If there’s one thing tech likes, it’s scale. And what has more scale than the Super Bowl? It’s a really big audience, all in one place, riveted to the screen.
That’s why Internet companies are willing to toss aside their better instincts about data-savvy consumer segmentation and spend for a TV appearance during the big game.
And lavishly. A 30-second spot for Sunday’s Super Bowl costs about $4.8 million, per Ad Age. A bunch of tech firms are handing that cash over to CBS boss Les Moonves, proving that one part of the world of television is not changing that drastically.
Well, it is in one way. Thanks to the unavoidable allure of online marketing, we’re able to see most of the spots (or at least a hint of them) well before Sunday. Here are the ones we know about.
The pesky carrier loves advertising and getting big-name celebs for the biggest advertising stage. Last year it was Kim Kardashian. This year it’s Drake and that song you certainly aren’t tired of.
For its Super Bowl debut, the e-commerce behemoth is leading with Echo, its smart assistant for the home. It has already put out three teasers featuring Alec Baldwin and former NFL hurler Dan Marino. (Thankfully, Amazon has ditched the creepy precocious kids.)
Lil Wayne. A George Washington impersonator. A singing Jeff Goldblum. Sure, why the hell not.
They all star in the inaugural Super Bowl spot for the Chicago-based apartment listing site, produced by Los Angeles agency RPA. Goldblum starred in earlier ads for the company, presumably because Wes Anderson is not shooting a movie now.
Squarespace, the content management software company that has raised $78 million and just can’t get enough of the Super Bowl, is back for the third time. Last year, it ran that inexplicable Jeff Bridges number. This year, the company recruited comedy duo Key and Peele for a “live sports commentary” bit, which is either a flat joke about sexuality or an incredibly nuanced one about the NFL head-injury epidemic, I cannot tell which.
The former Y Combinator company behind mobile game Mobile Strike is taking a break from advertising on Facebook to advertise on a bigger screen. Arnold Schwarzenegger stars in the bellicose spot.
And finally, the Web development shop Wix.com is working with Dreamworks Animation for its second Super Bowl ad.*
If you know any other tech companies splurging on SB50, please do tell.
*An earlier version of this article posted the 2015 Wix.com Super Bowl spot, not this year’s. My bad.
This article originally appeared on Recode.net.