The Best Super Bowl Ads of 2026 (And Why They Worked)

I watched all 47 Super Bowl ads this year – so you don’t have to – and rated them through the lens of a content strategist.

As someone who advocates for more human-driven advertising, I believe the brands that combine humanity with technology are the ones that will connect most effectively in the long term.

Before diving in, let’s clarify something:

Ads and content are not the same.

Content educates. It builds trust over time.

Ads, on the other hand, have seconds (sometimes just moments) to grab your attention and persuade you to act.

That’s a brutal job.

So here are my top 5 Super Bowl ads of 2026, and why they worked.

Spoilers ahead!

No. 5 – Manscaped (2026 Super Bowl Commercial)

Yes, it was gross.

But it tapped into a very basic human reality – and exaggerated it in a ridiculous, over-the-top way. That kind of humor sticks.

Memorable advertising isn’t always elegant. Sometimes it’s uncomfortable. Sometimes it’s absurd, but if you can’t stop thinking about it afterward? It worked.

Humanity: 2/5
Hook: 3/5
Creativity: 3/5

No. 4 – Pepsi (Coke Wars: Cola Bear Taste Test)

Using a polar bear – a very obvious nod to a certain competitor – was a bold and strategic move.

The twist? The bear having to go to therapy after choosing Pepsi – priceless. 

It was playful, self-aware, and competitive without being bitter. It made me laugh, and that’s already a win.

Not the strongest emotionally, but absolutely memorable.

Humanity: 2/5
Hook: 3/5
Creativity: 4/5

No. 3 – Kellogg’s Raisin Bran (Featuring William Shatner)

Ultra silly, but rhythm and storytelling matter.

This ad clearly identified the audience’s pain point and delivered the solution through humor and strong narrative pacing. The presence of William Shatner added gravitas while keeping the tone absurd enough to entertain.

It wasn’t deeply emotional, but it was strategically structured.

Humanity: 2/5
Hook: 4/5
Creativity: 4/5

No. 2 – e.l.f. (Featuring Melissa McCarthy & Itatí Cantoral)

This one could have easily been number one.

I’ll admit I’m slightly biased – as a Mexican, seeing Itatí Cantoral alongside Melissa McCarthy was iconic – but bias aside – this ad took risks.

It was chaotic. It was stupid. It was loud, and it fully committed to the bit.

Yes, it relied on star power, but it also delivered big comedic energy and strong creative execution. Sometimes spectacle works when it’s done intentionally.

Humanity: 3/5
Hook: 4/5
Creativity: 5/5

No. 1 – Dove (2026 Super Bowl Commercial)

This one stood out for a different reason.

While many brands leaned into celebrity appearances, heavy VFX, or AI-driven visuals, Dove leaned into message.

The ad featured girls and centered empowerment in a way that felt timely and relevant. It focused less on product and more on purpose  (which is rare at this scale).

Yes, it felt stylistically similar to a Nike-style empowerment ad, but it worked because it prioritized authenticity over spectacle.

Dove invested in a message over merchandise, and that decision paid off.

Humanity: 5/5
Hook: 4/5
Creativity: 4/5

Final Thoughts

The best Super Bowl ads of 2026 weren’t necessarily the loudest or the most expensive.

They were the ones that:

• Understood their audience
• Committed to a clear emotional angle
• Used creativity intentionally

Technology will continue to evolve. Production quality will continue to increase, but the brands that win long-term are the ones that remember something simple:

Attention is rented.
Connection is earned.

Subscribe for more digital marketing and advertising content!