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Here are the Super Bowl ads with the most pregame buzz

Is one of the movie trailers even for a real movie?

Morgan Freeman blowing cold air at Peter Dinklage.
The closing image in PepsiCo’s new spot
YouTube

It’s not enough to have a surprising television ad during halftime of the Super Bowl. Now brands build buzz in advance for their costly commercials, both online and on social media.

So, what’s catching on?

The spot with the most digital traction, according to iSpot.tv’s “digital share of voice” rankings is this 60-second ad from PepsiCo, the parent brand behind Doritos and Mountain Dew. Half the commercial is Peter Dinklage from “Game of Thrones” lip-syncing to “Look at Me Now” while eating Doritos Blaze chips. The second half cools the fire: Morgan Freeman does his version of “Get Ur Freak On” while promoting Mountain Dew Ice.

The next ad with the most traction features Amazon Echo malfunctioning after the device “loses its voice.” Enter people like Jeff Bezos and Cardi B trying to fix it.

The next-most buzzed-about spot is more traditional: A movie trailer for what seems like another installment of “Crocodile Dundee” ... or is it? The movie, supposedly called “Dundee: The Son of a Legend Returns Home,” is said on its website to be a production of Rimfire Films, but local Australian reports have deemed it to be nothing more than a “viral marketing stunt.”

Well, either way, here’s the idea:


This article originally appeared on Recode.net.