NEW YORK (AP) — The Super Bowl is under way and advertisers still have some surprises in store.

Coca-Cola and Weight Watchers are among those waiting to reveal their full ads to the more than 110 million viewers expected to watch the New England Patriots and the Seattle Seahawks. Skittles, a first-timer to the big game, got some extra publicity early on when Marshawn Lynch popped some of his favorite candies into his mouth on the sideline.

Then during the first quarter, its ad showed a town where people, dogs and babies all have massively overdeveloped arms because differences are settled with arm wrestling.

Check back throughout the night for updates.

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PUPPY LOVE ... AGAIN

Budweiser's "Lost Puppy" ad was a winner before it even aired during the Super Bowl. The ad, which shows a puppy running away to find his Clydesdale buddies, already had 18 million views on YouTube ahead of the game.

It's a tried-and-true formula. Last year, Budweiser broke records with its Super Bowl spot, "Puppy Love," which was a Top 10 branded content video and Top 10 video overall on YouTube. Some fun facts about this year's spot:

—Eight puppies are featured in the ad, all of which were just a few months old at the time of filming

—Seven Budweiser Clydesdales underwent training for three months to fine-tune their skills for the ad.

—The song in the spot, "I'm Gonna Be (500 Miles)" is performed by Sleeping At Last.

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MARCIA, MARCIA, MARCIA!

Snickers scores some laughs early in the first quarter with an ad recreating a famous Brady Bunch scene.

Actor Danny Trejo plays an agitated Marcia Brady with a broken nose, continuing the Snickers advertising theme that people aren't themselves when they're hungry.

The kicker comes when the camera cuts to Steve Buscemi as he stands on the Brady's familiar staircase, reciting middle sister Jan's line of exasperation: "Marcia, Marcia, Marcia!"

"This isn't about you Jan," says Florence Henderson, the actress who played Carole Brady. This prompts Buscemi to run away, exasperated, while shouting: "It never is!"

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TIME TRAVEL WITH BMW

Somehow, TV journalists Katie Couric and Bryant Gumbel seem to know what "twerk" means.

The former "Today" show hosts poked fun at themselves in an ad for BMW's new all-electric car. The ad features a clip from 1994 when Couric and Gumbel express puzzlement over the concept of the Internet and the "at" symbol in email addresses.

Fast-forward to present day, and they're expressing similar confusion about BMW's i3 car. Toward the end of the commercial, Gumbel asks Couric if she can twerk.

"Maybe," Couric says.

For those who aren't familiar with the term, Urban Dictionary defines it as "the rhythmic gyrating of the lower fleshy extremities in a lascivious manner with the intent to elicit sexual arousal."

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PRE-GAME SCORES

Two ads immediately preceding the game grabbed viewers' attention. Chevrolet's ad "Blackout" appeared to be a live game feed that turned into static and a blank screen. But Chevrolet used the trick to show that its Colorado truck has 4G LTE Wi Fi, so you could stream the game live in the truck.

Then an Esurance ad showed celebrity Lindsay Lohan trying to pick up a boy from school. When he protests that she's not his mother she says she's "sorta" his mom because they're the same age range and have seen a lot of miles.

"When it comes to the big things (like your mom or your car insurance) sorta just doesn't cut it," a voiceover states.

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TOYOTA'S KICKOFF

Toyota kicked off the ad games with a spot for featuring Paralympic medalist Amy Purdy snowboarding and dancing, set to a speech by Muhammad Ali that ends with: "I'll show you how great I am."

It's the first of two ads for Toyota's Camry.

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COKE FIGHTS INTERNET TROLLS

Coca-Cola says its 60-second ad during the first quarter will "tackle the pervasive negativity polluting social media feeds" and make the web a happier place. The idea is in line with the company's long-running marketing strategy of associating its soft drinks with happiness.

The spot also reflects an early theme that seems to be emerging this year, with multiple ads seeking to address social or family issues. Procter & Gamble, for instance, is running an ad that features young women upending the idea of what it means to do things "like a girl."

By aligning themselves with feel-good causes, companies are hoping to engender goodwill from consumers.

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NEWCOMERS ABOUND

There will be 15 newcomers to advertising's biggest stage on this year, including Loctite glue and website host Wix.com. That's the highest number of newbies since 2000.

Advertising experts say the interest from first-time advertisers is a sign companies are feeling good about the most recent economic recovery.

Still, Super Bowl ads are a big gamble for small companies. Some succeed in becoming a household name; Godaddy.com established itself with a racy Super Bowl spot 11 years ago. But others misfire; Groupon's first and only Super Bowl effort in 2011 aimed to be a tongue-in-cheek take on public service announcements, but was criticized for being insensitive

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MCDONALD'S WANTS LOVING

Taking a page from Coca-Cola, McDonald's recently launched an ad campaign seeking to tie its brand with the uplifting emotion of loving.

For its Super Bowl ad, the fast-food chain is featuring a promotion that lets randomly selected customers pay for their orders with small acts of love, like a high-five or a call to a relative. The promotion starts Monday and runs through Feb. 14

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Follow Candice Choi at www.twitter.com/candicechoi