Super Bowl LX is this tonight and brands are gearing up for advertising’s biggest night. The New England Patriots will take on the Seattle Seahawks in an East Coast vs. West Coast battle at Levi’s Stadium in Santa Clara, home of the San Francisco 49ers.
Charlie Puth, Brandie Carlile and Green Day will open up the event. Apple Music is sponsoring the half time show, which will feature Bad Bunny. Brands have been activating around the Bay Area all week. Our Super Bowl Experiential Tracker explains more.
Here is what brands have planned for the broadcast.
Poppi
Charli xcx and Rachel Sennott star in poppi’s Super Bowl spot.
“poppi has always been about moving at the speed of culture, not waiting for permission,” said Kristina MacIntosh, senior vice president of marketing at poppi, in a statement. “Charli xcx, Rachel Sennott, and Aiden Zamiri are all people who create culture — they don’t chase it. Partnering with them for the Super Bowl felt like the most natural extension of who we are as a brand: confident, a little unexpected, and tapped into what’s actually happening right now. That’s where the magic is for us.”
DoorDash
Rapper 50 Cent addresses beef in DoorDash’s game day spot.
Anthropic
Anthropic and Claude took on ChatGPT and the other AI tools in an ad that shows the risks of ads coming to AI.
Rocket Mortgage and Redfin
Rocket and sister site Redfin have teamed up on a Super Bowl featuring Lady Gaga singing the theme song to Mr. Rogers’ “Won’t You Be My Neighbor?”
Homes.com
Homes.com is returning to the Super Bowl for the third year in a row.
Wells Fargo
Wells Fargo is returning to the Super Bowl with a campaign starring SNL comedian Marcello Hernandez created in partnership with BBDO New York and directed by Jess Coulter of O Positive.
Blue Square Alliance
Robert Kraft’s Blue Square Alliance is returning to the Super Bowl with a spot that stands up against antisemitism.
Dave’s Hot Chicken
Dave’s Hot Chicken is running its first-ever Super Bowl spot in the New York and Los Angeles regions.
Telemundo and Peacock
Telemundo and Peacock wil run a Super Bowl spot highlighting the road to the FIFA World Cup 26 taking.
Google is running a :60 spot in the game that shows off Gemini can help in big and small ways, as well as a pre-game ad for YouTube TV starring Jason & Kylie Kelce, Gordon Ramsay, Christian McCaffrey, David Blaine and Sarah Hughes (Olympic gold medalist).
Alexa
Amazon’s Alexa is returning to the game with a :60 spot promoting the company’s AI assistant. The ad stars Chris Hemsworth and his wife Elsa Pataky.
“There’s a lot of conversation happening around AI right now. We wanted to acknowledge that dialogue in a fun, self-aware way,” said Jo Shoesmith, vice president, global CCO, brand & fixed marketing at Amazon. “By casting Chris Hemsworth, the last guy on the planet you’d expect to be scared of anything, we were able to lean into the conversation and put people at ease through humor. So, while Super Bowl viewers are being entertained by action-packed scenarios like a garage door guillotine, they’re also seeing how genuinely helpful Alexa+ can be every single day.”
Bosch
Following its first Big Game debut in 2025, Bosch is returning to the Super Bowl in 2026 with an ad in the second quarter.
“Returning to the Big Game is a powerful and exciting milestone for Bosch,” said Boris Dolkhani, Bosch chief marketing officer, in a statement shared with Brand Innovators. “Last year’s debut sparked immediate momentum, and we’ve seen that energy translate into stronger retail demand and brand awareness. This year, we’re building on that success with work that pushes creative boundaries even further – bringing in a fresh face and dialing up the humor to deliver a new chapter of #LikeABosch that viewers won’t forget.”
Squarespace
Squarespace is returning to the Super Bowl for the 12th time in a row.
The :30s spot will air between the first and second quarters. This year the brand has tapped Academy Award nominated director Yorgos Lanthimos and actress Academy Award-winner Emma Stone in her first-ever Super Bowl ad.
Lay’s
PepsiCo’s Lay’s brand is returning to the game with two ads this year. The creative focuses on the farming source of its snack products. This follow’s last year’s ad “The Little Farmer,” which also focused on the farm-grown potatoes.
Jeep
Stellantis’ Jeep brand is running a Super Bowl ad starring the novelty toy Big Mouth Billy Bass to promote its 2026 Jeep Cherokee. In the spot, Billy asks a kid to “take me to the river” and adventure ensues. Jeep is also releasing a limited-edition Big Mouth Billy Bass, complete with Jeep branding for select fans.
Universal Orlando Resort
Universal Orlando Resort is running a :60 spot just ahead of the halftime.
Anthropic
Anthropic is running a :30 Super Bowl ad for Claude.
Nerds
Nerds is returning to the Super Bowl for the third year in a row with a new spot starring Andy Cohen. The :30 “Taste Buds” ad, which will air during the 2nd quarter, follows Gummy’s red carpet debut with Andy Cohen as its “Taste Bud.” The ad is aimed at promoting the new NERDS product – which is double the size of other Nerds Gummy Clusters.
Artlist
Artlist has created a Super Bowl ad that uses its own AI video platform to create the spot. Artlist’s in-house team conceived, produced and made the ad using these AI tools in less than five days. The spot parodies some of the other ads in the game, including: Fanatics, Bud Light, Budweiser, Instacart and Pepsi.
Samsara
Software company Samsara is running its first-ever Super Bowl LX ad featuring Jesse Love, the defending 2025 NASCAR O’Reilly Auto Parts Series Champion.
“Jesse is a powerful representative for Samsara in that he operates in an environment where feedback can’t be delayed and decisions can’t wait,” saidMeagen Eisenberg, chief marketing officer at Samsara. “That’s the same reality our customers face every day, and it’s exactly why we’re building technology that delivers coaching and context in real time, not after the fact.”
Sazerac’s Traveller Whiskey
Sazerac’s Traveller Whiskey will air its first-ever Super Bowl ad, a :30 national spot running shortly before kickoff on NBC and Telemundo. The ad stars country music star Chris Stapleton, who co-created the brand alongside Buffalo Trace master distiller Harlen Wheatley.
Turbo Tax
Intuit’s TurboTax is returning to the Super Bowl streak for the 13th year in a row with a new campaign starring two-time Academy Award winner Adrien Brody. The :45 ad will air just before halftime, following a :30 teaser in the pre-game and a :15 teaser ahead of kickoff.
The idea behind that spot is that taxes can make people pull their hair out, cry and scream – a great dramatic role for an actor. However, Brody finds that TurboTax makes doing taxes too easy, leaving out the need for drama.
Rippling
Software company Rippling will be at the big game for the first-ever with a new ad starring comedian Tim Robinson as a diabolical mastermind whose grand plans are disrupted by using outdated, fragmented business software.
The Rule Your Business spot will air in select linear TV markets – including San Francisco, Atlanta, San Diego, Minneapolis – during the Super Bowl and the Olympics on Peacock, with national distribution across CTV, digital, and paid social as part of the broader campaign rollout.
Uber Eats
Uber Eats is returning to the Super Bowl for the sixth consecutive year with a new ad campaign made in conjunction with agency partner Special US. Matthew McConaughey and Bradley Cooper return to the campaign based on the conspiracy that football was invented to sell food. The ad also features Parker Posey.
RITZ
RITZ will return to the Super Bowl next year, with a :30 spot airing during the third quarter starring Jon Hamm, Bowen Yang and Scarlett Johanssen. This will mark the third consecutive year that a Mondelēz International snack brand will show up during the big game.
Created with The Martin Agency, the brand’s new spot will be directed by Dan Opsal, and produced by Hungry Man and Publicis Production.
“For over 90 years, the RITZ Brand has brought connection to family tables,” said Steven Saenen, category president, savory snacking at Mondelēz, in a statement. “Although we’re immensely proud of this legacy, we’re equally committed to delivering on cultural impact and relevancy for this iconic brand. Returning to the world’s biggest advertising stage allows us to make a bold statement in this moment.”
Spruce
Procter & Gamble’s pet-friendly weed killer Spruce is returning to the Super Bowl with an ad starring ESPN’s Kirk Herbstreit and his dog Peter. The spot is an update on last year’s debut, which famously solved the mystery of “Who Let The Dogs Out?”
Dunkin’
Dunkin’ is returning to the game with a new spot starring Ben Affleck, Jennifer Aniston, Matt LeBlanc and Jason Alexander.
Manscaped
Manscaped is coming to the Super Bowl for its first year ever with a :30 spot created with agency Quality Meats. The company is using the big game launch its new brand platform, Mancare Your Everywhere.
“Since that beginning, we have wanted to serve men in all grooming needs. This is a moment in our history where we are ready to tell the world, ‘Hey, it’s way more than just grooming,’” Marcelo Kertesz, chief marketing officer at Manscaped, told Brand Innovators. “It is a very strong inflection point for Manscaped as a brand. The Super Bowl allows us to fast track that idea at a massive scale.”
eos Products
Skincare brand eos is running its first second Super Bowl ad. The spot will feature comedian and Is it Cake? host Mikey Day.
e.l.f. Cosmetics
e.l.f. Cosmetics will be back at the Super Bowl with a telenovela-inspired campaign celebrating positivity, inclusivity and accessibility. The spot stars Melissa McCarthy, Nicholas Gonzalez and Itatí Cantoral.
Liquid I.V.
Liquid I.V. is headed to the Super Bowl for the first time ever. KPop Demon Hunter singer EJAE dropped a :15 teaser on her Instagram account for the ad.
“We felt like the partnership with EJAE was a really important tie to culture,” Stacey Andrade-Wells, chief marketing officer at Liquid I.V. told Brand Innovators. “Liquid I.V. has always had very strong ties in the entertainment industry. Music has always been very core to the brand. What EJAE was able to do with K-Pop Demon Hunters in the fall was absolutely taking over the cultural zeitgeist.”
T-Mobile
T-Mobile is returning to the Super Bowl for the 13th consecutive year with a new ad starring the Backstreet Boys and Druski created in partnership with Panay Films.
Volkswagen
Volkswagen is bringing back one of its iconic brand campaigns: “Drivers wanted” for the Super Bowl in a new spot called “The Great Invitation.” The campaign is a 90s nostalgia play that invites a new generation to embrace individuality, curiosity, and saying yes when opportunity comes knocking.
“We’re seeing this campaign as a more of a modern, reinvented invitation to really celebrate the individuality of what Volkswagen drivers are – those who are anxious to stand out, they’ve got curiosity, they’ve got the joy to really choose how to move through life,” said Rachael Zaluzec, chief marketing officer of Volkswagen of America, during a press preview of the ad.
“The campaign really reflects our super human centric approach to design, to performance, but also very much to culture where Volkswagen has always really wanted to be in lockstep with what’s going on currently in pop culture and the scene,” she added.
Comcast Xfinity
Comcast Xfinity will make its national Super Bowl debut this year with a spot that reboots Jurassic Park directed by Taika Waititi. The spot, which was created with Goody, Silverstein & Partners Goodby Silverstein & Partners imagines if Jurassic Park had been powered by XFinity.
Raisin Bran
Kellogg’s Raisin Bran has tapped Star Trek legend William Shatner for a humorous spot that plays up the importance of fiber.
United Airlines
United Airlines is running a regional spot during the game that highlights how Starlink improves the Wi-Fi experience in flight. The ad will air in local markets including Cincinnati, Cleveland, Colorado Springs, Denver, Houston, Indianapolis and Kansas City – cities where United’s Starlink-equipped regional aircraft fly.
“We are focused on what we call ‘travel truths’ in our advertising, so with this spot we wanted to recognize the truly giant leap Starlink Wi-Fi represents for our customers and what is now possible,” said Maggie Schmerin, chief advertising officer at United, in a statement shared with Brand Innovators. “Starlink is transforming the inflight experience on United planes with reliable connectivity that enables everything from productivity to streaming the biggest football game of the season.”
Wix.com
Wix.com is returning to the Super Bowl with a new ad that spotlights the brand’s new flagship platform Wix Harmony. It will run during the first half of the game. The company, which makes DIY website building tools, had run ads for five consecutive years – from 2015-2019 – before sitting out the last six.
“For the past few years, we were very happy with our marketing activity and the blend between performance acquisition and blend marketing. That was perfect for us at the time,” said Eyal Sebbag, head of brand marketing at Wix.com. “But it so happens that throughout the past few years, a lot of interesting things are happening in the company and in the tech landscape at large. And right now with the release of our newest website editor product Wix Harmony, we believe that this is the perfect point in time to have that stage that has so many eyes.”
Starbucks
Starbucks is dropping a new campaign with ‘The Coffee Run’ ad during the opening ceremonies of the Olympic Winter Games Milano Cortina 2026 on Feb. 6, with additional placements before and after the Super Bowl.
Oakley Meta
Meta is returning to the Super Bowl with two new spots promoting Oakley Meta AI glasses designed for athletes. Spike Lee, Marshawn Lynch, iShowSpeed, PGA Tour breakout star Akshay Bhatia, as well as Olympians Sky Brown, Kate Courtney and Sunny Choi star in the spots for the “Athletic Intelligence Is Here” campaign.
Tree Hut
Naterra International’s brand Tree Hut is launching its first-ever Super Bowl ad with a spot starring the brand’s influencer partners. “There’s no bigger stage to accelerate brand awareness at scale,” Luis Garcia, chief marketing officer at Naterra told Brand Innovators. “And that’s why we’re choosing to do this Super Bowl.”
Grubhub
Grubhub is heading to the Super Bowl for the first time ever to promote the fact that they have permanently dropped delivery fees on orders over $50. The ad, directed by Yorgos Lathimos, stars George Clooney at a dinner party where he says that Grubhub will eat the fees.
“We literally founded and disrupted this category,” Grubhub’s vice president of brand Marnie Kain told Brand Innovators. “And now once again, we are disrupting. We’re turning the category on its head, all in service of the consumer.”
State Farm
State Farm is officially returning to the Super Bowl with a new spot focused on the message that having insurance isn’t the same as having State Farm. The ad will feature actors Danny McBride and Keegan-Michael Key who run the fictional “Halfway There Insurance.” The brand teased the campaign during the NFC and AFC Championship games, as well as on social and through OOH.
“As one of the most recognizable non-endemic sports brand, we can step into cultural conversations with a wider lens – to tell stories creatively that resonate beyond the game,” said Kristyn Cook, executive vice president and chief agency, sales & marketing officer at State Farm, in a statement shared with Brand Innovators. “Our spot, ‘Stop Livin on a Prayer’ does just that. It’s fun, it’s familiar, and it’s unmistakably State Farm. It gets people to ask an important question, ‘Do I really have the coverage I need?’ and reminds them State Farm is there to help with local agents and a digital experience to make things easy.”
Skechers
Skechers is returning to the Super Bowl for the 13th time with a new spot starring Sofia Vergara promoting its new Hands Free Slip-ins.
Amazon Ring
Amazon’s Ring is making its Super Bowl debut with an emotional new ad promoting Search Party for Dogs – a new AI-powered feature that turns a missing dog post in the Ring app into a community search effort. The :30 ad stars Ring founder and chief inventor Jamie Siminoff and his dog Biscuit.
Michelob ULTRA, Budweiser and Bud Light
As the Official Beer Sponsor of the NFL for over 20 years, Anheuser-Busch will be back at the Super Bowl this year. Michelob ULTRA, Budweiser and Bud Light are running ads during the broadcast. Budweiser is returning to the game with a spot that honors its legacy in American culture to mark the brand’s 150th anniversary and America’s 250th anniversary created with BBDO. This marks the Clydesdales’ 48th Super Bowl appearance. Bud Light’s spot will reunite Post Malone, Shane Gillis and Peyton Manning.
In addition to buying a Super Bowl ad, the beer company will be activating in San Francisco on Friday February 6 ahead of the game with a concert.
Dove
Dove is returning to the Super Bowl for the third year in a row with a new :30 spot that will run during the second quarter. The Unilever brand’s ad will focus on the brand’s mission to empower girls in sports with confidence.
“Sports have the power to build confidence, resilience and joy, yet body pressures continue to push too many girls out of the sports they love,” said Marcela Melero, chief growth officer, Dove Personal Care & Masterbrand in North America, in a statement shared with Brand Innovators. “That’s why we’re returning to football’s biggest night to lift up their body confidence and shout: You’re amazing. You’re strong. You belong.”
GrubHub
Grubhub will be at the game for the first time ever this year in a spot directed by Yorgos Lanthimos.
Pepsi Zero Sugar
Pepsi is returning to the Super Bowl with a new ad that promotes its Zero Sugar product created with BBDO. In “The Choice” spot, directed by Academy Award–winning filmmaker Taika Waititi, a polar bear chooses Pepsi in a blindfolded taste test.
“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,” said Gustavo Reyna, vice president of marketing at Pepsi. “The Choice uses a simple truth – when labels disappear, people choose Pepsi Zero Sugar.”
Toyota
After skipping last year, Toyota is returning to the big game with a new spot called “Superhero Belt” – an emotional story about a grandfather and grandson. The spot, created by Saatchi & Saatchi and directed by Rodrigo Saavedra at Pulse Films, shows the family memories shared beginning in a first generation RAV4 and comes full circle 30 years later in the 2026 RAV4.
“At Toyota, we believe the most meaningful journeys aren’t defined by where you’re going, but by who is beside you along the way,” said Dedra DeLilli, vice president of marketing communications at Toyota Motor North America, in a statement. “‘Superhero Belt’ captures how vehicles can become part of the moments and relationships that shape us, connecting generations through everyday experiences.”
Oikos
Danone’s yogurt brand Oikos is returning to the Super Bowl with a new :30 spot, created with BBDO, called “The Big Hill” starring Emmy-nominated actress Kathryn Hahn and pro football star Derrick Henry on a cable car tour in San Francisco.
“When our consumers eat protein and they get strong, we believe that they feel unstoppable,” said Victoria Badiola, senior vice president at Oikos Danone U.S. “The iconic hills of that city literally bring to life the idea of an uphill battle. The idea is that no moment is too heavy when you feel strong.”
Base44
Base44, an AI-powered no-code platform that enables users to create websites and apps by describing them in natural language, is running its first-ever Super Bowl ad. The company was recently acquired by Wix, who is also advertising during the game.
“The pace of growth at Base44 over the past year has been extraordinary, and appearing during the Big Game is a marker of that momentum,” said Shay Korin, vice president of marketing of Base44, in a statement shared with Brand Innovators. “In less than a year, Base44 has gone from an idea to powering millions of people building apps worldwide. That pace reflects how fast creation is changing, and what’s possible when you remove the barriers to building.”
Hims & Hers
Hims & Hers is taking on the wealth health gap in the U.S. with a new ad promising to bring the middle class the same science and technology in healthcare afforded to the 1%. The spot features a voiceover from rapper/actor Common.
The NFL
The NFL’s cause spot this year is inspired by Mr. Rogers. Created by 72andSunny, the ad features Michael Strahan, Cam Heyward and Christian McCaffrey alongside children from Harlem Children’s Zone, the Boys & Girls Clubs of America, and SMASH, singing along to the iconic song “You Are Special.” All three organizations are Inspire Change grant partners supported by the NFL.
“You Are Special’ is a powerful expression of what Inspire Change embodies – it’s a reminder to every young person that they matter,” said Sarah Bishop, vice president of global brand and consumer marketing at the NFL, in a statement shared with Brand Innovators. “By leveraging the influence of our players to spotlight our incredible Inspire Change partner organizations—and the barriers those partners work tirelessly to break down—this creative builds toward a Super Bowl moment that celebrates community and opportunity for all.”
Ro
Tennis icon Serena Williams stars in a new ad from Ro, a company making a GLP-1 drug.
Instacart
Instacart is returning to the Super Bowl for the second year in a row with a new spot created with Instacart’s internal creative agency Local Produce, BBDO and McCann. Ben Stiller and Benson Boone star in the :30 spot, which was directed by Spike Jonze.
“After the tremendous response to our first-ever Super Bowl campaign in 2025, returning in 2026 was a logical decision for the business. Last year’s campaign, ‘We’re Here’ broke through in culture and delivered real results, driving growth in orders, new customers, and engagement across the board for Instacart and our CPG partners,” said Instacart’s chief marketing officer Laura Jones, in a statement. “We’re thrilled to build on that momentum and bring Instacart back to the Big Game for a second year, finding a fresh way to delight fans and continue accelerating our growth.”
Ramp
Ramp is running a :30 pre-game ad is directed by Randall Einhorn (The Office). This is Ramp’s second Super Bowl spot after debuting last year.
Hellmann’s
Hellmann’s Mayonnaise is returning to the Super Bowl for its sixth consecutive season with a new :30 spot starring Andy Samberg as “Meal Diamond,” who sings about the joys of mayo to the tune of Neil Diamond’s “Sweet Caroline.” This year’s creative is led by VML.
“Over the past six years, we’ve worked to build a meaningful presence within football culture, and returning to the Big Game reflects our commitment to celebrating fans of all kinds over a common love for game day dishes,” said Jessica Grigoriou, SVP Marketing, Condiments at Unilever North America. “This year’s ad is all about delivering the kind of unexpected fun people love from Hellmann’s. We’ve re-imagined a mealtime moment and turned it into something unforgettable. It’s a fresh reminder that great taste can enhance the enjoyment of any moment and has the power to bring people together.”
NERDS
Ferrara’s NERDS brand is returning to the Super Bowl next year for the third year in a row. The brand launched at the big game in 2024 with a spot featuring Addison Rae. Last year, the company returned with Shaboozey.
“In 2026, Nerds is coming back bigger and bolder, and our whole team is ready to deliver unforgettable moments our fans crave and introduce millions more to the ultimate game day treat,” said Greg Guidotti, chief marketing officer of Ferrara, in a statement shared with Brand Innovators. “What we have planned for 2026 is next level … and something everyone’s taste buds will be craving!”
Levi’s
After more than two decades, Levi Strauss & Co. is returning to the big game. The game will take place at Levi’s Stadium, making it a natural fit for the brand. The brand will also be activating around its hometown San Francisco during the week before the game.
“Few brands can authentically play across so many facets of culture, including sports, in the way Levi’s consistently does,” said Kenny Mitchell, chief marketing officer at Levi’s, in a statement. “As a brand that continues to live at the center of culture, we’re honored to hold the naming rights to Levi’s Stadium — a global stage on our ‘home turf’ that connects generations of fans through the unifying and positive power of sport, music and creativity.”
Fanatics Sportsbook
Betting app Fanatics Sportsbook has tapped Kendall Jenner for her first-ever big game spot called “Bet on Kendall.” The campaign is the first production from the recently launched Fanatics Studios, the groundbreaking joint venture between Fanatics and OBB Media. The spot will air during halftime.
eos
Skincare brand eos is running its second Super Bowl ad. The spot will feature comedian and Is It Cake? host Mikey Day, who is known for making hyperrealistic cakes that look like real things. eos is also dropping a bundle of all eight new body mist fragrances with scent-matched sweatsuits (or “sweetsuits.”)
“This idea started with a fan truth we see constantly in the comments: eos doesn’t just smell good – it makes you smell so delicious, you’re almost edible,” said Carley Caldas, vice president of brand marketing & media at eos Products. “By tapping into the cultural language of Netflix’s Is It Cake? and bringing it to life through limited-edition, hyper-realistic cakes and cozy merch, we turned that insight into a playful, craveable moment that’s unmistakably eos.”
Spectrum
Spectrum is running a :30 spot during the game that positions the company as “America’s Connectivity Company,” with an homage to the hard-working Americans, including Spectrum’s 90,000 U.S.-based employees, who build, maintain the company’s WiFi infrastructure.
“America isn’t powered by technology alone,” said Simon Cassels, senior vice president and chief creative officer at Spectrum, in a statement. “It’s powered by people; by teachers staying late; by paramedics starting early; ranchers keeping America fed; by families holding everything together – and they are all backed by the reliable Seamless Connectivity Americans need. The Super Bowl is the ideal stage to showcase our U.S.-based employees who deliver our fiber-powered technology that keeps Americans connected every day.”
FanDuel
FanDuel is running a Super Bowl ad that marks the end of the NFL season. The “Last Call for Football” campaign includes three ads campaign that culminate with a Super Bowl spot that will air right before kickoff. The sports betting app worked with the agency Arts & Letters on the effort.
Liquid Death
Liquid Death will return to the Super Bowl with a :30 spot airing during the first half of the big game. The ad was created fully in-house by Liquid Death and its production arm, Death Machine, and will promote Liquid Death’s new better-for-you energy drink line Sparkling Energy.
Open AI
OpenAI is reportedly returning to the Super Bowl for the second year in a row to promote ChatGPT.
Salesforce
Salesforce is working with Mr. Beast on a Super Bowl ad. The creator shared a 45-second teaser on how the ad came to be on his TikTok channel.
Pringles
Pringles is returning to the big game for the ninth consecutive year with a new spot developed with AOR BBDO New York. The ad will star pop singer Sabrina Carpenter and play into the new “Once You Pop, The Pop Don’t Stop” creative direction of the brand. The :30 second spot will air in the 3rd quarter.
Kinder Bueno
Kinder Bueno has dropped a teaser for its :30 Super Bowl ad. The ad supports the brand’s “Yes Bueno” platform, positioning the brand as the antidote to everyday disappointments.
“Making our big game debut represents a transformative moment for Kinder Bueno as we accelerate our growth in the U.S. market,” said Chad Stubbs, chief marketing officer of Ferrero North America. “By owning this phrase and flipping its meaning, we’re creating a new brand language that positions Kinder Bueno as the go-to irresistible treat.”
Tree Hut
Naterra brand Tree Hut, known for its viral TikTok scrubs, is making its Super Bowl debut this year.
WeatherTech
WeatherTech is reportedly returning to the big game again with a new spot from their agency Pinnacle Advertising.
Come Near
Come Near will be running its “He Gets Us” evangelical Christian message at the Super Bowl. This is the fourth time the campaign will run during the big game. The first year that the campaign ran, it was funded by The Servant Foundation but Come Near acquired the campaign in 2023. The :60 spot will air during the second half of the game. LERMA/ is the lead creative and media agency for the campaign.
SVEDKA Vodka
Sazerac’s SVEDKA Vodka brand is creating its first-ever Super Bowl commercial. The spot is also first time a vodka brand has run a Super Bowl ad in more than 30 years. AI will play a roll in the spot, which will feature robots.
“This is an exciting moment for Sazerac and SVEDKA,” said Sara Saunders, chief marketing officer at Sazerac, in a statement. “Our ad will blend human creativity and dance moves with modern technology; we can’t wait for fans across the world to see it all come to life this February on advertising’s biggest stage.”
Cadillac Formula 1
Cadillac Formula 1 has confirmed plans to use the Super Bowl as a platform to unveil the livery of its new Formula 1 car.
Novartis
Novartis became the first-ever corporate pharmaceutical partner of the NFL this year and they are advertising in the game again this year. This year’s spot addresses an important men’s health issue: the tendency to wait until it’s too late to get screened for prostate cancer. The work introduces the “Relax, It’s a Blood Test” platform, a build on last year’s “Your Attention Please” breast cancer work.
The spot, directed by Eric Wareheim and features a lineup of iconic NFL tight ends — along with Super Bowl–winning coach and prostate cancer survivor Bruce Arians. Rob Gronkowski, Greg Olsen, George Kittle, Tony Gonzalez, Delanie Walker, Vernon Davis and Colby Parkinson are also featured in the ad. Agencies that worked on the campaign include: Fallon (Creative), Publicis N2 (Media), Bespoke Sports & Entertainment (activation) and Digitas Health.
“At the heart of this first-of-its-kind partnership is the ambition to educate and mobilize communities to detect cancer and other diseases early, broadening health solutions beyond medicine,” said Victor Bultó, president US of Novartis, in a statement, shared with Brand Innovators. “With its nationwide fan base and demonstrated commitment to health advocacy, the NFL is a powerful partner for igniting critical health conversations at an unmatched scale. Together, Novartis and the NFL are working toward leveling the playing field against serious health conditions, empowering every fan to proactively manage their health.”
AdAge reports that the brand is working with Publicis Groupe’s Fallon to lead the creative.
Ferrero North America
Ferrero North America is reporting going to the Super Bowl in 2026 with a $100 million spend on campaigns tied to the Super Bowl and the World Cup. The news comes as the brand has plans for new product innovations through the fall of 2025 and spring of 2026.
Ferrero North America today announced a landmark investment of more than $100 million in groundbreaking marketing campaigns centered on the Big Game and Soccer’s Global Championship. This investment represents the company’s largest global marketing commitment to date and will aim to establish deeper connections between its diverse portfolio and American consumers.
“The investment marks a defining moment for Ferrero in North America,” said Michael Lindsey, president and chief business officer of Ferrero North America, in a statement. “We’re going ‘All In’ on these transformational campaigns because we recognize the incredible opportunity to showcase our brands amid the world’s biggest cultural moments. This is not just our most historic marketing investment ever, but our boldest statement of confidence in our North American growth trajectory and our commitment to continue making Ferrero and its brands household names across America.”
Grubhub
Grubhub will be debuting at the Super Bowl for the first time ever next year. The company has tapped Oscar nominated director Yorgos Lanthimos to direct the spot.
“Twenty years ago, we connected diners to their favorite local eats, and now we’re entering a new era,” said Marnie Kain, vice president, head of brand at Grubhub. “Our first-ever national Big Game spot is the most definitive signal of our renewed investment in the Grubhub brand and a massive brand refocus for the category we helped build. The Big Game is where brands make their biggest statements, and we can’t wait to remind America why we are the authority in food delivery and what that means for our future.”
