Here's everything we know about the Super Bowl ads so far

Super bowlThearon W. Henderson/Getty ImagesQuarterback Cam Newton #1 of the Carolina Panthers carries the ball against the Denver Broncos during Super Bowl 50 at Levi’s Stadium on February 7, 2016 in Santa Clara, California.

Super Bowl 51 is set to air on Fox on February 6 and, as usual, the big game’s broadcast will be stuffed to the brim with big-money ads, reportedly costing AUD$6.51 million (US$5 million) for a 30-second slot.

Unlike last year, as Marketing Land pointed out, many brands are keeping unusually quiet so far about their Super Bowl activity. But expect to see more teasers as the Super Bowl draws closer.

We’ll be keeping you up to date with all the latest commercials, teasers, and other Super Bowl ads news.

Scroll down to see what we know so far about the Super Bowl ads (we’ve organised all the news in alphabetical order, by brand.)

84 Lumber

Construction-supply company 84 Lumber has splashed out an estimated $19.53 million on a 90-second ad -- its debut Super Bowl spot, AdAge reported.

It will air in the second quarter, before half-time and aims to recruit new employees. Ad agency Brunner created the ad.

Here's a recent 84 Lumber ad, celebrating its 60th year:


The automaker is returning to the Super Bowl for the ninth time, with an ad created by agency Venables Bell & Partners, according to Adweek.

Last year's spot featured David Bowie's 'Starman':

Avocados from Mexico

Avocados from Mexico told Business Insider in December it was coming back to the Super Bowl in 2017. It's the third year in a row the brand has advertised in the big game.

This year's ad will be focused on promoting the fact that avocados are healthy, something the company was not explicitly permitted to do so in the past due to old FDA rules.

Here's last year's spot:


Buick spokesman Stuart Fowle confirmed to Detroit News in January that the brand will be returning to the Super Bowl for the second year running.

Fowle said last year's spot helped drive traffic to its website and interest in its vehicles. It featured Odell Beckham Jr. showing off the Buick Cascada:


Busch beer is coming to the Super Bowl for the first time, according to Beer Marketer's Insights, which broke the news in December.

Deutsch will create the ad, according to Adweek. There are no more details on the creative.


Febreze will make its Super Bowl debut with a 30-second spot in the second quarter, created by Grey New york, according to AdAge.

A teaser spot is due to be released at some point in January.


The vitamins retailer plans to air a spot during the big game's first quarter, according to Adweek.

It will form part of a larger rebranding strategy that has also seen the launch of a loyalty program, app, and new point of sale terminals.


Web hosting company GoDaddy opted out of the Super Bowl in 2016 but it's back this year with an ad that will feature a new product, according to Adweek.

In 2015, GoDaddy was forced to pull its initial Super Bowl ad after animal lovers complained it could endorse illegal puppy farming. The new spot was a lot less exciting.

Here's the ad GoDaddy was forced to nix:


The automaker is coming back to the Super Bowl for the third time and the second straight year.

This year's ad will promote the 2017 Honda CR-V and will be produced by ad agency RPA, according to AdAge.

In 2016, Honda aired a fun spot featuring singing sheep to show off its Ridgeline truck:


Intel is airing its first Super Bowl ad since 2010 during the big game this year.

The spot features Tom Brady walking viewers through his morning routine, using Intel's 360-degree technology:


Kia's 2017 Super Bowl ad will show off its Niro car and will be created by ad agency David&Goliath, according to Adweek.

Last year's spot starred Christopher Walken:


The car marque will air its third ever Super Bowl ad during this year's game.

Lexus confirmed in a press release the new Lexus LS and LCs will be featured in the ad and that the spot will be narrated by Minnie Driver. It will be created by Team One.

Last year's spot, created by Walton Isaacson, was entitled 'Make Some Noise':


Mercedes will definitely be advertising in the Super Bowl this year, although the automaker hasn't provided details on the creative.

Merkley and Partners will be involved in creating the ad, according to Automotive News. This year is the 50th anniversary of the Mercedes-AMG, so it may well have something to do with that.

Two years ago, Mercedes aired a spot retelling the story of the tortoise and the hare:

Mr Clean


Mr Clean is making its Super Bowl debut in 2017.

The Procter & Gamble-owned brand told AdAge the 30-second spot will be created by Leo Burnett Toronto. It will appear in the third quarter.


Neilson Barnard/Getty

Pepsi is once again sponsoring the half-time show.

This year it will feature a performance from Lady Gaga.


The Wrigley confectionery brand is running a Super Bowl ad for the third consecutive year.

The 30-second spot, called 'Romance,' has already been shot and doesn't feature a celebrity, according to AdAge. It will either run in the first quarter or early in the second quarter.

Here's last year's effort, starring Steven Tyler:


Snickers will continue its 'You're Not You When You're Hungry' campaign with this year's Super Bowl spot.

'Star Wars' and 'Girls' actor Adam Driver will play the lead role in the campaign, according to Brandchannel.

Last year's ad starred Willem Dafoe:


TurboTax is back in the Super Bowl for the fourth year in the row with a spot starring DJ Khaled, Kathy Bates, David Ortiz, and Karla Souza, according to Adweek.

The 45-second spot was created by Grupo Gallegos and Wieden + Kennedy.

Here's one of the ad's teaser spots, starring Kathy Bates:


The car floormat-maker is coming back to the big game for the fourth time in a row this year, according to Adweek.

Last year's effort was created by Pinnacle advertising:


Wix is returning to the big game for the third year in a row with a spot it created in-house to show of the web-building company's heritage and its creative capabilities.

Last year's ad saw Wix partner with Dreamworks to use the characters from 'Kung Fu Panda 3':

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