Super Bowl LX is once again doubling as the biggest advertising showcase on television, with brands paying record sums to wedge 30 or 60 seconds of storytelling between drives. From legacy snack makers to first time pharma buyers, the commercial lineup sketches a snapshot of what corporate America thinks viewers care about right now. I am tracking the splashiest spots, from Lay’s and Bud Light to tech platforms and weight loss drugs, to map out the themes and faces that will dominate the breaks.
Across the night, viewers will see a mix of nostalgia plays, celebrity pileups and earnest pitches about health, AI and even missing pets. The result is a crowded field where every advertiser is fighting to be the one ad people still remember on Monday morning.
How Super Bowl 60 Became a Health and Tech Showcase
The most striking shift this year is how much of Super Bowl LX’s ad inventory is devoted to medicine, wellness and digital care. Health and telehealth providers are described as being “everywhere” during Super Bowl 60, a sign that what used to be a playground for beer and pickup trucks now also sells lab tests and virtual doctor visits. Two pharma companies are even using the game to promote diagnostic tools, with Novartis highlighting a specific test as part of that broader “Health and” wave.
Telehealth and wellness brands are also leaning on star power to make clinical topics feel like entertainment. Hydration brand Liquid I.V. is teasing a spot about staying hydrated, while Telehealth firm Ro has enlisted Serena Wil to front its message about accessible care. Together with the broader cluster of Health and advertisers, these spots underline how the Big Game has become a prime venue for normalizing everything from telemedicine to lab work.
Weight Loss Drugs and Wegovy’s Big Game Moment
Weight loss drugs, particularly GLP 1 treatments, are stepping into the Super Bowl spotlight for the first time at this scale. Novo Nordisk, the pharma company behind Wegovy and GLP 1 pills, is making a first time Super Bowl appearance as part of a broader Strategy to move these treatments from niche medical conversations into mainstream culture. The company’s creative approach is described as a major swing, with Creative work designed to introduce Wegovy to viewers who may only know these drugs from headlines.
Alongside that corporate debut, the Wegovy Super Bowl 2026 ad itself is a centerpiece. Titled “New Way,” the 90-second spot for Wegovy uses emotional storytelling to frame Super Bowl LX as a cultural coming out party for the drug. By investing in a long form narrative rather than a quick gag, the brand is betting that viewers will sit with the idea of a “New Way” to manage weight, even as they snack through the game.
Snacks, Sodas and the Battle for the Coffee Table
Food and drink remain the backbone of Super Bowl advertising, and this year is no exception. A detailed tracker of Food and Beverage Brands shows how crowded the category has become, with Uber Eats returning for its sixth Consecutive Year and cereal label Raisin Bran making a DEBUT with its first ever Super Bowl appearance. These brands are jostling to “dominate snack and beverage conversation,” a reminder that the coffee table is as important a battleground as the scoreboard.
Within that scrum, legacy snack makers like Lay’s are expected to lean on familiar formulas of humor and nostalgia, often pairing chips with celebrity cameos to stay top of mind. Beverage giants are doing the same, with Bud Light again tapping sports icons and comedians to keep its hold on the party cooler. The broader Food and drink slate shows how even as new categories like GLP 1 drugs arrive, the classic Super Bowl ritual of selling salty snacks and cold drinks is not going anywhere.
Record Prices, AI Storylines and the New Tech Titans
Behind the scenes, advertisers are paying Record breaking prices for 30 second slots, and tech companies are using that investment to position themselves as indispensable. A running List So Far of Commercials shows Amazon returning with Amazon Alexa and Alexa focused creative, while other platforms weave artificial intelligence into their plots. Several ads reportedly feature more than one famous face, and one AI themed campaign even pairs a digital assistant with a male counterpart named BroBot, underscoring how quickly AI has become a pop culture character rather than a background tool.
Smart home and security tech are also using the game to pitch themselves as everyday infrastructure. A comprehensive advertiser list notes that Amazon’s Ring is making its Super Bowl debut with a spot about helping find the large number of dogs that go missing annually, turning a doorbell camera into a kind of neighborhood safety net. At the same time, Paramount Pictures is stepping back into the spotlight for the Big Game with a high tension 60-second trailer, showing how entertainment studios still see the Super Bowl as the best place to launch a blockbuster.
Celebrity Overload: From Emma Stone to Ben Stiller
If there is one constant in Super Bowl advertising, it is the belief that more celebrities equal more attention. A running tally of cameos notes that Emma Stone Stars, marking Squarespace’s 12th Supe appearance and reinforcing how website builders now market themselves like lifestyle brands. Elsewhere, a wilder streak of comedy is emerging, with Here are some of the most offbeat ideas: Instacart has Ben Stiller and performing as a Europop duo singing about grocery delivery.
That same Instacart concept is described elsewhere as the brand’s “disco era,” with Instacart again recruiting Ben Stiller and as glittery performers for a series of Super Bowl spots. More broadly, advertisers are “stuffing” their commercials with celebrities ranging from Kendall Jenner to veteran actors, as They hope that sheer star density will help viewers remember brand names long after the confetti falls.
Athletes Everywhere: Peyton Manning, Serena and the Oakley Meta Crew
Sports stars remain some of the most bankable faces in Super Bowl advertising, and this year they are scattered across categories. A detailed rundown of Athletes in commercials notes that Peyton Manning returns for Bud Light, extending a long running relationship between the Hall of Fame quarterback and the beer brand. The same overview stresses that Super Bowl LX will feature athletes in everything from insurance to wearables, turning the commercial breaks into a second field of play.
On the tech side, Oakley Meta is rolling out a star studded cast to show off its smart glasses. The campaign features director Spike Lee, former running back Marshawn Lynch, streaming star iShowSpeed, PGA Tour breakout Akshay Bhatia and Olympians Sky Brown and Kate Courtney, all demonstrating various functions of the glasses. That same athletic halo extends to health brands, with Telehealth campaigns and Liquid I.V. leaning on performance narratives to sell wellness as part of an active lifestyle.
Heartstrings, Lost Dogs and the Soft Side of the Big Game
Not every advertiser is chasing laughs or spectacle. A significant cluster of brands is “Pulling at the heartstrings” with ads built around families and animals, a tonal choice that stands out in a year defined by AI and pharma. One widely discussed example is a campaign about lost dogs, which uses the emotional weight of missing pets to frame technology as a tool for reunion and safety. That theme dovetails with the dogs narrative in the Ring spot, suggesting that advertisers see pet protection as a powerful way to humanize smart devices.
Health and wellness brands are also leaning into softer storytelling to offset the clinical nature of their products. The same overview that describes Health and telehealth providers “everywhere” also notes that many of them are using family centric narratives rather than hard science. By showing parents, kids and pets instead of charts, brands like Liquid I.V. and Telehealth platforms are trying to make preventive care feel like an act of love rather than a chore.
Jurassic Nostalgia and Hollywood’s Super Bowl Strategy
Hollywood is using the game to tap into deep wells of nostalgia, particularly for 1990s blockbusters. Comcast’s Xfinity is reuniting Sam Neill, Laura Dern and Jeff Goldblum from Jurassic Park, turning the commercial into a mini sequel that doubles as a pitch for its services. A broader analysis of Super Bowl ad themes notes that this kind of reunion is meant to offer comfort in “troubled times,” with familiar faces and franchises providing a sense of stability even as the underlying products range from broadband to streaming bundles.
That same Hollywood strategy extends beyond dinosaurs. A detailed cost and brand breakdown highlights how entertainment companies like Xfinity and Super Bowl stalwarts are using the game to promote premium experiences that “usually only rich people get,” such as high end home theaters or exclusive content bundles. Combined with the Paramount Pictures 60-second trailer, the entertainment slate shows how studios still see the Super Bowl as a global stage for both nostalgia and new releases.
Comedy, Kinder Bueno and the Year’s Wackiest Concepts
Even with all the earnest health messaging, there is still plenty of room for pure absurdity. A ranking of the 2026 spots singles out Kinder Bueno for a sci fi and space travel themed ad built around a “no bueno / yes bueno” premise that critics call dopey but entertaining. The spot reportedly cycles through a grab bag of genres before landing on a flirtatious moment with Elle Fanning, using sheer tonal whiplash to keep viewers from looking at their phones.
Other “wackiest” entries include the Super Bowl ads highlighted in the Instacart disco campaign and other surreal concepts that lean into bright colors and oddball music. A separate overview of Super Bowl “Surprises” notes that while the majority of brands release their ads early to build buzz, some of the strangest ideas are being held back until kickoff. That strategy is meant to recreate the old fashioned thrill of seeing something truly unexpected in real time.
Who Is Actually Buying Time: From Amazon to Novo Nordisk
Underneath the creative, the roster of buyers tells its own story about the economy. A running Super Bowl Commercials List So Far shows a mix of tech giants like Amazon, consumer brands and industrial players, alongside healthcare newcomers such as Novo Nordisk. That diversity reflects how the Super Bowl has become a must buy not just for soda and chips but for any company that wants to signal it has arrived on the global stage. At the same time, the presence of multiple pharma and telehealth advertisers underscores how health has become a mainstream consumer category.
Strategic breakdowns of the ad buys emphasize that Novo Nordisk’s Strategy for Super Bowl LX is part of a longer term plan to normalize GLP 1 drugs, while consumer tech and retail brands like Amazon Alexa and Amazon’s Ring are using the game to reinforce their role in everyday life. Layered on top of that are the Beverage Brands, auto makers and financial services firms that still see Super Bowl inventory as a non negotiable line item. Together, they create a commercial lineup that is as much a map of corporate priorities as it is a parade of jokes and catchphrases.
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