Super Bowl 2023: here are the commercials to watch out for


The Philadelphia Eagles and the Kansas City Chiefs will face off in this month’s NFL Super Bowl, but many viewers will be watching the big game just for the commercials, with some of the biggest companies shilling out millions of dollars to snag consumers’ attention – here are some of the biggest spots to look out for.

Ozzy Osbourne (right) – a Super Bowl commercial regular. | Photo by Kevin Mazur/Getty Images

Squarespace: Oscar and Emmy-nominated actor Adam Driver stars in a spot for the website company with a handful of other Adam Drivers; in a behind-the-scenes video from the set, the clones goof around on set and eat lunch together.

Busch Beer: Sarah McLachlan spoofs her long-running animal cruelty prevention commercials in this beer ad, set to her heartbreaking song “Angel.”

Workday: This first-time Super Bowl advertiser will air a one-minute spot in the game’s third quarter featuring Joan Jett, Ozzy Osbourne and Gary Clark Jr. and other musical acts, according to Variety; in a teaser clip, Osbourne tries his hand at office work in a cubicle.

Budweiser: In a teaser clip, the beer company hinted toward an appearance from Kevin Bacon, riffing on the “six degrees from Kevin Bacon” lore that has long surrounded the actor.

Michelob Ultra: Serena Williams and Brian Cox riff on the ‘80s movie Caddyshack in a series of commercials for the beer brand.

Heineken: After starring in a Lay’s chips commercial last year, Paul Rudd appears as Ant Man in an ad for non-alcoholic Heineken.

FanDuel: Former Patriots star Rob Gronkowski is going to kick a field goal—the “kick of destiny”—live during the big game, and if he hits it, fans who bet using the service can win some cash.

Doritos: Jack Harlow gets involved in a “love triangle” with these pointy chips.

Downy: The detergent brand is keeping its spokesperson’s identity hidden until the big game.

After putting its spokes candies on an “indefinite pause” last week, M&M’s has hired comedian Maya Rudolph as a replacement mascot. The brand then put out a video in which she renames the candies Ma&Ya’s, and appears to be gearing up for an elaborate Super Bowl campaign.

Super Bowl broadcaster Fox is seeking between US$6 million and US$7 million for 30 seconds of ad time during the Super Bowl, according to Variety.

Last year, over 112.3 million viewers were estimated to have watched the Super Bowl on NBC and through other channels. It was the highest-rated championship game since 2017. Many of the ad spots in 2022 were dominated by cryptocurrency companies, a trend that likely won’t continue next month, after last year’s crypto crash and the downfall of FTX.

Pepsi ended its longtime partnership with the Super Bowl halftime show and has been replaced by Apple Music. Rihanna will headline the streaming service’s first performance.

The Super Bowl will be played on Monday, February 12 in the US, (Tuesday, February 13 in Australia)

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