It’s that time of year again. Tonight, the New England Patriots beat the Los Angeles Rams in Super Bowl 53. Pizza, beer, and wings were consumed. Maroon 5, Travis Scott, and Big Boi performed. And millions of people in the US watched the broadcast live on CBS.

Advertisers spent more than $5 million apiece for 30 seconds (paywall) on America’s largest advertising stage. For some, the commercials were a bigger draw than the game itself. We tracked 57 non-CBS, national TV ads from kickoff to the end of the game. Here they are:

Alphabet

Google Translates

Google

Timing: Second quarter
Parent company: Alphabet

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

Timing: Third quarter
Parent company: Alphabet

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

Amazon’s Alexa fails

Amazon

Timing: Fourth quarter
Parent company: Amazon

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’s “Hanna”

Amazon Prime Video

Timing: Third quarter
Parent company: Amazon

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.

Anheuser-Busch InBev

Budweiser brews with wind power

Budweiser

Timing: Fourth quarter
Parent company: Anheuser-Busch InBev

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!

Stella Artois

Timing: Second quarter
Parent company: Anheuser-Busch InBev

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.

Ahead of the commercial reveal, Stella teased the return of Carrie Bradshaw and Jeff Bridges tweeted a cryptic clip of himself as the Dude.

Spiked seltzer meets “Shark Tank”

Bon & Viv Spiked Seltzer

Timing: First quarter
Parent company: Anheuser-Busch InBev

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

Michelob Ultra

Timing: Third quarter
Parent company: Anheuser-Busch InBev

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

Timing: Fourth quarter
Parent company: Anheuser-Busch InBev

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

Timing: First quarter
Parent company: Anheuser-Busch InBev

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

Timing: Second quarter
Parent company: Anheuser-Busch InBev

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.

Medieval Barbers

Bud Light

Timing: Third quarter
Parent company: Anheuser-Busch InBev

Trojan Horse

Bud Light

Timing: Fourth quarter
Parent company: Anheuser-Busch InBev
Apollo Global Management

ADT makes its Super Bowl debut

ADT

Timing: Between second and third quarter
Parent company: Apollo Global Management

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.

Mexican Hass Avocado Importers Association

Dogs like avocados, too

Avocados from Mexico

Timing: Second quarter
Parent company: Mexican Hass Avocado Importers Association

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.

Bumble

Serena Williams refuses to wait with Bumble

Bumble

Timing: First quarter
Parent company: 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.

Colgate-Palmolive

Luke Wilson is ready for his close up

Colgate Total

Timing: Third quarter
Parent company: Colgate-Palmolive

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.

Comcast’s NBCUniversal

Hobbs and Shaw

Universal Pictures

Timing: Second quarter
Parent company: Comcast’s NBCUniversal

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.

Deutsche Telekom

T-Mobile says it’s the best

T-Mobile

Timing: Second quarter
Parent company: Deutsche Telekom

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

Timing: Second quarter
Parent company: Deutsche Telekom

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

Timing: Third quarter
Parent company: Deutsche Telekom

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

Timing: Fourth quarter
Parent company: Deutsche Telekom

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

Expensify’s commercial you can expense

Expensify

Timing: Second quarter
Parent company: Expensify

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.

Henkel

Persil ProClean deep cleans

Persil

Timing: Second quarter
Parent company: Henkel

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.

Hulu

“The Handmaid’s Tale”

Hulu

Timing: First quarter
Parent company: Hulu

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

Hyundai’s elevator ride with Jason Bateman

Hyundai

Timing: First quarter
Parent company: Hyundai

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.

Intuit

TurboTax’s creepy robot child

TurboTax

Timing: Second quarter
Parent company: Intuit

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.

Kellogg’s

It’s not easy being AI

Pringles

Timing: Second quarter
Parent company: Kellogg’s

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.

Kia

Who needs celebrities?

Kia

Timing: Third quarter
Parent company: Kia

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.

Kraft-Heinz

Food porn

Devour

Timing: Third quarter
Parent company: Kraft-Heinz

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

Timing: Second quarter
Parent company: Kraft-Heinz

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.

Mars

M&M’s taps Christina Applegate

M&M’s

Timing: First quarter
Parent company: Mars

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.

Mercedes-Benz

Hey Mercedes

Mercedes-Benz

Timing: Second quarter
Parent company: Mercedes-Benz

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

Microsoft’s Xbox ad for accessibility

Xbox

Timing: Fourth quarter
Parent company: Microsoft

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.

Nash Holdings LLC

Democracy Dies in Darkness

The Washington Post

Timing: Fourth quarter
Parent company: Nash Holdings LLC

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).

National Football League

The NFL’s 100th season

National Football League

Timing: Between the second and third quarter
Parent company: 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

Netflix’s “Our Planet”

Netflix

Timing: Third quarter
Parent company: Netflix

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 Line

Timing: Second quarter
Parent company: 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.

PepsiCo

Backstreet’s back, alright!

Doritos

Timing: First quarter
Parent company: PepsiCo

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?

Bubly

Timing: Third quarter
Parent company: PepsiCo

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

Timing: Second quarter
Parent company: PepsiCo

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.

Procter & Gamble

Sarah Michelle Gellar screams for Olay

Olay

Timing: First quarter
Parent company: Procter & Gamble

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.

Restaurant Brands International

#EatLikeAndy

Burger King

Timing: Fourth quarter
Parent company: Restaurant Brands International

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.

SimpliSafe

Home security makes its Super Bowl debut

SimpliSafe

Timing: First quarter
Parent company: SimpliSafe

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.

Skechers

Tony Romo takes it easy with Skechers

Skechers

Timing: Third quarter
Parent company: 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.

SoftBank

Sprint’s brainstorming session

Sprint

Timing: Second quarter
Parent company: SoftBank

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

Toyota pushes its RAV4 hybrid SUV

Toyota

Timing: Second quarter
Parent company: Toyota

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.

Toyota Supra

Toyota

Timing: Between second and third quarter
Parent company: Toyota

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

Turkish Airlines’ taps Ridley Scott

Turkish Airlines

Timing: First quarter
Parent company: Turkish Airlines

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.

Ultra Mobile

Mint Mobile joins the wireless showdown

Mint Mobile

Timing: Second quarter
Parent company: Ultra Mobile

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

Verizon salutes first responders

Verizon

Timing: Third quarter
Parent company: Verizon

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.

Volkswagen

It’s electric

Audi

Timing: Second quarter
Parent company: Volkswagen

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.

The Walt Disney Company

Captain Marvel

Marvel Studios

Timing: First quarter
Parent company: The Walt Disney Company

Disney debuts a new look at its upcoming Marvel film, “Captain Marvel,” in a 30-second Super Bowl ad.

Disney also premiered a trailer for “Avengers: Endgame” before kickoff and a trailer Pixar’s “Toy Story 4” after the game.

WeatherTech

WeatherTech goes to the dogs

WeatherTech

Timing: First quarter
Parent company: WeatherTech

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’s CupFone

WeatherTech

Timing: Fourth quarter
Parent company: WeatherTech

WeatherTech has another 15-second ad in the game that promoted its mobile phone mount for car cup holders.

Wix

Karlie Kloss shows off Wix

Wix

Timing: Third quarter
Parent company: Wix

Karlie Kloss shows off Wix's website services in a 30-second Super Bowl commercial.