Kraft Foods has made a comeback after an eight-year absence to launch a new product during the big game.
"The brand we are featuring at this year's Super Bowl is a sports drink, MiO Fit, so what better venue than the largest sports platform?" said Doug Weekes, Kraft's vice president of refreshment beverages.
Kraft hired "30 Rock" star Tracy Morgan for the spot. The ad won't be aired in its entirety before the Super Bowl, but two teasers have been released ahead of the game. The new sports drink is intended to be added to regular water to customize the drink to the consumer's taste and is designed to compete with some heavy players in the sports drink category including Gatorade and Powerade. Morgan will talk about what has changed in America along with sports drinks in the spot.
Taco Bell's commercial is also a comeback after a two-year break from the big game.
"What's different for us is that we are doing a brand ad rather than a product ad," Creed said.
Its "Live Mas" ad (mas means "more" in Spanish) features elderly people sneaking out of their retirement home at night and living it up like teenagers by partying, dancing and, yes, eating Taco Bell.
"It's not just about the game, for us it's about the game, during the game and after the game. I want all to say, Sh, Sh, Sh ... Stop, Stop, Stop — here comes the Taco Bell," Creed said, adding that the company will be giving out free Churros on Monday.
And who knows — with companies leaking their commercials ahead the Super Bowl, maybe more viewers will watch the showdown in New Orleans between the Baltimore Ravens and the San Francisco 49ers for the game ... and not just the commercials!