As the NFL’s grand finale approaches, the buzz surrounding the Super Bowl commercials of 2026 is reaching a fever pitch. With the likes of Ben Stiller, William Shatner, and Jeff Goldblum stepping into the limelight, it’s director Taika Waititi who steals the show as the creative mastermind behind several standout campaigns. This year, advertisers are pulling out all the stops, aiming to make their mark during one of the most-watched events in television history.
The Price of Fame
For advertisers, the Super Bowl is akin to the Olympics of marketing. Securing a 30-second spot on NBC this year comes with a staggering price tag of approximately £8 million, with some prime slots going for an eye-watering £10 million. The hefty costs are justified by the colossal audience: last year’s game attracted an average viewership of 127.7 million, peaking at 133.5 million during Kendrick Lamar’s electrifying halftime show. With Bad Bunny set to take the stage this year, expectations are high that these numbers could soar even further.
Taika Waititi Takes Centre Stage
This year, all eyes are on Taika Waititi, the New Zealand-born director known for his offbeat humour and unique storytelling style. With three major campaigns in his portfolio, he’s emerged as the MVP of Super Bowl advertising. His work includes a heartwarming spot for Lay’s about a father-daughter potato farming duo, and a whimsical take on Jurassic Park for Xfinity. In the latter, he cleverly imagines a world where everything goes smoothly, thanks to a new router, accompanied by a nostalgic montage featuring a de-aged cast of beloved characters.
But it’s Waititi’s role in Pepsi’s “The Choice” that truly captures attention. Here, he portrays a therapist guiding a CGI polar bear through the emotional turmoil of a blind taste test, ultimately revealing the bear’s unexpected preference for Pepsi over Coca-Cola.
Highlights from the Commercials
1. Instacart’s Retro Vibe
In a nostalgic twist, director Spike Jonze delivers an energetic spot for Instacart featuring Ben Stiller and pop sensation Benson Boone. The ad sees the duo as brothers in a retro disco band, with Boone executing backflips while Stiller hilariously attempts to keep up—an over-the-top performance that is both entertaining and memorable.
2. Xfinity’s Jurassic Joyride
Xfinity’s ad taps into the nostalgia of Jurassic Park, bringing back beloved characters played by Laura Dern, Sam Neill, and Jeff Goldblum. The clever premise imagines a world where the iconic dinosaur theme park functions flawlessly, thanks to a new wireless router. Despite some questionable de-aging effects, it’s a fun trip down memory lane that resonates with fans of the original film.
3. William Shatner’s Cheeky Humour
In a cheeky yet crude campaign for Raisin Bran, 94-year-old William Shatner proves that age is no barrier to bathroom humour. Teleporting around the country, he encourages consumers to embrace fibre, delivering a series of puns that playfully riff on his name. The tagline “Will Shat in the house” is just one of many laugh-out-loud moments that underscore the absurdity of the ad.
4. Novartis’ Important Message
In a campaign aimed at raising awareness for prostate cancer, NFL stars including Rob Gronkowski and George Kittle encourage men to relax their “tight ends” amidst light-hearted banter. While the pun may elicit a chuckle, the underlying message is crucial, highlighting that one in eight men will face a prostate cancer diagnosis in their lifetime.
5. Andy Samberg’s Whimsical Delight
Andy Samberg brings his signature quirkiness to Hellmann’s mayonnaise in a bizarre yet memorable sing-along. The character “Meal Diamond” sings a reworked version of “Sweet Caroline” as he navigates the deli walls—an absurd premise that might just stick with viewers.
The Not-So-Great Ads
Not every commercial hit the mark this year. Pepsi’s attempt at humour with their polar bear and Coldplay fell flat, while Jon Hamm and Scarlett Johansson’s Ritz cracker ad suffered from a lack of engaging content. Yorgos Lanthimos’ collaborations with Emma Stone for Squarespace and Grubhub, while star-studded, failed to capture interest, leaving viewers more puzzled than entertained.
Why it Matters
The Super Bowl commercials serve not only as a platform for brands to showcase their creativity but also as a cultural touchstone that reflects societal trends and humour. This year, the ads range from heartwarming to downright absurd, illustrating the lengths to which brands will go to capture audience attention. As viewers tune in not just for the game but for the entertainment surrounding it, these commercials become a significant part of the Super Bowl experience, influencing advertising trends for years to come. In a world where attention spans are dwindling, the Super Bowl remains a powerful stage for innovative marketing, and 2026 is no exception.
