Whether you watched the Super Bowl for the game, Rihanna’s triumphant half-time performance, or just to hang out with friends, we can’t deny the power of advertising between plays.
The Super Bowl is one of the most watched television events in the United States, giving advertisers massive and diverse audiences to engage with. With a limited number of spots available and the prestige associated with being featured during the game, many advertisers will spend on average $1 million to $2 million to produce a 30-second ad (according to Ad Age). However, some companies have spent significantly more than that, with production costs for some Super Bowl ads reaching as high as $11 million.
Keep in mind that the cost of production is separate from the cost of purchasing airtime during the game, which can vary from $5 million to $7 million.
With these high costs, we expect stellar performances from ads from companies like Amazon, Miller, Coors Lite, and even upcoming blockbusters like Strays and The Flash. Which ad did you enjoy the most? Let us know in the comments after the list of 2023 Super Bowl ads.
Watch All of the 2023 Super Bowl Ads
Amazon: Saving Sawyer
Dogs will always be a big hit in a Super Bowl ad, and Amazon does just that as they tell a story of a bored, destructive dog and a family’s choice to buy a crate for their solution.
Bush's Beans: Go bigger
NFL legend Peyton Manning shares the limelight with a talking dog as he promotes different ways of using beans.
Tubi: Faked you out
Tubi's commercial was just 15 seconds long, but the streaming service convincingly faked viewers out by letting them think someone in their own home had grabbed (or sat on) the remote and turned from the game to Tubi's listing guide. Tubi also had two other ads, but this was the most memorable.
NFL: Run with it
Yes, even the NFL advertises during the NFL's biggest game. This one is an action-packed tribute to the women of football starring elusive Mexican flag footballer Diana Flores.
M&Ms: Chocolate Clam Bites
M&Ms kicked off some controversy in late January with a fake announcement that the spokescandies mascots werebeing replaced with actress Maya Rudolph. That's not happening, but Rudolph plays it for all it's worth in the Super Bowl ad where she claims to be replacing the chocolate candies with chocolate-dipped clam bites.
Miller Lite/Coors Light: High Stakes Beer Ad
Prior to the game, Miller Lite and Coors Light had asked beer fans to guess how its big game commercial would play out, all for a chance to win a share of a monetary prize. Then, Blue Moon showed up to briefly take over the commercial.
Jeep: Electric Boogie
Jeep’s electric vehicles joined the electric boogie of the animals in the area.
Dunkin': Drive-thru with Ben Affleck
Ben Affleck tries his hand at working at a Dunkin' drive-through, shocking customers who recognize him, including his wife Jennifer Lopez.
Remy Martin: Inch by inch
Cognac brand Remy Martin goes the inspirational route with a rousing speech from Serena Williams on the importance of teams.
Xfinity: The next giant leap
Xfinity celebrates the launch of its 10G network by equating it to the moon landing. Comedian Will Forte dons a space suit to star in the ad.
Crown Royal: Thank you, Canada
Canadian whisky brand Crown Royal is taking its moment in the big game limelight to pump up its country of origin with a little help from Foo Fighter Dave Grohl (who was born in Ohio). If you like this one, check out Canadian guitarist Donna Grantis shredding O Canada on behalf of Crown Royal.
E-Trade: Baby goes to a wedding
The E-Trade baby is back and attending the wedding of two other babies.
The Farmer's Dog: Forever
Pet food company The Farmer's Dog goes for the heartstrings by showing a dog as a companion through one person's major life events. And yes, this commercial did make me cry.
DoorDash: We get groceries
Celebrity chef Matty Matheson joins Raekwon The Chef of Wu-Tang Clan and animated Nickelodeon character Tiny Chef to shop for the best and freshest groceries.
Squarespace: Adam Driver multiplies
While pondering how Squarespace can be a website that makes other websites, Adam Driver turns into many versions of himself.
Kia: Binky dad
A devoted baby dad goes on a quest to retrieve his child's beloved pacifier, becoming a viral hero along the way, in this ad for the Kia Telluride X-Pro.
T-Mobile: New neighbor
John Travolta joins Zach Braff and Donald Faison for a Grease-inspired musical number celebrating T-Mobile's 5G home internet service.
Avocados from Mexico: Make it better
Scary Movie star Anna Faris stars as Eve in an ad for Avocados from Mexico, an organization representing avocado growers. It imagines a better world where avocados have replaced apples. This is the extended "director's cut."
Peacock: Poker Face
Poker Face star Natasha Lyonne offers up some snarky commentary on Super Bowl ads in a promo for the new Rian Johnson series on Peacock. What's the deal with that kid in the Google Pixel commercial? She knows the truth.
Doritos: Jack Harlow
Jack Harlow takes inspiration from the shape of Doritos to spark a global triangle fad.
Pepsi Zero Sugar: Steve Martin and Ben Stiller
Not content with just one ad, Pepsi rolled out two separate entries it's calling "Great acting or great taste?" Steve Martin and Ben Stiller (look for the Zoolander cameo) ask whether Pepsi Zero Sugar tastes great.
A spirited dancer in front of a fountain is part of Turbo Tax's campaign urging people to do things they want to do, like dancing, and leave their taxes to professionals.
Google: Fixed on Pixel
Amy Schumer, Giannis Antetokounmpo, and Doja Cat fix their photos using the image-altering features of their Google Pixel 7 phones.
Mr. Peanut: The roast
Planters' Mr. Peanut gets a different kind of roast as comedians come together to tease the animated peanut-shaped mascot with the top hat and monocle. It's more than a short ad. Planters unleashed the full-length roast online.
Skechers: Snoop Dogg
Snoop Dogg shows off his Skechers kicks as he travels, delivers newspapers, gives an actual canine a haircut, and coaches football. A series of guest stars come along for the ride.
Dexcom: Feels like magic
Pop star Nick Jonas talks up the magic-like properties of the Dexcom G7 Continuous Glucose Monitoring system.
Paramount Plus: Stallone faces off
Sylvester Stallone stars in Paramount Plus' Super Bowl ad, which features several other stars from the streaming service's popular shows, including Dora the Explorer, Star Trek's Captain Pike, Lower Decks' Beckett Mariner, 911's Lieutenant Dangle, and Stallone's own daughters.
GM x Netflix: Why not an EV?
General Motors and Netflix have formed a partnership to promote electric vehicles, with Will Ferrell appearing alongside stars from Netflix films and shows likeArmy of the Dead, Bridgerton, Stranger Things, and Squid Gameto raise awareness.
Uber One: Diddy makes a hit song
Sean "Diddy" Combs gets to work creating a hit song for Uber One. He takes a tour through previous hits by singers like Donna Lewis and Ylvis in his quest for a catchy Uber-themed tune.
DraftKings: Free bet
Comedian Kevin Hart works his way through a star-studded party to advertise DraftKings' free-bet promotion for the Super Bowl.
Pop Corners: Breaking Bad reunion
PopCorners, a popped-corn snack from Frito-Lay, features Bryan Cranston and Aaron Paul reprising their famed Walter White and Jesse Pinkman characters from Breaking Bad for this ad.
Downy Unstopables: Mystery celeb revealed
Downy released a number of teaser spots about a mystery celeb who covered his face with a hoodie, saying he'd keep sniffing it until Super Bowl Sunday, testing the claim that Downy Unstopables keeps clothing fresh that long. In the final ad, he proclaims it true and takes a wild ride through a neighborhood.
Hellmann's: Who's in the fridge?
Hellmann trapped food-named actors Jon Hamm and Brie Larson in a giant refrigerator. Then comedian Pete Davidson shows up to make himself a ham and brie sandwich.
Rakuten: Clueless reunion
Rakuten has released an extended version of an ad featuring Alicia Silverstone and Elisa Donovan reprising their roles from the movie Clueless.
Booking.com: Somewhere, anywhere
Melissa McCarthy sings her heart out in an ad styled like a throwback musical full of bright costumes and big dance numbers.
Workday: Rock star
Workday brings some rock-and-roll glamor to enterprise software by enlisting real rockers Ozzy Osbourne, Gary Clark Jr., Joan Jett, Billy Idol, and Paul Stanley to chide "corporate types" for calling each other rock stars.
Michelob Ultra: New Members' Day
Beer brand Michelob Ultra is going all in on a golf theme for football's biggest day. The celebrity-studded, Caddyshack-inspired ad pits tennis superstar Serena Williams against Succession actor Brian Cox in a match for the ages. There's also anextended-cut version.
Michelob Ultra: Full Swing Gossip
Sports celebrities abound in an ad that combines beer with a promo for the Netflix golf docuseries Full Swing. The ad features a QR code that unlocks early viewing of the first episode of the series for a limited time.
Bud Light: Miles Teller dancing
Actor Miles Teller, his wife Keleigh, and their dog, Bugsy, decide to dance away the wait while on hold.
Oikos yogurt: Deion Sanders and family
Retired NFL star Deion Sanders and family engage in an epic strength competition at a family picnic in an ad for Oikos yogurt.
Budweiser: Six degrees of Bud
Bud passes a six-pack of bottles around in an ad that plays off the six-degrees-of-separation idea, as Kevin Bacon narrates. The commercial revamps a classic Budweiser slogan: "This Bud's for you."
Busch Light: The Busch Guide
Outdoorsy Busch Light spokesperson "Busch Guy" has an amusingly confusing encounter with singer-songwriter Sarah McLachlan in an ad that hinges on the definition of the word "shelter."
Sam Adams: A brighter Boston
Sam Adams’ “remaster” Boston Lager inspired “your cousin from Boston” to dream of a “brighter Boston,” in which Red Sox and Yankee fans hug it out.
Miller Lite and Coors Light: High-stakes beer ad
One of the more complicated Super Bowl ads for 2023 comes from a partnership between Molson Coors and the online betting site DraftKings. Eligible viewers could predict how the big game ad for Miller Lite and Coors Light would play out, and potentially win a share of $500,000.
Heineken 0.0: Ant-Man and The Wasp
Heineken took the buzz out of Super Bowl beer commercials by advertising its nonalcoholic Heineken 0.0 in partnership with Marvel Studios's Ant-Man and The Wasp: Quantumania. The beer brand kicked off the campaign with a brief teaser starring Paul Rudd as Ant-Man.
Pringles: Made you look
This ad focuses on people, including Meghan Trainor, getting Pringles cans stuck on their hands.
FanDuel: Kick of Destiny
FanDuel created excitement by airing a live commercial featuring Rob Gronkowski during the big game. Gronk attempted to kick a field goal and if successful, FanDuel bettors would have won a share of $10 million in free bets. Unfortunately, he was unsuccessful.
The Flash – Official Trailer
The Flash, directed by Andy Muschietti, gives Barry Allen (also known as the Flash) the hero's first-ever standalone feature film.
Strays – Offical Trailer
An abandoned dog teams up with other strays to get revenge on its former owner.