Super Bowl Ads Aim for Warmth, Humor and Health Amid Tough Times

Advertisers try to connect with viewers through messages of community, nostalgia and wellness

Published on Feb. 8, 2026

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With the U.S. facing economic uncertainty and social unrest, Super Bowl advertisers in 2026 are taking a softer, more caring approach in their big-budget commercials. Ads feature themes of neighbors helping each other, heartwarming throwbacks to the past, and messages promoting physical and mental health. While there is still plenty of humor and celebrity star power, the overall tone strikes a more empathetic note as brands seek to provide viewers a respite from the challenges of the moment.

Why it matters

The Super Bowl ads reflect the broader mood of the country, with Americans feeling uneasy about the economy, social tensions, and the lingering effects of the pandemic. Advertisers are trying to connect with viewers on an emotional level, providing comfort and positivity during a difficult time. The ads also highlight how brands are navigating sensitive issues like AI, healthcare affordability, and environmental concerns.

The details

Many of the 2026 Super Bowl ads focus on themes of community, caregiving and wellness. Spots from Ring, Budweiser, Novartis and Toyota promote looking out for one's neighbors and taking care of one's health. Nostalgic callbacks to beloved pop culture like Mister Rogers, 'Jurassic Park' and 90s music also aim to evoke warm feelings. There is still plenty of humor, celebrity cameos and snack-centric ads, but the overall tone is more empathetic compared to past years. Advertisers are also grappling with controversies around AI and healthcare, reflecting the complex social issues facing the country.

  • The 2026 Super Bowl took place on February 9, 2026.
  • The ads aired during the game broadcast on February 9, 2026.

The players

Vann Graves

The executive director of the Brandcenter at Virginia Commonwealth University, who commented on the tone of the 2026 Super Bowl ads.

Tim Calkins

A clinical professor of marketing at Northwestern University, who commented on the potential controversy around AI-focused ads.

Jura Liaukonyte

A professor of marketing in Cornell University's SC Johnson College of Business, who discussed the value of Super Bowl ad buys for brands.

Peter Lazarus

The leader of advertising and partnerships for NBC Sports, who noted record-high ad prices for the 2026 Super Bowl.

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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 (wral.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 (wral.com)

What’s next

The 2026 Super Bowl ads will likely be analyzed and discussed in the days and weeks following the game, with experts weighing in on their effectiveness, cultural impact and broader implications.

The takeaway

In a time of economic uncertainty and social unrest, Super Bowl advertisers in 2026 are taking a more empathetic, community-oriented approach with their big-budget commercials. By focusing on themes of health, nostalgia and human connection, the ads aim to provide viewers a respite and a shared sense of positivity, reflecting the broader desire for comfort and resilience during challenging times.