Super Bowl Ads Aim for Laughs, Tears, and Nostalgia Amid 'Collective Trauma'

Advertisers try to provide a respite from recent upheaval with silliness, heartwarming messages, and familiar faces.

Published on Feb. 8, 2026

Got story updates? Submit your updates here. ›

As Americans grapple with economic uncertainty, social unrest, and extreme weather, Super Bowl advertisers are turning to humor, emotion, and nostalgia in their commercials this year. Brands like Budweiser, Rocket Companies, and the NFL are using familiar characters and heartwarming messages to give viewers a much-needed break from the 'collective trauma' of recent events. Meanwhile, other ads are going for pure silliness, with celebrities like Adrien Brody, Sabrina Carpenter, and 50 Cent appearing in over-the-top spots. Artificial intelligence is also a major theme, with ads both promoting and poking fun at the technology's growing presence.

Why it matters

Super Bowl ads provide a rare shared moment of levity and entertainment for Americans who are feeling the strain of economic, social, and environmental challenges. By tapping into emotions like joy, wonder, and nostalgia, brands are aiming to give viewers a respite from the 'collective trauma' of recent upheaval and remind them to take care of themselves and others.

The details

This year's Super Bowl ads feature a mix of silliness, sentimentality, and social awareness. Brands like Budweiser, Rocket Companies, and the NFL are using familiar characters and heartwarming messages to give viewers a break from recent stresses. Other ads go for pure humor, with celebrities like Adrien Brody, Sabrina Carpenter, and 50 Cent appearing in over-the-top spots. Artificial intelligence is also a major theme, with ads both promoting and poking fun at the technology's growing presence. Despite the lighthearted tone, some ads touch on more serious issues like health, obesity, and AI's impact on the workforce.

  • The 2026 Super Bowl aired on February 8, 2026.

The players

Vann Graves

The executive director of the Brandcenter at Virginia Commonwealth University.

Tim Calkins

A clinical professor of marketing at Northwestern University.

Jura Liaukonyte

A professor of marketing in Cornell University's SC Johnson College of Business.

Peter Lazarus

The leader of advertising and partnerships for NBC Sports.

Got photos? Submit your photos here. ›

What they’re saying

“There is a collective trauma. Everybody is stressed out. It doesn't matter who you are, it's something that's impacting everyone.”

— Vann Graves, Executive Director, Brandcenter at Virginia Commonwealth University (dnyuz.com)

“I suspect this is meant to be funny, but it might reinforce some people's very real concerns about AI.”

— Tim Calkins, Clinical Professor of Marketing, Northwestern University (dnyuz.com)

What’s next

The 2026 Super Bowl was a highly anticipated event, with record-breaking ad prices and a focus on providing viewers with a much-needed respite from recent challenges. As the dust settles, marketers and industry experts will likely analyze the performance and impact of this year's ads, looking for insights that can inform future Super Bowl advertising strategies.

The takeaway

In a time of collective stress and uncertainty, Super Bowl advertisers recognized the need to offer viewers a break from the challenges of the real world. By tapping into emotions like humor, nostalgia, and empathy, the ads aimed to provide a shared moment of levity and connection, reminding Americans to take care of themselves and each other.