In the same way Christmas adverts create plenty of buzz each year in the UK, making the best Super Bowl commercial has become a bona fide sport in the US.
The annual championship game of the National Football League, which takes place this Sunday, is the most-watched television event of the year in the States, and so gives brands the chance to reach a vast audience – as long as they can afford the $5.5 million for a 30-second spot, that is.
While some notable brands, namely Budweiser and Coca-Cola, have decided to sit out this year, other first-time advertisers have joined in, particularly those brands that became even more relevant during the coronavirus pandemic and an era of social-distancing.
Here, we take a look at some of the most noteworthy ads that will air during the Super Bowl LV in 2021, when the Tampa Bay Buccaneers head off against the Kansas City Chiefs.
Frito-Lay
Super Bowl legends of yesteryear make an appearance in this multi-brand ad, which features Doritos, Cheetos, Tostitos and Lay's.
Narrated by Seattle Seahawks running back Marshawn Lynch, it presents a riff on A Visit From St Nicholas, refashioning it as 'Twas the Night Before Super Bowl.
It stars Peyton Manning, Eli Manning, Joe Montana, Jerry Rice, Troy Aikman, Terry Bradshaw, Jerome Bettis and Deion Sanders, who are all so excited about the big game they're up late at night snacking on their favourite chips (or crisps).
Scotts Miracle-Gro
What do John Travolta and a company that manufactures and sells consumer lawn, garden and pest control products have in common? This ad.
The Grease star is seen showing off his TikTok-worthy dance moves alongside his daughter, Ella, in an all-star commercial, the brand's first Super Bowl instalment.
The spot features numerous ways many of us have been enjoying lockdown in our garden throughout the pandemic. The message is to "keep growing".
It also stars Martha Stewart, comedian Matt Braunger, The Office's Leslie David Baker, Nascar driver Kyle Busch, Rocky actor Carl Weathers and fitness instructor Emma Lovewell.
As Ella teaches her dad how to work her phone camera, Baker says: "Hey Travoltas, don't be tikety-toking on my grass!"
Squarespace
There is no doubt the American website provider is one of those that financially benefitted from the pandemic. Perhaps that's how it's nabbed a spot on the Super Bowl ad slate.
The advertisement features a reworked version of Dolly Parton's 9 to 5: "Working 5 to 9, you've got passion and a vision / Cuz it's hustlin' time, whole new way to make a livin' / Gonna change your life, do something that gives it meaning / With a website that is worthy of your dreaming."
Clock-watching office workers start dancing after hours as it's time to hustle on their side gigs, and it features a bush shaped like a squirrel, too.
Amazon
In an ad that's been viewed almost six million times since it was released on Tuesday, February 2, Alexa becomes human, in the form of Michael B Jordan.
The commercial asks: "What would be the ideal body for Alexa?" Well, the answer to that is the star of Black Panther.
"Who knew Alexa had abs?" reads the caption on YouTube.
It's a cheeky one.
Doritos
Snack companies are certainly vying for the audience's attention this year. In a fairly bizarre but fun commercial, Oscar-winning actor Matthew McConaughey appears as a 2D, flattened version of himself, who gets sucked up by a robot vacuum cleaner, blown away in the wind and bowled over by a football.
"Lately, I just haven't been feeling quite like myself," he muses in the voice-over. "Life used to feel fuller. Some days are harder than others. It's like I used to be on solid ground. There's gotta be a way to get back."
And there is: by eating Doritos 3D crisps and consequently getting stuck in a vending machine.
Logitech
The computer manufacturer, which reported a big jump in sales during the pandemic, has been able to afford its first Super Bowl ad, and its an "ode to creators".
The one-minute "Defy Logic" commercial is led by musician Lil Nas X, who is shown writing and recording a song, alongside a bunch of other talents, from visual artists to gender activists, all using their nifty Logitech products in creative ways.
"We stand in defiance," says the Old Town Road star. "We're the makers, we're the groundbreakers, we're the creators. The streamers, the dreamers. We defy expectations."
Uber Eats
Uber Eats revealed a teaser of its Wayne's World ad ahead of the game, featuring Mike Myers and Dana Carvey, who reprise their roles as Wayne Campbell and Garth Algar from the Saturday Night Live sketch series and the 1992 hit film.
"2020 was a great year," says Myers, who easily slips back into character. "Not!" the pair taunt in sync.
"We just wanted to say we'll see you soon for the ... game," continues Myers / Campbell, who goes on to explain that for legal reasons they can't actually say the world Super Bowl, instead jokingly referring to it as the "big bowl" and the "gigantic bowl".
Tide
Vying for top place in the oddest ad awards is this one from Tide – and we can't decide whether it's purely strange or utterly brilliant. It features Seinfeld star Jason Alexander's face on a hoodie, which looks deceptively clean. That's before a mum and son remember all the ways it's been dirtied up.
"Believe it or not, there’s a whole world of hurt … and dirt ... behind those eyes," reads the caption on YouTube.
All this to raise awareness of its new Tide Hygienic Clean Heavy Duty 10X Power Pods that promise to remove "both visible and invisible dirt from your garments".
Alexander himself makes a cameo, too, asking the young boy to give him back his face.
Anheuser-Busch
The parent company of Budweiser has said in a statement that, for the first time in 37 years, it would not be putting out an ad for the brand during the Super Bowl, so it can instead put the money it would have used towards raising awareness of Covid-19 vaccines.
It has still put something out, however; a commercial called Bigger Picture. It's a corporate one that takes a look at the company's community work and economic recovery efforts.
"The thing about America, is we can do anything," it starts. It goes on to feature scenes of all the ways people have been socially distancing, such as singing Lean On Me out of their windows while staying at home in their apartment buildings. There are Black Lives Matter moments, people dancing in their face masks, and then footage of others getting vaccinated.
Frankly, in the current climate, it's a bit of a heart-warmer.
Scorebox
Dubai Sports City Eagles 7 Bahrain 88
Eagles
Try: Penalty
Bahrain
Tries: Gibson 2, Morete 2, Bishop 2, Bell 2, Behan, Fameitau, Sanson, Roberts, Bennett, Radley
Cons: Radley 4, Whittingham 5
Benefits of first-time home buyers' scheme
- Priority access to new homes from participating developers
- Discounts on sales price of off-plan units
- Flexible payment plans from developers
- Mortgages with better interest rates, faster approval times and reduced fees
- DLD registration fee can be paid through banks or credit cards at zero interest rates
The specs
Engine: 0.8-litre four cylinder
Power: 70bhp
Torque: 66Nm
Transmission: four-speed manual
Price: $1,075 new in 1967, now valued at $40,000
On sale: Models from 1966 to 1970
Jetour T1 specs
Engine: 2-litre turbocharged
Power: 254hp
Torque: 390Nm
Price: From Dh126,000
Available: Now
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Specs
Engine: Electric motor generating 54.2kWh (Cooper SE and Aceman SE), 64.6kW (Countryman All4 SE)
Power: 218hp (Cooper and Aceman), 313hp (Countryman)
Torque: 330Nm (Cooper and Aceman), 494Nm (Countryman)
On sale: Now
Price: From Dh158,000 (Cooper), Dh168,000 (Aceman), Dh190,000 (Countryman)
It Was Just an Accident
Director: Jafar Panahi
Stars: Vahid Mobasseri, Mariam Afshari, Ebrahim Azizi, Hadis Pakbaten, Majid Panahi, Mohamad Ali Elyasmehr
Rating: 4/5
SPEC%20SHEET%3A%20SAMSUNG%20GALAXY%20Z%20FLIP%204
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F1 The Movie
Starring: Brad Pitt, Damson Idris, Kerry Condon, Javier Bardem
Director: Joseph Kosinski
Rating: 4/5
What is a Ponzi scheme?
A fraudulent investment operation where the scammer provides fake reports and generates returns for old investors through money paid by new investors, rather than through ligitimate business activities.
The specs: 2018 Harley-Davidson Fat Boy
Price, base / as tested Dh97,600
Engine 1,745cc Milwaukee-Eight v-twin engine
Transmission Six-speed gearbox
Power 78hp @ 5,250rpm
Torque 145Nm @ 3,000rpm
Fuel economy, combined 5.0L / 100km (estimate)
The years Ramadan fell in May
Test
Director: S Sashikanth
Cast: Nayanthara, Siddharth, Meera Jasmine, R Madhavan
Star rating: 2/5
Key facilities
- Olympic-size swimming pool with a split bulkhead for multi-use configurations, including water polo and 50m/25m training lanes
- Premier League-standard football pitch
- 400m Olympic running track
- NBA-spec basketball court with auditorium
- 600-seat auditorium
- Spaces for historical and cultural exploration
- An elevated football field that doubles as a helipad
- Specialist robotics and science laboratories
- AR and VR-enabled learning centres
- Disruption Lab and Research Centre for developing entrepreneurial skills
More from Rashmee Roshan Lall
UAE currency: the story behind the money in your pockets
Dr Afridi's warning signs of digital addiction
Spending an excessive amount of time on the phone.
Neglecting personal, social, or academic responsibilities.
Losing interest in other activities or hobbies that were once enjoyed.
Having withdrawal symptoms like feeling anxious, restless, or upset when the technology is not available.
Experiencing sleep disturbances or changes in sleep patterns.
What are the guidelines?
Under 18 months: Avoid screen time altogether, except for video chatting with family.
Aged 18-24 months: If screens are introduced, it should be high-quality content watched with a caregiver to help the child understand what they are seeing.
Aged 2-5 years: Limit to one-hour per day of high-quality programming, with co-viewing whenever possible.
Aged 6-12 years: Set consistent limits on screen time to ensure it does not interfere with sleep, physical activity, or social interactions.
Teenagers: Encourage a balanced approach – screens should not replace sleep, exercise, or face-to-face socialisation.
Source: American Paediatric Association
Milestones on the road to union
1970
October 26: Bahrain withdraws from a proposal to create a federation of nine with the seven Trucial States and Qatar.
December: Ahmed Al Suwaidi visits New York to discuss potential UN membership.
1971
March 1: Alex Douglas Hume, Conservative foreign secretary confirms that Britain will leave the Gulf and “strongly supports” the creation of a Union of Arab Emirates.
July 12: Historic meeting at which Sheikh Zayed and Sheikh Rashid make a binding agreement to create what will become the UAE.
July 18: It is announced that the UAE will be formed from six emirates, with a proposed constitution signed. RAK is not yet part of the agreement.
August 6: The fifth anniversary of Sheikh Zayed becoming Ruler of Abu Dhabi, with official celebrations deferred until later in the year.
August 15: Bahrain becomes independent.
September 3: Qatar becomes independent.
November 23-25: Meeting with Sheikh Zayed and Sheikh Rashid and senior British officials to fix December 2 as date of creation of the UAE.
November 29: At 5.30pm Iranian forces seize the Greater and Lesser Tunbs by force.
November 30: Despite a power sharing agreement, Tehran takes full control of Abu Musa.
November 31: UK officials visit all six participating Emirates to formally end the Trucial States treaties
December 2: 11am, Dubai. New Supreme Council formally elects Sheikh Zayed as President. Treaty of Friendship signed with the UK. 11.30am. Flag raising ceremony at Union House and Al Manhal Palace in Abu Dhabi witnessed by Sheikh Khalifa, then Crown Prince of Abu Dhabi.
December 6: Arab League formally admits the UAE. The first British Ambassador presents his credentials to Sheikh Zayed.
December 9: UAE joins the United Nations.
Killing of Qassem Suleimani
Killing of Qassem Suleimani
Business Insights
- As per the document, there are six filing options, including choosing to report on a realisation basis and transitional rules for pre-tax period gains or losses.
- SMEs with revenue below Dh3 million per annum can opt for transitional relief until 2026, treating them as having no taxable income.
- Larger entities have specific provisions for asset and liability movements, business restructuring, and handling foreign permanent establishments.
UPI facts
More than 2.2 million Indian tourists arrived in UAE in 2023
More than 3.5 million Indians reside in UAE
Indian tourists can make purchases in UAE using rupee accounts in India through QR-code-based UPI real-time payment systems
Indian residents in UAE can use their non-resident NRO and NRE accounts held in Indian banks linked to a UAE mobile number for UPI transactions
RESULT
Brazil 2 Croatia 0
Brazil: Neymar (69'), Firmino (90' 3)
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Community Shield info
Where, when and at what time Wembley Stadium in London on Sunday at 5pm (UAE time)
Arsenal line up (3-4-2-1) Petr Cech; Rob Holding, Per Mertesacker, Nacho Monreal; Hector Bellerin, Mohamed Elneny, Granit Xhaka, Alex Oxlade-Chamberlain; Alex Iwobi, Danny Welbeck; Alexandre Lacazette
Arsenal manager Arsene Wenger
Chelsea line up (3-4-2-1) Thibaut Courtois; Cesar Azpilicueta, David Luiz, Gary Cahill; Victor Moses, Cesc Fabregas, N'Golo Kante, Marcos Alonso; Willian, Pedro; Michy Batshuayi
Chelsea manager Antonio Conte
Referee Bobby Madley
Results
5.30pm: Maiden (TB) Dh82,500 (Turf) 1,400m; Winner: Mcmanaman, Sam Hitchcock (jockey), Doug Watson (trainer)
6.05pm: Handicap (TB) Dh87,500 (T) 1,400m; Winner: Bawaasil, Sam Hitchcott, Doug Watson
6.40pm: Handicap (TB) Dh105,000 (Dirt) 1,400m; Winner: Bochart, Fabrice Veron, Satish Seemar
7.15pm: Handicap (TB) Dh105,000 (T) 1,200m; Winner: Mutaraffa, Antonio Fresu, Musabah Al Muhairi
7.50pm: Longines Stakes – Conditions (TB) Dh120,00 (D) 1,900m; Winner: Rare Ninja, Royston Ffrench, Salem bin Ghadayer
8.25pm: Zabeel Trophy – Rated Conditions (TB) Dh120,000 (T) 1,600m; Winner: Alfareeq, Antonio Fresu, Musabah Al Muhairi
9pm: Handicap (TB) Dh105,000 (T) 2,410m; Winner: Good Tidings, Antonio Fresu, Musabah Al Muhairi
9.35pm: Handicap (TB) Dh92,500 (T) 2,000m; Winner: Zorion, Abdul Aziz Al Balushi, Helal Al Alawi
UAE rugby in numbers
5 - Year sponsorship deal between Hesco and Jebel Ali Dragons
700 - Dubai Hurricanes had more than 700 playing members last season between their mini and youth, men's and women's teams
Dh600,000 - Dubai Exiles' budget for pitch and court hire next season, for their rugby, netball and cricket teams
Dh1.8m - Dubai Hurricanes' overall budget for next season
Dh2.8m - Dubai Exiles’ overall budget for next season
The%20specs
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UAE currency: the story behind the money in your pockets
2025 Fifa Club World Cup groups
Group A: Palmeiras, Porto, Al Ahly, Inter Miami.
Group B: Paris Saint-Germain, Atletico Madrid, Botafogo, Seattle.
Group C: Bayern Munich, Auckland City, Boca Juniors, Benfica.
Group D: Flamengo, ES Tunis, Chelsea, Leon.
Group E: River Plate, Urawa, Monterrey, Inter Milan.
Group F: Fluminense, Borussia Dortmund, Ulsan, Mamelodi Sundowns.
Group G: Manchester City, Wydad, Al Ain, Juventus.
Group H: Real Madrid, Al Hilal, Pachuca, Salzburg.
