As Super Bowl Sunday approaches, advertisers are preparing for their own high-stakes showdown — competing for the attention of more than 120 million viewers expected to tune in to Super Bowl 60, airing Sunday on NBC.
With record-breaking ad prices and one of the few remaining mass live audiences in modern media, brands are leaning heavily on artificial intelligence, weight-loss drugs, celebrity power and familiar nostalgia to stand out during the most-watched advertising event of the year.
A snapshot of the cultural moment
Super Bowl commercials have long reflected the mood of the moment and which industries have marketing dollars to spend — from the tech-heavy “Dot-Com Bowl” era to the cryptocurrency surge of the early 2020s.
This year’s themes point to where corporate confidence lies in 2026:
- Health and telehealth, especially GLP-1 weight-loss drugs
- Artificial intelligence and AI-powered consumer tools
- Star-studded celebrity appearances
- Comforting humor and escapism
Marketing experts say advertisers are intentionally steering clear of heavy political or social messaging.
“With so much difficult news dominating headlines, brands are opting for light, entertaining ads that give viewers a break,” said Villanova University marketing professor Charles Taylor, noting that humor and nostalgia remain the safest bets on Super Bowl night.
Record ad prices and unprecedented demand
Advertising demand reached historic levels again this year. After 127.7 million viewers watched the Super Bowl in 2025, NBC sold out its commercial inventory as early as September.
Thirty-second ad slots averaged $8 million, with several surpassing $10 million, according to NBCUniversal executives. Many advertisers also bundled Super Bowl placements with ads during the Winter Olympics, making February one of the network’s most lucrative months ever.
Celebrities everywhere
Familiar faces are once again doing the heavy lifting for advertisers:
- Kendall Jenner appears in a Fanatics Sportsbook ad poking fun at the so-called “Kardashian curse.”
- George Clooney stars in a Grubhub commercial promoting fee-free delivery.
- Matthew McConaughey returns for Uber Eats, joined by Bradley Cooper and Parker Posey, continuing a tongue-in-cheek “football makes you hungry” storyline.
- Xfinity reunites Jurassic Park stars Sam Neill, Laura Dern and Jeff Goldblum in a nostalgic reboot.
- Michelob Ultra features Kurt Russell, Chloe Kim, and T.J. Oshie in a snowy training montage.
Celebrity recognition remains one of the fastest ways to earn goodwill — and attention — during the crowded broadcast.
AI steps into the spotlight
Artificial intelligence is no longer a novelty in Super Bowl advertising — it’s now a centerpiece.
- Oakley Meta highlights AI-enabled smart glasses in action-packed ads featuring Spike Lee and Marshawn Lynch.
- Wix promotes AI-powered web design tools and app-building software.
- OpenAI is set to debut its own Super Bowl ad, though details remain under wraps.
- Svedka Vodka used AI technology to reimagine its robotic mascot, reinforcing its branding as a “vodka of the future.”
Marketers say AI is being presented less as abstract technology and more as an everyday lifestyle enhancer.
The rise of the “GLP-1 Super Bowl”
Health and pharmaceutical advertising has surged this year, particularly around weight-loss medications.
- Ro features Serena Williams in a commercial promoting access to GLP-1 drugs.
- Novo Nordisk teased an appearance spotlighting Wegovy and Ozempic.
- Hims & Hers frames weight-loss treatment as a matter of healthcare access.
- Novartis and Boehringer Ingelheim promote screening tests for prostate and kidney disease, respectively.
Marketing analysts have dubbed this year’s event the “GLP-1 Super Bowl,” noting the unusually strong presence of pharmaceutical brands during the broadcast.
Familiar favorites and nostalgia
Not every brand is chasing novelty. Some are leaning into emotional storytelling and brand heritage:
- Budweiser celebrates its 150th anniversary with a heartwarming Clydesdale ad set to “Free Bird.”
- Pepsi reignites the cola wars by pitting polar bears — famously associated with Coca-Cola — against Pepsi Zero Sugar in a blind taste test.
A few surprises still to come
While many advertisers released teasers early, some are holding back for game day reveals. Among them:
- Poppi, featuring Charli XCX and Rachel Sennott
- Dunkin’, with Ben Affleck and sitcom-era stars from Friends and Seinfeld
- Cadillac, expected to unveil its new Formula 1 car
The takeaway
Super Bowl 60’s commercials reflect a world eager for humor, innovation and familiarity — all wrapped in celebrity appeal. With AI tools, health trends and nostalgia dominating the ad slate, brands are betting that entertainment, not controversy, will win the night.