More than a dozen brands will run Super Bowl ads for the first time this Sunday. Look for brands like Skittles, Weight Watchers, and Always, maker of feminine hygiene products, to make their game-day debut. That’s the most newcomers in about 15 years.

NBC finally sold out of Super Bowl ads four days before the game. In 2014, Fox sold out two months before kickoff.

“Due to some of the controversy over the past year with the NFL, there were probably some brands that have traditionally been Super Bowl advertisers that decided maybe this was a good year to not get involved,” says David Griner, digital managing editor at Adweek.com.

Watch the Always commercial here: