If you missed my take on how Super Bowl LIV highlights the new normal that agencies and advertisers face, you can read it here.
There’s no shortage of media outlets previewing and prereleasing Super Bowl commercials. You can see the brands running ads during Super Bowl LIV at USA Today’s Ad Meter, Ad Age, Adweek, or Marketing Dive. What’s not as easy to find is background on the creative marketing agencies behind the work. So without further ado, what follows is a list (in alphabetical order) of the agencies behind the ads in this year’s Super Bowl.
MDC-owned creative agency Anomaly created a 60-second commercial for New York Life.
Havas-owned Arnold Worldwide created a 30-second commercial for footwear client Saucony promoting its efforts to develop biodegradable shoes.
Female-owned agency Badger & Winters created OLAY’s 60-second commercial featuring Taraji P. Henson, Lilly Singh, Busy Philipps, and Katie Couric supporting Girls Who Code.
Snickers returns to the Super Bowl with a long-form spot by BBDO Worldwide celebrating the brand’s 10-year anniversary of the “You’re not yourself when you’re hungry” campaign.
Independent creative agency Cramer-Krasselt created the 60-second commercial called “The Heist” to introduce the all-new electric Porsche Taycan.
Innocean-owned creative agency David&Goliath created Kia’s 60-second Super Bowl commercial starring Josh Jacobs dreaming of telling his younger self to never give up.
Ogilvy-owned David offers two Super Bowl commercial this year. The first, for Turkish Airlines, includes this teaser. The second, for Budweiser, celebrates “typical Americans” and the typical American beer.
Accenture Interactive-owned Droga5 created a humorous 60-second commercial for Amazon Alexa, which takes a tour through history showing what people did “before Alexa.”
Chicago-based Energy created Avocados From Mexico’s 60-second spot promoting faux avocado gear through the “avocado shopping network.”
Google’s In-House Agency
Google’s in-house agency produced a 60-second commercial that tells a heartfelt story of a widower and his wife Loretta to promote Google Assistant.
WPP-owned Grey Global created two Super Bowl commercials for its Procter & Gamble client, including a multibrand spot and one for the Pringles brand.
Chicago independent and Ad Age’s Small Agency Of The Year winner Highdive keeps the movie theme going with Jeep’s “Groundhog Day” spot.
Innocean, the dedicated Hyundai agency, brings three spots for Hyundai, promoting the Genesis and its smart park feature.
Creative startup Lightning Orchard brings Dashlane to this year’s Super Bowl.
IPG’s The Martin Agency created a pair of commercials promoting Discover and its lack of annual fees on credit cards.
McCann New York brings us two spots: for Verizon promoting 5G and Microsoft’s tribute to the first female NFL coach in the Super Bowl.
Dentsu Aegis Network creative agency mcgarrybowen created this take on Reese’s Take 5.
Durham, North Carolina agency McKinney created this Little Caesars’ spot starring Rainn Wilson and sliced bread.
MRY created a 30-second spot promoting Pop-Tarts’ new pretzel Pop-Tarts, starring Jonathan Van Ness.
Pinnacle Advertising brings WeatherTech back to the Super Bowl for the seventh year running with this commercial supporting veterinary research at the University of Wisconsin.
Procter & Gamble’s In-House Agency
Procter & Gamble’s in-house team brings Secret to the Super Bowl with a spot to #KickInequality.
Quicken Loans’ In-House Agency
Quicken Loans’ in-house agency and Chicago agency Highdive produced this 60-second spot for Rocket Mortgage.
MDC-owned creative agency 72andSunny produced two Super Bowl commercials, one for Audi, promoting its new electric vehicle, and one for the NFL.
Squarespace’s In-House Agency
Squarespace’s in-house agency produced the website provider’s 60-second commercial starring Winona Ryder.
The New York office of TBWA\Chiat\Day created Mountain Dew’s The Shining-themed spot promoting MTN DEW Zero.
Publisher/creator VaynerMedia created three separate Super Bowl commercials for Hard Rock’s Guitar Hotel, Planters, and Sabra.