Super Bowl Ads Aim for Fun Over Frowns in 'Joyful' Commercial Scramble

Brands move away from heavy, divisive messaging to embrace nostalgia and humor in 2026 Super Bowl ads.

Published on Feb. 8, 2026

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This year's Super Bowl ads featured a dizzying array of famous faces in frantic, frenetic scenarios, with many brands moving away from somber messaging and instead embracing fun, nostalgia, and humor. Spots from Instacart, Hellmann's, Wegovy, DraftKings, Ritz Crackers, and more leaned into surreal, comedic elements, while Budweiser and Dunkin' also incorporated classic pop culture references. While some ads touched on bigger issues like race and class, advertising executives praised the overall 'joyful' tone, suggesting brands were wary of 'moralizing' or 'telling people what to think'.

Why it matters

The shift in Super Bowl ad strategy reflects a broader industry trend of brands moving away from heavy, divisive messaging in favor of more lighthearted, feel-good content. As the Super Bowl remains one of the most high-profile advertising events, this year's 'joyful' commercials signal a desire from brands to connect with viewers on an emotional level and avoid controversy.

The details

Many of the ads featured famous faces in over-the-top, comedic scenarios, such as Ben Stiller and Benson Boone trying to out-flip each other for Instacart, Andy Samberg dressed as an off-kilter Neil Diamond for Hellmann's, and a bevy of 'SNL' cast members appearing in spots for brands like Wegovy, DraftKings, and Ritz Crackers. Other ads leaned into the surreal, like Liquid I.V.'s commercial with singing toilets and Budweiser's Clydesdale horse story set to 'Free Bird.' While some ads touched on bigger issues like race and class, advertising executives praised the overall 'joyful' and nostalgic tone, suggesting brands were wary of 'moralizing' or 'telling people what to think'.

  • The Super Bowl aired on February 9, 2026.

The players

Ellie Bamford

Chief strategy officer of North America for the large ad agency VML.

Erin Sarro

A creative director at Two Tango Collaborative, an advertising consortium based in Richmond.

Omid Amidi

Co-chief creative officer of McKinney, an agency based in Durham, NC.

Daniel Lobatón

Chief creative officer, North America, for David, a Miami agency.

Rob Reilly

Global chief creative officer of WPP.

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What they’re saying

“The feeling is pretty damn joyful.”

— Ellie Bamford, Chief strategy officer of North America for the large ad agency VML (Variety)

“We can't ignore the absurdity in the ads this year.”

— Erin Sarro, Creative director at Two Tango Collaborative (Variety)

“We know what works in the Super Bowl. It's mostly celebrities, a music cover, animals and puppies. It just feels like we are really playing the hits, without taking any swings.”

— Omid Amidi, Co-chief creative officer of McKinney (Variety)

“They are showing up as any industry that is so young would, and starting to figure out all the different places they might take.”

— Daniel Lobatón, Chief creative officer, North America, for David (Variety)

“It's hard to make these things. It is really difficult. There are a lot of people who are involved in decision making, and a lot of cooks in the kitchen.”

— Rob Reilly, Global chief creative officer of WPP (Variety)

What’s next

As the advertising industry continues to evolve, it will be interesting to see if brands maintain this 'joyful' approach in future Super Bowl ads or if they return to more serious, issue-driven messaging. The success of this year's lighthearted spots may influence the creative direction of Super Bowl commercials going forward.

The takeaway

This year's Super Bowl ads marked a shift away from heavy, divisive messaging in favor of more fun, nostalgic, and humorous content. Brands seemed wary of 'moralizing' or 'telling people what to think,' instead opting for celebrity-filled, surreal scenarios designed to connect with viewers on an emotional level. While some ads still touched on bigger issues, the overall 'joyful' tone was praised by advertising executives as a strategic move to avoid controversy and play to what 'works' in the Super Bowl.