Sneak Peeks of Super Bowl 2026 Ads: Celebrity-Driven and Humor-Focused

Super Bowl 2026: A Define-or-Die Moment for Advertisers

The excitement surrounding Super Bowl LX is palpable, especially considering its status as a high-stakes event where brands are not just selling products but fighting to capture the attention of over 100 million viewers. Advertisers are setting the bar high with multimillion-dollar investments, as a mere 30-second commercial can cost upwards of $10 million. The competition is fierce, and brands must not only be seen; they have to resonate with the changing landscape of consumer sentiment.

"Advertisers are seeing the Super Bowl as an opportunity to catch a break from all of that," said Sean Muller, CEO of iSpot.

With the backdrop of a polarized political climate and economic uncertainty, humor is making a notable comeback as a central theme in many anticipated ads. This strategy appears aimed at offering a brief reprieve for viewers who might be weary of the constant barrage of serious news.

Rising Stars and Familiar Faces

The commercial lineup for this year's Super Bowl is eclectic, featuring both returning giants and daring newcomers. Advertisers such as Budweiser and Pepsi will reassert their longstanding tradition of Super Bowl advertising. Meanwhile, new entrants like Ro, a healthcare company, and betting site Fanatics Sportsbook are also aiming for their slice of the spotlight.

Among the ads already available online are:

• Bud Light: Featuring a reunion of celebrities Post Malone and Peyton Manning, this ad titled "Keg" plays on nostalgia and humor.
• Fanatics Sportsbook: Kendall Jenner addresses her betting lifestyle while inviting viewers to join her.
• Budweiser: With its "American Icons" theme, Budweiser aims to tap into patriotism, showcasing the iconic Clydesdales alongside national pride.

The Humor Factor

This year, humor emerges not only as entertainment but as a strategic tool to engage viewers grappling with the realities of the economy.

Take, for instance, the ad from Dunkin', teasing its new spot with humorous interactions between celebrity Ben Affleck and stars from iconic TV shows. The nostalgia paired with laughs effectively invites viewers to engage while indirectly placing the brand in a positive light.

Brand Strategies: New vs. Old

While established brands capitalize on their heritage and connection with viewers, new entrants must carve out their identity in this crowded arena. Health-focused Ro is attempting to shift perceptions about weight-loss treatments through its partnership with Serena Williams, tackling a risky subject but one that resonates with current societal concerns.

An Array of Creativity

The diversity in themes and execution also stands out:

• Hellmann's: Featuring Andy Samberg in a quirky food-themed ad that pays tribute to Neil Diamond.
• Michelob ULTRA: Featuring Kurt Russell as a ski instructor, this ad marries humor and subtlety against the backdrop of the upcoming Winter Olympics.
• Svedka: With its AI-generated concept, Svedka's ad represents the forefront of technological engagement in advertising.

Final Thoughts

All these factors make Super Bowl 2026 a fascinating study in advertising dynamics. It's a reminder that while humor and celebrity reign supreme, the underlying concern for brands is whether their message genuinely connects with an audience reeling from the overwhelming pace of modern life.

The battle for attention doesn't just peak on Super Bowl Sunday; it kicks off now, and we are witnessing the advertising landscape pivot in real time.