Is football one huge ploy to sell food? Uber Eats (aka Matthew McConaughey and Bradley Cooper) have debated this at several Super Bowls. This Super Bowl, Parker Posey joins in, but the audience gets to decide (and Uber Eats gets them to down load its app). Clever.
When men shed that unwanted hair, they feel better. But how does that unwanted hair feel? No one wants to be discarded. Quality Meats and Manscaped present discarded hair’s point of view in a melodramatic ballad sung by the lovelorn.
Goodby, Silverstein & Partners and Xfinity give a big new (happy) ending to one of Hollywood’s most enduring hits, Jurassic Park. Sam Neil, Laura Dern and Jeff Goldblum take up their roles again as Dr Alan Grant, Dr Ellie Sattler and Dr Ian Malcom. In this new version of the 1993 classic all ends well. The park’s nightmare never happened because Xfinity’s connectivity kept the security systems alive. The scientists spend a pleasant weekend streaming Love Island poolside, jogging with the Gallimimus and going live in front of the T-Rex enclosure.
Tombras and Easy Pete director, Zach Tavel, have brought in “evil” Tim Robinson with an absurdly awful revenge plan on the city that has been “nothing but nasty” to him. The 30-second regional Super Bowl ad begins a multi-part series following the new antagonist, showing how poorly optimised infrastructure foils even the most evil plans. Happily there’s business software company, Rippling.
Pringles teased its Super Bowl ad with IT girl of the moment, Sabrina Carpenter’s mystery lover. So now we know who she is dating. The so-topical [read: man-magnet] commercial was created by BBDO New York, and directed by Manchild directors, Vania Heymann and Gal Muggia, with production by Iconoclast.
Jason Kelce stars with Beau Allen in the regional Super Bowl ad for his own Garage Beer. The commercial features delivery horses, a so-cute mini one and a dog. Who the commercial is mocking is fiendishly apparent. There’s also a poo prank for laughs. Yes, you’re right; Travis Kelce is the other co-owner of the brand.
Johannes Leonardo returns Volkswagen to the Super Bowl after a one-year hiatus with a revival of the brand’s ‘90s platform, Drivers Wanted, a call to live life to the full and the ageless cool of House of Pain’s Jump Around. The full 90-second spot is running online. A 30-second cutdown will air during the second half of the game.
Love a soppy soap opera? E.l.f. is giving that cringe-making joy to Super Bowl viewers. Melissa McCarthy shares the limelight with Nicholas Gonzalez and telenovela actress, Itatí Cantoral…
…and the telenova concept was triggered by Bad Bunny joking in his October 2025 Saturday Night Live monologue that non-Spanish speakers had “four months” to learn the language before he hit the stage at the Super Bowl.
Mischief @ No fixed Address and eos tap into the cultural phenomenon of tromp l’oeil cakes – and notably the 2022 Netflix game show, Is it Cake?. The brand’s second-ever Super Bowl ad features comedian and host of the show, Mikey Day, who challenges contestants to identify the cake in the room. But the brand’s Pistachio Cashmere Body Mist interferes.
Vodka brand, Svedka, has risked derision with the first AI-generated Super Bowl commercial. The 30-second spot features the return of the brand’s Fembot in an updated version, as well as new robot, Brobot, and their dance is user-submitted, part of a contest.
Anomaly and Grubhub are taking George Clooney; awarded Greek filmmaker and theatre director; Yorgos Lanthimos; a sumptuous feast setting; and a quirky debate about fees, to the Super Bowl. The commercial announces that Grubhub will “eat the delivery fees” on restaurant orders over $50. The spot will air in the third quarter of the Super Bowl.
State Farm has begun its Super Bowl campaign with the call to viewers to “tune in to the first quarter of the Big Game to see how the story ends”. The commercials feature Katseye and Bon Jovi’s Living on a Prayer; “essential” Super Bowl celebrities, Hailee Steinfeld, Keegan-Michael Key and Danny McBride; and a fictional insurance company, Halfway There Insurance.
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.
Even Bueno Kinder has fallen in with the Super Bowl ad celebrity imperative. And it has added a space theme for extra ad oomph. Style expert, Daphne founder, and co-host of Giggly Squad, Paige DeSorbo, and Hollywood actor, William Fichtner, feature in Anomaly’s, Yes Bueno, with meteor showers, aliens, and a trip through a black hole, moments that would typically be “No Bueno”.
To bring cinematic scale to the Super Bowl debut, the production team shipped a real spacecraft fuselage complete with working lights, along with authentic astronaut suits and helmets worn on set. Rather than filming the control room in a traditional office setting, production design used a volumetric screen to create one wall of the set, housing emergency graphics and spaceship visuals while also influencing the lighting. The same volumetric screen was used to capture the experience of travelling through a black hole, with the in-camera graphics reflecting off the actor’s face to create an immersive effect. To ground the campaign further in practical filmmaking, the team built a physical alien planet miniature set with in-camera lighting passes, pushing beyond traditional post-production VFX. All of this was managed by director, Björn Rühmann; production designer, Jeremy Hindle; and director of photography, Mike Gioulakis.
The full campaign includes a :45 extended cut, plus influencer partnerships, media, e-commerce, special retail displays, packaging, and limited-edition white and dark chocolate flavours.
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.
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