superbowl51-logo5-ss-1920 Super Bowl LI advertisers: Here are the brands gearing up for game day - Branding Channel: CMO Zone Marketing Land on Instagram SEO Video

With less than two weeks to go before Super Bowl LI’s kickoff, brands are gearing up to take the field in hopes their campaigns will have a lasting effect that will help them reach their advertising goals throughout the rest of 2017.

One of the first brands out of the gate was Intel, releasing its official 30-second Super Bowl spot on January 12. The ad, featuring NFL MVP Tom Brady, showcases Intel’s 360-degree replay technology — the same technology Fox will be using when it airs the game.

Since Intel released its ad, a number of other brands have launched either teaser ads or dropped their Official Super Bowl spots. To keep track of this year’s Super Bowl brands — from the advertisers releasing teaser ads to official spots and campaign details — we’ve built the following list, adding Super Bowl LI ad news as it becomes available.

Be sure to check back often, as more brands continue to launch Super Bowl spots the closer we get to game day.

Avocados from Mexico

Teaser Ad:

Brand Category: Food & Beverage
Campaign: Avocados from Mexico campaign includes actor Jon Lovitz in its “hypnotizing” teaser ad, telling viewers he will see us “… in the first quarter,” confirming the brand’s official spot will run during the first 15 minutes of the game. The brand’s website included an image that hints to actor Jeremy Piven making an appearance during its official Super Bowl spot.
Agency: GSD&M Agency
Official Campaign Hashtag: #AvoSecrets
Recent Coverage: 5 more brands launch Super Bowl LI ads: Hyundai, Turbo Tax, Lexus, Avocados from Mexico & Mr. Clean

BAI

Teaser Ad(s):

Brand Category: Food & Beverage
Campaign: BAI will make its debut appearance as a Super Bowl advertiser with a campaign featuring Justin Timberlake as the brand’s ‘Chief Flavor Officer.’
Buy: 30-second spot
Official Campaign Hashtag: #DrinkBai

Budweiser

Official Ad:

Brand Category: Food & Beverage
Campaign: Budweiser’s “Born the Hard Way” tells the immigration story of the brand’s founder Adolphus Busch who came to St. Louis, Missouri from Germany.
Buy: 60-second spot
Agency: Anomaly

Febreeze

Official Ad (extended cut):

Teaser Ad(s):

Brand Category: CPG
Campaign: Febreeze’s Super Bowl campaign is an extension of a broader “Order Odes” campaign it launched this month. The brand launched its Super Bowl teaser ad – that includes a voiceover from actress Kathryn Hahn – on January 25th and will drop its official Super Bowl spot the Monday before the game on January 30th.
Buy: 30-second spot
Agency: Grey New York
Official Campaign Hashtag: #BathroomBreak

GoDaddy

Teaser Ads:

Brand Category: Technology
Campaign: After sitting out for last year’s Super Bowl, GoDaddy will make its 12th appearance as a Super Bowl LI brand. The campaign will focus on brand’s latest product launch for GoCentral and include a 30-second spot to air during the game.
Buy: 30-second spot
Agency: Bullish Agency
Official Campaign Hashtag: #TheInternet
Recent Coverage: GoDaddy returns to Super Bowl with teaser ads riffing on viral cat videos & sneezing

Hyundai

Teaser Ads:

Brand Category: Automotive
Campaign: Hyundai’s Super Bowl campaign includes a 90-second documentary that will be filmed in real time by actor and director Peter Berg. The spot will air during the first commercial break immediately following the close of the game.
Buy: 90-seconds
Agency: INNOCEAN Worldwide
Recent Coverage: 5 more brands launch Super Bowl LI ads: Hyundai, Turbo Tax, Lexus, Avocados from Mexico & Mr. Clean

Intel

Official Ad:

Brand Category: Technology
Campaign: Intel will use its 30-second spot, “Everyday Brady,” to showcase its 360-degree replay technology — the same technology Fox will use during the Super Bowl game broadcast. The campaign also includes a new “Be the Player” viewer experience, using the 360-degree replay technology to “freeze a moment” during the game so that it can be seen from the player’s viewpoint.
Buy: 30-second spot
Agency: McGarrey Bowen
Recent Coverage: Intel’s Super Bowl LI ad turns NFL MVP Tom Brady’s daily routines into epic experiences

Kia Motors

Teaser Ads:

Brand Category: Automotive
Campaign: Kia Motors has recruited actress Melissa McCarthy for its Super Bowl campaign showcasing the automotive brand’s all-new 2017 Niro model. The brand says the teaser spots are the first components of its “multichannel marketing campaign” leading up to the 60-second Super Bowl spot Kia will air during the game.
Buy: 60-second spot
Agency: David & Goliath
Recent Coverage: Kia recruits Melissa McCarthy for Super Bowl LI campaign to launch the new Niro crossover SUV

Lexus

Official Ad (extended cut):

Brand Category: Automotive
Campaign: Lexus is using its Super Bowl campaign to introduce its new “flagship” vehicles, the Lexus LC 500 and the LC 500h. The brand dropped an extended 60-second cut of its official 30-second spot, “Man & Machine,” which features dancer Lil Buck performing to Sia’s “Move Your Body” and includes a voiceover by actress Minnie Driver. The spot was directed by Swedish film and music director Jonas Åkerlund.
Buy: 30-second spot
Agency: Team One Agency
Recent Coverage: 5 more brands launch Super Bowl LI ads: Hyundai, Turbo Tax, Lexus, Avocados from Mexico & Mr. Clean

Mercedes-Benz

Teaser Ads:

Brand Category: Automotive
Agency: Merkley and Parnters
Official Campaign Hashtag: #EasyDriver

Mr. Clean

Teaser Ad:

Official Ad:

Brand Category: CPG
Buy: 30-second spot
Official Campaign Hashtag: #MrClean
Recent Coverage: 5 more brands launch Super Bowl LI ads: Hyundai, Turbo Tax, Lexus, Avocados from Mexico & Mr. Clean

Skittles

Teaser Ad:

Brand Category: Candy
Buy: 30-second spot
Agency: Adam&EveDDB
Official Campaign Hashtag: #TasteTheRainbow

Snickers

Teaser Ads:

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Brand Category: Candy
Campaign: For its 6th appearance as a Super Bowl brand (and third consecutive year at the game), Snicker’s campaign will feature actor Adam Driver. The brand will be airing a live ad during the game, and streaming live content on its Facebook page and the SnickersLive.com site (which currently points to Snickers’ YouTube channel) starting before during and after the game.
Buy: 30-second spot
Agency: BBDO New York
Recent Coverage: Snickers releases 4 Super Bowl LI teaser ads & says official spot will be filmed live

Squarespace

Pre-game Ad (director’s cut):

Brand Category: Technology
Campaign: Squarespace will be airing two Super Bowl spots – the official ad is a 30-second spot to run during the game, in addition to a 60-second spot that will air during the pre-game broadcast. The campaign features John Malkovich attempting to secure the domain JohnMalkovich.com for his menswear collection website – an actual e-commerce site that sells high-end men’s clothing designed by the actor.
Buy: 30-second spot during game & 60-second pre-game spot
Agency: JohnXHannes New York

Tide

Teaser Ads:

Brand Category: CGP
Campaign: Tide’s campaign features NFL star Rob Gronkowski and actor Jeffrey Tambor. The brand has released three teaser spots, with Tambor playing a customer at “The Gronk’s” dry cleaning service – all ending with the tagline, “A Better Way is Coming.”
Agency: Saatchi & Saatchi

T-Mobile

Teaser Ads:

Brand Category: Telecom
Campaign: T-Mobile announced its Super Bowl LI campaign via a tweet from its CEO.
Agency: Publicis Seattle

Turbo Tax

Teaser Ad:

Brand Category: Finance
Campaign: Turbo Tax’s Super Bowl campaign will include a three-part ad series with its official 45-second Super Bowl spot to run during the first half of the game. The brand posted both a 30-second and a 45-second version of its “Humpty Fall” Super Bowl LI spot on its YouTube channel yesterday and debuted the 45-second spot during the AFC Championship game.
Buy: 45-second spot
Agency: Weiden+Kennedy and Grupo Gallegos
Recent Coverage: 5 more brands launch Super Bowl LI ads: Hyundai, Turbo Tax, Lexus, Avocados from Mexico & Mr. Clean

Wendy’s

Official Ad:

Brand Category: Restaurant
Campaign: AdWeek reports Wendy’s will air its first Super Bowl ad during this year’s game, a 30-second spot aimed at the misconception the restaurant serves frozen beef patties. The “Cold Storage” ad features Foreigner’s “Cold as Ice” hit from 1977 and points viewers to othr-guyz.com, a parody site featuring a fake restaurant that serves only frozen beef.
Buy: 30-second spot

Wix

Official Ad (extended cut)

Teaser Ad:

Brand Category: Technology
Campaign: Wix was one of the first Super Bowl brands this year to launch its campaign. The brand released its first teaser ad simultaneously on Facebook and YouTube Live on January 17. The brand said it will have a series of teaser ads leading up to its official 30-second Super Bowl spot. Wix CMO Omer Shai says the campaign is “an ongoing narrative about Wix and our customers, and our message about always enabling our users in a world that is often disruptive so that they can be heroes.”
Buy: 30-second spot
Agency: Creative team of Andrea Janetos and Jeff Huggins
Recent Coverage: Wix Super Bowl LI campaign comes out strong with Jason Statham & Gal Gadot throwing punches

The following brands have confirmed Super Bowl LI ad buys but have yet to release any teaser ads or shared official Super Bowl spots:

  • 10 Haircare
  • 84 Lumber
  • Audi
  • Bud Light
  • Buick
  • Busch
  • Fiji Water
  • GNC
  • Honda
  • Michelob ULTRA
  • Percil ProClean
  • Sprint
  • Top Games
  • WeatherTech
  • Wonderful Pistachio
  • Yellow Tail Wine

We will be updating this list as more brands make announcements and more campaign details become available — so be sure to bookmark it and stay on top of Super Bowl LI ad news.

Marketing Land has also created a YouTube playlist where you can watch all the Super Bowl LI ads: 2017 Super Bowl LI #SB51 Ad Teasers & Commercials.