Biggest ads before the big game – Deadline

UPDATE with additional announcements: This year’s Super Bowl will be – we all hope – a one-of-a-kind experience. And that also goes for advertisements.

The title game will close an NFL season that survived the pandemic but saw its showmanship diminish. Sunday night’s CBS show offers an intriguing game for fans, with Tom Brady’s Tampa Bay Buccaneers versus the Kansas City Chiefs under Patrick Mahomes, who won last year’s Super Bowl.

Many viewers, of course, will be primarily tuned into Super Bowl LV primarily for commercials. This is generally true for many of the show’s 100 million annual viewers. Despite some gloomy initial predictions about Madison Avenue’s stance on the game, viewers this year will be amply dazzling. There is an array of A-list talent as well, with many stars made more available than usual in 2020 when film and TV sets were cut short by the Covid-19 surge.

Super Bowl advertising: Covid-19 throws flags, but CBS and brands still see scoring chances

Marketers face a high degree of uncertainty, with large portions of window viewing and a host of viewer sensitivities at the end of a nerve-wracking year. Mainstays like Budweiser and Coca-Cola have stepped aside and, as Deadline’s Anthony D’Alessandro noted, movie studios are also taking a step back – a logical break given the ongoing theater closings. .

Nonetheless, inventory is all but depleted at $ 5.5 million every 30 seconds, and many spots that circulate online – a pre-game custom as advertisers look for more bang for their buck – show the usual shine. . The list of stars expected to appear includes Bruce Springsteen, Michael B. Jordan, Will Ferrell, Winona Ryder, Timothée Chalamet, Mike Myers, Dana Carvey, John Travolta, Matthew McConaughey, Martha Stewart, Serena Williams, Cedric the Entertainer, Don Cheadle and Dolly Parton, to name a few. David Fincher and Peter Berg are among the notable directors who have stepped behind the camera. Tim Burton, Director of Edward Scissorhands, consulted Cadillac on a spot revisiting the characters from the film.

The following is a current list of announcements that will appear during the broadcast. Most of the online versions are 90 seconds long, longer than the cuts that will be giving airtime tonight.

Bruce Springsteen / Jeep
There is nothing flashy here to distract from a monologue about repairing division in America, delivered in an even but emphatic tone by Springsteen as if speaking to a crowd at a of his concerts. He is seen lighting a candle, putting his hands in the ground and moving around in his Jeep, exploring a sparsely populated landscape as he ruminates on the character of the nation. “We can reach the top of the mountain, through the desert, and we will cross that divide,” promises The Boss.

Winona Ryder and Timothée Chalamet / Cadillac LYRIQ
Ryder reprise his role as Kim from the Tim Burton classic in 1990 Edward Scissorhands with Kim Edgar’s “son”, played by Chalamet, who looks exactly like Johnny Depp’s Edward (“It’s the story of a boy with scissors for his hands – no, no this a, ”says Kim of Ryder). Instead, it’s Edgar who ultimately uses the all-electric (and hands-free) LYRIQ.

Matthew McConaughey / Doritos
The pandemic receives a slight nod in this imagination of the star moping through life like a two-dimensional figure not doing well. Why is it 2D? Because he hasn’t tasted Doritos 3D yet, idiot! Late-night guest Jimmy Kimmel delivers the best line, asking the paper-thin star if he made it to the studio, “or did you arrive by fax?”

Will Ferrell, Kenan Thompson, Awkwafina / General Motors
After having surprised the business world by announcing that it will no longer manufacture combustion engines by 2035, General Motors continues this journey on a loop underlining its commitment to electric vehicles. Ferrell, in a fake rage and full beard, ridicules Norway’s lead over the United States in per capita EV sales, then enlists Thompson and Awkwafina for a trip to Scandinavia and settles the score.

John and Emma Travolta, Martha Stewart, Leslie David Baker / Miracle-Gro
The location of this place is not reminiscent of the tropical beaches of Corona. Instead, it’s the corona setting that many Americans spent the last year: their backyards. In the promotion of the Breezy contest, John Travolta is schooled by his daughter Emma, ​​Stewart brags about his green thumb and OfficeBaker mans the grill.

Serena Williams, Anthony Davis, Peyton Manning, Brooks Koepka, Jimmy Butler, Alex Morgan / Michelob Ultra
Athletes, we are reminded in this serious and abundantly appetizing play, who often win because they are happy, and not the other way around. And, in the beautiful tradition of the Super Bowl, they seemingly feel happy with a light beer by their side.

Don Cheadle / Michelob Ultra Seltzer Bio
If you haven’t bought the idea of ​​athletes drinking Michelob Ultra, then an easier sale might be that celebrity impersonators like to chill out with Michelob Ultra Organic Seltzer. Cheadle is the only, uh, organic star in this place, joined by the fake Serena Williams, the fake Sylvester Stallone and several other ersatz.

Dolly Parton / SquareSpace
The country legend turns his shift classic into a tribute to SquareSpace and the role the digital services company is playing in the side turmoil:

David Fincher (director) / Anheuser-Busch
Much has been said about Budweiser who jumped the game for the first time since 1983, but Anheuser-Busch still has four minutes of total trading time during the game. Initially, the company bills its entire portfolio of beer brands in this spot directed by Fincher, called “Let’s Grab a Beer”. No masks or social distancing here – the full point is the universal value of the bond over beers, now and forever (or whenever “forever” is allowed to resume).

Cedric the Entertainer, Post Malone / Bud Light
A gallery of the brand’s former pitchers travel through a time portal to respond to an emergency and keep the supply chain moving:

Wayne’s World / UberEats
Carvey and Myers reunite in a callback to the original films’ nudges on product placement, with a cameo from Cardi B. At least this time, there’s a cause involved: UberEats is launching a 20-minute ‘eat local’ relief effort. million dollars, with $ 4.5 million in micro-grants to local restaurants in major US cities.

Michael B. Jordan / Amazon
Jordan’s credibility as a leader worthy of a swoon in movies like Creed, Black Panther and Just mercy gets a wry nod in the Amazon spot “Alexa’s Body”. Instead of a tabletop device, an Alexa user imagines the voice recognition system taking on human form like Jordan. The actor learns her phrases in French, joins her in a candlelit bath, and patiently stands still as she asks Alexa to aim grass sprinklers at her chiseled chest.

Peyton Manning, Eli Manning, Archie Manning, Joe montana, Jerry rice, Troy aikman, Terry bradshaw, Jerome Bettis, Deion Sanders and Marshawn Lynch / Frito-Lay
Created by the creative agency of Frito-Lay and directed by Peter Berg, the spot brings together 10 football greats in a riff on “Twas the Night Before Christmas”, narrated by Lynch, aka “Beast Mode”. (Fortunately, no one is trying to be wise about the immortal Super Bowl when Lynch was denied a chance to win the game as Seattle inexplicably tried to get into the end zone from the d-line. ‘one yard against the New England Patriots and was intercepted.)

Lenny Kravitz / Stella Artois
The rock singer is sincerely yelling “Heartbeat Billionaires,” which means we’re all with that number of ticks left in our tickers. But who matters? (Don’t answer that.)

Patrick Stewart, Stephen Colbert, James Corden, Gayle King, Norah O’Donnell, Tom Selleck, Christine Baranski, Iain Armitage, animated characters and more / Paramount +
Synergy (and green screen technology) brings together the many luminaries of ViacomCBS, atop “Paramount Mountain,” for a festive toast and awkward dance. The spot touts the next month’s launch of the Paramount + streaming service, a rebranding and expansion of CBS All Access.

Jason Alexander / Tide
The Seinfeld The star gets the ultimate sign of teenage respect – her face on a hoodie – only to see said garment go through a glove of stains and spills that only Tide can apparently fix.

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