Digital Agency Blog
The Buzz Before the Kickoff: Top Anticipated Super Bowl Ads of 2026
Before the ball is even snapped at Super Bowl LX, the ad world is already in full hype mode. Teasers are dropping, celebrity casts are leaking, and brands are staking their claim on what they hope will be the commercial everyone talks about Monday morning.
This year’s most anticipated Super Bowl ads aren’t just about big budgets or big names — they’re about cultural timing, creative risk, and how well a brand can turn 30 seconds of airtime into weeks (or years) of relevance. From emotional storytelling and nostalgia plays to absurdist humor and star-powered spectacle, these are the commercials marketers, agencies, and viewers alike have circled on their watch lists heading into game day.
Budweiser is back with a heartfelt, cinematic spot featuring a Bald Eagle and a Clydesdale horse, celebrating the brand’s 150th anniversary and “Made in America” identity. This entry continues Budweiser’s legacy of emotional storytelling.
Instacart returns to the Super Bowl with an energetic, retro-style ad starring Ben Stiller and Benson Boone in a disco-pop rivalry themed around bananas — directed with over-the-top flair that’s already generating buzz.
At 94, William Shatner stars in a playful, pun-filled commercial for Raisin Bran, embracing humor and his iconic persona, which has quickly become one of the most talked about spots heading into game day.
This trio reunites in a humorous commercial set at a wedding, with chaos unfolding around a rolling keg — combining star power with comedy in a way that’s already spilling into social chatter.
Hellmann’s returns with a musical twist featuring Andy Samberg and Elle Fanning in a sing-along commercial blending comedy and brand purpose in a fresh take.
Kendall Jenner is generating buzz with her first Super Bowl ad for Fanatics Sportsbook, leaning into playful social media moments tied to her public life and betting culture.
Guy Fieri is generating early hype by appearing in a transformed look for Bosch’s commercial. Fans are already reacting enthusiastically to initial teasers, calling it a highlight to watch for.
Key Trends We Expect to See in 2026 Super Bowl Ads
Each Super Bowl offers a snapshot of where advertising is headed — and 2026 is no exception. This year’s most anticipated commercials reveal how brands are responding to a media landscape defined by short attention spans, second screens, and cultural saturation.
While budgets and celebrity casts grab headlines, the real story lies in how brands are adapting their creative strategies to earn attention, spark conversation, and extend impact well beyond game day.
These are the trends shaping Super Bowl LX — and influencing modern marketing far beyond the broadcast.
Star Power Still Rules
Celebrity talent — from actors and musicians to athletes — continues to be central to the buzz. Spot bookings like Bud Light’s cast and Instacart’s duo show how brands are using familiar faces as storytelling anchors.
Humor + Heart
Brands are aiming to combine laugh-out-loud moments with emotional resonance — whether it’s a Clydesdale foal befriending an eagle or nostalgic musical humor.
Social Media Pre-Game Hype
Some of the most talked-about commercials (like Kendall Jenner’s or Guy Fieri’s) gained early traction before Sunday, illustrating how campaigns are living well beyond broadcast alone.
Breaking Expectations
From cereal brands with sci-fi puns to grocery tech’s retro music energy, advertisers continue to test boundaries of tone and format.
Why Some Super Bowl Ads Become Iconic (and Others Don’t)
From a digital marketing agency’s perspective, the difference between a legendary Super Bowl ad and a forgettable one usually comes down to four things:
Clarity Over Cleverness
If viewers don’t understand what the brand does within seconds, you’ve lost the moment.
Emotion Beats Information
The most effective Super Bowl ads make people laugh, cry, or feel something — then connect that emotion to the brand.
Cultural Timing
Great ads tap into what people are already talking about — not what brands wish they were talking about.
Beyond the Broadcast
The smartest brands design Super Bowl ads as the centerpiece of a larger, multi-channel campaign, not a one-and-done TV spot.
Super Bowl Ads Often Under-Sell the Product
Believe it or not… many top-ranked Super Bowl ads don’t show the product until late, barely mention features, and/or focus almost entirely on story or emotion.
This flies in the face of performance marketing instincts — but it works because the Super Bowl is about brand memory, not immediate conversion. In fact, some brands intentionally leave their logo off the first 10-15 seconds.
This is a deliberate strategy. Why?
- Viewers are less likely to mentally label it “an ad”
- Curiosity keeps attention locked
- The brand reveal lands harder emotionally
It’s risky… but when done right, it’s incredibly effective.
What the Super Bowl Teaches Us About Modern Marketing
Each year, the Super Bowl offers a real-time case study in modern marketing — where attention is scarce, expectations are high, and creative decisions carry real risk. The ads that rise above the noise share a common thread: they understand the audience first, the platform second, and the brand always.
At FabCom, we bring that same level of strategic marketing to every engagement. Our team helps organizations translate insight into action — aligning messaging, creative, and digital execution to drive meaningful results. If you’re looking to elevate your marketing with intention and impact, we’re ready when you are.