Super Bowl 2026: From Jesus to Jurassic Park

For many, advertising has long been a separate part of this sporting holiday. Someone criticizes it and is nostalgic for the “good old days,” but every time we still return to discussing the brightest moments: both successful and not so successful.

After several not very successful years in the late 2010s, Super Bowl advertising campaigns regained their shape. Recent seasons have presented a lot of creative and truly funny commercials, and in 2026 there were several new commercials that, in our opinion, are definitely worth paying attention to.

So we simply prepared for you our own selection of the best Super Bowl 2026 commercials – the ones that were memorable, surprised or made you smile. This is the subjective opinion of our marketing expert who wrote this article, but that is why it is interesting.

A small clarification:

• We did not include most of the standard and not very creative commercials for cars, banks and similar brands.
• We also skipped movie trailers, because that is a separate story.
• The material may be updated if new videos worthy of attention appear.

And now let’s move on to our selection of the best Super Bowl commercials of 2026.

Top 15 most interesting advertisements

Novartis: Relax Your Tight End

This is not the first commercial this year to play with a subject below the belt, and, as it turned out, it will not be the last. A good verbal pun makes the ad easy to understand and effective at the same time. It is not reduced to a simple joke – it has a completely practical meaning.

That is why the ad works: it combines humor with benefit. Men will definitely appreciate this commercial, and the reason for their pleasure is not at all because of the NFL athletes, but because of how aptly and boldly the idea is presented.

Skittles: Deliver the Rainbow

Who is Elijah Wood? Seriously? Oh, this is a new generation…
If you believe this commercial, he is not a famous actor at all, but a forest creature that produces Skittles. You can summon him quite simply by blowing into a stolen rainbow horn. Absurd, strange and that is why it is completely in the spirit of the brand.

Instacart: For Papa! Instacart

What an incredible combination! Instacart has brought together Ben Stiller and Benson Boone for Big Game, directed by Spike Jonze. The video is awesome not only because of the vintage style and Ben Stiller, but also because of Benson’s charismatic personality.You’ll want to watch this commercial until the end.

Pringles: Love at First Bite

Pringles in the 2026 Super Bowl campaign is betting on pop culture, celebrity effect and a light rom-com mood. In the video with Sabrina Carpenter, flirtation and humor are combined with a very simple but strong product insight, the product does not just appear in the frame, but becomes part of the story.

The creative is built around the game “loves me, loves me not”, only instead of flowers there is a simple “bouquet” of Pringles chips. This works for several tasks at once: it gives a viral visual, enhances the memorability of the product and natively tightens the Once You POP brand platform. Sabrina’s positioning as a “Once You POP Star” is especially interesting – it is not just the integration of a celebrity, but an attempt to weave the artist into the brand ecosystem and take part of her audience into its communication.

From a marketing perspective, Pringles is doing what works well for the Super Bowl: mixing entertainment, pop culture, and a clear brand territory, while simultaneously generating buzz through extended versions of the commercial before the main broadcast.

Bud Light: Keg

It’s always funny to watch people roll down a hill, competing with each other.
But in Bud Light: Keg, the stakes are high—a real Cheese Roll Race, real emotions, and a whole lot of chaos. The perfect video to get you in the mood!

Xfinity: Jurassic Park … Works

This commercial is really fun and makes you smile — a cool nostalgic vibe.

Spruce: If Dogs Could Choose

I remembered the song “Who Let the Dogs Out?” because of my dogs — the commercial really touches on both humor and vibe for everyone who loves four-legged friends.

State Farm: Stop Livin’ on a Prayer

State Farm is once again playing with humor and pop culture — this time through a parody of the cult “Livin’ on a Prayer.”

The video shows a fictional insurance company that seems to be “almost right,” but in reality constantly falls short of normal coverage. Two extremely chaotic agents try to convince a client that everything is fine with them — and at the same time sing about their own failures.

The idea is simple and very marketing: insurance is a complex category, but State Farm sells a sense of confidence. The message is direct — you shouldn’t “live on luck” when it comes to insurance.

Hyundai Palisade: John Krasinski’s Epic Mission

The ad plays on the idea of ​​“turning an ordinary day into a movie.” Here, a simple task — picking up a friend — suddenly looks like an action-packed mission with chases, motorcycles, and even a helicopter. All of this shows the car as something more than a family SUV — more like a tool that gives a sense of control, confidence, and a “heroic” experience behind the wheel. The strong point is the actor’s charisma, which makes the plot light and fun, even despite the large-scale “movie” drama. In general, this is a classic technique: show not the characteristics of the car, but the feeling of it — as if any trip can become a small adventure.

Universal Orlando: Lil’ Bro

Squarespace

У рекламі Емма Стоун влаштовує справжню істерику через те, що бажаний домен вже зайнятий. Це вже їхня шоста співпраця з режисером Йоргосом Лантімосом (за їхній п’ятий спільний проєкт, «Bugonia», вона номінована на Оскар), і, схоже, цього разу вони ідеально вгадали з хронометражем.

30-секундна артхаусна пародія, яку покажуть під час гри, виглядає дуже вдалою. А от розширена 90-секундна версія, доступна онлайн, вже здається затягнутою.

Oakley Meta

The Oakley footage of athletes in action is nicely shot and edited, but the scenarios themselves using the smart glasses don’t look very convincing. (It doesn’t help that the video is split into two 30-second chunks for game broadcasts.)

Boehringer Ingelheim

Amazon Alexa

Google

Emotionally strong, motivational ads

Toyota

He Gets Us

This Christian ad campaign deserves respect for devoting most of its video to a montage criticizing the obsessions—money, material things, appearance, online distractions, gambling—that are essentially what most of the ads around it are built on.

Dove: The Game is Ours

Ring: Search Party

Budweiser: American Icons

Liquid I.V.: EJAE Against All Odds

Rocket and Redfin: Lady Gaga Won’t You Be My Neighbor?

No less interesting ads

Kinder Bueno

TurboTax: The Expert

eos: Is It Pistachio

Claude

AI again, but with promises of better answers and no ads… ironic.

Hims and Hers: Rich People Live Longer

Artlist: AI Toolkit

Starbucks: Coffee Run

Uber Eats: Interrogation

Uber Eats: Diner Menu

Uber Eats: Jogging

Uber Eats focuses on quantity over quality, but at least this video is a little better than the others.

Raisin Bran: Will Shat

“Below the belt” humor is the most universal thing: almost everyone laughs (if they have a sense of humor), even William Shatner… or rather, Will Shat. The puns here are deliberately thrown together one after another and make the ad very easy to perceive.

This approach works because it combines simple mass humor with strong brand recall — and sometimes this is what gives the fastest effect of recognition.

Hellmann’s: Sweet Sandwich Time

This is an example of advertising that sticks not because of rational arguments, but because of mood – music, lightness, and fun create an emotional attachment to the brand that lasts longer than watching the video itself.

Michelob UTLRA: The ULTRA Instructor

“Eye of the Tiger” and Kurt Russell chopping down trees with a ski—unexpected?

Fanatics: Bet on Kendall

NERDS: Juicy Gummy Clusters

Pepsi: The Choice

Rippling: Tim Robinson

Ads that cause mixed reactions

RITZ: Island

e.l.f.: Melisa

Manscaped: Hair Ballad

Ramp: Multiply What’s Possible

Jeep: Billy Bass Goes to the River

The expected development of events overnight. Everything seems to be going predictably, but it is not.

OIKOS: The Big Hill

SKECHERS: Kick Off

Grubhub: The Feest

Tree Hut: Uncontain Yourself

This article is available in Ukrainian.