When it comes to advertising, the Super Bowl really is the big game.
Companies will pay $6.5 million to $7m USD ($A10m to $A10.8m) for a 30-second commercial spot on CBS’ broadcast of the clash between the Kansas City Chiefs and the San Francisco 49ers.
Because of the hefty cost of airing an ad to an audience of over 100 million, companies go all-out.
This year, as per usual, Super Bowl LVIII ads will feature a host of famous faces – from Hollywood stars to sports greats – and some iconic products.
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Watch the biggest and best ads from the Super Bowl in our video above, or read on for details!
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MESSI MEETS TED LASSO
The best player in football history joins the best (fictional) coach in beer brand Michelob Ultra’s ad.
Ted Lasso actor and producer Jason Sudeikis is joined by NFL Hall of Famer Dan Marino in an ad that showcases Messi’s magical footwork on a beach.
Michelob Ultra has always used a sports-heavy approach, with their Super Bowl ads last year featuring tennis great Serena Williams, boxing superstar Canelo Alvarez, and American women’s football icon Alex Morgan.
WELCOME TO WREXHAM, SIR ANTHONY
In another football-themed advertisement, legendary actor Anthony Hopkins takes on a surprise new role (we’ll spoil it next sentence, so watch the ad now!).
Hopkins is seen preparing to play a rather surprising character: Wrex the Dragon, the Wrexham club mascot.
That’s the Welsh club owned by Hollywood megastars Ryan Reynolds and Rob McElhenney, which has become a global name thanks to the show Welcome to Wrexham.
“Ironically, it is the cold brew (coffee) that births the fire-breathing dragon,” says Hopkins.
HORSES + DOG = WINNER
Animals are always a winner when it comes to Super Bowl ads, and Budweiser has arguably the most famous one of them all with their iconic Clydesdale horses. This year, the old-school beer brand throws in a friendship with a dog they debuted as a puppy some years ago, just to cash in on the cuteness factor.
BUSINESS IN THE FRONT, PARTY IN THE BACK
Mullets are back in fashion, and Kawasaki is all-in on them. This ad for their new Ridge off-road vehicle sees people, bears, eagles, turtles, and dogs all grow mullets when they experience the vehicle – driven by wrestling great ‘Stone Cold’ Steve Austin. It’s a simple concept, but novel enough to be funny.
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HELLMAN’S HAS A TALKING CAT
What did we say about animals and Super Bowl ads? This one might just be the best of the lot this year. Hellman’s, the mayonnaise brand that is a Super Bowl stalwart, introduces a new mascot: a cat that says ‘mayo’ instead of ‘meow’. Oh, and it dates cult hero actor Pete Davidson.
TOM BRADY OR ‘TIM BIRDIE’
Tom Brady, Wayne Gretzky, and Vince Vaughn. Mixing sporting legends with Hollywood fan favourites is a classic Super Bowl advertising winner. And seeing a lighter side of Brady – with his old ‘babysitter’ wearing a cardigan featuring Tom Brady’s name in a love heart – makes this a ripper.
BECKHAMS’ BRILLIANT GAG
It’s only a teaser, but this one promises something special.
If you’ve seen the Beckham documentary about David’s career and his relationship with former Spice Girl Victoria, you’ll find this ad hilarious.
If you haven’t watched the Becks’ doco yet, well hurry up and do that.
The highlight of the series was Victoria claiming she grew up in a “very working class” family – only for David to poke his head in the room and telling her to reveal that her father drove a Rolls Royce.
They recreate that scene in an ad for Uber Eats – complete with Victoria wearing a T-shirt reading: “My Dad Had a Rolls Royce”.
Celebrities trolling themselves? We love it.
And ‘Jessica Aniston’ – aka Jennifer Aniston, we presume – is set to make an appearance when the full ad is released.
BMW
Everyone has a Christopher Walken impersonation, right? This story gets the real deal in there and declares: “There’s only one Christopher Walken, and only one ultimate driving machine.”
There’s also an appearance Super Bowl halftime performer Usher, who Walken asks: “Haven’t you got somewhere to be?”
IS THERE A DR ON THE PLANE?
Drumstick, the classic ice cream, has had a makeover. He’s now “Dr. Umstick”, and responds when air hostesses ask if there’s a doctor on the plane. Of course, an ice-cream doctor can’t do much to help poor Hollywood actor Eric Andre. But at least Dr. Umstick has ice-creams.
It’s their first-ever Super Bowl ad.
NO SCRUBS
Everyone’s favourite bromance, Turk and J.D from TV show Scrubs, join Jason Momoa for a version of the tune ‘What a Feeling’ – and Momoa can really sing.
BABIES BALL OUT
E-Trade takes inspiration from the rising popularity of pickle-ball, or “tennis for babies”, by showing a bunch of babies beating adults at the sport. And trash talking along the way. The E-Trade Baby is a regular character, but hey, it never gets old.
HOLD MY … YOGHURT?
Yoghurt company OIKOS is back for a fifth year on the trot, and they’re taking aim at the age-old saying ‘hold my beer’.
Comedian and actor Martin Lawrence joins football Hall of Famer Shannon Sharpe.
OREOS MAKE HISTORY FUN
We just knew there’d be a Kardashian pop up. This time, Oreos tells the story of human history, from the dinosaurs to the Trojan horse to boybands and the founding of Keeping up with the Kardashians – with a twist.
WHY DO PEOPLE KEEP STEALING LIGHTERS?
Snoop Dogg and Martha Stewart bring back their superstar partnership to promote BIC lighters again, with plenty of weed-related puns.
“Perfect for lighting bowls,” or a “really fat …”
Legendary musician Willie Nelson gets caught “borrowing” Snoop and Martha’s lighter.
‘HAVING A BLAST’
Aubrey Plaza – known for her rather expressionless distaste for the world – is ‘having a blast’: a Mountain Dew Baja Blast. And she’s even got former Parks and Recreation co-star Nick Offerman alongside her as they parody Game of Thrones.
WHAT ELSE TO WATCH OUT FOR?
– Pringles have Chris Pratt showing off a moustache resembling the Pringles logo face, Mr. P.
– Ken Jeong has been cryo-frozen for 52 years, but he wakes up to see a whole new world with Popeyes.
– Jenifer Ortega (aka Wednesday Addams) debuts a new Doritos flavour, Dynamita.
– Reece’s Peanut Butter Cups are making a big change – and people both love it and hate it.
– Peyton Manning buys a round of Bud Lights for the bar – and tosses them quarterback style
– Chiefs QB Patrick Mahomes talks his favourite sidekick for Subway, offending his teammate Travis Kelce in the process.
– Tina Fey has famous body doubles as she explores the world with Booking.com
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