Roll Global, which also owns Fiji Water and POM Wonderful juice, says its Super Bowl ad last year starring Korean pop singer Psy was a huge hit, with sales up 18 percent year over year.
Good for them, but some viewers are getting a little tired of that horsey dance.
New York City dwellers may have already noticed teasers for the ads starring Colbert playing on TV screens in the back of taxis over the past week.
SECOND HALF: BOB DYLAN VERSUS JOHN STAMOS
Chobani may feature a Bob Dylan song in its ad, but rival Oikos has Full House star John Stamos — better known as Uncle Jesse to fans of the sitcom.
In Chobani's big game debut, the tune of "I Want You" plays as an angry bear ransacks a country store for something good to eat.
Meanwhile, Dannon's Oikos ad shows Stamos sitting with a woman who seductively licks some stray yogurt from his finger, then his upper lip. The scene heats up when some yogurt falls on his lap — but the moment is ruined when fellow Full House stars Bob Saget and Dave Coulier interrupt with offer to clean it up.
For those who didn't watch Full House: the joke is that Saget's character was a clean freak. As daughter Michelle would say...How rude.
FOURTH QUARTER: SCARLETT JOHANSSON'S POLITCALLY CHARGED FIZZY WATER
Who knew seltzer could be so controversial?
SodaStream's ad starring the actress Scarlett Johansson has already gotten plenty of attention for the soda machine maker. The ad prompted the "Her" star cut ties with Oxfam International, which took issue with SodaStream's large factory in an Israeli West Bank settlement.
Meanwhile, Oxfam is planning to bring attention to another issue during the game: Pepsi's "land grabs" in countries such as Brazil and Cambodia, where it says the company's sugar suppliers have robbed farmers of their rights and kicked them off their land.
Oxfam says it has about 1,000 people signed up to tweet and post on Facebook during the game.