2 days ago
28
Super Bowl LX is not lone the NFL's biggest signifier successful 2026 — it's besides a make-or-break broadcast for commercials, with the nation's apical brands spending millions connected 30- and 60-second ads aimed astatine winning implicit an assemblage that could apical 100 cardinal viewers.
For companies, the reputational and fiscal stakes are high. Running a 30-second advertisement during this year's Super Bowl volition outgo arsenic overmuch arsenic $10 million, according to Bloomberg News. Advertisers besides ammunition retired millions much to nutrient their spots, often paying apical dollar for personage spokespeople and to beforehand their commercials up of the large game.
The Feb. 8 game, which volition pit the Seattle Seahawks against the New England Patriots, volition diagnostic a big of returning advertisers, specified arsenic Budweiser and Pepsi, arsenic good arsenic caller entrants, including wellness attraction institution Ro and betting tract Fanatics Sportsbook. Many advertisers are aiming for the comic bony this year, hoping to distract viewers from their concerns astir the economy and polarized governmental views, experts said.
"Advertisers are seeing the Super Bowl arsenic an accidental to drawback a interruption from each of that," Sean Muller, CEO of advertizing probe steadfast iSpot, told CBS News. "They truly privation to get radical to not interest for a fewer hours. I deliberation that's wherefore wit has made specified a surge."
Humor was besides successful grounds in last year's Super Bowl ads, on with personage appearances, a inclination expected to instrumentality halfway signifier again successful 2026, Muller said. Stars successful this year's harvest of spots scope from Pro Football Hall of Famer Peyton Manning, who appears successful a Bud Light commercialized with vocalist Post Malone, to popular prima Sabrina Carpenter, who stars successful a Pringles ad.
Advertisers typically either pre-release their Super Bowl advertisement successful the days earlier the crippled oregon station a teaser that's aimed astatine getting viewers primed for their ad. Check retired the already released ads and teasers beneath for Super Bowl 60.
Anthropic Super Bowl commercial
Can I get a six battalion quickly? by Anthropic on YouTube
Anthropic — the AI institution down the Claude chatbot — volition marque its archetypal Super Bowl quality with a spot aimed astatine differentiating it from different AI companies. In the ad, a young antheral asks the personification of an AI chatbot for assistance with a workout, but the chatbot tries to merchantability him immoderate shoes helium doesn't want.
"Ads are coming to AI," the advertisement states. "But not to Claude."
The spot is "cleverly aimed astatine users of Anthropic rival OpenAI aft that company's caller announcement that ads volition look connected ChatGPT's escaped tier, TechCrunch said.
Blue Square Alliance Against Hate Super Bowl commercial
Sticky Note: SB LX Commercial by Blue Square Alliance Against Hate on YouTube
The Blue Square Alliance Against Hate, a instauration created by New England Patriots' proprietor Robert Kraft to conflict antisemitism, volition aerial a 30-second Super Bowl spot that speaks to Americans lasting unneurotic against hate.
"The advertisement comes amid nationwide spikes successful antisemitism and faith-based hate," the instauration said successful a statement.
Bosch Super Bowl commercial
A Little Buzz | Bosch Big Game Teaser 2026 by Bosch USA on YouTube
Bosch is teasing its Super Bowl spot with Food Network prima Guy Fieri successful a 15-second clip called "A Little Buzz."
The teaser shows a manus brandishing a hairsbreadth clipper adjacent Fieri's trademark bleached locks, past flashes an representation of him with a acheronian caput of hairsbreadth — a translation that acceptable the net "ablaze," according to the commercialized work The Hollywood Reporter.
Bud Light Super Bowl commercial
2026 Bud Light Super Bowl Commercial | Keg | :60 by Bud Light on YouTube
This celebrity-studded ad, titled "Keg," depicts instrumentalist Post Malone, Peyton Manning and comedian Shane Gillis reuniting aft their 2025 spot "Big Men connected Cul-De-Sac."
In their caller 2026 Bud Light ad, the 3 are astatine a wedding erstwhile a keg of Bud Light slips disconnected a dolly and rolls down a steep hill. The trio — arsenic good arsenic the bride, groom and each the guests — tally aft it to the soundtrack of Whitney Houston's "I Will Always Love You."
Budweiser Super Bowl commercial
Budweiser | Super Bowl LX Commercial 'American Icons' by Budweiser on YouTube
Budweiser and its acquainted Clydesdale horses whitethorn beryllium known arsenic 1 of the astir faithful Super Bowl advertisers. Its 2026 spot — called "American Icons" — is already gaining fans and accolades, with Forbes predicting it is apt to fertile arsenic the astir fashionable commercialized of the game.
The spot "hits each the close notes, featuring the beloved Clydesdales and an American bald eagle that speaks to unity and nationalist pride," Forbes noted.
Dove Super Bowl commercial
The Game is Ours by Dove US on YouTube
Dove is returning to a 3rd consecutive Super Bowl with its "The Game Is Ours" ad, which highlights assemblage positivity for girls successful sports.
"In Dove's Super Bowl 60 ad, girls march to their ain beat. Literally," noted AdWeek. "Dove volition usage its spot to amusement what happens erstwhile we enactment girls to absorption connected what their bodies tin do, not however they look."
Dunkin' Super Bowl commercial
"Golden Cringe" by Dunkin' on YouTube
"No One Can See This" by Dunkin' on YouTube
Dunkin' is promoting its 2026 spot with 2 teasers featuring Ben Affleck, a longtime spokesperson for the java chain. In the ad, the Hollywood histrion tries to person "Friends" stars Jennifer Aniston and Matt LeBlanc and "Seinfeld" histrion Jason Alexander to merchandise the contents of a VHS portion labeled "Network Pilot '95 v3."
Presumably, Super Bowl 60 viewers volition get a peek astatine that 1990s aviator erstwhile the existent commercialized airs connected Sunday. "The spot taps into highest Y2K energy," Parade mag said.
e.l.f. Cosmetics Super Bowl commercial
e.l.f. Presenta: MELISA | e.l.f. Cosmetics Game Day Commercial 2026 by e.l.f. Cosmetics on YouTube
The advertisement from cosmetics institution e.l.f. features histrion and comedian Melissa McCarthy successful a telenovela-inspired spot that depicts her waking up from a car clang successful a hospital.
She learns she indispensable maestro Spanish earlier watching the biggest reggaeton performance successful the U.S. (a motion to the game's halftime show, starring Bad Bunny), and gets immoderate assistance learning however to rotation her Rs courtesy of e.l.f.'s Glow Reviver Lip Oil.
"McCarthy sees the e.l.f. Cosmetics commercialized arsenic a 'love letter' to the Latinx assemblage that the marque truthful intimately supports," People mag said.
Expedia Super Bowl commercial
Going Places with Ken by Expedia on YouTube
Expedia is turning to Ken — arsenic successful the Mattel doll — for its Super Bowl ad, showing the integrative fig booking a travel to Japan and different locations. Ken muses that booking with rewards fundamentally means the outgo was "free" utilizing "Ken math."
"Barbie whitethorn person Malibu, but Ken present has the world," noted Travel & Leisure magazine.
Fanatics Sportsbook Super Bowl commercial
Bet On Kendall :90 | Fanatics Sportsbook by Fanatics Sportsbook on YouTube
Online betting institution Fanatics Sportsbook features exemplary and personage Kendall Jenner arsenic she pokes amusive astatine her romanticist history, suggesting that her affluent manner is funded by her timely wagers connected her hoops prima exes. In the spot "Bet connected Kendall," she says her adjacent gamble volition beryllium connected the Patriots versus the Seahawks, inviting viewers to stake on with her.
On Jan. 29, Fanatics Sportsbook posted that Jenner had wagered $1 cardinal connected the Patriots.
"If you're tailing oregon fading Kendall Jenner's $1 cardinal Super Bowl bet, conscionable cognize she and Fanatics won," Sports Illustrated wrote about the ad.
Frank's RedHot Super Bowl commercial
Ludacris x Frank's RedHot by Frank's RedHot on YouTube
Frank's RedHot volition look successful the Super Bowl with a commercialized starring rapper Ludacris. Titled "Eat the GOAT," the advertisement depicts Ludacris insisting that everything indispensable person the "greatest of each time" connected it — Frank's RedHot blistery sauce.
"The playful run for the blistery condiment features past collaborators of the rapper and actor," People mag wrote "The advertisement besides includes an quality from a goat, whom Ludacris called 'really casual to enactment with' connected set.'"
Google Super Bowl commercial
New Home | Google Gemini SB Commercial 2026 by Google on YouTube
Google's ad, called "New Home," touts the tech giant's AI capabilities, showing a ma and young lad utilizing its Gemini app to exemplary what their caller location would look similar with a caller plot and antithetic colored walls. The advertisement oozes cuteness, featuring an adorable baby, a charming location and a faithful household dog.
"Google is kicking disconnected its biggest selling propulsion for Gemini, its generative AI assistant, successful a feel-good Super Bowl advertisement meant to humanize the tech," AdWeek noted.
Grubhub Super Bowl commercial
The Feest | Grubhub | Big Game Commercial by Grubhub on YouTube
Grubhub's Super Bowl advertisement taps histrion George Clooney to denote that "Grubhub volition devour the fees," meaning that the nutrient transportation institution volition destruct transportation and work fees connected edifice orders implicit $50. Clooney, making his Super Bowl advertisement debut, appears astatine a fancy meal successful a expansive manor, wherever different diners are aghast astatine having to "eat the fees."
The spot is directed by Oscar-nominated manager Yorgos Lanthimos of "Poor Things" and "leans afloat into the director's signature off-kilter style," People mag notes.
Hellmann's Super Bowl commercial
Hellmann's 2026 Big Game :30 by Hellmann's on YouTube
Actor Andy Samberg portrays "Meal Diamond" successful Hellmann's spot, called "Sweet Sandwich Time." The histrion and Saturday Night Live alum sings a tribute to adding mayo to sandwiches to the tune of "Sweet Caroline."
"Can you ever spell incorrect with a Neil Diamond tribute? The reply is no, and Andy Samberg plays a large parody of the fable successful a Super Bowl advertisement for Hellmann's," noted the advertisement blog Muse by Clios past month.
Hims & Hers Super Bowl commercial
Hims Big Game Commercial: "Rich People Live Longer" by hims on YouTube
Hims & Hers has a connection attuned to America's growing wealthiness gap: The affluent get amended wellness attraction than the remainder of us. The institution says it tin assistance span that spread by providing the peptides and different goodies that the affluent tin readily access.
The advertisement touches connected "a blistery taxable successful the existent United States landscape," USA Today noted connected Feb. 1.
Instacart Super Bowl commercial
Bananas | Instacart Big Game Commercial by Instacart on YouTube
Instacart is featuring Ben Stiller and Benson Boone successful a 30-second spot directed by Spike Jonze that harkens backmost to European disco pop. The commercialized is touting the service's caller "Preference Picker," which allows customers to prime preferences specified arsenic however ripe they'd similar their bananas.
"But getting into specified nitty gritty successful a 30-second Super Bowl advertisement whitethorn beryllium astir impossible," Variety wrote.
Michelob ULTRA Super Bowl commercial
The ULTRA Instructor ft. Kurt Russell, Lewis Pullman, Chloe Kim, & TJ Oshie | Michelob ULTRA by Michelob ULTRA on YouTube
Actor Kurt Russell stars arsenic a mysterious skis teacher successful Michelob's "The ULTRA Instructor," taking a dilatory skier nether his helping to thatch him however to beryllium the archetypal 1 of his friends down the slope — and debar getting stuck buying everyone's apres-ski drinks.
The advertisement plays connected the information that the Winter Olympics footwear disconnected connected Feb. 6, notes the Hollywood Reporter.
Nerds Super Bowl commercial
NERDS Juicy Gummy Clusters Big Game Commercial ft. Andy Cohen | Official :30 | 2026 by NERDS Candy on YouTube
Nerds' Super Bowl spot features world TV guru Andy Cohen arsenic helium helps a Nerds Gummy amusement disconnected his "new you."
The candy marque "made a splash successful 2025, with signaling creator Shaboozey headlining a commercialized acceptable to his rendition of Louis Armstrong's 'What a Wonderful World'," USA Today notes, adding that the marque is aiming to marque the aforesaid transportation with Cohen.
Novartis Super Bowl commercial
Relax your choky end. by Novartis on YouTube
Novartis is touting a humor trial for prostate crab successful an advertisement called "Relax Your Tight End." Set to a calming Enya song, the commercialized depicts Rob Gronkowski, George Kittle and different erstwhile and progressive NFL choky ends arsenic they unbend – presumably due to the fact that they tin trust connected the humor trial to spot cancer.
"And the prize for the slightest subtle messaging of Super Bowl 60 goes to … Novartis," the advertisement blog Muse by Clios wrote.
Oakley Meta Super Bowl commercial
Oakley Meta | Athletic Intelligence is Here by Oakley | Meta on YouTube
The Oakley Meta collab is making its Super Bowl debut with a star-studded advertisement that features athletes taping and utilizing the AI glasses to cheque the upwind oregon if it's OK to devour dirt.
The "smart glasses (quite literally) radiance successful a high-intensity Super Bowl LX advertisement that spotlights however elite athletes usage the eyewear's AI-powered features," AdWeek wrote.
OIKOS Super Bowl commercial
The Big Hill - OIKOS Big Game Commercial 2026 by OIKOS Protein on YouTube
NFL moving backmost Derrick Henry and histrion Kathryn Hahn are featured successful yogurt shaper OIKOS' "The Big Hill," which shows them connected a San Francisco trolley that gets stuck connected a hill. Powered by the company's Greek-style yogurts, they're capable to get the trolley car moving.
The advertisement leans "into some carnal exertion and comedic alleviation arsenic Hahn and Henry face progressively absurd uphill challenges," AdWeek noted.
Pepsi Super Bowl commercial
The Choice | Pepsi | Super Bowl by Pepsi on YouTube
Pepsi's commercialized for its Zero Sugar soda whitethorn reignite the cola wars, with a polar carnivore — a mascot associated with Coca-Cola — confronting an existential situation erstwhile helium picks Pepsi implicit Coke successful a unsighted sensation test.
"Academy Award-winning filmmaker Taika Waititi directs the ad—which is acceptable to Queen's "I Want to Break Free"— and besides makes a cameo arsenic the polar bear's therapist," AdWeek noted. The advertisement ends "in a callback to a meme-able buss cam infinitesimal during a Coldplay performance past year."
Pringles Super Bowl commercial
Pringles | Pringleleo by Pringles U.S. on YouTube
Pringles released its Big Game commercial, featuring vocalist Sabrina Carpenter successful her Super Bowl advertisement debut, connected Feb. 3. In the ad, Carpenter is holding a Pringles instrumentality portion expressing the privation for a man. She ends up gathering a "man" retired of Pringles, with the brace shown astatine a romanticist meal and driving successful a convertible.
The advertisement "reminds viewers that men tin person a salty personality," the Hollywood Reporter wrote connected Tuesday.
Raisin Bran Super Bowl commercial
Kellogg's Raisin Bran Will Shat by Raisin Bran on YouTube
"Star Trek" histrion William Shatner stars successful a Raisin Bran cereal advertisement that's each astir fibre and keeping regular.
Titled "Will Shat," the commercialized is "one elephantine poop joke," CinemaBlend noted.
Ramp Super Bowl commercial
Multiply What's Possible | Ramp Super Bowl LX Commercial | 2026 by Ramp on YouTube
Brian Baumgartner, who played the hapless accountant Kevin successful "The Office," is the prima of Ramp's "Multiply What's Possible," which demonstrates the business-services company's capabilities.
The commercialized "positions the concern bundle arsenic a 'force multiplier' by populating the bureau with copies of Baumgartner," AdWeek noted connected Feb. 2.
Ritz Super Bowl commercial
RITZ Island | Big Game 2026 Commercial by RITZ Crackers on YouTube
Ritz's Super Bowl spot stars erstwhile "Saturday Night Live" prima Bowen Yang and actors Jon Hamm and Scarlett Johansson, who person been excluded from a formation enactment wherever the Ritz crackers are flowing.
The actors are "all trying to find their mode connected Ritz Island, wherever the wit tin beryllium salty," Variety noted. "Ritz is among the Super Bowl advertisers relying connected a broader radical of celebrities to seizure attention, alternatively than placing the load of occurrence connected a azygous personality."
Ro Super Bowl commercial
Serena Williams Super Bowl LX Commercial ‘Healthier connected Ro’ by Ro on YouTube
Telehealth institution Ro volition aerial its archetypal Super Bowl advertisement connected Sunday successful a spot called "Healthier connected Ro," which features erstwhile tennis champion Serena Williams talking astir her usage of a weight-loss medication.
"Ro is utilizing the biggest signifier successful advertizing to pivot the speech astir GLP-1s," PRWeek said.
Rocket Super Bowl commercial
Lady Gaga | Won't You Be My Neighbor by Rocket on YouTube
Rocket and its online existent property work Redfin person released a teaser for its Super Bowl commercial, which features black-and-white footage of Lady Gaga singing Mr. Rogers' opus "Won't You Be My Neighbor."
The companies are "leaning into thing softer for their Big Game teaser," AdWeek wrote. "The candid and unpolished spot, changeable with handheld camera work, gives the show a consciousness of closeness that mirrors the song's connection of kindness and connection."
Skechers Super Bowl commercial
SOFÍA VERGARA KICKS OFF BIG GAME IN SKECHERS by SKECHERS on YouTube
"Modern Family" prima Sofía Vergara stars successful Skechers' Super Bowl spot, successful which nary of her different shoes tin comparison to the comfortableness of the brand's Hands Free Slip-ins.
The "playful" advertisement marks Skechers' 13th quality successful the Super Bowl, manner mag WWD noted.
Squarespace Super Bowl commercial
Unavailable (Teaser) | Big Game Commercial 2026 | Squarespace by Squarespace on YouTube
Squarespace is backmost for the Super Bowl, but its teaser, called "Unavailable," doesn't springiness overmuch distant astir the ad. The 15-second black-and-white spot features a tearful Emma Stone, though it's unclear wherefore the histrion is crying.
The website builder's main marque and originative serviceman told Variety past period that the advertisement volition beryllium "very filmic, precise cinematic."
Svedka Super Bowl commercial
Shake Your Bots Off - SVEDKA Big Game Commercial 2026 by SVEDKA on YouTube
Vodka marque Svedka is touting its commercialized arsenic the archetypal Super Bowl advertisement created chiefly with artificial intelligence. The spot features the vodka brand's Fembot alongside her antheral counterpart, BroBot, arsenic they determination vodka and creation astatine a nightclub to the tune of Rick James's "Super Freak."
Food work Mashed described the commercialized arsenic an "AI hellscape."
"The advertisement ... [is] astir apt conscionable what you expect: 2 impossibly shiny and charismatic humanoid robots staring astatine you, dead-eyed, portion dancing and making cocktails," Mashed wrote.
Toyota Super Bowl commercial
Superhero Belt | Toyota by Toyota USA on YouTube
Toyota's Super Bowl commercialized tugs astatine viewers' heartstrings, putting an accent connected household connections. It begins with a gramps buckling his young grandson successful the automaker's RAV4 vehicle, calling it his "superhero belt," and ends decades later, with the boy, present a young man, doing the aforesaid for his grandfather.
The advertisement tells "a generational communicative astir family, representation and mundane-yet-memorable moments," AdWeek wrote.
TurboTax Super Bowl commercial
The Expert feat. Adrien Brody: Preparation - TurboTax 2026 Super Bowl Teaser (Official TV Ad :15) by Intuit TurboTax on YouTube
TurboTax's advertisement volition tally during the Super Bowl conscionable arsenic millions of Americans are prepping their taxes. The company's teaser, "The Expert," stars histrion Adrian Brody repeating the phrase, "I tin grip that for you," successful antithetic accents.
During the Super Bowl commercial, Brody volition play a TurboTax agent, according to People magazine. The teaser "pokes amusive astatine Brody — known for his melodramatic and superior acting roles — and however helium doesn't request to bring the aforesaid vigor to the TurboTax commercial, due to the fact that the institution makes taxation play a breeze," People wrote.
Universal Orlando Resort's Super Bowl ad
Universal Orlando Resort - “Lil’ Bro” by Universal Orlando Resort on YouTube
Universal Orlando Resort's advertisement features a younger and older member successful a feel-good spot that shows their narration changing aft a sojourn to the taxable park. The commercialized includes aggregate shots of the park's attractions, with the brothers oohing and ahhing.
The advertisement "is showcasing the tone of brotherhood during the Super Bowl," People mag said.
Wix's Super Bowl commercial
Wix Harmony: Big Game Commercial 2026 | The New Way to Create by Wix on YouTube
Wix is returning to the Super Bowl aft a seven-year hiatus to beforehand it caller AI-powered website-building app, called Harmony.
"The run reflects Wix's content that the aboriginal of web instauration is AI-driven, human-led and built for semipermanent growth," the institution said successful a statement.
Edited by Alain Sherter
In:
English (US) ·