Super Bowl Ad Center/2022
2022 Super Bowl Advertisers
This is the go-to place for everything you need to know about the Super Bowl LVI advertisers. Super Bowl veterans like Avocados From Mexico, Squarespace, Toyota and TurboTax are back again this year. Meanwhile, the 2021 gameday trend of first-time Super Bowl advertisers seems to be continuing this year with Crypto.com, FTX and Rakuten each making their Big Game debuts in 2022. Find information on media buys, the agencies behind the ads, the spots they aired during Super Bowl 2022 and more. Peek into our exclusive attention analytics to uncover how ads resonated during Super Bowls of the past, and easily watch the full commercials — all within the ad center.
Greenlight Financial Technology
Greenlight Financial Technology is joining the long list of first-time Super Bowl advertisers on February 13th. The financial tech company worked with Haymaker to create the 30-second spot starring Modern Family alum, Ty Burrell. In “I’ll Take It,” Burrell makes a series of extravagant purchases that leads him to being broke. A father nearby reminds his children, “And that’s why mom and I use Greenlight to teach you about money.”
AMC+
AMC Networks premium streaming service, AMC+, is making its Super Bowl debut on February 13th. The spot is set to promote Better Call Saul and Walking Dead finales while also revealing a sneak peak of Anne Rice’s Interview With the Vampire. Additional creative details are still under wraps.
Coinbase
Coinbase will make its first foray into Super Bowl advertising with an undisclosed buy on February 13th. Coinbase joins three other cryptocurrency brands, FTX, Crypto.com, and eToro on TV advertising’s biggest night.
T-Mobile Home Internet
T-Mobile is using 30-seconds of Super Bowl airtime to promote its Home Internet service. In the pre-released spot, Scrubs co-stars Zach Braff and Donald Faison perform a rendition of West Side Story’s “I Feel Pretty,” except Zach Braff feels mistreated by his internet company.
Cue Health
At-home COVID-19 testing device, Cue, is making its Super Bowl debut on February 13th. Not only is it the first time for the brand, it’s also a first for the product category. The pre-released creative, “Meet Cue,” keeps things light and playful for a rather serious subject. In the ad, other household smart devices are in awe of Cue’s COVID-19 testing capabilities.
Max
HBO and HBO Max will promote its new series Winning Time during the Super Bowl. The series is about the rise of the LA Lakers during the 1980s. HBO released an extended trailer with eye-catching retro scenes. The spot introduces the premise of the show and the main characters played by actors John C. Reilly, Quincy Isaiah, Jason Clarke, DeVaughn Nixon and more.
SKECHERS
SKECHERS is teaming up with Willie Nelson in two 30-second Super Bowl commercials. One of the pre-releases, “Legalize,” takes a humorous and edgy approach as Willie Nelson advocates for the legalization of “the one thing that can bring comfort to millions….SKECHERS.” The second pre-release is set to the tune of Willie Nelson’s hit song “On the Road Again.”
Polestar
Polestar is making its Super Bowl debut on February 13th with a 60-second spot created in collaboration with Forsman & Bodenfors. The electric performance car brand is keeping creative details under wraps, but did release a 15-second teaser that suggests the official spot will have “No Clichés”.
T-Mobile
T-Mobile teamed up with A-list celebs Miley Cyrus and Dolly Parton for its upcoming Super Bowl spot. This marks T-Mobile’s 9th consecutive year advertising during the Big Game. In a teaser, Miley asks the question “What would Dolly do?” Viewers have to wait until the official game day spot to find out.
Peacock TV
Peacock is using 60-seconds of airtime on Super Bowl Sunday to promote its new show Bel-Air, which is a reboot of the ‘90s hit show The Fresh Prince of Bel-Air. Will Smith stars in the pre-release even though he will not be featured in the show itself. In the pre-release, Will kicks off a remix of the theme song from the ‘90s show, but it is soon taken over by fan-submitted videos that put a unique spin on the tune.
Universal Pictures
At Super Bowl LVI, Universal Pictures will be releasing the first trailer for its upcoming horror film NOPE, directed by Oscar winner Jordan Peele. Plot details on the film have not yet been released, but a brief teaser shows some of the cast (Daniel Kaluuya, Steven Yeun, and Keke Palmer) looking up to the sky in terror.
Google Pixel
Google will be advertising its phones during this year’s Super Bowl, with a spot for the Pixel 6 and 6 Pro. The official ad will focus on the phone’s Real Tone Camera and will feature Lizzo. A teaser for the commercial opens with the message “Everyone deserves to be seen as they truly are.” This will be Google’s first ad for its phones during the Big Game.
Rocket Mortgage
Rocket Mortgage will return to the Super Bowl for its fifth consecutive year, with a 60-second spot running in the second quarter. The ad will focus on its sister realty brand, Rocket Homes. The teaser reveals that the official game day spot will star Anna Kendrick alongside Barbie. It marks the first national Super Bowl ad for both the iconic Mattel toy and Kendrick.
eToro
Cryptocurrency platform eToro will be making its Super Bowl debut this year, joining other crypto brands FTX and Crypto.com. Creative details about the ad have not yet been disclosed. The brand released a 10-second teaser with little-to-no information. The official game day spot was developed with agency partner Alldayeveryday.
Salesforce
Salesforce recruited Matthew McConaughey for its “New Frontier” spot that will air during the Super Bowl on February 13th. The ad is part of the software company’s "Team Earth" campaign, which calls on businesses and individuals to rally around a fair and more sustainable future. The campaign was created by the company's in-house team, along with McConaughey who is Salesforce’s newest brand advisor.
Amazon, Inc.
Scarlett Johansson and her husband Colin Jost star in Amazon’s 7th consecutive Super Bowl ad. In the 90-second extended version, both Johansson and Jost wonder what life would be like if Alexa could read their minds. After imaginary situations go hilariously awry, both come to the conclusion that it’s better that Alexa can’t read minds. Amazon is hoping to repeat last year’s Super Bowl success with Michael B. Jordan, which Amazon won an Emmy for.
Planet Fitness
Planet Fitness is going all out for its first Super Bowl commercial. The 30-second pre-release, “What’s Gotten Into Lindsay?”, features four celebrities: Lindsay Lohan, Dennis Rodman, Danny Trejo and William Shatner. The lighthearted, humorous spot nods to Lindsay Lohan’s notorious past, but focuses on how she’s doing better than ever – thanks in part to her Planet Fitness gym membership.
Carvana
Carvana is making its Super Bowl debut in 2022 with a 30-second spot in the fourth quarter of the game. In Carvana's pre-released commercial, “Oversharing Mom,” a happy customer cannot stop talking about her car buying experience with Carvana. From neighbors, hairdressers to cashiers, dentists, and even her son's wedding, she just loves sharing how helpful and nice Susan from Carvana was.
Caesars Entertainment
After its first regular season as the NFL’s exclusive casino sponsor, Caesars Sportsbook is finishing strong with its first Super Bowl appearance. Caesars Sportsbook is set to air a 30-second spot during the second quarter of the Big Game. In a teaser, J.B. Smoove is dressed up as the brand’s mascot, Julius Caesar, and goes for the longest touchdown dance. Halle Berry, Archie, Cooper, Eli and Peyton Manning will join J.B. in the official game day spot.
Uber Eats
Uber Eats will be returning to the Super Bowl stage with the help of more big celebrities after resurrecting “Wayne’s World” in its Big Game debut last year. A series of online and broadcast teasers promoting their non-food deliveries star Jennifer Coolidge, Trevor Noah and Gwyneth Paltrow. The campaign, titled “Uber Don’t Eats,” shows the stars receiving inedible items with their Uber Eats deliveries like makeup, deodorant and a candle; yet they proceed to bite into them anyways.
Gillette
After a 16 year hiatus, Gillette will be returning to the Super Bowl with a 30-second spot in the second quarter. The men’s personal care brand will promote the new GilletteLabs With Exfoliating Bar razor, which is designed to make shaving even quicker and easier than before. The spot will come at a time when razor sales have plummeted. Trends show that men have been sporting beards more in recent years, even before the pandemic forced millions to work from home.
Amazon Prime Video
Amazon's Prime Video is continuing its expansion into live sports, with an upcoming 11-year agreement with the NFL to stream Thursday Night Football. The rights to TNF have been held by a mixture of CBS, NBC and Fox since 2014, but will be exclusive to Prime starting in the 2022-23 season. The streaming giant will be promoting this historic deal with a Super Bowl ad created with the help of Wieden+Kennedy.
Hellmann's | Best Foods
Hellmann’s is back for more Super Bowl ad action after making its debut in the 2021 Big Game. The brand is set to air a 30-second commercial created in collaboration with Wunderman Thompson. Two teasers – ’Mayo x Mayo’ and ‘The Call’ – reveal the official gameday spot will be a tale of two mayos with a guest appearance from NFL coach and legendary linebacker Jerod Mayo.
E*TRADE from Morgan Stanley
E*TRADE is another seasoned Super Bowl advertiser that is getting in on the action in 2022. The brand will air a 30-second spot in the 1st quarter of the game. In the past, E*TRADE usually struck a humorous tone in Super Bowl commercials, like its famous talking baby campaign. Rumor has it, E*TRADE is bringing the baby back in this year’s Big Game ad.
Verizon
Verizon will return to the Super Bowl stage for its 5th consecutive year. However, creative details are still under wraps. Last year’s Big Game commercial from Verizon featured actor Samuel L Jackson and athlete JuJu Smith-Schuster in a Fortnite simulation.
AT&T Internet
AT&T Internet has already pre-released its 60-second Super Bowl LVI commercial. The spot stars Demi Moore and Mila Kunis, who was featured in Cheetos’ Super Bowl ad last year. The two have “a lot in common” as they both went to the same high school and have married Ashton Kutcher.
Budweiser
After a hiatus in 2021, Budweiser is getting back in the “Super Bowl saddle" and is bringing its iconic Clydesdales along for the ride. Budweiser already released a short teaser for the 2022 game that zeroes in on a Clydesdale’s hooves as it gallops across a rustic and grassy landscape. Before sitting out in 2021, Budweiser had appeared in 37 consecutive Super Bowls, and aired some of the best performing gameday creatives in recent years.
Cutwater Spirits
Not only is it a first for the brand, but Cutwater Spirits will also be the first in the canned cocktail category to air a national Super Bowl commercial. This airtime comes as beer continues to decline in popularity and new products like hard seltzers, hard kombucha and canned cocktails have taken off.
Bud Light Seltzer
Bud Light Seltzer will return to the Super Bowl for its third consecutive year. The brand made its Big Game debut in 2020 with a spot starring Post Malone. Meanwhile, last year’s creative was one of the few spots that nodded to the pandemic.
Michelob ULTRA Organic Seltzer
After making its Super Bowl debut in last year’s game, Michelob Ultra Organic Seltzer will return in 2022. The brand is expected to position the low-carb beverage around an active lifestyle. Don Cheadle and a bunch of celebrity look-alikes starred in the brand’s first Super Bowl ad, titled “All-Star Cast.” TBD if the brand brings on another celebrity this year.
Michelob
Another one of Anheuser-Busch’s six Super Bowl LVI ads will focus on Michelob Ultra. Michelob is one of the few big traditional beer brands that is growing its market share. The brand will hope to continue its success with agency Wieden+Kennedy creating its Super Bowl ad this year. Teasers from the brand encourage viewers to "stock up now" and feature NFL quarterback Peyton Manning getting in a few rounds of bowling before closing time.
Bud Light Next
Bud Light Next, a new zero-carb beer, is set to debut at Super Bowl LVI and is expected to make a metaverse reference. Anheuser-Busch is choosing to highlight Bud Light Next over the original Bud Light, which will not have an ad during this year's Big Game.
Hologic, Inc.
The medical technology company Hologic will be making its Super Bowl debut this year, with a 30-second spot that will focus on women’s wellness. It is not only Hologic’s first Big Game appearance, but also the first time they are advertising to consumers. The company will continue its advertising efforts during the Winter Olympics from Feb 13-20.
Irish Spring
Irish Spring will air a Super Bowl commercial for the first time in its 50 year history. The 30-second spot is set to run during the fourth quarter and will introduce a full brand refresh including a new logo. Irish spring released a short teaser that provides a glimpse into the setting of its Big Game commercial.
BMW
BMW will advertise during the Super Bowl for the first time since 2015, where the automotive brand aired a 60-second spot for its i3 Electric Vehicle. Since electric vehicles have only increased in popularity in the last 7 years, it is safe to assume BMW will once again focus on an EV model(s).
Kia
After sitting on the sidelines in 2021, Kia is making its Super Bowl comeback this year. The brand worked with David & Goliath on its upcoming 60-second spot. The seasoned Super Bowl advertiser has a history of featuring celebrities in its gameday creative, including Melissa McCarthy and Steven Tyler. However, it has shied away from an A-list cast in recent years.
Sam's Club
Sam’s Club will be another rookie Super Bowl advertiser in 2022. The brand’s 30-second spot, created in collaboration with VMLY&R, will star Kevin Hart using the Scan & Go checkout feature on the Sam’s Club app. The commercial is set to air during the fourth quarter – specifically, at the two-minute warning.
Turkish Airlines
Booking sites are not the only Travel companies advertising during the Super Bowl, as Turkish Airlines will return with a national spot after a two-year hiatus. Turkish Airlines hopes to capitalize on the uptick in planned travel for 2022, following the massive downturn created by the pandemic.
Expedia
Expedia is the second Travel brand to confirm its appearance during the Big Game in 2022. Travel brands retreated from last year’s game after disruption from the pandemic. This year, Expedia has plans to run a 30-second spot during the fourth quarter. The brand worked with Anomaly LA on production and is centering the ad’s message around life and how experiences outweigh things.
Wallbox USA
Wallbox, an electric vehicle charging brand, is another debutant in the Super Bowl this year. The brand’s upcoming gameday appearance comes off the heels of the proliferation of electric vehicle TV ads in 2021. Wallbox’s 15-second ad, produced by agency DAVID, will air during the second quarter of the game. The campaign will also have a digital component after the Super Bowl is over.
Lay's
After 17 years, Lay’s potato chips are returning to the Super Bowl screen with an in-game spot. According to the latest teaser, Seth Rogan and Paul Rudd are set to star in the official gameday ad. It's safe to assume the brand is going for a light-hearted, humorous tone in its Super Bowl spot. Lay’s joins Cheetos and Doritos as confirmed Frito-Lay brands airing commercials during the Big Game.
General Motors
General Motors is back for its third straight year of Super Bowl ad action. In 2021, the brand ran two spots during the Big Game, both of which promoted electric vehicles and featured A-list celebrities. General Motors is keeping this year’s creative details under wraps for the time being.
Taco Bell
After a 5 year break from Super Bowl advertising, Taco Bell is getting back in the arena with a 30-second spot that is set to air during the fourth quarter of the Big Game. Taco Bell is working on production with Deutsch LA, which is the same creative agency behind its last Super Bowl spot from 2016.
Booking.com
Travel site, Booking.com, is another Super Bowl newbie added to the 2022 lineup. The brand, which worked with Horses & Mules on the creative, will air a 30-second spot during the fourth quarter of the game. In a teaser, Idris Elba is seen preparing for his Big Game appearance with feedback from commercial acting icons Isaiah Mustafa (Old Spice Man) and Jonathan Goldsmith (Dos Equis’ “Most Interesting Man in the World”).
Like many other seasoned Super Bowl advertisers, including Budweiser, Google sat on the sidelines during last year’s game. But the brand is making its return to the Big Game in 2022. In its last Super Bowl commercial, Google yanked on viewers’ heartstrings with a story about an elderly widower using Google Assistant to help him remember his wife.
Pringles
Pringles will make its fifth consecutive Super Bowl appearance with a 30-second spot. In past gameday ads, Pringles has emphasized its chips’ flavor stacking capabilities.
Frito Lay
Cheetos and Doritos will share airtime during Super Bowl LVI in a spot promoting the recently released Cheetos Flamin’ Hot Crunchy and Doritos Flamin’ Hot Cool Ranch flavors. Megan Thee Stallion will star in the spot and has already made her debut in the recently released teaser. The rapper could teach Cheetos and Doritos a thing or two about being "hot" given her hit song "Hot Girl Summer." Expect another music-driven spot like last year's humorous Cheetos Super Bowl ad, which featured Shaggy, Mila Kunis and Ashton Kutcher.
QuickBooks
QuickBooks will make its Super Bowl debut with a 30-second spot that will air during the fourth quarter of the game. The campaign, titled “Early Start,” is currently airing across broadcast and digital channels.
TurboTax
Continuing its streak of Super Bowl appearances for its ninth consecutive year, TurboTax aims to reach consumers in the beginning of tax prep season. In 2021, the brand ran a 30-second spot titled “Spreading Tax Expertise Across the Land” that promoted its live experts.
FTX
Another Super Bowl first timer in 2022 is FTX. The brand seeks to make a splash during TV advertising’s biggest night, but has yet to release any creative details. A recent TV spot from FTX featured Tom Brady and Gisele Bundchen, so it wouldn’t be a surprise if they tapped a celebrity for the Big Game as well.
Avocados From Mexico
Avocados From Mexico will return to the Super Bowl stage with a 30-second spot after taking a hiatus in 2021. The brand will use its 7th Big Game appearance to introduce “big, bold brand updates” including a refreshed logo and new tagline, “Always Good.” In the past, Avocados From Mexico has featured celebrities like Molly Ringwald, Kristin Chenoweth and Jon Lovitz.
DraftKings
DraftKings didn’t get enough of the Super Bowl after airing two 15-second spots in last year’s game. The brand is back with another Big Game buy in 2022. In collaboration with VaynerMedia, DraftKings plans to get more creative in a 30-second spot that will air in the first quarter on national TV.
Nissan
In its first Super Bowl appearance since 2015, Nissan will promote its Ariya all-electric crossover as well as the 2023 Nissan Z sports car. The 60-spot created in collaboration with TBWA\Chiat\Day will star actress Brie Larson, who has been a regular in recent Nissan TV commercials.
Rakuten
Online retail platform, Rakuten, is another Super Bowl first timer in 2022. Rakuten plans to air a 30-second, casino-themed spot during the first half of the game. The creative stars an unnamed “A-list” celebrity with cameos from two fashion influencers.
Squarespace
Another Super Bowl regular, Squarespace is gearing up for its return to the Big Game in 2022. Creative details are still TBD, but in past Super Bowl commercials the brand has leveraged the star power of celebrities like Winona Ryder, Keanu Reeves and Jeff Bridges.
Meta
Meta will return to the Super Bowl stage after a one year hiatus. A lot has changed, including its brand name, since Meta aired its first Super Bowl commercial for Facebook Groups in 2020. The creative featured Chris Rock and Sylvester Stallone with a Rocky tie-in.
Toyota
Toyota is returning to the Super Bowl stage for its 5th consecutive year. When past Super Bowls took place in the same year as the Olympics, Toyota featured inspiring stories about Olympic or Paralympic athletes in its gameday creative. With the Beijing 2022 Winter Olympics coinciding with Super Bowl LVI, odds are Toyota will go this route during the Big Game in 2022.
WeatherTech
Back for its ninth consecutive Super Bowl, WeatherTech will air another 30-second spot in partnership with its agency, Pinnacle, during the first half of the game. In past Super Bowls, the brand has touted “Made in America” messaging with product-forward creatives.
Vroom.com
Vroom.com is back for more Super Bowl action after making its debut during the 2021 game. Vroom.com is working with Anomaly on a 30-second spot. In its first Super Bowl ad from 2021, Vroom.com depicted the painful process of buying a car through a dealer and juxtaposed it to the ease of buying one on its website.
Crypto.com
Making its first foray into the Super Bowl, Crypto.com aims to become a household name. The brand joins several other Big Game advertiser rookies in 2022, including Rakuten, QuickBooks and FTX – another cryptocurrency exchange company.
