What To Expect When The 2020 Super Bowl Ads Touchdown

Usually commercial breaks offer a chance to dash to the loo or grab a snack from the fridge, but not on Super Bowl Sunday.

America's Super Bowl is considered the big dance for ad land, with brands coughing up an eye-watering US$5.6 million (AU$8.3 million) for a 30-second spot during this year's battle between the Kansas City Chiefs and the San Francisco 49ers.

The nation's biggest TV event of the year routinely pits the world's largest advertisers -- from Pepsi to Google -- against each other as they enlist some of Hollywood's biggest stars to help them gain the eyeballs of the 100 million Americans expected to tune in.

Last year Super Bowl LIII drew 98.2 million viewers -- an 11 year low -- but still enough to make it one of the few major broadcast events to draw blockbuster ratings amid the rise of streaming services like Netflix and Amazon Prime.

To get the most bang for their buck, many advertisers leak teasers, or even the full ads, before the big game in order to generate some hype.

But there will always be some on-the-day surprises as well.

This Super Bowl, during commercial breaks Americans will see big names like 'Game of Thrones' star Maisie Williams and rapper Missy Elliot plug various products.

And let's be honest, for many people, the ads are more entertaining than the game itself -- who wants to watch a sport where the ball is barely in play for 10 minutes?

From Budweiser to Audi and Doritos, this year’s ads are mostly light-hearted and clever, drawing on humour and cynicism. But some carry a much more important message.


One of the most inspiring stores will also be playing out on-field.

Microsoft’s Super Bowl spot celebrates San Francisco 49ers assistant coach Katie Sowers, who on Sunday will become the first woman to coach in the Super Bowl.

Near the end of the spot, Sowers tells the camera “All it takes is one, and then it opens the door for so many.” After, on-screen text reads, “thanks Katie for being the one.”

Sowers is also the first openly gay person to coach in the Super Bowl.


It wouldn't be an American football game without some beer.

One of the most highly anticipated ads of the Super Bowl always comes from brewer Budweiser, whose adverts are synonymous with the American sport and have been woven into American pop culture.

This year the beer brand is celebrating what it takes to become a "typical American" in a sarcastic fashion.

However, this year's ad cuts a sour taste for some. The beer brand has been criticised for using vision from the 2016 Charlotte Uprising civil unrest.

While the footage used is of a peaceful moment during the protests -- when a peace activist was seen offering hugs to police in riot gear -- according to the Charlotte Observer, critics say it has opened old wounds.


What do you get when you combine 'Game of Thrones' and 'Frozen'? An electric Audi apparently.

The luxury carmarker has enlisted GoT star Maisie Williams for its ad, which sees the actress belt out Disney hit 'Let It Go'.

The 60-second spot (yep, that's a good US$10 million right there) is spruiking Audi's sustainability credentials by showing off its newest electric car.

"Creating a sustainable, livable future for generations to come is the world's most important challenge," Williams said in a press statement.


Audi's Korean rival Hyundai has taken a more humourous approach.

They've called on the likes of American actors Chris Evans and John Krasinski for its ad 'Smaht Pahk', which aims to promote its new Sonata featuring remote smart-parking.

The ad might fall on deaf ears in Australia because it pokes fun at Boston's (apparently) iconic accent.

We're sure Americans will get it.


When you're one of the world's largest advertisers you can afford to throw shade at your biggest rival, even if that rival is Coca Cola.

Missy Elliot, who starred with Katy Perry at the 2015 Super Bowl halftime show, has been called to feature in Pepsi's spot for its Zero Sugar beverage.

Pepsi debuted its 30-second teaser on Wednesday, which sees Higgins perform Rolling Stones’ 1966 hit 'Paint It Black'.

Yes, the original song has nothing to do with sugary beverages, in the context of the commercial it’s about the soft drink’s trademark matte-black-coloured can.

The advert opens with Higgins holding a red Coca-Cola can before declaring she wants to "paint it black". It quickly takes on the look of the iconic Pepsi symbol and matte black.

President Donald Trump

They certainly don't make political ads like these in Australia.

President Donald Trump has launched a teaser for his re-election campaign, marking the first ad of its kind.

The narrator opens by suggesting that under Trump, America is "stronger, safer and more prosperous than ever before".

It then flicks through a mirage news reports discussing wage growth, job increases, and record low levels of unemployment for African-Americans and Hispanics.

Finally, Trump is pictured promising Americans that the best is, apparently, yet to come.


Now, this has to be the most cynical Super Bowl ad yet.

Snickers, which is known for its renowned slogan "you're not yourself when you're hungry" is now laughing off some of the ridiculous problems facing society today.

The confectionery giant is hoping to solve some of those issues and 'Fix The World' by digging one giant hole -- with the help of people from the modern world.

The teaser features people in hard hats digging at a construction site, talking about the modern world’s everyday annoyances that brought them there, like naming your newborn after produce -- "Hi Kale".

Other things like talking on speakerphone in public and selfie sticks are also a no, no.

Enjoy the game. Or the ads. Whichever you prefer.

The Super Bowl takes place this Sunday, February 2, (Monday afternoon Australian time).