Here are the Super Bowl ads with the most pregame buzz

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.

Will you support Vox’s explanatory journalism?

Most news outlets make their money through advertising or subscriptions. But when it comes to what we’re trying to do at Vox, there are a couple of big issues with relying on ads and subscriptions to keep the lights on:

First, advertising dollars go up and down with the economy. We often only know a few months out what our advertising revenue will be, which makes it hard to plan ahead.

Second, we’re not in the subscriptions business. Vox is here to help everyone understand the complex issues shaping the world — not just the people who can afford to pay for a subscription. We believe that’s an important part of building a more equal society. And we can’t do that if we have a paywall.

So even though advertising is still our biggest source of revenue, we also seek grants and reader support. (And no matter how our work is funded, we have strict guidelines on editorial independence.)

If you also believe that everyone deserves access to trusted high-quality information, will you make a gift to Vox today? Any amount helps.

One-Time Monthly Annual

$5/month

$10/month

$25/month

$50/month

Other

$

Yes, I'll give $5/month

Yes, I'll give $5/month

We accept credit card, Apple Pay, and Google Pay. You can also contribute via