2026 Super Bowl Ad Review – From Marketers
During the Super Bowl, the players on the field are competing for a win—and so are advertisers, battling it out for your attention during commercial breaks. With 30 seconds of airtime starting around $8 million this year, the stakes were quite high.
While this year’s game itself felt a little underwhelming, we were absolutely locked in for the food and the commercials.
As expected, AI took center stage. AI-powered products dominated the airwaves, CGI was everywhere, and even an “anti-ad” AI commercial made an appearance (Anthropic & Claude – Can I get a six pack quickly?), reassuring viewers that ads won’t be infiltrating their platform…while, ironically, advertising that promise during the biggest ad event of the year.
After a while, the AI fatigue set in. It left many of us reminiscing about the simpler, funnier Super Bowl commercials of the past. The ones that didn’t rely on buzzwords or feel overly tailored to one generation. Those that replicated the feels, laughter, and authenticity to brand rose to the top of our list. Check out the ads that stood out as our favorites this year.
Lay’s: Last Harvest
This one got us right in the feels. And yes, we know what you’re thinking, crying over potatoes? But here we are.
The commercial follows a multi-generational farming family as a father passes his potato farm to his daughter, symbolized by handing over the keys to his farm truck. It’s a tender, emotional story that turns out to be a fictionalized version of a very real reality for farming families across the country.
It’s a beautiful story and a smart way to connect with more conscious buyers who not only care about what they’re eating, but how and where it’s made.
Instacart: Bananas
We love a celebrity cameo as much as the next person, and in Instacart’s Super Bowl ad it felt genuinely earned.
Ben Stiller and Benson Boone play musicians singing about Instacart’s ability to deliver the right bananas. It’s absurd in the best way. Boone effortlessly executes a backflip mid-performance, while Stiller’s character grows increasingly frustrated trying (and failing) to keep up. His jealousy, and inevitable stunt-gone-wrong moment, lands the laugh. The ad also broke from the polished, overproduced look we saw in many other spots looking like it was shot on vintage cameras.
What really made this spot stand out was how simple and smart the message was. Yes, it’s about bananas, but it’s really about control. One of the biggest barriers for new Instacart users is trust. People go to the grocery store themselves because they don’t trust someone else to pick the best produce. This ad addresses that hesitation head-on by showing just how specific and intentional you can be when ordering. You’re still in charge.
Liquid Death: Liquid Death Energy Drink: Exploding Heads
This ad stood out because it clearly understood what consumers want from energy drinks right now: caffeine, but not too much; added benefits like vitamins; and ingredients that we can read.
Liquid Death showed strong awareness of audience feedback across the category and used that insight to position its new energy drink as a smarter, more balanced option, all while keeping its signature rebellious humor intact.
The commercial initially sets viewers up to expect a typical ad about a medication, complete with a doctor in a white coat. Then it takes a sharp turn. People’s heads start “exploding” after consuming too many energy drinks, an exaggerated but relatable depiction of how overstimulating the category can be.
By leaning into that shared experience, Liquid Death introduces its new energy drink in a way that clearly communicates how it’s different from competitors. The humor does the heavy lifting, making the product’s value immediately understandable without having to overexplain it.
Tecovas: True West
This year’s Super Bowl was Tecovas’ first rodeo. They didn’t try to out-shout anyone. Instead, they told a story.
The ad follows a young boy traveling through the West, unfolding as a cinematic journey. The writing is gritty and restrained, paired with beautiful visuals.
We loved how clearly Tecovas understood its brand and audience. No celebrity cameos. The line, “We might not need more people in the West, but would it hurt to have a little more West in the people?” invites viewers to embrace their inner cowboy or cowgirl and define their own edge in the world.
The story does the work of selling the boots. Even if you’ve never worn them before, it makes owning a pair feel undeniably cool.
Levi’s: Backstory
Everybody wants a good pair of jeans that fit, and Levi’s cheekily reminded us why they’re still the standard. The Super Bowl ad features people from all walks of life doing what they do: breakdancing, climbing, working, performing, and taking center stage, all while wearing Levi’s denim and looking good doing it. Levi’s didn’t need to actually say much to prove they’re the OG. By showing both cultural icons and everyday people exclusively from behind, the brand lets the product do the talking.
As marketers, we loved the restraint. Levi’s didn’t chase trends or overcomplicate the message. They leaned into what they already own—heritage, fit, and cultural relevance.
Southwest Airlines: That Was Wild
There’s been plenty of controversy surrounding Southwest’s decision to move from open seating to assigned seating, and this commercial didn’t shy away from it. Instead, it leaned all the way in. The ad exaggerates the chaos of open seating before contrasting it with the calm, order, and predictability of assigned seating.
The ad reimagines the boarding process as something straight out of the Hunger Games. Passengers battle through a jungle-like airport, shoulder-checking fellow travelers, and even crafting fake seatmates to protect their spot. It’s dramatic, over-the-top, and instantly recognizable to anyone who’s ever felt even a little anxious during boarding.
What made this spot work is its self-awareness. Southwest has long been known for its open boarding policy, but by parodying it so boldly, the brand acknowledges what many travelers secretly felt: even if you liked open seating, the stress of finding the “right” seat could feel a little wild. The humor gives Southwest permission to explain the change without sounding defensive or overly corporate.
This year’s Super Bowl ads delivered a mixed bag. We saw creativity, cleverness, and moments that made us genuinely laugh or feel something. But there were also spots that felt safe or simply forgettable. If we were grading the batch, we’d give this year’s ads a solid B.
The takeaway: The commercials that captured attention, and stayed in our minds, were the ones that told a story and leaned into the brand.