Another year, another spectacle at The Super Bowl, football’s biggest event! Brands once again spent millions on a 30-second ad between whistles, all in the hope of creating an ad that everyone could talk about the next day. Some brought laughter and gimmicks, others brought back old memories, and a few tugged at the heartstrings.

Super Bowl LX, held on February 9, 2026, had a bit of everything, including Ben Affleck returning to Good Will Hunting, Sabrina Carpenter falling for a man made of Pringles, and a polar bear questioning what he thought he knew about cola. While the New England Patriots and Seattle Seahawks played on the field, stars from Hollywood, music, and sports competed for viewers’ attention during every break.

Leading up to the big game, commercials began appearing everywhere—on streaming platforms, social media, and YouTube—giving fans an early look at what brands had in store. This year’s lineup was packed with stars, from Chris Hemsworth and Serena Williams to Matthew McConaughey and Bad Bunny, making the commercial breaks as full of celebrities as the game itself. With companies spending millions on these valuable spots, expectations were very high.

So without further ado, here are the 20 Best Commercial Ads from this year’s Super Bowl 2026!

Before we dive into the full list, we wanted to share some highlights and our favourites from Super Bowl 2026. From laugh-out-loud comedies and celebrity-packed cameos to the most memorable marketing campaigns, these commercials stood out and kept viewers talking long after the final whistle.

Here are our picks for the best of the best:

• Best Overall Commercial: Pepsi: ‘The Choice’
• Funniest Commercial: Amazon Alexa: ‘Big Game Commercial’
• Most Creative Commercial: Pringles: ‘Pringleleo’
• Best Celebrity Commercial: Dunkin: ‘Good Will Dunkin’
• Best Technology Commercial: Xfinity: ‘Jurassic Park Works’

• Brand: MANSCAPED®
• Commercial: Hair Ballad
• Commercial Director: The Perlorian Brothers Via MJZ
• Category: Men’s Grooming

Nothing says Super Bowl advertising like turning a simple grooming session into a dramatic musical show. Hair Ballad opens with a man trimming his chest with MANSCAPED®’s Lawn Mower® before introducing an unexpected group of characters: animated clumps of body hair singing heartfelt goodbyes to the people they once lived with. As the commercial continues, viewers see more hairballs, each sadly saying goodbye through increasingly emotional performances. Directed by The Perlorian Brothers, the ad fully embraces its silly idea, mixing musical theatre, funny comedy, and just the right amount of self-awareness. By the time the hairballs reach their emotional ending before being flushed away in the bathroom, the commercial has already done its job—making people laugh and making sure MANSCAPED® was one of the most memorable brands of Super Bowl 2026.

• Brand: SVEDKA
• Commercial: Shake Your Bots Off
• Commercial Director: Silverside AI
• Category: Vodka

If there was one Super Bowl commercial that got people talking, it was Shake Your Bots Off. Set inside a futuristic nightclub, the ad follows the return of the brand’s Fembot character and her new partner, Brobot, as they dance through a world of robotic moves and perfectly choreographed chaos. What made the commercial stand out was its unique mix of technology, music, and humour, while still encouraging viewers to relax and have fun. The campaign even included choreography by Nashville dancer Jessica Rizzardi, whose winning dance became a key part of the ad. As Omid Amidi, Co-Chief Creative Officer at McKinney, said: “The Svedka spot is getting a lot of attention for being AI-generated, but that framing misses the real point. AI does not automatically make Super Bowl advertising easier or better.” Few commercials divided opinion quite like Shake Your Bots Off, but its ability to get people talking has earned it a spot on our list.

• Brand: Novartis
• Commercial: Relax Your Tight End
• Commercial Director: Eric Wareheim
• Category: Health Awareness

Novartis stood out at the 2026 Super Bowl with the ‘Relax Your Tight End’ ad, which used football humour to raise awareness of prostate cancer and delivered a clear, important message about screening and early detection. Featuring NFL players Rob Gronkowski, George Kittle, and Tony Gonzalez, the ad used humour rather than fear and proved that a thoughtful PSA can be as effective as any major brand campaign. Despite being a high-budget ad with celebrity cameos, it reminded viewers that a simple blood test could save lives.

• Brand: Grubhub
• Commercial: The Feest
• Commercial Director: Yorgos Lanthimos
• Category: Food Delivery

Leave it to Yorgos Lanthimos to turn a food-delivery commercial into something delightfully strange. ‘The Feest’ opens with an extravagant dinner party where guests enjoy a lavish meal before confronting the one thing nobody wants to swallow — the delivery fees. As tensions escalate around the table, the room is stunned to find George Clooney on the other side of the table with a simple solution—Grubhub will eat them instead. This dark humour, visuals, and Lanthimos’s filmmaking style make this commercial one of the most entertaining ads of Super Bowl 2026.  

• Brand: Ring
• Commercial: Search Party – Be A Hero In Your Neighborhood
• Commercial Director: John Christopher Pina
• Category: Home Security

A missing dog is enough to worry any family, and Ring built its Super Bowl commercial around a thoughtful idea. The ad opens with a young girl and her father hanging posters for their lost dog, Milo. Ring founder Jamie Siminoff then introduces the company’s Search Party feature. Using a photo of the missing pet, the tool connects owners with Ring cameras in the neighbourhood that may have spotted their furry friend. The commercial builds to a heartwarming reunion, showing how a community can come together to bring a beloved pet home, rather than focusing solely on doorbells and security alerts. Ring delivers a story about neighbours helping neighbours, making Search Party one of the most effective and touching Super Bowl commercials.

• Brand: Xfinity
• Commercial: Jurassic Park… Works
• Commercial Director: Taika Waititi
• Category: Technology

Just 33 years after Jurassic Park first changed blockbuster filmmaking forever, Sam Neill, Laura Dern, and Jeff Goldblum are reunited for one of the most nostalgic commercials of Super Bowl 2026. Created for Xfinity and directed by Taika Waititi, it playfully asks what if the original park had reliable Wi-Fi with state-of-the-art connectivity? Reminds us of how connectivity was during the 90s, when facing technical failures and system breakdowns, the trio find themselves in a version of Jurassic Park that actually functions as it should. Packed with callbacks to the 1993 classic and excitement from its returning cast, the commercial delivered a fun trip back to Isla Nublar while giving Xfinity a memorable first appearance on the Super Bowl stage.

• Brand: NERDS
• Commercial: Juicy Gummy Clusters
• Commercial Director:
• Category: Candy & Confectionery

A poolside gathering with giant gummy candies sounds like a fever dream only NERDS could turn into a Super Bowl commercial. In Juicy Gummy Clusters, Andy Cohen lounges in a luxurious Hollywood Hills home, surrounded by colourful candy companions. He raises a toast and declares, “To best buds, taste buds!” The celebration takes a surprising twist when one gummy friend sips juice and suddenly grows enormous. Without missing a beat, Cohen says, “Whoa! You’re juicy and mega now?! We’ve gotta show the world the new you.” Packed with bright colours, oversized candy characters, and Cohen’s trademark charisma, Juicy Gummy Clusters delivers the fun and chaos viewers expect from a NERDS Super Bowl ad, and maybe one of our favourite ads or childhood memories.

• Brand: RITZ
• Commercial: Party Island
• Commercial Director: Dan Opsal
• Category: Snacks

Not everyone is built for paradise—or at least that’s what Jon Hamm and Bowen Yang tell themselves in RITZ’s Party Island. Cast as two proudly “salty” observers, the pair watch from a treehouse overlooking a lively beachside celebration where RITZ crackers are the star of the show. As music plays and partygoers enjoy themselves below, the duo debates whether joining the fun is really worth it. Their resistance doesn’t last long, especially when Scarlett Johansson arrives by jet ski to encourage them to lighten up. Playing on the double meaning of ‘salty’, the commercial cleverly ties attitude to flavour while delivering plenty of laughs along the way. Bright, breezy, and packed with charm, Party Island proved that even the saltiest personalities can’t resist a good time when RITZ is involved.

• Brand: Uber Eats
• Commercial: Jogging
• Commercial Director: Steve Rogers
• Category: Food Delivery

Few things are more annoying than someone repeating the same word over and over—unless that person is Matthew McConaughey. In Jogging, Bradley Cooper sets out for what should be a peaceful run. He soon finds McConaughey rolling alongside him in a pickup truck, with a single topic on his mind: food. Every attempt at a normal conversation is interrupted by another enthusiastic mention of it. Cooper grows increasingly bewildered as the chase continues through the neighbourhood. By the time McConaughey proudly declares, “It’s all food, Bradley!”, the commercial fully embraces its ridiculous premise. The relationship between the two actors, paired with the ad’s commitment to an intentionally silly joke, helped make Jogging one of the funniest commercials this year.

• Brand: Ro
• Commercial: Healthier on Ro
• Commercial Director: Bethany Vargas
• Category: Health & Wellness

Not every Super Bowl commercial needs a punchline. In Healthier on Ro, Serena Williams traded comedy for something more personal, sharing her health journey as the face of Ro’s first Super Bowl campaign. The tennis superstar revealed she lost 34 pounds over a year and improved several key health benefits, including lower cholesterol, more stable blood sugar, and reduced joint stress. Some of those numbers are now better than when she competed at the highest level of professional tennis.

• Brand: Pringles
• Commercial: Pringleleo
• Commercial Director: Vania Heymann & Gal Muggia
• Category: Snacks

Mustaches stole the spotlight in Pringles’ delightfully silly Pringleleo. After weeks of teasing Sabrina Carpenter’s secret admirer, the brand finally showed the answer in a surprising way: a cute crush made completely from Pringles chips. Wanting something different from normal boys, Sabrina gets ideas from Mr. P and creates her perfect match. Their fast-moving romance is full of dreamy road trips, cozy moments, and lots of playful humour. With Fred Buscaglione’s Guarda che luna playing in the background, the commercial feels like a classic love story, except her new boyfriend is actually something you can eat. The story ends when excited fans get a little too close to Pringleleo, bringing the romance to a crunchy conclusion. Silly, charming, and knowing how ridiculous it is, the commercial gave the kind of fun viewers expect from a Super Bowl ad.

• Brand: TurboTax
• Commercial: The Expert
• Commercial Director: Craig Gillespie
• Category: Tax & Financial Services

Nobody does intense like Adrien Brody, which is why TurboTax cast him in The Expert. The commercial starts like a serious Hollywood drama, with the Oscar-winning actor giving an emotional speech in the pouring rain. Then the scene changes when a director yells, “Cut!” Things get funny as Brody finds out TurboTax experts are supposed to make taxes easier, not more dramatic. He tries to act like a happy expert rather than a troubled artist and begins to question his role and career choices. Directed by Craig Gillespie, the ad makes fun of Brody’s intense acting style while sharing a simple message about making tax season less stressful.

• Brand: Oakley Meta
• Commercial: Athletic Intelligence Is Here
• Commercial Director: Antoine Bardou-Jacquet
• Category: Wearable Technology

Making its Super Bowl debut, Oakley Meta filled the screen with nonstop action, featuring its new smart glasses in use by athletes, creators, and competitors. Set to Travis Scott’s “Hyaena,” the commercial shows IShowSpeed chasing a plane while filming, Marshawn Lynch jumping from thousands of feet above the ground, and Spike Lee courtside at Rucker Park, catching every moment of an amazing dunk. Olympians Sky Brown, Kate Courtney, and Sunny Choi, and golfer Akshay Bhatia join the cast, bringing the campaign to life through movement rather than marketing talk. Fast, lively, and full of memorable images, Athletic Intelligence Is Here felt like a highlight reel for a new generation of sports fans.

• Brand: Amazon Alexa+
• Commercial: Alexa+
• Commercial Director: Wayne McClammy
• Category: Smart Home Technology

If anyone was going to be suspicious of a powerful digital assistant, it was always going to be the man who spent years fighting villains in the Marvel universe. Amazon’s Super Bowl commercial shows Chris Hemsworth convinced that Alexa+ is just a few steps away from becoming something straight out of Avengers: Age of Ultron. While Elsa Pataky happily enjoys the smart assistant managing her schedule, Hemsworth imagines more and more ridiculous situations in which the technology turns against him, from rogue garage doors to dangerous pool covers to broken heating systems. His worry grows with every second until Alexa+ casually offers to book him a cinnamon scrub, instantly easing his fears. By making fun of modern worries about technology from the perspective of one of Hollywood’s biggest action stars, Amazon created one of the funniest commercials, thanks to Chris Hemsworth’s humour.

• Brand: Dunkin’
• Commercial: Good Will Dunkin’
• Commercial Director: Ben Affleck
• Featured Talent: Ben Affleck, Matt LeBlanc, Jason Alexander, Jennifer Aniston, Tom Brady, Ted Danson, Alfonso Ribeiro, Jaleel White & Jasmine Guy
• Category: Food & Beverage

Ben Affleck has turned one of the most beloved movies of the 1990s into a Dunkin’ commercial. In his fourth Super Bowl ad for the coffee chain, Affleck stars in Good Will Dunkin’, a sitcom-style parody of Good Will Hunting packed with TV stars from the same era. With long blond hair and a habit of scribbling equations on a window, Affleck plays a version of Will Hunting who cares more about coffee and doughnuts than solving math problems. The commercial is full of quick jokes and nods to the past. Matt LeBlanc jokes, “If he’s such a genius, then why’d he put ice in his coffee?” Jason Alexander says, “I got a genius working for me!” The fun keeps going when Jennifer Aniston shows up with a long-haired style, ‘The Rachel’, and Tom Brady delivers the final punchline. With its familiar faces, sitcom throwbacks, and Boston flavour, Good Will Dunkin’ was the funniest commercial of Super Bowl 2026 and easily our top pick.

• Brand: Pepsi
• Commercial: The Choice
• Commercial Director: Taika Waititi
• Category: Soft Drink

Directed by Academy Award-winning filmmaker Taika Waititi, the film opens with a polar bear conducting a blind taste test between Pepsi Zero Sugar and Coca-Cola Zero Sugar. After one sip, he is completely surprised. Unsure of what to believe, the bear talks with Waititi in a therapy session to make sense of his discovery. The story follows his journey of self-acceptance as he walks through the city, feeling out of place until he spots another polar bear enjoying a Pepsi Zero Sugar. They soon share drinks, have fun together, and receive a warm welcome from a concert crowd when they appear on the big screen. With its clever humour, lovable characters, and playful take on the cola rivalry, The Choice delivered laughs and heart and stood out as one of the best commercials of Super Bowl 2026.

The Super Bowl isn’t just the biggest day on the NFL calendar—it’s also the biggest day in advertising. Over the past decade, the cost of securing a commercial during the game has climbed at an astonishing rate, yet brands continue to line up for the chance to reach one of the largest television audiences. For Super Bowl LX, a single 30-second commercial reportedly sold for USD $8 million, setting a new benchmark for the event and highlighting just how valuable those precious seconds have become.

That figure is even more remarkable when you consider how quickly prices have risen. Just a year earlier, advertisers were paying approximately USD $7 million for the same amount of airtime. In only 12 months, prices jumped by roughly 14%, while the cost of a Super Bowl commercial has increased by more than 50% since 2019. Including audiences regularly surpassing 100 million viewers, advertisers clearly believe the investment is worth it.

According to advertising executive Peter Bray, the growth shows no signs of slowing down. Speaking about the future of Super Bowl advertising, he predicted, “I think in three years it’s going to hit a billion dollars in ad sales. And that has never before happened on the planet. That is the immensity of this event.” He also pointed out that the Super Bowl has become a major event for the advertising industry itself, adding, “It’s the advertising industry’s Super Bowl as well. It’s the one time of year where the general public actually cares about advertising, so it’s an exciting time.”

Of course, the airtime is only part of the expense. Many brands spend millions more producing their commercials, hiring A-list celebrities, award-winning directors, visual effects teams, and musicians to help create a campaign that stands out from the crowd. Some productions rival Hollywood films in scale and budget. One famous example came from Amazon’s Alexa commercial starring Michael B. Jordan, which reportedly cost USD $26 million, making it one of the most expensive Super Bowl ads ever produced.

Social media has also changed the game. Rather than relying only on television broadcasts, companies now release teasers, trailers, and extended cuts online weeks before kickoff. Bray believes this has actually increased the value of Super Bowl advertising, noting that while platforms such as TikTok, Instagram, and YouTube offer enormous reach, they often target many of the same people. The Super Bowl remains one of the few occasions where millions of viewers gather at the same time to watch the same thing.

When you add up the record-breaking airtime costs, celebrity appearances, big productions, and the marketing that goes with them, it’s obvious why Super Bowl advertising is now a multi-billion-dollar business. That’s no walk in the park anymore.

For brands, the price is high, but so is the chance to make an impact. A great commercial can grab headlines, fill social media feeds, and spark conversations long after the game ends.

The airtime itself is only part of the story. While spending a USD $8 million price tag for 30 seconds of exposure makes headlines, brands often spend much more when production costs are included. Today’s Super Bowl ads might feature Hollywood stars, athletes, musicians, top directors, special effects teams, custom sets, and months of preparation. By the time the ad is ready to air, some campaigns have budgets that rival major movies.

Brands have good reasons for spending so much. The Super Bowl is still one of the world’s biggest entertainment events, reaching viewers on hundreds of TV stations, radio networks, and in countries worldwide. Very few broadcasts can match that kind of audience all at once. For advertisers, it’s a unique chance to launch a new product, start a big campaign, or create a slogan that people remember for years. Many of the most famous commercials first aired during the Super Bowl and later became part of pop culture.

The audience numbers help explain the appeal. Recent Super Bowls have attracted well over 100 million viewers, making them among the most-watched television broadcasts of the year. With that many eyes focused on a single event, advertisers know they have a chance to reach millions of potential customers all at once. That’s why companies continue to spend aggressively, despite the rising costs. At USD $8 million for just 30 seconds of airtime, that’s no small feat—even for some of the world’s biggest brands.