Squarespace's Super Bowl ad picks up where the brand's pre-game ad will leave off: with John Malkovich calling another John Malkovich. The pre-game spot shows a perturbed Malkovich who is unable to secure JohnMalkovich.com as the site for his fashion line.

The in-game ad features Malkovich calling up that other John in an attempt to purchase his domain name. The other Malkovich won't budge, sending the actor into a fit of rage with nothing to show for it. This scenario is based on a real-life situation involving John and an already taken domain name.

"Get your domain before it's gone," closes the ad, created by JohnXHannes.

Mobile Strike is returning to the Super Bowl for the second time, with Arnold Schwarzenegger reprising his role as a military action hero. Last year's Super Bowl spot, "Arnold's Fight," had Schwarzenegger fending off assassins, military and para-military attackers -- and most of them he rode with in an elevator. Awkward.

In a 60-second teaser ad, Schwarzenegger is once again fending off his enemies by any means possible. As enemy planes move closer to Schwarzenegger's desert compound, he instructs his men to build a wall, subsequently ordering them to make it "higher." The teaser ends with the Governor calling himself the "party pooper."

215McCann created the campaign, directed by Henry Hobson of Furlined.

T-Mobile's 60-second Super Bowl ad, running in the first quarter, stars a dapper Justin Bieber -- a self-proclaimed "celebration expert" -- describing the evolution of the touchdown dance.

"#UnlimitedMoves" also features cameos from NFL players Rob Gronkowski and Terrell Owens and the belief that celebrations shouldn't be limited, and neither should data plans.

Fans are encouraged to submit their best touchdown dances on Twitter, Facebook and Instagram using the hashtag #UnlimitedMoves for a chance to be retweeted by Bieber on Feb. 6.

Publicis Seattle created the campaign.

GoDaddy's Super Bowl ad, "Good Morning," is a love letter to the Internet, full of Easter eggs and free of raunchy gags.

The ad promotes GoCentral, GoDaddy's new service that combines a mobile-optimized website builder with a set of marketing and e-commerce tools to help people get their ideas noticed online. And you don't have to be a tech genius to use it and build your own website.

The ad introduces a character who personifies the Internet. There are so many hidden homages to the Web throughout, like a nod to the ice bucket challenge, the old-school sound of dial-up Internet, AOL's "You've Got Mail," a sneezing panda, a famous Rick Astley tune, cats on Roombas and that dress whose color is still argued about to this day.

Internet guy sees a couple pruning shrubs into funky shapes, which leads them to build their topiary business online. Bullish created the campaign.