Watch Super Bowl LX ads: 10 must‑see commercials

The outgo of a Super Bowl commercialized has officially entered jaw-dropping territory. For Super Bowl LX, immoderate 30-second advertisement slots person reportedly sold for arsenic overmuch arsenic $10 million. 

That fig marks a caller precocious for the Big Game. Even the mean terms this twelvemonth sits person to $8 million. As a result, Super Bowl airtime has go 1 of the astir invaluable buys successful advertising, particularly for brands chasing monolithic unrecorded audiences.

Back successful 1967, erstwhile the archetypal Super Bowl aired, commercialized placements were humble and casual to overlook. Since then, the Super Bowl has grown into a taste lawsuit wherever advertisers vie for attraction and relevance. Today, commercials are nary longer treated arsenic interruptions. Instead, they are assignment viewing. With audiences expected to erstwhile again attack historical highs, brands are betting that the close originative infinitesimal tin warrant adjacent an eight-figure terms tag.

Based connected what brands are putting connected surface this year, that concern shows up successful antithetic ways. For example, Super Bowl LX ads span a wide scope of styles. Some thin into self-aware wit and personage chaos. Others absorption connected quieter, much affectional storytelling and wellness messages.

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Ben Affleck and the creation of Super Bowl self-parody

Dunkin' is erstwhile again leaning each the mode into self-aware absurdity, and Ben Affleck is intelligibly having a blast. In "Golden Cringe," Affleck returns for his 4th consecutive Super Bowl tally with Dunkin' Donuts, this clip pitching a VHS-era "gold mine" to 2 enigma figures named "Jen and Matt" — mounting disconnected a personage guessing crippled astir whether acquainted faces like Jennifer Lopez and Matt Damon mightiness return.

The teaser plays similar a chaotic brainstorm you were ne'er expected to see, and Affleck's long-running gag that his Dunkin' obsession predates fame, studios and bully ideas. Affleck adjacent riffs connected however different stores once "kicked him out," underscoring his obsession with the marque portion teasing that this could beryllium the "pinnacle of each our careers."

When 1 keg becomes the main character

Bud Light keeps it elemental and lets the infinitesimal spiral. In Keg, NFL legend Peyton Manning, comedian Shane Gillis and Grammy winner Post Malone basal unneurotic arsenic Manning casually holds a solid of Bud Light. Post Malone scans the country and asks the question everyone astatine a enactment yet asks: "Is determination capable for everyone?" Manning points disconnected into the region and replies, "Oh, close there," conscionable arsenic a feline hauling a keg wholly loses control. The keg breaks escaped and starts rolling down a canyon, sending each 3 tumbling aft it arsenic Whitney Houston’s I Will Always Love You swells dramatically successful the background. After the chaos settles, Manning stands up, places his Bud Light down and looks astir earlier delivering the understated line, "Heck of a wedding, huh?"

The ceremonial someway continues. Gillis turns to the bride and offers a polite, "Hey, it’s a large ceremony," past pivots to the camera and deadpans, "I springiness it a week." The advertisement lands by letting the opposition bash the work. Sentimental music, runaway kegs and brutally honorable wit collide, making Bud Light’s Super Bowl infinitesimal consciousness effortless, absurd and perfectly timed.

A sci-fi fable tackles fibre head-on

Kellogg's leans into nostalgia and cheeky wit with Will Shat, starring William Shatner arsenic Raisin Bran's improbable "bran ambassador." The spot opens successful abstraction arsenic an alert flashes that America is debased connected fiber. Shatner answers the telephone successful classical deadpan style, declaring that "duty calls" earlier announcing helium is present to bring fibre to the masses with Kellogg's Raisin Bran. The advertisement past becomes a fast-moving circuit of mundane life. Shatner pops up successful a sports barroom and a surviving room, calmly delivering bathroom-adjacent puns portion everyone astir him looks stunned.

He declares, "It's fibre time," past eyes a adjacent canine and asks, "Is that canine a shih tzu?" The gag lands again erstwhile the pup's collar reveals a "Will" canine tag. The chaos peaks astatine a shot tailgate, wherever Shatner climbs onto a car, mutters that helium is "too aged for this," and crashes down onto a array stacked with Raisin Bran boxes.

Football reimagined arsenic a diner menu

Uber Eats plays it consecutive in "Diner Menu," starring Parker Posey and Matthew McConaughey arsenic 2 radical calmly unraveling what they judge is an evident truth. Sitting together, Posey starts laying retired her case, rattling disconnected food-coded phrases similar "pancake blocks" and "hash marks," treating shot terminology similar paper items. McConaughey nods and admits helium could devour that "every greeting and doubly connected Sunday." Their decision feels inevitable. Football, according to them, is fundamentally a diner menu.

McConaughey takes the mentation a measurement further with a portion of shot trivia. Barry Sanders played for Detroit for 10 years. What colour was his jersey? Blue. Posey answers, "Blueberry," McConaughey responds by letting retired a shriek and casually popping a blueberry into his mouth. Parker past instantly admits, "That was a spot of a reach," with Matthew adding, "Football is wholly selling food."

A Super Bowl teaser built connected kindness and community

Rocket and Redfin instrumentality a softer attack to Super Bowl advertizing with a black-and-white teaser featuring Lady Gaga. The spot reimagines "Won't You Be My Neighbor?" – the iconic taxable from Mister Rogers' Neighborhood – mounting the code for a larger run focused connected home, belonging and community. Instead of spectacle, the teaser leans connected simplicity, emotion and a acquainted melody that instantly signals warmth. Gaga's understated show anchors the message. Known for championing individuality and kindness, she brings a quiescent sincerity to the opus that feels idiosyncratic alternatively than performative.

A deli singalong powered by mayo

Hellmann's turns lunchtime into a full-blown philharmonic in "Meal Diamond," starring Andy Samberg arsenic a parody crooner inspired by Neil Diamond. Set wrong a crowded deli, the advertisement kicks disconnected arsenic Samberg launches into "Sweet Sandwich Time," a mayo-fueled anthem that rapidly pulls everyone down the antagonistic and successful enactment into the performance. What starts arsenic a regular luncheon unreserved spirals into controlled chaos, with generous streams of Hellmann's mayonnaise getting squeezed onto each sandwich by Samberg arsenic helium says, "This is however I marque friends" and sings, "I'll squirt you portion I americium walking by."

Among the stunned customers is Elle Fanning, who plays the consecutive look to Samberg's improv-heavy energy. She looks connected and tells him, "You are incredible." Samberg fires backmost without missing a beat, "Incredibly lonely." If the extremity is to get viewers humming and craving other mayo connected their sandwiches, Meal Diamond hits each note.

Grocery preferences spell afloat Europop

Instacart's "Bananas" spot leans into over-the-top '80s Europop vigor with Ben Stiller and Benson Boone arsenic a retro disco-pop duo battling it retired connected a glittering stage. Directed by Spike Jonze, the 30-second commercialized highlights Instacart's caller "Preference Picker" instrumentality by turning market pickiness into show art. Stiller and Boone harmonize astir choosing bananas conscionable the mode you similar them, utilizing the app's feature. As the duet escalates, Boone shows disconnected with a melodramatic mid-song backflip, prompting Stiller's quality to effort and lucifer him.

That effort ends with Stiller crashing spectacularly into the drum kit connected stage, underscoring the absurd rivalry and keeping the vigor chaotic and fun. The spot closes with Ben falling disconnected the signifier and the tagline "Bananas conscionable however you like," a playful motion to the caller Preference Picker, which helps Instacart customers take banana ripeness and different market details with precision.

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A skis acquisition with Super Bowl stakes

Michelob ULTRA makes its Super Bowl debut with "The ULTRA Instructor," starring Kurt Russell and Lewis Pullman successful a spot that blends wintertime sports strength with laid-back brew humor. The 60-second commercialized casts Russell arsenic a legendary skis teacher grooming Pullman's quality to unlock a competitory edge, wherever bragging rights and rounds of ULTRA are connected the line. The grooming montage leans into Russell's coaching persona, implicit with a playful callback to his relation arsenic Herb Brooks in Miracle. As Pullman sharpens his skis and pushes done drills, Russell delivers the acquainted command, "Again," turning a affable skis league into a mock high-stakes competition.

The opposition betwixt elite-level information and low-pressure rewards keeps the code airy portion tapping into sports nostalgia. Directed by Joseph Kosinski, the spot besides features Olympic snowboarder Chloe Kim and NHL champion T.J. Oshie, reinforcing Michelob ULTRA's transportation to Team USA and the Winter Olympics. By merging Super Bowl spectacle with Olympic energy, Michelob ULTRA positions itself arsenic the brew for competition, camaraderie and winning moments connected and disconnected the slopes.

A wellness connection takes the Super Bowl stage

Ro makes its Super Bowl debut with "Healthier connected Ro," starring Serena Williams successful a uncommon healthcare-focused Big Game spot. This time, the direct-to-patient institution uses the infinitesimal to speech astir GLP-1 medications successful a broader way. Instead of framing them arsenic a speedy hole for value loss, the advertisement positions them arsenic a instrumentality for wide health.

In the commercial, Williams speaks candidly astir her ain acquisition utilizing GLP-1s done Ro. Over the past year, she says she has mislaid 34 pounds. As a result, she has eased accent connected her knees and stabilized her humor sugar. She besides points to improvements successful her cholesterin levels and wide bosom health.

More importantly, Williams focuses connected however the programme fits into her life. "I consciousness amended present than I person successful years," she says. The connection stays centered connected feeling stronger and much similar herself, alternatively than chasing a fig connected the scale. For Ro, the advertisement marks a large step. It brings healthcare and GLP-1 conversations into a abstraction usually dominated by snacks, brew and cars. Airing during Super Bowl LX, the spot reflects however wellness brands are progressively utilizing the Big Game to normalize treatment, trim stigma and scope a mainstream assemblage done idiosyncratic stories.

Pepsi flips the cola wars successful a polar-powered spot

Pepsi takes a playful jab astatine soda rivalries with "The Choice," a 30-second commercialized directed by Taika Waititi that brings the classical Pepsi Challenge to life. At the halfway of the advertisement is simply a cola-loving polar bear, a motion to the iconic mascot agelong associated with Coca-Cola, who sits down for a unsighted sensation trial betwixt Pepsi Zero Sugar and Coke Zero Sugar. When sensation unsocial determines the winner, helium amazingly picks Pepsi, exposing a improvement Pepsi refers to arsenic the "Pepsi Paradox," wherever radical similar Pepsi erstwhile marque labels and bias disappear.

Set to Queen's "I Want to Break Free," the bear's archetypal daze turns into a whimsical travel of self-discovery, implicit with a humorous therapist cameo by Waititi himself and a concert-style solemnisation that evokes a memorable kiss-cam moment, with the tagline, "You merit taste." The advertisement leans into Pepsi's decades-long cola rivalry by turning an age-old statement into a lighthearted communicative astir sensation and identity, challenging viewers to rethink which cola they'd take erstwhile each labels are removed.

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Kurt's cardinal takeaways

Super Bowl commercials person ever reflected the infinitesimal we are surviving in. In 2026, that infinitesimal feels louder, stranger, much affectional and acold much expensive. For example, immoderate brew ads thin into chaos and humor. Meanwhile, nutrient brands clasp full-on absurdity. At the aforesaid time, healthcare companies are stepping onto football's biggest stage. Still, the communal thread among them is ambition. At $10 cardinal per slot, brands are not conscionable buying airtime. Instead, they are buying a accidental to beryllium remembered. Some commercials volition onshore iconic moments. Others volition slice by halftime. In the end, 1 happening is clear. The Super Bowl is nary longer conscionable a crippled with ads. It is an advertizing lawsuit that happens to see football.

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With Super Bowl ads present costing $10 cardinal for 30 seconds, which commercials really consciousness worthy the price? Let america cognize by penning to america at Cyberguy.com.

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