Breaking Down 2026 Super Bowl Ads
Every year, the Super Bowl isn’t just about which team wins the Lombardi Trophy…it’s also about which brands score big with ads that are as eagerly anticipated as any kickoff. In many ways, the commercial breaks read like a playbook: touchdown-level spots that generate buzz and revenue, calculated risks with unexpected creative “on-side kicks” and shocking fumbles that get picked apart on social media. For brands, the stakes couldn’t be higher. Last year’s Super Bowl drew a record-setting ~127.7 million viewers across TV and streaming platforms (the most in U.S. broadcast history), providing an unparalleled captive audience for advertisers.
In this blog, we are sharing the play-by-play for some notable Super Bowl LX commercials. From clear touchdowns to painful turnovers, we broke down which brands understood the moment and which ones missed their assignment. Everyone out there has their own opinion, but here is the consensus on our list:
Touchdown
Nothing better than crossing the goal line on a well-executed play
Our team’s top touchdown commercials were Lay’s “Last Harvest” spot, Pepsi’s “The Choice” and Xfinity’s “Jurassic Park.” Each delivered on emotion, brand clarity and cultural relevance. Lay’s stood out for its warm, emotional, human storytelling, while Pepsi leaned into its famous competitor feud in a unique, bold way. Xfinity rounded out the list by blending nostalgia, humor and spectacle, using the iconic Jurassic Park universe to showcase its product strength in a way that felt cinematic.
Two-Point Conversion
Bold, attention-grabbing and great when it works
The Raisin Bran William Shatner commercial worked so well because the humor wasn’t just attention-grabbing, it was also on-brand. The play on his name (“Will Shatner”) created that split-second “wait… what did they just say?” moment that pulls viewers in and rewards them for paying attention. It’s cheeky, a little unexpected and memorable without trying too hard.
More importantly, the joke actually made sense for the product. Raisin Bran is all about gut health, so the wordplay wasn’t random shock value; it actually reinforced a core product benefit in a way that felt clever rather than crass.
It also helped that Shatner is an instantly recognizable cultural icon. His larger-than-life persona and decades-long fame gave the joke credibility and confidence.
Fumble
Missed the mark and could send you to the bench
Ring’s “Search Party for Dogs” Super Bowl spot aimed for heartstrings, but landed in uneasy territory. While the emotional hook of lost pets is universally relatable, the execution unintentionally spotlighted a more controversial aspect of the brand: pervasive neighborhood surveillance. This advertisement has received quite a bit of backlash from viewers.
Onside Kick
Unexpected surprises
Instacart emerged as a standout surprise by pairing an unexpected duo, Benson Boone and Ben Stiller, and grounding the humor in a relatable customer truth: shoppers choosing bad produce. Instead of glossing over the frustration, the brand leaned into it, acknowledging a real pain point and turning it into the punchline. That self-awareness worked for our team.
Similarly, the Kendall Jenner Fanatics spot worked because it broke character. It’s rare for the Kardashian/Jenner brand to openly poke fun at itself, and that self-deprecating twist caught viewers off guard in the best way. By leaning into humor and cultural self-awareness, the ad felt creative, fresh and surprising—proof that brands can sometimes win by letting their guard down.
Turnover
Big letdown, failed attempt
Coinbase’s karaoke singalong spot was a welcome pattern break in a sea of polished, predictable Super Bowl ads. The concept was playful, unexpected and genuinely fun to engage with, but that momentum collapsed the instant the Coinbase title card appeared. The reveal reframed the experience and solidified the brand’s core challenge: perception. Crypto still carries heavy baggage for many consumers.
Instead of elevating the brand, the ad inadvertently highlighted the disconnect between how Coinbase wants to be seen and how it’s currently perceived. Fun, silly commercials only work when a baseline level of trust already exists. Without that foundation, the surprise branding moment didn’t feel exciting…it felt disappointing.
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