Every Super Bowl promises a parade of creativity, but only a handful of commercials earn the right to be remembered once the confetti settles. The 2026 Super Bowl was no exception; an expensive laboratory of ideas where storytelling either soared or collapsed under the weight of celebrity, technology, and noise. 

What follows is a clear-eyed review of the best and worst Super Bowl ads of the year, written through the lens of the magical lens of Wizard of Ads for Essential Services, where effectiveness matters more than applause, and where every creative decision is judged by one simple standard: did it create meaning, memory, and momentum for the brand?

DoorDash: “Beef 101 with 50 Cent”

DoorDash leaned into an authentic brand personality with sharp, playful self-aware humor. 50 Cent’s metafictional digs at his legendary beefs with other artists translated into a spot that delivered a laugh and a clear connection to the brand. A rare combo at this year’s Super Bowl. It wasn’t just funny; it felt relevant.

Why it worked: clear idea + cultural bite + personality.

TurboTax: “The Expert” ft. Adrien Brody

This spot was a standout because it did the thing every Super Bowl marketer secretly wants: it sustained its narrative for the full 60 seconds. Adrien Brody’s straight-faced performance and the smarter pacing gave viewers breathing room to get the message rather than just be reflexively amused.

Lesson: longer isn’t always better, but cohesive is.

E.L.F. Cosmetics:  Melissa McCarthy Telenovela

Comedic storytelling anchored in character gave this ad legs beyond the game itself. McCarthy embraced absurdity without losing sight of the product. A trifecta that many Super Bowl ads fail to hit.

Takeaway: fresh talent + narrative play beats star cameo clutter.

Xfinity: Jurassic Park Revival

Star power met nostalgia, and it worked. A playful update of a beloved franchise thread brought audiences “in” before the logo ever appeared. Isn’t that what Super Bowl advertising is supposed to do?

State Farm & Jon Bon Jovi Parody

Leveraging a cultural touchstone and adding a wink to the audience, this reenvisioned performance of “Livin’ on a Prayer” was warm, resonant, and, most importantly, memorable.

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💔 The Misses. Where Creative Strategy Fumbled

Dunkin’: Nostalgia Overdose

In theory, the sitcom spoof with an ensemble of aging stars should have been charming. But instead, it came off as forced and muddled — star wattage replacing strategic idea. Critics called it “chaotic” and “soulless,” a patchwork of references without a unifying compass.

Why it flopped: celebrity cameos ≠ coherent brand idea.

AI and Meta-Driven Spots

There was an avalanche of AI-themed commercials, and not always in a good way. Svedka’s robot-themed spot was widely panned as shallow and forgettable, with visuals that felt generated, not directed. Similarly, ads from Amazon Alexa and others buried product utility under a sci-fi veneer.

Insight: AI can be a tool or a crutch. This year, too many chose the latter.

Ritz Crackers: “Shell Phone”

Big names don’t bail out bad structure. Without a compelling narrative or reason to care about the product, this ensemble cast couldn’t uplift the ad above befuddlement.

Liquid I.V. and Others That Lost the Brand Thread

A few ads aimed for big emotional hooks or cultural references but lost the product message somewhere along the way, which means no recall, no effectiveness.

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📊 What the 2026 Super Bowl Ads Really Tell Us

✔️ Story Still Rules

Ads that told a story (even short ones) resonated far better than those that leaned on spectacle. Narrative creates emotional currency; spectacle without substance creates noise.

✔️ Humor With Purpose Always Wins

The strongest performers weren’t just silly, they had shape. They started with a clear idea and used humor to extend it, not to bury it.

✖️ Star Power ≠ Strategy

Several of the most talked-about tumbles involved ads that stacked celebrities like chips and hoped a few would land. When the idea isn’t sticky, the faces fade fast.

✖️ AI Isn’t a Narrative Substitute

This year’s backlash against AI-heavy spots spotlights a larger trend: audiences are fatigued. AI themes need a real, human context, otherwise they feel like hollow gimmicks.

⭐ Emotion Still Beats Algorithm

Ads that built real emotional warmth, parent-child moments, nostalgia, or unexpected joy, consistently scored higher with audiences and critics alike.

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🧠 Wizard of Ads Takeaways for Essential Services

As specialists guiding mission-critical brands, there are three strategic truths to draw from Big Game 60:

1. Purpose trumps pomp: Emotional clarity beats superficial spectacle.
   
   
2. Creative economy matters: A 30-second Super Bowl spot should earn every second.
   
   
3. Authentic customer insight is non-negotiable: Brands that leaned on genuine human truth landed harder and longer.
   
   

This year’s Super Bowl was a canvas of bold ideas and bold misfires. For Essential Services and all mission-aligned advertisers, the lesson stands clear: 

Don’t just capture eyeballs. Create meaning.