It has been a quieter preface to the Super Bowl this year. So far, only Pepsico is making a really big noise about its presence at the game.

Last week, it released a two-minute product placement epic covering all of its brands. It has also released teasers for its individual brands.

Frito-Lay is making much of potato chips brand, Lay’s, return to the Super Bowl after seventeen years with a creepy video featuring a man chanting, Seth Rogan where are you? to the French class classic, Frère Jacques. Even more discomfiting the visual is a shrine to Rogen.

Pop star and frequent ad feature, Megan Thee Stallion, is to be the face of Frito-Lay’s combined Flamin’ Hot Cheetos and Doritos Super Bowl spot. The teaser suggests the commercial will be dramatic. Will it include a crocodile, deer, bear, fox, water buffalo or sloth?

Meanwhile Pepsico is also mustering excitement for its sponsorship of the Super Bowl LVI halftime show. This will star Snoop Dogg, Eminem, Dr. Dre, Mary J. Blige and Kendrick Lamar. A new Pepsi Super Bowl LVI Halftime Show mobile app includes sweepstakes opportunities, behind-the-scenes content, creative drops, augmented reality (AR) features and unique digital experiences leading up to the show.

New York used car retailer and e-commerce platform, Vroom, is bringing a musical theatre extravaganza to the Super Bowl called Flake The Musical, and has already revealed its commercial, which was choreographed by La La Land choreographer, Mandy Moore. This will the brand’s second appearance at the Super Bowl .