Super Bowl weekend is here and there are lots of events to celebrate football and food along the coast. Some people will be watching for the best team to win. Some will be waiting for the always dynamic half-time performance. Many of the estimated 200 million viewers focus on the tv commercials.

With Super Bowl LX between the Seattle Seahawks and the New England Patriots just days away on February 8th, the annual battle for advertising supremacy is already in full swing. This year, expect a star-studded lineup, a healthy dose of nostalgia, and a significant push into the world of AI, as brands vie for precious airtime and water cooler conversation.

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From cinematic shorts featuring Hollywood’s elite to emotional throwbacks that tug at the heartstrings, here’s your essential guide to the most anticipated commercials of Super Bowl LX.

Hollywood Takes the Field: A-Listers Lead the Pack

This year, the Super Bowl ad roster reads like a who's who of Tinseltown. Squarespace has once again enlisted top-tier talent, bringing together Emma Stone with her Poor Things director, Yorgos Lanthimos, for a striking black-and-white spot titled "Unavailable." Early buzz suggests it’s less about website building and more about a captivating psychological thriller, promising to be one of the most talked-about ads of the night.

Not to be outdone, Uber Eats is leaning into a comedic conspiracy theory with Matthew McConaughey and Bradley Cooper. Their "Hungry for the Truth" campaign sees the duo investigating whether the NFL exists solely to sell food, with Parker Posey adding to the quirky ensemble.

And, of course, it wouldn't be a Super Bowl without Ben Affleck for Dunkin'. This year, he's seen pitching a "mysterious VHS idea" to silhouettes that bear a striking resemblance to Jennifer Aniston, Matt LeBlanc, and Jason Alexander, hinting at a potential Friends reunion twist for the coffee giant.

Making her Super Bowl debut is pop sensation Sabrina Carpenter, charming viewers in a viral teaser for Pringles, where she artfully pulls chips from a "chip bouquet."

A Blast from the Past: Nostalgia Reigns Supreme

Brands are clearly banking on the power of memory this year, with several iconic campaigns making a triumphant return. Budweiser, celebrating its 150th anniversary, is bringing back its beloved Clydesdales in an emotional spot titled "American Icons." The ad reportedly features an unlikely friendship between a foal and a bald eagle, set to the timeless sounds of Lynyrd Skynyrd’s "Free Bird."

Xfinity is diving deep into pop culture with a massive Jurassic Park reunion. Sam Neill, Laura Dern, and Jeff Goldblum are back to ponder a "what if" scenario where reliable internet keeps the lights on and, crucially, the dinosaurs in check. And for those who remember the good old days of driving, Volkswagen is reviving its iconic 1990s "Drivers Wanted" campaign, complete with House of Pain’s "Jump Around."

The AI Revolution: Tech Makes Its Mark

Beyond the celebrity cameos and nostalgic trips, artificial intelligence is making a significant play for Super Bowl airtime. Google Gemini will tug at heartstrings with a spot showcasing a mother and son using Gemini AI to design and envision spaces in a new home, highlighting the practical and personal applications of AI.

Oakley, in collaboration with Meta, will feature Spike Lee and Marshawn Lynch demonstrating AI-enabled smart glasses, blending style with cutting-edge technology. Even OpenAI, the company behind ChatGPT, has secured a coveted ad slot, though they're keeping the creative under wraps until game day, promising a surprise for viewers.

Quick Hits and Other Contenders

Other notable ads to watch out for include Fanatics with Kendall Jenner poking fun at the "Kardashian Curse," Oikos featuring Kathryn Hahn and Derrick Henry in "The Big Hill" (a blend of comedy and muscle), and T-Mobile bringing back the Backstreet Boys alongside Druski for a musical number about perks.

Pepsi Zero is throwing a playful jab at its rival with a spot directed by Taika Waititi, showing polar bears (traditionally associated with Coke) choosing Pepsi in a blind taste test. And Hellmann's is set to introduce a new character, "Meal Diamond," with the help of Elle Fanning.

The Verdict: Get Ready to Be Entertained

This Super Bowl promises to be a battle of creativity as much as it is a football game. With a mix of cinematic storytelling, heartfelt nostalgia, and a glimpse into the future of AI, viewers can expect an unforgettable array of commercials. Many of these full ads are expected to drop on YouTube and social media by Friday morning, so you won't have to wait until Sunday to catch a glimpse of the advertising spectacle. Get ready to laugh, maybe shed a tear, and definitely hit pause to rewind your favorite moments.

SNEAK PEEK:

Here are a few companies that wanted to give you an early peek!