Once again, the anticipation around ads in the Super Bowl rivals that of the game itself—and brands are looking to capitalize on that excitement by rolling out their spots, or at least teasers, early.
Already, several commercials—including Amy Schumer and Seth Rogen for Bud Light, Marilyn Monroe for Snickers and Wix's tie-in with the forthcoming film Kung Fu Panda 3—have people talking.
Despite the record $5 million price tag, brands are lining up to be part of the event for the first time—among them, Amazon, LG Electronics and Apartments.com. Advertisers like Snickers and Kia that had big hits last year are betting that lightning will strike a second time. And as always, celebrities will have a starring role.
Aside from Schumer and Rogen, this year's lineup includes Alec Baldwin and Dan Marino for Amazon, Key & Peele for Squarespace (replacing a somnolent Jeff Bridges last time around), Christopher Walken for Kia (following Pierce Brosnan) and Liam Neeson for LG.
Here's a look at 10 ads already generating plenty of chatter days before kick-off. To check out all the spots and teasers as they are rolled out, follow our Super Bowl Ad Tracker at Adweek.com.
Squarespace
Last year, Jeff Bridges lulled viewers to sleep in a rather curious ad for Squarespace. In this year's game, comedy is key for the advertiser, joining many other brands—among them, Bud Light, Shock Top and Toyota—going for laughs. Squarespace and its agency Anomaly turned to comedy duo Keegan-Michael Key and Jordan Peele—better known as Key & Peele—for this spot. While the brand is keeping details under wraps, viewers can expect plenty of funny business here.