Super Bowl 2026: Watch the 14 Greatest Ads

6 February 2026

Big game. Big commercials.

As Super Bowl LX (the 60th anniversary!) descends upon Levi’s Stadium in Santa Clara this February 8, 2026, the energy in the marketing world is just as high-stakes as the action on the turf. This year, the Seattle Seahawks and the New England Patriots face off in a historic rematch of their 2015 encounter, but for marketers, the real battle is happening during the commercial breaks.

NBCUniversal, this year’s official broadcaster, confirmed a total sell-out of ad inventory as early as September 2025. The price for a 30-second slice of airtime has reached a staggering $8 million average, with some premium slots reportedly fetching upwards of $10 million for the very first time. To put that in perspective, ad costs have surged over 21,000% since the first Super Bowl in 1967, when a spot cost just $37,500.

“Nothing drives brand awareness like the Super Bowl, and that’s why companies continue to invest heavily in it. The market is evolving rapidly, and we’ve seen a record-breaking number of partners wanting to secure their units in this historic month.”

Mark Marshall, Chairman, NBCUniversal Advertising & Partnerships.

With viewership expected to shatter last year’s record of 127.7 million, brands are no longer just buying a “spot”, they are buying the last remaining bastion of truly mass, simultaneous human attention. Below, I’ve summarized the major marketing trends of 2026, and highlighted the ads that are already setting the industry ablaze.

7 Key Marketing Trends of Super Bowl LX (2026)

These are the main advertising observations and shifts happening this year:

1. The “Gen AI” Mainstream Moment

While 2025 saw brands experimenting with AI, 2026 is the year it became the protagonist. Google is using its spot to showcase how Gemini humanizes home-buying, while Amazon features Chris Hemsworth in a high-octane thriller centered around a self-aware Alexa+. Interestingly, we’re also seeing “AI-resistance” as a marketing tactic: Anthropic (Claude) is running ads that specifically highlight their “no-ad” ecosystem, positioning human-centricity as a luxury.

2. Radical Self-Awareness And “Meme-Flipping”

Some brands are moving beyond simple celebrity cameos toward “meta-marketing.” Fanatics Sportsbook made waves by casting Kendall Jenner in an ad that directly addresses the “Kardashian Curse” internet meme, while Dunkin’ is leaning into a “frantic genius” Ben Affleck storyline that blurs the line between ad and reality TV. Marketers are no longer afraid to let their brands be the punchline if it guarantees a viral social media cycle.

3. Humor as a “Safe Haven”

In a year characterized by economic and political complexity, the “tear-jerker” ad has largely been sidelined, and Lay’s commercial is the exception. Industry data shows a 15% increase in pure comedy spots compared to two years ago. From Sabrina Carpenter for Pringles to George Clooney for Grubhub, the strategy is clear: provide viewers with 30 seconds of unadulterated escapism and joy.

4. The “Second Screen” Power Play

The 30-second TV spot is now just the “trailer” for a larger ecosystem. Brands like Carl’s Jr. are using influencer-led campaigns to drive engagement on TikTok and Instagram during the game. The trend this year is “User-Generated Spectacle”, making the ad feel like a personal video rather than a polished cinematic production to build deeper trust with Gen Z viewers.

5. The “Wellness-Wash”: Pharma & Telehealth Go Mainstream

Gone are the days when the Super Bowl was exclusively reserved for beer, trucks, and junk food. This year marks a seismic shift as health care and pharmaceutical brands take over the “water cooler” moment. With five health and pharma brands in the game (up from just two in 2024), wellness has moved from a niche category to a cultural cornerstone. Marketers are moving away from clinical jargon and leaning into celebrity-led narratives to de-stigmatize everything from weight loss to cancer screenings.

6. The Great “Automotive Exit”: Efficiency Over Ego

For decades, the Super Bowl served as the unofficial “National Auto Show,” but in 2026, the garage is looking remarkably empty. As 30-second spots climb toward the $9 million – $10 million mark, the automotive industry is largely hitting the brakes. With only Toyota and Volkswagen maintaining a traditional presence, the category’s absence is the loudest statement of the year.

7. The “Famous Faces” Overload

While the technology and the categories continue to evolve, one thing remains unchanged: brands are terrified of going into the Big Game without a famous face. Ben Affleck, Ben Stiller, Benson Boone, Charli XCX, Emma Stone, George Clooney, Jennifer Aniston, Kendall Jenner, Matthew McConaughey, Post Malone, Sabrina Carpenter, Snoop Dogg… In 2026, there are as many celebs featuring in a commercial than brands advertising during the NFL final. The reliance on celebrities has reached a saturation point where a single star is no longer enough. We are seeing “ensemble casts” and “meta-cameos” to ensure the investment pays off in social media impressions. Full list of cameos at the bottom of this post.

The 14 Must See Commercials Of Super Bowl 2026

Among the 51 ads released so far (only 13 advertisers out of 55 haven’t release their commercial yet), our favorites and 2026 “winners” are: Anthropic (Claude), Budweiser, Bud Light, Fanatics Sportsbook, Grubhub, Hims & Hers, Kinder Bueno, Instacart, Manscaped, Novartis, Pepsi, TurboTax, Uber Eats and Xfinity.

Anthropic (Claude) – Ads Are Coming to AI. But not to Claude.

Budweiser – American Icons

Bud Light – Keg

Fanatics Sportsbook – Bet On Kendall

Grubhub – The Feest

Hims & Hers – Rich People Live Longer

Instacart – For Papa!

Kinder Bueno – Yes Bueno

Manscaped – Hair Ballad

Novartis – Relax Your Tight End

Pepsi – The Choice

TurboTax – Now Taxes Are Drama Free

Uber Eats – Hungry for the Truth

Xfinity – Jurassic Park… Works

All The Commercials Of Super Bowl 2026

While the total number of individual 30-second “slots” in a Super Bowl broadcast is typically around 60 to 70, this year there are 55 unique brands running ads during the big game. Some of them multiply spots, while others have co-branded spots. Here is the full YouTube playlist and alphabetical list of confirmed brands running commercials during the 2026 Big Game:

Link to the full YouTube Playlist

Amazon (Alexa) – Featuring Chris Hemsworth.
Anthropic (Claude) – Making its Super Bowl debut.
Base44 – A new entrant in the tech sector.
Blue Square Alliance Against Hate – Featuring Tom Brady and Snoop Dogg.
Boehringer Ingelheim – Part of the health/pharma surge.
Bosch – Starring celebrity chef Guy Fieri.
Bud Light – Featuring Post Malone, Shane Gillis, and Peyton Manning.
Budweiser – Celebrating its 150th anniversary with the Clydesdales.
Cadillac (Formula One) – Celebrating the brand’s F1 identity.
Dove – Focusing on “The Game Is Ours” (girls’ body confidence).
Dunkin’ – Starring Ben Affleck with Jennifer Aniston and Matt LeBlanc.
e.l.f. Cosmetics – Starring Melissa McCarthy in a telenovela-themed spot.
Expedia – Featuring a “Ken” doll (Mattel) booking a trip.
Fanatics Sportsbook – Featuring Kendall Jenner.
Google (Gemini) – Highlighting the human side of AI.
Grubhub – Debut spot featuring George Clooney.
He Gets Us (Come Near) – Continuing its “Loaded Words” campaign.
Hellmann’s – Featuring Andy Samberg as “Meal Diamond.”
Hims & Hers – Telehealth services expansion.
Homes.com – Returning for a high-budget real estate push.
Instacart – Directed by Spike Jonze, starring Ben Stiller and Benson Boone.
Kinder Bueno (Ferrero) – Making its Big Game debut.
Lay’s – Returning after a hiatus to launch “All Dressed” chips.
Levi’s – Strategic placement in its “home” stadium (Levi’s Stadium).
Liquid Death – The canned water brand returns with its signature edge.
Liquid I.V. – Debut spot featuring K-Pop star Ejae.
Manscaped – First-ever Super Bowl appearance.
Michelob Ultra – Featuring Kurt Russell and Lewis Pullman.
Nerds – Following up on their viral 2025 success.
NFL – Still empowering the next generation of leaders.
Novartis – Continuing the trend of pharmaceutical presence.
Oikos – Featuring Kathryn Hahn and Derrick Henry.
OpenAI (ChatGPT) – Expected to show everyday utility.
Pepsi Zero Sugar – Directed by Taika Waititi.
Poppi – The prebiotic soda brand’s first spot since its PepsiCo acquisition.
Pringles – Starring Sabrina Carpenter.
Raisin Bran (Kellogg’s) – A high-energy debut featuring William Shatner.
Ramp – Featuring Brian Baumgartner, aka Kevin from The Office.
Ring (Amazon) – Security tech showcase.
Ritz – Featuring Bowen Yang.
Ro – Healthcare/telehealth entrant.
Rocket – Returning for financial services visibility with Lady Gaga.
Skittles – Can’t wait to see what they have cooked with Elijah Wood.
Slack (Salesforce) – Continuing its “Team Earth” messaging with Mr Beast.
Southwest Airlines – Promoting new seating and service changes.
Squarespace – Directed by Yorgos Lanthimos, starring Emma Stone.
State Farm – Getting everyone to stop livin’ on a prayer.
Svedka Vodka – Returning to the game after a long absence.
T-Mobile – Known for high-frequency comedic spots.
Toyota – Focusing on its hybrid vehicle lineup.
TurboTax – Continuing the “Now This Is Taxes” platform.
Uber Eats – Featuring Matthew McConaughey, Martha Stewart, and Charli XCX.
Universal Orlando Resort – Promoting the “Epic Universe” opening.
Volkswagen – Celebrating its 1990s “Drivers Wanted” heritage.
WeatherTech – A consistent Super Bowl veteran.
Wix – Returning for the small business audience.
Xfinity – Highlighting 10G network capabilities.

All the Celebrity Cameos Of Super Bowl 2026

From actors and athletes, to singers and directors, no less than 59 famous faces are starring in a Super Bowl commercial this year. That’s as many as brands advertising at the Big Game.