Hello!

In the first edition of this newsletter, I noted how brands have been very slow to announce their Super Bowl intentions. Since then, things have picked up a bit, but some of the new entrants aren't brands you'd normally associate with the Super Bowl. This is normal: Every year, a couple brands take us by surprise, with SimpliSafe and ADT ads being recent examples. That said, three examples this early in the game is a surprise:

• Fiverr's commercial will build on the online freelance marketplace’s “It Starts Here” campaign.
• Scott's Miracle-Gro will establish a “rallying cry” for the category: “Keep growing.”
• Vroom has already released its spot, which is a humorous take on the pains of buying a car at a dealership.

What do these brands have in common? They had strong years because of consumer and workplace shifts during the pandemic.

Count Frito-Lay In—Three Times

Pepsi may not be purchasing time this year for its soda brands, but the larger company PepsiCo is grabbing three spots for its snack brands under the Frito-Lay umbrella. Expect one for Doritos, Cheetos and a portfolio spot, which is a first for Frito-Lay.

That's it for today. As a reminder, bookmark our Super Bowl Tracker to get frequent updates on the latest news.

—Jameson Fleming
Senior editor, membership

The online platform for freelancers did well in 2020.

Expect Cheetos, Doritos and a whole lot more.