What does a brand do to get noticed? Hire a celebrity. At this year's Super Bowl on February 5, viewers will be treated to ads featuring movie stars, pop icons and sportsmen. And if last year's ad spend is anything to go by, it could cost brands almost $380 million.
CNBC takes a look at the marketing efforts associating their brands with famous faces.
Drinks company Bai Brands announced last week that pop star Justin Timberlake, its "chief flavor officer," would star in its 30-second Super Bowl ad to air during the first half of the game.
The company won't be revealing the ad before the event, but Ben Weiss, founder and chief executive of Bai said in an emailed statement: "Justin has been working closely with our team on several new projects and we are excited to see them all come to life in 2017. This is just the beginning."
The ad was developed by an in-house team led by chief creative officer Chad Portas. In November 2016, the Dr Pepper Snapple Group agreed to buy Bai Brands for $1.7 billion.
Lexus unveiled its 60-second "Man and Machine" Super Bowl commercial on Monday, which features street dancer Lil Buck in a spot that "recognizes the parallels between the shapes and movements of the human form and the power and athleticism of Lexus' most premium models," according to an online statement. It also revealed a new global tagline, "Experience Amazing," voiced by actor Minnie Driver.
Squarespace continues its partnership with actor John Malkovich, who launched his fashion website on the platform, in a 60-second pre-game commercial as well as a 30-second spot within the game itself, a spokesperson confirmed to CNBC.com via email.
Previously, Squarespace has featured comedians Key and Peele (2016) and actor Jeff Bridges (2015), and ran its first commercial in the big game in 2014, which it made in-house. Squarespace worked with creative collective John x Hannes on this year's commercial.
"Ghostbusters" actor Melissa McCarthy is set to star in a 60-second spot for its new hybrid, the Kia Niro, airing in the third quarter of the Super Bowl, it said in an online statement. Two 15-second ads by agency David&Goliath launched last week, narrated by the actor, and a short big game teaser ad showing her being chased by something out of shot launched Monday. Last year, Kia featured Christopher Walken and a sock puppet in its 60-second ad during the Super Bowl.
The "Girls" and "Star Wars" star will feature in the Mars-owned chocolate brand's Super Bowl ad, continuing its "You're not you when you're hungry" theme, it said in an online statement. This is the fifth time NFL sponsor Snickers has advertised during the big game, following its 2010 debut with the then 88 year-old actor Betty White. This year's spot is by agency BBDO New York.
Intel launched its 30-second Super Bowl ad on January 12, starring quarterback Tom Brady. The "Brady Everyday" spot highlights Intel's 360 replay technology, which will also be used during the game, the company said in an online statement. The technology lets broadcasters "pause" parts of the game and view it from different angles, and viewers will also be able to get a view from the field with Intel's "Be the player" technology.
The pizza brand has been a pre-game sponsor for more than 10 years, and this year's campaign will feature George Takei, best known for his role as "Star Trek's" Hikaru Sulu, in a spot by Droga5 New York, the agency told CNBC.com via email. Last year, Pizza Hut sold nearly $12 million in food ordered online or via mobile on Super Bowl Sunday. Take-out is big business during the game, with around 48 million Americans ordering it for each Super Bowl, according to the National Restaurant Association.
This year, Pepsi will promote its zero sugar variant during the Super Bowl's halftime show, which Lady Gaga will headline, according to an article on NFL's website. The soft drinks brand has launched a competition for fans to be guests at the performance, Lady Gaga's second at the event. More than 116.5 million viewers watched the halftime show in 2016, according to the NFL.
Website-builder Wix launched its 60-second big game commercial on YouTube last week, starring "The Expendables" actor Jason Statham and "Wonder Woman" star Gal Gadot, who fend off various attackers in a restaurant, as unwitting chef Felix dons headphones and works on his new website.