Why the Super Bowl Matters to Advertisers in 2026
The Super Bowl remains television’s biggest ad marketplace—an annual moment when brands spend heavily to reach tens of millions of viewers. For Super Bowl 2026, advertisers are rolling out high-concept spots, celebrity cameos, and teaser campaigns in the weeks leading up to the game. Many of those commercials are already available online, giving viewers a preview of the star-studded lineup that will run during the rematch between the New England Patriots and the Seattle Seahawks.
Below is a roundup of the Super Bowl commercials released or teased so far, organized by brand with what to expect when they air.
Xfinity: Jurassic Park Reunion with a Modern Twist
Xfinity reunited the original Jurassic Park trio—Laura Dern, Sam Neill, and Jeff Goldblum—for the company’s first Super Bowl commercial. The spot imagines what Jurassic Park might have looked like if the island had reliable internet, turning the franchise’s chaos into a tongue-in-cheek commentary about connectivity. The nostalgia-heavy ad trades on familiar faces and franchise lore to sell Xfinity’s messaging about modern home internet.
Pringles: Sabrina Carpenter Teases a Snack Moment
Pringles is leaning into pop appeal with a teaser that features singer Sabrina Carpenter. The 15-second preview shows Carpenter interacting with a Pringles “chip bouquet,” and the brand has indicated the full-length commercial will debut during the game. The strategy pairs a pop star’s reach with a short teaser to boost anticipation.
Squarespace: Emma Stone and Yorgos Lanthimos’ Striking Collaboration
Squarespace tapped director Yorgos Lanthimos and actor Emma Stone—collaborators on films such as The Favourite and Poor Things—for a dramatic, stylized Super Bowl spot. An early black-and-white teaser set a moody tone; the full ad follows Stone in escalating frustration over the domain emmastone.com being unavailable, punctuated by repeated laptop destruction. The campaign positions Squarespace around domain ownership and site-building in a highly cinematic, darkly comic register.
Pepsi: Taika Waititi and a Polar Bear Taste Test
Pepsi’s Super Bowl commercial takes aim at competitor Coca-Cola with a blind taste test featuring director Taika Waititi. The spot uses a polar bear—a longtime soft-drink mascot associated with Coca-Cola—sampling Pepsi Zero Sugar against Coke Zero Sugar. The commercial also nods to a recent viral Coldplay jumbotron moment, weaving topical humor into Pepsi’s brand rivalry messaging.
Michelob Ultra: A Star-Studded, Cross-Sport Campaign
Michelob Ultra’s big-game ad leans into star power and sports crossover appeal. The campaign features Kurt Russell and Lewis Pullman alongside U.S. Olympians Chloe Kim and TJ Oshie, signaling a promotional push that likely stretches into the Winter Olympics window. The use of well-known actors and athletes reflects Michelob Ultra’s positioning at the intersection of lifestyle and performance.
Hellmann’s: A Musical Parody with Andy Samberg and Elle Fanning
Hellmann’s delivered a comedic musical parody for its Super Bowl spot, casting Andy Samberg as “Meal Diamond” (a clear nod to Neil Diamond) who sings about foods that are enhanced by mayonnaise. Elle Fanning also appears, and the ad plays up absurd, over-the-top humor to highlight Hellmann’s versatility as a condiment.
Ritz: Teaser to Full Spot Featuring Bowen Yang, Jon Hamm, and Scarlett Johansson
Ritz rolled out a teaser starring Bowen Yang, followed by the full commercial that pairs Yang with Jon Hamm and Scarlett Johansson. The narrative centers on a humorous failed attempt to join a party on “Ritz island,” with the cast interacting via a classic shell phone setup. The spot mixes physical comedy and celebrity interplay to promote the brand’s playful image.
Skittles: A Live, Fan-First Commercial Staged at a Front Door
Skittles took an unconventional route by offering one fan a live, in-person commercial delivered to their front door. Actor Elijah Wood was enlisted to perform the ad on-site for the contest winner, part of a campaign that gave fans a chance to win the prize prior to the Super Bowl. The stunt-style approach blurs the line between promotion and performance art.
Instacart: Disco Vibes, Spike Jonze Direction, and Celebrity Faces
Instacart used a retro disco aesthetic to introduce a new app feature, enlisting Ben Stiller and musician Benson Boone to star in the spot. The two are styled in bold green outfits and strike exaggerated poses reminiscent of fashion parody. The ad was directed by Spike Jonze, giving the campaign a creative pedigree and an offbeat visual tone.
Oikos: Football Meets Comedy with Kathryn Hahn and Derrick Henry
Oikos’ Super Bowl commercial brings together football and comedic acting, featuring NFL running back Derrick Henry and actress Kathryn Hahn. The spot centers on a stalled trolley that Hahn helps push uphill—humorously attributed to the “protein power” of Oikos yogurt—pairing athletic credibility with a comedic payoff.
What to Watch for During the Game
- Celebrity-driven storytelling: Many brands doubled down on recognizable actors and athletes to create shareable moments that extend beyond the broadcast.
- Teasers and stunts: Short teasers, fan contests, and live activations are being used to build pre-game buzz and social engagement.
- Cross-promotional tie-ins: Expect spots like Michelob Ultra’s to carry momentum into other events (e.g., the Winter Olympics), maximizing creative investment.
Where to See the Ads Before the Broadcast
Most major advertisers publish teasers or full spots on their official YouTube channels and social accounts in the weeks leading up to the game. Streaming platforms, brand websites, and media outlets compiling previews are good places to watch the ads early and compare teasers to the broadcast versions.
If more commercials are released before kickoff, this list will be updated with new spots and notable casts—check back for the latest previews and breakdowns.