Although only two teams compete for the Super Bowl, many brands have the opportunity to win big. Leading up to the big game, brands are going head-to-head for consumers’ attention. Although airt-time is limited, some less than typical players are making their way into the lineup for Super Bowl LVIII. This championship is an opportunity for brands to get creative and find their way into the conversation, without necessarily buying pricey commercial space.

Let’s take a look at five brands that are getting creative with their Super Bowl coverage.

e.l.f. Cosmetics Returns to the Super Bowl

Last year, e.l.f  Cosmetics made its debut at the Super Bowl with a Jennifer Coolidge Dirty Pillows Lip Kit commercial, and this year the beauty brand is back with a focus on a viral Tik Tok product, The Halo Glow Liquid Filler.

The beauty brand has been teasing this year’s commercial with their huge star-studded cast ranging from Judge Judy or Judge ‘Beauty’ to members from the hit-show, Suits, to many others. The play on popular TV dramas, mixed with law terminology is a perfect blend.

While many may see e.l.f. Cosmetics as a brand turning up in unexpected territory, they are very much used to showing up at sports fields. Take their campaign with TeamSnap for Brands as an example, where they wanted to help young girls express their best ‘e.l.f.’ through positive self-talk and team cheers.

e.l.f. is standing out as a fan favorite at this year’s Super Bowl and in court.

DoorDash can dash everything

DoorDash is claiming that they can, in fact, ‘door dash anything and everything.’ The brand is running a sweepstakes they’re calling “All the Ads’ ‘ in which one lucky winner will receive everything that is advertised during the big game. Yes– cars, 1,000 Popeyes chicken wings, a Clydesdale saddle, you name it. The sweepstakes will be a true feat of outside-the-box thinking, if they can pull it off. For a chance to win everything that is aired during the Super Bowl, head to www.doordash-all-the-ads.com to enter for a chance to win.

Uber Eats delivers comedic relief

Uber Eats has redefined food delivery service, and there’s no better way to show up than on Super Bowl Sunday where food is at center stage. The brand is no surprise guest at the Super Bowl, and will be showcasing its fourth consecutive commercial this year.

Uber Eats is playing into the cultural zeitgeist by featuring star couple David Beckham and Victoria Beckham. Most notably, it’s capitalizing off a scene from the Beckham documentary that was both awkward, funny, and unpredictable. Their recreation of the unforgettable interaction has already captured the attention of the internet before the game has even begun.

Dove can take a tackle

It isn’t the hard tackles, bruises, and falls that keep girls out of sports – it’s low confidence. Dove’s campaign for Super Bowl LVIII is a cinematic commercial showing that it’s not the bumps and bruises from playing sports that keep girls from playing sports, it’s low self esteem. Dove is challenging communities to help keep girls in sports by building them up, as opposed to knocking them when they are down.

Dove has tapped into the growing interest in women and girls in sports, and created a motivating message to get everyone involved.

From e.l.f, to Dove, DoorDash to Uber Eats, brands are dressed, trained, fueled, and ready to compete at this year’s Super Bowl.