Super Bowl LX (Super Bowl 60) on February 8, 2026 isn’t just America’s biggest football game — it’s advertising’s biggest stage. With brands paying record sums for airtime, celebrity-packed spots, and teasers dropping daily, Super Bowl 2026 commercials are shaping up to be one of the most talked-about parts of the event. From $10 million 30-second ad slots to star-studded campaigns featuring Ludacris, Charli XCX, and prehistoric reunions, the Big Game ads are primed to create cultural buzz that extends far beyond the final whistle.
In this DailyCommercials.com preview, we break down the latest confirmed commercials, pricing trends, creative strategies, and key takeaways for marketers who want to follow the action — plus what to expect as video ads are released in the lead-up to the event.
NFL’s “Champion”
Uber Eats’ “Build Your Own Super Bowl Commercial”
Red Bull “Dog Date”
Universal Orlando Resort – “Lil’ Bro”
MANSCAPED Presents “Hair Ballad”
Anthropic’s “Can I Get a Six-Pack Quickly”
Dunkin’ Brings ‘90s Sitcom Legends Together
e.l.f. Cosmetics Super Bowl 2026 Review — “MELISA”
Tree Hut: “Uncontain Yourself”
Hellmann’s: Sweet Sandwich Time
Oikos’ “The Big Hill”
Grubhub “The Feest”
Skechers – Sofía Vergara
State Farm’s “Stop Livin’ on a Prayer”
Liquid Death “Exploding Heads”
Artlist AI Parody
Base44: It’s App to You
Hims & Hers: “Rich People Live Longer”
Ramp: Multiply What’s Possible
T-Mobile’s ‘Backstreet Boys’
Novartis’ “Relax Your Tight End”
Liquid I.V.’s – Singing Toilets
Xfinity – Jurassic Park
Volkswagen – “The Great Invitation: Drivers Wanted”
Kellogg’s Raisin Bran – “Will Shat”
Starbucks “The Coffee Run”
inder Bueno “Yes Bueno”
WIX: “New Way to Create”
Spruce: If Dogs Could Choose, They Would Choose Spruce
Ritz Crackers – “RITZ Island”
Jeep’s “Billy Bass Goes to the River”
Lay’s “Last Harvest” & “The Lay’s Challenge”
Traveller Whiskey “Made For the Moment”
Squarespace – Emma Stone
Squarespace’s Super Bowl 2026 spot with Emma Stone is cinematic, dramatic, and unusual for Big Game advertising.
Bosh: The More You Bosch
Amazon Alexa+ : AI Anxiety, Hemsworth Humor, and Brand Messaging
Amazon’s Big Game spot this year features Chris Hemsworth convinced Alexa+ might try to kill him — only to find out it’s actually pretty helpful. It’s funny, weird, and taps into real AI anxiety.
SVEDKA “Shake Your Bots Off”
Blue Square Alliance’s Bold Anti-Hate Statement
Wells Fargo “Celebrating Every Win”
Homes.com’s “Can’t Live There”
Rocket & Redfin’s: America Needs Neighbors Like You
DoorDash Brings the Beef to the Big Game with 50 Cent
So this year, DoorDash is meeting fans in the comments sections with a little help from global music icon, savvy entrepreneur, and pop-culture icon Curtis “50 Cent” Jackson. Known as much for his sharp wit and legendary clapbacks as his chart-topping career, 50 Cent is no stranger to a rivalry and is here to show fans how it’s done.
poppi: ft Charli XCX, Rachel Sennott – extended cut
Levi’s “Backstory”
Pringles ad ft. Sabrina Carpenter
The new Pringles Super Bowl spot starring Sabrina Carpenter. It’s called “Pringleleo” (a play on Galileo/Romeo?). The premise is wild: she builds a boyfriend out of chips, dates him, and then… well, the ending is pretty chaotic.
Genspark “Take the Monday Off”
Boehringer-Ingelheim “Mission: Detect the SOS”
Southwest Airlines: Boarding Royale
NERDS Andy Cohen in “Taste Buds”
Nerds candy is back for year 3 at the Super Bowl, this time with Andy Cohen as the “taste bud” for a giant gummy candy going to the Oscars. The spot shows Cohen helping the Nerds Gummy get ready for its red-carpet debut, where it transforms into the new double-sized Juicy Gummy Clusters. It’s goofy, loud, and very colorful.
YouTube TV: Battle Against “Meh”
Is “Meh” the new meta? YouTube TV’s Super Bowl LX spot brings out the big guns—Kelce, Ramsay, Blaine—to fight mediocrity. But does the message hold up against the reality of streaming lag? We break down the campaign and the irony of “Don’t Settle.”
Google Gemini: New Home
Moving is hard, but Google thinks AI can make it easier. 📦🏠 In their Super Bowl LX spot, Gemini helps a family bridge the gap between their past and future. Is it a helpful tool or another instance of tech mediating human emotion?
Pepsi – When a Polar Bear Breaks Free from Cola Loyalty
Super Bowl LX, that urge takes the form of “The Choice,” a Taika Waititi–directed spot that resurrects the Pepsi Challenge, adds a conflicted polar bear, and gleefully pokes at America’s long-standing cola loyalties.
Bud Light ad ft Post Malone, Shane Gillis, and Peyton Manning
Bud Light’s Super Bowl LX spot “Keg” feels like a deliberate return to safe, familiar territory. Big laughs. Big celebrities. Physical comedy. A wedding. A rolling keg. And, just to be safe, Whitney Houston playing over the chaos like a warm blanket of irony.
Michelob ULTRA: Kurt Russell and actor Lewis Pullman
Kurt Russell goes full ski coach in Michelob ULTRA’s new Super Bowl spot! Our analysis of “The ULTRA Instructor” unpacks the Olympic cameos, action-movie style, and the bold “performance beer” pitch. Is it pure adrenaline or too much snow and mirrors?
Fanatics Sportsbook ad ft. Kendall Jenner
Kendall Jenne stars in Fanatics Sportsbook’s first-ever Big Game commercial.
Rippling’s “The Mastermind”
TurboTax ad ft Adrien Brody
Adrien Brody Can’t Drum Up Drama in TurboTax’s Super Bowl Ad
Budweiser – American Icons
Budweiser’s Super Bowl commercials are legendary for tugging at heartstrings, but their latest entry comes with a twist – and a bit of turbulence.
Oakley Meta “Athletic Intelligence Is Here”
Toyota: Where Dreams Began
Toyota: Superhero Belt
Amazon Ring Search Party
Dove: “The Game Is Ours”
Instacart – Ben Stiller & Benson Boone
Actor Ben Stiller and singer Benson Boone dress up as a cheesy 1970s sibling singing duo
Skittles ‘Deliver The Rainbow’
Manscaped Hair-Raising “Mancare Your Everywhere”
Manscaped Super Bowl 2026 ad: Shaving is its own pre-game ritual, using oddball humor…
Super Bowl 2026 Advertising: A Record-Setting Marketplace
The cost of advertising during Super Bowl LX has hit new heights. The average price for a 30-second commercial is around $8 million – $10 million, with peak slots selling above $10 million according to NBCUniversal, marking a record era for the Big Game. These prices reflect not only the massive TV audience but also growing digital and streaming viewership across platforms like Peacock and NFL+.
Streaming presents a separate advertising entry point — opportune for brands with slightly smaller budgets — with packages around $3 million for 30 seconds on Peacock (with match requirements on other spend). This allows digital-first brands to be part of the Super Bowl conversation while still accessing the global audience.
Advertising powerhouse NBCUniversal has confirmed that all national commercial slots for Super Bowl LX have sold out, and the network expects one of the most expensive ad inventories in history.
Who’s Advertising at Super Bowl 2026? (Confirmed Big Game Ads)
Here’s a snapshot of some standout confirmed and early Super Bowl commercials — this list will update with video embeds as brands release them leading up to, and immediately after, Feb. 8, 2026:
🔥 Star-Powered & Pop-Culture Spots
- Frank’s RedHot – “Eat the GOAT”
Hot sauce brand Frank’s brings rapper Ludacris alongside a literal goat in a whimsical campaign that’s already generating social buzz. - Xfinity – “Jurassic Park Reunion”
Sam Neill, Laura Dern, and Jeff Goldblum reunite in a Jurassic-themed commercial for Xfinity, blending nostalgia and brand storytelling in a unique way. - Poppi – Charli XCX & Rachel Sennott
Poppi continues its celebrity strategy with Charli XCX and Rachel Sennott fronting a commercial that taps into youth culture and pop relevance. - Bud Light – Peyton Manning & Friends
The brewery’s campaign features football legend Peyton Manning with Post Malone and Shane Gillis in a wedding keg chase theme that’s already winning early praise. - Budweiser – “American Icons”
Budweiser celebrates its heritage with emotional storytelling featuring Clydesdales and themes of legacy and Americana. - Michelob Ultra – “ULTRA Instructor”
Directed by Joseph Kosinski and starring Kurt Russell, this high-energy ad blurs the line between sports culture and lifestyle.
🍔 Classic Big Game Campaigns & Brand Returnees
According to current trackers, several major brands have confirmed their Super Bowl 2026 ads, including:
- Grubhub – expanding on its food delivery messaging with a humorous campaign about fees and service.
- Dunkin’ – continues its celebrity-driven tradition with a teaser that has already spiked social conversation.
- Kellogg’s Raisin Bran – bringing classic cereal to the Big Game with playful humor.
- Hims & Hers – health and lifestyle messaging at peak attention.
- Uber Eats, OIKOS, Pepsi, Lay’s, Spectrum, TurboTax, and Ro (with Serena Williams) rounding out a diverse ad lineup.
These brands span food, beverage, health, tech, and lifestyle categories, reflecting how Super Bowl advertising continues to diversify beyond traditional CPG and automotive sectors.
Super Bowl Advertising Trends for 2026
1. Celebrity & Entertainment Integration
Celebrities — from Ludacris to Charli XCX — anchor commercials that are designed to be talked about on social media long before the game airs. Featuring stars with cross-genre appeal boosts shareability and organic reach.
2. Nostalgia & Franchise Crossovers
Ads like Xfinity’s Jurassic Park reunion tap into cultural nostalgia, pairing beloved IP with modern brand values — a tactic proven to elevate attention and engagement.
3. Streaming + Digital Extensions
While television remains king, streaming-only ads on Peacock offer alternative entry points for brands ready to engage digital-first communities, expanding GEO reach into international markets.
4. Record Ad Pricing & ROI Calculus
With pricing topping $10 million for prime slots, brands are calculating ROI across impressions, earned media value (EMV), and post-game search spikes. High-visibility spots increasingly weave in social activations to extend reach beyond airtime.
5. Cultural Relevance Over Hard Sell
Many ads mix humor and heart — Emmy-worthy production values aimed at driving conversation, not just sales. Super Bowl ads are no longer mere commercials; they’re brand moments.
Why Super Bowl Ads Still Matter
The Super Bowl ad stage remains one of the most powerful marketing platforms in the world. With an estimated 100 million + viewers worldwide, advertisers get access to audiences larger than many global sporting finals combined. Beyond linear TV, ads spread rapidly across social platforms, YouTube, and short-form video — generating days of discussion, reaction videos, memes, and analysis.
Experts estimate that nearly half of viewers tune in for the commercials, not just the game — and that impact continues into post-game search trends, social shares, and cultural moments.
For marketers, the Super Bowl continues to be less about a single moment and more about a multi-platform storytelling campaign that generates value long after February 8, 2026.
This year Skittles is skipping the TV broadcast and doing something totally bonkers for the Super Bowl: they’re sending Elijah Wood to perform a live Skittles commercial at one lucky fan’s house on game day.
