We’ve now seen more than 30 complete Super Bowl LV ads, and they’re a nice blend of fun, humorous, heartfelt and inspiring. But almost all of them have one thing in common—no masks. McDonald's did include a mask in its pre-game ad, which celebrates its drive-thru customers, otherwise there’s hardly a mask in sight. At a time when masks are ubiquitous—and an important element of pandemic-era safety precautions—their absence is conspicuous.

Adweek’s Robert Klara offers 5 reasons why brands avoided masking up their ad stars this year.

Droga5’s “Journey to the Peak” campaign for ViacomCBS’ upcoming streaming service Paramount+, which took its first steps during the AFC Championship, continues during the Super Bowl with four promos. The ads, which are part of CBS’ in-game allotment, highlight the streamer’s content and many of the celebrities in it. In the promos, ViacomCBS stars like Sir Patrick Stewart, Stephen Colbert and more trek up the Paramount Mountain. Watch the ads, and learn how Droga5 summited this metaphorical peak.

More Big Game Updates: News from Bass Pro Shops, Fiverr and ViacomCBS

• Sister chains Bass Pro Shops and Cabela’s have united for their first Super Bowl ad, which invites Americans to “get back to nature.” Enjoy the view.
• Fiverr’s Super Bowl ad teaser transports you back to 2020—and Four Seasons Total Landscaping, the site of one of Trump’s most awkward moments. Watch here.
• Scotts Miracle-Gro’s first Super Bowl appearance introduces a spokesperson named Pete, who is intended to appeal to millennial lawn and gardening enthusiasts. Meet Pete.
• Super Bowl 55, which CBS will broadcast on Sunday, is perfectly timed to help the network get its season back on track. Adweek's Jason Lynch explores why. Plus, hear from Jo Ann Ross about how ViacomCBS took an unusual approach to the Super Bowl, courting first-time advertisers that saw success in 2020. 
• Super Bowl 55 can be streamed in more ways than ever, so it’s perhaps no surprise that it’s shaping up to be “the most streamed TV event to date.” Learn how this will impact the future of the Big Game. 
• It sounds nice to escape, but analysis by Zeta Global suggests that brands would be better off facing the facts of the pandemic in their Super Bowl ads. Explore the insights.

This week, Uber announced its plans to buy Drizly for $1.1 billion. The deal speaks to the success of both platforms and the surge of delivery—both food and alcohol—during the pandemic, and it shows how ecommerce players are emulating Amazon’s success model. After the sale concludes, Drizly will remain its own app, but it will also be integrated into Uber Eats so that customers can order alcohol through the platform. But there could be tension with restaurants that want to sell delivery booze.

Almost a year ago, PepsiCo bought Rockstar Energy Beverages. Now it’s reintroducing the brand with a revamped look and tone that aims to draw the general public into the buzzy energy drink category, expanding beyond the stereotypical gamer crowd. The rollout will begin during the Super Bowl pre-game show prior to kick-off. Check out the reimagined branding in the 30-second spot about it.

More of Today’s Top News and Highlights:

• AppLovin Buys Measurement Provider Adjust as Apple’s Privacy Lockdown Looms
• Snapchat Spotlight Has Already Amassed 100 Million Users
• Pinterest Posts Strong Revenue Gains in Q4 as Pinners Seek Ideas and Inspiration
• Facebook, Instagram TikTok, Twitter Go After Sellers of Hijacked Accounts

Iconic ads like Bud Light's “Dilly dilly!” and Alexa losing her voice are certainly memorable—but when it comes to sheer longevity, no brand can touch Master Lock. Unlock its intriguing Super Bowl ad history.

Warby Parker Senior Director of Experience Design Tim Riley, Hill House Home Founder and Chief Executive Officer Nell Diamon, and Grove Collaborative Chief Marketing Officer Lilian Tomovich join us as Breakout Session leaders at the Challenger Brands Summit, Feb. 22-25.

Don't wait, view the full schedule and use code NLSUB20 for an extra 20% off* before rates increase on 2/9.

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Crook & Marker's new website features a lifetime supply of shirtless men and their dogs.

The 30-second spot will run in select markets during the Big Game.

The video creation platform also revealed more guests for its TikTok Tailgate event.

The agency worked with partner shops to reach California's diverse population.

2018 campaign spotlights predatory practices.

BTS was the most mentioned artist and its 'Dynamite' was the most-mentioned song.