This year’s Super Bowl advertising sees some brands paying more than $10mn for a 30-second slot according to Bloomberg. NBCUniversal, which will air the 2026 game across NBC, Telemundo and its Peacock streaming platform, says demand has been among the strongest it has seen, delivering a record windfall for the broadcaster.
Chair of global advertising and partnerships at NBCUniversal, Mark Marshall says the 2026 Super Bowl is set to be the biggest for the advertising industry in the US.
Advertisers paid an average of about $8mn for 30 seconds, matching last year’s peak, while a small number of brands exceeded the $10mn threshold. NBCUniversal sold out its Super Bowl inventory earlier than usual, with many deals completed before the NFL season began.
The game, which follows last year’s record audience of 127.7mn US viewers across television and streaming, sits at the centre of what the network is calling a “legendary February”, alongside coverage of the Winter Olympics and the NBA All-Star Weekend.
Nearly 40 per cent of advertisers are new to the Super Bowl this year, and many are extending campaigns beyond game day. Several, including Instacart and Pepsi, have already released teaser work, leaning heavily on celebrity and humour as marketers seek cultural cut-through in an increasingly fragmented media environment.
The 2026 commercial slate is also heavily defined by pharmaceutical companies, specifically GLP-1 weight loss drugs and artificial intelligence products.
So, here’s our list of the best creative to come out of Super Bowl LX; the ones who are already cutting through. It’s not a deep dive of each aspect of the commercial’s key drivers. Rather, we’re sharing an overview of what will likely come out on top during Super Bowl LX on 8th February and beyond.
Xfinity makes its national Super Bowl debut by reimagining Jurassic Park 33 years later, and this time, it works.
Created by Goodby Silverstein & Partners and directed by Taika Waititi, Jurassic Park… Works asks a simple question: what if the park had reliable wifi? The answer is a high-production reboot that reunites Sam Neill, Laura Dern and Jeff Goldblum in their original roles, replacing chaos with connectivity. Subtle facial rejuvenation by Lola Visual Effects, a veteran studio behind landmark de-ageing work in Hollywood, helps preserve visual continuity.
The spot stays faithful to the 1993 original, using John Williams’ score and visual effects by Industrial Light & Magic, with costumes and set details recreated from original materials. Instead of survival mode, the characters livestream, relax and stay connected, reframing the film’s central failure through modern infrastructure.
The campaign sits within Xfinity’s “Imagine That” platform and reflects Comcast NBCUniversal’s ability to activate its entertainment IP at blockbuster scale, blending nostalgia, craft and brand utility on advertising’s biggest stage.
Credits:
Brand: Xfinity (Comcast)
Agency: Goodby Silverstein & Partners
Director: Taika Waititi
Production: Hungry Man
De-aging technology Partner: Lola Visual Effects
IP Partners: Universal Pictures, Amblin Entertainment
VFX: Industrial Light & Magic
Bud Light’s Super Bowl LX spot hinges the fact that no celebration feels truly complete without a keg.
Set at a picture-perfect wedding, the film turns chaotic when a Bud Light keg breaks loose and barrels down a steep hillside, triggering an all-out pursuit by guests determined not to let it escape.
Peyton Manning, Shane Gillis and Post Malone lead the chase as slapstick physical comedy builds. Soundtracked by Whitney Houston’s I Will Always Love You, the contrast between romantic balladry and clumsy desperation sharpens the joke. The payoff lands when Gillis reappears unruffled, having taken the sensible route, and calmly taps the keg to restart the party.
The film reinforces Bud Light’s long-running association with togetherness and shared moments, supported by Super Bowl week promotions tied to its NFL partnership.
Credits:
Agency: Anomaly New York
Director: Damien Shatford
Production: Biscuit Filmworks
Starring: Peyton Manning, Post Malone, Shane Gillis
Pepsi’s Super Bowl LX film, The Choice, directly engages its rivalry with Coca-Cola.
The spot follows a polar bear taking part in a blind taste test between Pepsi Zero Sugar and Coke Zero Sugar, only to discover an uncomfortable preference for Pepsi.
What follows is a spiral of self-interrogation, as the bear questions long-held assumptions about loyalty, identity and taste. Directed by Taika Waititi, (on his second Super Bowl appearance of the night) who also appears briefly as a therapist, the film delivers its provocation with lightness rather than aggression.
Pepsi places the Coke comparison front and centre, using the Super Bowl to reassert taste superiority as a category argument. The broadcast anchors a wider campaign spanning extended cuts, social content, taste-test kits and live activations designed to keep the idea in circulation beyond game day.
Credits:
Agency: BBDO Worldwide, PepsiCo Content Studio
Director: Taika Waititi
Production: Hungry Man
VFX: Framestore
Michelob ULTRA’s Super Bowl LX spot leans into cinematic sports storytelling, using winter competition as both setting and metaphor.
The ULTRA Instructor introduces Lewis Pullman as an enthusiastic but outmatched amateur skier whose habit of always paying the après-ski bar tab becomes a running joke.
Kurt Russell enters as the grizzled instructor capable of changing Pullman’s fortunes. Directed by Joseph Kosinski, the film borrows the visual language of modern sports cinema, with dawn training sessions, escalating challenges and a climactic downhill race set to Eye of the Tiger. Olympic athletes Chloe Kim and T.J. Oshie appear as quiet benchmarks of legitimacy.
Timed to coincide with both the Super Bowl and the Winter Olympic Games, the campaign positions Michelob ULTRA at the intersection of competition, camaraderie and reward.
Credits:
Agency: Wieden+Kennedy New York
Director: Joseph Kosinski
Production: Reset Content
Starring: Kurt Russell, Lewis Pullman
Featuring: Chloe Kim, T.J. Oshie
Hellmann’s returns to the Super Bowl keeping it simple, and trusts the audience to keep up.
Sweet Sandwich Time places Andy Samberg at the centre as “Meal Diamond”, a theatrical deli evangelist who turns a lunchtime stop into a communal singalong set to a reworked Sweet Caroline.
Directed by Tom Kuntz, the spot leans into musical nostalgia and shared humour. Elle Fanning plays the bemused counterpoint, grounding the performance while Samberg carries the spectacle. As with recent Hellmann’s work, the film avoids product explanation, framing mayonnaise as cultural constant rather than innovation.
The approach mirrors last year’s Katz’s Delicatessen revival with Meg Ryan and Billy Crystal, using shared memory and humour to maintain relevance.
Credits:
Agency: VML US
Director: Tom Kuntz (MJZ)
Starring: Andy Samberg, Elle Fanning
Media: WPP Unite
Social: VaynerX, The Sasha Group
Instacart’s Super Bowl LX return centres on bananas, specifically how much people care about choosing them correctly.
Bananas uses musical absurdity to introduce Preference Picker, a feature designed to give shoppers more control over selection.
Ben Stiller and Benson Boone star as a flamboyant, vaguely European pop duo locked in a competitive duet about banana ripeness. Directed by Spike Jonze in his first Super Bowl commercial in more than two decades, the film is shot on vintage broadcast cameras in a 4:3 ratio, favouring texture over polish.
Bananas are Instacart’s most-purchased item, with millions of shopper notes specifying preferences. The campaign reframes control as reassurance as online grocery shifts from convenience to quality.
Credits:
Advertiser: Instacart
Creative: Local Produce, McCann, BBDO
Director: Spike Jonze
Production: MJZ
Starring: Ben Stiller, Benson Boone
Oakley Meta used its Super Bowl debut to present its AI glasses as performance equipment rather than consumer tech.
Athletic Intelligence Is Here unfolds across two fast-cut films featuring skydives, dunks and stunts, with Marshawn Lynch, Spike Lee and a roster of athletes wearing the glasses in motion.
The films avoid narration. Reflections in the lenses provide the point of view, placing the audience inside the action. Set to Travis Scott’s Hyaena, the work draws from sport and street culture rather than traditional technology advertising.
The campaign marks Oakley Meta’s first Super Bowl appearance and Mother LA’s return to the Big Game since 2018.
Credits:
Agency: Mother LA
Director: Antoine Bardou-Jacquet
Production: Partizan
VFX: Mathematic
Featuring: Marshawn Lynch, Spike Lee, IShowSpeed, Akshay Bhatia, Sky Brown, Kate Courtney, Sunny Choi
Pringles used its ninth consecutive Super Bowl appearance to lean into character-led humour.
The brand’s 2026 spot stars Sabrina Carpenter as a woman who constructs her ideal partner from Pringles crisps, inspired by the brand’s moustachioed mascot.
Developed by BBDO New York, the film builds on the long-running “Once You Pop” platform. Carpenter’s performance is self-aware and calibrated for social circulation. An extended cut pushes the premise further, blurring the line between Super Bowl ad and internet sketch.
Rather than introducing a new product, the work reinforces brand tone. In a year dominated by cinematic earnestness and technology narratives, Pringles opts for familiarity and humour.
Credits:
Brand: Pringles
Agency: BBDO New York
Starring: Sabrina Carpenter
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