Super Bowl LX on Feb. 8 — Seahawks vs. Patriots — is again the advertising event of the year. With 30-second airtime selling for roughly $10 million plus production and celebrity costs, many brands are pre-releasing full spots or short teasers to drum up attention. Advertisers are leaning on humor, celebrity cameos and emotional moments to give viewers a break from politics and inflation anxieties, and several Big Game ads are already online.
Highlights to watch
– Bosch: A 15-second tease called A Little Buzz sends Guy Fieri into a dramatic, hair-change gag.
– Bud Light: The spot Keg reunites Post Malone, Peyton Manning and Shane Gillis as they chase a rolling keg to Whitney Houston’s I Will Always Love You.
– Budweiser: American Icons leans into unity and patriotism with Clydesdales and a bald eagle.
– Dunkin’: Two vintage-flavored teasers with Ben Affleck riff on a VHS tape and a fake 1995 network pilot featuring Jennifer Aniston, Matt LeBlanc and Jason Alexander.
– Fanatics Sportsbook: Bet on Kendall has Kendall Jenner joking about betting $1 million on the Patriots and inviting viewers to wager.
– Hellmann’s: Andy Samberg stars in Sweet Sandwich Time, a Neil Diamond parody about mayo as a sandwich essential.
– Hims & Hers: A spot about health equity and GLP-1 medications argues the company can expand access to treatments often seen as exclusive.
– Instacart: Directed by Spike Jonze, a disco-tinged commercial with Ben Stiller and Benson Boone promotes a new Preference Picker for picking produce ripeness.
– Michelob ULTRA: Kurt Russell plays a comedic ski instructor in The ULTRA Instructor, tying into the Winter Olympics vibe.
– Nerds: A teaser titled Get Your Taste Buds Ready brings back Andy Cohen after the brand’s notable 2025 Big Game entry.
– Novartis: Relax Your Tight End promotes a prostate cancer blood test and features NFL tight ends, including Rob Gronkowski, relaxing.
– Oakley Meta: A debut spot showcases smart glasses and athletes using AI-enhanced eyewear for practical and funny moments.
– OIKOS: The Big Hill pairs Derrick Henry and Kathryn Hahn on a stalled San Francisco trolley that gets moving with yogurt-fueled help.
– Pepsi: Taika Waititi directs a Pepsi Zero Sugar ad where a polar bear experiences an identity crisis after preferring Pepsi in a blind taste test.
– Pringles: Sabrina Carpenter stars in a surreal story about creating a romantic partner out of Pringles chips.
– Raisin Bran: William Shatner headlines Will Shat, a fiber-focused spot played for broad bathroom humor.
– Ramp: Brian Baumgartner multiplies himself across an office to illustrate Ramp’s finance automation as a force multiplier.
– Ritz: A teaser called Shell Phone features Bowen Yang on a beach organizing a party and raises playful questions.
– Ro: Telehealth newcomer Ro airs its first Super Bowl ad, Healthier on Ro, with Serena Williams discussing weight-loss medication and GLP-1s.
– Rocket (Redfin): A softer teaser shows Lady Gaga singing Won’t You Be My Neighbor in black-and-white footage for a homes-focused spot.
– Skechers: Sofía Vergara returns in a playful spot highlighting the comfort of the brand’s Hands Free Slip-ins.
– Squarespace: Unavailable is a 15-second black-and-white teaser with a tearful Emma Stone; the full spot promises more cinematic storytelling.
– Svedka: Billed as one of the first Big Game ads made largely with AI, a nightclub-themed spot features Fembot and BroBot dancing to Super Freak.
– Toyota: A sentimental ad follows a ‘superhero belt’ moment as a grandfather buckles his grandson into a RAV4, then years later the role reverses.
– TurboTax: A tax-season-timed teaser stars Adrien Brody repeating ‘I can handle that for you’ as a TurboTax agent.
Why brands pre-release
Advertisers post teasers or full ads ahead of the broadcast to seed social buzz, earn early press coverage and build anticipation before an audience of roughly 100+ million viewers. Pre-releases let campaigns rack up views, reactions and memes before kickoff and help brands gauge what elements land — whether comic beats, celebrity turns or emotional hooks. Expect many of the Big Game spots to be judged first on social traction and then in postgame ad rankings.
Bottom line: the commercials are already part of the event. If you care about ad culture as much as the halftime show, start watching the teasers now and note which spots dominate conversation come Feb. 8.