In the land of commercialising everything, the Super Bowl is accompanied by the Super Bowl of advertising, a contest not less ferociously contested and no less avidly watched than its sporty brother.

Dove’s Super Bowl ad (already released in full) is introduced on YouTube with, “90% of men around the world say that their caring side is part of their masculinity and strength,” which does make you ask questions about big data. But this is not the time or place. This is the ad that grew from that, er, insight:

Saatchi & Saatchi LA’s Super Bowl campaign for Toyota is made of many several pieces of content that will be released in the lead up to the game. All of the creative is linked by its focus on dads—“both prominent and unknown, but equally extraordinary—who have contributed to their families’ lives in bold ways”.

To Be a Dad is the online video:

There is a Twitter campaign, “to engage in a unique game day conversation, by helping to create a cultural moment in real time. To participate, consumers are encouraged to tweet photos of their dads using the hashtag #OneBoldChoice.”

…And two 60 second ads will go to air on NBC on Super Bowl Sunday (Feb 1). The pregame spot, How Great I Am, will feature Team Toyota athlete, paralympic medalist and Dancing with the Stars finalist, Amy Purdy. The voice of the legendary Muhammad Ali will also be heard in the spot. The second ad will continue the conversation about bold dads, but its details are secret.

Snickers is one of the old hands at the Super Bowl ad game. Its 2010 ad was THE Betty White, You’re Not You… and its 2011 ad starred Roseanne Barr and Richard Lewis.

This year, BBDO New York has launched a Snickers teaser ad, with an intriguing (first ever) twist. In this 15 second Brady Bunch sneak peek, Danny Trejo plays a grumpy Marcia Brady, and…”Fans can ask to have the spot released early through a number of social media activities, and if consumers generate 2.5 million social media engagements before kick-off on February 1, Snickers will release the entire 30-second spot early,” Mars has revealed.

Lastly, it wouldn’t be the Super Bowl without a squad of slinky girls (read: gratuitous sex) on the sidelines. Victoria’s Secret has provided some already: