With the big game only weeks away, brands have started launching their lead-up campaigns and teasing their high-anticipated commercials. Check out the latest Super Bowl ad news you may have missed in our Weekly Must Reads.

Volkswagen to Celebrate Their 75th Anniversary

Volkswagen is returning to the Super Bowl this year with a spot that honors the car brand’s 75th anniversary in the US. Last week, VW teased their upcoming ad with a short teaser video that showcases film from a Beetle in 1949, and announces an ode to their “American love story” during the big game. The brand’s 75th anniversary campaign will officially kick off on Feb. 11 and continue throughout the year.

Volkswagen has long been one of the Super Bowl’s top advertising partners. Their past memorable commercials include 2011’s Darth Vader cameo in “The Force,” which became the most-shared Super Bowl ad in history at the time. Find out more details about this year’s spot here: https://admeter.usatoday.com/2024/01/17/volkwagen-unveils-super-bowl-58-teaser-celebrating-75th-anniversary/

Oreo Partners with Kris Jenner in Upcoming Ad

Oreo is bringing in famous Kardashian family matriarch Kris Jenner for her first Super Bowl ad this year. Like Volkswagen, Oreo also released a 15-second teaser to promote the spot. In the clip, we see Jenner making large stacks of Oreo cookies in a jar as a nod to a famous Keeping Up with the Kardashians scene from 2007. The video alludes to more throwback moments coming in the full commercial, which will premiere during the big game.

The upcoming ad is Oreo’s first Super Bowl commercial since its iconic “Dunk in the Dark” moment in 2014. When the power suddenly went out during the game, Oreo’s social team quickly put out an image on social media reminding viewers that “you can still dunk in the dark,” which quickly went viral. Watch the teaser and learn more about their new ad here: https://www.yahoo.com/entertainment/kris-jenner-recreates-khlo-kardashian-120000973.html

E.l.f.’s Second National Super Bowl Spot

This year, beauty brand E.l.f. is taking its Super Bowl strategy up a notch with another national commercial during the big game. The 30-second spot, directed by Silicon Valley’s Zach Woods, will feature the brand’s Halo Glow Liquid Filter, the brand’s best-selling product last year. The commercial will likely feature other celebrities, though specifics and details will be kept under wraps until Feb. 11.

Last year, the brand’s first-ever Super Bowl spot with Jennifer Coolidge reportedly drove a 64 percent increase in purchase consideration for its Power Grip Primer, the product e.l.f. promoted in the ad. Find out more about their upcoming commercial for the big game here: https://www.adweek.com/brand-marketing/elf-cosmetics-super-bowl-58-ad/

DraftKings & Tums Launch Free Betting Game

DraftKings and Tums may not be releasing a commercial during the Super Bowl, but they have launched a creative new campaign for the weeks leading up to the big game. The two brands collaborated on a free game, called Tums Prop Bites, which encourages fans to place free bets about game day food habits. For example, users can make picks on how many pizzas will be delivered by halftime or how many gallons of avocados will be consumed. All participants will have a chance to win a portion of a $10,000 prize pool.

In addition to the betting game, DraftKings and Tums also partnered with GoPuff to deliver a bottle of Tums Chewy Bites at halftime of the big game to consumers who visit an exclusive landing page. Discover more details about the brands’ campaign here: https://www.marketingdive.com/news/tums-draftkings-super-bowl-food-betting-game/704442/