The 19 Best Super Bowl LX Ads

Advertisers go head-to-head during the annual championship to vie for viewers' attention and their wallets.

Published on Feb. 8, 2026

Got story updates? Submit your updates here. ›

Although the Seattle Seahawks and New England Patriots will face off in Super Bowl LX, they're not the only ones competing on Sunday. Super Bowl advertisers are also going head-to-head during the annual championship to vie for viewers' attention and, ultimately, their wallets. The tense political climate has spurred many advertisers to play it safe, relying on comedy and celebrities. Others, though, took big swings.

Why it matters

Super Bowl ads are some of the most highly anticipated and scrutinized commercials of the year. With millions of dollars spent on these 30-second spots, advertisers are under immense pressure to create ads that will resonate with viewers and deliver a strong return on investment.

The details

According to Kerry Benson, SVP of Kantar, "CMOs are under so much pressure. They have to prove ROI in these ads." Some advertisers played it safe with comedy and celebrity cameos, while others took big swings. For example, Hims & Hers highlighted healthcare inequality in an ad called "Rich People Live Longer," and William Shatner appeared in a cheeky Kellogg's Raisin Bran ad about fiber.

  • Super Bowl LX will take place on Sunday, February 8, 2026.

The players

Kerry Benson

SVP of Kantar, a data and consulting company that provides insights on advertising and media.

William Shatner

Actor known for his role as Captain James T. Kirk in the Star Trek franchise, who appeared in a Kellogg's Raisin Bran ad.

Hims & Hers

A healthcare company that aired an ad highlighting healthcare inequality.

Got photos? Submit your photos here. ›

What they’re saying

“CMOs are under so much pressure. They have to prove ROI in these ads.”

— Kerry Benson, SVP of Kantar (Business Insider)

The takeaway

Super Bowl ads have become a high-stakes battleground for advertisers, who are under immense pressure to create commercials that will resonate with viewers and deliver a strong return on investment. This year's ads showcase a range of strategies, from playing it safe with comedy and celebrities to taking bold swings on social issues.