Super Bowl Ad Center/2026
2026 Super Bowl Advertisers
Your hub for everything Super Bowl LX advertising. From Big Game regulars returning to the spotlight to first-time advertisers making their Super Bowl debut, this is where the full picture comes into focus. Find out who’s advertising, which agencies are behind the work, and the strategic plays behind the ads.
Uber Eats
Instacart
He Gets Us
Returning for its fourth consecutive year, the “He Gets Us” campaign will air a 60-second commercial during the second half of Super Bowl LX. Led by the nonprofit Come Near and agency Lerma/, this year’s creative marks a strategic shift toward a new brand platform titled “Loaded Words,” focusing on personal pressures rather than social flashpoints. In a first for the campaign, production house Prettybird and director Salomon Ligthelm shot the work on film to evoke a more cinematic and "human" feel.. This appearance is part of a broader 2026 push that will also see the campaign featured during the World Cup.
TurboTax
TurboTax has confirmed it will return with a national broadcast spot for Super Bowl LX for the 13th time. While specific creative details for the game-day ad have not been revealed, the Intuit-owned brand is doubling down on its “Now This Is Taxes” platform, which targets Gen Z and millennial audiences with "done-for-you" tax filing services. The campaign, developed in partnership with agencies R/GA and Wieden+Kennedy, features high-energy covers of classic hits by artists like Ravyn Lenae and Toro y Moi to modernize the tax experience.
Lay's
Poppi
Making its return for a third consecutive year, Poppi is officially confirmed to air a 30-second commercial during Super Bowl LX. This appearance marks a major milestone as the prebiotic soda brand’s first Big Game spot since being acquired by PepsiCo. For this 2026 campaign, the brand has selected agency Mirimar to lead the creative direction. Official celebrity talent and the specific airing quarter are still top secret.
Pepsi Zero Sugar
PepsiCo is officially doubling down on its "zero sugar" push, confirming that Pepsi Zero Sugar will return to the spotlight for the Big Game. While specific creative details and celebrities remain under wraps, the brand's 30-second spot and third Super Bowl appearance in the last five years, will likely build on the momentum of the brand's recent high-profile Gladiator-themed kickoff collaborations.
Salesforce
Pringles
Securing a 30-second spot scheduled to air during the third quarter, Pringles is officially heading back to the Big Game for its ninth consecutive year. This 2026 campaign will be the first developed with the brand's new agency of record, BBDO New York. The commercial is set to lean into the brand’s fresh creative direction, “Once You Pop, The Pop Don’t Stop,” signaling a high-energy approach for the snack giant.
Bosch Home
??Building on the success of its 2025 debut, German engineering giant Bosch is returning for its second consecutive Super Bowl appearance with a second-quarter spot led by agency Droga5. The 139-year-old brand will continue its popular “Like a Bosch” campaign, this time promising a fresh chapter that leans heavily into humor and features a new, surprise celebrity face. While the exact tagline and ad length haven't been finalized, the commercial aims to further raise the brand's consumer profile in the U.S. across its appliance and tool divisions.
Dove (Skin Care)
Dove is set to air a "joyful" 30-second spot during the second quarter of Super Bowl LX. Returning for its third consecutive appearance, the commercial, developed by agency Ogilvy, continues the brand’s "Keep Her Confident" mission to stop young girls from dropping out of sports due to low self-esteem. To build momentum, the campaign features longtime partner and creator Kylie Kelce, alongside an expanded "Body Confident Sport Collective" of athletes and mentors. While the specific 2026 tagline remains under wraps, the ad follows the success of last year's emotional "These Legs" film, which used a cover of "Born to Run" to highlight that one in two girls quits sports by age 14.
Liquid I.V.
Making its highly anticipated Super Bowl debut, Liquid I.V. is set to deliver a "wake-up call" to America with a spot airing in the first half of the game. While the specific creative content remains under wraps, the brand will champion the message that “real hydration isn’t a gimmick, it’s a game-changer.” This first-ever Big Game appearance follows a major 2024 rebrand and serves as a prime-time platform to position hydration as an essential lifestyle "game-winning play."
Hellmann's | Best Foods
Hellmann’s is officially back for its sixth Super Bowl appearance, securing a 30-second spot to showcase its status as the "essential game day ingredient". While specific celebrity stars for 2026 have not yet been named, the Unilever-owned brand promises to "re-imagine a mealtime moment" with the same unexpected humor seen in its previous viral campaigns. This return follows a highly successful 2025 appearance that reunited When Harry Met Sally stars Meg Ryan and Billy Crystal for a nostalgic recreation of their iconic diner scene.
Homes.com
Ritz Crackers
The iconic snack brand, RITZ, is confirmed to air a 30-second advertisement during the third quarter for its second consecutive trip to the Big Game. Owned by Mondel?z International, RITZ has tapped The Martin Agency and director Dan Opsal to lead the creative, which aims to build on the momentum of the "RITZ Salty Club" campaign introduced in 2025. While official celebrity cameos haven't been announced yet, the commercial is the centerpiece of a massive multichannel effort that includes the launch of limited-edition football-shaped crackers.
WeatherTech
WeatherTech is solidifying its veteran status by returning for its 14th Super Bowl appearance in the last 13 years. Longtime agency of record Pinnacle will once again handle the creative duties for the automotive and home accessories brand. While the specific airing quarter and ad length for the 2026 spot have not yet been disclosed, the brand is coming off the success of its 2025 "Whatever Comes Your Way" campaign.
Nerds
Building on back-to-back viral successes, Ferrara Candy is officially returning to the Big Game for a third consecutive year with its hit brand, Nerds. While the specific quarter and length for the 2026 commercial have not yet been confirmed, the company has promised a "bigger and bolder" creative concept that aims to top its previous appearances. The new campaign is set to feature fresh talent, following in the footsteps of past celebrity collaborators like country star Shaboozey and TikTok sensation Addison Rae.
Manscaped
Men’s grooming brand Manscaped is airing its first-ever national Super Bowl commercial during Super Bowl LX. Partnering with agency Quality Meats, the brand aims to showcase its full-body "mancare" evolution beyond its signature below-the-belt tools. While the specific tagline and airing time are still being finalized, the spot is expected to maintain the company’s signature irreverent and tongue-in-cheek humor.
Novartis
Pharmaceutical giant Novartis is returning to the Big Game in 2026 as the first pharma brand to commit to Super Bowl LX after making its impactful debut last year. To lead the creative for its second appearance, the company has tapped Publicis’ agency Fallon. While the specific campaign theme and celebrity talent remain unknown, the brand is expected to continue its focus on emotionally charged, unbranded health awareness. This move coincides with Novartis becoming the NFL's first-ever corporate pharmaceutical partner.
Grubhub
Grubhub is stepping onto the national stage for the first time with its inaugural Super Bowl commercial in 2026. This debut follows the brand's acquisition by Marc Lore’s Wonder Group and serves as a definitive signal of a major brand refocus within the delivery category. The specific airing quarter, ad length, and celebrity talent remain secret.
Liquid Death
Returning for its second Super Bowl appearance, beverage brand Liquid Death has secured a national ad slot, set to air during the first half of Super Bowl LX .While the brand’s 2026 creative details and tagline remain under wraps, the startup’s in-house team and Death Machine production arm are once again behind the project.
Kinder
Making its high-profile Big Game debut, Kinder Bueno is officially set to air its first-ever national Super Bowl commercial. Parent company Ferrero Group has confirmed that the spot will be a floating ad, though the specific quarter and creative details have not been announced. Agency Anomaly will lead the creative for the campaign.
Svedka
In a historic move for the spirits category, Svedka Vodka will make its Super Bowl debut in 2026 with a 30-second spot airing just after halftime. This first-ever national Big Game appearance for parent company Sazerac marks the first time in over 30 years that a vodka brand has aired a national ad during the tentpole. The AI-assisted commercial stars the brand's iconic Fembot mascot, revived after a 12-year hiatus, alongside a new sidekick, BroBot, as they learn human-inspired dance moves. This bold "man and machine" collaboration was conceptualized in-house and produced alongside AI agency Silverside to reintroduce the brand to a new generation of consumers.
