Super Bowl LX on Feb. 8 (Seattle Seahawks vs. New England Patriots) is not just football’s biggest night — it’s advertising’s biggest stage. Brands pay up to $10 million for a 30-second spot, plus production and celebrity fees, and many are pre-releasing full ads or teasers to build buzz. Advertisers are leaning into humor and star power to give viewers a break from politics and economic worries, and several spots are already live.
Bosch — A 15-second teaser features Guy Fieri getting a dramatic hair-change gag in “A Little Buzz.”
Bud Light — “Keg” reunites Post Malone, Peyton Manning and Shane Gillis chasing a rolling keg down a hill to Whitney Houston’s “I Will Always Love You.”
Budweiser — “American Icons” spot features Clydesdales and a bald eagle, leaning into unity and national pride.
Dunkin’ — Two teasers with Ben Affleck tease a VHS tape and a faux 1995 network pilot, with cameos by Jennifer Aniston, Matt LeBlanc and Jason Alexander.
Fanatics Sportsbook — “Bet on Kendall” features Kendall Jenner joking about betting $1 million on the Patriots, inviting viewers to wager.
Hellmann’s — Andy Samberg plays “Meal Diamond” in “Sweet Sandwich Time,” a Neil Diamond parody about mayo on sandwiches.
Hims & Hers — A spot about health equity and GLP-1 drugs argues the company can help people access treatments usually reserved for the wealthy.
Instacart — Directed by Spike Jonze, a disco-tinged spot with Ben Stiller and Benson Boone touts a new “Preference Picker” for produce ripeness.
Michelob ULTRA — Kurt Russell plays a ski instructor in “The ULTRA Instructor,” tying into the Winter Olympics with a comedic ski lesson.
Nerds — A teaser, “Get Your Taste Buds Ready,” features Andy Cohen following up the brand’s notable 2025 Big Game entry.
Novartis — “Relax Your Tight End” promotes a prostate cancer blood test with NFL tight ends like Rob Gronkowski shown relaxing.
Oakley Meta — A debut for Oakley Meta smart glasses highlights athletes using AI eyewear for practical, humorous tasks.
OIKOS — “The Big Hill” pairs Derrick Henry and Kathryn Hahn on a stuck San Francisco trolley that gets moving with yogurt-powered help.
Pepsi — Taika Waititi directs a Pepsi Zero Sugar spot in which a polar bear faces an identity crisis after preferring Pepsi in a blind taste test.
Pringles — Sabrina Carpenter stars in a surreal spot where she creates a romantic partner out of Pringles chips.
Raisin Bran — William Shatner headlines a fiber-focused ad titled “Will Shat,” played broadly for bathroom humor.
Ramp — Brian Baumgartner (“The Office”) multiplies himself in an office to show 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 runs 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 about the comfort of the brand’s Hands Free Slip-ins.
Squarespace — “Unavailable” is a 15-second black-and-white teaser featuring a tearful Emma Stone; the full spot promises cinematic storytelling.
Svedka — Touted as the first Big Game ad made largely with AI, the nightclub-themed spot features Fembot and BroBot dancing to “Super Freak.”
Toyota — A heartstring ad follows a “superhero belt” moment as a grandfather buckles his grandson into a RAV4 and years later the role reverses.
TurboTax — A tax-season-timed teaser stars Adrien Brody repeating “I can handle that for you,” with Brody playing a TurboTax agent in the full spot.
Hell of the rest — Additional brands and spots round out the lineup with comic beats, celebrity cameos and topical hooks: Bosch, Budweiser, Dunkin’, Fanatics Sportsbook, Hellmann’s, Hims & Hers, Instacart, Michelob ULTRA, Nerds, Novartis, Oakley Meta, OIKOS, Pepsi, Pringles, Raisin Bran, Ramp, Ritz, Ro, Rocket, Skechers, Squarespace, Svedka, Toyota and TurboTax all have teasers or full ads already available online.
Why pre-release? Advertisers either post full ads or teasers to seed social buzz, secure early media coverage and build anticipation ahead of the estimated 100+ million viewers who tune in for the game. Expect humor, celebrity turns and strategic messaging — and watch for which spots land as favorites on social and in postgame ad rankings. Edited by Alain Sherter.
