19 Best Super Bowl LX Ads Unveiled

Celebrities, comedy, and social commentary highlight this year's crop of Super Bowl commercials.

Published on Feb. 8, 2026

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The Seattle Seahawks and New England Patriots will compete in Super Bowl LX, but the real battle is among the advertisers vying for viewers' attention. This year's ads feature a mix of celebrity cameos, humor, and social commentary, with standouts including William Shatner in a Raisin Bran spot, Kendall Jenner joking about the 'Kardashian Curse' for Fanatics Sportsbook, and Hims & Hers highlighting healthcare inequality. Other notable ads come from brands like Bud Light, Squarespace, Dove, Pringles, Instacart, Pepsi, and more.

Why it matters

Super Bowl ads have become a cultural phenomenon, with brands spending millions to capture the attention of the massive viewing audience. This year's crop of ads reflects the tense political climate, with many advertisers playing it safe with comedy and celebrity cameos, while others took bigger swings on social issues. The ads provide insight into the priorities and strategies of major brands as they compete for consumer dollars.

The details

Many of this year's Super Bowl ads leaned into comedy, with spots featuring the likes of Post Malone, Peyton Manning, Shane Gillis, Emma Stone, Ben Stiller, and Benson Boone. Other ads tackled social issues, like Hims & Hers' ad on healthcare inequality and the 'He Gets Us' campaign's reflection on materialism. Brands also used nostalgia, with Xfinity tapping the 'Jurassic Park' cast and Bosch featuring Guy Fieri. Overall, the ads showcase the creativity and high stakes of Super Bowl advertising.

  • Super Bowl LX will take place on February 8, 2026.

The players

Seattle Seahawks

One of the teams competing in Super Bowl LX.

New England Patriots

The other team competing in Super Bowl LX.

Kerry Benson

SVP of Kantar, who commented on the pressure CMOs face to prove ROI on Super Bowl ads.

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What they’re saying

“CMOs are under so much pressure. They have to prove ROI in these ads.”

— Kerry Benson, SVP of Kantar (Business Insider)

What’s next

The Super Bowl LX ads will continue to be analyzed and discussed in the days and weeks following the big game, as brands assess the impact and return on their multi-million dollar investments.

The takeaway

This year's Super Bowl ads showcase the high stakes and creative strategies of major brands as they compete for the attention of the massive viewing audience. While some played it safe with comedy and celebrities, others took bold stances on social issues, reflecting the complex landscape brands must navigate in today's environment.