Western New Yorkers Shine in Super Bowl Commercials

From actor William Fitchner to Roswell Park researchers, local faces and businesses make an appearance in national ads during the big game.

Published on Feb. 6, 2026

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Several Western New Yorkers and local businesses are set to appear in national commercials during this year's Super Bowl broadcast. Actor William Fitchner stars in an ad for Kinder Bueno, while Roswell Park Comprehensive Cancer Center is highlighting its research team in a local ad. Attorney William Mattar also filmed a commercial for his law firm that will air during the game.

Why it matters

The Super Bowl commercials are among the most watched advertising spots of the year, providing a major platform for local businesses and personalities to gain national exposure. This showcases the talent and innovation coming out of the Western New York region.

The details

William Fitchner, a native of Cheektowaga, New York, appears in a national ad for Kinder Bueno chocolate bars. Fitchner, a veteran actor, had to film numerous takes of eating the candy bars. Meanwhile, the Roswell Park Comprehensive Cancer Center is using its Super Bowl ad to highlight its team of researchers, with the ad narrated by the center's president and CEO, Dr. Candace Johnson. Local attorney William Mattar also filmed a commercial for his law firm that will air during the game, featuring a campfire scene meant to convey his firm's approach to personal injury cases.

  • The Roswell Park ad is set to air during the first half of the Super Bowl.
  • William Mattar's commercial will air at the end of the third quarter.

The players

William Fitchner

A native of Cheektowaga, New York and veteran actor who appears in a national ad for Kinder Bueno chocolate bars during the Super Bowl.

Dr. Candace Johnson

The president and CEO of Roswell Park Comprehensive Cancer Center, who narrates the center's Super Bowl commercial highlighting its team of researchers.

William Mattar

A local attorney who filmed a commercial for his law firm that will air during the Super Bowl, featuring a campfire scene meant to convey his firm's approach to personal injury cases.

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What they’re saying

“We did like 40 takes and I'm like that's a lot of candy bars. They were like you don't have to eat them. Somebody would come out with a napkin.”

— William Fitchner (WGRZ)

“Cancer is not a death sentence anymore. When you hear those words, there's lots of hope, and the hope is because of research.”

— Dr. Candace Johnson, President and CEO, Roswell Park Comprehensive Cancer Center (WGRZ)

“Our researchers are off the charts excited. When you're a scientist or you're working in a laboratory, it's like you're in a closet. Nobody's talking to you. You're alone there doing your job. You're not maybe getting the recognition that folks are getting that are treating people in the hospital. So they're thrilled.”

— Dr. Candace Johnson, President and CEO, Roswell Park Comprehensive Cancer Center (WGRZ)

What’s next

The full William Mattar commercial is set to air at the end of the third quarter during the Super Bowl broadcast.

The takeaway

The appearance of Western New Yorkers and local businesses in high-profile Super Bowl commercials showcases the region's talent and innovation, providing valuable national exposure for the Buffalo area.