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With less than a week to go before Super Bowl LIX, companies are giving the public an early peek at commercials set to air during advertising’s biggest night of the year.

With the game scheduled for Feb. 9 at the Caesars Superdome in New Orleans, Fox sold out of its inventory of in-game spots by early November. A 30-second ad reportedly went for $7 million, according to Adweek.

Broadcast by CBS, last year’s game attracted an audience of 123.4 million viewers — making it the most-watched Super Bowl of all time, the National Football League reported.

The upcoming showdown in the Big Easy will see the Philadelphia Eagles take on the Kansas City Chiefs. When the two teams faced off at Super Bowl LVII in 2023, the Chiefs edged out the Eagles 38-35.

This year’s roster of advertisers includes several brands that have ties to New Jersey, such as Hellmann’s Mayonnaise and pharma giant Novartis.

Hellmann’s

Englewood Cliffs-based Unilever USA‘s Hellmann’s Mayonnaise is returning to the big game for a fifth year in a row.

The spot focuses on how the condiment can help boost the flavor of popular game day dishes. It features Meg Ryan and Billy Crystal recreating the “I’ll have what she’s having” lunch scene from their 1989 hit rom-com “When Harry Met Sally.”

Jessica Grigoriou, senior vice president of marketing, Condiments, at Unilever North America, said “We wanted to be as iconic and memorable as the moments and dishes that are part of the final Game Day of football season. By paying homage to the classic deli moment from ‘When Harry Met Sally,’ with a creative remake to show fans how the deliciously creamy flavor of Hellmann’s can make an ordinary sandwich extraordinarily mind-blowing, we were able to combine humor, nostalgia and the timeless appeal of Hellmann’s that will leave a lasting impression on fans just as the movie did 35 years ago.”

Novartis

Drugmaker Novartis – which has its U.S. base in East Hanover – will unveil its first-ever Super Bowl ad this year.

The 60-second commercial features comedian and breast cancer survivor Wanda Sykes with musician-actress Hailee Steinfield. The ad encourages women to get their annual mammograms.

“Novartis has been raising the bar in breast cancer care for the past 30+ years, most recently advancing a new treatment option for the broadest population of early breast cancer patients. And, we know that early detection through regular screening provides the best chances for cure,” Victor Bultó, president, US, Novartis, said in a statement. “By reframing the conversation and sparking a dialogue that turns attention into action, we hope to empower individuals and their loved ones in better understanding their breast health, navigating their care with confidence, and ultimately, leading to better treatment outcomes.”

Nerds

Nerds candy, which is owned by Ferrara, a subsidiary of Ferrero North America in Parsippany, will have an ad featuring singer-songwriter Shaboozey eating Nerds Gummy Clusters while playing his guitar. The brand made its in-game debut last year with a re-creation of the dance scene from the movie “Flashdance.”

Pringles

Pringles potato chips, part of Kellanova – a food company that Newark-headquartered Mars Inc. will acquire for $35.9 billion, is back at the Super Bowl for an eighth-straight year. In the ads, actors Adam Brody, Nick Offerman and James Harden each pay tribute to the snack brand’s mustachioed mascot.

Ritz

Mondelēz International-owned cracker brand Ritz will make its first appearance at the Super Bowl in 2025.

“On a day where our products will be served on party platters nationwide, it seemed only fitting for us to finally make an appearance on the big screen too. This ad buy marks a significant milestone in our journey to transform how fans view the RITZ brand through fresh and unexpected marketing strategies that speak directly to today’s consumer,” commented Ritz Vice President of Marketing Steven Saenen. “The creative is also our boldest yet, designed to raise the bar and meet the moment. We are excited to put it out into the world.”

It’s also the second year in a row that Mondelēz will have a commercial for the event. In 2024, Oreo cookies came back for the first time in a decade, airing a 30-second spot.

The global snacking leader has a $50 million innovation center in Whippany, just a few miles away from its North American headquarters in East Hanover.

Tanya Berman, the company’s senior vice president of biscuits, said, “At Mondelēz, we understand that success in the snacking category requires more than just great products and are consistently dreaming up new ways to evolve our marketing approach to better connect with our fans and stay competitive.”

“An integral part of that strategy is to ensure our presence on the right platforms, and it isn’t the first time one of our brands has risen to the challenge of capturing the massive cultural phenomenon that is the Big Game. We are energized by the fresh approach the Ritz brand is taking and believe it will set the tone for a remarkable year of sustained success in an increasingly competitive snack market,” she said.

Dove

Dove beauty brand is back at the Super Bowl, again, with an ad focusing on the importance of boosting self-esteem in young girls. It also seeks to promote body confidence as a way to encourage girls to continue playing sports they love.

In 2024, Dove returned to the event for the first time in eight years with a campaign centered on keeping girls in sports. For that promotion, the brand teamed up with Kylie Kelce – field hockey coach and the wife of retired Philadelphia Eagles player Jason Kelce.

Editor’s note: This story was updated at 3:40 p.m. ET Feb. 4, 2025, to include a statement from Novartis about its campaign.

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