February 1st, 2017

As fans eagerly await the matchup between the New England Patriots and the Atlanta Falcons in this year’s Super Bowl, the off-field competition for viewers’ hearts, minds and laughter has already begun with brands rolling out teasers, promotions and full ads across social channels ahead of the big game this weekend.

As online video viewership has increased over the years, more and more brands have released pre-released the spots to maximize the reach of the traditional commercial. According to a report by YouTube, “The share of Super Bowl ads released on YouTube before game day grew over 200% from 2008 to 2016, due to a combination of more advertisers releasing their television spots early on YouTube as well the growing popularity of teasers.” Among YouTube's Top 20 ranking Super Bowl ads during the time period, 90% were released on YouTube before the game that year, including Budweiser’s ‘Puppy Love’ in 2014, Budweiser ‘Lost Dog’ in 2015 and the 2016 Pokémon commercial. 

But it's not just the ads. Brands are also extending campaigns beyond the 30 to 90-second spot with social activations, events and creative digital executions. We take a look at what's been released and what's to come to see how brands are evolving big game campaigns in 2017:

UPDATE: See our full Super Bowl 2017 collection here. 


Avocados From Mexico | Bai | Budweiser | GoDaddy | GNC | Honda | Kia | KFC | LifeWtr | Mercedes | Mr. Clean | Snickers | Tide | Tiffany & Co 

Avocados From Mexico - #AvoSecrets

Ahead of its return to the Super Bowl for a third consecutive year, Avocados From Mexico released a hypnotizing 30-second teaser starring Jon Lovitz by Director David Shane of O Positive Films and GSD&M. The brand also launched #AvoSecrets interactive site and social media campaign which features a mysterious cellphone full of secrets and clues and the opportunity to win prizes.

Kia 'Run' and 'Iceberg'

Kia Motors will return to the Super Bowl for the eighth consecutive year with a 60-second spot for the all-new 2017 Niro crossover. Created by David&Goliath, Melissa McCarthy will star in the ad which will reportedly “track a heroic and harrowing journey stretching from the polar ice caps to an arid desert.”

The brand has released two teasers and will debut the Super Bowl commercial on Wednesday, February 1st via the Kia NiroBot, which was created last year for Facebook's Messenger platform as a way to get consumers information in real time.


Avocados From Mexico | AudiBudweiser | BuickBush | Devour | FijiFord | Febreze | Go DaddyIntel | KFC | Kia | King’s Hawaiian | Lexus | McDonald’s | Mercedes | Mr. Clean | SecretSkittles | Squarespace | TurboTax | WealthSimple | Wendy’s | | Wonderful PistachiosYellow Tail

Intel 'Brady Everyday'

Intel will showcase its 360 Replay technology with ‘Brady Everyday’, featuring New England Patriots quarterback and four-time Super Bowl champion Tom Brady performing his morning routine. Created by mcgarrybowen, the ad shows how the tech can make pretty much anything look epic, even everyday mundane tasks.

Fans can also visit to create their own frame of the star and contribute to a 360 user-generated video. The best images created of Brady will be aggregated in a gallery available online for sharing and exploration. The challenge culminates with the release of the video on Sunday, February 5th.

Super Bowl viewers will also be able to try the technology during the game. FOX Sports will introduce “Be the Player” enhancement, a feature that uses Intel 360 Replay to freeze a moment in the game and see the field from any player’s standpoint.

Skittles 'Romance'

Skittles unveiled the brand's third consecutive Super Bowl spot last week, continuing the "Taste the Rainbow" tagline with a playful take on young love. Created by Adam&EveDDB, 'Romance' tells the story of a lovesick boy trying to get a girl’s attention through her bedroom window… but rather than throwing pebbles, it’s Skittles he’s throwing (over and over again….).

New Trend: Live Video

One approach several brands are tapping into is the growing popularity of Live Video:

Wix tapped Facebook Live and YouTube Live on January 17 to reveal the Big Game Campaign ad starring Wonder Woman Gal Gadot and action-star Jason Statham.

Hyundai is teaming up with director Peter Berg for a 90-second documentary that will capture off-the-field Super Bowl moments during the game. The film will air in the first commercial break immediately following the conclusion of the game and just before the trophy ceremony. 

Snickers will broadcast the first ever live commercial during the big game. Starring actor Adam Driver, the live ad will be preceded by a 36-hour live stream featuring a variety of content as well as celebrity appearances streamed live from the wild-west themed set.

Follow @Millchannel on Twitter where we'll be sharing behind-the-scenes insights LIVE during the Super Bowl. 

UPDATE: See our full Super Bowl 2017 collection here.