Watch the Best and Worst Super Bowl LVIII Ads

16 minute read
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Hype is high for the NFL’s Super Bowl LVIII, featuring the Kansas City Chiefs and San Francisco 49ers on Feb. 11 in Las Vegas. The big game also showcases America’s most expensive commercials expected to reach millions of eyeballs.

It helps that Chiefs player Travis Kelce’s girlfriend, TIME Person of the Year Taylor Swift, has brought an economic boost and new fan base to the already lucrative franchise. Fans can expect to shell out more than $12,000 on average for a ticket to this year’s Super Bowl, but advertisers are pulling out even greater bucks, with a 30-second ad during the game costing $7 million. The cost was the same last year, but is double the price it was in 2012, according to Statista.

With 115 million viewers watching the big game last year and even more expected this time around, advertisers are putting their best foot forward.

Here is our best and worst round-up of the Super Bowl LVIII ads.

Most heartwarming: Cetaphil on the ‘Taylor Swift effect’

Skincare brand Cetaphil released an ad highlighting how Swifities’ interest in football has brought daughters and dads together. While the commercial does not explicitly mention Taylor Swift, the teen wears colorful friendship bracelets that fans trade at the artist’s concerts. Eventually, the young girl accepts the number 13 jersey her father offers to her—13 is Swift’s favorite number—and sits down with him to watch the NFL game on the couch, having previously been tucked away in her room.

At the end viewers see the girl give her father a gift of her own, a bracelet that reads “Dad, I love [you].”

Most star-studded: Jennifer Aniston, David Schwimmer, the Beckhams, and Usher for Uber Eats

Food delivery service Uber Eats brought in strong talent for their commercial on the theme of forgetfulness. The ad starts with Jennifer Aniston receiving a bag of groceries from an assistant on set. “You know what they say, in order to remember something, you have to forget something else,” she says.

The forgotten thing in question ends up being her Friends co-star and colleague of ten years, David Schwimmer, who tries and fails to greet his old friend. But Ross and Rachel aren’t the only power couple to feature in the ad.

David and Victoria Beckham also appear. Their son Brooklyn Beckham recently launched a pop-up restaurant with the company in London.

As if there weren’t enough celebrity cameos, Rapper Jelly Roll can’t remember his own face tattoos and the ad ends with Usher—who is due to perform during Sunday’s halftime show—saying, “I hope I get to play a half-time show some day, man.”

The campaign concludes with the message: “Whatever you forget, remember, Uber Eats gets anything.”

In a Super Bowl ad teaser, released before the full commercial, the Beckhams poked fun at a viral scene from David’s Netflix documentary, where Victoria said their families were “very working class” before her husband told her to “be honest” about which car her dad drove her to school in—a Rolls Royce.

Victoria, wearing a shirt that read “My Dad Had a Rolls Royce,” said they were starring in a “little” commercial. David told her to “be honest” that it’s for the Super Bowl, although the British couple pretended to get confused whether it’s for baseball or hockey.

Social media users in comments on Instagram loved the teaser, calling it hilarious.

Most self-deprecating: Ben Affleck for Dunkin’ Donuts

Ben Affleck poked fun at himself being called bored at the 2023 Grammys for the Dunkin’ Donuts Super Bowl ad. His wife Jennifer Lopez shared the clip to her Instagram account with a single donut emoji.

The ad follows Affleck as he tries to appear less bored by launching a music career to keep up with his wife. "He's bored? No. He's studying, always watching. I can do that. How hard can it be?" he asks while sipping Dunkin’ coffee. He even coins his own rival nickname BLo, before acknowledging it’s bad.

The actor meets up with influencer Charli D’Amelio, who is unfamiliar with who Affleck is, but does know of Lopez. 

Following a montage of his efforts to become a musical sensation, the ad ends with Affleck placing a donut necklace on and saying: “They tell you you’re no good. You're a goofy, middle-aged, clumsy white guy with no rhythm and you can't sing on key, you're not coordinated. That means I can't be a pop star? Underestimate Boston, mmm, at your peril.”

Most cross-generational: Christopher Walken, Usher, and Ashley Park for BMW.

In their 60-second Super Bowl commercial titled “Talkin’ Like Walken,” BMW invites stars such as Usher and Emily in Paris actress Ashley Park to do their best impression of Christopher Walken’s distinct voice. Walken grows tired of the impressions from his hotel valet, tailor, makeup artist, and barista before he encounters this year’s half-time show performer Usher.

“Don’t you got somewhere to be?” Walken asks Usher, who nods to one of his biggest hits of the same name when he answers, "Yeah.” Walken then drives off, dismissing imitations in life and the automobile industry. 

Most bizarre: Knuckles, Drew Barrymore, and others for Paramount+ 

A commercial for Paramount+ features a range of stars, including Miami Dolphins quarterback Tua Tagovailoa, Patrick Stewart, Drew Barrymore, Dora, and even Knuckles (Idris Elba) from Sonic the Hedgehog.

Onlookers are hoping to reach the top of a mountain, prompting Tagovailoa to say that he could do so if he were a football. But in the absence of the actual ball, Stewart decides to throw Arnold, the lead character from the ‘90s television series Hey Arnold! who happens to have a football-shaped head, up the mountain. American rock band Creed then performs, and Stewart sings along, as everyone then watches Arnold fall short of reaching the top of the mountain. 

“A mountain of entertainment,” the ad says at the end, referencing the streaming service.

Most random: Jason Momoa, Zach Braff,and Donald Faison for T-Mobile

T-Mobile has returned with its eleventh Super Bowl ad featuring former Scrubs co-stars Zach Braff and  Donald Faison. The 60-second clip shows the comedic duo knocking on Marvel star Jason Momoa’s front door for a party that is canceled due to internet cable issues. The three men launch into a musical number about T-Mobile’s Wi-Fi services, which sees Momoa do a backflip and stand beneath pouring water. 

Actor Jennifer Beals also makes a guest appearance to tell Momoa, “Do it again with your shirt off,” before telling Braff and Faison not to take theirs off.

Most meme-able: Cardi B for NYX

NYX teased their Super Bowl ad, which riffs on Cardi B’s viral “That’s Suspicious” moment that became a popular TikTok sound. The makeup brand premiered a 15-second clip where Cardi B tries on their new shade of Duck Plump lip gloss.

The rapper says, “NYX Duck Plump? That’s suspicious. That’s weird. Freaky.” A full 30-second commercial will address the traditionally male-dominated football industry with a team of other powerful women.

Most laid back: Jeremy Renner for Silk 

In one of the more toned down Super Bowl 2024 ads, Jeremy Renner’s day is transformed by Silk, a plant based milk. The actor launches ingredients across his kitchen as he makes a strawberry smoothie and pancakes while singing James Brown’s “I Got You (I Feel Good).” The actor launches a wooden spoon at a carton of Silk Almond that pours into his surprised daughter's cereal.

Most Adventurous: Glenn Close and Tina Fey for 

The Super Bowl 2024 commercial from opens with comedy legend Tina Fey reclining in an outdoor chair on holiday and scrolling a myriad of choices on the travel app. “With so many choices on, there are so many Tinas I could be,” she says. The ad then launches into Jane Krakowski and Jack McBrayer portraying body doubles Fey has hired to play her alter egos Splurgy Tina and Rustic Tina.

Glenn Close also makes a cameo as Wild Tina, before she takes off her wig and steals one of Fey’s lines. 

Most Borrowed: Snoop Dogg, Martha Stewart, and Willie Nelson for BIC

In a campaign branded “Most Borrowed” Snoop Dogg and Martha Stewart—who have long worked together on cooking shows and other commercials—are joined by American country music star Willie Nelson in BIC’s pre-Super Bowl ad. Nelson is on a video call with Snoop and Stewart praising BIC’s EZ reach lighter, which he has borrowed or stolen from the rapper to use in hard to reach places. The ad concludes with Snoop shouting, “I want my big EZ reach lighter back.” 

Funniest: Kate McKinnon for Hellmann’s

In a Hellmann’s mayonnaise ad, actor and comedian Kate McKinnon, former Saturday Night Live (SNL) cast member and recent star of the Barbie movie, makes her cat famous after the feline meows—which sounds like mayo—inspiring McKinnon to make a meal with her leftovers.

The cat goes viral, inspiring mayhem in a supermarket and a media frenzy. In one scene, the animal appears on the red carpet with former SNL comedian Pete Davidson in a dig at his revolving dating life, while in another clip, McKinnon struggles to hold jars and the creature during a photo shoot.

The cat bears a resemblance to Swift’s feline that the pop star wore on her shoulders in her TIME 2023 Person of the Year cover shoot—a pose Swifties tried to recreate with difficulty.

Most nostalgic: Vince Vaughn and Tom Brady for BetMGM 

Gambling website BetMGM released its ad with actor Vince Vaughn poking fun at Tom Brady, seven-time Super Bowl champion who spent 20 seasons as quarterback for the New England Patriots. In the commercial, Vaughn says online betting is for everyone "but Tom Brady,” saying that “the truth is you’ve won too much Tommy, let others have their turn.”

Most star-studded: Suits cast for e.l.f.

Cast members of the TV show Suits, which experienced a resurgence this past year to become the most streamed show of 2023, have reunited for an e.l.f. cosmetics ad. In a teaser, members of the cast and other celebrities receive fake notices for “jury beauty” that say “you’ve been summoned”—except for one that quips “You’ve been served.”

The ad doesn’t feature former cast member Meghan Markle, who married Prince Harry in 2018.

Most global: Lionel Messi for Michelob Ultra 

Argentine soccer superstar Lionel Messi, who now plays for American club FC Miami, will star in a Michelob Ultra beer commercial. In a teaser for the ad titled “GOAT (Greatest of All Time) v. Dog,” Messi dribbles a soccer ball past a dog on a beach, ending with the words “game on.”

Quirkiest: Kris Jenner for OREO 

In a teaser for an OREO ad, Kris Jenner, matriarch of the Kardashian clan, recreated her daughter Khloé Kardashian’s viral technique to stack cookies in a jar. Jenner then twists an OREO to reveal cream on only one side—a debate around for as long as the cookie itself—and says she better go warn the kids. “It all starts with a twist,” the ad says.

Most underrated: Eric André for Drumstick

The ice-cream maker’s first Super Bowl ad features comedian Eric André going through airport security with a bag full of NESTLÉ’s Drumstick, prompting the security officer to “confiscate” one treat by eating it.

Most mysterious: Addison Rae for NERDS

TikTok influencer Addison Rae joins NERDS candy to give dance instructions to an unidentified student in their ad. The teaser leaves the audience hanging with the question “Who is Addison coaching?” 

Most cinematic: M&M’S 

Candy maker M&M’S released a mock cinematic trailer advertising its Peanut Butter M&M’S as the “ring of comfort” for “Almost Champions”—who didn’t win the Super Bowl and get a champion ring—with one scene reminiscent of Peter Jackson’s movie adaptions of J.R.R. Tolkien’s Lord of the Rings trilogy.

Most confusing: Bud Light 

Bud Light, which in recent years faced a boycott for its advertising featuring trans influencer Dylan Mulvaney, released a heartwarming Super Bowl ad last year depicting actor Miles Teller and his wife, Keleigh Sperry, dancing to phone hold music.

The beer producer released a teaser for its 2024 ad. The clip starts by showing an unrecognizable man with a Bud Light shirt, sunglasses and facial hair, before flashing to a stunned fan wearing a Denver Broncos jersey who exclaims “Are you?” before the video cuts.

Most straightforward: Chris Pratt for Pringles 

Actor Chris Pratt makes an appearance in Pringles’ ad teaser titled “Uncanny” with a mustache mimicking the signature facial hair of the cartoon figure on the chips’ can, ending in a staring competition. 

Most traditional: Budweiser 

The massive work horses that have become synonymous with Budweiser beer advertising will feature prominently this year after complaints that the company’s Super Bowl ad last year only featured a brief cameo of the creatures.

Most dramatic: Jenna Ortega for Doritos 

Doritos got Jenna Ortega, star of Netflix’s Wednesday, on board to act distraught by a clean sweep of the chip producers’ latest product Dinamita in a grocery store, in a teaser of the company’s ad.

Chillest: Coors Light 

Coors Light invites viewers to book a ride on the “chill train,” showing a can of its beer on train tracks in snow-covered mountains as a locomotive roars toward the camera. 

Classiest: Volkswagen 

The car maker is celebrating its 75th anniversary in the U.S. this year and released an ad paying homage to the arrival of its iconic Volkswagen Bug, called “An American Love Story.”

Most ironic: Arnold Schwarzenegger for State Farm

Former California Governor Arnold Schwarzenegger will feature in an ad for insurance company State Farm. In a cinematic-style teaser, the actor stars as an action hero “Agent State Farm,” in a play on the company’s slogan of being a good neighbor. The ad is ironic given that State Farm announced last year that it would stop accepting new applications for business, property, and casualty insurance in California, citing high costs in a state devastated by wildfires.

Grungiest: Kawasaki

Kawasaki is advertising its new off-roading vehicle RIDGE in a spot where the vehicle causes men and even animals to grow mullets, with the tagline “business in the front, party in the back.” 

Most fantastical: Aubrey Plaza for Mountain Dew

White Lotus actor Aubrey Plaza is starring in a Mountain Dew ad where she rides atop a dragon who keeps interrupting her, breathing fire, until she says in her trademark deadpan tone, “You’re a terrible scene partner.” 

Most athletic: Miller Lite

Beer producer Miller Lite boasts in its Super Bowl teaser that it’s “literally running 1,000 ads” for the big game in a clip that shows people pretending to run a race wearing Miller Lite paraphernalia or with the brand name and logo painted on their chests. 

The company’s marketing campaign is calling on customers to sign up online, starting Feb. 1, to spot a Miller Lite ad during commercial breaks on game day. The first 1,000 eligible fans will get $100, a Big Game Ad Kit and a Miller Game Time jersey, the company said. Others who spot an ad or jersey on the big day can also scan a QR code and potentially win part of $170,000 worth of beer money and rewards the company is doling out.

Most commercially savvy: Doordash

Doordash is playing up its status as a delivery service giant by introducing an online competition for a chance to win all other items being advertised in a dramatic teaser trailer.

Cleanest: J.J. Watt for Dawn Dish Soap

Former NFL player J.J. Watt teamed up with Dawn Dish Soap to promote the company’s deals to give away $1 million worth of Dawn Platinum and fly a fan and up to nine friends to a “wash party” in Scottsdale, Arizona, where they will watch the Super Bowl and Watt will do their dishes.

Throwback: Kevin Hart for DraftKings

Fantasy sports and betting site DraftKings unveiled its ad featuring comedian Kevin Hart acting out a twist on former Dallas Cowboys’ coach Jimmy Johnson’s famous post-game speech from 1992 when he proclaimed “How bout them Cowboys?” The ad ends with the tagline “The Crown is Yours.” 

Goofiest: Mr. T for Skechers

In an ad for shoemaker Skechers, former NFL player Tony Romo acknowledges that people misspell the brand name with a “T” in it before actor Mr. T appears to dispute him by wearing different models of the slip-on sneakers. 

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