Even the Super Bowl halftime show has a teaser in the brands’ competition of the year. This year the show is Usher’s moment in the sun:

A mysterious teaser indeed. Reese’s is making “a big change” to its peanut butter cups. All will be revealed in the brand’s first Super Bowl commercial since 2020.

Meanwhile, two 15-second teasers suggest that it’s not the most popular, but possibly most provocative, Super Bowl announcement.

Drumstick’s Super Bowl debut teaser features Eric André, but also a burly customs inspector and ice cream desire.

Dorito’s is also testing people’s nerves with a supermarket shelf featuring no Dynamitas. Jenna Ortega mirrors America’s reaction to the disappearance.

Lolly brand, Nerds, is getting people excited about its first appearance at the Super Bowl with a little sexy Flashdance parody, in which singer-songwriter and TikTok superstar, Addison Rae, is coaching someone to dance – but who?

Hellmann’s mayonnaise has revealed it is bringing two celebrities to the Super Bowl. One is human, Saturday Night Live regular, Kate McKinnon. The other is a cat called Mayo Cat.

The 30-second ad by VML, the brand’s fourth Super Bowl appearance, will highlight the brand’s multi-year Make Taste, Not Waste platform, which aims to inspire viewers to reduce food waste by transforming leftovers into delicious post-game meals.

Meanwhile, while fast food chain, Popeyes is a Super Bowl first-timer this year, it has grasped the idea of the teaser like a pro. Its campaign by McKinney also features an actor and comedian, Ken Jeong, and an animal – his dog, Mocha.

Jeong also earned a star on the Hollywood Walk of Fame last year and was recently named the Trailblazer Comedian of the Year at the Critics Choice Awards. In the teaser, Jeong is a man who waited 52 years for perfection. The Wait is Over:  

Coors Light is bringing the Chill Train back to this year’s Super Bowl after ten years, and owner Molson Coors Beverage Company is offering fans the chance to ride on it virtually during its Super Bowl commercial. Booking for one of 100 virtual seats on the train will become available from January 28, when the teaser airs during the NFC championship game in the US.

The CGI train featured will speed through North America and straight through the Rockies in its commercial at 900 mph. For those unable to catch a glimpse of themselves in the 30-second spot, a special slow-motion, extended version will also be released online for viewing.

In M&M’S teaser by BBDO New York, the colourful M&M characters provide comfort to Dan Marino, Terrell Owens and Bruce Smith, three NFL Hall of Fame Legends who just missed earning a Super Bowl ring in their respective Big Game appearances. The almost champions are introduced to the first-of-its-kind M&M’S Almost Champions Ring of Comfort featuring real diamonds made in a specialised lab from the US’ famous comfort food – peanut butter, notably the peanut butter that makes M&M’s so comforting.

The ring’s massive diamonds were made from M&M’S peanut butter by exposing it to a high-pressure environment, including 3,000°C temperatures and 800,000 pounds per square inch of pressure, before grinding and grading the diamonds into their final form. The 14K gold ring is adorned with a diamond-encrusted replica of Mars’ beloved M&M’S Orange character. When the ring is opened, a secret internal compartment reveals a mini replica of a football stadium designed to house a single Peanut Butter M&M’S.