If you’re ready to throw down a crazy amount of cash for just 30 seconds of airtime, a commercial during the Super Bowl can feel like the ultimate swing. It puts your brand in front of an audience that routinely exceeds 100 million viewers in a single night. Few advertising moments offer that level of reach.
But the real question is not how many people will see your ad. It is what you want them to remember and do afterward.
Super Bowl advertising operates in a category of its own. These commercials aren’t just watched. They’re highly anticipated, talked about, and replayed long after the game ends. In fact, 87 percent of Super Bowl viewers can recall at least one advertiser without any prompts. That level of unaided recall is rare in modern advertising and speaks to the cultural weight these ads carry.
Commercials Aren’t the Only Option, Btw
While brand recall from “Big Game” commercials is valuable, it’s not the only way to show up during this cultural moment. Not every brand felt the need to drop eight figures on a 30-second spot this year, and that choice was just as strategic as buying airtime. Brands like Doritos skipped traditional Super Bowl commercials and leaned into social-first campaigns instead, meeting audiences where half (or maybe all) their attention was anyway. Rather than fighting for space in a crowded commercial break, they focused on content that could build momentum before the game and keep the conversation going long after the final whistle.
This shift reflects a broader change in how impact is created today. A Super Bowl campaign no longer has to begin and end in 30 seconds. Social activation before, during, and after the game gives brands room to extend the story, react in real time, and invite audiences to participate instead of just watching. When executed well, social-first strategies can drive comparable, and sometimes greater, attention without the cost of a broadcast slot.
Industries that Dominated in 2026
Certain industries showed up loud in 2026, and none more visibly than artificial intelligence. A notable share of commercials either promoted AI products or used AI in production, with roughly 23 percent of ads involving AI in some way. From chatbots and automation tools to brands positioning themselves as the future of their category, AI was everywhere, and it was not subtle. Bold claims, big visuals, and headline-ready concepts made one thing clear. AI companies are done explaining themselves quietly. They are here to compete.
Beyond AI, tech platforms, financial services, and consumer brands with strong digital ecosystems also stood out. These industries understand that attention is fragmented and that impact rarely comes from a single perfect commercial. Instead, the Super Bowl acts as an anchor for a much larger brand moment.
Our 2026 Super Bowl Ad Picks
To see which Super Bowl commercials resonated most with our team, we polled the Big Slate Media crew and asked everyone to submit their personal top five picks. Each list was ranked individually, then compared to identify patterns across the office. While tastes varied, a handful of commercials showed up again and again, helping us narrow the field to a collective top five.
This internal poll gave us a snapshot of what captured our team’s attention most, and it served as a starting point for deeper conversations around creative impact, cultural relevance, and brand storytelling at the highest level.
Now for the grand reveal (drum roll, please)…
Lay’s – The Last Harvest
Lay’s didn’t try to reinvent the wheel. Instead, this year’s spot leaned into what the brand does best: heart, nostalgia, and storytelling that feels real. In this year’s spot, Lay’s put the spotlight on the farmers behind its chips, telling an emotional story about a father passing his farm down to his daughter. The commercial was directed by Oscar-winning filmmaker Taika Waititi and used music and visuals to create a sense of legacy, family, and connection to the humble potato that makes Lay’s what it is.
The spot felt familiar in the best way, reminding us that sometimes the most effective storytelling doesn’t need shock value or wild twists. It just needs to feel human. By grounding the ad in warmth and authenticity, Lay’s proved that emotional connection still wins when it’s done right.
Levi’s – Behind Every Original: Backstory
Levi’s made its return to the Super Bowl in 2026 with its first ad in more than 20 years, and the 173-year-old denim brand didn’t play it safe. The spot felt confident, self-aware, and unmistakably Levi’s. As part of the Behind Every Original campaign, the Backstory film ditched traditional storytelling in favor of visual language, rhythm, and perspective.
The creative put Levi’s iconic denim in motion, relying on details like the Red Tab and signature stitching to do the talking. No close-ups on the logo. No voiceover explaining the brand. And yeah, every shot was framed from behind.
Instead of chasing spectacle, the ad trusted Levi’s long-standing place in culture. It celebrated originality through a mix of everyday people and cultural figures, capturing the irreplicable swagger of those shaping what’s next while tipping its hat to the icons who came before them. Visual nods to George Michael’s “Faith” era to a modern reimagining of the iconic “Born in the U.S.A.” album cover, and not to mention a familiar Disney-Pixar cowboy, grounded the spot in moments Levi’s has authentically lived through.
The campaign extends across social, digital, in-store and out-of-home, living as part of a broader global story that unfolds more of the Originals’ backstories throughout the year with iconic Levi’s products as the anchor.
Pepsi – The Choice
Pepsi came to the Super Bowl with a clear message and a sense of humor. The 2026 spot leaned all the way into the long-standing cola rivalry and flipped a familiar script in the process. By putting a polar bear through a blind taste test and having it choose Pepsi Zero Sugar, the brand turned decades of category iconography into a cheeky, self-aware moment.
The ad didn’t stop at the reveal. It followed the bear on a surprisingly emotional and comedic journey of self-discovery, complete with a therapist session and a nod to a certain pop-culture kiss-cam moment. The result felt playful, confident, and intentionally over-the-top in the best way.
Rather than relying on flashy visuals alone, Pepsi focused on a simple idea executed with clarity. Taste matters, choice matters, and Pepsi is willing to poke fun at the category to make that point. By remixing the classic Pepsi Challenge for a modern audience, the brand sparked conversation, leaned into cultural memory, and delivered one of the most talked-about spots of the night.
Pringles – Pringleleo
Pringles fully embraced weird in its 2026 Super Bowl spot, leaning into absurdity with confidence. Starring Sabrina Carpenter in her first Big Game moment, the ad turned snacking into a surreal rom-com, imagining what happens when you build the perfect man entirely out of Pringles chips. Naturally, it did not end well for him.
The execution felt playful and memorable by leaning into Carpenter’s vibe and the brand’s own sense of fun. In a night full of big statements, Pringles stood out by not taking itself seriously at all. It knew exactly what lane it belonged in and stayed there, delivering a spot that was memorable, entertaining, and unmistakably Pringles.
Liquid Death – Exploding Heads
Liquid Death once again zigged where everyone else zagged. The 2026 Super Bowl spot promoted its Sparkling Energy line with a straight-faced warning about the dangers of other energy drinks, including the very real risk of exploding heads. Liquid Death, naturally, promised none of that.
The ad borrowed just enough of the calm, authoritative tone viewers associate with serious ads to set the stage, then used exaggeration and absurdity to flip the category on its head (or, lack thereof).
The result was weird, deadpan, and unmistakably on brand. In a lineup full of polished messaging and big emotional swings, Liquid Death stood out by doing what it always does best: saying the quiet part out loud and letting the joke and wild imagery carry the message.
Honorable Mention – The More You Bosch
We’d be remiss not to tip our hat to the Bosch spot. Seeing Bosch show up on the Super Bowl stage this year caught our attention, especially since its parent company, BSH Home Appliances, is a brand we’ve had the chance to work with.
The commercial leaned into humor with a transformation gag starring Guy Fieri. He starts out as a completely stripped-down version of himself, literally just a guy, before Bosch products flip the switch and unleash full Guy mode. Hair, swagger, and all. It was playful, self-aware, and surprisingly effective at turning an appliance brand into something memorable.
For us, it was a fun, full-circle moment and an easy honorable mention. Proof that even in categories not known for flash, a clear idea and a strong point of view can still steal attention on the biggest stage.
What 2026 Reinforced About Great Ad Creative
Looking at the rankings as a whole, one thing stood out immediately. Our team gravitated toward commercials that knew exactly who they were and didn’t try to be everything at once. Lay’s, Levi’s, and Pepsi rose to the top not because they were necessarily the loudest or flashiest, but because they delivered clear, intentional storytelling rooted in strong brand identity.
These spots trusted simplicity. They leaned into emotion or humor without overcomplicating the message and made it easy to understand who the ad was for and why it mattered. Pringles and Liquid Death earned their place by fully committing to a distinct tone, proving that creative risks pay off when they are grounded in authenticity rather than novelty.
The takeaway is simple. Originality, clarity, and confidence still win. When a brand understands its voice and isn’t afraid to use it, the work resonates far beyond its 30 seconds on screen.
As you think back on this year’s most memorable commercials, consider which ones truly stuck with you and which brands you could take a little inspiration from. Pay attention to what connected emotionally, what felt authentic, and what stayed with you long after the game ended. That is where meaningful brand storytelling begins.
Here at Big Slate, we believe the strongest work is built on clarity, intention, and connection. When you’re ready to tell your story in a way that lasts, we would love to help you bring it to life.