Super Bowl 60 takes place on Sunday, February 8, at Levi’s Stadium in Santa Clara, California. Here, we take a look at the commercial spots planned so far from some of the world’s biggest advertisers.
Advertising’s biggest moment of the year, the Super Bowl LX, returns on Sunday, February 8, and brand teasers have already been rolling.
For one night only, advertisers are paying as much as $7m for a 30-second spot, buying them a chance to reach an audience on a scale truly staggering. According to Nielsen, an estimated 127.7 million viewers tuned in for last year’s Super Bowl LIX, making it the largest audience ever for both a Super Bowl and a single-network telecast in TV history.
Unsurprisingly, NBCUniversal confirmed back in September that all ad inventory for Super Bowl LX had already sold out.
Now, brands are ramping up excitement with teaser trailers designed to get viewers hyped.
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Pringles has announced it will be working with Sabrina Carpenter for her first-ever Super Bowl spot. Ferrero will make its Big Game debut to promote Kinder Bueno. Anheuser-Busch InBev will showcase multiple brands, including Michelob Ultra, Budweiser, and Bud Light. Meanwhile, Squarespace will mark its 12th Super Bowl appearance, continuing its tradition of high-profile game-day campaigns.
Let’s take a look at what we can expect from advertisers this year.
Pepsi has unveiled its Super Bowl LX ad, directed by Taika Waititi. The spot features a polar bear presented with two unmarked cola cups, a nod to classic blind taste tests, who decisively picks Pepsi Zero Sugar.
Dove will air a 30-second commercial, ‘The Game Is Ours,’ during the second quarter of the Super Bowl on February 8. Created in partnership with Ogilvy, the spot spotlights girls’ confidence, strength and joy in sport.
Squarespace has confirmed that its 2026 Super Bowl campaign will star Oscar-winner Emma Stone, reuniting the actor with acclaimed director Yorgos Lanthimos. The spot marks Stone’s Super Bowl debut and the latest collaboration between the duo, following The Favourite, Poor Things and Bugonia.
Oakley Meta will make its Super Bowl debut with Mother Los Angeles, spotlighting how performance meets innovation on sport’s biggest stage.
Featuring Spike Lee, iShowSpeed, Marshawn Lynch, Akshay Bhatia, and Olympians Kate Courtney, Sky Brown, and Sunny Choi, the spot brings Oakley Meta Performance AI Glasses to life through high-energy moments.
Matthew McConaughey stars in this year’s Uber Eats teaser spots, joined by a playful cameo from fellow actor Bradley Cooper. The campaign, titled ‘Football is For Food,’ comes from the ad agency Special US.
Hellmann’s has released its teaser, introducing a new character called Meal Diamond. The short clip shows a backstage moment before a performance, with a sequined star enjoying a sandwich made with Hellmann’s mayonnaise, of course.
Liquid I.V has unveiled that KPop Demon Hunters star Ejae, the singing voice behind Rumi, will appear in the brand’s Super Bowl ad teaser. In the spot, she delivers a cover of Phil Collins’ Against All Odds hit.
For the first time, Manscaped is heading to the Super Bowl. Teasing with ‘Something Hairy Is Coming,’ the grooming brand will air its new brand platform on NBC just before kickoff.
Budweiser has released the first teaser for its Super Bowl LX ad, offering an early look at what’s to come as the brand also marks its 150th anniversary.
Titled ‘Stable,’ the short spot features five of the brand’s famous Clydesdales inside a barn, preparing for their appearance.
In the sneak peek, the horses suddenly turn their heads in unison toward a mysterious, unseen creature rattling beneath a metal bucket.
The teaser ends on a black screen with the line ‘Heads Will Turn,’ signaling the introduction of a new character.
Pringles is back for the Big Game with its eighth consecutive ad, this time starring Super Bowl newbie Sabrina Carpenter.
In the teaser spot, viewers see the Espresso singer pick Pringle ‘petals’ in an old school game of ‘he loves me, he loves me not.’
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Instacart made its Super Bowl debut last year and has announced it will return for 2026.
The brand’s internal creative agency, Local Produce, is working in partnership with BBDO and McCann on this year’s spot.
“When we started working with the Instacart team, it was clear they believed in breakthrough ideas and it immediately felt like we could do something big together,” said Danilo Boer, global creative partner at McCann.
“That openness paved the way for an epic idea that entertains fans during advertising’s biggest night of the year – we think we’ve made the perfect recipe for a Super Bowl win.”
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Last year, Ritz made its Super Bowl debut with ‘The Ritz Salty Club,’ a creative campaign that celebrated salty humor.
On February 8, the brand is set to return to advertising’s biggest stage, dialing up the flavor with bold new creative.
Beauty brand Dove returns for the third year in a row, continuing its long-standing commitment to championing girls’ body confidence. The brand’s 30-second spot will air in the second quarter and shifts the focus to empowering girls to keep playing the sports they love with confidence and joy. The spot was created in partnership with Ogilvy.