Instacart loads up its ad with tons of brand characters it hopes viewers recognize: from Mountain Dew’s “PuppyMonkeyBaby” character from a 2016 Super Bowl ad to the Jolly Green Giant and the Pillsbury Doughboy.
Hellmann's ad made a splash ahead of the game by reuniting Meg Ryan and Billy Crystal's “When Harry Met Sally” characters at Katz's Deli enjoying a sandwich with Hellmann's.
The first-time advertiser goes for silly humor in an ad that shows a man’s tongue dancing, and even doing a flip, to a song sung by Shania Twain to represent how good Nestle Coffee Mate Cold Foam tastes.
Meanwhile, first-time and newer advertisers are courting outrageousness and using stunts to try to stand out in the battle to capture the attention of the more than 120 million viewers expected to tune into Sunday's game between the Philadelphia Eagles and Kansas City Chiefs on Fox.
Aliens, sloths and silliness: Super Bowl ads offer laughs, celebs and surprises to win over viewers Eugene Levy's trademark eyebrows fly off for Little Caesars.
