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Best: The actual CEO of alt-milk manufacturer Oatly sits at a keyboard in a field, singing a pro-oat-milk jingle he apparently wrote himself. “It’s like milk, but made for humans” and “Wow, no cow” are among the lyrics. With obviously DIY ads, there’s a fine line between charming and cheap. This one is way over on the charming side. (But oat milk still tastes like, you know, oats.)

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Worst: One of the few ads to overtly address the pandemic, this one tries a delicate dance: 2020 gave us a lot of lemons — home haircuts, canceled weddings, baseball in empty stadiums — but, hey, at least Bud Light developed Seltzer Lemonade! An extra star for the attempt, I guess, but unless the product has medicinal qualities beyond alcohol, the sunny side of COVID-19 is a message I’m not ready to hear. And if you’re going to bring the reality of 2020 into your commercial, you kind of have a responsibility to have the young adults standing at a party, reminiscing near the Bud Light cooler, wear some damn masks.

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Although most ads have been revealed in order to try to capture pre-game buzz, there will undoubtedly be some surprises on game day. Jeep, which created the hit “Groundhog’s Day” remake ad starring Bill Murray last year, will be back in the game as well. Online gig marketplace Fiverr, a first-time advertiser, has teased that its ad will feature Four Seasons Total Landscaping, the site of an ill-fated Rudy Giuliani press conference in November.

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Another first-time advertiser, DoorDash, is teaming with Sesame Street to promote neighborhood delivery. And E-Trade, famous for the talking baby ads it ran in the Super Bowl from 2008 until they “retired" in 2014, is back in the big game with an undisclosed ad.

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There are more than 20 first-time advertisers this year, but most are sticking to nostalgia and celebrities to stand out. Dr. Squatch, a little known direct-to-consumer soap and personal care brand, is one of the few to embrace weird humor to stand out. The tongue-in-cheek ad shows a man walking through the woods espousing why Dr. Squatch's natural soap is the right choice for the modern man who “opens pickle jars" and "lets his daughter braid his hair."

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In what is surely a first in Super Bowl history, an ad for Inspiration4, a SpaceX supported all-civilian space mission touts a chance for viewers to join the mission. The ad shows shots of the SpaceX astronaut uniform in space to the tune of “Twinkle, Twinkle, Little Star" and is directed by Bryce Dallas Howard.

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In an ad ostensibly to tout Amazon's voice assistant Alexa's new spherical shape, a woman imagines that her new Alexa has the voice — and body — of actor Michael B. Jordan, who takes off his shirt to dim the lights and read an audiobook to her in the tub, all to the chagrin of her hapless husband. It's one of the only ads to play with sexual innuendo this year.

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Cheetos’ ad shows real life married couple Mila Kunis and Ashton Kutcher wrangling over a bag of Cheetos Crunch Pop Mix — to the tune of Shaggy’s 2000 pop hit “It Wasn’t Me” — with the frayed nerves of a couple who have been stuck inside too long.

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Bud Light introduces its new Seltzer Lemonade with an ad that depicts a downpour of literal lemons in 2020, which ruins weddings, cancels flights, disrupts at-home haircuts, destroys baseball stadium cardboard cutouts — and causes general chaos. It's a not-so-subtle nod to the plans that were derailed during 2020 and the axiom “When life gives you lemons, make lemonade."

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Less than a year ago, Quibi launched a splashy Super Bowl ad that posed the question “What’s a Quibi?” People may still be scratching their heads.

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