The commercials aired during the broadcast of the Super Bowl have become as much a part of the spectacle as the game itself, hotly watched and just as avidly discussed in Monday morning analysis. Add what is typically one of the largest TV audiences of the year, and it’s no wonder the fee for a 30-second spot falls this year between $5 million and $5.5 million, according to Variety.
Here are the spots from the three restaurant advertisers that are known to be scheduled, though the exact roster of commercials is often kept as secret as the battling teams’ playbooks.
Buffalo Wild Wings: Brett Favre meets 'Men in Black'
The exact commercial to be run by the casual chain on Sunday has yet to be revealed, but it’s known the spot will be the culmination of a campaign starring Green Bay Packers star (and Minnesota Vikings goat) Brett Favre. As the opener here shows, Favre is beset by mysterious problems in his passing accuracy. Two men in black show up to help him and shed light on the mystery of what’s going wrong for the retired quarterback.
KFC’s dueling colonels
This year’s Super Bowl broadcast will be the first time KFC has shown two colonels in one ad. The chicken chain is the lone Yum Brands holding to advertise during the game this year, with siblings Taco Bell and Pizza Hut riding the bench.
The 15-second debut spot features a Colonel Sanders lookalike (played by Billy Zane) covered in gold. While he’s pitching the chain’s new Georgia Gold Honey Mustard BBQ Chicken (“I put gold on my legs, my thighs, my tenders,” croons Zane, looking a bit like an Oscar award), a second Colonel, played by comedian Rob Riggle, harasses his near-twin, insisting that chicken matters be set aside to watch some football.
Wendy’s swipe at the other guys
Wendy’s is making its Super Bowl debut with the 2017 game. Its 30-second maiden spot is intended to counter the impression (held by seven of 10 consumers, the chain acknowledges) that the chain doesn’t really use fresh, never-frozen beef for its burgers. It invites viewers to visit a website where they can purchase competitors’ Freezy Diskz, the rock-hard frozen patties that can be used for everything from a coaster to a piece of jewelry, but should never be eaten.