If you like to be surprised by the ads you see on February 7th during Super Bowl XLIV, close your eyes, hum a tune and click to read the next article. *Do not read on*. You have been warned.

With some of the usual suspects like FedEx, GM and Pepsi sitting on the sidelines for the first time in years, here's what and who you can expect to see during this year's Super Bowl. As more becomes available, we'll be updating this post.

First Half:
Cars.com will continue its ’Confidence’ campaign by DDB Chicago with one 60-second commercial that will air in the first half.

First Quarter:
GoDaddy.com - 1 :30 in 1st Quarter featuring Danica Patrick done my GoDaddy Productions (in-house). One of the two spots is titled "Movies" and will feature Patrick in spoofs of movies from “Weird Science” to “Flashdance" with an internet extended version.
Bridgestone - 1 :30 in 1st Quarter by Richards Group, Dallas.

Second Quarter:
Dockers - 1 :30 in 2nd Quarter by DraftFCB
Careerbuilder - 1 spot in the 2nd Quarter. UGC part of a "Hire my TV ad" contest.
Dr Pepper Snapple Group - :30 in 2nd Quarter promoting Dr Pepper Cherry line with Gene Simmons and the rest of KISS. Agency is Deutsch, Los Angeles
Hyundai Motor - 1 :30 in 2nd Quarter by Innocean Worldwide Americas, Irvine, CA for unknown car lines
TRUTV - :30 promoting the cable network with creative by Grey

Second Half:
Honda - 1 :30 spot in 2nd half focusing on launch of new a new model, the Accord Crosstour by RPA of Santa Monica, CA

Third Quarter:
Bridgestone - 1 :30 in 1st break of 3rd Quarter by Richards Group, Dallas.
Hyundai Motor - 1 :30 in 3rd Quarter by Innocean Worldwide Americas, Irvine, CA for unknown car lines
Kia - 1 :30 for new 2011 Sorento crossover by David & Goliath, Los Angeles
kgb - 1 :30 focused on text-answer service to get info instead of going through search results by Brooklyn Brothers, NY. Currently it has 3 spots to select from including one featuring two Baldwin brothers, Stephen and William.
Census Bureau - 1 :30 by DraftFBC
Volkswagen - 1 :30 introducing a new twist to the "Das Auto" campaign - minus the talking car by Deutsch, LA.

Fourth Quarter:
Diamond Foods - Pop Secret and Emerald Nuts by Goodby, Silverstein & Partners, San Francisco with 1 :30 in 4th Quarter that will drive consumers to a microsite that hosts the Super Bowl spot but also a game and links to the brands’ individual sites
GoDaddy.com - 1 :30 in 4th Quarter featuring Danica Patrick done my GoDaddy Productions (in-house). One of the two spots is titled "Movies" and will feature Patrick in spoofs of movies from “Weird Science” to “Flashdance" with an internet extended version.
Audi of America - Expect a :60 in the 4th Quarter by Venables, Bell & Partners, SF promoting the A3 TDI diesel and music by Cheap Trick.

Unknown Airtime:
HomeAway Inc. 1 :30 spot will feature actors Chevy Chase and Beverly D'Angelo in its new national advertising campaign developed with Seattle advertising agency Publicis in the West. The campaign will play on the pair's roles in "National Lampoon's Vacation," the hit 1983 comedy about a disaster-plagued family trip.
Anheauser-Busch - Expect a mix of Budweiser and Bud Light ads (as usual) spread throughout the game. Usually they buy heavy up front in the first half.
Coca-Cola- Probably 1-3 spots, perhaps for more than just the Coca-Cola brand.
Motorola - At least one ad by Ogilvy Worldwide
Mars - Unknown brand - perhaps Snickers.
Dodge - 1 :60 with a "message of irreverence" by Wieden & Kennedy
Denny's - 1 spot by Goodby, Silverstein & Partners, San Francisco.
NFL - Sources say 1 :30 and 1 :60 by Grey - probably tied to United Way or other charitable partnership
Monster.com - One spot by BBDO NY
Frito-Lay - Doritos - to air 3 spots of UGC from "Crash the Super Bowl" contest. Agency is Goodby, Silverstein & Partners, San Francisco.
Boost Mobile - A :30 by 180 Los Angeles taking a nostalgia approach, with players from the 1985 championship Chicago Bears, including Jim McMahon, Willie Gault and Mike Singletary, re-creating their "Super Bowl Shuffle" song-and-dance routine.
Unilever's Dove Men Care - At least one spot pushing new line amied at men by Oglivy & Mather
ETrade began airing new ads during the playoffs last week kicking off a new series of "Talking Baby" created by Grey New York. The :30 Super Bowl ad will feature a new baby. Oo, how exciting! (yes, that's sarcasm).
Electronic Arts - Rumored to have one spot by agency of record Wieden & Kennedy, Portland
Teleflora - no additional information
Yum Brands' Taco Bell - 1 :30 (maybe more) by Draft FCB
Focus on the Family - 1 :30 which the The LA Times is reporting will feature 2007 Heisman Trophy winner Tim Tebow and his mother will appear in a 30-second commercial. The Christian group Focus on the Family says the Tebows will share a personal story centering on the theme "Celebrate Family, Celebrate Life." "The group isn't releasing details, but the commercial is likely to be an anti-abortion message chronicling Pam Tebow's 1987 pregnancy." Whether it is a national or local buy is unknown.
Papa Johns International - Considering spots in-game as part of its agreement as the NFL/Super Bowl official pizza sponsor.

Movie House Ads:
Walt Disney Pictures - At least one spot, but has a few upcoming movies to choose from to promote ("Alice in Wonderland", "Prince of Persia: Sands of Time", "Toy Story 3"). Agency is in-house.
Paramount Pictures - 3 ads in 1st and 2nd Quarters to promote "Shutter Island, "Iron Man 2" and "The Last Airbender" by in-house agency.
Universal Pictures - At least one spot by in-house agency, potentially for "The Wolfman", "Robin Hood" and "Despicable Me".

Pre & Post Game:
Sun Life Financial

Got tips or rumors? Send them in or add them in the comments below. And, don't forget to join us as we post ads here and tweet live on the night of the event.