Super Bowl Ads Aim for Optimism Amid Tough Times

Advertisers turn to health, caring, and nostalgia to connect with viewers during a difficult period for America.

Published on Feb. 8, 2026

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In the face of economic uncertainty, consumer confidence lows, and recent social unrest, Super Bowl advertisers are taking a more uplifting approach in 2026. Commercials feature themes of community, health, and feel-good nostalgia, aiming to provide viewers a much-needed respite from the challenges of the times. Brands are leveraging familiar faces, beloved characters, and heartwarming messages to strike an empathetic chord, while still delivering the usual dose of humor and entertainment that Super Bowl ads are known for.

Why it matters

Super Bowl ads offer one of the few remaining shared cultural moments where a large, diverse audience tunes in collectively. In a fractured media landscape, advertisers are using this platform to try and lift spirits and promote messages of unity, wellness, and optimism - qualities that may be in short supply for many Americans dealing with economic pressures and social unrest.

The details

The 2026 Super Bowl ad lineup features a range of tactics to connect with viewers on an emotional level. Nostalgic callbacks to beloved characters and franchises like Mister Rogers, Jurassic Park, and the Backstreet Boys aim to evoke warm memories. Health-focused ads from brands like Novartis, Ro, and Hims & Hers promote preventative care and accessible treatments. And lighthearted, humorous spots from the likes of Pringles, Instacart, and Hellmann's provide much-needed levity. Even traditionally indulgent snack brands like Ritz and Lay's are incorporating themes of family legacy and community.

  • The 2026 Super Bowl was played on February 8, 2026.
  • U.S. consumer confidence fell to its lowest level since 2014 in January 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 lead of advertising and partnerships for NBC Sports.

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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

“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

What’s next

As the U.S. economy and social climate continue to evolve, advertisers will be closely watching viewer reception to the 2026 Super Bowl ads to inform their strategies for future big game campaigns.

The takeaway

In a time of uncertainty, Super Bowl advertisers are leaning into messages of unity, wellness, and optimism - providing viewers a much-needed respite through the collective experience of the big game and the familiar faces, beloved characters, and heartwarming narratives featured in the commercials.