An analysis of Super Bowl LX advertising themes and how to apply them without the $8 million-dollar price tag
The Big Picture
Super Bowl 60 (February 8, 2026) represents a pivotal moment in advertising, with brands paying a record $8 million for 30 seconds of airtime. But beyond the celebrity cameos and massive budgets, five clear trends are emerging that any business can adapt. I’ve been watching and analyzing the ads as they have been released before the Big Game, and here’s what’s working—and why it matters for your marketing.
Trend 1: The Return of Light-Hearted Humor (Feelings OVER Features)
What’s Happening: After several years dominated by heavy social commentary and emotional drama, brands are pivoting back to humor as their primary vehicle for engagement. I’m seeing a massive shift toward entertainment and escapism.
The Evidence:
- Bud Light’s “Keg”: Wedding guests (including the bride!) chase a runaway keg to Whitney Houston’s “I Will Always Love You”—pure comedy over beer features
- Raisin Bran’s “Will Shat”: I was LOLing at this one immediately. William Shatner as a “bran ambassador” bringing “fiber to the masses” with bathroom humor. Product benefit? Yes. But delivered through laughs.
- Nerds featuring Andy Cohen: The Bravo host bringing his “juicy” personality to candy—it’s about the vibe, not the ingredients.
- Pepsi Zero Sugar: Taking direct shots at Coca-Cola with taste tests and polar bears—entertaining brand rivalry paired with the nostalgia of the Coca-Cola polar bears we’ve all known for decades.
Why It Works: Funny ads generate exponentially more social media sharing and create stronger memory encoding than dramatic content. Plus, comedy rarely generates backlash when done well.
Small Business Application:
- Don’t lead with features in your social content—lead with what makes people smile
- Use self-deprecating humor about common customer pain points (like Raisin Bran acknowledging fiber’s reputation)
- Create content worth sharing for entertainment value, not just information
- Be playful with competitors (where appropriate) to show confidence
Action Step: Review your last 10 social posts. If more than 6 are feature or benefit focused rather than feeling-focused, rebalance your content calendar toward emotion and feelings.
Trend 2: Deeply Human Stories and Emotional Authenticity
What’s Happening: The counter-trend to humor is profound emotional storytelling—but with restraint and sincerity, not manipulation.
The Evidence:
- Toyota’s “Superhero Belt”: A grandfather fastening his grandson’s “superhero belt” (seatbelt) in a 1990s RAV4, then decades later, the grown grandson helping his grandfather into a 2026 RAV4. The vehicle barely matters—the generational bond does.
- Dove’s “The Game is Ours”: Over 90 young female athletes celebrating what their bodies can do, not how they look—addressing body confidence issues that cause girls to quit sports
- Squarespace with Emma Stone: Described as a “cinematic, deeply human story” directed by art-house filmmaker Yorgos Lanthimos. Opens with a teary-eyed Stone—we don’t even know what the product connection is yet, but we’re hooked emotionally.
- Rocket Mortgage/Redfin: Lady Gaga covering Mr. Rogers’ “Won’t You Be My Neighbor?”—tapping into homeownership as community connection, not just a transaction.
The Pattern: These ads sell feelings first: belonging, legacy, confidence, community. The product is simply the vehicle for experiencing that feeling.
Small Business Application:
- Tell customer transformation stories, not just product success stories
- Show the “why” behind what you do—your founder’s story, your mission, what you stand for
- Highlight multigenerational connections if relevant (family businesses, long-time customers)
- Focus on identity and values your customers want to embody
Action Step: Interview one long-time customer about how your product/service connects to their life story. Turn that into a 60-second video testimonial that focuses on them, not you.
Trend 3: Health & Wellness Goes Mainstream Through Purpose-Driven Marketing
What’s Happening: Healthcare and wellness brands are buying prime Super Bowl spots and making social impact central to their messaging—signaling this is no longer a niche concern.
The Evidence:
- Hims & Hers: “Rich People Live Longer”—stark message about healthcare inequality
- Novo Nordisk: Wegovy’s Super Bowl debut with celebrities discussing GLP-1 weight loss journeys
- Novartis: “Relax Your Tight End” featuring NFL tight ends (Gronkowski, Kittle) and coaches, urging prostate cancer screenings
- Boehringer Ingelheim: Octavia Spencer & Sofía Vergara promoting diabetes and blood pressure screenings with “Detect the SOS” campaign
- Ro: Healthcare company with Serena Williams as GLP-1 ambassador
- Dove: Third consecutive year addressing young girls’ body confidence and sports participation
The Shift: These aren’t pharma ads with fast-talking disclaimers. They reflect brands’ recognition that modern consumers—especially younger demographics—expect companies to take stands on social issues and contribute to public well-being beyond pure product promotion.
Small Business Application:
- Connect your product to a broader mission (sustainability, community health, education)
- Partner with relevant nonprofits for cause marketing initiatives
- Show your business practices that demonstrate values (local sourcing, employee wellness programs)
- Be authentic—consumers can spot purpose-washing from a mile away
Action Step: Identify one social or health issue that authentically connects to your business. Create one quarterly campaign that addresses it while naturally incorporating your product/service.
Trend 4: Nostalgia as Emotional Shortcut
What’s Happening: Brands are leveraging cultural memories through music, celebrity reunions, and retro references to bypass consumer skepticism.
The Evidence:
- Budweiser: Whitney Houston’s “I Will Always Love You” soundtrack
- Rocket Mortgage: Mr. Rogers’ “Won’t You Be My Neighbor?” reimagined by Lady Gaga
- Michelob Ultra: “Eye of the Tiger” by Survivor in their Olympic-themed spot with Kurt Russell
- Instacart: Spike Jonze directing Ben Stiller—bringing together iconic creative talent from past decades
- Uber Eats: Matthew McConaughey continues his character, now with Bradley Cooper and Parker Posey (his “Dazed and Confused” co-star)
Why Nostalgia Works: It creates instant emotional connection through shared cultural memories, making audiences more receptive to your message.
Small Business Application:
- Reference local history or community touchstones in your marketing
- Use throwback and nostalgia content that ties to your brand story
- Partner with legacy local brands for co-marketing that celebrates shared history
- Incorporate retro design elements that evoke specific eras your audience remembers fondly
Action Step: Create a “Then & Now” content series showing how your business, your industry, or your customers’ lives have evolved over time.
Trend 5: AI and Tech Innovation on Display (The Future Is Here)
What’s Happening: Multiple brands are showcasing AI capabilities or using AI in ad creation itself—making cutting-edge technology accessible and relevant.
The Evidence:
- Svedka Vodka: “Collaboration between man and machine”—entire ad created with AI, featuring their Fembot mascot choreographed through a TikTok dance challenge
- Meta: Promoting Oakley Meta Performance AI glasses with athletes and creators showing real-world AI applications
- OpenAI: Returning for second consecutive year (after ChatGPT’s debut last year)
- Google: Showcasing Gemini AI capabilities
- Wix: Launching Wix Harmony, their flagship AI platform for website creation
- Base44 (Wix-owned): AI-powered app development—”from idea to millions of apps in less than a year”
The Message: AI isn’t coming—it’s already here and practical. These ads normalize AI as a tool, not a threat.
Small Business Application:
- Experiment with AI tools publicly and share your learnings with customers
- Show how technology improves customer experience (AI chatbots, personalization, automation)
- Demystify your process by explaining how you use modern tools without losing the human touch
- Stay current—showcase that you’re forward-thinking even as a small business
Action Step: Pick one AI tool relevant to your business (chatbot, design tool, analytics, content creation). Use it for 30 days, then create content about how it’s improving your service.
The Overarching Theme: Feelings vs. Products
Looking across all 40+ confirmed Super Bowl 60 advertisers, here’s the clear pattern:
Products mentioned explicitly: About 30%
Emotional hooks, humor, or values: 100%
Even the most product-focused ads (like pharmaceutical companies with specific drug names) lead with emotional storytelling or social purpose.
The Ratio That Works:
- 80% feeling/story/entertainment
- 20% product/feature/call-to-action
This applies whether you’re:
- Selling beer (Bud Light’s wedding keg chase)
- Promoting yogurt (Oikos climbing a hill)
- Offering mortgages (Rocket’s neighborly community message)
- Building websites (Squarespace’s tearful Emma Stone moment)
Budget-Friendly Tactics
Here’s what these Super Bowl campaigns do that costs nothing or nearly nothing:
1. Extended Storytelling (Not Just the :30 Spot)
Almost every brand released:
- Multiple teasers before the game
- Behind-the-scenes content
- Extended cuts online
- Social media cutdowns
- QR codes for deeper engagement
Your Move: Turn one piece of content into 8-10 assets across platforms
2. Celebrity Partnership Evolution
Rather than one-off celebrity appearances, brands are building ongoing relationships:
- Bud Light: 2nd year with Post Malone, Shane Gillis, Peyton Manning
- Uber Eats: 6th consecutive year, building on previous McConaughey character
- Serena Williams as Ro’s “GLP-1 patient ambassador”
Your Move: Develop ongoing relationships with local micro-influencers (500-10K followers) instead of one-off posts
3. User-Generated Content Integration
- Svedka: TikTok dance challenge with winner’s moves incorporated into the commercial
- Demonstrates that audience participation increases investment
Your Move: Run contests where customer submissions become your actual marketing content
4. Strategic Streaming-Only Placements
Several brands (Oikos, Tecovas, Raisin Bran) chose Peacock streaming-only ads:
- Lower cost
- More targeted audience
- Still “Super Bowl” credibility
Your Move: Consider platform-specific content rather than trying to be everywhere
5. Meme-Worthy Moments
The most successful ads create specific moments designed to become memes:
- “Will Shat” bathroom humor
- Kendall Jenner betting on the “Kardashian Kurse”
- Polar bears choosing Pepsi over Coke
Your Move: Create content with one specific, shareable moment—not a comprehensive message
Three Campaigns Small Businesses Should Study
1. Lay’s “Where It All Begins”
Why: In a night dominated by spectacle and punchlines, the farm-to-table story stood out for its restraint and sincerity
Lesson: You don’t need celebrities or big jokes. Authentic “behind the scenes” of where your product comes from can differentiate you when everyone else is shouting.
Small Business Application: Create a “day in the life” series showing your sourcing, creation process, or team behind the scenes.
2. Fanatics Sportsbook “Bet on Kendall”
Why: Leaned into cultural conversation (Kardashian Kurse meme) with self-aware humor
Lesson: If there’s a meme or cultural conversation about your industry, jump in with a knowing wink rather than being defensive.
Small Business Application: Monitor social media for trends or jokes about your industry. Create content that shows you’re in on the joke.
3. Dove’s “The Game is Ours”
Why: Third consecutive year on the same mission (body confidence for young athletes) with measurable research (1 in 2 girls quit sports by age 14 due to body confidence)
Lesson: Consistency on a mission builds brand meaning. One campaign won’t do it.
Small Business Application: Choose one cause or value and commit to it for 3+ years with regular content and initiatives.
Your Super Bowl 60 Marketing Playbook
This Week:
□ Audit your last 20 pieces of content: How many lead with feelings vs. features and benefits?
□ Identify 3 customer stories that show emotional transformation
□ Pick one cultural touchstone (song, movie, local history) to reference
This Month:
□ Create 1 piece of humor-first content about your industry
□ Interview a long-time customer about their journey with your brand
□ Launch 1 user-generated content campaign
□ Test 1 AI tool and share what you’re learning
This Quarter:
□ Develop an ongoing relationship with 2-3 collaborators or micro-influencers
□ Choose 1 social cause that authentically connects to your business
□ Create a “then & now” content series
□ Turn 1 big piece of content into 10+ smaller assets
The Bottom Line
Super Bowl 60 ads prove what’s always been true but often forgotten: People don’t buy products. They buy feelings, identities, and stories they want to be part of.
The brands spending $8 million for 30 seconds aren’t doing it differently than you—they’re just doing it BIGGER.
The fundamentals remain:
- Make them feel something (humor, nostalgia, inspiration, belonging)
- Show them who they become with your product
- Give them a story worth retelling
- Stand for something beyond your bottom line
- Be consistently present, not occasionally loud
You don’t need a Super Bowl budget to apply Super Bowl strategy.
Start with one trend from this analysis. Implement it consistently for 90 days. Measure what resonates. Then layer in another.
Because while they’re spending millions to reach everyone, you have something more valuable: the ability to deeply connect with your specific audience in ways that actually matter to them.
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