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Souleful Marketing’s Top 5 Super Bowl Commercials of 2026

  • Writer: Charlie Soule
    Charlie Soule
  • Feb 9
  • 3 min read

Every year, Super Bowl commercials transform from 30-second spots into pop-culture moments, blending emotion, humor, and sheer creative energy. Super Bowl LX was no different — and this year’s lineup had an especially noticeable theme: AI took center stage in advertising. Read on for our picks for the Top 5 Super Bowl ads and what they mean for marketers.


🎥 1. Lay’s – “The Last Harvest”

Why it resonated: Lay’s broke away from the expected humor of Super Bowl ads with a heartfelt story about family, legacy, and the last potato harvest shared between a father and daughter — showing how emotional storytelling can deepen brand connection.

Marketing takeaway: Emotionally driven narratives win attention and leave lasting impressions.

📺 Watch it here:


🐴 2. Budweiser – “American Icons”

Why it made the list: Budweiser’s cinematic spot celebrated tradition and friendship between a Clydesdale foal and a bald eagle, reminding viewers of America’s spirit and the brand’s longstanding heritage. Don't forget the audio was Free Bird!

Marketing takeaway: Heritage branding still captivates — especially on a national stage.

📺 Watch it here:


👖 3. Levi’s – “Behind Every Original”

Why we loved it: Levi’s leaned into its timeless identity, spotlighting individuals expressing themselves through classic denim — proving that authenticity resonates with modern audiences.

Marketing takeaway: Being true to your roots helps brands stay relevant across generations.

📺 Watch it here:


🤝 4. Minions & Monstars – Crossover Trailer

Why it stood out: Merging beloved Minions characters with nostalgic Space Jam icons created a buzzworthy cultural moment that felt more like a movie teaser than a commercial. The all white screen also gets your attention and made the commercial stand out during a crowded Super Bowl Sunday.

Marketing takeaway: Strategic entertainment collaborations can generate massive buzz.

📺 Watch it here:


🚗 5. Toyota – “Where Dreams Began”

Why it clicked: Professional athletes interacting with their younger selves in nostalgic, motivating moments. Through these scenes, the athletes share messages of resilience — encouraging persistence, belief in one’s dreams, and not giving up even when the path is tough. Everyone can relate to having a dream and never giving up on that dream.

Marketing takeaway: Simple concepts done well resonate deeply with all audiences.

📺 Watch it here:

🤖 AI Takes the Big Stage — A New Trend in Super Bowl Advertising

This year’s Super Bowl wasn’t just memorable for standout ads — it also marked a significant surge in commercials centered on artificial intelligence. From tech giants to established consumer brands, AI was everywhere, both as a subject and as a tool in creative execution.

🧠 What This Means for Marketers

  • AI is no longer just a back-stage tool — it’s becoming part of the story on screen.

  • Consumers are increasingly familiar with AI, so brands are using it to signal innovation and relevance.

  • The trend raises exciting creative possibilities — and new questions about authenticity, human creativity, and where advertisers draw the line between tech and storytelling.

📈 What This Says About Today’s Advertising Landscape

From emotional journeys to technological showcases, Super Bowl LX ads went beyond simple product pitches. Here’s what trends like these mean for marketers:

  • Emotion still wins: Audiences connect with stories that feel real.

  • Innovation captures attention: AI-centered storytelling shows where consumer expectations are headed.

  • Cultural touchpoints matter: Nostalgia, cross-brand partnerships, and entertainment tie-ins drive engagement.



 
 
 
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