Not to be out done by smart-speaker rival Amazon, Google is running two commercials (paywall) in the Super Bowl this year. The first, 60-second ad spotlights how Google Translate brings people together. The company says it translates 100 billion words around the world every day.
Google for veterans
Google’s second, 60-second ad, narrated by actor John Krasinski, focuses on the company’s job search and other tools for military veterans.
Amazon’s Alexa fails
With voice assistants coming to every product imaginable, Amazon’s 90-second Super Bowl commercial mocks some of the devices that should never be connected to its Alexa smart speaker. Harrison Ford hilariously struggles with an Alexa-enabled smart dog collar, for one, in the star-studded spot. Teaser clips for the ad feature actors Ford, Abbi Jacobson, Ilana Glazer, Forest Whitaker, and retired astronauts Mark and Scott Kelly beta testing the technology.
Amazon Prime Video
Amazon Prime Video promotes its coming-of-age thriller, “Hanna,” in a 60-second Super Bowl pitch. The first episode of the series will be available on Amazon Prime Video for 24 hours immediately following the game. The full season premieres in March.
Budweiser brews with wind power
Super Bowl staple Budweiser is back in the big game this year with its classic Clydesdale horses, a dalmatian, and Bob Dylan. The 60-second ad, which features Dylan’s “Blowin in the Wind,” highlights the beer brand’s use of renewable energy.
Parent company Anheuser-Busch InBev is the biggest advertiser in Super Bowl 53 with 5 minutes and 30 seconds worth of advertising time purchased for its beverage brands.
Carrie Bradshaw and the Dude are back!
Jeff Bridges reprises his classic “The Big Lebowski” character and Sarah Jessica Parker is back in her Manolos as her “Sex and the City” role in Stella Artois’ Super Bowl ad, promoting its campaign for the charity Water.org. Characters Carrie Bradshaw and Jeffrey “the Dude” Lebowski, each trade in their signature drinks—a cosmo and a white russian, respectively—for a Stella in the 45-second ad. For every Stella purchased between now and March 31, the company says it will donate a month of clean water to someone in need.
Spiked seltzer meets “Shark Tank”
Bon & Viv Spiked Seltzer
Hard seltzer brand Bon & Viv marks its first appearance in the Super Bowl with a 30-second underwater pitch that takes a rather literal interpretation of the TV show “Shark Tank.” It shows two mermaid entrepreneurs pitching their idea for spiked seltzer to shark judges.
Run, robot, run
All work and no play makes Michelob Ultra’s fitness-crazed robot a dull boy. The light beer brand’s 30-second Super Bowl commercial uses a robot with a one-track mind to encourage people to enjoy their fitness journeys (paywall), and beer.
Zoe Kravitz sends a tingle up your spine
Michelob Ultra is also pushing its organic Pure Gold brew in the Super Bowl for the first time. The brand tapped actress and artist Zoe Kravitz for an “autonomous sensory meridian response,” or ASMR, video that uses sounds and images to experience beer in a new way.
Bud Light isn’t brewed with corn syrup
Bud Light knocks rivals Coors Light and Miller Lite in its first spot in Super Bowl 53. The ad says Bud Light does not use corn syrup in its beer, unlike the other two. It continues using the medieval fantasy “Dilly Dilly” campaign that Bud Light has relied on for its advertising.
The Bud Knight plays the “Game of Thrones”
Bud Light’s second Super Bowl ad is a crossover promotion with HBO’s “Game of Thrones.” The ad shows the Bud Knight losing a joust with the Mountain, a character from the series. An extended version has also been published online.
ADT makes its Super Bowl debut
Home-security company ADT taps Drew and Jonathan Scott of the TV series “Property Brothers,” for its first ever Super Bowl commercial. The 30-second ad touts the company’s innovations, and argues that in the smart-home era, home security should be handled by a trusted provider, as it calls itself.
Dogs like avocados, too
Avocados from Mexico
Humans are judged by actress Kristin Chenoweth as if they were competition dogs in Avocados from Mexico’s 30-second Super Bowl commercial. The company promoted the ad with a series of teasers online, starring Chenoweth and a cast of dogs practicing the Avocados from Mexico jingle and enjoying fine art.
Serena Williams refuses to wait with Bumble
Bumble, a dating and networking company geared toward women, is launching its first TV commercial at Super Bowl 53. It tapped tennis superstar, entrepreneur, and all-around icon Serena Williams for the “#InHerCourt” campaign. Bumble is promoting the campaign with a series of interviews with Williams. The 30-second Super Bowl commercial aims to empower women to make the first move, in love, life, and business. The extended version of the ad has been released online.
Luke Wilson is ready for his close up
Actor Luke Wilson gets uncomfortably close in Colgate’s Super Bowl spot for its Colgate Total line of toothpaste. In the 30-second commercial, Wilson plays a close-talking businessman, who doesn’t respect his colleagues’ personal space. With fresh breath, he doesn’t seem to think that’s a problem. His colleagues disagree.
Colgate has appeared in the Super Bowl before, but this is the brand’s first ad for Colgate Total.
Hobbs and Shaw
NBCUniversal pushes its upcoming film, “Fast & Furious Presents: Hobbs & Shaw.” The movie stars Dwayne Johnson and Jason Statham, reprising their roles from the “Fast and Furious” action-movie franchise, along with Idris Elba.
T-Mobile says it’s the best
T-Mobile says it has the best unlimited wireless service in America, in its first 30-second commercial of four ads it is airing in the game.
T-Mobile teams up with Taco Bell
T-Mobile promotes a partnership with Taco Bell in another 30-second ad. It’s offering wireless customers free tacos one day every week through the T-Mobile Tuesdays App.
T-Mobile partners with Lyft
T-Mobile promotes a partnership with ride-sharing service Lyft in another 30-second ad. It’s offering wireless customers who use the T-Mobile Tuesdays App free Lyft rides this coming Tuesday (Feb. 5).
T-Mobile will pay off your contract
T-Mobile’s fourth 30-second Super Bowl commercial features a humorous text conversation with a father who confuses his child with Google. The ad plugs T-Mobile’s promotion to pay off new customers’ existing wireless contracts if they leave another carrier to join the service.
Expensify’s commercial you can expense
There’s a Super Bowl ad about filing your expenses. You read that right. Expense-management company Expensify is running a 30-second commercial in the game that stars rapper 2 Chainz and actor Adam Scott, and attempts to make saving and organizing your receipts cool. It’s also interactive, so people can snap photos of the receipt in the commercial, and upload them to Expensify’s app for a chance to win the cash value of the outlandish ice car in the ad.
A longer version of the commercial is available online, along with a hilarious four-minute rap music video with 2 Chainz and Scott, who played an accountant in has past role as Ben Wyatt on “Parks and Recreation.” The parody video is the kind of thing you might imagine Michael Scott from “The Office” making as a corporate training film, if he had the budget to hire a rap star.
Persil ProClean deep cleans
Laundry detergent brand Persil returns to the Super Bowl for a fourth time with an ad starring its pitchman, The Professional, played by Peter Hermann from the TV series “Younger.” The ad promotes the brand’s deep-cleaning detergent, Persil ProClean.
“The Handmaid’s Tale”
Hulu debuts a 30-second trailer for the third season the Emmy-winning series “The Handmaid’s Tale” in the Super Bowl. “Wake up America,” the ad says. A teaser for the trailer is also online.
Hyundai’s elevator ride with Jason Bateman
Jason Bateman, of “Ozark” and “Arrested Development” fame, plays a witty, straight-talking elevator operator in Hyundai’s 60-second Super Bowl commercial. He takes a car-shopping couple down past floors of unpleasant experiences like getting a root canal before learning they have Hyundai’s Shopper Assistance program. The ad touts how the program takes the pain out of car buying.
TurboTax’s creepy robot child
TurboTax’s 45-second Super Bowl commercial features a robot child that for, whatever reason, wants to be a CPA at TurboTax when it grows up. A teaser shows the robot longing to eat a kale salad, which is possibly the biggest indicator that it is not a real child. The ads aim to promote the human CPAs the tax-prep service offers on demand.
It’s not easy being AI
Like Michelob Ultra’s fitness-crazed robot that can’t stop exercising to enjoy a beer, Pringles’ 30-second Super Bowl ad features a machine with brains that can’t enjoy the finer things in life. It centers on an Alexa-like smart speaker that is depressed because it will never know the joy of tasting the brand’s hundreds of combinations of chip flavors.
Who needs celebrities?
Kia skipped high-priced celebrity endorsers in its Super Bowl ad this year. It used the money it would’ve spent on a star to launch “The Great Unknowns Scholarship.” The car company shared details on the program in its 90-second Super Bowl spot, which it promoted with a teaser ad ahead of the game.
Frozen-food brand Devour makes its first appearance in the Super Bowl with a suggestive, 30-second ad about a woman whose boyfriend is addicted to frozen-food porn. An uncensored version of the ad is available online, because, apparently, you can’t say the word “porn” in a Super Bowl commercial (paywall).
Devour also set up a frozen-food porn hotline. Dial 1-83-FOODPORN in the US to hear a woman talk you through heating up a microwaved meal.
A-Rod and Mr. Peanut go to the Super Bowl
Planters seems to have a thing for bad boys. Its 30-second Super Bowl commercial features former professional baseball player Alex Rodriguez and actor Charlie Sheen, who have both been caught up in scandals in the past, and music by Motley Crue, which calls itself the “world’s most notorious rock band.” Mr. Peanut comes to the rescue in the commercial, which sees the mascot race like a nut to deliver Rodriguez a game-time snack.
M&M’s taps Christina Applegate
Christina Applegate hits her breaking point in M&M’s Super Bowl spot. The “Married With Children” actress snaps at M&M’s unruly Red, Yellow, and Orange spokes-candies in the candy brand’s 30-second Super Bowl spot for its new line of chocolate bars. A teaser for the spot shows Applegate being messed with by unseen pranksters in a parking lot.
Automaker Mercedes-Benz is back in the Super Bowl, which is being held in its US home of Atlanta, Georgia this year. The 60-second commercial for Mercedes’ new A-Class sedan showcases the car’s voice assistant, which responds to commands with the wake word, “Hey Mercedes.” Atlanta rapper Ludacris appears in the ad, along with characters like Lassie and those from the Looney Tunes.
Microsoft’s Xbox ad for accessibility
Microsoft’s moving 60-second commercial for its Xbox game console showcases the company’s adaptive controller that is designed for gamers with limited mobility. The commercial stars children with disabilities who are able to play video games more competitively with the controller. ”He’s not different when he plays,” says a father, in the extended cut of the ad, which is available online.
Democracy Dies in Darkness
The Washington Post
The Washington Post’s 60-second Super Bowl debut highlights the importance of newsgathering and the dangers that reporters face around the world. It asserts that knowledge empowers and frees people. The ad, narrated by actor Tom Hanks, uses the news organization’s “Democracy Dies in Darkness” slogan (paywall).
The NFL’s 100th season
National Football League
The NFL celebrates its upcoming 100th season, in a lengthy, 90-second ad. It's set in a fancy gala that devolves into a table-flipping football game featuring more than 50 football players, as well as Twitch star Ninja.
Netflix’s “Our Planet”
Last year Netflix announced “The Cloverfield Paradox” in a Super Bowl ad and released the film immediately following the game. This year it's pushing its upcoming nature series “Our Planet.” The show, narrated by David Attenborough, hits the streaming service on April 5.
Norwegian Cruise Line
Norwegian Cruise Line
Norwegian Cruise Lines’ 30-second Super Bowl ad shows adventure on the open seas. The cruise line is also running a sweepstakes via its social media channels during the game. Participants can win free cruises.
Backstreet’s back, alright!
Chance the Rapper makes a surprisingly good Backstreet Boy in Doritos’ 30-second Super Bowl ad for its new Flamin’ Hot Nacho chips. The ad features of hip-hop remix of the 1990s-era boy band’s classic song, “I Want It That Way.” A longer version of the commercial is available online, and Doritos is promoting it with two spots where Chance and the band are practicing their dance moves and striking poses.
Bubly or Bublé?
Sparkling water brand Bubly has tapped singer Michael Bublé for its Super Bowl debut. Bublé seems to think the brand is named after him, despite being told repeatedly that it is not. He is also seen in a teaser spot changing the spelling of Bubly to Bublé, much to the chagrin of a convenience store clerk.
Is Pepsi okay?
Pepsi is attempting to upstage rival Coca-Cola—which is airing an ad before the game begins—in Coke’s home turf of Atlanta, Georgia. Pepsi is airing a 30-second commercial in the Super Bowl that argues Pepsi is more than just an okay substitute for Coke. It features actor Steve Carell and artists Lil Jon and Cardi B, who were also shown in teaser ads ahead of the official release.
Pepsi also sponsors the Super Bowl halftime show, which is headlined by Maroon 5, Travis Scott, and Big Boi this year.
Sarah Michelle Gellar screams for Olay
Skincare brand Olay marks its first appearance in the Super Bowl this year, with a 30-second ad aimed at the reported 45% of NFL fans (paywall) who are women. Sarah Michelle Gellar stars in the horror-themed commercial that evokes the actress’s past roles in “I Know What You Did Last Summer,” “Scream 2” and “Buffy the Vampire Slayer” to promote Olay’s 28-day skincare challenge. A trailer for the ad is also available online.
Burger King returns to the big game for the first time in more than a decade. The ad shows the late artist Andy Warhol eating the fast-food chain’s flagship burger, the Whopper. A teaser spot leading up to the game shows Burger King’s King adjusting his mic and preparing to make an announcement. The clip of Warhol comes from the 1982 film 66 Scenes from America.
Home security makes its Super Bowl debut
New England Patriots tight end Rob Gronkowski’s home was robbed last year while the athlete traveled to play in the Super Bowl. This year, SimpliSafe is using the big game to promote home security with a 30-second commercial that premiered during the broadcast. “If it can happen to Gronk, it can happen to anyone,” Wade Devers, the company’s internal creative director, said in a statement emailed to Quartz.
The ad, SimpliSafe’s first in the Super Bowl, shows a neighborhood gripped by fear of porch pirates, robots, and devices that are always listening. Home is the only safe haven. An extended cut and teaser are also available online.
Tony Romo takes it easy with Skechers
Former Dallas Cowboys quarterback Tony Romo is calling his first Super Bowl as a commentator for CBS this year. He also stars in Skechers’ commercial for slip-on sneakers. The athlete-turned-analyst takes it easy in Skechers’ 30-second ad.
Sprint’s brainstorming session
Sprint’s pitchman Paul brainstorms ways to advertise the wireless companies faster LTE speeds and low prices with robots in the telecom’s 30-second Super Bowl spot, which features a cameo by athlete Bo Jackson. A series of teasers featuring the robots is also online.
Toyota pushes its RAV4 hybrid SUV
Toyota’s 60-second commercial, promoting its new RAV4 hybrid SUV, spotlights female football player Antoinette “Toni” Harris for having defied expectations, as it says its vehicle does.
The carmaker’s second, 60-second ad—directly after the halftime performances—showcases its 2020 Toyota GR Supra sports car to the tune of The Who’s “Pinball Wizard.”
Turkish Airlines’ taps Ridley Scott
Turkish Airlines airs a 30-second preview of a short film from director Ridley Scott. It highlights a journey traveling on Turkish Airlines. The full, six-minute film is available online.
Mint Mobile joins the wireless showdown
Low-cost wireless provider Mint Mobile joins telecom heavyweights Verizon, T-Mobile, and Sprint in the Super Bowl for the first time this year. The 30-second commercial equates paying too much for wireless service to drinking chunky milk, which looks as unpleasant as it sounds.
Verizon salutes first responders
Verizon's 60-second Super Bowl commercial celebrates first responders through the story of NFL coach Anthony Lynn's 2005 car accident. Ahead of the game, the telecom company released a moving ad that showed how first responders saved the lives of other NFL personalities.
The company was criticised last year for throttling data services to California firefighters.
Audi shows off its electric future in its 60-second Super Bowl commercial, featuring its new e-tron GT. In the ad, a man finds himself in paradise in the vehicle during a near-death experience.
WeatherTech goes to the dogs
WeatherTech ditches its overtly patriotic messaging for something more canine this year. The US manufacturer promotes its new line of pet-care products (paywall) in a 45-second Super Bowl spot, starring an adorable golden retriever named Scout. The ad was teased online ahead of the game.
WeatherTech has another 15-second ad in the game that promoted its mobile phone mount for car cup holders.
Karlie Kloss shows off Wix
Karlie Kloss shows off Wix's website services in a 30-second Super Bowl commercial.