2026 Super Bowl Ads That Scored a Marketing Touchdown
We all know the Super Bowl isn’t really about football, it’s all about the ads (and the snacks… nom, nom). With millions of viewers glued to their screens all day (your couch knows the truth), it’s the perfect stage for brands and movie studios to drop their latest and greatest. Between commercials, movie trailers, and sneak peeks, it’s an opportunity to grab your attention in between bites of chicken wings and create some real buzz.
Super Bowl LX 2026 was no exception as it delivered a tasty mix of nostalgia, humour, creativity, and star power that kept viewers talking long after the final whistle - and not always in a good way. We’re unpacking some of the top ads, why they worked, and the lessons marketers can apply to their own campaigns even without the multi million dollar budgets.
Alexa + Chris Hemsworth: Tech Tension
Amazon’s Alexa commercial featuring Chris Hemsworth captivated the audience by turning the common tension of tech anxiety (we’ve all been there 😳) into a laugh out loud story.
Why it worked:
Dramatized Humour: The ad takes a real-life tech concern and exaggerates it in a wildly over the top, funny, Chris Hemsworth type of way.
Showcases Features Captivatingly: Alexa’s capabilities shine, grabbing attention and becoming memorable without feeling like a sales pitch or a boring demo.
Personality & Star Power: Chris Hemsworth’s charm and playfulness carry the story as it highlights his personality and leverages his star power to make the ad a whole lot more watchable
Pringles + Sabrina Carpenter: Once You Pop, You Can’t Stop
Pringles’ “Pringleleo” ad featuring Sabrina Carpenter became impossible not to share as the ad leaned into humour, creativity, and just a little bit of weirdness.
Why it worked:
Creative & Different: With a unique and funny concept like turning a stack of chips into a boyfriend, the ad got people talking (and sharing)
Recognizable Figure: Featuring a popular artist like Sabrina Carpenter helped grab attention and reach new audiences while keeping viewers entertained with her recognizable personality.
Leverages Brand Strengths: The ad leaned into what was already memorable about the brand: the fun essence and familiar “Once you pop” tagline, in a new and exciting way
Dunkin’ Donuts: Nostalgia With A Shot of Espresso
Dunkin’ Donuts brewed up some 90s nostalgia by bringing back Ben Affleck and iconic sitcoms in an energized and slightly too caffeinated way.
Why it worked:
Humour & Relatability: Playful jokes and everyday coffee moments makes the ad funny and easy to share
Familiarity & Nostalgia: Bringing back beloved characters, iconic movies and tv shows, and pop culture references sparked nostalgia in the hearts of millions creating that emotional connection. Who doesn’t love a good throwback?
Pop Culture Relevance: The ad taps into cultural moments that resonate with both older and younger demographics with Friends era references, a 90s revival, and celebrity appearances.
Pepsi: Competition Never Tasted So Good
Reigniting the iconic battle of the brands, we have Pepsi poking the bear (yes, the Coca Cola one 😉) in a playful, easily identifiable, and lighthearted campaign.
Why it worked:
Lighthearted Competition: The playful nod to an age old feud between two iconic brands done with confidence and cheek without ever attacking the competitor
Confident Brand Positioning: The ad aligns with the Pepsi’s personality while also showcasing their confidence in their own product differentiation and refusing to shy away from how it compares to others
Cultural Relevance: Nods to current events (like the Coldplay concert fiasco 😬) keep the ad feeling timely and relevant.
Michelob Ultra: Aspirational and Legendary
Michelob Ultra hit the slopes and leaned into their Olympic sponsorship with an aspirational, funny, and highly relevant skiing commercial featuring Kurt Russell leaving the audience saying “I wish I could do that”.
Why it worked:
Contextual Relevance: Ties to a broader cultural moment with their Olympic sponsorship making it feel relevant and timely.
Aspirational storytelling: The theme of the commercial inspires viewers as it showcases achievement, skill, and excellence while also tying into the Olympic level competitions.
Humour and Recognition: Kurt Russell’s charm plus the Karate Kid references work to add entertainment value and shareability for both new fans and old.
Movie Trailers: The Super Bowl Isn’t Just for Ads
Before diving into commercials, let’s take a second to look at how the Super Bowl is the ultimate hype train for movies too 🚂. Big releases like Project Hail Mary and Disclosure Day used the event to release never before seen trailers and give fans exclusive looks.
Why it worked:
Builds Anticipation: Dropping trailers and teasers is an amazing way to build anticipation for what is to come. It gets the audience excited and to feel like they can’t wait for what’s next.
Novartis Prostate Cancer Screening: Tackling Tough Topics
Novartis tackled a complex and serious health message in an approachable, punny way using football tight ends and clever wordplay to tell viewers to “Relax Your Tight End”.
Why it worked:
Approachable & Conversational Language: Turns complex topics into something easy to understand and remember, without overwhelming the audience.
Recognizable Figures & Clever Wordplay: The commercial uses NFL tight-end players and tight-end puns to make an engaging ad that grabs attention while also staying on theme.
Right Place, Right Time: The male dominated Super Bowl was the perfect place to reach the audience they needed to reach, making the placement as smart as the ad creative.
State Farm: Making Insurance Fun
State Farm did the impossible and was actually able to make insurace…fun. Featuring a classic song, cheeky humour, and a star studded cast, they were able to make this topic something you’d enjoy watching.
Why it worked:
Instant Recognition: Using a beloved song that everyone knows (with the added bonus of a celebrity cast) worked well to grab attention and get everyone humming along.
Easy to Understand Language: The ad makes functional and complex topics more understandable and digestible with conversational, familiar language.
Humorous, Memorable Visuals: Putting a fun spin on insurance with clever scenarios and playful visuals will have this ad sticking in your mind long after it ends.
Lay’s “Last Harvest”: Simplicity and Heart
Lay’s served up a cinematic Super Bowl ad full of simplicity, emotions you could almost taste, and a heartfelt story between a father and daughter.
Why it worked:
Authenticity at Its Core: The ad is a true reflection of the brand’s values and real benefits that people actually care about, making it feel truly genuine.
Emotional Engagement: Heartfelt storytelling stays with the viewer as it creates a lasting connection and deep emotional engagement from viewers.
Simplicity: Sometimes less is more. Not over the top, no flashy production, just real themes and beautiful imagery to let the message speak for itself.
Key Lessons
The Super Bowl has come and gone and wow, what a whirlwind that’s been. So, what can we learn from all this? Besides the harsh truth that Cheeto dust does not come out of couch cushions easily (😔), there’s plenty we can borrow from these multimillion dollar productions for your own marketing, no celebrities or huge budgets required. At their core, these lessons are all about creativity and messaging that can be applied to any medium, and really, they’re just marketing fundamentals (shocker).
Emotions: Make people feel something. Emotion sticks, whether it’s heartwarming, aspirational, or a good kick of nostalgia. How you made your audience feel is what will linger in their minds long after the screen fades to black.
Humour: Laughing is great, but only if it makes sense with your brand. When done right, humour can make your message memorable, shareable, and even loveable. Test it out, but use it carefully.
Clarity: Keep it simple. Don’t overcomplicate your message, creative, or production. Craft a clear message that people can understand in seconds.
Cultural Relevance: Tap into moments that your audience truly cares about. Sprinkle it in occasionally to show you’re relevant and know what’s going on without overdoing it.
People: People connect with people. Whether it’s founders, employees, or customers, show real faces and tell their stories to make your brand more relatable.
Anticipation: Tease launches, drop sneak peeks, and countdown big reveals. Get your audience excited and so they’re ready and eager for what you have in store.
Ready to take your marketing to the next level? Let’s chat and see how we can make your brand unforgettable.