Super Bowl ads: Watch 2023's biggest commercials you may have missed
This has been CNBC's live blog tracking all the ads and action during Super Bowl LVII. Read here to learn more about the ads and to watch them again after they debut.
The Kansas City Chiefs defeated the Philadelphia Eagles in Super Bowl LVII. Rupert Murdoch and Elon Musk are gameday buds. And Rihanna is pregnant.
Not everyone was watching for the big game, though. The Super Bowl is advertising's biggest stage, with companies jockeying for a limited supply of spots to get their products in front of millions of consumers' eyeballs. Most of this year's advertisements sold for between $6 million and $7 million for a 30-second spot. Fox said it raked in a record amount of Super Bowl ad revenue this year.
Alcohol brands were big advertisers Sunday night, including spots from Anheuser Busch, Heineken, Diageo, Remy Martin and Molson Coors. Packaged food like Doritos, M&Ms and Planters, movie studios, streaming services, automakers and tech companies were also in the mix.
Absent this year will be crypto companies. Last year, four cryptocurrency companies shelled out millions for commercial spots during the big game. However, following FTX's bankruptcy filing and legal battles with the company's founder over a scheme to defraud investors, commercial deals with crypto advertisers fell through.
Sunday's game took place at State Farm Stadium in Glendale, Arizona. Rihanna is the halftime performer. This is the first time in a decade that the performance is not sponsored by Pepsi. Apple took over as part of a five-year deal with the National Football League.
It was the first time two Black quarterbacks have squared off in the Super Bowl. Jalen Hurts was behind center for Philly, and NFL MVP Patrick Mahomes ran the show for KC's offense.
Mahomes won the Super Bowl MVP, too, for his gutsy performance on a bum ankle.
Here are some of the biggest commercials:
M&M's 'spokescandies' return after Super Bowl ends
That was quick.
The so-called "spokescandies," a lineup including the red, yellow, green and purple M&M's, were back as the stars of M&M's commercials after the conclusion of the Super Bowl.
Earlier in the evening, an ad starring Maya Rudolph taking over as spokesperson and wrecking havoc on the iconic candies. She renamed them Ma&Ya's and changed them to chocolate-covered clam bites. The original 'spokescandies' returned to the relief of consumers.
Last month candy maker Mars said it was replacing the candy icons with Rudolph after facing right-wing criticism over its mascot makeover. On Sunday it declared the spokescandies were "back for good."
The Chiefs are champs again
The Kansas City Chiefs have won their second Super Bowl under coach Andy Reid and quarterback Patrick Mahomes, the NFL MVP. Final score: 38-35. A classic.
Did you just click the Tubi app? No, that was an ad
Free streaming service Tubi had Super Bowl viewers thinking they flipped the channel on Sunday.
In what appeared to be a return from the commercial break, with Fox broadcasters Kevin Burkhardt and Greg Olsen front and center, suddenly the Tubi interface appeared.
The ad-supported streaming service, owned by Super Bowl broadcaster Fox Corp, brought viewers into its interface, as if they were clicking around in the app. Front and center was Fox Nation original content, like "Yellowstone One-Fifty," the Kevin Costner-narrated program celebrating the national park's 150th anniversary. Super Bowl watchers tweeted their confusion.
Chiefs take the lead with seconds left
Harrison Butker redeemed an earlier miss to give the Chiefs a three-point lead with mere seconds left in Super Bowl LVII.
'Grease' is the word for T-Mobile 5G commercial
T-Mobile is calling out to "Grease" fans with its Super Bowl commercial.
The wireless company tapped John Travolta to reprise his part in the "Summer Lovin'" duet from the 1970s film to spread the word about its 5G home internet. Travolta gets some assistance from Zach Braff and Donald Faison, costars from the long-running sitcom, "Scrubs."
T-Mobile has been pushing its 5G internet and creating competition that has been hitting traditional cable providers recently.
Also on Sunday, the company released an advertisement for its internet featuring actor Bradley Cooper and his mom Gloria. The spot features a series of bloopers of the mother-son duo and playful jests about Bradley's bright pink shirt that Gloria said made him look like a "flamingo."
Melissa McCarthy travels in musical Booking.com ad
Booking.com features Melissa McCarthy singing an ode to the travel agency website in its second Super Bowl ad ever.
Throughout the 30-second spot, the Emmy award-winning comedy star and producer takes seconds-long visits to luxe locations. While popping into places like a Malibu beach house, a poolside resort, and a mountainside ski lodge, she sings the Booking.com original song "Somewhere, Anywhere."
Booking.com, a brand housed within Booking Holdings, debuted its first Super Bowl commercial last year starring Idris Elba, adding to the wave of travel promotion looking to capitalize on vacation demand pent-up from the pandemic.
The Super Bowl ad is a part of a larger Booking.com ad campaign with McCarthy. To launch the marketing effort, the travel agency is giving away 10,000 travel credits to 50 winners who enter the sweepstakes on social media.
— Rebecca Picciotto
Jalen Hurts scores a third rushing touchdown
Philadelphia's Jalen Hurts set a record for quarterbacks by scoring his third rushing touchdown of the game. And then he tied it with a two-yard conversion run.
He tied the overall rushing touchdown record held by running back Terrell Davis, too.
Ram addresses 'Premature Electrification'
Ram's 60-second "Premature Electrification" spot spoofs commercials for male sex-enhancement drug ads and indirectly takes shots at anxiety points associated with current all-electric vehicles, specifically pickup trucks.
The ad features electric vehicle owners, including couples, discussing problems they've had with their electric trucks in an innocent, yet sexually proactive way.
The spot debuts the production version of the all-electric Ram 1500 REV pickup that is expected to begin production next year. The truck debuted last month as a concept at the CES technology show.
It stars actor Jason Jones, a Canadian-American comedian best known for his work on HBO's "The Flight Attendant" and "The Daily Show with Jon Stewart."
– Michael Wayland
Chiefs now lead by 8
The Kansas City Chiefs are on a roll. After the longest punt return in Super Bowl history, the team scored a touchdown. They now lead 35-27 with under 10 minutes to go.
Turf war at State Farm Stadium
A shootout between the Philadelphia Eagles and the Kansas City Chiefs has been overshadowed by the very field Super Bowl LVII is being played on.
Throughout Sunday's game, players have had a hard time keeping their footing on the grass field at State Farm Stadium in Glendale, Arizona.
The new playing surface, which was installed two weeks ago, reported cost close to $1 million and was was grown at a local sod farm in Phoenix.
Players on the Eagles were seen swapping out their cleats, opting for footwear with higher spikes, in order to get a better grip on the loose surface. During the third quarter, Eagles kicker Jake Elliott skidded during a kickoff and slipped to the ground.
— Sarah Whitten
The Chiefs take the lead
Patrick Mahomes marched Kansas City down the field to open the fourth quarter with a touchdown. The Chiefs now have their first lead.
Comedians roast Mr. Peanut in Planters' commercial
Planters' mascot Mr. Peanut gets roasted by a plethora of comedians in the Hormel brand's commercial.
Jeff Ross, Natasha Leggero, Atsuko Okatsuka, Frank Castillo, Yamaneika Saunders, David Lucas, and Sarah Tiana step on stage to insult the cartoon character.
Despite roasting Mr. Peanut, it's a relatively tame commercial for Planters, who previously killed him in its 2020 spot and revived him as a baby in its 2021 ad. Mr. Peanut makes a reference to that death at the end of this year's commercial, saying he wished that Planters had killed him again instead.
– Amelia Lucas
'Binky Dad' goes viral in Kia Telluride ad
When parents forget a favorite binky for their baby, things can go sideways quick. It's why moms and dads will go to extreme lengths to keep or retrieve the child's treasured item.
That's the premise for Kia's 60-second "Binky Dad" ad that features a father driving a 2023 Telluride X-Pro who goes viral for attempting to retrieve a forgotten binky.
The commercial is set to 1976's "Gonna Fly Now," which is better known today as the "Rocky" movie theme music.
— Michael Wayland
Eagles kick field goal
Philadelphia went up 27-21 with a field goal in the third quarter. It was one of the seemingly rare times this game the Eagles didn't go for it on fourth down.
Rupert Murdoch, Elon Musk spotted together
Media mogul Rupert Murdoch was spotted sitting next to Tesla CEO Elon Musk during the Super Bowl.
The chairman of Fox, which is broadcasting the matchup, as well as News Corp was also seated with daughter, Elisabeth. Fox's broadcasters pointed out the duo of CEOs, while others tweeted about it, during the third quarter.
– Lillian Rizzo
Ben Affleck and Matt Damon have reunited for "Air," the story of the game-changing partnership between Michael Jordan and Nike's basketball division.
Affleck and Damon reunite as Nike executive Sonny Vaccaro and Nike co-founder Phil Knight. Viola Davis stars as Michael Jordan's mother Deloris Jordan.
– Sarah Whitten
Rihanna unveils pregnancy
Rihanna brought down the house with her Halftime performance – and also revealed she is pregnant.
The Grammy-winning pop singer donned a red, partially latex outfit. At one point, when the camera zooms out on her, she reveals her belly. After Rihanna rubs her stomach, Twitter was set into a frenzy of speculation she was announcing she is pregnant.
Her rep later confirmed the baby news to The Hollywood Reporter.
This marked Rihanna's first performance in seven years, and also since becoming a mother in 2022. The singer and rapper A$AP Rocky had a baby boy together last year.
– Lillian Rizzo
The Chiefs are still alive
The Chiefs scored a touchdown after a 10-play drive to open the second half. It's now 24-21, Eagles.
Rihanna seizes the Super Bowl spotlight
Halftime performer Rihanna descended into State Farm Stadium on Sunday, singing hit song "B---- Better Have My Money" before transitioning into a mash-up of "Rude Boy," "Where Have You Been," "Only Girl In the World" and "Diamonds."
Throughout the performance dozens of costumed performers danced on multiple elevated stages that hung from the stadium ceiling.
Here's Rihanna's full set list:
- "B--- Better Have My Money"
- "Where Have You Been"
- "Only Girl (In the World)"
- "We Found Love"
- "Rude Boy"
- "Wild Thoughts"
- "Pour It Up"
- "All of the Lights"
- "Run This Town"
— Sarah Whitten
'Creed III' trailer hits the Super Bowl
The trailer for the next installment in the "Creed" franchise aired during the Super Bowl on Sunday. The film arrives in theaters on March 3. Michael B. Jordan will reprise the role once again, this time battling Jonathan Majors in the movie.
Apple in. Pepsi out.
For the first time in a decade, the Super Bowl halftime performance is not being sponsored by Pepsi. Sunday's game marks the first year in a five-year deal that Apple will host the iconic musical event.
Rihanna is this year's halftime performer.
Over 120 million viewers watched the 2022 Super Bowl LVI Halftime Show, which featured Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar.
The partnership with the National Football League will be a key promotional platform for Apple, which has been associated with music since 2001 when it introduced the iPod digital music player. Financial terms of the deal were not disclosed.
— Sarah Whitten
'Ant-Man and the Wasp in Quantumania' trailer
"Ant-Man and the Wasp in Quantumania" arrives in theaters Feb. 17.
The film kicks off phase five of the Marvel Cinematic Universe and centers on Scott Lang (Ant-Man) and Hope Van Dyne (The Wasp) alongside Hope's parents Hank Pym and Janet Van Dyne and Scott's daughter Cassie as the explore the Quantum Realm.
In addition to interacting with strange new creatures, the group encounters Kang, the major villain of the Multiverse Saga, which encompasses phase five and six of the MCU.
— Sarah Whitten
The Farmer's Dog touches hearts with first ever Super Bowl spot
Direct-to-consumer dog food company The Farmer's Dog is making a leap at a national audience with its first ever Super Bowl ad.
The company, which makes dog food from human-grade ingredients, unleashed the 60-second spot during the big game Sunday to kick off a sprawling marketing campaign.
The commercial shows a Labrador named Bear growing up alongside a little girl named Ava. As Ava grows up, moves off to college, gets married and has a child of her own, Bear is by her side for all of those big moments.
"This spot is our love letter to dogs," The Farmer's Dog co-founder and CEO, Jonathan Regev, said in a news release. "It embodies our mission as a company — everything we do is about helping people give their dogs a full, healthy life."
The company has delivered half a billion meals since its inception in 2014. It's seeking to disrupt the $100 billion pet-care industry by selling nutritious, pre-portioned meals created by veterinarians for dogs.
The Eagles pad their lead
The Eagles go into halftime up 24-14.
It'll be a 29-minute halftime. The Chiefs will get the ball to start the second half, but all eyes are on Patrick Mahomes' injured ankle.
Jack Harlow gives up rapping to play the triangle in Doritos' commercial
In its 23rd year at the Super Bowl, Doritos' one-minute commercial spotlights rapper Jack Harlow tackling a new instrument: the triangle.
The spot shows Harlow turning down a collaboration with rapper Missy Elliott to focus on the instrument, teaching triangle-playing classes and hawking his own triangle-themed cologne. But singer Elton John beats him out for the award for best triangle player.
"This is going to be the year of the triangle for Doritos, as you'll see in the Super Bowl ad," PepsiCo CFO Hugh Johnston said on CNBC's "Squawk Box" on Thursday morning after the company reported its fourth-quarter earnings.
– Amelia Lucas
Maya Rudolph turns M&M's into Ma&Ya 'clam bites'
Candy maker Mars generated some pre Super Bowl buzz for its M&M's when it said Maya Rudolph would be its new spokesperson rather than its so-called spokescandies.
Well, Rudolph is turning the M&M's world upside down. The "Saturday Night Live" alum proclaimed the new name of the candies would be Ma&Ya's, each donning a picture of her face. But rather than chocolate, they will now be "candy coated clam bites." We'll be watching to see what happens the next time Rudolph shows up in the Super Bowl ad parade.
Patrick Mahomes hurt on a run
The NFL MVP came into the game with a tender ankle, and it looks like he's been hurt again. After failing to convert on third down, Mahomes went to the sidelines clearly in pain. The Eagles have the ball.
Pringles ad shows that everyone gets their hands stuck inside their cans
Last year, Pringles imagined the future for someone whose hand was stuck inside their iconic cans. This year, the Kellogg's brand is sticking to the same theme, just with a more reassuring tone.
The 30-second spot shows surgeons, judges and even bowlers with their hands stuck inside Pringles chips' can. Singer Meghan Trainor makes a brief appearance petting her dog with her encased hand.
– Amelia Lucas
Jeep uses dancing animals to promote electric SUVs
A 60-second ad from Jeep features animals dancing alongside "4xe" plug-in hybrid electric versions of the brand's Wrangler and Grand Cherokee SUVs.
The commercial features a remixed version of the 1983 hit "Electric Boogie" by Marcia Griffiths. She sings alongside Grammy Award winning reggae artist and producer Shaggy and other artists.
The song, also known as the "Electric Slide," was initially released by the late Bunny Wailer in 1976. The automaker released the new version of the song via streaming services in an attempt to have it go viral.
– Michael Wayland
The president says the Bidens are rooting for the Eagles
Joe Biden on Sunday tweeted that as the U.S. president he's not picking sides in the Super Bowl. But in solidarity with his wife, he's rooting for the Eagles.
The first lady tweeted a video sporting an Eagles jersey with Biden and the number 46, in honor of the 46th president, on the back. "FlyEaglesFly," she added as a hashtag.
Google is fixed on Pixel and improving your photos
Google's answer to fixing your blurry, blemished photos – and removing the people and objects you don't want in them – will be the center of its Super Bowl commercial this year as it pushes its Pixel smart phones.
The ad promotes the AI tools used on Pixel phones. It begins with pulling on heartstrings but quickly evolves into poking fun at photo mishaps. Comedian Amy Schumer chimes in, "Wait, I can erase my exes?" and starts the parade of celebrities promoting what its Pixel phones can do. Google unveiled its new the Pixel 7 and Pixel 7 Pro phones in September, which still capture a small part of the smart phone market.
Jalen Hurts redeems himself
The Philly QB scored his second rushing touchdown to give his team the lead late in the second quarter. Earlier his fumble led to the Chiefs tying the game.
WeatherTech celebrates U.S. manufacturing
The longest-running company for Super Bowl advertising isn't an automaker, it's accessory company WeatherTech, which is celebrating its 10th-consecutive year advertising during the big game. Watch the ad.
This year's 30-second ad promotes the Illinois-based company's U.S.-made products, showing bank executives and others criticizing the company for its American investments and production.
Aside from employees, keep an eye out for Scout, WeatherTech's golden retriever mascot. Before the dog passed away from cancer, Scout appeared in several WeatherTech commercials.
– Michael Wayland