2026 Super Bowl Ad Run Down

The Super Bowl is the annual benchmark for marketers, as we get to see the creative direction brands are taking for the year ahead. It sets a standard and this year did not disappoint… or maybe it did? Let’s get into our 2026 Super Bowl Ad Rundown and analyse some ads that stood out to us (while also giving them some awards we felt were fitting).

And yes, we are still feeling jet-lagged from staying up until 4 a.m. to witness the ads first-hand…

Square Space x Emma Stone | Relatable Award

For anyone who has ever tried to start a business and build a website, this ad is the realest thing ever. The ad follows Emma Stone as she tries to get the domain emmastone.com, but it has already been taken. She becomes angry and frustrated as many of us do when trying to find a business name.

This is great for brand awareness and speaks directly to consumers’ emotions. They also added urgency, asking people to “get your domain before you lose it”, the perfect recipe for engagement post-ad.

It doesn’t just end there. When you search emmastone.com, there is a video of her talking about the pain of not having the domain for 20 years and finally registering it with Squarespace, where viewers are then prompted to search for their own domain.

GENIUS! Watch Here

Coinbase Crypto | Confused.Com Award

You wait until the end of an ad like this expecting everything to make sense, it didn’t. I’m confused. You can tell they were trying to engage Gen Z using a more “unhinged” method.

Nonetheless, it was memorable and grabbed my attention. In hindsight, you can see they were trying to use the words of the song to suggest they were the best, with their caption on YouTube reading:

"Oh my god, we’re back againBrothers, sisters, everybody singAm I the original crypto exchange? (Yeahhh)Am I the only financial app you need? (Yeahhh) Am I so secure? (Yeahhh)Crypto is for Everybody — Coinbase."

However, that wasn’t clear enough initially. Watch Here

Novartis | Humour Award

Medical ads can be so boring, but this ad about getting checked for prostate cancer was hilarious. They played on the theme of famous tight ends being relaxed, the reason being that they had been screened for prostate cancer and knew they were in the clear.

Their line, “Relax your tight end,” is essentially one big pun and incredibly engaging. Not only does it remind people to get checked for diseases like this, but seeing so many well-known players involved also makes it feel less embarrassing.

Ads like this genuinely make a real difference in peoples lives. Watch Here

Ro.co and Serena Williams | Disappointment Award

Sorry Serena, but this ad disappointed us. Although weight-loss medication ads were common this year, athletes like Serena empower young women. To then become the face of a pill that many women take to adhere to unrealistic body standards just didn’t sit right.

This year, Dove, as usual, promoted female empowerment and being comfortable in who you are. Serena being the face of this ad didn’t feel aligned, especially given that she is a healthy athlete.

Watch Here

Budweiser | Brand Awareness Award

This made the list for one reason and one reason only. As soon as the ad came on with the horse, I shouted, “Budweiser!” Thirty seconds later, the branding appeared, and it was indeed a Budweiser ad.

They have created such a strong brand identity from previous Super Bowls that I immediately recognised it from the horse, the style, and the colour grading. This ad felt core to American culture and what their brand represents.

Watch Here

Amazon Alexa x Chris Hemsworth | Pain Point Award

AI is taking over the world, right? This ad shows a suspicious Chris Hemsworth talking about how Alexa could be trying to kill him. It’s funny and speaks directly to what people are thinking, will AI take over?

Meanwhile, Alexa is simply being helpful and efficient the entire time, eventually winning Chris over. So good.

Watch Here

Here Comes Our Two Favourite Ads...

Pepsi | Most Aggressive Award

Pepsi knocked it out of the park with this one, and I am still giggling about it. The ad follows a polar bear who takes part in a taste test to decide which drink he thinks is Coke, he chooses Pepsi. The bear then takes a moment to come to terms with this change and becomes a lover of Pepsi.

They also allude to the “Coldplay affair” scenario, where the bears are caught on the big screen holding a Pepsi and feel slightly embarrassed before proudly embracing their new favourite drink.

What makes this even more aggressive? Polar bears are Coca-Cola’s brand mascot. DAMN.

Although amusing, there is interesting discussion around how this could backfire for Pepsi, as they operate in a grey area of trademark association while simultaneously reminding viewers of Coca-Cola.

Watch Here

Fanatics SportsBook x Kendall Jenner | Most Tailored Award

This ad was genius and honestly one of our absolute favourites. They played off the perception that whoever Kendall Jenner dates becomes “cursed” and performs worse in their sport. The parody shows her literally betting on that happening in order to make money.

This proves that celebrity collaborations don’t have to feel forced, they can be perfectly selected and highly relevant.

Watch Here

Honourable Mentions

Really, we would be here all day because there were SO many other great ads this year.

Pokemon | Fun for fans and true to brand

YouTube TV | Brand awareness and a good giggle

Liquid Death | Unexpected and attention grabbing

Cadillac F1 Team | Exclusive and intense. BEAUTIFUL visuals.

In the age of social media, brands don’t just gain attention on game day, these ads circulate for weeks afterwards as people continue discussing them. The best brands create something people want to talk about long after the moment has passed.

Until next year!