Super Bowl: Rihanna, the ads and everything but the football – live updates

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This is rather charming:

More complete, and more official, videos on the way but here’s a look at how it all started:

Some more shots here of Rihanna’s extravagant half-time performance:

Photograph: Patrick Breen/USA Today Sports

Photograph: Ezra Shaw/Getty Images

Photograph: Brian Snyder/Reuters

Photograph: Mike Coppola/Getty Images

Photograph: Rob Carr/Getty Images

And as is so often with Super Bowl performances, it’s over before it’s really begun. A quick zip through some of her greatest hits although with some sure-to-be-debated omissions (it was never going to be comprehensive). It’s a thrill to see her return although new music appears to not be part of the return just yet…

Umbrella is next (with no Jay Z to be seen even though he is in attendance) and Rihanna’s outfit seems to have got bigger. There are fireworks in the sky, rather than rain thankfully, and we are moving swiftly on to Diamonds.

The crowd has turned into a sea of diamonds aka lights and Rihanna has been lifted off the ground again on her moving platform. We get a better look at the structure and it looks like, well, a nightmare for the insurers to say the last…

After a dancer offers her the opportunity to re-do her make-up (a moment that feels like an instant meme), it’s on to All of the Lights and a look back at the impressive staging which seems to be increasing by the moment.

Run This Town is next and a band suddenly appears behind her. Is a special guest appearing soon? It certainly feels like it would make sense around now…

Wild Thoughts is next and followed by an incredible aerial shot of her dancers all doing the splits upside down. For the next song, her dancers continue to showcase moves that require intimidating flexibility. Rihanna might not be following them exactly (how could she even sing as well?) but she is giving it a lot.

Photograph: Mark J Rebilas/USA Today Sports

Rude Boy next with Rihanna in control of her large assembly of dancers and with suggestive moves that might shock some of the easily offended conservative Fox viewers (expect some right-wing hand-wringing later tonight)

She moves quickly on to some of her uptempo club favourites – Where Have You Been to Only Girl in the World to, yes, We Found Love. Arguably her greatest song, it turns the stadium into a dancefloor with her backing dancers all perfectly in formation.

It’s a pretty undeniable moment of euphoria.

Rihanna is here

Photograph: Mike Coppola/Getty Images

After what felt like an unending first half or whatever it’s called, Rihanna is finally here! Enough with the ludicrously well-paid kicking and the grunting, we now get to experience the main event, the star’s first live music performance for five years.

It kicks off with the star already standing, a fakeout non-dramatic entrance when the camera then pans back to show her on a FLOATING PLATFORM surrounded by other floating platforms with dancers.

First song is Bitch, Better Have My Money with the star in total, thrilling ownership of the stadium.

The third instalment in one of the only current franchises that’s yet to put a foot wrong, Creed III brings star Michael B Jordan behind the camera, acting as both lead and director. He’s up against Jonathan Majors, also on bad guy duty in Ant-Man 3 this season, and early word suggests test screenings have been going remarkably well. There’s no Stallone this time around, and early word also suggests he’s not best pleased about that, but hopes are high for another knockout.

Your Cousin From Boston, the usual Super Bowl mascot for Boston-based Sam Adams, spends a commercial imagining a cheerier version of the city in honor of its “brighter” lager. A Red Sox fan hugging a Yankees fan, Kevin Garnett spreading love instead of trash talk, mobsters recycling – it’s only in a dream.

Jennifer Coolidge re-teams with The White Lotus creator/writer Mike White for cosmetics brand e.l.f., whose primer is so dewy it makes her feel like she came from the sea. More specifically, like “a dolphin…like a baby dolphin.” And with that, in a way only Coolidge can, she signs off with a baby dolphin squeak.

Stop playing sports please

Huhhhhh