The Super Bowl: It’s bigger than football. The big game is a showcase for companies to roll out their latest and craziest innovations, and for ad agencies to sell those products and services in ads that are more like mini-movies. So far, beer company ads are leading the charge before Sunday’s gamebut food brands, automakers and online services are also weighing.

The celebrities are not lacking, the special effects are dazzling. Some commercials are heart-wrenching, while others unleash the jokes like seltzer in a clown’s face. Some of the ads are instant hits. (Alexa becoming a mind reader in the home of Scarlett Johansson and Colin Jost was pretty funny last year.) And others leave viewers as confused as Homer Simpson’s opera, ball-smashing Mister Plow ad à neige left him and all his family. (Lisa: “Dad, is this your ad?” Homer: “I don’t know!”)

The companies are already releasing teasers and even full versions of their ads ahead of Sunday’s game, which pits the Kansas City Chiefs against the Philadelphia Eagles in Glendale, Arizona. As the big day approaches, we’ll continue to update this story with as many Super Bowl Ads as we can find online, displaying the latest versions at the top. (Here is last year’s program.)

E-Commerce: Baby is going to a wedding

Do you remember the E-Commerce baby? in the company’s Super Bowl ad, he’s back and attending a wedding (of…two more babies?).

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The Farmer’s Dog: Forever

Get ready to say “Awwww”. Pet food company The Farmer’s Dog strikes a chord by showing a dog as a companion through major events in a person’s life.

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DoorDash: we do the grocery shopping

Celebrity chef Matty Matheson joins Raekwon rap group leader Wu-Tang Clan and Nickelodeon animated character Tiny Chef shopping for the best and freshest groceries.

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Squarespace: Adam Driver multiplies

While pondering how Squarespace can be a website that builds other websites, actor Adam Driver morphs into multiple versions of himself.

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Kia: Dad Binky

A dedicated baby daddy sets out to find his child’s beloved pacifier, becoming a viral hero along the way, in this Kia Telluride X-Pro ad.

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T-Mobile: new neighbor

Triple threat artist John Travolta joins Zach Braff and Donald Faison for a Grease-inspired musical number celebrating T-Mobile’s 5G home internet service.

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Avocados from Mexico: Make them better

Scary Movie Star Anna Faris stars as Eve in a commercial for Avocados from Mexico, an organization representing avocado growers. He imagines a better world where avocados have replaced apples. This is the extended “director’s cut”. A shorter version will be broadcast during the match.

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Peacock: poker face

Poker Face star Natasha Lyonne offers sarcastic comments about Super Bowl ads in a promo for Rian Johnson’s new Peacock series. What’s wrong with that kid in the Google Pixel ad? She knows the truth.

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Doritos: Jack Harlow

Rapper Jack Harlow is inspired by the shape of Doritos to spark a global triangle fashion. Keep an eye out for other musical celebrities passing by.

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Zero Sugar Pepsi: Steve Martin and Ben Stiller

Not content with just one ad, Pepsi is launching two separate entries that it calls “Great Game or Great Taste?” One features actor and comedian Steve Martin and the other features actor and comedian Ben Stiller (look for the Zoolander cameo). Check out extended versions of both.

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turbo tax

A fiery dancer in front of a fountain is part of Turbo Tax’s campaign urging people to do the things they want to do, like dance, and leave their taxes to the professionals.

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Google: fixed on Pixel

Amy Schumer, Giannis Antetokounmpo and Doja Cat fix their photos using the image editing features of their Google Pixel 7 phones. Say goodbye to exes, bad clothing choices and blurry snaps.

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Mr. Peanut: The Roast

The Planters’ Mr. Peanut gets a different kind of roast as the comedians come together to tease the animated peanut mascot with the top hat and monocle. It’s more than a classified ad. Planters will launch the full roast online on game day.

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Skechers: Snoop Dogg

Rap star Snoop Dogg shows off his Skechers kicks as he travels, delivers newspapers, gives a real dog a haircut and coaches football. A series of guest stars accompany the ride.

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Dexcom: it’s like magic

Pop star Nick Jonas talks about the magical properties of the Dexcom G7 Continuous Glucose Monitoring System.

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Paramount Plus: Stallone clashes

Sylvester Stallone stars in Tulsa King, a crime drama currently airing on Paramount More, so it makes sense that he would also star in the streaming service’s Super Bowl commercial. Paramount stars Dora the Explorer, Captain Pike from Star Trek, Beckett Mariner from Lower Decks, Lt. Dangle from 911, and Stallone’s three daughters, Sophia, Sistine, and Scarlet, also appear.

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GM x Netflix: Why not an EV?

General Motors and Netflix have teamed up to promote electric vehicles, in a partnership that will see more electric vehicles featured in Netflix productions. Will Ferrell stars alongside a selection of Netflix stars from shows such as Bridgerton, Stranger Things and Squid Game.

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Uber One: Diddy makes a hit song

Sean “Diddy” Combs gets to work creating a hit song for Uber One. He skims through the previous hits of singers like Donna Lewis and Ylvis in his quest for a catchy Uber-themed track.

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DraftKings: Free Bet

Comedian Kevin Hart makes his way through a star-studded evening to announce DraftKing’s free bet promotion for the Super Bowl.

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Pop Corners: Breaking Bad reunion

PopCorners, a popcorn snack from Frito-Lay, features Bryan Cranston and Aaron Paul reprising their famous characters Walter White and Jesse Pinkman from the hit AMC show Breaking Bad, which has been off the air for 10 years now.

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Downy Unstopables: mystery celebrity revealed

Downy has released a number of teasers about a mystery celeb who covered his face with a hoodie, saying he’ll keep sniffing it until Super Bowl Sunday, testing the claim that Downy Unstopables keeps fresh clothes as long. In the latest ad, he proclaims it to be true and takes a wild ride through a neighborhood.

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Hellmann’s: Who’s in the fridge?

Food puns are on the menu at Hellmann’s Mayonnaise. The brand has trapped actors with food names Jon Hamm and Brie Larson inside a giant refrigerator. Then comedian Pete Davidson appears.

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Rakuten: distraught reunion

First, we got a short teaser of Alicia Silverstone returning to her iconic role as Cher in Clueless. Now, e-commerce company Rakuten has unveiled an expanded version of the fashion-focused ad, which pairs Silverstone with Clueless co-star Elisa Donovan. A shortened 30-second version will air during the match.

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Booking.com: Somewhere, Anywhere

Melissa McCarthy sings her heart out in an ad designed as a retro musical full of shiny costumes and big dance numbers. She is desperate for a vacation booked through Booking.com.

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Workday: Rockstar

Workday brings a bit of rock-and-roll glamor to enterprise software by enlisting real-life rockers Ozzy Osbourne, Gary Clark Jr., Joan Jett, Billy Idol, and Paul Stanley to berate “corporate guys” for calling themselves rock stars.

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Michelob Ultra: New Members Day

The beer brand Michelob Ultra bets on the theme of golf for the biggest day in football. The Caddyshack-inspired, celebrity-studded ad pits tennis superstar Serena Williams against Succession actor Brian Cox in a match for the ages. There is also an elongated cut version.

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Michelob Ultra: gossip at full throttle

Sports celebrities abound in an ad that combines beer with a promo for the Netflix golf docuseries Full Swing. The ad features a QR code that unlocks early viewing of the first episode of the series for a limited time.

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Bud Light: Miles Teller dancing

Nobody likes to be put on hold, so actor Miles Teller, his wife Keleigh and their dog, Bugsy, decide to dance to avoid the wait.

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Oikos Yogurt: Deion Sanders and his family

Retired NFL star Deion Sanders and his family compete in an epic strength competition at a family picnic in a commercial for Oikos yogurt. Stay out of Grandpa’s way, otherwise.

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Budweiser: Six degrees of bud

Bud passes a six-pack of bottles in an ad that plays on the idea of ​​six degrees of separation. Actor Kevin Bacon (of six degrees of Kevin Bacon fame) narrates. The ad revisits a classic Budweiser slogan: “This Bud is for you.”

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Busch Light: the Busch Guide

Outdoorsy Busch Light spokesperson ‘Busch Guy’ has a fun and confusing encounter with singer-songwriter Sarah McLachlan in an ad that relies on the definition of the word ‘shelter’. In the angel’s arm…

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Sam Adams: A Brighter Boston

Advertisements for Boston-based Sam Adams beer often feature “your cousin from Boston”. In this Super Bowl commercial, Sam Adams’ “remastered” Boston Lager inspires the cousin to dream of a “brighter Boston,” in which Red Sox and Yankee fans embrace.

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Miller Lite and Coors Light: high stakes beer pub

One of the most convoluted Super Bowl ads for 2023 comes from beer biggie Molson Coors in partnership with online betting site DraftKings. Eligible viewers can predict how the big commercial for Miller Lite and Coors Light will play out, and potentially win a share of $500,000.

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Crown Royal: Dave Grohl learns something new

Foo Fighters star Dave Grohl reads a series of objects in a teaser for Canadian whiskey brand Crown Royal. What do all these objects have in common? Crown Royal’s big game advertisement will tell you all.

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Heineken 0.0: Ant-Man and the Wasp

Heineken will take the buzz out of Super Bowl beer commercials by advertising its non-alcoholic Heineken 0.0 in partnership with Marvel Studios’ Ant-Man and The Wasp: Quantumania. The beer brand kicked off the campaign with a brief teaser featuring Paul Rudd as Ant-Man.

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Pringles: I Made You Appear

At first, Pringles teased the hidden celebrity in its ad, but then revealed it was singer Meghan Trainor. The ad focuses on people who have Pringles cans stuck on their hands. I made you watch!

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FanDuel: Twist of Fate

Sports betting site FanDuel will bring an element of suspense with a live ad featuring four-time Super Bowl champion Rob Gronkowski. Gronk, tight end during his career, will try to throw a basket. If successful, FanDuel bettors will win a share of $10 million in free bets.

Stay tuned for more Super Bowl announcements.