Super Bowl LX’s ads felt like a snapshot of where brands – and viewers – are in 2026: nostalgic, celebrity‑obsessed and quietly anxious about AI. To see the spots in one place before diving in, you can watch this roundup: Top 10 Super Bowl LX Commercials 2026. Budweiser’s “American Icons” Clydesdales spot and Lay’s sentimental “Last Harvest” story topped USA Today’s Ad Meter, leaning into heartland imagery and family moments that could have aired a decade ago, just with sharper cinematography.
Pepsi, Michelob Ultra and Dunkin’ all stuck to the modern Super Bowl playbook of A‑list cameos and winking self‑parody, with Dunkin’s “Good Will Dunkin’” spot continuing its now‑annual Ben Affleck extended universe that critics said managed to stay just on the right side of overexposed.
Beneath the celebrity pile‑on, the game was a showcase for how normal AI has become in advertising language. Google, Microsoft Copilot and Anthropic all ran tech‑heavy spots that sold AI not as sci‑fi magic, but as a practical, almost boring productivity tool – helping you write, search and create a little faster. CBS’s Kellogg panel gave those ads high marks for clarity and branding, even as cultural commentators noted fatigue with yet another montage of people staring into glowing rectangles.
Coinbase and other crypto‑adjacent efforts, by contrast, landed near the bottom of several rankings, suggesting that last cycle’s “QR‑code on a black screen” shock value has faded now that audiences are more wary of financial hype.
The middle of the pack was crowded with brands trying to thread a needle between weird and coherent. Hellmann’s leaned into Andy Samberg’s “Meal Diamond” musical absurdity, Grubhub enlisted George Clooney for a self‑aware mini‑heist, and Skittles pushed surreal teen comedy, each earning solid grades from ad‑industry reviewers for memorability and product linkage.
iSpot’s compilation of every Super Bowl LX spot shows how dense that middle has become: dozens of 30‑second attempts to be the ad everyone talks about Monday, many blurring into a single soup of multiverse jokes, AI gags and celebrity cameos. For marketers, that clutter raises the post‑game question: in a year when Budweiser and Lay’s old‑school storytelling won the rankings, is it better to chase the next meme – or to be the one quiet, emotional ad people can still describe a week later?
