Hello!

After a three-year hiatus, iconic Super Bowl advertiser E*Trade is back in the game. There's a teaser out for the 30-second spot, which will air in the second quarter [watch the teaser here]. It appears for now that E*Trade baby will not return, but the teaser features a young boy, so perhaps that mouthy baby is now a rowdy grade schooler.

In other baby news, Huggies will be the first diaper brand to advertise in the Super Bowl. We don't know much about the creative yet, but Huggies is hinting that "someone big is coming." Maybe we'll get a giant baby or perhaps a celebrity in a diaper—this one has me intrigued. The tone of first-time advertisers is the hardest thing to predict.

Speaking of first-time advertisers, Hellmann's is joining the fray. The Unilever brand tapped Amy Schumer to star in a spot that will revolve around food waste. There's an interesting wrinkle here: Hellmann's goes by Best Foods on the West Coast. Hellmann's will have a separate version for those viewers. Check out that teaser here.

We also have some news for a brand that's become a bit of a Super Bowl veteran: Pringles. The chip brand released its teaser, which is vague and definitely has us wanting more.

The Unilever brand's commercial stars Amy Schumer.

The 30-second spot will introduce a new look, feel and voice for the diaper brand.