Super Bowl LX 2026: The 7 Strongest Spots In Our Best-of
On February 8, 2026, Super Bowl LX will take over screens worldwide. Global brands are focusing their advertisements on emotional escape moments, star power, and edgy humor. This best-of compilation shows the commercials that deliver valuable marketing lessons.
The numbers add up: Why Super Bowl commercials are unbeatable
The Super Bowl is not only one of the sporting events of the year, but also one of the biggest media events. The American market research company Nielsen reports that in 2025, 127 million people in the US alone watched the American football final. Accordingly, brands are willing to pay a lot for commercials during the broadcast in February 2026: According to Manager Magazin and Sports Illustrated, companies pay between seven and eight million dollars per 30-second slot. Nevertheless, the investment often pays off, as brands can generate billions in earned media as a result.
An exemplary Nielsen analysis of a commercial for a food and beverage company from 2022 shows that recall rates are around 80 percent higher than for other commercials by the brand. This makes the Super Bowl the ultimate awareness boost for brands and marketers. At the same time, traffic and search queries increase significantly. Cloudflare confirms this with its statistics on the 2024 Super Bowl: According to these figures, TurboTax experienced a traffic spike of around 25 percent. So it’s no surprise that TurboTax will be running another commercial during the Super Bowl in February 2026.
As a global media highlight, Super Bowl LX attracts attention across various media landscapes. Brands traditionally use this cultural event for emotional, elaborately produced commercials. Every year, clips go viral and put companies in the spotlight.
#1 Squarespace
“Unavailable” is a stroke of genius in emotionalization. Oscar winner Emma Stone and star director Yorgos Lanthimos transform what is normally dry domain management into pure gothic horror. The commercial thrives on self-irony: in black and white, Stone panics when her domain “emmastone.com” is taken and destroys her laptops in a dramatic frenzy. In the Squarespace commercial, a technical topic becomes a viral brand story that immediately motivates brands, marketers, and web designers to take action.
#2 Pringles
The “Pringleleo” commercial presents Pringles chips as irresistible: pop star Sabrina Carpenter is frustrated by failed dates and instead builds herself a partner out of Pringles. This is followed by an ironic romantic comedy montage of the two before rushing fans throw themselves at the Pringles man. Advertising this year seems unable to do without a dash of self-irony. With its ninth Super Bowl commercial in a row, the snack giant is securing the attention of viewers who are also exactly its target audience: quite a few fans will be snacking on Pringles chips during the broadcast.
#3 Ro
Ro’s advertisement perfectly captures the current health tech trend. In “Healthier on Ro,” tennis legend Serena Williams authentically shares her journey with GLP-1 medications. These are appetite-suppressing weight loss drugs that are prescribed via an app. Dancing on stage, Serena triumphantly shouts “This is me on Ro!” into the camera. The physical transformation of a top athlete and the ease of use combined with medical expertise build trust among customers and make weight loss tangible and highly convertible. We also see once again that Super Bowl spots rely on concentrated star power. The clips feature some of the most influential advertising icons in front of the camera.
#4 Fanatics Sportsbook
In “Bet on Kendall,” supermodel Kendall Jenner cleverly turns her viral “curse” meme into pure profit: ex-basketball players flop after relationships with her, but she collects the bets she placed on her former partners. From her luxury jet, she now chases football flings before the Super Bowl. This ironically self-deprecating story picks up on current cultural trends and turns them into a CTA in video format: Jenner challenges viewers to bet for or against her.
#5 Uber Eats
In its commercial, Uber Eats takes the stance that football is just an excuse to eat. Oscar-winning actor Matthew McConaughey bombards his colleagues Bradley Cooper and Parker Posey with food-football-comparisons. Uber Eats thus combines the reach of the stars with the needs of the viewers: on this long football evening, delivery services in the US and around the world will be running at full speed. If people open the Uber Eats app first, the commercial has achieved its effect.
#6 TurboTax
The TurboTax commercial also relies on star power and adds another layer of self-irony: in “The Expert,” Oscar winner Adrien Brody parodies pathos as a tax professional with a rainy monologue about death and taxes. “If there’s no drama, there’s no Adrien Brody” becomes the punchline of the commercial with a humorous twist when the actor appears to leave the set of the commercial shoot because filing taxes with TurboTax is going so smoothly. The brand conveys this simple and clear message to countless viewers who will probably think of TurboTax when looking for the easiest solution for their next tax return.
#7 Wix Harmony
Wix Harmony is taking a radically different approach to other brands that have secured a Super Bowl commercial: in their clip, viewers watch a young craftswoman build the perfect website with just a few keywords and AI support. Wix Harmony is thus aligning itself with countless young entrepreneurs who offer high-quality products and services but are looking for support with their online presence. The decision to forego celebrities in favor of an unknown person makes it easier for founders to identify with the protagonist.
Takeaways from the 2026 Super Bowl commercials
The 2026 Super Bowl commercials from top brands such as Squarespace and Uber Eats demonstrate how to use emotional and ironic storytelling to break down dry topics, how authentic stars build trust, and how precise event timing maximizes ROI. There are also lessons to be learned for smaller companies from the approach taken by high-selling brands: with the right sense of timing and cultural context, just a few seconds are enough to turn attention into sustainable conversions.
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