- Super Bowl ads don’t come cheap. Fox is charging as much as $5.6 million for a 30-second spot in the game this year.
- Some like Facebook and hummus maker Sabra are advertising for the first time while others like Snickers and Squarespace are returning after a few years.
- The advertisers also include regulars like Anheuser-Busch InBev and Pepsi and presidential candidates Donald Trump and Michael Bloomberg.
- Here’s everything we know about the commercials airing during the Super Bowl 2020.
- Visit Business Insider’s homepage for more stories.
As the Kansas City Chiefs prepare to take on the San Francisco 49ers at the Hard Rock Stadium in Miami for Super Bowl 2020 on Feb. 2, marketers were gearing up off the field to do battle for spectators’ attention.
And with the cost of a 30-second spot on Fox hitting as much as $5.6 million this year, the stakes are higher than ever.
Some advertisers are making their Super Bowl debut, with Facebook and hummus brand Sabra joining regulars like Anheuser-Busch InBev, Avocados From Mexico, and Pepsi.
The game is also going to get political this year, with President Donald Trump and Michael Bloomberg’s presidential campaigns buying 60-second ads. And tech companies are maing their mark, with Facebook, Google, Microsoft, and Amazon airing commercials this year.
Here's a look at all the ads that are slated to run in the big game. (The list only includes national advertisers.)
Amazon
Amazon's Super Bowl spot stars celebrity couple Ellen DeGeneres and Portia de Rossi, and imagines what life was like without always-on assistant, poking fun at everything from fake news to machines storing your data.
Watch it below:
http://www.youtube.com/watch?v=RF9t2rFmTVE
Amazon Prime Video
Amazon Prime Video is airing a 60-second spot for its original series "Hunters," which is a show about a band of Nazi hunters trying to stop the Fourth Reich from rising to power in 1970s America.
Watch it below:
Audi
Returning to the Super Bowl for the 11th time, Audi is running an ad promoting its e-tron Sportback in which Maisie Williams sings Disney's 'Let It Go' from Frozen.
Watch it below:
http://www.youtube.com/watch?v=WvEAklsAAts
Avocados from Mexico
Avocados From Mexico will run its sixth consecutive Super Bowl spot this year. The 30-second spot that EnergyBBDO, Havas Media, Richards Lerma and Padilla collaborated on, stars Molly Ringwald as a home shopping network host selling products for avocados.
Here's the spot:
http://www.youtube.com/watch?v=UkGcjBySp78
Michael Bloomberg
Super Bowl 2020 is all set to become a political battlefield, with Michael Bloomberg and Donald Trump's presidential campaigns running ads.
Bloomberg is shelling out $11 million to run a 60-second spot on gun safety. The ad, produced by Siegel Strategies, will appear just after the Halftime Show.
Watch it below:
Bud Light/Bud Light Seltzer
Anheuser-Busch InBev is pushing Bud Light Seltzer ad this year, its 40th as an official sponsor of the Super Bowl.
The brand is currently taking social media votes on which Post Malone-themed spot to run: an ad with both Bud Light and Bud Light Seltzer, or another one with mango seltzer.
Watch the first one below:
http://www.youtube.com/watch?v=wsnnU3fJTWg
Budweiser
Budweiser is known for its memorable Super Bowl ads, and this year's by David Miami and filmmaker Kathryn Bigelow, runs 60 seconds.
The ad, released on Jan. 23, celebrates the best of the American spirit, and juxtaposes everyday acts of kindness and epic personal achievements with some of the most common labels placed on people.
Watch it below:
http://www.youtube.com/watch?v=yt-zXuAAD6Q
Cheetos
Cheetos is returning to the Super Bowl after 11 years, with a 30-second spot by Goodby Silverstein & Partners featuring rapper MC Hammer and his song "Can't touch this" to tout Cheetos Popcorn.
Watch the ad below:
Coca-Cola
Coca-Cola is returning to the Super Bowl with a 60-second commercial after a hiatus in 2019. The soda giant is advertising Coca-Cola Energy, which is launching this month.
Coke's 60-second spot features the legendary director Martin Scorcese waiting for a text message back from actor Jonah Hill, who needs a caffeine boost before he can join him at a party.
Here's the spot:
Discover
Discover will run two 15-second spots by The Martin Agency in the same commercial break during the Super Bowl, with an ad running in between.
The ads are pop-culture montages that drive the message that Discover cards are no-fee, and widely accepted.
Here's one of the spots:
http://www.youtube.com/watch?v=TV2ffYHBtbM
Doritos
Doritos' commercial by Goodby Silverstein & Partners features a dance-off between Sam Elliott and Lil Nas X as "Old Town Road" plays.
Its 2019 spot for Flamin' Hot Nacho-flavored Doritos also had a musical bent, featuring Chance the Rapper and the Backstreet Boys.
Watch the spot below:
http://www.youtube.com/watch?v=9OpuHa2vwdk
General Motors
General Motors will air a spot during the Super Bowl to unveil its brand new Hummer EV, which is a zero emissions electric pickup that won't actually be available until 2021.
The 30-second ad will feature basketball star LeBron James, and will run during the second quarter of the game.
Ten years after making its Super Bowl ad, Google will run its fifth ad this Sunday.
The tearjerker features Google's virtual assistant helping an elderly man remember his late wife.
Facebook is making its Super Bowl debut with a 60-second spot promoting its Groups feature and starring Chris Rock and Sylvester Stallone.
The spot, created by agency Wieden + Kennedy, is all about rocks: rock music, rocking chairs, rock climbing, and even Stonehenge, and comes as the tech company has been attempting to rebuild consumer trust after a spate of controversies in recent years.
Watch it below:
http://www.youtube.com/watch?v=B0uYOOTz6kk
Hard Rock International
Hospitality brand Hard Rock International is cashing in on the Super Bowl happening at the Hard Rock Stadium in Miami with its first commercial at the big game.
The spot, directed by Michael Bay, is set to air at the end of the second quarter. The brand has apparently edited out parts of the ad following Kobe Bryant's death.
Watch the teaser below:
Heinz
Heinz is returning to the Super Bowl for the first time since 2016 with a 30-second spot in the second quarter that showcases four different scenarios that are binded together by the ketchup.
The commercial by Wieden + Kennedy was directed by Roman Coppola, son of Francis Ford Coppola.
Here it is:
Hyundai
Hyundai returns to the Super Bowl for the 12th time in 13 years with a 60-second commercial in the first quarter highlighting its new Sonata with remote smart-parking.
The spot spotlights the Boston accent and features four Boston-linked celebrities: Actors Chris Evans and John Krasinski, comedian Rachel Dratch, and Boston Red Sox legend David Ortiz.
http://www.youtube.com/watch?v=85iRQdjCzj0
Hyundai Genesis
Hyundai's Genesis is also running its first Super Bowl ad this year, starring Chrissy Teigen and John Legend.
Just like Hard Rock, Genesis re-cut its spot post Kobe Bryant's death to remove a helicopter that appeared in the opening moments to ferry guests over to the party where it's based.
Watch the spot below:
http://www.youtube.com/watch?v=WTcXkxbukuk
Jeep
Jeep will air a 60-second ad in the Super Bowl around Groundhog Day, which also falls on the same day.
Here's one of the teasers it has released:
Kia
The car maker is set to make its 11th consecutive appearance in the big game in a spot produced by David & Goliath, in which running back Josh Jacobs offers his younger self some words of inspiration.
Watch the extended cut below:
http://www.youtube.com/watch?v=YyMev6_XZ9s
Little Caesars
Pizza chain Little Caesars will its first Super Bowl commercial this year, highlighting its move into delivery with DoorDash.
The ad, produced by ad agency McKinney, stars "The Office" actor Rainn Wilson, and proclaims its delivery service is the best food invention since sliced bread.
Watch it below:
http://www.youtube.com/watch?v=p5u-vBV8NUU
Michelob Ultra
Michelob Ultra is yet another Anheuser-Busch InBev brand in Super Bowl 2020, and is running a star-studded 60-second spot this year with Jimmy Fallon, John Cena, Usain Bolt, Brooks Koepka, and Kerri Walsh Jennings.
Michelob Ultra Pure Gold
After running a 45-second ASMR-themed spot with Zoe Kravitz last year, Michelob Ultra Pure Gold is running a 60-second commercial created by FCB this year.
The ad encourages people to buy a six-pack of the lager for a portion of sales to go to farmers transitioning their farmland to organic.
Microsoft
After showing how the Xbox Adaptive Controller helps children with disabilities play video games, Microsoft is returning to the big game to tout its Surface tablet.
The ad showcases the story of San Francisco 49ers offensive assistant coach Katie Sowers, who is set to become the first woman to coach in the big game on Sunday.
http://www.youtube.com/watch?v=_xPn4DXIj5w
Mtn Dew
Mtn Dew is back in the game after sitting it out in 2019 with a 30-second ad by TBWA/Chiat/Day New York starring Bryan Cranston and Tracee Ellis Ross.
The ad for Zero Sugar riffs on a classic scene from the 1980 horror film "The Shining" - replacing the repetitive typing of the line "All work and no play makes Jack a dull boy" with "New Mtn Dew Zero Sugar. As good as the original. Maybe even better."
National Football League
The NFL will air a 60-second ad during the game promoting its "Inspire Change" program. and another spot running right before kickoff that is part of its 100-year celebration. The ad is produced by agency 72andSunny, has already aired Jan. 19, and takes a political stance on police shootings targeting black men.
New York Life
The life insurance company is returning to the Super Bowl after decades to mark its 175th anniversary and kick off its "Love Takes Action" campaign.
The 60-second commercial by Anomaly will air between the first and second quarters.
http://www.youtube.com/watch?v=-3LTR32dMgI
Olay
Olay is coming back with its second consecutive Super Bowl spot this year with an all-female cast in a 30-second ad by the agency Badger & Winters.
The ad is inspired by last year's all-female spacewalk and stars Canadian comedien Lilly Singh, actress Busy Philipps, retired NASA astronaut Nicole Stott, Taraji P. Henson, and Katie Couric.
Watch the spot below:
http://www.youtube.com/watch?v=Q-0Ll60FkLg
Pepsi
The longtime Super Bowl advertiser is returning to the big game with a 30-second commercial starring Missy Elliott and H.E.R. that will promote Pepsi Zero Sugar in a matte black can.
The spot takes some not-so-subtle digs at Pepsi's biggest competitor, painting its signature red cans black.
http://www.youtube.com/watch?v=ddADu4-A7Io
Planters
VaynerMedia is again producing the 30-second Super Bowl spot for Planters, which will air during the third quarter, and depict its mascot Mr. Peanut's funeral.
Planters shared a precursor to the official spot that shows Mr. Peanut sacrificing himself to save his friends Matt Walsh and Wesley Snipes, which will also air shortly before the Super Bowl:
Pop-Tarts
The Kellogg's brand will air its first Super Bowl spot: A 30-second ad starring "Queer Eye" star Jonathan Van Ness promoting a new pretzel flavor.
The ad by agency MRY will run right before the two-minute warning in the first half of the game.
Watch it below:
http://www.youtube.com/watch?v=9k3yWV3I37A
Porsche
Volkswagen is advertising Porsche in the Super Bowl for the first time since 1997 to tout the Taycan, its first all-electric vehicle. Agency Cramer-Krasselt produced the ad.
"The Chase" features the Taycan Turbo S in a fun Fast and the Furious-style car chase after someone steals it from the Porsche Museum in Stuttgart, Germany.
Here is an extended cut:
http://www.youtube.com/watch?v=92sXWVxRr0g
Pringles
Pringles will air a 30-second commercial during the second quarter with Adult Swim's Rick and Morty.
The chip maker's third Super Bowl ad was produced by Adult Swim and ad agency Grey. Outside of the Super Bowl, the company is also launching a "Pickle Rick" flavor in stores.
http://www.youtube.com/watch?v=96ELLT17GYQ
Quibi
You probably haven't heard of it yet, but that's probably why Quibi, Hollywood exec Jeffrey Katzenberg's soon-to-launch mobile streaming service, is running its first national ad during the Super Bowl.
The 30-second spot tells you what Quibi stands for - quick bites - and drives the message that you can watch episodes on the platform in 10 minutes or less. It was produced by BBH Los Angeles.
Watch it below:
http://www.youtube.com/watch?v=N76DzOYxNyo
Quicken Loans
Quicken Loans debuted its first Super Bowl ad in 2016 and returns this year after last airing a commercial in 2018.
Its 60-second ad for its online lender brand Rocket Mortgage will feature Aquaman actor Jason Momoa in various home situations and will appear in the first half of the game.
Here's a teaser:
http://www.youtube.com/watch?v=tpgAEfSqIsk
Reese's
Reese's is coming to the Super Bowl for the first time, to sell a candy bar you've never heard of, the "Take 5."
Here's its extended spot:
http://www.youtube.com/watch?v=CP6jpin86_E
Sabra
Sabra is making its Super Bowl debut this year with a 30-second spot by VaynerMedia.
Its spot has an entourage cast from rapper T-Pain to drag queens Miz Cracker and Kim Chi, as well as "Real Housewives of New Jersey" stars Caroline Manzo and Teresa Giudice reuniting.
Here's a teaser:
Snickers
Snickers is returning to the big game after 2017 to celebrate its 90th anniversary and the 10th anniversary of its "You're Not You When You're Hungry" campaign that Betty White helped kick off in 2010.
Its 30-second commercial produced by BBDO New York and AMV BBDO will air in the first quarter of the game, and pitches Snickers as the solution to some of the world's problems.
Here's the ad slated to run:
SodaStream
PepsiCo's SodaStream is returning to the Super Bowl for the first time in six years with an ad that stars Bill Nye and has scientists discover water on Mars.
Bryan Buckley, who directed SodaStream's 2014 commercial, is also behind this year's 30-second ad that will run right before the halftime show. The spot was produced by Goodby Silverstein & Partners.
Watch an extended version below:
http://www.youtube.com/watch?v=NUxDxLu21UQ
Squarespace
Squarespace is making a comeback this year after sitting out last year with a 30-second spot it produced that's slated to run between the first and second quarters.
After featuring Keanu Reeves, Jeff Bridges, and John Malkovich in the past, Squarespace's 2020 ad features Winona Ryder this year in her hometown of Winona, Minn.
Watch the spot below:
http://www.youtube.com/watch?v=TVqtGHcQeos
Tide
After sitting out of the Super Bowl in 2019, Tide is back in the big game. The Procter & Gamble detergent brand's longtime agency partner Saatchi & Saatchi New York is working on the ad as a part of P&G's Woven collaborative agency.
Toyota
Toyota is running its third Super Bowl ad in a row, a 60-second spot by Saatchi & Saatchi that will air in the fourth quarter to promote the Highlander SUV.
It features actor Cobie Smulders rescuing a cast of characters from familiar movie moments.
Watch it below:
http://www.youtube.com/watch?v=C7loDDRfeJw
Donald Trump
Like Bloomberg, President Donald Trump's campaign also spent more than $10 million for 60 seconds of ad time.
Trump is releasing two 30-second ads, and has released one called "Stronger, Safer, More Prosperous."
Watch it here:
TurboTax
The DIY-tax preparation app will be back on the big stage for the seventh consecutive year with a 45-second spot by Wieden + Kennedy.
The ad is part of a campaign that kicked off during the Rose Bowl on Jan. 1 and will promote the idea of making people comfortable doing their own taxes.
Here's an extended version of the spot:
http://www.youtube.com/watch?v=o7G4LppV5qA
Turkish Airlines
David Miami and David Madrid are producing the 30-second spot that brings Turkish Airlines back to the Super Bowl for the fifth time.
Details are under wraps, but the 30-second spot is scheduled to air in the third quarter.
Check out its 2019 spot directed by Ridley Scott here:
http://www.youtube.com/watch?v=C5CbPzfzhnw
Verizon
Super Bowl regular Verizon will air a 60-second commercial produced by McCann in the first half of the game.
Like last year, its spot will focus on first responders but also promote 5G with several activations on-site including a 5G live stream.
See the teaser below:
http://www.youtube.com/watch?v=PTVxKwpiYK4
Walmart
The retailer is running its first Super Bowl commercial ever in the first quarter, a 60-second spot that features characters and vehicles from franchises like Arrival, Men in Black, and Star Wars all coming together to fulfil online orders curbside at Walmart.
Here's the extended cut:
http://www.youtube.com/watch?v=qZqD-gSbUGY
WeatherTech
The car-mat maker is making its seventh Super Bowl appearance this year, with a 30-second commercial produced by its agency of record Pinnacle Advertising.
In the past, WeatherTech has highlighted "Made in America" messaging in its Super Bowl ads, but this year's ad encourages people to donate to the University of Wisconsin School of Veterinary Medicine, where Scout, founder and CEO David MacNeil's dog, was treated for cancer.
Watch it below: