Super Bowl 2026 Advertising - Best in Show

Every year after the Super Bowl, I pick what I consider to be the best advertising of the game. The Best in Show. It's generally quite easy, but if I'm honest this year it was a struggle.

As I mentioned in yesterday's post, brands played it safe. No big bets and no risky moves. No one drew a line in the sand to stand out. So I had to parse through the field carefully to find a winner.

Alas, there was one spot in particular that produced tears at the crowded bar where I was watching, and in reality I should have known this one was a winner because I had spotted it in previews.

The winner for me this year is Redfin/Rocket Mortgage, featuring the song "Won't You Be My Neighbor?" reimagined by Lady Gaga. We got a behind-the-scenes look the week before of Lady Gaga recreating the song in the studio. But during the game, we saw the real story unfold as we witnessed reluctant new neighbors starting to depend on each other, turning their houses into homes next to each other, and building relationships as they face life’s struggles together.

The spot is just pure honesty and emotion without a lick of selling. Well, actually the brand is selling us belonging, nurturing, and community. The exact things we are hungry for right now.

The storytelling is genuine and the song choice is perfect, channeling Mr. Rogers at a time of need. Lady Gaga's voice and lyric carry it, reminding us that sometimes the boldest move isn't a big declaration but quiet softness. It’s the message that makes it powerful.

For a runner-up, I'd point to Manscaped. A spot about post-trim hairballs singing a ballad to their men is joyfully ridiculous and honestly relatable all at once. Perfection. It doesn’t pretend to be more than it is. It just makes us laugh and feel seen, and gives us permission.

One more: an honorable mention to Dove. Year after year, this brand delivers consistency and purpose, in true brand fashion. Dove shows up for girls' self-esteem, supercharging the next generation once again in the process. Such impact. It simply makes you want to join in and Dove gives us a way to do just that. “The Game is Ours.”

In a nutshell, I started out the night looking for bold. I wanted to see brands go out on a limb. But what I got was honesty and authenticity.

Turns out, that was the best play after all.

What are your picks? What's your experience? JIM