Super Bowl 2026: Watch the 15 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.

The 7 Key Marketing Trends Of Super Bowl 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 more celebs starring in commercials (60 in total) than brands advertising during the NFL final (55 in total). 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 15 Must See Commercials Of Super Bowl 2026

Among the 69 ads released by 55 brands this year (only 13 advertisers out of 55 didn’t release their commercial before the game), our favorites and 2026 “winners” are: Anthropic (Claude), Budweiser, Bud Light, Dunkin’, 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.

In a bold “challenger brand” move, Anthropic uses its Super Bowl debut to take a direct shot at OpenAI’s move toward ad-supported models. By parodying a future where AI assistants are cluttered with intrusive sales pitches, the creative positions Claude as the premium, “pure” workspace for deep work. It’s a strategic play on digital trust, making privacy the ultimate AI feature. Creative Agency: Mother, New York.

Budweiser – American Icons

Budweiser leans heavily into “Heritage Marketing” to celebrate its 150th anniversary alongside the U.S. 250th birthday. The creative depicts a heart-tugging friendship between a Clydesdale foal and a baby bald eagle, set to the soaring crescendo of “Free Bird.” For marketers, it’s a masterclass in brand stability, using iconic American symbols to offer a sense of unity in an increasingly fragmented cultural landscape. Creative Agency: FCB, New York.

Bud Light – Keg

Aiming to recapture its status as the “everyman’s beer,” Bud Light’s spot features global superstar Post Malone, comedian Shane Gillis, and Hall-of-Famer Peyton Manning in a classic slapstick scenario. When a keg breaks loose at a wedding and rolls down a hill, the slow-motion chaos, set to Whitney Houston, dramatizes the “great lengths” fans will go for the brand. It’s a smart pivot back to physical comedy that bridges the gap between Gen Z and sports traditionalists. Creative Agency: DraftLine (in-House), New York.

Dunkin’ – “Good Will Dunkin’: The Pilot”

Ben Affleck returns to the “Dunkin’ Cinematic Universe” with a high-concept meta-play that reimagines Good Will Hunting as a lost 1995 sitcom. Featuring a massive ensemble of ’90s legends, including Jennifer Aniston, Matt LeBlanc, Jason Alexander, and Ted Danson, the spot uses “Golden Cringe” nostalgia and a classic laugh track to pitch Dunkin’ as a timeless Boston staple. It’s a genius move that captures multiple generations by blending sitcom comfort with a self-aware parody of reboot culture and a “blink-and-you-miss-it” Tom Brady cameo. Creative Agency: Artists Equity, Los Angeles.

Fanatics Sportsbook – Bet On Kendall

Fanatics proves that “meta-marketing” is the new gold standard by leaning directly into the viral “Kardashian Curse” meme. Kendall Jenner acknowledges the online chatter about her dating history affecting athlete performance, flipping the joke to challenge viewers to bet on her own Super Bowl prediction. It’s a clever use of self-aware celebrity power to drive app downloads through cultural relevance rather than standard promotional tactics. Creative Agency: Fanatics Studios (In-House), New York.

Grubhub – The Feest

Directed by the surrealist filmmaker Yorgos Lanthimos, the Grubhub ad uses dark, cinematic absurdity to solve a very practical consumer pain point: delivery fees. George Clooney appears as a “Likable Authority” who arrives at a bizarre, high-society dinner to declare that Grubhub will “eat the fees” on large orders. By wrapping a hard-hitting value proposition in high-art aesthetics, the brand manages to stand out from the typical high-energy Super Bowl noise. Creative Agency: Anomaly, New York.

Hims & Hers – Rich People Live Longer

Taking a stand with purpose-led marketing, Hims & Hers uses its 60-second spot to expose the wealth-driven health gap in America. Narrated by Common, the creative highlights how elite care has historically been a luxury for the few, before positioning their platform as the “great equalizer” that democratizes access to GLP-1s and screenings. It’s an aggressive, mission-driven play designed to build deep brand equity with socially conscious consumers. Creative Agency: Hims & Hers (in-House), San Francisco.

Instacart – For Papa!

Instacart delivers a force multiplier effect by pairing legendary actor Ben Stiller with Gen Z pop star Benson Boone. Directed by Spike Jonze, the ad features a comedic generational clash as Stiller obsessively micromanages a grocery order for a family dinner. Strategically, this allows Instacart to maintain its appeal to busy parents while staying trendy with younger audiences, all while emphasizing the convenience of its personalized shopping experience. Creative Agency: BBDO, New York.

Kinder Bueno – Yes Bueno

Making a splashy Super Bowl debut, Kinder Bueno flips the common phrase “No Bueno” into a brand-owned positive. The creative features Paige DeSorbo and William Fichtner managing a space mission that keeps going wrong, only for the disaster to be neutralized by the “moment of indulgence” provided by the chocolate. It’s a simple, repetitive, and effective linguistic hook designed to make the brand name synonymous with a mid-day mood boost. Creative Agency: Publicis, New York.

Manscaped – Hair Ballad

Rejecting the safe corporate aesthetic, Manscaped goes for pure, memorable absurdity with a troupe of singing hairball puppets. The “Hair Ballad” features these discarded clumps of hair singing an emotional 80s power ballad as they are trimmed away. For marketers, the genius lies in using “Mancare” theater to normalize an awkward category through humor, ensuring the brand stays top-of-mind long after the game ends. Creative Agency: Quality Meats Creative, Chicago.

Novartis – Relax Your Tight End

Novartis proves that serious pharmaceutical marketing can still be funny and culturally relevant. By using legendary NFL “Tight Ends” like Rob Gronkowski and George Kittle in a literal “relaxation” retreat, the brand uses sports metaphors to de-stigmatize prostate cancer screenings. It’s a brilliant way to reach a male-dominated audience, replacing clinical fear with a lighthearted, “blood tests are easy” message. Creative Agency: Fallon, New York.

Pepsi – The Choice

Directed by Taika Waititi, Pepsi revives the classic “Pepsi Challenge” for the modern era with a cinematic twist. The ad features a polar bear, a direct nod to their primary competitor’s iconic mascot, who takes a blind taste test and chooses Pepsi Zero Sugar, sparking a “self-discovery” journey set to Queen’s “I Want to Break Free.” While it is a nostalgic and fresh way to re-assert a taste-superiority narrative, it raises a massive strategic question for marketers. By spending $10 million to put Coke’s mascot front and center before 127 million people, is Pepsi inadvertently reinforcing its rival’s brand recall? Especially since Coca-Cola stayed out of the national broadcast this year, this high-stakes hijack is either a masterstroke of category dominance or an expensive gift to the competition. Creative Agency: BBDO, New York.

TurboTax – Now Taxes Are Drama Free

TurboTax subverts the stressful tax seasons trope by casting Adrien Brody, an actor known for his intense dramatic performances. Brody attempts to bring Oscar-worthy agony to a simple tax filing, only to be told by a TurboTax expert that there’s actually “no drama” to be found. By mocking the category’s own reputation for being difficult, the brand successfully positions its expert-led service as the ultimate stress-reliever. Creative Agency: R/GA, New York.

Uber Eats – Hungry for the Truth

Uber Eats continues its streak of “platform advertising” by enlisting Matthew McConaughey to investigate a hilarious conspiracy: that the game of football was actually invented just to sell more wings and nachos. With in-app integrations that let users “remix” scenes with celebrities like Bradley Cooper, it’s a smart way to turn a 60-second TV spot into a multi-hour interactive experience that drives direct orders during the broadcast. Creative Agency: Special Group, New York.

Xfinity – Jurassic Park… Works

Leveraging the massive IP of Jurassic Park, Xfinity creates a “What If?” scenario directed by Taika Waititi. The original cast (Goldblum, Dern, and Neill) returns to Isla Nublar, but this time, the park’s security and tech systems never fail because they are powered by Xfinity’s reliable network. It’s a high-budget spectacle that uses deep-seated nostalgia to prove a technical point about product reliability in a fun, cinematic way. Creative Agency: Goodby Silverstein & Partners, San Francisco.

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 55 unique brands ran 69 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.
Chevrolet – “See the USA in your Chevrolet”.
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.
Jeep – Like a fish set free.
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 60 famous faces are starring in a Super Bowl commercial this year. That’s more than the number of brands advertising at the Big Game.