BBDO New York is turning the candy-covered chocolate drops, M&M’s, into useful tools in the brand’s first Super Bowl sport since 2019 and its sixth in the last ten years. The Super Bowl spot suggests that M&M’s are a thoughtful way to apologise (albeit ironically) for life’s little irritations and bring people back together.

Come Together will air during the first commercial break after kickoff and features Dan Levy as well as a Karen joke. It was directed by Matt Aselton from Arts & Sciences.

The Mars Wrigley brand gave its 30-second Super Bowl spot a mighty preview, during a 9am Zoom meeting watched by 50,000 people, hosted by M&M’s yellow spokescandy and featuring an appearance by M&M’s auto racing partner and former, Washington Redskins, coach Joe Gibbs, who doesn’t appear in the commercial. In the presentation, yellow M&M offered a coupon code for M&M’s, suggesting it was for those who vote the spot up in the USA Today Ad Meter poll.

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The answer to why Will Ferrell hates Norway in General Motors’ Super Bowl teasers has been answered, and yes, as was suspected, it’s because Norway leads in electric vehicle uptake – and Ferrell is patriotic.

In the 60-second McCann Worldgroup commercial, No Way, Norway, an angry Ferrell recruits a crew (Kenan Thompson and Awkwafina) to go to Norway and “crush” the Norwegians. Things don’t go to plan but Ferrell manages to squeeze in some product features about GM’s electric vehicles and the commercial ends by highlighting GM’s ambition to launch 30 new EVS by 2025. The commercial was directed by Jake Szymanski.

The Super Bowl ad fits into GM’s “Everybody In” EV awareness campaign which launched in early January. 

Watch the teasers:

Klarna is making its Super Bowl debut. The 30-second spot by Miramar, the agency begun by ex-JohnXHannes co-founder, John McKelvey, in 2019, aligns with Klarna’s bizarre and playful bent in advertising. It stars Maya Rudolph – actually four quarter-sized Maya Rudolphs – to highlight its payment system of four interest-free instalments.

The spot will air in the fourth quarter of the game.   

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US sandwich chain, Jimmy John’s is also making its Super Bowl debut and tts agency, Anomaly, is also relying on bizarre humour and a celebrity, in this case, Brad Garrett (Everybody Loves Raymond) and his signature moaning. Garrett plays Tony Bolognavich, The King of Cold Cuts, who is put out by the arrival of the competitor and does what he can to remove its threat.

The spot was directed by Australian, Craig Gillespie (I, Tonya).

The Super Bowl commercial is a 30-second version of this 100-second epic:

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Uber Eats’ Super Bowl spot by Special Group is the maddest of all and will possibly be the most popular, given that it’s built on the tenth-highest-grossing film of 1992 that is also the highest-grossing film based on a Saturday Night Live sketch and still has a cult following.