Pepsico’s Starry is taking a bold stance – “It’s time to see other sodas”. The influential Ice Spice has got the message. She breaks up with her old boyfriend lemon-lime-soda now that she’s besties with Starry’s animated Lem and Lime.

The 30-second Super Bowl spot is the inaugural commercial for Starry. The drink replaces Pepsico’s citrusy soft drink, Sierra Mist, and competes with Coca Cola’s Sprite (possibly Ice Spice’s ex?), and Keurig Dr Pepper’s 7 Up.

Dove’s Super Bowl message is about body confidence for girls, the message Ogilvy launched for Dove with its shocking portrayal of a girl descending into an eating disorder. The new spot, also by Ogilvy and directed by Dark Energy’s Lucy Bridger is lighter, but no less compelling. It begins with a series of epic sport fails (the kind of sequences that keep social media buzzing) underscored by the song, It’s a Hard Knock Life from Annie. The point of the 30-second spot is that knocks don’t stop girls playing sport, low body confidence does – 45% of girls by age 14. The commercial ends with an invitation to join Dove’s Body Confident Sport program and the mantra, “Let’s #KeepHerConfident.

Dove’s Body Confident Sport program is a first-of-its-kind and scientifically-proven set of free tools for coaches co-developed by Dove and Nike to build body confidence in 11-17-year-old girls. It is being supported by Kylie Kelce, wife of NFL star, Jason Kelce. Dove is also partnering with pro footballer, Steve Young, and his two daughters Summer & Laila Young, as well as Venus Williams. All will lend their voices and experiences to inspire confidence in girls. Venus teamed up with Dove for the launch of the Body Confident Sport program in October.

This will be Dove’s first Super Bowl appearance since 2006.

Drumstick’s first-ever Super Bowl commercial features comedian, Eric Andre, in dire distress on an airplane. A flight attendant calls for a doctor and Dr Umstick, Drumstick’s spokesdoll, volunteers. He pulls out his bag filled with Drumsticks on ice. Everyone but Andre gets one.

Drumstick is also encouraging fans to sign a petition to make the day after the game a national holiday, aka #DrumstickMonday, for some unexpected fun.

In Booking.com’s Super Bowl commercial, Tina Fey hires body doubles to try out all the choices on Booking.com. Hilariously, some of the people Fey hires are her former co-stars from 30 Rock, including Jane Krakowski and Jack McBrayer. Glenn Close isn’t from 30 Rock, but she has a role too.

Glenn Close really did all her own stunts.

Kia has teased its Super Bowl spot by David & Goliath with a young figure skater, the message, “there’s power within us all. It’s what we do with it that matters,” and the new 2024 Kia EV9 three-row EV SUV.

“When we hear brands talk about their electric vehicles, we often only hear about the technical aspects of that power. For the Kia EV9, its power is capable of so much more. So, we instead wanted to build a campaign that positions power in a new way. As something we all have inside us. It’s how we use that power that makes all the difference,” stated Ben Purcell, chief creative officer at David&Goliath. “In the teaser campaign, we see the eyes of a young ice skater and the eyes of the EV9. They both stop us in our tracks and tease us to what’s to come. Is this just the beginning of a bigger launch of an all-electric, all-wheel drive three row SUV that has the power to make us feel something? You’re about to find out.” 

The 60-second Super Bowl spot, scheduled to air during the fourth quarter of Super Bowl LVIII, is the centrepiec of the campaign to launch Kia’s new flagship vehicle.

“We’re excited to kick off the marketing campaign for the Kia EV9, the first mass market three-row EV SUV in the U.S., with our Super Bowl spot which will highlight the power we all possess – both literally and figuratively – to help make our dreams come true,” noted Russell Wager, vice president, marketing, Kia America.

Bounty paper towels captured attention last year without running a TV commercial. Its NFL playoffs and Super Bowl campaign was all about the undeniable connection between football, wings and Bounty. According to Bounty, last year 1.45bn chicken wings were devoured during the Super Bowl alone – creating a lot of messy fingers.

This year, Bounty isn’t running a commercial during the Super Bowl either. But it is planning to help clean up, with the help of NFL Star duos, Rob Gronkowski and Julian Edelman, DeVonta Smith and AJ Brown, Damar Hamlin and Dane Jackson, Ja’Marr Chase and Tee Higgins, who will show off their wings and Bounty pairings.

Bounty’s Super Bowl (actually pre-Super Bowl) commercial launched on YouTube a month ago, featuring New England Patriots greats, Julian Edelman and Rob Gronkowski, ribbing each other while eating chicken wings. The four-and-a-half minute video has already been watched more than half a million times.

Google’s Super Bowl spot is this year’s heart-squeezer, the story of a blind man who uses Google’s AI-powered accessibility feature, Guided Frame to document his life, from finding love to starting a family. The commercial, developed and created by Google’s Creative Lab in collaboration with GUT and directed by blind filmmaker, Adam Morse, will air during the Big Game’s second quarter.

In Peta’s Super Bowl spot, Edie Falco (Carmela Soprano in the Sopranos) – now apparently living a more normal existence – is interrupted from her cooking by two burly, underworld men, who steal her cheese. But the real crime is the treatment of dairy cows, where newborn calves are removed from their mothers so that their milk can be sold for humans. The commercial ends with the heartfelt message, Cheese isn’t your baby. But it robs a mother of hers. Go vegan.