Super Bowl 2015: Who’s Who in Roster of Ads

PHOTO: Denver Broncos fans cheer as their team takes the field against the Seattle Seahawks while watching the NFL Super Bowl XLVIII at the View House bar in Denver, Colo. on Feb. 2, 2014.Marc Piscotty/Reuters
Denver Broncos fans cheer as their team takes the field against the Seattle Seahawks while watching the NFL Super Bowl XLVIII at the View House bar in Denver, Colo. on Feb. 2, 2014.

No one knows how the 49th Super Bowl will unfold on Feb. 1, but fans can be certain that the game’s pricey commercials will provide over-the-top entertainment.

New to the ad roster is Wix, a Web design company; Mophie, a smartphone case maker; and Loctite Super Glue -- and some bigger companies are also making their debut.

Carnival Cruise Lines is allowing fans to vote online for the commercial that will be the company’s first-ever Super Bowl spot. Skittles has never had an ad on the world’s biggest advertising stage, but it will this year.

The slots will also be taken by returning brands including Coca-Cola, McDonald’s and Pepsi. After a four-year hiatus, Snickers will return -- but without Betty White, who appeared in the hit "You're Not You When You're Hungry" Super Bowl spot in 2010. The ad helped fuel a career resurgence for the elderly actress.

Snack maker Doritos is already showcasing fan-created ads on YouTube, and 11-time advertiser GoDaddy.com is turning in its racy playbook with a commercial that features race car driver Danica Patrick and a puppy.

Brands that reportedly won’t return this year include M&M’s, H&M and Volkswagen, whose "Star Wars" homages have been fan favorites.

Movie fans always look forward to getting sneak peeks of summer blockbusters during the broadcast, but so far, only “Jurassic World” is confirmed to be participating.

A 30-second commercial during the broadcast costs a record $4.5 million this year, up 12.5 percent from a spot in last year’s broadcast.