You can never go wrong with babies -- or babies in costume. The National Football League launched "Baby Legends," running in the third quarter. Created by Grey New York, this adorable ad, set to Chicago's "You're the Inspiration," features baby look-alikes of famous past and present NFLers like Coach Mike Ditka, Michael Irvin, Coach Vince Lombardi, Joe Namath, Marshawn Lynch, and Von Miller. The spot ends with "Who's Next?" with Atlanta Falcons running back Devonta Freeman eyeing Coach Bill Belichick with the Lombardi trophy between them.

This is my favorite Super Bowl ad so far, since I can completely relate to everything about it. Michelob ULTRA created "Our Bar," a 60-second ad that features real fitness fanatics, not actors, and a revised definition of a bar setting. Set to the theme from "Cheers," athletes push themselves to the brink in vigorous workouts, including CrossFit, road racing, spin sessions and obstacle course training. Afterwards, everyone stretches, relaxes and has a cold beer with friends new and old. My favorite part of the ad is the man who stops running during a …

Babies in costumes. A new "bar" setting. Let's launch!

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 …

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 …

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.

Schwarzenegger builds a big wall in Mobile Strike teaser ad. Bieber cleans up nice. Let's launch!

So far, only two Super Bowl ads have made me laugh out loud: Skittles and Kia Niro, which launched its full game Super Bowl ad today. "Hero's Journey" is a 60-second spot, running in the third quarter, starring Melissa McCarthy as an eco do-gooder. She wants to save everything. And when she gets a call, McCarthy and her Niro come running. Set to Bonnie Tyler's "Holding Out For A Hero," McCarthy's first save is whales, although a breaching one propels her into the boat she just left. She is also a tree-hugger, until …

KFC is running a Super Bowl ad during the fourth quarter that pits two celebrity colonels against one another. In one corner, there's the Georgia Gold Colonel, played by Billy Zane; in another, the Kentucky Buckets Colonel, played by Rob Riggle. The 15-second ad plays off the strategy that KFC cannot have two colonels at the same time. The competitive juices start flowing. Zane introduces his Georgia Gold-flavored chicken while Riggle interrupts, looking to play football. Riggle tries to tackle Zane, but he's gold-plated, so Riggle goes down hard. Teaser ads, longer than the …

Audi's Super Bowl ad, running in the third quarter, sends a powerful message about pay equality. "Daughter" tells the story of a father's inner thoughts as he watches his little girl compete in a downhill cart race. "Do I tell her that despite her education, her drive, her skills, her intelligence that she will automatically be viewed as less than every man she ever meets?" he ponders as his competitive, fierce daughter wins the race. Audi closes with a commitment to equal pay for equal work, because "progress is for everyone." #DriveProgress. Venables Bell …