Super Bowl LX: A New Era for Advertising
The Super Bowl remains the most coveted advertising event of the year. But as the media landscape evolves, so do the strategies brands use to capture attention. From second-screen engagement to AI-powered storytelling, the 2026 Super Bowl is poised to reflect a seismic shift in marketing approaches. Executives across creative, media, and tech sectors offer predictions on what will dominate the airwaves—and digital feeds—on game day.
AI Takes Center Stage
Artificial intelligence will be a defining force in this year’s Super Bowl. Scott Bell, chief creative officer at BBDO North America, predicts that the most impactful ads will lean into human imperfection, offering an antidote to AI’s polish. “In a hyper-synthetic world, humanity becomes the differentiator,” he says.
Meanwhile, Stevie Archer of M+C Saatchi North America foresees a flood of AI-related content—not just ads that use AI, but also for AI companies themselves vying for consumer trust. And Jimmy Spano from Dentsu Media Sports expects AI to be woven into every aspect of Super Bowl advertising, from inventory buys to real-time engagement strategies.
The Return of Craft and Nostalgia
For many, the future includes a return to the past. Laura Jones, CMO at Instacart, emphasizes the emotional value of nostalgia, noting that familiar memories and traditional craftsmanship offer comfort in uncertain times. “I think you’ll see nostalgia coupled with craft and things made with real filmmaking technique and intent,” she says.
VML’s Alli Pierce echoes this sentiment, hoping for a “recalibration” that emphasizes emotional storytelling, broad humor, and intentional use of celebrities. “The boldest move might be the simplest one: show up with a great ad,” she adds.
Celebrity Cameos: Crutch or Catalyst?
Celebrity endorsements have long been a Super Bowl staple, but their effectiveness is under scrutiny. Mina Mikhael from Translation argues that celebrity cameos are becoming a creative crutch, often overshadowing the brand itself. “Are you bold enough to skirt the celebrity altogether?” he challenges.
Steven Saenen of Mondelez International adds that authenticity is key. “Audiences can tell when a celebrity pairing makes sense versus when it’s purely about star power,” he says. In 2026, successful campaigns will align talent with brand identity, focusing on long-term cultural relevance over short-term buzz.
Sound Design and Sonic Identity
Damien Escobar, global chief music officer at Havas, believes that sound will play a pivotal role. Familiar tracks will still dominate, but intentional sound design and brand-specific audio signatures will emerge as sophisticated tools. “The smartest brands will treat borrowed sound as the entry point, not the identity,” he notes.
Silence, too, may make a statement. In an environment of constant noise, a moment of quiet can command attention and convey confidence.
Engagement Beyond the Broadcast
Jackie Cox at Weber Shandwick highlights a shift from one-way storytelling to interactive fan engagement. Micro-moments—unexpected cameos, tonal shifts, or meme-worthy lines—drive online conversations. “Fan reactions are shaping the cultural takeaway in real time,” she explains.
This year also marks the first “true Big Game of the AI era,” where AI not only appears in creative but also enhances post-game analytics. Brands will use AI to measure sentiment, optimize earned media, and even predict reactions, fundamentally changing how success is measured.
Humor and Simplicity Still Win
Despite all the tech and trends, humor remains king. Greg Greenberg of TBWA\Media Arts Lab predicts that “the winners of the night will keep it simple, keep it stupid and keep it funny.”
Steve Horn of Translation agrees, suggesting that the best ads will be those that offer a memorable, authentic thought without overcomplicating the message. “The audience doesn’t care how long it took to sell a concept—they just want a great idea,” he says.
The Long Game: Building Cultural Relevance
Josh Green of House 337 argues that the Super Bowl is not an outdated platform but a glimpse into advertising’s future. “For one night a year, brands actually try,” he says. He advocates for emotional depth, character-driven narratives, and creative generosity that extends beyond the confines of one event.
Steven Saenen adds that cultural relevance must be a mindset, not a moment. Brands should strive for campaigns that live before, during, and after the Super Bowl. Consistency, authenticity, and strong product alignment are the keys to long-term success.
A Unified Moment in a Fragmented World
As audiences become more fragmented and distracted, the Super Bowl remains one of the few events that unite millions in a shared experience. Whether through AI innovation, nostalgic storytelling, or laugh-out-loud humor, the ads that resonate in 2026 will be those that respect the moment and the people watching.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.