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Although most ads have been revealed in order to try to capture pre-game buzz, there will undoubtedly be some surprises on game day. Jeep, which created the hit “Groundhog’s Day” remake ad starring Bill Murray last year, will be back in the game as well. Online gig marketplace Fiverr, a first-time advertiser, has teased that its ad will feature Four Seasons Total Landscaping, the site of an ill-fated Rudy Giuliani press conference in November.

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Another first-time advertiser, DoorDash, is teaming with Sesame Street to promote neighborhood delivery. And E-Trade, famous for the talking baby ads it ran in the Super Bowl from 2008 until they “retired" in 2014, is back in the big game with an undisclosed ad.

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There are more than 20 first-time advertisers this year, but most are sticking to nostalgia and celebrities to stand out. Dr. Squatch, a little known direct-to-consumer soap and personal care brand, is one of the few to embrace weird humor to stand out. The tongue-in-cheek ad shows a man walking through the woods espousing why Dr. Squatch's natural soap is the right choice for the modern man who “opens pickle jars" and "lets his daughter braid his hair."

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