With Super Bowl LVII kicking off today, a big storyline around advertising during the game is Anheuser-Busch InBev giving up its alcohol category exclusivity for Super Bowl advertising, which it had held since 1988. A-B InBev will still run ads during the game, with three minutes being doled out between its Bud Light, Busch Light and Michelob Ultra brands. Other alcohol companies have jumped on the opportunity to air spots during the game, with Molson Coors set to air a spot for its Miller Lite and Coors Light brands, while Heineken highlights its non-alcoholic Heineken 0.0 brand. Beyond beer, Remy Cointreau will promote its cognac brand Remy Martin, while Diageo highlights its whiskey brand Crown Royal.
The chart below lists preliminary plans for national Super Bowl ad spots on Sunday during Fox's airing of the game.
| ADVERTISER |
LENGTH |
CREATIVE FIRM(S) |
| FIRST QUARTER |
| DraftKings |
:30 |
In-house; HartBeat Productions |
| E-Trade |
:30 |
MullenLowe |
| Rakuten |
:30 |
In-house |
Remy Cointreau
(Remy Martin) |
:60 |
Fred & Farid, N.Y. |
| SECOND QUARTER |
| Avocados From Mexico |
:30 |
Lerma/, Dallas |
| Dexcom |
:30 |
Marcus Thomas |
| DTC pet food |
:60 |
In-house |
| Frito-Lay (Doritos) |
:60 |
Goodby Silverstein & Partners |
| General Motors |
:60 |
The Community; McCann Worldgroup |
| Google |
:90 |
In-house |
| Kellogg (Pringles) |
:30 |
Grey |
| Mars Wrigley (M&M's) |
:30 |
BBDO, N.Y. |
| P&G (Downy) |
:45 |
Woven Collaborative; Saatchi & Saatchi |
| Stellantis (Jeep) |
:60 |
Highdive |
| Uber |
:60 |
Special Group U.S. |
| WeatherTech |
:30 |
Pinnacle Advertising |
| THIRD QUARTER |
| Diageo (Crown Royal) |
:60 |
Anomaly |
| FanDuel |
TBD |
Wieden+Kennedy, N.Y. |
| Hormel (Planters) |
:30 |
VaynerMedia |
| Kia |
:60 |
David & Goliath |
| Unilever (Hellmann’s) |
:30 |
Wunderman Thompson |
| Workday |
:60 |
Ogilvy |
| FOURTH QUARTER |
| Booking.com |
:30 |
Zulu Alpha Kilo |
Servant Christian Foundation
(He Gets Us) |
:60 |
Haven; Lerma, Dallas |
| Skechers |
:30 |
SKX Studios |
| Stellantis (Ram) |
:60 |
Highdive |
| T-Mobile |
:60 |
N/A |
| TBD |
| A-B InBev (Bud Light) |
:60 |
Anomaly |
| A-B InBev (Busch Light) |
:30 |
Martin Agency |
| A-B InBev (Michelob Ultra) |
:30 |
Wieden+Kennedy |
| A-B InBev (Michelob Ultra) |
:60 |
Wieden+Kennedy |
| Amazon Prime Video ("Air") |
TBD |
N/A |
| DoorDash |
:30 |
The Martin Agency |
| Dunkin' |
TBD |
Anomaly |
| Frito-Lay (PopCorners) |
:30 |
In-house |
| Heineken (Heineken 0.0) |
:30 |
Publicis (Le Pub); Bullitt; Marvel Studios |
| Intuit (TurboTax) |
TBD |
Wieden+Kennedy |
| Limit Break |
:30 |
In-house |
Molson Coors
(Miller Lite & Coors Light) |
:30 |
Droga5 |
| NFL |
:90 |
72andSunny |
| NFL |
:30 |
72andSunny |
| Paramount ("Dungeons & Dragons") |
:30 |
In-house |
| Paramount ("Scream VI") |
:60 |
In-house |
| Paramount+ |
:30 |
Droga5 |
| Peacock ("Poker Face") |
:30 |
EssenceMediaCom |
| PepsiCo (Pepsi Zero Sugar) |
:30 |
VaynerMedia |
| PepsiCo (Pepsi Zero Sugar) |
:30 |
VaynerMedia |
Servant Christian Foundation
(He Gets Us) |
:30 |
Haven; Lerma/, Dallas |
| Squarespace |
:30 |
In-house |
| Universal ("Fast X") |
TBD |
In-house |
Warner Bros. Discovery
("The Flash") |
TBD |
In-house |
