From Kendall Jenner to Clydesdales: The Super Bowl 2026 ads you’re already talking about
Celebrities, nostalgia, and a hint of the supernatural are shaping Super Bowl LX commercials ahead of kickoff as full ads and teasers are released early.
Brands have been releasing Super Bowl ads early for years now, a strategy that really took hold in the early 2010s as YouTube and social media became essential to game-day marketing. What was once just leaks and teasers has evolved into a full-fledged rollout strategy. Now, ads drop weeks ahead of kickoff, dominate online conversation, then reap the benefits again when the spots air during the game itself.
By late January, Super Bowl LX commercials are already trickling out, offering a preview of the themes advertisers are betting on this year. So far, that theme appears to be the supernatural, whether it’s celebrity curses, eerie lighthouses, or anthropomorphic poolside creatures, alongside a heavy dose of nostalgia and Americana.
Below is a look at every Super Bowl 2026 ad teased or released so far, and what they say about this year’s Big Game ad landscape.
Every Super Bowl LX commercial released so far
Kendall Jenner bets on the “Kardashian Curse”
If you can’t beat the rumors, monetize them.
Kendall Jenner’s Super Bowl spot leans directly into one of the internet’s most persistent pop-culture jokes, the so-called “Kardashian Curse”. The idea that her ex-boyfriends’ athletic fortunes nosedive after dating her has been meme fuel for years, and Jenner appears ready to flip that narrative into a winning bet.
In the ad, Jenner uses sports betting to wager against her exes, turning bad luck into a business opportunity, and reminding viewers that she’s still very much part of the Kardashian-Jenner family brand machine. It’s tongue-in-cheek, self-referential, and tailor-made for social media conversation.
kendall jenner stars in fanatics sportsbook’s new commercial for the super bowl 🏈
— kendall jenner photos (@ohkendallph) January 27, 2026
the campaign plays with the “kardashian curse” theory, using humor and self-awareness to turn the internet meme into a marketing narrative pic.twitter.com/CW5GmxOe0u
Hellmann’s Mayo gives Elle Fanning a new singer-songwriter
Hellmann’s is once again leaning into absurd celebrity pairings, this time with Elle Fanning at the center.
The brand’s teaser hints at a new singer-songwriter serenading Fanning, a playful follow-up to last year’s musical moments. The singer isn’t Bob Dylan, but mayonnaise itself, continuing Hellmann’s long-running tradition of elevating condiments into something weirdly iconic.
It’s strange, lighthearted, and designed to stick in your head...exactly what you want from a Super Bowl food ad.
Andy Cohen parties with anthropomorphic Nerds
Andy Cohen appears in a teaser for Nerds’ Super Bowl LX ad that finds him lounging poolside with anthropomorphic Nerds characters. So far, only a short teaser has been released, showing Cohen reacting to the candy mascots and teasing some kind of over-the-top party atmosphere, but the full spot hasn’t dropped yet.
It ends with Cohen answering a call from his bud...his taste bud, who has “juicy” news to offer.
Emma Stone goes spooky for Squarespace
Emma Stone’s first official Super Bowl ad arrives via Squarespace, and it’s anything but light.
Reuniting with filmmaker Yorgos Lanthimos for their fourth collaboration, Stone appears in a black-and-white teaser set at a lighthouse, suggesting something eerie, mysterious, and possibly unsettling. The tone hints at something far stranger than a typical website-builder commercial.
Emma Stone is bringing the drama to the biggest game of the year in the @squarespace Super Bowl LX commercial teaser.
— Business (@XBusiness) January 27, 2026
Directed by Yorgos Lanthimos.pic.twitter.com/BbRIjqRENs
The ad marks another example of brands using Super Bowl airtime to feel more like short films than traditional commercials.
Budweiser returns to classic Super Bowl form
While many brands are embracing the strange, Budweiser is going back to its roots.
The beer giant has unveiled “American Icons”, a 60-second Super Bowl LX commercial celebrating its 150th anniversary and leaning heavily into nostalgia and national pride. The spot marks the return of the iconic Budweiser Clydesdales for their 48th national Super Bowl appearance, paired with an American bald eagle cared for by the American Eagle Foundation.
Set to Lynyrd Skynyrd’s “Free Bird”, the ad tells the story of an unlikely friendship between a young Clydesdale and a small bird that eventually grows into a soaring eagle. It’s emotional, cinematic, and unmistakably Budweiser, a reminder of the brand’s decades-long dominance on Super Bowl Sunday.
Budweiser’s senior vice president of marketing, Todd Allen, described the spot as a tribute to both the brand’s legacy and America itself, calling it a moment meant to leave viewers “awestruck and proud” as they celebrate shared milestones.
Related stories
Get your game on! Whether you’re into NFL touchdowns, NBA buzzer-beaters, world-class soccer goals, or MLB home runs, our app has it all.
Dive into live coverage, expert insights, breaking news, exclusive videos, and more – plus, stay updated on the latest in current affairs and entertainment. Download now for all-access coverage, right at your fingertips – anytime, anywhere.
Complete your personal details to comment