Super Bowl LII Ad Tracker: All About the Big Game’s 2018 Commercials (Food Edition)

Welcome sports fans (and others who appreciate really good advertising) to Adweek’s Super Bowl LII Ad Tracker. Here you’ll find a frequently updated list of all the national (plus a few regional) commercials that will come into play during the Big Game on Feb. 4, along with details on the agencies that created them.

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With NBC reportedly asking for “north of $5 million” for a 30-second spot, while attempting to sweeten the deal via bundling with the PyeongChang Winter Olympics, it will be interesting to see which major brands make a return and which opt out. At of the end of October, NBC said it had only a “handful” of 30-second slots remaining and that it expected to generate over $1 billion in ad sales between the Super Bowl and the PyeongChang Winter Olympics.


Avocados From Mexico: Fan favorite Avocados From Mexico will be back for its fourth consecutive Super Bowl and senior director of marketing Kevin Hamilton promises more lighthearted humor. GSD&M will once again be tasked with creating the brand’s Big Game ad.

Budweiser: Super Bowl staple Budweiser will, of course, be making an appearance in the Big Game in 2018, but there is a notable change this year for the brand. Anomaly, the agency behind the brand’s Big Game ads for the past seven years, is not returning for Super Bowl LII. Instead, Budweiser is sourcing ideas from its other agency partners, including VaynerMedia, David and Mosaic.

Doritos: After sitting out the Super Bowl last year, longtime Big Game advertiser Doritos is back for Super Bowl LII. The brand’s most recent Super Bowl ad, “Ultrasound,” was the last installment in its “Crash The Super Bowl” contest calling on fans to submit their own ads. This year, the brand will instead be turning to creative agency Goodby, Silverstein & Partners.

M&M’s: M&M’s will be making a return to the Big Game for Super Bowl LII with a 30-second spot by BBDO New York. It’s the brand’s first Super Bowl ad since 2014’s “Delivery,” which gave Yellow a starring role.

Read about all categories & more at Ad Week: