Super Bowl LV will undoubtedly look different this year, but as the Chiefs and Bucs prepare to face off, the battle off the gridiron for the best ad has already seen some stiff competition.
"Good Morning America" got an exclusive look at Frito Lay's new "flat Matthew" campaign starring a paper-thin Matthew McConaughey to promote the return of Doritos 3D.
In the two-minute spot, the actor is seen flailing like a kite in the wind, shocking Mindy Kaling and Jimmy Kimmel with his 2-dimensional body, all before sliding into a vending machine and puffing back up to normal when he eats the crunchy snack.
Big name celebs are a key component to a winning big game ad and newcomer Uber Eats tapped into that strategy with a touch of nostalgia.
The brand brought back Mike Myers and Dana Carvey to reprise their hit 90s "Wayne's World" characters.
Some companies who have traditionally become synonymous with Super Bowl Sunday, like Budweiser and Coca-Cola, have sidelined the tradition to focus on COVID-19 relief efforts.
Still, others like Hellman's and Frito Lay enlisted top talent like Amy Schumer and Marshawn Lynch and other Super Bowl legends of yesteryear to bring some fun faces to the football commercial breaks.
Brands will pay nearly $5.5 million for 30 seconds of airtime during the Super Bowl this year.
"A stunning amount of America [is] paying attention, so for these newbies that are entering the game for the first time, I think it's great strategy," advertising expert Gary Vee told "GMA."
Canned cocktail brand Cutwater Sprits will debut its first-ever Super Bowl ad on Feb. 7 following a successful social and digital "cut-out" campaign starring "Schitt's Creek" actress Emily Hampshire.
Another first-timer is food delivery service DoorDash, which will have a 60-second spot featuring "Sesame Street" muppets and actor Daveed Diggs.
"The right celebrity for the right context in the right moment for the brand really matters," Vee explained. "I don't think a celebrity is required. We've seen incredible spots through the years without a celebrity in it, but let there be no confusion, it is a cheat code."