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The most watchable Super Bowl LX ads used familiar Big Game ingredients—celebrity cameos, comedy, nostalgia and recognizable entertainment properties—while technology and artificial intelligence became more visible themes. This postgame guide separates commercials confirmed as part of the broadcast from digital-first campaign videos and movie or television trailers released around the event.
The best Super Bowl LX commercials were not necessarily the loudest or most star-studded. The most watchable spots used celebrity cameos, nostalgia, comedy, familiar entertainment properties and large visual ideas to make a clear point quickly. Technology and artificial intelligence were also unusually visible themes in the advertising conversation.
This is a postgame guide to the commercials and trailers associated with Super Bowl LX, which took place on February 8, 2026, at Levi’s Stadium in Santa Clara, California. It separates commercials that were part of the broadcast from digital-first and pregame releases, then treats movie and television trailers as a separate category. That distinction matters: a video released around the Super Bowl was not necessarily shown during the live game.
Our picks: the most watchable Super Bowl LX ads and trailers
“Best” is an editorial judgment, not an objective ranking. These selections use a combination of creative clarity, execution, brand connection, cultural recognition, replay value and audience response. YouTube’s official AdBlitz results are useful supporting evidence, but views and engagement do not prove that an advertisement was artistically superior to every other spot.
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Project Hail Mary: the clearest movie-trailer standout
Amazon MGM Studios released an official Super Bowl final trailer for Project Hail Mary, starring Ryan Gosling. The studio identified the film as scheduled for theatrical and IMAX release on March 20, 2026.
The trailer stood out because it gave the Big Game audience a complete, easily understood promise: a science-fiction mystery built around an astronaut facing an enormous problem far from home. It also had the advantage of being more than a short promotional fragment. The trailer established a recognizable premise, a large theatrical scale and a direct reason to remember the title after the game.
For viewers who want the story behind the film, Project Hail Mary by Andy Weir is the direct companion read. It is the published science-fiction novel on which the film is based, not a collection of Super Bowl material and not required reading before seeing the movie. Penguin Random House documents the novel and its Ballantine Books publication, including a U.S. hardcover edition.
Why it works as a Big Game trailer: it connects a familiar event-TV audience with a clearly defined theatrical release, while giving science-fiction readers a natural route to the source material.
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AP’s Super Bowl advertising preview highlighted an Xfinity promotion built around Jurassic Park nostalgia. The reference offered immediate recognition, but the useful question is not simply whether a famous property appeared. The stronger measure is whether the reference creates a fresh joke, situation or emotional angle for the brand.
That is the challenge with nostalgia advertising in general. A recognizable character, setting or piece of music can earn attention instantly, but the commercial still needs to explain why that property belongs in the ad. Xfinity’s use of the Jurassic Park world was one of the more notable examples of a brand trying to turn franchise recognition into a new promotional idea rather than relying on recognition alone.
Budweiser’s returning Clydesdales
The Budweiser Clydesdales remained one of the event’s most recognizable advertising icons. Their return demonstrated why brands continue to use long-running symbols during the Super Bowl: the audience understands the emotional language before the commercial has fully explained itself.
The Clydesdales are also a useful contrast to celebrity-driven campaigns. A famous actor or musician can generate an immediate headline, while an established brand icon carries accumulated familiarity. The creative burden is to give that icon a meaningful story or memorable situation rather than treating its appearance as sufficient entertainment on its own.
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Celebrity campaigns that used fame as part of the joke
Celebrity casting was one of the clearest patterns across the 2026 advertising field. AP highlighted campaigns involving figures including Kendall Jenner and George Clooney. ABC News also reported on commercials involving the Backstreet Boys and Ben Affleck.
The strongest celebrity ads were those in which the performer did creative work. That might mean self-parody, a deliberately unexpected role, a recognizable performance style or a joke that would not function as well with an anonymous actor. A celebrity’s name alone is not a reason to call a commercial one of the best; the appearance must improve the idea.
Celebrity self-parody was especially well suited to the Super Bowl format. Viewers often understood the reference immediately, allowing the commercial to move quickly from recognition to the actual joke. The weaker version of this formula is simply a parade of famous people with no clear relationship to the product.
The major creative patterns in the 2026 Super Bowl ad field
Comedy was still the default language
Humor remained the dominant Super Bowl advertising format, but “funny” covered several different approaches:
- Celebrity self-parody: a well-known person exaggerated or mocked their public image.
- Absurd escalation: an ordinary product situation grew into an intentionally unreasonable visual event.
- Nostalgia-based humor: a familiar franchise or cultural reference was placed in a new context.
- Wordplay: the commercial built its payoff around a phrase, name or product feature.
- Mock-serious demonstrations: the ad treated a trivial benefit with the dramatic seriousness of a major scientific or athletic breakthrough.
Comedy is valuable in a crowded advertising break because it can produce an immediate payoff. It also carries a risk: a joke can be remembered while the brand is forgotten. The best spots connected the punchline to the product instead of adding the brand name at the very end.
Nostalgia worked best when it added a new angle
Recognizable entertainment properties continued to provide instant context. The 2026 field included the Jurassic Park-related Xfinity promotion and a broader slate of franchise-driven entertainment marketing.
Not every familiar property deserved standout status. A reference is most effective when it changes the meaning of the scene, supplies a new joke or gives the audience an emotional reason to care. Simply placing a famous character or song next to a product may buy attention, but it does not automatically create a good commercial.
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AI and technology became visible advertising subjects
Artificial intelligence and technology messaging received unusual attention in coverage of the 2026 Super Bowl ads. AP specifically identified AI as one of the year’s notable themes and reported on Anthropic’s positioning around an ad-free chatbot.
That claim should be understood as a statement about the company’s advertising position, not as proof that every technologically unusual commercial was generated with AI. A strange visual style, synthetic-looking image or automated voice is not enough to establish how an ad was produced. There is an important distinction between an advertisement about AI and an advertisement made with generative AI.
Technology ads also faced a higher clarity standard. Viewers needed to understand what the product did, why it mattered and how the brand differed from its competitors. A vague promise about the future could attract attention without creating a useful message.
Super Bowl LX movie trailers and entertainment promotions
Movie trailers were a substantial part of the Super Bowl LX advertising landscape. Fox Sports’ trailer roundup provides a useful secondary index of the titles promoted around the event, but an industry roundup should not be treated as a definitive broadcast log.
For each trailer, the safest verification method is to check the official upload from the relevant studio, distributor or platform. This is particularly important for:
- whether the video was shown during the live broadcast or released online around the game;
- the exact trailer or spot title;
- cast and character information;
- theatrical, streaming or television release dates; and
- whether the video remains available after the event.
Project Hail Mary is the strongest verified trailer entry in this guide because Amazon MGM Studios supplied an official Super Bowl final trailer and a specific theatrical and IMAX release statement. Other titles can be useful discoveries through trailer roundups, but they should be added to a definitive list only after matching them to an official studio or distributor source.
Where to watch the 2026 Super Bowl commercials
Start with YouTube’s official AdBlitz ecosystem. YouTube maintains a dedicated Super Bowl archive containing both conventional commercials and trailer-style promotional videos. After the game, it also publishes AdBlitz performance results.
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- Open the official YouTube Super Bowl or AdBlitz archive.
- Search for the advertiser, studio or campaign name.
- Prefer the advertiser’s, studio’s or platform’s own upload when one is available.
- Use third-party compilations for discovery, not as the primary authority for cast, campaign, release-date or broadcast-status claims.
- Check the upload date and description before assuming that a video aired during the game.
The archive is also useful because it reflects the way modern Super Bowl campaigns work. Some brands release teasers before kickoff, publish a longer version online, or use a digital-first video to build attention without purchasing the same live-broadcast placement. Those videos may be culturally important even when they were not part of the game’s commercial break.
How the AdBlitz results should be interpreted
YouTube’s official post-event AdBlitz ranking used views and engagement recorded during February 1–12, 2026. That makes it the strongest performance signal in the supplied research, but it still measures platform response rather than objective creative quality.
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For that reason, a defensible roundup should use labels such as our picks, the most watchable commercials or the ads viewers kept talking about. It should not describe a spot as the definitive or objectively best ad based on a single ranking.
A practical rubric for judging the best Big Game ads
When comparing commercials from the 2026 game, ask these six questions:
- Can the concept be explained in one sentence? If the premise requires a long explanation, the commercial may not have communicated efficiently.
- Does the execution land? Consider the joke, visual effect, performance, emotional beat or reveal.
- Is the brand connected to the idea? The product should be part of the creative logic, not merely identified in the final frame.
- Does the celebrity, character or song add something? Recognition should strengthen the commercial rather than substitute for an idea.
- Would you watch it again? Replay value is especially important for commercials released online after the broadcast.
- What does the audience evidence show? Use AdBlitz views and engagement as supporting context, while keeping their measurement period and platform visible.
Broadcast commercials, pregame spots and trailers are not the same thing
Super Bowl coverage often groups every video released near the game into one list, but readers benefit from a more precise classification:
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| Category | What it means | How to describe it |
|---|---|---|
| Broadcast commercial | A paid advertisement confirmed as part of the live television broadcast. | “Aired during Super Bowl LX,” but only when a reliable source confirms it. |
| Digital-first or pregame spot | A teaser, extended ad or campaign video released before or around kickoff. | “Released online ahead of the game” or “associated with the Super Bowl campaign.” |
| Movie or television trailer | Entertainment marketing promoted around the Big Game. | Keep it in a separate trailer section and verify the studio upload and release information. |
Adweek’s commercial tracker can help with advertiser lists, campaign status and industry context, but it should not be treated as an official log of every spot shown in the broadcast. Individual videos still need to be checked against primary uploads or reliable event reporting.
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Frequently asked questions
When was Super Bowl LX?
Super Bowl LX took place on February 8, 2026, at Levi’s Stadium in Santa Clara, California.
Where can I watch the Super Bowl 2026 commercials?
YouTube’s official AdBlitz archive is the best starting point. For individual videos, use the advertiser’s, studio’s or platform’s official channel whenever possible.
What was the clearest movie trailer associated with Super Bowl LX?
Project Hail Mary is the clearest verified trailer entry in this guide. Amazon MGM Studios released an official Super Bowl final trailer starring Ryan Gosling and stated that the film was scheduled for theatrical and IMAX release on March 20, 2026.
Is there a definitive list of the best Super Bowl commercials?
No. “Best” depends on the standard being used. YouTube AdBlitz performance, editorial judgment, cultural memorability and creative quality can point to different winners, so a transparent roundup should identify its criteria.
Did every popular Super Bowl ad air during the live game?
No. Brands frequently release teasers, extended versions and digital-first videos before or after kickoff. A video’s presence in the AdBlitz archive does not by itself prove that it aired during the broadcast.
Frequently Asked Questions
When was Super Bowl LX?
Super Bowl LX took place on February 8, 2026, at Levi’s Stadium in Santa Clara, California.
Where can I watch the 2026 Super Bowl commercials?
Start with YouTube’s official AdBlitz archive, then use the advertiser’s, studio’s or platform’s official upload for individual commercials and trailers.
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Project Hail Mary was the clearest verified trailer entry. Amazon MGM Studios released an official Super Bowl final trailer starring Ryan Gosling and identified a March 20, 2026 theatrical and IMAX release.
Is there a definitive list of the best Super Bowl commercials?
No. “Best” is an editorial judgment. AdBlitz views and engagement, creative quality, cultural memorability and reputable editorial coverage are useful but different signals.
The Bottom Line
Bottom line: Super Bowl LX’s advertising field was best understood as a mix of comedy, celebrity, nostalgia, franchise recognition and increasingly visible technology messaging. Start with YouTube AdBlitz for official replays, treat its February 1–12 performance data as audience evidence rather than a verdict, and keep broadcast ads separate from digital-first spots and trailers. Among the verified movie promotions, Project Hail Mary offered the clearest combination of an official Super Bowl trailer, a confirmed theatrical and IMAX release, and a published source novel.
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