Super Bowl commercials have always been as much a part of the big game as touchdowns and halftime shows.
This year’s lineup brought everything from butt jokes to nostalgic callbacks, proving that advertisers are finally recovering from the creative drought of the late 2010s.
While not every spot landed, 2026 delivered enough memorable moments to keep water cooler conversations flowing well past Monday morning.
Here’s the definitive ranking of what worked, what flopped, and what made us question advertising budgets entirely.
The Champions: Best Super Bowl Commercials 2026
Novartis Takes the Crown with Clever Wordplay
Pharmaceutical company Novartis scored big with “Relax Your Tight End,” proving that medical advertising doesn’t have to be boring. The spot cleverly played on football terminology while delivering genuinely helpful information.
It wasn’t just funny—it served a purpose. Men watching got entertained by NFL references while learning about a health solution they might actually need.
Will Shatner Embraces Bathroom Humor
Raisin Bran went all-in on poop jokes with their “Will Shat” commercial, and the gamble paid off. William Shatner showed he’s still got comedic timing, even when the material gets cheeky.
The puns came fast and furious, making this spot an easy number two on the list. Pun absolutely intended.
Everyone laughs at bathroom humor, regardless of age or sophistication level. Raisin Bran understood the assignment.
Hellmann’s Brings Musical Joy
“Sweet Sandwich Time” captured hearts with its catchy tune and playful energy. The commercial felt genuinely fun rather than trying too hard.
Sometimes simplicity wins. A memorable jingle paired with relatable food moments creates lasting brand recognition.
Ben Stiller Goes All Out for Instacart
The “For Papa!” spot featured Ben Stiller in peak comedic form, complete with throwback picture quality that added nostalgic charm. Stiller committed fully to the bit, nearly injuring himself for laughs.
Physical comedy still works when executed by talented performers who understand timing. This commercial proved star power matters when used correctly.
Bud Light Revives Classic Competition
Watching people tumble downhill racing a keg never gets old. Bud Light’s nod to the real-life cheese-rolling competition added legitimacy to the chaos.
The stakes felt genuine because the referenced event actually exists, giving viewers something to Google after the game.
Notable Mentions That Almost Made the Cut
Xfinity’s Jurassic Park Callback Shows CGI Limitations
Despite being 2026, de-aging technology still creates unsettling results. The Jurassic Park-themed spot delivered chuckles but reminded everyone that CGI faces remain firmly in uncanny valley territory.
Nostalgia works best when technology doesn’t distract from the message.
Michelob ULTRA Pairs Kurt Russell with 80s Anthems
“Eye of the Tiger” blaring while Kurt Russell chops trees with a ski created memorable imagery. The absurdity level was just right without crossing into try-hard territory.
Skittles Gets Weird with Elijah Wood
Turning Elijah Wood into a Skittles-producing woodland creature summoned by a rainbow horn represented peak bizarre advertising. Some viewers loved the creativity, others scratched their heads.
Weird for weird’s sake can work, but only when brand connection remains clear.
Ramp Confuses with Kevin Malone
Everyone will remember seeing The Office star in a commercial. Nobody will remember what product he was selling.
Celebrity recognition doesn’t equal effective advertising when the brand message gets lost.
Uber Eats Floods the Market
Uber Eats chose quantity over quality with multiple spots throughout the broadcast. “Jogging” generated some laughs, but “Tiny Truths with Matthew and Bradley,” “Diner Menu,” and “Interrogation” felt forgettable.
Saturating ad breaks with mediocre content risks diluting brand impact rather than reinforcing it.
The Feel-Good Parade
Several brands opted for inspirational messaging over humor:
- He Gets Us continued their spiritual campaign
- Dove celebrated women’s sports with “The Game is Ours”
- Ring’s “Search Party” tugged heartstrings
- Budweiser honored “American Icons”
- Lady Gaga appeared in Rocket and Redfin’s neighborly message
These commercials serve different purposes than comedy spots. They build emotional connections rather than immediate laughs.
The Fumbles: Worst Super Bowl Commercials 2026
RITZ Wastes Star Power on “Island”
Loading a commercial with expensive celebrities doesn’t guarantee laughs. RITZ proved this definitively with their “Island” spot that generated zero humor despite massive spending.
Budget size can’t compensate for weak creative concepts.
TurboTax Misses the Mark
“The Expert” tried convincing viewers that taxes aren’t terrible. The joke backfired because most people agree taxes are actually worse than death, making the commercial’s premise fall flat.
e.l.f. and Manscaped Gross Out Viewers
e.l.f.’s “Melisa” kept audiences waiting for humor that never arrived. Manscaped’s “Hair Ballad” featuring singing balls of hair crossed from edgy into revolting.
Shock value works only when balanced with actual entertainment value.
OIKOS Creates Confusion
“The Big Hill” left viewers uncertain whether they watched comedy or a tongue-in-cheek strength claim. Ambiguous messaging rarely converts to sales.
George Clooney Can’t Save Grubhub
“The Feest” featured Clooney but delivered nothing memorable. The “no fees” promise rang hollow since everyone knows costs get built into price markups anyway.
Transparency matters more than celebrity endorsements.
Tree Hut Baffles Everyone
“Uncontain Yourself” prompted universal confusion. Viewers couldn’t decipher the message, product benefits, or target audience.
Starbucks States the Obvious
Supporting Team USA is admirable, but nobody needs reminding to visit Starbucks. The “Coffee Run” spot wasted airtime on a brand that needs zero awareness building.
The Bottom Line on Super Bowl Advertising
Super Bowl 2026 proved creative advertising is recovering from its rough patch. Smart wordplay, committed performances, and genuine humor won audiences over.
Conversely, expensive celebrity cameos, confusing messaging, and gross-out tactics without payoff fell completely flat. Viewers remember commercials that respect their intelligence while entertaining them.
Brands spending millions on Super Bowl airtime should study what worked this year: clear concepts, authentic humor, and messages that resonate beyond the initial viewing. Throwing money at stars and hoping for virality doesn’t cut it anymore.
The commercials people discuss Monday morning earn their keep. Everything else just clutters the breaks between football action.