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The Super Bowl isn’t just the biggest game of the year — it’s also the most-watched advertising stage in America, drawing more than 100 million viewers annually.
Brands spend millions to secure their spots, knowing that a memorable ad can dominate watercooler talk for weeks. In many ways, commercials have become as much of a draw as the game itself, with fans eagerly anticipating which celebrity, stunt or clever twist will stand out.
Why Super Bowl ads are the main event
This year, the excitement extends beyond the screen. Super Bowl LX, set for Sunday, Feb. 8, 2026, at Levi’s Stadium in Santa Clara, California, will kick off at 6:30 p.m. Eastern Time (3:30 p.m. Pacific) and feature the New England Patriots and Seattle Seahawks in a rematch of Super Bowl XLIX.
While viewers tune in for big plays and halftime surprises, the growth of legal sports betting has added a new layer of engagement. Americans are expected to wager record sums on the game this year, and sportsbooks are offering innovative ways to interact with the outcome — whether through traditional bets, player props, or odds tied to the commercials themselves. This evolving market shows that for many fans, the thrill of the Super Bowl extends far beyond the field, blending sports, culture and advertising into one high-stakes spectacle.
With the big night only a few days away, many brands are already leaking teasers of their ads. Some have already sparked a buzz. Here’s an overview of seven Super Bowl commercials everyone will be talking about in 2026:
1. Bud Light – Rollin’ into SBLX
Bud Light’s commercial will be memorable for two main reasons: celebrity appearances and humor. It features Grammy winner Post Malone, NFL legend Peyton Manning and comedian Shane Gillis. In the first teaser, the trio rides in a car — alongside a driver and a keg of Bud Light — on their way to a wedding. Things get humorous when the driver chats with Manning about the keg, while Gillis reminds Malone that he has to make a speech, sending him into a brief panic. All four also sing along to “Rollin’” by Limp Bizkit.
2. Budweiser – Stable
Budweiser’s commercial, dubbed “Stable,” is already winning hearts for its charm. The first teaser features five horses with matching bangs watching with amusement as a flipped-over bucket moves on its own. A second teaser shows a foal learning to walk and gallop. Another scene shows a foal befriending an eaglet, with the pair growing up together, delighting viewers with its tender moments.
3. Nerds – Get your taste buds ready
Nerds released a brief clip of its upcoming ad that has left fans eager for more. It features Bravo icon Andy Cohen lounging at a pool party full of nerds. He receives a call from his “taste bud” with some apparently “juicy” news, causing him to pause mid-blow on a donut floatie. That’s all the brand is revealing for now, and viewers will have to wait for the big night to see what the juicy news is all about.
4. Pepsi Zero Sugar – taste test
Pepsi is using its Super Bowl slot to promote Pepsi Zero Sugar with an ad directed by Academy Award–winning filmmaker Taika Waititi. It features a massive polar bear taking a blindfolded taste test of two Zero Sugar beverages. Pepsi’s tagline for the spot is: “You’d be surprised.”
“The choice uses a simple truth—when labels disappear, people choose Pepsi Zero Sugar,” said Gustavo Reyna, vice president of marketing. “Our Super Bowl LX strategy is to spotlight Pepsi’s proven taste advantage and bring it to culture in a bold, challenger-driven way that provokes America to rethink their cola choice.”
5. Uber Eats – interrogation
Uber Eats’ Super Bowl commercial is creating buzz with its star-studded cast, featuring Oscar winner Matthew McConaughey alongside Emmy-nominated actor Parker Posey and Oscar-nominated actor and director Bradley Cooper. McConaughey and Posey team up to crack a humorous conspiracy: that the San Francisco 49ers mascot, Sourdough Sam, is part of a food-selling plot. McConaughey warns him he “best come clean” as Uber Eats asks viewers whether they’re “hungry for the truth.”
6. Ritz Crackers – shell phone
Ritz Crackers is leaning into humor this season. Its commercial features Bowen Yang relaxing on a tropical beach when his shell phone suddenly rings. A friend announces they’re coming over, and Yang coolly lays down the rules before hanging up and showing excitement in his own quirky way.
“For more than 90 years, the RITZ Brand has brought connection to family tables,” said Steven Saenen, category president of savory snacking at Mondelēz. “While we’re immensely proud of this legacy, we’re equally committed to delivering cultural impact and relevance for this iconic brand. Returning to the world’s biggest advertising stage allows us to make a bold statement in this moment.”
7. State Farm – halfway promo
State Farm created a fictional insurance company called Halfway There Insurance for its ad. The commercial features actors Danny McBride and Keegan‑Michael Key as inept insurance agents who awkwardly stumble through their lines and make ridiculous promises to potential clients. At one point McBride even warns his clients to “lower your expectations.”
