The Most Memorable Super Bowl Commercials of 2026: Winners and Losers

The Stakes of Super Bowl Advertising

Every year, the Super Bowl proves to be more than just a championship game; it's a battleground for brands. With 30 seconds of commercial airtime going for as much as $10 million, advertisers invest not just in airtime but millions more in crafting the perfect commercial. Each ad tells a story—some capture the heart, while others can leave viewers scratching their heads.

This year's Super Bowl saw the Seattle Seahawks triumph over the New England Patriots, but the real intrigue lay in the commercialization strategies that unfolded during breaks in the action. Experts from the Kellogg School of Management conducted their annual review, rating ads based on their effectiveness. The results were illuminating.

The Best Ads of the Game

Northwestern's Kellogg School articulated the keys to success this year: emotional connection or humor paired with clear communication of a product's utility. Unsurprisingly, ads showcasing AI capabilities stood out, reflecting a societal pivot towards technology.

"Successful companies clearly communicated something about their brand," noted Tim Calkins, a clinical professor of marketing.

Top Performers

• Google's Ad: Titled "New Home," the ad featured a touching narrative of a mother and son imagining their newly renovated house using the Gemini AI platform. The emotional pull of the advertisement, combined with a practical application, earned Google an "A" rating.
• Bosch's Ad: Featuring Guy Fieri, Bosch cleverly merged humor and effective messaging in its ad, showcasing the multifaceted utility of its products. It effectively communicated what they were selling while leveraging Fieri's personality。
• Anthropic's Claude: In its first-ever Super Bowl spot, Anthropic demonstrated a unique approach to advertising by centering on humor within the AI framework, capturing attention and earning top marks from reviewers.

Ads That Missed the Mark

Not every brand fared well, however. The following commercials were panned for their lack of clarity and execution, ultimately being rated as fails:

• Coinbase: The cryptocurrency platform attempted a nostalgic approach with a karaoke-style ad featuring Backstreet Boys. Reviewers criticized it for failing to communicate the service effectively, highlighting a lack of clarity in its messaging.
• Ai.com: This ad also drew a failing grade; viewers were left confused about what the service offered, a stark contrast to other AI-related ads that expressed their value succinctly.

The Emotional Quotient in Advertising

This year's Super Bowl commercials revealed a trend towards fostering feelings of kindness and community, with an analysis by Daivid noting that they were rated among the most heartwarming seen in over five years. This trend aligns with broader societal themes, indicating a shift in consumer preference for brands that resonate with emotional values rather than mere product promotion.

"A successful ad should make the audience feel a connection, not just the urge to buy, which is evidently the direction we're heading toward," said Calkins.

Full Ratings for 2026 Super Bowl Commercials

The Kellogg panel graded commercials based on their marketing effectiveness, and here's how they broke down:

A-Rated Ads

• Google
• Bosch
• Anthropic (Claude)
• Levi's
• Michelob ULTRA
• Pepsi
• TurboTax

F-Rated Ads

• Coinbase
• Ai.com

Looking Ahead

The future of Super Bowl advertising lies in creatively addressing emotional connections and the messaging power of technology. Brands that succeed will not just showcase their products but will also embody values that resonate deeply with consumers. As we navigate through economic shifts and evolving consumer expectations, it becomes clear that in advertising, as in life, genuine connection is the key to success.