Super Bowl alert: E-Trade baby in a wedding, Molson Coors hypes ad—plus, the Mets go local

Ad Age is counting down to Super Bowl LVII. In the days leading up to the game, which will air on Fox on Feb. 12, Ad Age will bring you breaking news, analysis and first looks at the high-stakes, Big Game commercials—all in our Super Bowl newsletter. Sign up right here to get them via email.

The decision

With less than three days to go before the game, 33 ads are now out—meaning about half the brands have shown their hands. A few more will probably trickle in before game day. But there will be a fair amount of ads that will make their public debut during the game. It’s a decision that PR agencies and chief marketing officers wrestle with: Do you release early to juice pre-game social media views while netting exposure from TV morning shows, like NBC’s “Today.” Or do you wait for a gameday surprise, hoping your ad somehow breaks through on Sunday. Here is the reality—most of the general viewing public probably won't have seen most of these ads until they watch them during the game, no matter when they are released.

But we know most Ad Age readers obsess over every ad detail. So, here below, view all the ads out so far in one place. Tweet at us @adage and let us know what you love, and what you hate.

Read more: Super Bowl 2023 commercials released so far

Watch live at 12 p.m. ET Monday: Debating 2023 Super Bowl commercials

Molson Coors bets on surprise

One advertiser that will not be releasing its spot early is Molson Coors. The reason: the brewer is running a contest with DraftKings in which people can win money by predicting what happens in the ad, which promotes Miller Lite and Coors Light. So they obviously can’t tip their hand. Molson Coors is bullish on the approach: In a corporate blog post, the company states its strategy has netted more than 1,300 media stories and 5 billion consumer impressions. It also cites a Harris Poll survey that shows 73% of respondents agreeing that advertisers should not release their ads early. 

Sofia Colucci, VP of marketing for Miller brands, states: “So many brands have already shown their hand and put their ads out there. What’s unique about Molson Coors’ ad is that there’s this anticipation that’s built up over time. There’s $500,000 at stake! That’s creating a lot of excitement.”

How to follow the ad game on Ad Age: Bookmark our Super Bowl 2023 Guide

Dogs, babies and groceries 

Babies and dogs are a Super Bowl staple, and we were served both in the latest batch of ads released this morning. E-Trade's spokesbaby is the best man at a wedding in a spot that extols the virtues of E-Trade for life events such as getting married. Direct-to-consumer pet food company The Farmer’s Dog follows the story of a little girl and her dog. DoorDash also dropped its spot this morning, plugging its grocery “dashers” with an ad starring Matty Matheson of Hulu’s hit series “The Bear,” Raekwon The Chef of the legendary rap group Wu-Tang Clan and Nickelodeon’s stop-motion-animated Tiny Chef. 

Diversity scorecard

For the second consecutive year, Ad Age surveyed Super Bowl advertisers on how they prioritized diversity and inclusion in the creation and production of their ads. We found that while some brands had very clear action steps, many did not provide specific details on the makeup of those who worked on their ads and their cast. 

Read more: Super Bowl ads reflect decline in DE&I commitment in the ad industry

Local ad update

Some local Super Bowl ads of note: The Mets are running an ad in New York from FCB New York that features  Francisco Lindor, Brandon Nimmo, Edwin Diaz and newly signed Japanese pitcher Kodai Senga—plus Mr. Met, of course. Deloitte Digital is behind an ad for CSAA Insurance Group that shows a QR code on top of a Rick Astley hairdo that links back to a previous ad. It will run in Oklahoma City and Tulsa, Oklahoma; Indianapolis; Philadelphia; and Hartford and New Haven, Connecticut.

Read more on these in our weekly Agency Brief column