Super Bowl 2026 Ads: What Brands Showed and How People Liked Them

Super Bowl 2026 had many commercials. Big brands spent a lot of money to show their ads. Many used famous actors and singers. Some ads were funny, others tried to be serious. People have different ideas about which ads were the best or worst.
By Newsroom | Sports, Business |

The High Stakes of Super Bowl Advertising

The Super Bowl, beyond its status as a premier sporting event, functions as a massive stage for commercial storytelling. Advertisers invest tens of millions of dollars for mere seconds of airtime, hoping to capture the attention of a vast, diverse audience. This year's Super Bowl 60 saw brands from a wide spectrum of industries — including technology, food, beverages, and personal care — vie for cultural relevance. The ads released ahead of the game, and those that will air during it, are not just advertisements; they are analyzed as indicators of consumer trends and reflections of the current national mood. Early releases aim to generate pre-game buzz, while others are held back for strategic impact on game day.

Best and WORST Super Bowl 2026 ads revealed... from Pepsi to Amazon - 1

Commercial Landscape: A Snapshot of Brands and Themes

Super Bowl 60's advertising lineup features a notable array of participants, including established giants and first-time entrants. The commercials aim to leverage star power, innovative concepts, and topical themes to cut through the clutter and achieve memorability.

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Best and WORST Super Bowl 2026 ads revealed... from Pepsi to Amazon - 2

  • Prominent Brands: Companies such as Pepsi, Amazon, Pizza Hut, Fanatics Sportsbook, Oikos, Ramp, eos, Budweiser, Uber Eats, Google, Toyota, Frank's RedHot, TurboTax, Kellogg’s, Hellmann’s, Liquid Death, Skittles, Dunkin', Pringles, and Skechers have released or are expected to release commercials.

  • Celebrity Endorsements: A significant number of ads prominently feature well-known personalities. Kendall Jenner for Fanatics Sportsbook, Kathryn Hahn for Oikos, Brian Baumgartner for Ramp, Mikey Day for eos, Chris Hemsworth, Sabrina Carpenter, Matthew McConaughey, Martha Stewart, Charli XCX, George Clooney, Ludacris, Brody, Ben Affleck, Jennifer Aniston, Matt LeBlanc, Jason Alexander, Sofia Vergara, and Elijah Wood are among those whose appearances have been noted.

  • Debut Appearances: Several brands are making their Super Bowl advertising debut. These include skincare brand Tree Hut, AI company Anthropic (for its Claude chatbot), and pharmaceutical companies. Manscaped and Grubhub are also noted as first-time Super Bowl advertisers.

  • Themes and Approaches: Reports suggest a range of creative directions. Some ads, like the He Gets Us campaign, focus on societal pressures and messaging, aiming for broad appeal. Others, such as Dunkin's ad featuring Ben Affleck and Jennifer Aniston, appear to lean into humor and existing celebrity relationships. Google's ad highlights AI tools for imagining a new home, reflecting the growing prominence of artificial intelligence in everyday life. The use of musical numbers and parody, as seen with Hellmann's and potentially Totino's, also appears to be a tactic employed this year.

Reception and Early Analysis: A Mixed Response

Public and critical reception to the pre-released commercials presents a varied landscape, with some ads garnering praise for originality while others face criticism for perceived lack of impact.

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Best and WORST Super Bowl 2026 ads revealed... from Pepsi to Amazon - 3

  • Positive Notations:

  • Brian Baumgartner for Ramp is described as one of the most inventive ads.

  • Kendall Jenner's ad for Fanatics Sportsbook generated significant online attention.

  • eos has been noted for featuring cast members from Saturday Night Live.

  • The He Gets Us campaign highlights its previous success in generating widespread awareness.

  • Critical Observations:

  • One user on X reacted negatively to a Pepsi ad, describing it as "Unreal."

  • Some observers feel that many of this year's Super Bowl ads are "playing it safe" and can be easily forgotten.

  • The Budweiser Clydesdales commercial has been categorized as one of the "worst."

  • Subjectivity in "Best" and "Worst" Classifications: Entertainment publications have provided their own rankings. For instance, Entertainment Weekly notes their tendency to overlook commercials without celebrities, yet highlights Kathryn Hahn for Oikos as "worst" and Brian Baumgartner for Ramp as "best." Similarly, other outlets offer lists of "best" and "worst," indicating a subjective nature to these classifications.

Strategic Considerations in Ad Placement and Content

Advertisers face complex decisions regarding the timing and content of their Super Bowl advertisements, with economic and creative factors playing crucial roles.

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  • High Cost of Airtime: The price for a 30-second spot during the Super Bowl is exceptionally high, estimated at $8 to $10 million, underscoring the immense pressure on advertisers to maximize their return on investment. NBC reportedly sold out of ad space by September.

  • Pre-Release Strategy: Many brands opt to release their commercials in advance of the game. This strategy aims to build anticipation and create a sustained conversation online, potentially extending the reach and impact of the advertisement beyond its live airtime. This approach allows for social media engagement and early reviews.

  • Game Day Reveals: Conversely, some advertisers strategically withhold their commercials until game day. This tactic is intended to generate surprise and ensure that their message is delivered directly to the largest possible live audience, preventing it from being lost in the pre-game noise.

  • Brand Evolution: Brands like Liquid Death are returning for their second Super Bowl appearance, signaling continued investment in the platform. Meanwhile, eos is running its second consecutive Super Bowl ad. This repetition suggests successful prior engagement or a long-term marketing strategy.

  • Unique Advertising Formats: Skittles is noted for altering its traditional advertising concept this year, indicating a willingness to experiment with formats to achieve novelty. Totino's appears to be utilizing a mockumentary-style teaser for a longer Broadway-style musical ad.

Industry observers note that Super Bowl commercials often serve as a barometer for cultural sentiment and technological adoption.

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"The best Super Bowl commercials are more than mere ads—they’re an index of the consumer zeitgeist and, often, a fever chart of the nation's mental health." - GQ

"This year's Super Bowl ad makes the case for an exception to that exception." - Entertainment Weekly, referring to the focus on originality.

The integration of AI into advertising, as seen in Google's commercial, is a significant trend, reflecting its increasing relevance in consumer-facing technologies. The "He Gets Us" campaign, by airing ads in multiple Super Bowls, demonstrates a long-term commitment to brand building through this high-profile event, reporting substantial gains in website traffic and public awareness.

Conclusion: A Competitive Advertising Arena

The Super Bowl 2026 advertising landscape is characterized by intense competition, substantial financial investment, and a diverse range of creative strategies. Brands are deploying celebrity power, topical themes, and emerging technologies like AI in an effort to capture audience attention and achieve marketing objectives. While some ads have quickly drawn attention and acclaim, others have faced early criticism for being uninspired. The decision to release ads early or hold them for game day is a strategic choice aimed at maximizing impact within this high-stakes environment. The ultimate success of these commercials will be measured not only by immediate public reaction but also by their long-term contribution to brand perception and recall. The variety of approaches suggests an ongoing evolution in how brands attempt to connect with a mass audience during one of the most watched television events of the year.

Sources Used

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Frequently Asked Questions

Q: How much did Super Bowl 2026 ads cost?
Ads cost many millions of dollars, about $8 to $10 million for just 30 seconds. This is why brands try hard to make them good.
Q: Did many new brands show ads?
Yes, some brands showed their ads for the first time. These included companies for skincare, AI, and medicine.
Q: Were the ads liked by everyone?
No, people had different ideas. Some ads were called very good and creative. Others were thought to be boring or not very good.
Q: Did famous people appear in the ads?
Yes, many famous actors, singers, and sports stars were in the commercials. This is a common way for brands to get attention.
Q: What were the main topics in the ads?
Ads showed many things, like funny stories, new technology like AI, and messages about life. Some ads used music or famous people to get attention.