For some, the advertisements during the Super Bowl are the real entertainment — or at the very least a reprieve from the four-hour mega event. The Super Bowl garnered over 130 million viewers last year and was expected to grow in 2026, providing a massive stage for advertisers to push new products to consumers.
The cost of a 30-second commercial averaged around $8 million, with some prime-time spots exceeding $10 million. From a business standpoint, a successful advertisement can garner attention that either makes or breaks a brand. With the stakes so high, it becomes even more interesting when ads hit their mark or, in some cases, epically flop.
Below is a list of the best and worst Super Bowl commercials, along with the biggest winner and loser in each category.
The Best
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Dove – “The Game Is Ours”
Taking a more wholesome approach, Dove pushed a message of women’s and girls’ empowerment in sports. The ad paired scenes of women’s sports with upbeat music and emphasized that each purchase helps support the Body Confident Sport program. Business-wise, Dove stayed true to its branding and delivered a predictable, yet meaningful, ad.
Pringles – “Pringleleo”
Sabrina Carpenter playfully builds her dream man, “Pringleleo,” out of potato chips, eventually realizing how consuming celebrity admiration can become. The ad is clever and funny, though it leans on a familiar reference by using an attractive Pringle celebrity lookalike as the symbol of the unattainable man. Pringles has never strayed from its humorous approach, and this commercial is a welcome addition to its advertising catalog. Pringleleonardo DiCaprio???
He Gets Us – “Is There More to Life Than More?”
I guess Jesus can sometimes be advertised, too? In this 60-second commercial, viewers are dropped into a hyper-capitalistic, almost hellish world. Gamblers risk their life savings. Middle-aged men get Botox. Daredevils leap from moving cars. The electric music and intense visuals are paired with narration warning about the consequences of constantly chasing more.
The bulk of the ad criticizes society’s obsession with money, fame, adrenaline and nonstop digital distraction. Then, when viewers seem to reach a breaking point, it suddenly cuts to a brief, 8-second moment of serenity. The woman in the frame is happy and at peace. According to the advertisers, this was Jesus’ doing.
Overall, it’s a refreshing message regardless of religious affiliation. The ad clearly understands the audience of people who feel overstimulated and caught in a cycle of chasing dopamine and delivers a message that feels timely and resonant.
The Winner: Squarespace – “Unavailable”
Emma Stone throws a prima donna fit after realizing the domain name she wants is unavailable. This commercial marks her sixth collaboration with director Yorgos Lanthimos of “Poor Things” and “Bugonia.” The cinematography is polished and intentionally offbeat, with carefully framed shots that feel distinctly Lanthimos. The music heightens the tension and absurdity of the moment, making the frustration feel dramatic and oddly theatrical. Somehow, these 30 seconds make viewers more inclined to watch the duo’s other collaborations.
The Worst
Youtube TV – “Don’t Settle For Meh”
YouTube devotes a full 60 seconds to a painfully drawn-out string of puns built around the word “meh,” ultimately leaving viewers feeling exactly that about the product. Considering the star-studded cast of Jason Kelce, Gordon Ramsay and Christian McCaffrey paired with an immense budget, they really dropped the ball on this one. Bring back YouTube Rewind!
Wix – “The New Way to Create”
We’ve been hearing for years how “using (insert brand’s) AI-assisted tool gadget thingy can make your dreams a reality, too.” This ad is boring and uninspiring, to say the least. It feels like a final project made for a marketing class on Canva Pro. No hate toward the product itself, but in today’s world, fast-hitting ads are the only way to grab attention. Wix, I’m still yawning.
Hims and Hers – “Rich People Live Longer”
This ad follows the same playbook as most weight loss or health aesthetic brands, showing a grim snapshot of the American healthcare system and its disparities. During the big game, the last thing I want to think about is weight loss while I’m downing my eighth pig in a blanket. It ends with a vague and ultimately unpersuasive pitch for the company’s telehealth services. The hypocrisy of criticizing rich people while spending millions on this ad is glaring. Once again, it’s uninspiring and a little unsettling. Our health is not a product that can be bottled up and sold.
The Loser: Svedka –- “Shake Your Bots Off”
Hahahaha. What was that? You almost have to feel bad for Svedka, considering this ad aired immediately after Bad Bunny’s lively halftime performance. That’s about the only credit it deserves. The robots were clearly AI-generated and completely soulless. Uncanny valley to the max. The party didn’t even look fun, and most viewers were probably more distracted by the robotic remix of “Super Freak” than anything else.
With millions of dollars and potential sales on the line, these commercials had one job: stand out. A few succeeded, a few didn’t. In a night built on spectacle, being forgettable might be the biggest loss of all. Maybe the Patriots can drown their loss with the Svedka marketing team.
