Full Breakdown
Super Bowl 60 Commercials: Highlights and Lowlights
2/10/2026, 5:56:15 PM
Overview of the Event
Super Bowl 60, held on February 8, 2026, featured the Seattle Seahawks defeating the New England Patriots 29-13. However, the event is equally renowned for its commercials, which are a significant draw for viewers. With 30-second ad spots costing between $8 million and $10 million, brands invest heavily in creating memorable advertisements that resonate with audiences.
Best Commercials of Super Bowl 60
The standout commercial this year was Budweiser's "American Icons," which tells the story of a Clydesdale horse nurturing a bald eagle, set to Lynyrd Skynyrd's "Free Bird." This ad not only captured the hearts of viewers but also topped the USA TODAY Ad Meter with a score of 4.00. Other highly rated commercials included Lay's "Last Harvest," which focused on a heartfelt farm narrative, and Pepsi's "The Choice," featuring a polar bear choosing Pepsi over Coke in a humorous blind taste test.
Dunkin's "Good Will Dunkin'" also garnered attention, featuring a star-studded cast including Ben Affleck, Jennifer Aniston, and Matt LeBlanc, and received a rating of 3.48. Michelob Ultra's "The ULTRA Instructor" and Uber Eats' "Hungry for the Truth" were also well-received, showcasing the blend of humor and celebrity appeal that characterizes successful Super Bowl ads.
Notable Trends and Themes
This year's commercials reflected broader cultural themes, including a focus on community and emotional storytelling. Many ads, such as Rocket Mortgage's featuring Lady Gaga, invoked nostalgia and a call for unity, resonating with viewers amid a backdrop of societal challenges. The presence of AI in advertising was also notable, with brands like OpenAI and Anthropic attempting to integrate technology into their narratives, although responses were mixed.
Criticism of Commercials
Despite the successes, several ads received negative feedback. Coinbase's "Everybody Coinbase," which featured a karaoke-style singalong to the Backstreet Boys' song, was criticized for its unclear messaging and finished last in the USA TODAY Ad Meter with a score of 2.06. Other poorly received commercials included Svedka's "Shake Your Bots Off," which was deemed awkward and unmemorable, and Hims & Hers, which faced backlash for its tone-deaf approach to healthcare messaging.
Official Statements & Responses
Anheuser-Busch's chief commercial officer, Kyle Norrington, expressed pride in Budweiser's ad, stating, "We wanted to bring to life the idea of celebrating two icons, the Budweiser Clydesdale and the American Bald Eagle." Meanwhile, the mixed reception of AI-themed ads prompted discussions about the effectiveness of technology in conveying emotional narratives.
Conclusion
Super Bowl 60 showcased a diverse array of commercials that ranged from heartwarming to humorous, reflecting current cultural sentiments. While some brands successfully captured viewer attention and affection, others struggled to connect, highlighting the high stakes and fierce competition inherent in Super Bowl advertising. As brands continue to navigate this landscape, the balance between creativity, messaging, and audience engagement remains crucial for success.
