One of the most anticipated dates in the world of sports is approaching: Super Bowl LX.
The final of the National Football League once again captures the attention of audiences around the world. It is not merely because the New England Patriots and the Seattle Seahawks will be facing off, or because Green Day—a punk rock band whose ideals are the complete opposite of the President of the United States—will perform the opening show. Nor is it solely due to the fact that, considering the current situation in the country, Bad Bunny, the most famous Puerto Rican artist worldwide, is set to deliver the halftime show, singing in Spanish. Instead, it is also because of the tremendous impact this event has on the advertising sector.
Last year, we witnessed the first ChatGPT commercial, and Stitch stormed the field, causing chaos among event staff. What will happen this year? We are analyzing the best commercials that have been released so far.
We always enjoy witnessing brand rivalries; they inject excitement into the scene. And when those in competition have been lifelong archrivals, it is even more compelling.
Pepsi “hired” Coca Cola’s polar bear to subject him to the ultimate test: taste both a Coca-Cola and a Pepsi, and choose your favorite. Take a guess as to which one the bear selected.
Continuing with the theme of “brand wars,” for its Super Bowl debut, Anthropic has openly challenged OpenAI.
The company released several videos parodying a user’s conversation with an AI, in which, after responding to a question, the AI recommends apps or tools that could assist with the query. This is something that OpenAI has confirmed will be introduced in ChatGPT. Therefore, Anthropic’s decision to include this statement in its advertising campaigns is quite noteworthy: “Ads are coming to AI. But not to Claude. Keep thinking.” In this way, the tech company affirms that it will not incorporate advertisements into its artificial intelligence.
And as for Sam Altman, although he found it amusing, he was not entirely pleased, as he mentioned on his X profile.
Ads are coming to AI. But not to Claude. Keep thinking. pic.twitter.com/n2yECeBWyT — Claude (@claudeai) February 4, 2026
Ads are coming to AI. But not to Claude. Keep thinking. pic.twitter.com/n2yECeBWyT
— Claude (@claudeai) February 4, 2026
This year, Squarespace has made a significant bet. The company has enlisted the talents of one of the world’s most acclaimed film directors, Yorgos Lanthimos, along with his “muse,” actress Emma Stone, to announce its Super Bowl commercial spot.
In the commercial, they address a common challenge many eCommerce businesses face when searching for a domain name for their website: the desired domain is often unavailable. The solution, according to Squarespace, lies with their services, where “they now have more domains than ever.”
And now for the question that interests us: would this commercial make it into your Top 4 on Letterboxd?
We have previously discussed the great variety of smart glasses that have started to make their way to market, promising to shape the future. The most recent examples are the Pickle 1, the Ray-Ban by Meta, the Aria, the Orion… And now, Meta Oakley has arrived at the Super Bowl.
To this end, they have assembled a cast of stars featuring former NFL player Marshawn Lynch, legendary filmmaker Spike Lee, golfer Akshay Bhatia, and renowned Olympic skateboarder Sky Brown, among other international figures. In the commercial, Meta’s technology is utilized in Oakley frames to record videos from a first-person perspective, check the weather, and converse with a real-time assistant, among other functions. The advertisement was developed by Mother LA.
When Bad Bunny announced his participation in the Super Bowl, he issued a challenge to the American public: they had four months to learn Spanish before his halftime performance. And e.l.f did not hesitate to respond.
For their campaign, they cast American actress Melisa McCarthy in a commercial styled after a true telenovela. In this way, the brand connects directly with Latin American culture. The actress strives to learn to speak Spanish and master the pronunciation of the “r,” so that she will be ready for the performance, thanks to the assistance of Nicholas González, reprising his doctor role as in The Good Doctor. To achieve this, she uses one of e.l.f’s lip glosses.
Uber Eats once again features Matthew McConaughey in its campaign (yes, I was also surprised to have spelled his surname correctly), but this time, he is up against Bradley Cooper. The commercial continues with McConaughey defending last year’s conspiracy theory that “food is for football,” though he fails to convince Cooper. The singer and TikTok personality Addison Rae also makes an appearance.
In this way, the food delivery platform invites the audience to order food on Uber Eats during the Big Game. This campaign includes several teasers, together forming a complete storyline.
Special Us is the agency behind this campaign.
Potato chips, a love story, and Sabrina Carpenter. Pringles has played its cards exceptionally well this year.
In its commercial spot, the singer of the moment invents a man made entirely of Pringles chips, “Pringleleo,” because she is tired of the men she usually dates. In the end, Pringleleo is so irresistible that he is ultimately destroyed (and eaten) by his fans and even by Sabrina herself. The spot ends with the iconic phrase: “Once you pop, you cannot stop.”
A straightforward concept, but one that captures attention. The agency responsible for the spot is AOR BBDO (formerly known as Foote, Cone & Belding).
These are just some of the commercials that will be featured in the Super Bowl on February 8. They can only generate more anticipation for what will surely be “un baile inolvidable” as Bad Bunny says in onw of their songs.
Image: Pepsi
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