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Brands Prove Super Bowl Ads Aren't the Only Way to Win
Campaigns that connect with audiences through emotional storytelling and real-world experiences outperformed high-budget TV spots.
Published on Feb. 10, 2026
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The 2026 Super Bowl showed that a $10 million TV ad is no longer the only path to success. While traditional metrics like likeability still matter, brands that combined emotional storytelling with digital and experiential activations saw the biggest impact. Campaigns from Squarespace, Instacart, Levi's, Totino's, and Skittles proved that cohesive narratives across platforms can drive more engagement and cultural relevance than a single big-budget commercial.
Why it matters
The Super Bowl remains the biggest advertising stage, but the fragmented media landscape rewards brands that can connect with audiences through emotional resonance and cultural relevance, not just sheer media spend. Brands that design campaigns to live beyond the game day broadcast and invite people in through digital and real-world experiences are seeing the biggest payoff.
The details
While Budweiser (likeability: 747) and Lay's (708) remained top performers in traditional TV metrics, tech brands like Ring (755) and Amazon Echo (729) used creative storytelling to drive strong audience engagement. Meanwhile, brands like Skittles, Totino's, and Avocados from Mexico skipped the game entirely to focus on experiential and digital activations. "The Super Bowl of advertising is the Super Bowl. Everyone else is bringing their absolute best and swinging for the fences, so simplicity of message and emotional impact are what make you stand out," said Will Wilson, VP and Creative Director at BBDO, who worked on Instacart's "Bananas" campaign.
- The 2026 Super Bowl took place on February 9, 2026.
The players
Budweiser
A major beer brand that remains a top performer in traditional Super Bowl advertising metrics.
Lay's
A popular snack brand that also scored highly in traditional Super Bowl advertising metrics.
Ring
A tech brand that used creative storytelling to drive strong audience engagement during the 2026 Super Bowl.
Amazon Echo
Another tech brand that leveraged creative storytelling to engage audiences during the 2026 Super Bowl.
Will Wilson
VP and Creative Director at BBDO, who worked on Instacart's "Bananas" Super Bowl campaign.
What they’re saying
“The Super Bowl of advertising is the Super Bowl. Everyone else is bringing their absolute best and swinging for the fences, so simplicity of message and emotional impact are what make you stand out.”
— Will Wilson, VP and Creative Director, BBDO (Ad World News)
“People weren't just quoting the spot. They were rewatching it and asking for more of Chazmo's cinematic universe. Videos featuring Chazmo racked up over 10 million views across Totino's channels.”
— Oliver Perez, Business Unit Director for Frozen Snacks, General Mills (Ad World News)
“A good idea, built for digital and culture, can go far in today's market. Using the Super Bowl as a starting point gets your name in front of a crowd, but you need to take advantage of the attention.”
— Alex Persky-Stern, CEO, Waymark (Ad World News)
“Turning the ad into an experience transforms it from something people watch into something people live.”
— Gabrielle Wesley, CMO for Mars Snacking North America (Ad World News)
“Experiential placements anchor brand moments in real life and amplify cultural relevance. That kind of presence turns curiosity into engagement.”
— Joss Roulet, Client Service Director, Billups (Brandbeat)
What’s next
The brands that stood out during the 2026 Super Bowl will likely continue to build on their successful campaigns through additional digital, experiential, and storytelling activations in the coming year.
The takeaway
The 2026 Super Bowl showed that a high-priced TV ad is no longer the only path to success. Brands that combined emotional storytelling with digital and real-world experiences saw the biggest impact, proving that cultural relevance and audience engagement can outperform sheer media spend in the fragmented media landscape.
