The top 5 Super Bowl ad teasers so far

It’s . . . getting . . . closer.

You can tell Super Bowl season is upon us because the NFL conference championship games are set, and brands are starting their quest to build anticipation and eyeballs for the millions who are invested in a sliver of advertising airtime. 

In the not-too-distant past, Super Bowl ads were treated like state secrets, meant to preserve the surprise and delight for maximum game-time impact. The process has since evolved, with some brands releasing their full ad days before the game while others use clever ways to build anticipation without giving the whole thing away. 

This is the magic of teaser season, fueled by pure (marketer) hope, not yet tainted by social critics, Ad Meter status, or complete indifference. There will be many more unleashed in the next week, but let’s take a look at the teasers that have offered us the most to look forward to so far, without spoiling the surprise. 

Here are my top 5 Super Bowl ad teasers so far:

5. Doritos “Where did Dinamita Go?”

While the brand did post a needless still-image tease last week, now we have an idea of where it’s going for the big game. Here, we meet Jenna Ortega casually strolling in the grocery store until she sees something horrifying: empty Doritos Dynamita shelves. Where could this possibly go? No idea, but knowing that Ortega can bring the heat, I’m intrigued. 

4. Hellmann’s “The Pose”

Right up front, I’m a sucker for Kate McKinnon. The former SNL star makes me laugh doing just about anything. So when I see her getting over-the-top fashion-pose instructions with cats for a mayo ad? I’m in. 

3. Nerds “Who is Addison Rae coaching?”

Sure, as a kid, I may or may not have chugged boxes of Nerds like Jason Kelce on a Bud Light, but that’s neither here nor there. Nerds is going to the Super Bowl for the first time, which isn’t really enough to raise eyebrows, but when you recruit a star with more than 88 million TikTok followers and tease a routine set to Irene Cara’s “Flashdance . . . What a Feeling,” I want to know what comes next. I haven’t been this excited for a Flashdance spoof since Deadpool 2. 

2. GEICO “Cuddles”

Once upon a time, there was a legendary brand spokesperson. His best ad might be the one with no words and Norwegian electro. He became so popular, ABC even made a short-lived network sitcom about him. Now, more than 15 years later, Caveman is sitting on the couch with his wife and thinks he’s about to watch a trailer for a new documentary on his life. What happens next is a brief glimpse into the ephemeral nature of fame—and the appeal of a small lizard.

1. FanDuel “Again”

Last week, FanDuel stylishly announced that it would be repeating its “Kick of Destiny” Super Bowl ad from last year—once again producing a live broadcast of Rob Gronkowski trying to kick a field goal. Fans who made a Super Bowl bet on FanDuel’s Sportsbook will get another chance to collectively win $10 million. As I wrote last week, making the “Kick of Destiny” an ongoing Super Bowl tradition might just be one of the best big-game ideas ever. It’s the Bud Bowl with stakes and drama. Tapping into the unpredictability of sports also gives the brand a seemingly unlimited supply of teaser material. Also, John Cena looks like he’s having fun. 

Until next week!