Super Bowl 2020: the ins and outs of the big game's advertisers

The Drum 31 Jan 2020 05:15
Bill Murray for Jeep

Despite the rise of online advertising, the Super Bowl is still advertising’s biggest day, with major brands throwing down as much as $5.6m for a 30-second spot. Fox Sports stated that it sold out of its inventory back in November.

Advertisers will no doubt be hoping for a better game than last season’s snoozer, with a close match extending through all four quarters to get the most from their investments. This year’s lineup of brands sees familiar names and a few new ones, including Facebook’s first big game spot.

Take a look through the participants in this year’s show and check back to this link often to see who else is playing the game and who’s punting.

Who’s New?

Hint Water

The unsweetened flavored water brand will air its first-ever Super Bowl commercial during halftime this year.

For the first time ever, Walmart will be airing an ad during the Super Bowl. 'Famous Visitors' brings 12 “visitors” from popular TV shows and movies – and their creative transportation methods – together for the first time ever as they touch down on Earth to conveniently pick up everything they need curbside at Walmart.

Anheuser-Busch recently named former baseball star Alex Rodriguez joining as Chairman of Presidente USA, the beer of the Dominican Republic. Now, the brand has made an ad with A-Rod that will air during the big game.

Quibi, the entertainment platform created for mobile, will make its commercial debut on America's biggest stage with a 30-second commercial right after the kickoff of the big game.

For the first time in its short history, automaker Genesis plans to throw its hat into the Super Bowl ring. The spot is set to air during the second quarter and will star musician John Legend and model/social phenom Chrissy Teigen as the couple introduces the recently unveiled GV80 sport-utility vehicle.

The social media giant is making its Super Bowl debut with a couple of stars who share ‘rock’ in their names – Sylvester ‘Rocky’ Stallone and Chris Rock.

Hershey is using its lesser-known brand, Reese's Take 5, to debut at the Super Bowl with a message of 'it's the best candy bar you've never heard of'.

The Kellogg’s brand is set to debut its first 30-second Super Bowl spot near the end of the first half, featuring Jonathan Van Ness having fun talking about Pop-Tarts Pretzel.

Highlighting the tension of when an everyday problem becomes an existential one, the spot from first-time Super Bowl advertiser Dashlane contrasts mythic imagery with a mundane irritation: forgetting your password at the worst possible time.

Running brand Saucony will air its first Super Bowl commercial to talk about its first-ever biodegradable shoe.


Amazon Alexa returns with Ellen DeGeneres and Portia de Rossi pondering what people did before Alexa was invented.

For the first time in its history of Super Bowl ads, P&G will bring together seven of its brands in a TV commercial co-created by people across the country starting today by visiting the interactive site

Rocket Mortgage is airing its third Super Bowl commercial since 2016, this time featuring Aquaman star Jason Momoa, who will be making his television commercial debut in the minute-long spot. Momoa will give viewers a humorous glimpse into how Rocket Mortgage helps Jason feel comfortable being his true self at home.

Google first aired a Super Bowl a decade ago during the 2010 Super Bowl. During this year’s Super Bowl, the search giant will mark that anniversary with a touching story, ‘Loretta’ that tells the story of an older man who uses Google Assistant to remember his wife and love.

Verizon shows how Verizon 5G will change the NFL fan experience, empower those who serve and call on Americans to do their part to give back to their communities. The spots show the critical challenges facing first responders and the Verizon 5G tech that will help overcome them.

TurboTax by Intuit unveiled “All People Are Tax People Remix,” a music video styled film that will air during the NFL Super Bowl LIV. The Super Bowl is a moment in American culture that brings people together to celebrate what unites us - football, family, food and, of course, taxes.

Inspired by true events, Hunters follows a diverse band of Nazi Hunters in 1977 New York City, led by Al Pacino, who discover that hundreds of escaped Nazis are living in America.

Discover’s commercials will be running in the fourth quarter. The two 15-second spots, created by The Martin Agency, will run within the same commercial break, and take a playful “No” and “Yes” approach reinforcing two of Discover’s main credit card product benefits – no annual fee and wide merchant acceptance.

Inspired by the first all-female space walk last year, Olay’s Super Bowl ad stars Lilly Singh and Busy Philipps, who take a trip into space with retired astronaut Nicole Stott. Their space mission is overseen by Mission Controller Taraji P. Henson and shared over the airwaves by Katie Couric.

Hyundai Hyundai is back with an in-game spot for the 12th time in the past 13 years. It hopes to connect with a 60-second ad that will run in the second quarter of the game. The ad takes a decidedly Boston flair, with wicked accents by comedian Rachel Dratch, Chris Evans, John Krasinski and David 'Big Papi' Ortiz.

Budweiser Bud has unveiled its Super Bowl spot, 'Typical American,' with creative by David Miami and directed by Oscar winner Kathryn Bigelow. It features viral acts of humanity from the internet, juxtaposed with some of the most common labels placed on Americans. The shining stars of the film are the real-life stories of community, ambition and progress that inspire and bring people together.

Bud Light / Bud Light Seltzer

Jimmy Fallon and John Cena are the stars of this year's Super Bowl ad for the low-calorie beer, reinforcing that fitness can be enjoyed with a cast of sports and entertainment stars.

The automaker returns to the game for the 11th year in a row and will use its time to shine a light on youth homelessness. In its 'Yards Against Homelessness' campaign, for every yard gained during the game Kia will donate $1,000 to three charity partners dedicated to ending the issue of youth homelessness and transforming the lives of young people in need: Covenant House, Positive Tomorrows and StandUp For Kids. The ad stars Raiders running back Josh Jacobs talking to his younger self.

After tearing around in a Nut-mobile last year, Mr. Peanut is returning to the Super Bowl. Or is he? In a preview spot. In a Super Bowl pre-game ad the mascot is seen driving in the Nut-mobile with Matt Walsh and Wesley Snipes, when they veer off course and are caught on a cliff. That's apparently Mr. Peanut's last moment, as he selflessly plunges to what appears to be his untimely death.

Frito-Lay (Doritos, Cheetos) Frito-Lay's Cheetos has revived the 90s energy of MC Hammer for a Super Bowl spot advertising its new popcorn snack. Making an appearance at the game for the first time in 10 years, the brand is putting the the dust that gathers on the fingers of Cheetos eaters center stage.

Every time he successfully avoids a chore, MC Hammer shouts out the iconic line.

Coca-Cola is going Hollywood for its Super Bowl spot, nabbing famed director Martin Scorsese and actor/director Jonah Hill to launch Coca-Cola Energy in a big way.

Pepsi has a huge presence with its Pepsi Halftime Show, this year with Jennifer Lopez and Shakira. The brand also rolled out a newly-designed can for Pepsi Zero Sugar with a matte black finish and a distinctive black tab, and to celebrate this, during Super Bowl LIV, Pepsi will give everyone in the US free Pepsi Zero Sugar if the game ends in zero. In addition, the brand is awarding the Pepsi NFL Rookie of the Year winner and the trophy is getting a black matte makeover.


New York Life, a mutual life insurer, revealed the 60-second advertising creative to air during the Super Bowl. The film, titled Agápē, launches New York Life’s new “Love Takes Action” campaign, a celebration of the company’s first 175 years. The creative will run between the game’s first and second quarters.

SodaStream is returning to the Super Bowl for the first time in six years with a 30-second ad airing right before the half time show featuring science guy Bill Nye and a trip to Mars to retrieve water.

The food and condiment brand looks to do a portfolio feature in the game.

Oikos Triple Zero Yogurt, the official yogurt of the NFL, is saluting the glutes of football players past and present with 'Oikos YoGlutes', its Super Bowl commercial.

The candy bar celebrates the 10th anniversary of its irreverent ‘You’re Not You When You’re Hungry’ campaign.

The maker of floor mats and other auto interior products is back for its seventh Super Bowl, this time highlighting pets, as it also makes home and pet care products.

Starring the all new Taycan, 'The Heist' is the first Porsche Super Bowl commercial since 1997. It takes viewers on a heart-pounding chase with an all-star cast of cars from the Porsche Museum in Stuttgart, Germany.

Toyota's Highlander SUV will be featured in a 60-second spot. In the spot, titled ‘Heroes’, Cobie Smulders is calmly behind the wheel of the SUV in the role of action hero and mother as she rescues a cast of characters in familiar movie moments.

GM is bringing back the Hummer name, albeit to the GMC Hummer EV, an electric pickup truck. It will be promoted by LeBron James and will feature an ad during the Super Bowl.

The two presidential candidates will air political ads during the game. Fox has said that it will isolate the two ads so they don't appear with other commercials.

Saint Archer/MillerCoors

The 30-second spot, 'Patience', will air in 70+ markets across the country. The spot features Paul Rodriguez, professional skateboarder and Saint Archer Brewing Company co-founder, skateboarding through San Diego, the birthplace of Saint Archer, to the iconic whistling tune of Patience by Guns and Roses.

Zenni is highlighting its '20/20 vision' for the coming year with its first ever in-game ad. With San Francisco 49ers All-Pro tight end George Kittle starring in the game and his first commercial for the brand, Zenni will be doing ads across the country in “vision-centric” media markets.

The insurance company has launched its ninth annual Super Bowl campaign, running in local markets.

Dignity Health is launching a new “found footage” campaign as part of its 'Hello Humankindness' platform that will launch during Super Bowl LIV in most markets (except LA and pre-game only in San Francisco), and nationally during the Puppy Bowl on Animal Planet.

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