America is gearing up for the Big Game on Sunday, 8 February: when the New England Patriots will take on Seattle Seahawks.
And beverage brands have been flexing their creative muscles with spots released ahead of the game.
Here’s a sneak peek of some of the campaigns Americans will be treated to.
Pepsi: Polar bear takes on the cola taste test
‘The Choice’, directed by Academy Award-winning filmmaker Taika Waititi, follows a cola-loving polar bear who blind-taste-tests Coke and Pepsi.
Set to Queen’s anthem, ‘I Want To Break Free’, the polar bear chooses Pepsi Zero Sugar over Coke Zero Sugar.
The return of Pepsi Zero Sugar to the Super Bowl comes following a year of strong growth for zero and lower sugar soda: Pepsi Zero Sugar grew 30.8% (nearly double the zero-sugar cola category), reaching more than one million new households.
Danone’s Oikos: Shaking up protein
Starring Kathryn Hahn and pro football player Derrick Henry, Danone’s Oikos add features Oikos Protein Shakes and Oikos Triple Zero high protein Greek yogurt cups.
Set within San Francisco’s legendary hills, the ad delivers a humorous and inspiring take on finding strength when facing life’s uphill battles: thanks to Oikos’ protein-packed line-up.
Oikos’ RTD protein shakes come in three flavors (chocolate, vanilla and salted caramel), with each 12 fl oz bottle containing 30g of protein, 5g of prebiotic fiber and vitamins A and D.
Michelob Ultra: Winter Games
Michelob Ultra returns to the Big Game with a campaign that combines two of the biggest cultural moments of the year: the Super Bowl and Olympic Winter Games.
Set on the slopes, ‘The Ultra Instructor’ is directed by Top Gun: Maverick and F1 filmmaker and action movie aficionado, Joseph Kosinski.
It features big names such as Holly wood icon Kurt Russell and actor Lewis Pullman, making their Super Bowl debut alongside Olympic gold medalist Chloe Kim and Olympian and NHL champion T.J. Oshie.
The spot follows Russell as a legendary instructor, who coaches Pullman’s character on how to unlock his competitive edge. Cue the soundtrack: ‘Eye of the Tiger’.
Budweiser: A Clydesdale and bald eagle
Budweiser is back at the Super Bowl: this year celebrating 150 years of brewing in the US.
Called ‘American Icons’, its ad features two popular animals: Budweiser’s Clydesdale, and a bald eagle.
Directed by Academy Award-nominated filmmaker Henry-Alex Rubin, the 60-second spot will air during Super Bowl LX and on Budweiser’s digital channels.
Bud Light: Post Malone, Shane Gillis and Peyton Manning reunite
The trio is back in action. United by Bud Light’s keg, the party shows the great lengths fans will go to for a crisp Bud Light.
The upcoming spot marks another Super Bowl moment for the lineup: Peyton Manning’s fourth, Post Malone’s fifth, and Shane Gillis’ second Super Bowl commercial with Bud Light, the Official Beer Sponsor of the NFL.
