Oh, and the E-Trade Baby might make a cameo appearance too!

Time for a Brand Mascot Roll Call!

Super Bowl LVI is only a few weeks away, and we’re starting a brand mascot head count for all the characters that might show up on Game Day. Here’s what we know so far.

M&M’S plans to sit out this year’s commercials.

Chester Cheetah *might* appear in the Cheetos-Doritos spot.

Where’s Mr. Peanut? Planters is back for the big game, but it looks like Mr. Peanut is MIA this time. In his place, former Community co-stars Joel McHale and Ken Jeong rib each other about the best way to snack on Planters Deluxe Mixed Nuts.

Mr. P is getting a much-deserved a time out. After all, the iconic legume has famously died and been reborn on Super Bowl Sunday.

The Budweiser Clydesdales

What about the Budweiser Clydesdales? Confirmed!

A 10-second teaser from Budweiser reveals “we’re back” as the beer brand’s most famous horses gallop forward. Previously, Budweiser sat out the 2021 Super Bowl — and were sorely missed by loyal fans. Since 1996, the Budweiser Clydesdales have appeared in more than 20 Super Bowl commercials.

The E-Trade Baby? Maybe?

2022 might also see the return of the E-Trade baby mascot.

Technically, the E-Trade Baby is in retirement. The iconic spokesinfant for the brokerage firm was originally conceived by Grey Advertising. The Baby made his debut during Super Bowl XLII in 2008. Six years later, Ogilvy & Mather took over the baby’s advertising and the E-Trade Baby retired in 2014.

E-Trade’s 30-second spot is set in a troubled financial near-future (sounds familiar) that needs a hero. Amid an uncertain economy and inflation, analysts call upon one specific person for help. They are aware that this person should not be disturbed. But they plead anyway. Come back!

Two dots light up on a baby monitor. Then, a tentative third lights up. Boom. E-Trade notes in its YouTube video link description that the iconic Baby is out there somewhere.

As with every other spot listed in this roundup, viewers are encouraged to tune in on 2.13.22.

If the E-Trade baby leaves retirement to make a rare appearance on Super Bowl Sunday, anything goes. Mr. Peanut might have to get cracking (pun definitely intended) on a new Super Bowl campaign that places him front and center. Same for all the other iconic brand mascots that have yet to be advertised on Game Day. Watch what happens with us during Super Bowl LVI!


  1. Thank you Heather. For keeping the torch lit on Television Commercial and Print Advertising. I not only enjoy reading PopIcon, I research the current events happening so my company can keep up and get a leg up on and anticipate strategies.


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