Learn who is advertising in Super Bowl 2017, who is sitting out and what they have in store. Watch Super Bowl Tweets, teasers, extended ads and more!
What Brands are Advertising in Super Bowl LI?
They’re going for a triple-play! Wrong sport, we know, but the website builder Wix.com is airing a Super Bowl commercial for the third year in a row! They made history by launching their 2017 Super Bowl ad campaign on Facebook Live on January 17. This is the first time a brand ever released an ad using Facebook or YouTube Live.
The hot, action ad features beautiful duo Gal Gadot and Jason Statham, with a nice guy named Felix playing the hero (and website builder).
In addition to sharing this action-packed ad, Wix also announced a very cool contest where you can win up to 50K simply by making an image of Felix your Facebook profile picture.
We are eager to see what else they will release, because if Gal and Jason are involved, it can only be hot! We’ll update you with the latest on the Wix Super Bowl commercial page!
It’s official commercial Kick Off! Intel is the first brand to publish a Super Bowl LI teaser this season – and they’ve scored a touchdown! Their brief clip stars Patriots’ Quarterback, Tom Brady! Word has it that the Intel ad will promote the new Intel 360 replay technology.
Watch the teaser here!
Were you hoping that BMW would be back in Super Bowl LI after a two-year break from the Big Game? Alas, apparently their 2015 Super Bowl commercial was so fantastic that they’ve found it to be one act that is just too hard to follow. This year, they are again sitting out.
The BMW 2015 Super Bowl commercial started with a clip from a 1994 interview with journalists Katie Couric and Bryant Gumbel, who struggled to explain to their viewers how to use this new technology (“the Internet”) to send an e-mail. Returning to modern times, we saw the two discussing BMW’s technology the same way.
The colorful candymaker, Skittles, is also coming back to the Big Game for the third year in a row. Last year, in honor of Super Bowl 50, Skittles aired a commercial featuring Aerosmith’s Stephen Tyler and a singing portrait of himself. It was a strange portrait, too, made entirely out of Skittles. We gave them extra credit for creativity and even selected the unusual ad as one of the best 2016 Super Bowl commercials.
This year, Steven Tyler won’t be back to promote the little sugary sweets. The Skittles 2017 Super Bowl commercial will focus on the “Taste the Rainbow” tagline and the company had chosen to promote their message without enlisting help from A-List celebs. Skittles also revealed that this year’s Big Game ad will be free of owls, a talking cabbage lasers and “your own face staring back at you.” Cryptic, yes…but we’re intrigued!
— Skittles (@Skittles) December 13, 2016
To build enthusiasm in advance of the game, Mars, which owns both Skittles and Snickers, has kicked off a pre-Super Bowl promotion in-stores. Called “The Candy Bowl,” Mars is asking sweet-tooths everywhere to choose whether they’re on Team Snickers or Team Skittles.
— SNICKERS® (@SNICKERS) December 14, 2016
Mars is also shelling out big bucks in 2017 for a 30-second commercial about their chocolatey, caramel candy bar – the world famous Snickers. The exciting news is that Snickers 2017 Super Bowl ad will star Adam Driver of Star Wars and Girls fame. They will be sticking to their “You’re Not You When You’re Hungry” theme (If it ain’t broke, why fix it?) so we’re already pretty impatient to see what they have in store!
— Adweek (@Adweek) January 12, 2017
Snickers’ fantastic Super Bowl 2016 commercial was also focused on the concept of “You’re Not You When You’re Hungry.” It featured celeb William Defoe as a hungry (maybe a bit hairy?) Marylin Monroe.
For the first time ever, the spotlight will be on Busch beer during one whole 30-second Super Bowl commercial. Considered a below-premium brand, you may know Busch as the beer of choice for frat boys everywhere. But while Busch may be a Super Bowl rookie, their parent company, Anheuser-Busch, has been a constant presence on the Super Bowl advertising stage for as long as we can remember! A-B also owns Budweiser, Bud Light and Shock Top and they hold exclusive beer advertising rights for the Super Bowl.
We can thank them for unforgettable Budweiser Super Bowl commercials like this:
Bud Light is back for Super Bowl LI with a simple, 30-second commercial promoting the brand’s new tagline, “Famous Among Friends.” No mock electins. No crazy nights of finding a regular Joe who is “Up for Whatever.” No celebrity appearances from the likes of Don Cheadle or Arnold Schwarzenegger. Instead, the ad shows two guys enjoying a lifetime of friendship and unforgettable moments, all with Bud Light in hand.
Unlike Bud Light, Michelob Ultra will be using the same theme as they did in their 2016 Super Bowl commercial. The 30-second spot will posit Michelob as a fitness-friendly beer, designed for a thirsty crowd who cares about calories, and their waistline. This beer, they promise, is especially “brewed for those who go the extra mile.”
Budweiser, too, is back in the game. Best of all – so are their Clydesdales! Budweiser has deep pockets and they bought up 60-seconds of ad space. According to AdAge, they plan to focus on the history of the beer. It looks like the puppies are sitting on the bench again this year. so for all the puppy lovers out there, here is the 2015 Budweiser Super Bowl commercial:
Hyundai is back in the Big Game after four fabulous Super Bowl 50 commercials last year. They have hired director Peter Berg to create a 90-second, “documentary” style ad that will actually be filmed during the Super Bowl. Yes, you heard that right. The spot itself will air just after the game ends on February 5th.
While they haven’t said much, Hyundai let us know not to miss the championship games! They will be airing two teasers starring Joe Montana and Mike Singletary, and these clips will let us know a bit more about what they have in store for us on Game Day.
As we wait for more news, here’s a look back at “Ryanville” – one of Hyundai’s ads from last year:
They’re becoming regulars! Avocados From Mexico will once again advertise in the Super Bowl in 2017, making them a third-timer like Wix and Skittles! The unlikely commercial by this seller of the green, creamy fruit will air early in the first quarter of the Big Game. Is their goal to inspire us to serve up a dish of guac as we watch the game?
— Avocados From Mexico (@AvosfromMexico) October 17, 2014
The 2017 Avocados from Mexico Super Bowl commercial will highlight the benefits of “good fats,” emphasizing the healthy side of avocados – which, by the way, are available all year round! As for the creative, it’s anybody’s guess. They went in a bit of a bizarre direction with their 2016 Super Bowl commercial; it featured an alien guide giving his alien friends a tour of interesting human artifacts, included Scott Baio and of course the main star: the avocado. Yes, it was even stranger than the Skittles commercial.
WeatherTech plans to warm our hearts again in Super Bowl LI. As they do in all of their Super Bowl commercials, they will emphasize the message that their car mats are “made in America.” Yes, the car mat makers (you heard that correctly) are back again for their fourth consecutive year with a WeatherTech Super Bowl commercial and, rumor has it, you can look for their ad during the first half of the game.
If you didn’t catch their inspirational yet mushy, heartfelt commercial of 2016, check it out below. And yes, these “resources” are proudly made in ‘merica!
Kia confirmed their participation in Super Bowl LI back in November 2016, announcing that the automotive brand will be advertising for the 8th year in a row. The Kia 2017 Super Bowl commercial will focus on the new hybrid crossover, the Kia Niro. They have released two, 15-second teasers for the ad. The teasers, like the 60-second Game Day commercial, feature actress and comedian Melissa McCarthy.
Teaser #1: “Many Names”
Teaser #2: “Needs and Wants”
Last year, in the Kia 2016 Super Bowl ad, Christopher Walken promoted the Kia Optima. In the case of socks with “pizzazz” vs. beige socks, Walken’s definitely won us over with this convincing monologue:
There is no shortage of automobiles lining up to strut their stuff in a 2017 Super Bowl commercial and Lexus is the latest carmaker to join the Big Game! This year marks the third time that the luxury automaker is advertising in the Big Game and they plan to do so with the help of British actress Minnie Driver – the brand’s new spokeswoman. The Lexus Super Bowl commercial will star the all-new Lexus LS and LC. According to the company’s VP and General Manager, Jeff Bracken, there will be a “few surprises” too.
Their previous Super Bowl commercial was in 2015 and it featured the Lexus NX Crossover.
Mercedes is celebrating a very special year – the 50th anniversary of their Mercedes-AMG sports brand – and what better way to celebrate than with a commercial in the Big Game? This is their fourth Super Bowl appearance. While they sat out last year, in 2015 their commercial featured an unforgettable race between a tortoise and a hare. As for this year’s creative, in the mean time their lips are sealed…
Justin Timberlake is coming to Super Bowl LI, but he isn’t performing at the Halftime Show. Instead, he’ll be touting the health benefits of Bai drinks. And since he’s a major shareholder in the company, they probably didn’t even have to twist his arm (or pay out a few million $) to get him to do the ad.
This will be the second consecutive Bai Super Bowl commercial. Last year they aired a rather strange commercial that was appropriately named, “None of this makes sense.”
Rookie alert! These vitamin makers will be airing a GNC Super Bowl commercial for the first time ever. They have purchased a 30-second spot during the first quarter, most likely to try and improve their reputation after a tough year that including a plummeting stock price and a fine of more than $2 million for selling illegal dietary supplements.
— FOX Business (@FoxBusiness) December 17, 2016
According to AdAge, the GNC Super Bowl ad will highlight the brand’s new pricing, store design, loyalty program and mobile app. Beginning on December 28, 2016, the company closed 4000 stores and will be redesigning them in early 2017. Jeff Hennion, VP-Chief Marketing and eCommerce Officer at GNC, explained, “We talked internally about how we wanted every man, woman and child to know immediately that GNC was new and different and this is the way to do it.”
You can expect a squeaky-clean ad from Persil. After all, they do make laundry detergent! The sophomore Super Bowl advertisers haven’t released details about their plans for their second consecutive Game Day ad, but should be on the look out for their stain-fighting superhero “The Professional” on February 5!
Here’s a look back at the Persil Super Bowl 50 commercial:
Thought vitamins were exciting? How about taxes?! Well – you’re in luck! TurboTax has confirmed that they will be airing a 45-second Super Bowl LI Tax commercial this year. TurboTax will use the airtime to promote their ongoing campaign to let customers know about the agents they have available to answer customers’ questions about their tax forms. The message is that taxes don’t need to be stressful! “Relax There’s TurboTax!” On hand to help them out are celebrities like David Ortiz and DJ Khaled.
Here’s one of the TurboTax ads from the same campaign:
The German carmaker will be back this year with their 9th Audi Super Bowl commercial! After last year’s unforgettable commercial, called “The Commander,” they certainly have a difficult task ahead of them if they want to follow up with another commercial that is just as good. The ad followed a former astronaut reliving his past with the help of an Audi R8 and the touching music of David Bowie.
The Japanese carmaker is again working hard to showcase their creativity in honor of Super Bowl LI. This is the third time that Honda will be advertising in the Super Bowl and this year’s ad will showcase their Honda CR-V. So far, Honda is keeping their cards close to their chest, so we don’t have any details yet about the creative.
Honda Returning To Super Bowl To Promote 2017 CR-V – Honda plan on building momentum for the redesigned 2017 CR… https://t.co/0btkgzAgau
— Colin@Autoscreens (@Colin_Aylesbury) January 4, 2017
Buick is the latest car company to announce their plans to air a 2017 Super Bowl commercial. It’s no wonder that they’ve decided to come back after the great success of last year’s ad! Apparently, the 2016 Buick Super Bowl commercial brought the automakers a whopping 50 percent increase in traffic to Buick.com on Game Day last year, and a 100 percent increase the day after the game! According to Ad Age, this year’s commercial will continue to promote the idea of “That’s not a Buick” – positing the car as cool and modern and trying to overturn outdated ideas about the car.
Last year, the company promoted their Cascada convertible in the Super Bowl spot. With the goal to attract a younger audience, the company hired the Giants’ wide receiver, Odell Beckham Jr and the actress and model, Emily Ratajkowski to star in the ad.
This year, for the Buick 2017 Super Bowl commercial, there are rumors that Miranda Kerr and Cam Newton will be the stars of the ad. They were caught film a commercial the L.A. Zoo. Could it be a Big Game spot? We’ll keep you posted!
Owned by the international conglomerate Proctor and Gamble, Febreze has announced that they are advertising in the Super Bowl for the first time this year. Will the ad star a bunch of sweaty football players in a locker room desperately need of some odor relief? Or will they stick to their classic theme of helping teenagers (and their parents) combat the stinky smells of a high school student’s bedroom?
He is bald and buff and looks kind of like a linebacker, so it only makes sense that the tough guy of cleanliness would join in at the Big Game! It’s true – Mr. Clean has announced their plans to advertising in Super Bowl LI! Mr. Clean has in fact declared themselves the “Official Cleaner of Super Bowl LI” and they will scrub and shine our TV screens for 30-seconds in the third quarter.
— Jim Davock (@CPG_INSIGHTS) January 6, 2017
Rookie alert! American lumber company, 84 Lumber has announced their plans to air their first-ever Super Bowl commercial. They’ve gone all out, spending somewhere around $15 million for a 90 second ad spot! No word yet on their creative, but they have hired a local agency, Brunner of Pittsburgh, to help with the creative. Watch for their ad in the 2nd quarter.
It's official! We're beyond excited about our first 90-second SUPER BOWL commercial! 2017 is off to a great start! https://t.co/mcCnXR7cyv
— 84 Lumber Company (@84LumberNews) January 11, 2017
According to AdAge, Top Games is joining the Super Bowl roster. They are planning a 30-second Top Games Super Bowl commercial to promote a brand new mobile game. If gaming is your thing, you may know Top Games as the makers of “Evony: They Kings Return.”
— Ad Age (@adage) January 21, 2017
Who’s Sitting Out?
And now for the bad news… The following brands have let us know that they will not be buying ad time in Super Bowl LI.
The loyal Super Bowl advertiser Doritos, owned by Frito-Lay, will not be airing a Super Bowl commercial this year for the first time in an unforgettable 10-year streak. Since 2007, Doritos has asked fans to make their commercials in the famous “Crash the Super Bowl” ad contest.
Although Frito-Lay’s partnership with the NFL still stands strong (The conglomerate also owns Pepsi, who will again sponsor the half-time show), the lack of a Doritos Super Bowl commercial will definitely create a void in this year’s lineup.
If you want to console yourself by watching old Doritos Super Bowl ads, catch some here:
After five years of bringing us Super Bowl ads, Toyota will not be airing any commercials in Super Bowl LI. Sources say that since the timing of their product launches this year don’t coincide with the Super Bowl, they’ve decided to sit this one out!
Last year, Toyota aired two Super Bowl commercials. Our favorite involved a high-speed chase after a red Prius, Toyota.
Butterfinger will also be sitting on the sidelines this year! In fact, don’t expect to see any of the big Nestle brand commercials this Super Bowl Sunday. Butterfinger first appeared in the 2014 Super Bowl, then skipped a year and came back with a bang for SB50. Prior to the 2016 game, the brand aired a skydiving stunt on Periscope to announce their return.
The Butterfinger Super Bowl 2016 commercial featured a guy jumping out of a plane, riding a bull, eating a Butterfinger. The spot was directed by Armando Bo, co-writer of the movie “Birdman” and uses their “Bolder than Bold” slogan.
This just in…
Also sitting out in 2017 are Mini USA (owned by BMW) and SunTrust, both of whom advertised in Super Bowl 50. Last year, Mini ran a powerful and memorable commercial that starred celebrities like Abby Wambach, Serena Williams, rapper T-Pain, baseball legend Randy Johnson (aka The Big Unit), Tony Hawk, Harvey Keitel, Michai Stephens and Michael Whinnet. The feel-good commercial celebrated the concept of “defying labels.”