Watch Super Bowl LX Ads: 10 Must-See Commercials

The cost of a Super Bowl commercial has officially entered staggering territory. For Super Bowl LX, some 30-second spots sold for up to $10 million.

That figure marks a new record for the Big Game. Even the average price this year is close to $8 million. As a result, Super Bowl airtime has become one of the most valuable purchases in advertising, especially for brands seeking massive live audiences.

In 1967, when the first Super Bowl aired, commercial placements were modest and easy to miss. Since then, the Super Bowl has become a cultural event where advertisers compete for attention and relevance. Today, commercials are no longer treated as interruptions. Instead, they are looking at quotes. With audiences expected to once again approach all-time highs, brands are betting that the right creative timing can justify even an eight-figure price tag.

Depending on what brands are putting on screen this year, that investment shows up in different ways. For example, Super Bowl LX ads cover a wide range of styles. Some lean toward self-aware humor and celebrity mayhem. Others focus on feel-good messages and calmer, more emotional narratives.

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SUPER BOWL SCAMS ADVANCE IN FEBRUARY AND ADVANCE IN YOUR DATA

Ben Affleck and the art of Super Bowl self-parody

Dunkin’ once again leans into self-aware absurdity, and Ben Affleck is clearly having a blast. In “Golden Cringe,” Affleck returns for his fourth straight Super Bowl run with Dunkin’ Donuts, this time tossing a VHS-era “goldmine” to two mysterious figures named “Jen and Matt,” sparking a celebrity guessing game about whether familiar faces like Jennifer Lopez and Matt Damon might return.

The teaser sounds like a chaotic brainstorm you were never supposed to see, and Affleck’s old joke that his Dunkin’ obsession predates fame, studies, and good ideas. Affleck even comments on how other stores once “kicked him out,” underscoring his obsession with the brand while teasing that this could be the “pinnacle of all of our careers.”

When a barrel becomes the main character.

Bud Light keeps it simple and lets the moment spin. At Keg, NFL legend Peyton Manning, comedian Shane Gillis and Grammy winner Post Malone stand together as Manning casually holds a glass of Bud Light. Post Malone scans the scene and asks the question everyone at a party eventually asks: “Is there enough for everyone?” Manning points into the distance and responds, “Oh, right there,” just as a guy dragging a barrel completely loses control. The barrel breaks free and begins to roll down a canyon, causing the three to fall after it as Whitney Houston’s I Will Always Love You swells dramatically in the background. After the chaos subsides, Manning stands up, puts down his Bud Light, and looks around before uttering the understated line: “What a wedding, huh?”

The ceremony somehow continues. Gillis turns to the bride and says politely, “Hey, it’s a big ceremony,” then turns to the camera and deadpans, “I’ll give it a week.” The ad lands letting the contrast do the work. Sentimental music, runaway kegs, and brutally honest humor collide, making Bud Light’s Super Bowl moment seem natural, absurd, and perfectly timed.

A Sci-Fi Legend Tackles Fiber Head-on

Kellogg’s leans into nostalgia and cheeky humor with Will Shat, starring William Shatner as Raisin Bran’s unlikely “bran ambassador.” The ad opens in space as an alert flashes that the United States is low on fiber. Shatner answers the call in classic deadpan style, declaring that “duty calls” before announcing that he’s here to bring fiber to the masses with Kellogg’s Raisin Bran. The ad then becomes a quick tour of everyday life. Shatner appears in a sports bar and a living room, calmly making puns next to the bathroom while everyone around him looks stunned.

He declares, “It’s fiber time,” then looks at a nearby dog ​​and asks, “Is that dog a shih tzu?” The joke comes up again when the puppy’s collar reveals an ID tag that says “Will.” The chaos reaches its peak at the tailgate of a football stadium, where Shatner climbs into a car, mutters that he’s “too old for this,” and crashes into a table full of boxes of Raisin Bran.

Soccer reinvented as a dinner menu

Uber Eats says it clearly in “Diner Menu,” starring Parker Posey and Matthew McConaughey as two people calmly unraveling what they believe is an obvious truth. Sitting together, Posey begins to make her case, reciting food-coded phrases like “pancake blocks” and “hash marks,” treating football terminology like menu items. McConaughey nods and admits he could eat that “every morning and twice on Sunday.” Its conclusion seems inevitable. Football, according to them, is basically a dinner menu.

McConaughey takes the theory one step further with some football trivia. Barry Sanders played for Detroit for 10 years. What color was his shirt? Blue. Posey responds, “Blueberry,” McConaughey responds by letting out a scream and casually popping a blueberry into his mouth. Parker then immediately admits, “That was a bit of a stretch,” and Matthew adds, “Football is totally selling food.”

A Super Bowl Preview Built on Kindness and Community

Rocket and Redfin take a softer approach to Super Bowl advertising with a black-and-white teaser featuring Lady Gaga. The ad reinvents “Will you be my neighbor?” – the iconic theme from Mister Rogers’ Neighborhood – setting the tone for a broader campaign focused on home, belonging and community. Instead of spectacle, the teaser relies on simplicity, emotion, and a familiar melody that immediately signals warmth. Gaga’s understated performance anchors the message. Known for championing individuality and kindness, she brings a quiet sincerity to the song that feels more personal than performative.

A delicatessen sung with mayonnaise

Hellmann’s turns lunchtime into a full-fledged musical in “Meal Diamond,” starring Andy Samberg as a Neil Diamond-inspired parody singer. Set inside a crowded deli, the spot begins as Samberg launches into “Sweet Sandwich Time,” a mayonnaise-fueled anthem that quickly draws everyone behind the counter and lining up to begin the performance. What begins as a routine lunch turns into controlled chaos, with generous squirts of Hellmann’s mayonnaise being squeezed onto each sandwich by Samberg as he says, “This is how I make friends” and sings, “I’ll squirt you as I pass.”

Among the stunned customers is Elle Fanning, who puts a straight face on Samberg’s improvisational energy. She looks at him and says, “You’re amazing.” Samberg responds without missing a beat: “Incredibly alone.” If the goal is to make viewers hum and crave more mayonnaise on their sandwiches, Meal Diamond hits every note.

Eating preferences go totally europop

Instacart’s “Bananas” ad leans into over-the-top ’80s Europop energy with Ben Stiller and Benson Boone as a retro disco-pop duo battling it out on a bright stage. Directed by Spike Jonze, the 30-second spot highlights Instacart’s new “Preference Picker” tool by turning fussy grocery shopping into performance art. Stiller and Boone harmonize on how to choose bananas just the way you like them, using the app’s feature. As the duet intensifies, Boone shows off with a dramatic backflip mid-song, prompting Stiller’s character to try to match him.

That attempt ends with Stiller spectacularly crashing into the drums onstage, underscoring the absurd rivalry and keeping the energy chaotic and fun. The ad closes with Ben falling off the stage and the tagline “Bananas any way you want,” a fun nod to the new Preference Selector, which helps Instacart customers choose banana ripeness and other supermarket details with precision.

BUDWEISER INTRODUCES NEW PATRIOTIC SUPER BOWL AD HONORING ‘DEEP AMERICAN HERITAGE’

A ski lesson with the Super Bowl at stake

Michelob ULTRA makes its Super Bowl debut with “The ULTRA Instructor,” starring Kurt Russell and Lewis Pullman in an ad that combines the intensity of winter sports with the laid-back humor of beer. The 60-second spot features Russell as a legendary ski instructor who trains Pullman’s character to unlock a competitive advantage, where bragging rights and ULTRA rounds are at stake. The training montage leans into Russell’s trainer persona, complete with a fun reference to his role as Herb Brooks in Miracle. As Pullman sharpens his skis and goes through exercises, Russell gives the familiar command “Again,” turning a friendly ski session into a high-stakes mock competition.

The contrast between elite motivation and low-pressure rewards keeps the tone light while tapping into sports nostalgia. Directed by Joseph Kosinski, the ad also features Olympic snowboarder Chloe Kim and NHL champion TJ Oshie, reinforcing Michelob ULTRA’s connection to Team USA and the Winter Olympics. By fusing the spectacle of the Super Bowl with Olympic energy, Michelob ULTRA positions itself as the beer for competition, camaraderie and winning moments on and off the slopes.

A health message takes the Super Bowl stage

Ro makes its Super Bowl debut with “Healthier on Ro,” starring Serena Williams in a rare Big Game ad focused on health care. This time, the direct-to-patient company is taking the moment to talk about GLP-1 drugs more broadly. Instead of presenting them as a quick fix for weight loss, the ad presents them as a tool for overall health.

In the commercial, Williams speaks candidly about his own experience using GLP-1 through Ro. Over the past year, he says he lost 34 pounds. As a result, it relieved the strain on his knees and stabilized his blood sugar level. It also notes improvements in your cholesterol levels and overall heart health.

More importantly, Williams focuses on how the show fits into his life. “I feel better now than I have in years,” he says. The message focuses on feeling stronger and more like herself, rather than chasing a number on the scale. For Ro, the announcement marks an important step. It brings conversations about healthcare and LPG-1 into a space usually dominated by snacks, beer and cars. The ad, which will air during Super Bowl LX, reflects how wellness brands are increasingly using the Big Game to normalize treatment, reduce stigma and reach a mainstream audience through personal stories.

Pepsi turns cola war on its head in polar energy ad

Pepsi attacks in a d iverted soda rivalries with “The Choice,” a 30-second commercial directed by Taika Waititi that brings the classic Pepsi Challenge to life. At the center of the ad is a cola-loving polar bear, a nod to the iconic mascot long associated with Coca-Cola, who sits down for a blind taste test between Pepsi Zero Sugar and Coke Zero Sugar. When taste alone determines the winner, he surprisingly chooses Pepsi, exposing a phenomenon Pepsi refers to as the “Pepsi Paradox”, where people prefer Pepsi once brand labels and prejudices disappear.

Set to Queen’s “I Want to Break Free,” the bear’s initial shock turns into a whimsical journey of self-discovery, complete with a humorous therapist cameo by Waititi himself and a concert-style celebration that evokes a memorable on-camera kissing moment, with the tagline “You deserve flavor.” The ad builds on Pepsi’s decades-long rivalry with colas by turning an old debate into a light-hearted story about taste and identity, challenging viewers to rethink which cola they would choose when all labels are removed.

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Kurt’s Key Takeaways

Super Bowl commercials have always reflected the moment we live in. In 2026, that moment feels louder, stranger, more emotional, and much more expensive. For example, some beer ads lean toward chaos and humor. Meanwhile, food brands embrace total absurdity. At the same time, healthcare companies are reaching out to football’s big names. stage t. Still, the common thread between them is ambition. At $10 million per slot, brands aren’t just buying airtime. Rather, they are buying the opportunity to be remembered. Some commercials will create iconic moments. Others will fade at halftime. In the end one thing is clear. The Super Bowl is no longer just a game with commercials. It is a publicity event that includes football.

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Now that Super Bowl ads cost $10 million for 30 seconds, which commercials are really worth the price? Let us know by writing to us at Cyberguy.com.

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