What Super Bowl 2026 Commercials Got Right | A Marketing Breakdown
- 3 days ago
- 6 min read
I look forward to Super Bowl commercials every year more than the actual game, and it’s not because I’m dazzled by big budgets or celebrity cameos. It’s because the Super Bowl forces marketing to do its job under pressure. In thirty to sixty seconds, an ad has to earn attention, hold it, communicate something meaningful, and make the brand memorable, all while millions of people are actively looking for reasons to tune out.
That’s why Super Bowl ads are such a valuable case study for marketers. You don’t need a Super Bowl budget to learn from them. The same principles that make these commercials work are the same ones that determine whether your content gets watched, remembered, or ignored online.
Below are the Super Bowl 2026 commercials that worked best from a creative and marketing strategy perspective. Each one is scored on four criteria: Attention, Brand Recall, Message Clarity, and Strategic Fit. Each category is scored from 1–10, for a total possible score of 40.
Some links may be affiliate links, and all opinions here are strictly my own.
Jurassic Park – Xfinity
This was, hands down, my favorite commercial of the night. Jurassic Park is one of those rare cultural references that doesn’t require setup. The moment the music starts or the setting appears, the audience is already mentally invested. That familiarity does an enormous amount of work for the brand. Xfinity didn’t have to explain the world, it could focus on the experience AND how their product could have changed the story entirely- with one click of a button.
From a marketing standpoint, this ad succeeded because the brand didn’t fight the story. Xfinity positioned itself as a seamless part of an immersive, high-stakes environment, and made it really clear how their product could have stepped in and saved the day. The message didn’t need to be spelled out word-for-word for it to land. The takeaway for marketers is simple but important: borrowing familiarity lowers resistance. When your audience already understands the context, they’re far more willing to stay engaged longer. Attention: 10
Brand Recall: 9
Message Clarity: 8
Strategic Fit: 10
Total Score: 37/40
Lay’s– Farmer, Father, and Daughter
Lay’s took a completely different approach and still won. This commercial wasn’t flashy or joke-driven. It was quiet, emotional, and rooted in values. The story focused on legacy, hard work, and family which a are all elements that feel authentic to the brand rather than manufactured for attention.
What made this ad strong from a marketing perspective is how clearly Lays stayed in its lane. The brand was present without overpowering the story, and the message about quality and care came through naturally. For business owners, this is a reminder that emotional connection often outperforms cleverness. If your content makes people feel something genuine, it builds trust far faster than trying to impress them. With people eating Lays in real time during the Superbowl across the nation, I'd say this one was a feel good win!
Attention: 8
Brand Recall: 9
Message Clarity: 9
Strategic Fit: 10
Total Score: 36/40
Pepsi Polar Bears
So this one made me gasp out loud. LOL And I’ll admit it- I prefer Coke. BUT from a strategy standpoint, Pepsi nailed this. Using polar bears after all these years was a subtle but genius competitive jab. The joke worked because it didn’t need explaining. If you got it, you got it. If you didn’t, the ad was still entertaining.
This commercial is a great example of how inside jokes strengthen brand connection when your audience understands the reference. Pepsi has long positioned itself as the challenger brand, and this ad leaned into that identity with confidence. The lesson here is especially relevant for niche marketing: content performs better when it’s written for someone, not for everyone.
Plus, it should be mentioned that Pepsi has had a history of genius ad campaigns. So while I like Coca-Cola better, I was happy to see this!
Attention: 9
Brand Recall: 9
Message Clarity: 8
Strategic Fit: 9
Total Score: 35/40
Coinbase with The BackStreet Boys
Coinbase succeeded by doing something many brands are afraid to do: it delayed the payoff. Instead of immediately explaining itself, it relied on curiosity to keep viewers watching. In a Super Bowl environment where distractions are everywhere, that’s a risky move. BUT it worked.
From a marketing perspective, this ad reinforces the importance of hooks and thinking outside the box. Your opening doesn’t need to educate. It needs to earn attention. Clarity can come later, if you earn the audiences attention. This same principle applies to social content, emails, and blog introductions. If you can keep someone engaged long enough, they’re more open to your message. I watched this full ad mostly because I wanted to see who the company was and what they were offering. And it worked. My entire family stared at the screen waiting for the payoff, which also made it fun. It was simple, creative, and I loved it.
Attention: 10
Brand Recall: 8
Message Clarity: 7
Strategic Fit: 9
Total Score: 34/40
BudLight & The Falling Keg
Bud Light didn’t overthink this one, and that’s exactly why it worked. The commercial had everyone laughing as characters tumbled down the mountain in an over-the-top physical comedy sequence. The humor was universal, slapstick, obvious, and easy to get without any setup or prior knowledge. You didn’t need to know the brand’s backstory or understand a complex message; the joke landed immediately. I couldn’t help but laugh out loud, and I think that’s part of the brilliance. Humor is one of the most powerful tools in marketing when done well, and this ad nailed it.
For business owners and marketers, the lesson is straightforward. You don’t need to make your content complicated to get attention. Sometimes the most effective campaigns are the ones that make people feel something quickly, clearly, and enjoyably. If you can make someone laugh, smile, or feel delight in 30 seconds, your brand sticks. And that’s the goal for any marketing, not just a Super Bowl commercial.
Attention: 8
Brand Recall: 9
Message Clarity: 8
Strategic Fit: 9
Total Score: 34/40
Mr. Beast
This wasn’t my favorite ad of the night, but that’s irrelevant. What matters is that it was unmistakably Mr. Beast. The tone, pacing, and concept all aligned perfectly with his existing brand. There was no identity crisis here.
For marketers, this is an important lesson. You don’t need everyone to love your content. You need your audience to recognize it. Consistency builds trust, and trust drives action. And a LOT of people recognize Mr. Beast so this needed to be on brand.
Attention: 9
Brand Recall: 8
Message Clarity: 7
Strategic Fit: 10
Total Score: 34/40
Goodwill Dunkin
The Dunkin’ commercial was a delightful nod to the ’90s, leaning into nostalgia without feeling forced. It captured attention immediately because it tapped into shared memories that many viewers could relate to- throwback visuals, familiar music, and a playful energy that felt instantly familiar. What made this ad land so well was how it balanced that nostalgia with a subtle product tie-in. Dunkin’ didn’t have to shout “buy our coffee” at every beat; instead, the audience was reminded of the brand in a way that felt organic and enjoyable.
From a marketing perspective, this is a great example of storytelling and emotional connection. Nostalgia works because it triggers positive associations and makes the brand feel like a part of your personal history. The ad also avoided overcomplicating the message, allowing viewers to enjoy the story while still linking it back to the product naturally. For marketers, the lesson here is clear: you can make your brand memorable by creating a story that resonates emotionally first, and the product placement will follow.
Attention: 8
Brand Recall: 8
Message Clarity: 7
Strategic Fit: 8
Total Score: 31/40
When you step back and look at these commercials collectively, the common thread isn’t just big budgets or celebrity appearances, it’s clarity, relevance, and emotional connection. The ads that worked didn’t just grab attention; they told a story, tapped into familiarity or nostalgia, and made the brand feel like a natural part of the moment.
For business owners and marketers, the lesson is simple: you don’t need to reinvent the wheel or rely on flashy gimmicks to get noticed. You need to be clear, engaging, and aligned with your audience. If your content resonates and your message is easy to understand, people will pay attention AND more importantly, they’ll remember you.
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Check back for my next review on Worst Super Bowl commercials 2026 why they failed.
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