Super Bowl 2026 Advertising - Was It the Break We Needed?

Source: NBC

It’s no secret that I watch the Super Bowl just for the advertising. But this year I did something that I have not done in probably over twenty years … I watched them in a crowded bar so I could feel the crowd reaction.

But what struck me is that there wasn't much reaction at all. A few laughs at celebrity appearances. A few winces at others. That was it.

And I think I know why. The marketers read the room.

They understand where we are right now. People don't want anything polarizing from brands. At a time when almost anything can look like a political statement, brands played it safe.

So they didn't go bold. They showed up with the everyday things we recognize and accept without debate. And they brought something familiar and comfortable with them: celebrities. About 70% of the spots used celebrities, many of them with multiples in one spot. In fact there were over 100 celebrity sightings talking us through our daily lives, staying out of controversy.

As a result, it felt comfortable. No big reactions, just a sense of comfort and familiarity.

Here are some examples …

Donuts in the morning by Dunkin’ with Ben Affleck along with Jennifer Aniston, Matt LeBlanc, Jason Alexander, Ted Danson, Alfonso Ribeiro, Jaleel White, Jasmine Guy and Tom Brady. What a lineup!

A cold beer by Bud Light with Post Malone, Shane Gillis, and Peyton Manning.

Getting your taxes done by Turbo Tax with Adrien Brody.

Fiber in your diet (yes, fiber is having a moment) by Raisin Bran with William Shatner.

Going grocery shopping by Instacart with Benson Boone and Ben Stiller.

No revolutionary insights here. No attempts to change the world or make a statement. Just brands showing up on the world's biggest stage and telling us they're still here for the ordinary stuff that no one is going to fight over. With their celebrity friends to break through and make us smile. Maybe even giggle.

Guess what? It worked. On a stage this big and bold, the audience would have rejected anything else.

But what's interesting is that the approach created space for creativity. Bolder messaging would have overshadowed it. The craft shined through, and as someone who loves this industry, I always appreciate the craft.

I loved watching all of the creativity.

We needed the light-hearted approach this time around. We needed the familiar faces and the entertainment value.

It was a nice break.

What’s your take on this year’s crop of Super Bowl advertising? What's your experience? JIM