The Super Bowl is THE big game, not just for the teams on the field or the halftime show, but for advertisers. A successful Super Bowl ad can set the tone for a brand’s entire year.
This year’s commercials delivered laughs, tears, nostalgia, and bold social messages. Here’s what marketers can learn from the brands that stood out.
1. Storytelling Wins
One thing we can always expect from a great Super Bowl ad is storytelling. Brands like Budweiser have mastered the art of pulling on heartstrings, and 2026 was no different:
Budweiser
Budweiser celebrated American farmers and heritage in its latest Super Bowl ad. The brand, known for featuring Clydesdales for years, created a particularly memorable spot this time with a montage showing a Clydesdale and a bird growing up together, an unexpected friendship. The ad culminates with the Clydesdale transforming into a Pegasus and the bird revealed as a bald eagle, delivering a heartfelt message about two very different beings coming together.
Lay's
Lay’s shared a heartfelt story about its family legacy and the farmers behind America’s favorite chip. The ad resonated with me and many others by tugging at the heartstrings, showing a father and daughter strolling down memory lane one last time before the next generation takes the reins.
Squarespace
Squarespace delivered a cinema-worthy ad starring Emma Stone, showing how a platform can empower creators. This ad stood out to me because of its cinematography. It was a great break from the game. Its cinematic style, emotional storytelling, and clear tie to Squarespace’s services made it memorable, relatable, and buzzworthy beyond the game.
Takeaway: People connect with stories, not just products. Even a 30-second ad can spark emotion, loyalty, and long-term brand recall. Story-driven ads are also widely shared on social media, extending reach far beyond the game itself.
2. Nostalgia Sells
Nostalgia remains a powerful way to grab attention:
Dunkin' X Ben Affleck
Dunkin’ recreated a ’90s sitcom with Ben Affleck and other TV stars. The spot leaned into humor, pop‑culture callbacks, and retro aesthetics to create buzz, tapping into nostalgia while showcasing Dunkin’s fun brand personality, a blend that helped it stand out and resonate with viewers during the crowded Super Bowl ad lineup.
Pokémon
Pokémon celebrated its 30th anniversary with celebrity cameos like Lady Gaga and Trevor Noah. The ad stood out by celebrating the franchise’s multigenerational impact, inviting viewers to reflect on their own favorite Pokémon, and kicking off a yearlong campaign that connects longtime fans and newcomers alike through emotional, joyful moments tied to iconic characters.
Takeaway: Tapping into cultural memory makes your brand feel familiar and fun. Nostalgia also encourages viewers to engage, share, and comment, perfect for building social media buzz.
3. Social & Cultural Relevance
More brands are using the Super Bowl to make statements that matter:
Him & Hers
Hims & Hers addressed healthcare choices with a bold, thought-provoking ad by spotlighting healthcare inequality in America, opening with the blunt statement that “rich people live longer” and showing surreal images of elite treatments to illustrate a “health gap” tied to wealth. I liked this ad for that reason; however, others had mixed reviews because of its tone and the way it framed healthcare solutions.
Pringles X Sabrina Carpenter
Pringles X Sabrina Carpenter imagines her in a storybook romance with a man made entirely out of Pringles. It’s exactly the kind of cheeky, campy, and clever execution we’ve come to love from her. he ad stood out by blending absurd, humorous storytelling with Carpenter’s pop‑culture appeal and the beloved Pringles identity, making it memorable and resonant, especially with younger, Gen‑Z audiences.
Other spots highlighted adoption, health screenings, and mental health awareness. This ads fells short compared to the more creative and entertaining commercials throughout the night.
Takeaway: Purpose-driven messaging can differentiate your brand, but it must feel authentic. Consumers are savvy, and forced messaging can backfire.
4. Celebrities Aren’t Everything
While star-studded casts grab attention, the most memorable ads rely on creative concepts:
Pepsi
Pepsi didn’t rely on celebrity power. Instead, it brought back the iconic polar bear, showing him in therapy after choosing a Pepsi over a Coke, a playful twist on a beloved rivalry. This ad stood out because it geniously combined nostalgia and modern relevance. I’m eager to see what Coke does in response.
Final Takeaway
The 2026 Super Bowl reminded marketers that even on the world’s biggest stage, authenticity, story, and emotional connection win. These ads perfectly reflected current culture and marketing trends.
As we look ahead, it will be fascinating to see which brands chase AI gimmicks and which lead with authenticity, creativity, and human storytelling.
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