s Instagram and comment on its sweepstakes post explaining how they would spend their day off.

Google will return to the Super Bowl with a 60-second ad that will air in the second quarter and promote its Pixel 8 phone, a spokesperson confirmed to Marketing Dive. The spot, titled “Javier in Frame,” shares the story of a blind man who falls in love and starts a family, highlighting the Pixel’s Guided Frame artificial intelligence camera tools that help individuals who are visually impaired take photos. The company released its full ad on Feb. 2.

The commercial was created by Google’s Creative Lab in collaboration with GUT. Ahead of the game, Google on Jan. 31 released a behind-the-scenes video with blind director Adam Morse breaking down how the effort was made, mentioning details like the team’s use of petroleum jelly over the camera lens to help portray the feeling of blindness. Google’s effort marks its third consecutive Super Bowl ad promoting the Pixel.

PepsiCo soda brand Starry is teaming with rap artist Ice Spice for the brand’s debut Super Bowl appearance, a spokesperson confirmed to Marketing Dive. The spot, handled by creative agency VaynerMedia, features the music star — who is also appearing in a Super Bowl ad for the first time — alongside Starry mascots Lem and Lime. 

The brand on Feb. 2 shared its game-day ad, titled “Love Triangle,” which sees Ice Spice sipping Starry alongside the brand mascots before being approached by her ex, “lemon-lime soda,” to whom she explains that she needs something more refreshing and crisp.

The brand’s Super Bowl commercial is part of a new campaign, “It’s Time To See Other Sodas.” Starry, a competitor to Coca-Cola’s Sprite, first began rolling out last January and was described in promotional materials at the time as a “purpose-driven brand built for Generation Z.”

Pharmaceutical company Astellas is returning to the Super Bowl with a commercial that will air just before kickoff, according to details shared with Marketing Dive. The brand will be debuting a new version of its “Fewer Hot Flashes, More Not Flashes” TV spot to promote Veozah, a hormone-free treatment option to help combat hot flashes and night sweats due to menopause. The ad is part of a larger campaign that launched in October. 

“Approximately half of the audience are women, making the Super Bowl an incredible platform to showcase the different types of hot flash moments women in midlife may experience,” said Jill Jaroch, senior director of women’s health at Astellas, in release details. “At Astellas, we want all women to feel heard and their unique needs to be validated, which is why we are continuing to elevate this conversation.”

E-commerce company Etsy is making its Super Bowl debut with an ad that will promote its new Gift Mode experience, an interactive hub that combines AI and human curation to aid consumers in finding the perfect present, according to details shared with Marketing Dive. The brand during the AFC Championship game highlighted the Gift Mode experience in a spot that serves as a precursor to its big game ad.

Etsy on Feb. 1 revealed its full game day ad, titled “Thank You, France,” which puts a fresh spin on how America responded to receiving the Statue of Liberty by having American politicians use Etsy’s Gift Mode experience to find the perfect gift to give in return: a cheese board. The spot was made with Orchard Creative and kicks off the company's "full-funnel, surround-sound campaign," according to Brad Minor, Etsy’s vice president of brand marketing and communications.

“Our latest spot puts a playful spin on the panic of gift-giving, as we set out to show buyers how Etsy can meet them in those moments of gifting uncertainty and provide the inspiration, breadth of items, and intuitive product features to effortlessly 'gift easy' with Gift Mode,” Minor said in press details.

Michelob Ultra is back for the big game with a 60-second commercial that will continue the brand’s efforts to celebrate the various facets of “active living,” according to a press release. The tie-up represents a focus by the brand on connecting with “social athletes” from coast to coast.

In the lead-up to the big game, the Anheuser-Busch InBev brand released two teasers starring soccer legend Lionel Messi. The brand on Jan. 29 released a teaser that also features Emmy Award-winning actor Jason Sudeikis and on Jan. 30 one that features NFL Hall of Famer Dan Marino. A fifth and final teaser, “Epic Trailer” was revealed on Jan. 31.

The brand on Feb. 1 revealed its full Super Bowl commercial, “Superior Beach,” which features Messi, Marino and Sudeikis enjoying Michelob Ultra in a South Florida beach setting while continuing to stay active. 

Along with Michelob Ultra, other AB InBev brands advertising during the game include Bud Light and Budweiser. The company will have 2 minutes and 30 seconds of national air time in total.

Budweiser is back in the Super Bowl with a 30-second commercial that will include its iconic Clydesdale horses, according to a press release. The spot will focus on the Anheuser-Busch InBev brand’s legacy and include messaging around determination, resilience and coming together over a beer, per the release. Timed to its announcement, the brand released a 15-second teaser video. 

The brand on Jan. 31 released a 60-second cut of the ad, "Old School Delivery," which follows a Budweiser delivery to a snowbound bar made via a wagon pulled by the Clydesdales. Directed by Alex Henry Rubin, the spot features actual Budweiser wholesaler Fred Dana and the Labrador from the brand's "Puppy Love" era in 2014.

Along with its commercial, Budweiser also plans to bring its Clydesdale horses to Las Vegas for the big game. Other brands under AB InBev that will advertise in the Super Bowl include Bud Light and Michelob Ultra for a combined total of 2 minutes and 30 seconds of national advertising time. 

Swiss chocolate brand Lindt will make its Super Bowl debut with a 30-second commercial that will air in the first quarter, according to a press release. The commercial, titled “Life is a Ball,” was handled by agency Grey Toronto and is soundtracked to Perry Como’s 1957 classic “Round and Round.” 

Mondelēz cookie brand Oreo will air a 30-second spot in the second quarter of the Super Bowl, per details shared with Marketing Dive. The was created with The Martin Agency, directed by Dave Laden and produced by Hungry Man Inc. and PXP. 

On Jan. 17, the brand revealed that Kris Jenner would be the celebrity starring in its ad through a teaser video that shows what appears to be a flashback as the star indicates that Oreo’s have had a meaningful impact on her life. Meanwhile, the line “It all starts with a twist,” appears on screen. The brand on Jan. 31 released its full Super Bowl ad in addition to an extended version, both which feature Jenner and riff on the role that a twist of an Oreo plays in determining fate.

The brand last aired a Super Bowl spot, "Whisper Fight," in 2013, but made bigger waves when it tweeted "You can still dunk in the dark" after the lights went off in the stadium during the game.

Hellmann’s Mayonnaise announced it will make its fourth consecutive game day appearance with a 30-second ad that will air in the second quarter, according to details shared with Marketing Dive. Created by VML, the spot will highlight the Unilever brand’s multi-year “Make Taste, Not Waste” initiative, which has been a core focus in past game day ads.

The brand on Jan. 22 revealed through a teaser video that actor and “Saturday Night Live” alum Kate McKinnon and cat actor Chipmunk, known on-screen as Mayo Cat, will be starring in its commercial. In addition to its teaser spots, the brand also has enlisted Mayo Cat for an activation at the Las Vegas Sphere from Jan. 29 to Feb. 4, making Hellmann’s the first Unilever brand to advertise on the Sphere, per details shared with Marketing Dive.  

The brand on Jan. 30 revealed its 30-second game day ad along with a 60-second extended version that features McKinnon and tells the story of the rise to fame for Mayo Cat. The ad also includes a cameo from comedian Pete Davidson, who appeared in the brand’s big game ad last year.

Kawasaki, a maker of off-road vehicles and motorcycles, will advertise in the Super Bowl for the first time with a 30-second commercial, according to a press release. Handled by agency Goodby, Silverstein & Partners, the ad promotes the brand’s new Ridge Side-by-Side vehicle. Kawasaki released a full-length version of its ad, “Business In The Front, Party In The Back,” on Jan. 25. The commercial is meant to highlight where “work meets play” by comedically featuring a number of mullet hairstyles. The ad also includes a cameo from WWE legend “Stone Cold” Steve Austin, who is known for being bald.