Super Bowl LII will be a showdown between the New England Patriots and the Philadelphia Eagles -- but that's just on the field.
For advertisers (and many viewers), the commercials during the NFL championship game are as much of a pastime as the game itself, and the preparations are already underway.
This year will feature some familiar Super Bowl brands, from Budweiser to Doritos to Coca-Cola, as well as celebrity sponsorships, including Matt Damon, who's promoting a water project with Stella Artois, and Girls Trip star Tiffany Haddish, who's making her Groupon love official.
Check out all the ads and intros that have been released below, as well as more of what's planned for the big game.
The first look at Solo: A Star Wars Story
During the big game, the highly anticipated first look at Solo: A Star Wars Story -- the upcoming Han Solo standalone film -- premiered. Twitter exploded thanks to the first look at Donald Glover as young Lando Calrissian.
The Voice coaches belt it out.
Teasing the Feb. 26 return of the reality singing-competition show, Blake Shelton, Adam Levine, Alicia Keys, Kelly Clarkson and Carson Daly sing a grand production and silly skewering of Super Bowl commercial cliches.
A source close to The Voice production told ET about the how the coaches felt about the spot, noting that Shelton, while initially hesitant, "loves" how it came out.
“Originally, the coaches were not into the script at all. They thought it seemed really cheesy," the source reveals. "However, after thinking it over, they all agreed to do the script as it was written. Blake loves how it came out. Kelly had a blast doing it. Adam and Alicia don't feel one way or the other about it.”
Coca-Cola celebrates individuality.
The soda brand is no stranger to inclusive ad campaigns, in the past having run a multilingual spot during the Super Bowl. While this year's is all in English, Coke sticks to that theme, featuring a diverse swath of people enjoying the beverage's several varieties, with a poem aimed at driving home the message, "We all have different looks and loves, likes and dislikes, too— But there’s a Coke for we and us, and there’s a Coke for you."
Celebs (including Cardi B!) take over for Alexa with hilarious results
Amazon enlisted a bevy of stars -- including Anthony Hopkins, Rebel Wilson, and rapper Cardi B -- to fill in for Alexa when she loses our voice.
While the idea of Alexa gaining sentience and being able to contract human illness is a little unsettling, we're glad this exists if only because Cardi continues to be an absolute joy in the spot.
Chris Pratt gets into character for Michelob Ultra.
The Guardians of the Galaxy Vol. 2 star may have explained his character's sudden movie-star jacked-ness on Parks and Recreation by proclaiming he "stopped drinking beer," but the actor aims to become the beer brand's spokesperson in a new one-minute spot where he does as much character preparation as you would for an Oscar-bait docudrama.
And it pays off in a 1-minute follow up spot, where Pratt and a whole bunch of other people do a giant singalong proclaiming the joys of beer.
Bill Hader marvels at a shocking discovery with Pringles.
The chip brand has the SNL-alum in shock when a crew-member on set discovers that you can stack different-flavored Pringles on top of one another, thereby creating all-new varieties. Wow!
Intuit aims to help small businesses (with a giant robot!)
The maker of TurboTax, Quickbooks and Mint released a short animated film ahead of its debut big game ad, which features a story of triumph (with a hint of romance) of a small business owner when an inventor creates a giant robot that makes keeping up with the books easy, so that his flower shop can flourish.
Matt Damon's Spot for Stella Artois and Water.org.
Despite the fact that Stella is a beer brand, the first full spot released for Super Bowl Sunday doesn't feature a drop of brew. Instead, Damon spends the length of the ad promoting a limited edition chalice, noting that "if just one percent of you watching this buys one, we can give clean water to one million people for five years" in developing countries.
Budweiser sends truckloads of water to disaster-affected areas.
In another beer commercial that doesn't feature beer, Budweiser is using its ad space for good, reaffirming its commitment to those in disaster-affected areas, including Texas, Puerto Rico, California and Florida, by haltering their brew production lines and canning and distributing water instead.
Tiffany Haddish tells you everything she loves about Groupon.
Through the power of social media, Groupon capitalized on Haddish's Jimmy Kimmel Live! interview last year, where she sang the praises of the online discount marketplace company to Girls Tip co-star Jada Pinkett Smith, by announcing that Haddish is their new celebrity spokesperson. In the 30-second spot shared to Groupon's YouTube, Haddish poses the question, "What kind of person wouldn't wanna support local business?" which the ad hilariously answers, fittingly, with the help of a football kicker. Watch above.
Morgan Freeman and Peter Dinklage fight over Doritos and Mountain Dew.
In one corner you've got Game of Thrones' most respected mind representing Doritos Blaze, and in the other, the most iconic voice in movies for Mountain Dew Ice. The two stars are pitted against each other in the preview for the spot to promote the two PepsiCo brands.
The battle onle intensified in a followup spot when Missy Elliot and Busta Rhymes, got in Freeman and Dinklage's corners respectively, to help them prepare with some tongue twisters.
Does this mean we are going to see an epic rap battle on Super Bowl Sunday? Time will tell.
Black Panther drives a Lexus.
As the anticipation for the upcoming Marvel blockbuster grows, Chadwick Boseman puts on the suit and hops in a luxury car to retrieve Vibranium in style!
M&M's spot that gets rave reviews from the (paid) critics, followed by Danny Devito becoming the red M&M.
In what seems to be a developing trend this year (more on this in the next entry), M&M's Super Bowl first ad preview featured none of the actual spot at all but rather the reactions of four TV critics who watched it. We'll have to wait and see whether the commercial itself is as "breathtaking" as one of the critic's promises.
They did, however, release a short, very weird teaser that shows Danny Devito swimming around in a pool of chocolate while wearing a red M&M costume. After that, the candy company dropped the whole ad, which shows the actor playing a humanized version of the most iconic M&M, while trying not to get eaten.
Skittles isn't showing you their ad -- but we do get a peek at David Schwimmer's role in it.
In a move certain to confuse your dad, Skittles' Super Bowl ad won't air on the Super Bowl at all. Instead, it will be played for one person, Canoga Park, California, teenager Marcos Menendez, whose reaction will be live-streamed on the candy brand's Facebook page. The tongue-in-cheek preview acknowledges the absurdity behind the premise of the "most exclusive ad ever," with a viewer suggesting, "The CEO of Skittles is definitely getting fired over this."
Skittles did, however, release four 15-second teases with David Schwimmer, who's making his Super Bowl ad debut with the candy brand. One of the clips, which include the Friends alum talking to a sandwich and getting stuck in an alternate dimension, will be a peek at the final version, but we'll never see it -- we'll just have to wait and find out when Menendez reacts to it on Sunday.
Peyton Manning is a vacation QB for Universal Studios
The retired NFL great is getting back out there... well, sort of. Universal Orlando Resort recruited Manning for the 30-second spot, where he puts his quarterbacking skills to good use by leading a family through a perfect day at the park!
Hulu's trailer for Castle Rock
The suspense thriller from J.J. Abrams and Stephen King premiere's this summer.
Amazon teases Tom Clancy's Jack Ryan.
The streaming service is also getting in on the big game to preview it's upcoming John Krasinski-led action series which is set to premiere in August.
Terry Bradshaw is locked out of his trailer.
There's not much to the 15-second Tide Super Bowl ad preview, and we'll have to wait 'til Sunday night to see if the former NFL great ever finds his keys.
PETA goes to church to convert meat-eaters to vegans.
The heavy spot stars James Cromwell, and features a meat marketer in confessional seeking penance and forgiveness the language he's devised to convince consumers that their meat is humanely killed. Ultimately, the priest does not forgive him, and an imploration to "go vegan" ends the ad.
Cindy Crawford recreates her iconic 1992 Pepsi commercial.
Pepsi shared a short preview of the 2018 revival for one of the most recognized Super Bowl ads of all time, which reunites the soda brand with Cindy Crawford 26 years later -- with the new addition of her 18-year-old son, Presley Gerber.
"To this day, people come up to me to talk about how much they loved my original Pepsi spot from '92," Crawford reflects on the TV spot in a statement to ET. "The commercial was a big moment for me and has spanned generations. I am proud to play a role in this iconic pop-culture phenom and excited for fans to see our new take on the Pepsi spot during Super Bowl."
Crawford's callback makes sense in the context of Pepsi's full commercial, which aims to play up the nostalgia factor of the soda.
And as Sunday draws nearer, the ads are really rolling in! Scroll on to see more of what you'll be watching on Sunday.
Febreeze helps your "bleep" not stink.
Avocados From Mexico: A riot breaks out in a bubble dome when the chips are on the other side.
Keanu Reeves is a dare-devil for Squarespace.
Jack in the Box vs. Martha Stewart
Sprint goes all Westworld on us.
Bud Light gives us Thrones vibes with what's basically A Song of Ice Cold Beer.
Steven Tyler takes the 2018 Kia Stinger for a spin, regains his youth.
WeatherTech is American made.
Lindsey Vonn gets you pumped for the Winter Olympics.
The cast of NBC's Rise covers Macklemore's 'Glorious'
The upcoming show, brought to you by the producer of Hamilton and the producer of Friday Night Lights and Parenthood, premieres Tuesday, March 13 at 10/9c on NBC.
The Super Bowl, commercials and all, airs on NBC on Feb. 4! Justin Timberlake is performing the halftime show.
Watch the video below for more on Crawford's Pepsi ad.
Super Bowl LII: Who's Performing?
Cindy Crawford Recreates Iconic Super Bowl Commercial With the Help of Son Presley Gerber
Will Smith Responds to Justin Timberlake's Instagram Welcome With Hilarious Advice for the Super Bowl