All the celebrities come out for the Super Bowl ad competition. It’s a mutually beneficial Super Bowl tradition. McCann has gathered together Ben Stiller, Benson Boone and director, Spike Jonze, for Instacart’s second ever Super Bowl commercial, plus behind the scenes partners, Instacart internal creative agency, Local Produce, and BBDO. The commercial is bananas – all about bananas.

Anomaly is taking the celeb power of Post Malone, Shane Gillis and Peyton Manning to the Super Bowl again – this year adding an absurd wedding keg chase and emotional powerhouse, Whitney Houston’s I will Always Love You.

Ogilvy US and Dove present a 30-second anthem about body confidence to the Super Bowl audience built from the need to keep girls in sport. The Game is Ours responds to Dove’s research that found one in two girls quit sports by the age of 14 due to low body confidence. 

William Shatner has become Will Shat for the Super Bowl.  VaynerMedia has picked up on the possibilities in his name and added a sprinkling of poo jokes for Kellogg’s Raisin Bran cereal.

Pepsi reawakens the taste war between Pepsi and Coke in its Super Bowl commercial, The Choice, by stealing Coke’s polar bear mascot, who is distraught by finding that he has chosen Pepsi Zero Sugar over Coke in a blind taste test. The film’s humour is enhanced by a brazen riff on last year’s Coldplay kiss cam.

The 30-second ad, airing in the second quarter, was directed by Taika Waitiki, who also briefly plays the bear’s therapist. The bear’s emotional journey is underscored by Queen’s I Want to Break Free.

Fallon has gifted Novartis a superb NFL double entendre for its Super Bowl commercial that promotes testicular cancer checking. The film was directed by PRETTYBIRD director, Eric EWareheim. A very relaxed group of tight ends features – George Kittle  from San Francisco 49ers and Colby Parkinson from Los Angeles Rams, plus past NFL tight ends, Rob Gronkowski from Tampa Bay Buccaneers, Greg Olsen form Carolina Panthers, Tony Gonzalez from Atlanta Falcons, Delanie Walker  from Tennessee Titans, and Vernon Davis from San Francisco 49ers.

Ozempic, the weight loss phenomenon of 2025 is making its presence known at the Super Bowl. US medications brand, Ro, is giving GLP-1 its 30-seconds in the Super Bowl sun with ambassador, Serena Williams, and her “I lost 34 lbs (16kgs) in a year” promise.

Toyota opts for the message of kindness in its Super Bowl ad for the RAV4. The commercial was created by Saatchi & Saatchi and directed by Pulse Films director, Rodrigo Saavedra.

Some of the best ads this year have picked up on social media hits. Sports betting platform, Fanatics Sportsbook, has picked up on the Kardashian Kurse, the social media conspiracy theory (begun in Keeping Up With The Kardashians season 12, episode 6) that Kendall Jenner’s family hexes her ex-boyfriends so their post-break-up lives become disastrous. The Super Bowl ad, Bet on Kendall, also follows the “must have a celebrity” formula. It was created by Fanatics Studios, a joint venture between e-commerce platform, Fanatics, and OBB Media, and directed by Michael D.Ratner and Cameron Harris.

Wieden + Kennedy New York tops the most celebrities in a 2026 Super Bowl spot – actors, Kurt Russell & Lewis Pullman, Olympic snowboarder, Chloe Kim; and former professional ice hockey right winger. TJ Oshie tout Michelob Ultra.