The price of a 30-second spot during Super Bowl LII on Feb. 4 has topped $5 million, so it's no wonder brands and agencies want to direct as many eyes to their work as possible.
As in previous years, that means we get to see many of the ads before they officially debut during the Big Game. We're collecting the spots as they become available, so you can watch them without any distractions. For more in-depth Super Bowl news, check out our hub.
Amazon "Alexa Loses Her Voice" by Lucky Generals
The first Super Bowl spot from Amazon's UK agency Lucky Generals is a 90-second monster, featuring celebrities like Gordon Ramsay, Cardi B, Rebel Wilson and Anthony Hopkins as emergency replacements for Alexa, who's gone quiet.
Amazon Prime "Tom Clancy’s Jack Ryan"
The arm-wrestling between Netflix and Amazon Prime rages on with the latter pushing its first Super Bowl commercial. The 60-second slot showcases "Tom Clancy’s Jack Ryan"—an action/thriller based on the popular book. It’ll be available for members on Labor Day.
Avocados from Mexico by GSD&M
Avocados From Mexico and GSD&M have partnered for a fourth consecutive year for the Super Bowl. Comedian Chris Elliott stars in a 30-second teaser for this year’s spot, which will air during the second quarter of the game.
Bud Light "Bud Knight" by Wieden+Kennedy
The blue-armored "Bud Knight" comes riding onto screens in the most unforgiving fashion for a 60-second spot scheduled to air in the second quarter of the game. His triumphant debut marks the end of Bud Light’s "Dilly Dilly" trilogy that aired before the holidays.
Budweiser "Stand By You" by David Miami
No Clydesdales this year. Like Stella, Budweiser is focusing on its water relief efforts in a spot it hopes won't be as divisive the pro-immigrant story it told about its founder last year.
Coca-Cola "The Wonder of Us" by Wieden+Kennedy
Coca-Cola’s warm and fuzzy message of diversity will celebrate more than "seven billion unique yous who are all special in their own ways". The 60-second spot is going to air in the fourth quarter. Coca-Cola is going back to its roots with this one, shining a light on optimism and inclusion.
Doritos and Mountain Dew "Doritos Blaze vs. Mountain Dew Ice" by Goodby Silverstein & Partners
PepsiCo drops a twofer with back-to-back 30-second spots for two of its brands, featuring Peter Dinklage and Morgan Freeman in a lip-sync battle.
Febreze "The Only Man Whose Bleep Don't Stink" by Grey New York
During the second quarter of the game (you know, shortly before the big half-time bathroom break) Grey New York introduces Dave, who doesn't need Febreze.
Groupon "Who Wouldn't?" by O’Keefe Reinhard & Paul
A Groupon bit on Jimmy Kimmel last year landed comedian Tiffany Haddish a gig as spokeswoman for the brand, and now she’ll star in a 30-second Super Bowl spot in the 4th quarter, too.
Hyundai teaser by Innocean
Last year, Hyundai surprised three members of the U.S. Armed Forces with trips home to see their families. This year, the car manufacturer promises to do one better and surprise millions of people.
Intuit "A Giant Story" by Phenomenon
Intuit has gone all Pixar for its animated Super Bowl debut. A 15-second segment has been pulled from the four-minute ad which has already amassed around two million views on YouTube. The heart of the campaign showcases how Intuit, within its ecosystem of products like TurboTax, helps power prosperity for consumers and those who work for themselves.
Kia "Feel Something Again" by David and Goliath
Aerosmith’s Steven Tyler appears to take a major dig at his own age in Kia’s ad for its new Stinger model. The 60-second spot shows Tyler driving back in time to his younger self so he can finally "feel something again" from those glory days we all yearn for.
Lexus "Long Live the King" by Walton Isaacson
Lexus offers up a tie-in with the inevitable blockbuster from Marvel Studios, "Black Panther." The 30-second spot from multicultural agency Walton Isaacson will be shortened from the 60-second version here and run in the 3rd quarter.
M&M’s "Human" by BBDO New York
Danny Devito stars as chocolate made flesh in M&M's 30-second ad during the first quarter of the game.
Michelob Ultra "I Like Beer" by FCB Chicago
In his first TV commercial, Chris Pratt props up Michelob Ultra’s fitness-driven beer crusade. The 30-seconds of work-hard-play-hard shows a confused-looking Pratt struggling to dominate the gym and yoga studio. It’s a message Ultra hopes encapsulates the way in which everyone works out in their own special way, hammered home with the updated tagline: "Live fit. Live fun. Live Ultra."
Michelob Ultra "The Perfect Fit" by FCB Chicago
A sequel spot airing later in the game features a cover of the title song by Jon Pardi.
Pepsi "This Is the Pepsi" by Creators League
The supermodel returns to the Super Bowl to recreate her iconic 1992 commercial, this time accompanied by her son, Presley Gerber.
Pringles "Wow" by Grey New York
Pringles makes its Super Bowl debut with a 30-second spot in the first half of the game. It introduces the concept of flavor stacking, which will be familiar to anyone who's ever eaten Jelly Bellies. "More people will see me in this than they have in the last three movies I’ve made," says ad headliner Bill Hader.
Skittles "Most Exclusive Super Bowl Ad Ever" by DDB
No matter how many people tune into this year’s Super Bowl, only one person will see Skittles’ ad for the big game, though everyone else will be able to see his reaction.
Sprint "Evelyn" by Droga5
Sprint’s campaign of jibes at Verizon takes us to new, futuristic levels with this 60-second ad. The spot, set to air in the fourth quarter, sees Evelyn the robot heap dollops of sass over her creator for being a Verizon customer. The "can you hear me now?" guy makes an appearance, obviously, and the ad is tied up with a bow in the form of a snarky hashtag: #EvelynIsLearning.
Squarespace "Make It Happen"
Keanu Reeves stand on a motorcycle and heeds some advice from...Keanu Reeves, in a 30-second spot that marks the brand's fifth consecutive Super Bowl showing.
Stella Artois "Taps" by Mother
The beer brand released a somber 30-second spot starring Matt Damon, to help raise money for Water.org. It’s also one of the first brands to release the entire Super Bowl spot, rather than just a teaser.
Tide "David Harbour Is Unimpressed" by Procter & Gamble
Former NFL star Terry Bradshaw is being ousted as Tide’s spokesman in this year’s Super Bowl ad that shows his state of bemusement as "Stranger Things" actor David Harbour edges into his seat. Tide has so far released three teasers. The latest shows an unimpressed Harbour getting some advice from Bradshaw.
Toyota "Good Odds" by Saatchi & Saatchi and Dentsu
Toyota’s pulling out the big guns with a last-minute announcement that it’ll air three ads over the game. A 30-second ad has been thrown into the mix on top of the originally-planned two 60-second ads—making it Toyota’s biggest Super Bowl spend. One of the ads, called "Good Odds", follows Canadian Paralympic skier Lauren Woolstencroft’s inspiring journey from birth to gold medalist.
Toyota "Mobility Anthem" by Saatchi & Saatchi and Dentsu
This 30-second spot will air in the fourth quarter.
Toyota "One Team" by Saatchi & Saatchi
This feel-good spot will air in the second quarter, shortly before the half-time show.
Universal Parks & Resorts "Vacation Quarterback"
Universal Parks & Resorts gets a helping hand from former NFL star Peyton Manning. The ex quarterback is coaching families on how to dominate all the rides for a 60-second spot during the pregame show and a 30-second ad during the game.
Weathertech "American Factory" by Pinnacle Advertising
The car mat manufacturer appears in its fifth consecutive Super Bowl with this no-nonsense 30-second spot.
Wendy’s "Iceberg" by VML
The brutal meat-shaming continues in Wendy’s come-at-me-bro ad attacking McDonald’s. The chain fires shots at its "flash-frozen" burgers, and goes as far as comparing them to the iceberg that sank the Titanic. Strong. The guys over at McDonald’s are going to need some cream for this 30-second burn scheduled to hit screens in the first quarter of the game.
Wix "Rhett & Link"
After two years in the Super Bowl, Wix moved away from television ads to focus on digital. But a last-minute deal with NBC pulled them back in this year, with a 30-second spot in the third quarter.
(This article first appeaed on CampaignLive.com)