With only a few days to go before Super Bowl LVI, food and beverage brands are beginning to build buzz for their big game ads. On February 3, NBCUniversal announced that it was officially sold out of commercial time, with 30-second ad slots commanding a price tag of as much as $7 million in some cases.
Super Bowl commercials have become a cultural phenomenon of their own alongside the game itself, as many viewers only watch the game to see the commercials. The use of celebrity cameos has also been common in Super Bowl ads, and this year is no exception. Here are some of the food and beverage ads to look out for during this year’s Super Bowl.
1. Bud Light’s “Land of Loud Flavors”
In this minute-long ad, viewers get a look at the Loud Flavors fantasyland in which the Mayor of Flavortown, Guy Fieri, would rule. When two of his partners steal a bucket of the Hard Soda and bring it back to their leader, Fieri declares the drinks to contain the “loudest flavors ever.” Amid the elation in the street, viewers get a shot of two people kissing and an antagonist wrecked by the news as he waves a spatula in despair.
2. Lay’s’ “Golden Memories”
In the commercial, tuxedo-clad actors Seth Rogen and Paul Rudd are sitting on the steps of a church and sharing a bag of Lay’s chips before Rogen’s wedding. The duo starts to reminisce about all the good times they’ve shared, including their “road trip in ‘97.” Cue the flashbacks, including one in which Rudd and Rogen are cruising through a Western landscape in a convertible with the top down, both screaming along to the chorus of Shania Twain’s 1997 classic “You’re Still the One.”
3. Michelob ULTRA’s “Welcome to Superior Bowl”
This minute-and-a-half-long ad features cameos from a star-studded cast of actors and athletes alike —from tennis champion Serena Williams, basketball player Nneka Ogwumike and soccer star Alex Morgan to actor Steve Buscemi, NFL legend Peyton Manning and the NBA star Jimmy Butler. Set in an old-timey bowling alley with ELO’s song “Showdown” playing in the background, viewers will witness the cast going head-to-head in the lanes, with time seemingly standing still when Williams makes an appearance.
4. Hellmann’s “Mayo Tackles Food Waste”
For its big game ad, Hellmann’s calls on legendary Patriots linebacker and Super Bowl champion Jerod Mayo to tackle those throwing out usable food in their kitchens, as part of the “MAYO x MAYO Food Waste Tackling Team.” One by one, viewers will get to watch Mayo tackle unsuspecting folks just as they’re about to throw food in the garbage. Saturday Night Live comedian Pete Davidson also appears in the condiment brand’s ad, getting tackled himself after protecting his mother from Mayo’s attack.
5. Budweiser’s “A Clydesdale’s Journey”
The Super Bowl ad lineup would be incomplete without the interspecies romance of a Clydesdale and a dog. Budweiser has been playing up the ongoing friendship between the animals while barely even showing its product for several years now. This minute-long commercial shows the injured horse being watched over by his pal on the road to recovery. The story of perseverance and hope is the latest fixture in Budweiser’s iconic Super Bowl ads.
6. Frito-Lay’s “Push It”
For weeks, Frito-Lay has been building anticipation of its first-ever Flamin’ Hot Super Bowl spot with teasers involving music stars Megan Thee Stallion and Charlie Puth. And while earlier teasers made it seem that the celebrities would be appearing in the ad, it turns out that was a ruse. Instead, the two are voicing a fiery songbird and a beatboxing fox, alongside a slew of other animals who get lively after getting their paws on some Flamin’ Hot Cheetos and Doritos Flamin’ Hot Cool Ranch chips set to a cover of Salt-N-Pepa’s beloved 1987 song, “Push It.”
7. Uber Eats’ “Uber Don’t Eats”
After making its Super Bowl ad debut in 2021, Uber Eats is back with a star-studded cast including Gwyneth Paltrow, Trevor Noah and Jennifer Coolidge taking part in 30-second ads for the delivery service. The clever ads remind viewers that Uber can deliver a host of other products aside from food to the door. Instead of actual treats, the actors dine on a light bulb, soap, a pencil, and even, in Coolidge’s case, lipstick and a makeup brush.
These are just a handful of the food and beverage ads that have been released before the Super Bowl, but look out for others during the breaks throughout the highly anticipated championship game between the Los Angeles Rams and the Cincinnati Bengals on Sunday.