Updated Feb 3, 2020 - Sports

9 memorable Super Bowl 2020 ads

Tom Brady in Hulu's Super Bowl commercial. Photo: Hulu

Super Bowl 2020 was watched by an estimated 194 million people on Sunday, according to the National Retail Federation.

The big picture: With figures like that, it's no wonder the clash between Jimmy Garoppolo’s San Francisco 49ers and Patrick Mahomes’ Kansas City Chiefs drew some of the biggest names in business, sports and politics during the commercial breaks. Here are some of the most memorable ads from the big event.

  • Days before the game, Tom Brady posted a photo of himself at a stadium on social media. It stirred speculation about the future of the 42-year-old, who's a free agent this year.
  • All became clear on Sunday when it turned out the posts were teasing his Super Bowl commercial for Hulu:
  • President Trump's 2020 campaign touted his social justice credentials in a Super Bowl ad featuring Alice Marie Johnson. Trump commuted Johnson's life sentence for a nonviolent drug offense after her cause was championed by Kim Kardashian West:
  • Jeep got us all nostalgic for the 1993 comedy classic "Groundhog Day," as Bill Murray reprised his role as our favorite weather forecaster Phil Connors for the automaker's commercial:
  • Cheetos brought us further back in time with a cheesy ad featuring rapper MC Hammer and his 1990 classic song "You can't touch this":
  • Doritos called in big guns from the entertainment industry for its ad, with Lil Nas X and his insanely catchy chart-topper "Old Town Road" taking on Sam Elliott:
  • Planters resurrected Mr. Peanut in a 30-second ad, titled "Tribute," showing the beloved character's funeral:
  • Google went with an emotional Super Bowl commercial featuring an 85-year-old grandfather who uses Google Assistant to keep his late wife's memory alive.
  • Hyundai went heavy on the star power and Boston accents in its commercial, with John Krasinski, Rachel Dratch and Chris Evans featuring in the "smaht pahk" special:

Go deeper:

Editor's note: This article has been updated with more ads.

Go deeper

Super Bowl ads have become more about brand values than the brands themselves

Data: Axios research, Ad Age; Chart: Danielle Alberti/Axios

More advertisers are buying pricey Super Bowl ads this year to sell you on their values, rather than their products.

Why it matters: It's a reflection of a broader trend of companies investing more in marketing efforts that expand their corporate reputations long-term, rather than their bottom lines in the short-term.

Trump campaign previews Super Bowl ad

President Trump's 2020 campaign previewed its Super Bowl ad on Thursday, touting Trump's economic accomplishments.

The state of play: In a press release, the campaign stated the ad is one of two 30-second ads the campaign will air. The second one will debut during the game. Trump's campaign claims this is the first time that a presidential campaign purchased national Super Bowl advertising.

Special preview: Super Bowl LIV

Illustration: Aïda Amer/Axios

The Super Bowl isn't just a football game. It's the halftime show; it's the ads; it's the seven-layer dip; it's the fact that, for four hours on Sunday night, nobody is expected to be doing anything else.

Why it matters: The Super Bowl is one of the last remnants of an era when we all watched the same things at the same time. It is the "live sport" of all live sports, which is currently the only form of content tethering many consumers to traditional TV.

Go deeperArrowFeb 1, 2020 - Sports