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The Big Game
Scouting Report

Every brand confirmed for a national spot in Super Bowl LXI, and what we know about each buy.

Super Bowl LXI · Feb 14, 2027 · Los Angeles · ESPN + ABC

Confirmed advertisers: 3
Days to kickoff: —
Updated: Oct 7, 2026

Confirmed Advertisers

Kinder Bueno
Ferrero · Confectionery
Status
Returning
2027 spot
Not yet announced
Agency
Not yet announced
The Big Game Scouting Report
Kinder Bueno
Ferrero · Confectionery
The Scouting Report
Kinder Bueno is coming back to the Big Game with a new campaign, one of two Ferrero brands in the game alongside first-time advertiser Nutella.
2027 Campaign Details
Status
ReturningDebuted in 2026 with a 30-second spot
2027 spot
Not yet announced
Agency
Not yet announced
Super Bowl History
Last year’s spot · 2026
“Yes Bueno”
Spot length
30 seconds
Agency
Anomaly
Production
SMUGGLER
Director
Björn Rühmann
Talent
William Fichtner and Paige DeSorbo
Kinder Bueno made its Super Bowl debut with this spot. Ferrero says the campaign helped drive a 140% year-over-year increase in volume sales.
Watch the spot via iSpot.tv: “Yes Bueno” (2026), opens in a new tab
Sources
Confirmed Oct 6, 2026 · Marketing Dive(opens in a new tab) · Updated Oct 7, 2026
Nutella
Ferrero · Food / spreads
Status
Super Bowl Debut
2027 spot
Not yet announced
Agency
Not yet announced
The Big Game Scouting Report
Nutella
Ferrero · Food / spreads
The Scouting Report
Nutella is heading to the Big Game for the first time. Ferrero confirmed the hazelnut spread’s debut as part of a broader investment of more than $50 million across its portfolio for its 2027 sports strategy.
2027 Campaign Details
Status
Super Bowl DebutFirst-ever Big Game appearance
2027 spot
Not yet announced
Agency
Not yet announced
Super Bowl History
First-ever national Super Bowl appearance
Nutella joins returning advertiser Kinder Bueno as one of two Ferrero brands in the game.
Sources
Confirmed Oct 6, 2026 · Adweek(opens in a new tab) · Updated Oct 7, 2026
Cutwater
Anheuser-Busch · Ready-to-drink cocktails / spirits
Status
Returning
2027 spot
Not yet announced
Agency
Not yet announced
The Big Game Scouting Report
Cutwater
Anheuser-Busch · Ready-to-drink cocktails / spirits
The Scouting Report
Anheuser-Busch has confirmed that Cutwater will appear in a commercial during the 2027 Super Bowl, making the canned cocktail brand the first to publicly commit to the game. The announcement comes as the brewer keeps investing in Cutwater and its growing spirits business.
2027 Campaign Details
Status
ReturningLast appeared in the 2022 Super Bowl
2027 spot
Not yet announced
Agency
Not yet announced
Super Bowl History
Last Super Bowl appearance · 2022
“Here’s to the Lazy Ones”
Spot length
30 and 60 seconds (2 versions)
Agency
AKQA
Production
MJZ
Director
Tom Kuntz
Cinematography
Jeff Cronenweth
Editorial
Whitehouse Post
Cutwater made its national Super Bowl debut here. The campaign celebrated finding smarter ways to do less.
Watch the spot via AKQA: “Here’s to the Lazy Ones” (2022), opens in a new tab
Sources
Confirmed Aug 6, 2026 · Ad Age(opens in a new tab) · Updated Oct 7, 2026

Know something we don’t?

If your brand or agency is behind a confirmed Super Bowl LXI spot, let us know.

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The Big GameScouting Report

Confirmed Advertisers

Kinder Bueno

Nutella

Cutwater

Know something we don’t?

The Big Game
Scouting Report