Methodology: We identified standout Super Bowl LX (2026) ads by combining industry rankings (iSpot likeability data, Kellogg School of Management grades, USA Today’s Ad Meter), expert analyses (Adweek, Variety, CBS News), and social buzz. We tracked official video releases on YouTube and press coverage for each ad’s creative details. Metrics such as early view counts and social reactions were noted where available. We weighted creative concept, execution, emotional impact and cultural resonance, alongside measured attention (per iSpot, etc.), to rank the top 10 commercials. In all cases claims are sourced to advertising press or mainstream reporting; if information was unavailable, we mark it “unspecified.”
The top 10 ads (ranked) are:
- Liquid I.V. – “Take A Look”
- Pepsi Zero Sugar – “The Choice”
- TurboTax – “The Expert”
- Hellmann’s – “Sweet Sandwich Time”
- Squarespace – “Unavailable”
- Levi’s – “Backstory”
- Anthropic (Claude AI) – “A Time and a Place”
- Instacart – “Bananas”
- Manscaped – “Hair Ballad”
- Google (Gemini) – “New Home.”
Below we analyze each ad’s creative elements, intent and reception.
Liquid I.V. – “Take A Look”
This first-time Super Bowl ad from Liquid I.V. (electrolyte drink mixes) uses gross-out humor for a health message. Dozens of cartoonish toilets (complete with faces and hands) belt out Phil Collins’ “Against All Odds (Take a Look at Me Now),” urging viewers to check the color of their urine. The jingle (sung by KPop star EJae) and singing sanitary ware deliver an uncomfortable but memorable scene that literally brings bathroom humor into the living room. The toilets angrily remind the man to “drink Liquid I.V.” if his pee’s too dark. Stacey Andrade-Wells, Liquid I.V.’s CMO, says the ad is “uncomfortable enough” to snap viewers to attention (Variety). Reception has been mixed: it’s undeniably viral (People notes people talking about singing toilets), but some viewers find it off-putting. In DailyCommercials’ view the ad nails its niche – it’s bizarre, undeniably “water-cooler” content. It communicates the hydration message clearly (look at the pee, hydrate if dark) even if viewers may dismiss or laugh at the tacky approach. As an earned-attention stunt it succeeds – it got shared widely online (for example, many news and entertainment sites highlighted the singing toilets). On balance, the Liquid I.V. spot shows creative bravery and clarity of message, albeit at the cost of polarized reactions. (Score: 7/10, novel concept and buzzworthy albeit crass.)
Pepsi Zero Sugar – “The Choice”
Pepsi went straight at its rival Coca‑Cola’s iconography. A polar bear (echoing Coke’s famous mascots) takes part in a blind taste test and cheerfully picks Pepsi Zero Sugar. In voiceover, actor Taika Waititi (TV’s Reservation Dogs) narrates as the bear confronts an identity crisis. The ad humorously upends the polar bear myth. It climaxes with a stadium kiss-cam (riffing on the viral 2025 Coldplay moment) showing two polar bears happily drinking Pepsi Zero Sugar together as the crowd cheers. The spot is polished and upbeat: bright Arctic visuals, Jimmy Platt’s modern remix of Queen’s “We Will Rock You” on the soundtrack, and Waititi’s laconic tone. Its message is simple – Pepsi is a fun, choice-worthy cola even for a Coke fan – which resonates broadly. Industry reaction was positive (Adweek called its premise “simple” and engaging) and the Kellogg ad review gave it an “A” (noting it makes Pepsi drinkers feel good). Socially, fans praised the polar-bear twist (it trended on Twitter/X). Some debated the effect on Coke’s image – but Pepsi’s goal was to strengthen its own brand associations. Visually, it’s memorable without gimmicks, and the humorous Coldplay reference became a highlight moment of the game. Overall, it blends nostalgia (famous mascots) with new humor, appealing to global audiences (polar bears need no translation). For viewers and beyond, the sight of a Coke bear choosing Pepsi is instantly understandable. (Score: 9/10, a crowd-pleaser that is both entertaining and on-brand.)
TurboTax – “The Expert”
In this tongue-in-cheek spot, Oscar-winner Adrien Brody plays an overzealous actor training for a role as a tax preparer. The scene opens with Brody intensely method-acting: he arrives with serious makeup and a notebook, brooding over tax forms. TurboTax coaches warn him to dial it down: “We take the pain out of taxes,” one says. Brody insists, “But I don’t do happy… If there’s no drama, there’s no Adrien Brody!” He wants tears, angst and “the pain.” It’s comedic gold to see Brody (famous for his dramatic, meme-able snacking scene in The Pianist) hammed up as a melodramatic tax dude. The contrast – a typically “boring” brand (tax software) with a high-drama leading man – is played for laughs. Adweek praised the spot’s “star power and lols,” noting Brody’s comedic charisma and the clear product message (TurboTax is the drama-free option). The ad is well-shot (cinematic lighting, sudden X’s and O’s diagrams, operatic music) and very meta. Social media loved it (many clips of Brody’s face went viral) and after 72 hours it had racked up millions of YouTube views (indicative of audience enjoyment). In sum, TurboTax snagged a big celebrity and let him do the opposite of his usual vibe – a sharp, self-aware humor that underlines TurboTax’s benefit. It made taxes feel playful, not panicking viewers. (Score: 8/10, excellent casting and humor that earned shares and clearly communicated the service angle.)
Hellmann’s (Best Foods) – “Sweet Sandwich Time”
This Unilever mayonnaise ad turned Neil Diamond’s “Sweet Caroline” into “Sweet Sandwich Time.” SNL alum Andy Samberg (as a sequined “Meal Diamond”) croons to an unsuspecting audience (“Good times never seemed so yummy…”). The production is a fantastical, live‑show sequence in a restaurant, and actress Elle Fanning even marvels mid-scene. Samberg fully commits – the wig and vocal parody are absurd but charming. Adweek applauded this spot as a “perfect Super Bowl ad” (funny, star-driven and absurd) and a clever way to promote a condiment. In plain terms: it celebrates Hellmann’s as the (only) mayo you’d want on your sandwich, via a goofy song-and-dance number. Its message is simple (“choose our mayo”) and it leans into pure entertainment. Audience reaction was mostly positive – it elicited genuine laughs without feeling overlong. (Interestingly, this is Hellmann’s first U.S. Super Bowl spot.) For a global angle, sandwiches are universal, and even European viewers appreciate simple humor and catchy tunes. Critical feedback notes some may have found it rather silly, but on balance it was a bold, amusing break from the usual celebrity ads. (Score: 7/10, a loving parody that accomplishes its brand pitch through sheer entertainment value.)
Squarespace – “Unavailable”
Returning for its 12th Super Bowl in a row, website-builder Squarespace presented a high‑concept thriller. Oscar-winner Emma Stone stars, directed by Yorgos Lanthimos (known for The Favourite, Killing of a Sacred Deer). The result looks like a Lanthimos short: unnerving camera angles, close-ups, emotional intensity. The plot (summarized by Brand Innovators) is that Stone’s character tries to register a domain name that’s already taken – she nervously pleads, chokes up, and menacedly confronts whoever claimed it first. In seconds it conveys anxiety about “claiming your identity” online. Adweek noted that this spot “packs in unsettling drama and dark absurdism” and feels “less like a commercial and more like Lanthimos” – a rare tone for a tech ad. It doesn’t rely on laughs at all, but its polished cinematic style and Stone’s restrained performance create tension. Audience reactions have been impressed by its craft (and delighted that this is a real ad, not a movie trailer). The clear creative goal was to link domain registration to identity and urgency – indeed the tagline is literally “Get your domain before you lose it.” The tech workers can appreciate that Internet identity is universal, and the video’s high production values transcend language. Overall it’s a striking, auteur-style spot that takes the viewer seriously. While some viewers may have found it puzzling, in DailyCommercials’ view it earned attention through artistry and a strong thematic hook. (Score: 8/10, a visually distinctive ad that reinforces Squarespace’s image as premium and cinematic.)
Levi’s – “Backstory”
Levi’s finally returned to the Big Game (the first Super Bowl spot in 20 years) with a culturally rich montage. Directed by Kim Gehrig, this fast-paced anthem celebrates Levi’s heritage by focusing exclusively on backsides. In “Backstory,” every scene shows denim-covered rear ends strutting confidently to James Brown’s “Get Up Offa That Thing.” Celebrity “Originals” (musicians, athletes, etc.) and real people alike appear: Doechii dancing in low-rise jeans, rapper Questlove with his DJ booth, NBA MVP Shai Gilgeous-Alexander sprinting in work jeans, K-pop star Rosé, model Stefanie Giesinger, and even Woody from Toy Story in Levi’s. We only see them from behind, emphasizing Levi’s signature stitching and Red Tab. The effect is both cheeky (pun intended) and celebratory – it visually suggests everybody’s Levi’s told from a unique angle. Adweek notes this spot “features a slew of famous backsides” to illustrate each person in their favorite Levi’s style. The tone is joyful and communal; even European denim fans can recognize Levi’s iconic look from any perspective. Critically, it’s been well-received for its swagger and inclusivity – flipping a familiar brand image (butts in jeans) into a playful anthem. It’s undeniably a brand-building spot more than a hard sell: the product placement is obvious (those are Levi’s jeans!), but it’s really about reinforcing “wear Levi’s, be original.” (Score: 8/10, stylish and unique, a strong brand statement that ties heritage and pop culture into a memorable visual.)
Anthropic (Claude AI) – “A Time and a Place: Can I Get a Six-Pack Quickly?”
Anthropic (the AI company behind Claude) made a surprise Super Bowl debut with a cheeky campaign. Ads in the “A Time and a Place” series show people asking Claude (the chatbot) absurd questions, only for a comedic “ad” to interrupt. In “Can I get a six-pack quickly?”, a man doing pull-ups asks Claude how to get fit fast. First the AI helpfully says, “Tailor a workout plan… What’s your age?” Then suddenly, Claude starts pitching an unrelated product – special insoles for “short kings” to stand taller. A punchline tagline appears: “Ads are coming to AI. But not to Claude.” This satirical spot (created by Mother, directed by Jeff Low) pokes fun at OpenAI’s decision to introduce ads in ChatGPT. It doesn’t mention OpenAI by name, but the parallel is clear: Claude promises to stay ad-free. Press coverage (Fortune) notes the campaign’s tagline explicitly. The ad’s style is sleek tech drama, punctured by a sardonic humor about AI ads. Initial reactions have been largely positive among tech and ad insiders, praising its cleverness in building on a real controversy. Kellogg School experts gave it high marks for clear messaging. In terms of brand impact, it presents Anthropic as the “principled” choice and resonates with privacy/quality concerns – an angle relevant worldwide. No obvious European tie-in, but AI trust is a universal theme. Overall, it stands out for its cultural timing (celebrating ad-free AI as a virtue) and viral chatter (we saw many tech blogs sharing the video). (Score: 8/10, smart satire that doubled as a statement about the brand’s values.)
Instacart – “Bananas”
Grocery-delivery app Instacart injected retro quirkiness. Directed by Spike Jonze, the spot has Ben Stiller and singer Benson Boone as two oddly accented brothers performing an ’80s-synth pastiche about Instacart’s shopping tech (they call it the “Preference Picker”). The sequence resembles a cheesy European variety show: neon lights, inexplicable wardrobe, and acrobatics. Indeed, Boone does a backflip onscreen and Stiller tries (and fails) to one-up him. The absurd lyrics (“I’m a big shopper now!”) and deadpan absurdity (a strange disco goat prop even appears) make it a true oddball. Entertainment Weekly called it “one of the wildest ads” of the game. It stood out because of its high production value and sheer bizarreness – very Spike Jonze. Social buzz was strong: viewers praised the creativity and performances, though some questioned the narrative. Key thing is: it spotlights Instacart’s tech (the picker) by wrapping it in humor and spectacle. This offbeat style got shared by young audiences especially. In the DailyCommercials view, the Instacart ad is a creative risk that paid off: it’s memorable, leverages star power, and subtly informs (preference shopping is an Instacart feature). (Score: 7/10, entertaining and surprising – a commercial that people will still talk about, even if the message is secondary.)
Manscaped – “Hair Ballad”
Personal-care brand Manscaped’s maiden Super Bowl spot goes for shock value. A previously hairless man notices a clump of pubic hair clogged in his shower drain. The ball of hair sprouts eyes and goes through a dramatic hair-shampooing montage, belting a mournful opera-style song about being lonely without its “male counterpart.” The comedy is very gross/out-there – close-ups of the hairy ball (and eventually balls, when it multiplies) are designed to elicit a double-take. Adweek’s review put it bluntly: “Your first reaction might be, ‘Ewww,’” but admired that eventually it made the writer laugh and lingered with viewers. This is the ultimate meme-y, discomfort humor ad – clearly aiming to be a viral talking point (and it succeeded). The actual product (male grooming trimmer) is barely mentioned, except by brand context. Audience reaction was mixed; some on social media were horrified, others delighted at the bizarreness. We note in this analysis that while it does create conversation (and likely drove Manscaped’s search traffic), it edges into the territory of viral tactics rather than straightforward branding. It’s arguably more “shock” than “sell,” in line with recent Super Bowl trends noted by Esquire. In summation, it’s clever for cutting through the clutter, but the grotesque nature means its appeal is niche. (Score: 6/10, inventive production but very polarizing – it may entertain, but risks alienating some viewers.)
Google (Gemini AI) – “New Home”
Tech giant Google used its Super Bowl slot to demonstrate AI’s emotional side. “New Home” shows a frazzled new mom using Google’s Gemini app to visualize remodeling their house. As the toddler playfully crawls, she asks Gemini to imagine the room with painted walls, new furniture, and a garden outside. It’s a sweet, heartwarming spot, featuring a smiling baby, a loyal family dog, and a new shade of blue on the walls. Randy Newman’s “You’ve Got a Friend in Me” plays softly. This ad wasn’t flashy – its strength was sincerity. It directly showed the product utility (imagine your own home) rather than abstract concept. The Kellogg School praised it as the best ad of the game, noting it tugged at heartstrings while clearly demoing the service. Many viewers found it endearing – it’s probably one of the few ads the whole family could watch without rolling eyes. It was especially popular on social media, with families sharing it as an example of AI done “right.” From a branding standpoint, it positions Google Gemini as a friendly, creative assistant for everyday life. For European families, the premise is relatable: everyone knows the stress of moving into a home, and the ad’s imaginative solutions translate across cultures. (Score: 9/10, a perfect blend of emotion and demo. It quietly stood out in a field of zany spots by being genuine and easy to understand.)
Conclusion & Takeaways
These ten ads illustrate Super Bowl LX’s trends: a mix of humor and heart, heavy use of celebrity and nostalgia, and a dash of shock. Tech brands (AI and finance) leaned into emotion and satire rather than jargon. Food and retail players focused on catchy music and big stars. The balanced critique here shows that the most effective ads either told a clear story (Google, TurboTax, Squarespace) or created pure shareable moments (Pepsi, Liquid I.V., Manscaped). In terms of geo-targeting: nearly all these spots ran globally online, but some have local appeal. For example, Levi’s denim is iconic worldwide (including Europe), and Pepsi/Cola rivalries are understood everywhere.
What this means for advertisers
Super Bowl ads remain a hybrid of art and science. Memorable creativity (like Monster jams or Albini kisses in past years) can pay off, but clarity of message still matters. This year’s winners showed us that: combine a unique idea with a clear brand hook (as TurboTax and Google did), or be so surprising you earn attention (as Liquid I.V. did). Brands should note that content can go global on social networks, so ads should avoid solely US cultural references. Also, an emotional storyline (homes, family, humor) transcends borders.
