The Super Bowl is not only one of the biggest sporting events of the year, but also a highlight in the advertising calendar: over 100 million people tune in and over 50 companies compete for their attention.
Companies have spent nearly $7 million apiece on a 30-second spot, pulling out all the stops in hopes of capitalizing on the buzz.
Traditionally there is a lot of competition when it comes to making their advertising stand out, but this year companies seem to have learned from last year's Bud Light controversy and have decided to play it safe.
In the commercials released so far this year, Budweiser has brought back its iconic Clydesdales, Lionel Messi stars in an ad for Michelob Ultra, and Jennifer Aniston forgets that she worked with David Schwimmer in Friends for Uber Eats.
Taylor Swift's influence on the Super Bowl this year has also impacted ad sales, with three beauty brands investing in commercials to appeal to a boom in female fans who will be watching the game this Sunday.
Not all companies release their ads before the big day, so there are still some surprises, but here's a roundup of the best ads so far…
Booking.com
Tina Fey hires body doubles to help her visit various hotels
This ad from Booking.com stars Tina Fey as she hires a series of body doubles to try out as many different destinations as possible on the site.
Jane Krakowski and Glenn Close step in to ride for her and shop for her on Rodeo Drive.
The last line sums up the message: “With so many options, you can book whoever you want.”
bud light
According to the Wall Street Journal, the Bud Light ad will run for 60 seconds – and cost a whopping $14 million.
It features the “Bud Light Genie” who can make your dreams of being “filthy rich” or having an “epic evening with your favorite celebs” come true.
NFL legend Peyton Manning and rapper Post Malone can be seen in the party scenes.
The light-hearted ad is the beer maker's attempt to regain popularity and sales after a disastrous campaign with transgender influencer Dylan Mulvaney last year.
Bud Light was accused of alienating its traditional customer base by partnering with Mulvaney, prompting many conservatives – including Kid Rock – to boycott the brand.
Budweiser
The legendary Clydesdale horses are back in Budweiser advertising
Anheuser-Busch also spent an estimated $14 million this year on a 60-second slot promoting Budweiser as it sought to recoup sales from last year's disaster.
The beloved traditional Clydesdales are back in a nostalgic ad that tells the story of a snowstorm that threatens to derail a delivery to a small-town bar.
A Labrador leads the horses to save the situation and help Budweiser make the delivery to the delight of the townspeople.
BMW
Christopher Walken meets a number of people who all try to impersonate him
Christopher Walken stars in the BMW commercial “Talkin like Walken,” playing himself as he meets a series of people who all try to imitate him.
Everyone from Ashley Park in Emily in Paris to Usher does their best to impersonate him.
The ad ends with the slogan “There is only one Christopher Walken.” And only one ultimate driving machine.'
“The reality is that everyone has a Walken impression. But there is only one original,” said ad maker Rich Silverstein.
Doritos
Two grandmothers engage in a chase with Top Gun: Maverick actor Danny Ramirez, who has taken the last pack of Doritos from a store shelf.
They chase him on their electric scooters before setting off on the zipline to knock him to the ground and retrieve the Doritos.
Just when they think they have it all to themselves, Jenny Ortega reappears and politely takes the bag from their hands.
The slogan: “Grab your bag now, before Dina and Mita do.”
Dove
Dove has launched one of the ads targeting the expected increase in young women watching the Taylor Swift-related Super Bowl.
The ad begins with the song “It's the Hard Knock Life” with clips of girls having mishaps while playing sports.
Then we see a young girl looking critically at herself in the mirror to drive home the message: Lack of body confidence is what causes girls to give up sports, not mishaps.
DoorDash
DoorDash took an unusual approach with its Super Bowl advertising and ran a competition.
They offer a spectator the opportunity to win anything that is advertised by other companies during the game, including BMW, Doritos and even mayonnaise.
It encourages viewers to “visit doordash-all-the-ads.com for a chance to win everything from football's biggest event” and use the promo code on the day for a chance to win.
Etsy
Americans are using Etsy's new “Gift Mode” to decide what to give the French
Online marketplace Etsy is promoting its new “Gift Mode” to help shoppers find gifts for friends and loved ones.
In the ad, Americans try to figure out what they could give France in gratitude for the Statue of Liberty.
They consult Etsy and end up choosing a giant cheese board, which is happily received.
Google has captured the hearts of viewers with its ad that follows a blind man using the new Guided Frame.
Guided Frame is a new accessibility feature that uses sound, animation and vibration to help you photograph and capture moments in your life.
The advert shows blind director Adam Morse getting help by taking photos of his dog and his dinner and taking selfies.
Hellmann's
In the Hellmann's commercial, Kate McKinnon discovers that her cat can talk.
But it can only say one word: “May-ow.”
The “May-ow” cat makes her famous and triggers a mayo-buying frenzy. Kate starts a date and then even dumps Pete Davison.
Michelob Ultra
Lionel Messi appears in a Super Bowl commercial for the first time ever, showcasing his soccer skills and showing his loyalty to Michelob Ultra.
In the ad, Messi goes to a beach bar and then plays soccer in the sand.
He gets an endorsement from NFL star Dan Marino and even a nod from Ted Lasso's Jason Sudeikis.
Mountain Dew
Aubrey Plaza flies kites with Nick Offerman
In this ad, Aubrey Plaza puts the beverage brand's slogan, “Having a blowing,” to the test.
In her famously dry speech, Plaza explains how drinking a Mountain Dew can liven up any situation.
She goes to a pool party, rides an elevator, goes to a disco and even flies on a kite with her “Parks and Recreation” co-star Nick Offerman.
M&Ms
In the M&M's commercial, the chocolate company shows off its new ring, which it says it will give away to the runner-up in the Super Bowl.
With the help of “almost champions” Dan Marino, Terrell Owens and Bruce Smith, the chocolatiers say they turned peanut butter M&Ms into diamonds.
Scarlett Johansson even makes a cameo to help out.
Oreo
Kris Jenner uses twisting an Oreo to decide whether her family should appear on a reality TV show
In their ad, Oreo imagines how people throughout history use an Oreo to make difficult decisions.
They spin the Oreo and then when the frosting is on the right side they make one choice and when it is on the left side they make another, like flipping a coin.
Kris Jenner used this technique in the early 2000s to decide whether her family should appear on a new reality show.
Paramount+
Patrick Stewart climbs a “mountain of entertainment” with other Paramount characters.
Patrick Stewart stars in a Paramount+ commercial in which he and other characters attempt to climb a “mountain of entertainment.”
Drew Barrymore and Survivor host Jeff Probst, as well as the cartoon character Peppa Pig, appear throughout.
In the icy mountain landscape, the actors wore different costumes.
Popeye's
Comedian Ken Jeong wakes up from a deep freeze to try the best chicken wing in the world
The fast food chain Popeyes has treated itself to a 60-second spot with actor and comedian Ken Jeong.
Jeong was cryogenically frozen for 52 years so he could live until the best chicken wing was invented.
When he wakes up, he discovers the Popeyes chicken wing as well as self-driving cars, drones and massage chairs.
Pringles
A gas station clerk points out that Chris Pratt looks like the Pringles man with a mustache.
She shares a photo of him online and it goes viral.
The tagline is: 'What happens when Chris Pratt gets in pain and suddenly looks like Mr. P? Well, the world can't unsee it.'
Starry
Pepsi-Co's new lemon-lime drink is making its debut at the Super Bowl
Starry, Pepsi-Co's new drink, makes its Super Bowl debut with this ad featuring rapper Ice Spice struggling with a breakup.
Ice Spice spends time with the Starry lemon and lime characters under the slogan: “It's time to see other sodas.”
T Mobile
Jason Momoa is welcomed to the neighborhood by Zach Braff and Donald Faison
Jason Momoa shows off his singing skills in a T-Mobile Super Bowl commercial.
Zach Braff and Donald Faison welcome the actor to their neighborhood with a song and dance.
Uber eats
Victoria and David Beckham star in the Uber Eats advert, forgetting the name of the Spice Girls
The most star-studded Super Bowl ad yet stars Jennifer Aniston, David Schwimmer and David and Victoria Beckham for Uber Eats.
The ad is based on the premise that in order to remember what Uber Eats delivers, you have to forget something else and “clear a little space in your brain.”
Jennifer Aniston forgets who David Schwimmer is while Victoria Beckham forgets the name of the Spice Girls.