Mercedes-Benz’ new A-Class car includes the Mercedes-Benz User Experience (MBUX), which is a big name for an Alexa-like capability. It uses voice recognition to allow drivers to play music and change the lighting and temperature inside the car.

If it makes drivers feel omnipotent, great. That’s how they’re meant to feel according to Merkley+Partners’ Super Bowl spot for the brand, which features a man who is able to use his voice as a super power to rip up parking tickets, change don’t walk signs to walk, make an ATM machine rain money, etc.

The spot gets wilder as the it progresses with Wiley Coyote, PGA champion, Rickie Fowler and Lassie becoming part of the man’s superhuman feats. The 60-second commercial was directed by Noam Munro with visual effects by Blacksmith and cartoon animation by ATK PLN, and will run in the second quarter of the game.

Bubly has released its Super Bowl ad, a spot that’s overshadowed by its teaser – which was brilliantly witty, short and sharp.

https://youtu.be/kiI8ybstaG4

The campaign was created by Goodby Silverstein & Partners and will appear in the third quarter.

Microsoft is returning to the Super Bowl after four-years of not playing in the other big game of the year. It has come with a very functional 60-second documentary ad, We All Win, promoting the Xbox Adaptive Controller, which is designed for gamers with disabilities. The ad is topical. Disability was a leading subject at Davos this year, but it’s also an emotive ad perhaps designed to show that the huge corporation also has a heart.

https://youtu.be/_YISTzpLXCY

Bumble’s full Super Bowl ad offers no surprises. As the teaser did, Serena Williams states her case for being a strong woman able to make the first move in life.

https://youtu.be/l_FWKLpoGBc

Avocados for Mexicos’ ad is characteristically bizarre. It’s a dog show in reverse. Dogs show off their humans. Avocados are squeezed into the idea by being the show prize for which the dogs are competing. The ad features actress, Kristin Chenoweth as one of the commentators. It was created by Energy BBDO and will run during the second quarter.

As part of the campaign, Avocados From Mexico has partnered with Adopt a Pet to create a dog matching service called Match Dog Com using IBM Watson, as well as a fictitious news portion of its site called Barking News, produced with partner, The Onion.

https://youtu.be/yQqLxI57zdo

Here’s a compilation of the full Super Bowl ads released so far:

https://www.youtube.com/watch?v=W13VNXLHhxA