When the top two NFL teams met Feb. 4 in the Super Bowl, advertisers took advantage of breaks in the action to compete for viewers' hearts and wallets.
In recent years, advertisers have spoiled the suspense by rolling out their Super Bowl commercials ahead of the big game. In 2017, of the 49 ads that ran during the Super Bowl broadcast, 36 brands released the full commercial ahead of game day, according to Adweek.
Super Bowl ads cost millions to produce and air, and with NBC charging advertisers north of $5 million for a 30-second spot during Super Bowl LII, brands are looking to stretch their dollars beyond the Vince Lombardi Trophy presentation.
Early releases and teasers help broaden a brand's exposure, garnering even more buzz for a company. Experts say the strategy is getting people to talk about a brand's commercial before the game in order to generate some early interest online, rather than risk getting eclipsed by a more viral-worthy spot on game day.
But not all brands take the early-release route. According to Brian Riordan, president of the advertising firm NSG/SWAT, an emerging trend has been to create additional "teaser" content that either sets up the premise of a story or features new content that plays off the prime time spot.
Here's a look at some of the commercials shown during the big game:
After scoring a touchdown in practice, New York Giants' Eli Manning and Odell Beckham Jr. were "Dirty Dancing" in celebration to "I've Had the Time of My Life." The NFL commercial ends with the duo nailing a jump and the words: "To all the touchdowns to come."
U.S. & World
Using audio of a 50-year-old Dr. Martin Luther King Jr. speech as the backdrop, the automaker brought a message of service and greatness.
"Stranger Things" star David Harbour wants you to know: It's a Tide ad. Crashing other commercials --for shaving, cars and beer-- Harbour reiterates that no, it's still a commercial for the laundry detergent. One place the ad didn't go? Addressing the infamous Tide Pod challenge that has caused serious illness.
After a year of natural disasters and division, insurance company Mass Mutual aired a two-minute ad of Americans helping each other, whether its bikers standing up for a bullied child or a synagogue welcoming Muslim children. Americans of all walks of life sing The Pretenders classic hit "I'll Stand by You."
U.S. Marine Corps:
For the first time in 30 years, the U.S. Marine Corps aired an ad during the Super Bowl, using an online-only spot Sunday to target a young, tough, tech-savvy audience for potential recruits looking for a challenge.
Olympic snowboarder Shaun White is in the zone in this ad for the nearing Winter Games. White watches film, practices and envisions the halfpipe no matter where he is. He'll be one of the athletes representing the U.S. at the Pyeongchang Games, which start Feb. 8.
The network also took the opportunity to unite some of its entertainment and news personalities to sing Prince's "Let's Go Crazy."
When Amazon’s Alexa loses her voice, the company employs some hilarious celebrity replacements, including chef Gordon Ramsey, rapper Cardi B, actress Rebel Wilson, and actor Anthony Hopkins. Amazon CEO Jeff Bezos also makes a cameo.
Doritos vs. Mountain Dew:
In their third Super Bowl ad teaser, Morgan Freeman and Peter Dinklage "face off" in a rap battle over Doritos' spicy Blaze chips and Mountain Dew's clear soft drink. Hip hop stars Missy Elliot and Busta Rhymes coached the two actors in a previous teaser.
Avocados From Mexico:
In a world where there are tons of avocados ripe for making guacamole but no chips to eat them with, chaos is likely to erupt. But fear not biodome inhabitants, avocados go great with lots of foods. Avocado toast, anyone?
"Girl’s Trip" star Tiffany Haddish, who was named the company’s new spokesperson in a teaser video last week, shows why supporting local businesses with Groupon is the only way to go.
Febreze is back in the Super Bowl giving football fans advice on how they can avoid a stinky bathroom situation at halftime.
Pringles is set to make its advertising debut in the big game this year, enlisting former "Saturday Night Live" cast member Bill Hader to illustrate the wonders of "Flavor Stacking."
The website-creating platform is returning to the Super Bowl for a fifth consecutive year with a campaign starring Keanu Reeves reflecting on "putting [his] dreams on the internet."
The Marvel-ous superhero King of Wakanda fends off the bad guys in a Lexus sedan, proving the luxury car company makes vehicles fit for a king. Marvel Studios’ “Black Panther” will debut in theaters on Feb 16.
In the wake of natural disasters in Puerto Rico, California, Texas and Florida, Anheuser-Busch will advertise a different liquid at this year’s Super Bowl.
Hyundai, which returns for its 10th consecutive Super Bowl ad in 11 years, is promising in a teaser to surprise millions" on Feb. 4.
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The AB InBev brand's "Taps" commercial stars Matt Damon and highlights how viewers can help provide people with access to clean drinking water by purchasing a limited-edition Stella Artois Chalice.
The "most exclusive Super Bowl ad ever" will be shown during the game only to Marcos Menedez, of Canoga Park, California. Viewers will be able to watch Menendez’s reaction to the ad via a livestream on Skittles’ Facebook page.
M & M's:
After teasing a video of Critics Choice Awards voters reacting to their Superbowl ad, M&Ms has released its second sneak peak featuring Danny DeVito bobbing in a pool of chocolate.
Supermodel Cindy Crawford will drink a Pepsi for the Super Bowl once again, recreating her iconic 1992 Big Game spot.