Best and worst Super Bowl commercials of 2026 as rated by experts
The Super Bowl 60 was a spectacle to behold, not just for the thrilling game between the Seattle Seahawks and the New England Patriots, but also for the array of commercials that captivated audiences. Advertisers shelled out millions for 30 seconds of airtime, with some hitting the mark and others missing it completely.
According to Northwestern University’s Kellogg School of Management, the most effective ads were those that struck an emotional chord while clearly showcasing the product’s importance or utility. Google’s commercial for its Gemini artificial intelligence service topped the charts with a heartwarming portrayal of a family using the platform to envision their new home. The ad not only tugged at heartstrings but also effectively demonstrated the product’s capabilities.
AI-related products featured prominently in Super Bowl 60 commercials, with nearly a quarter of the pre-released ads centered around artificial intelligence. However, not all AI ads were successful. Coinbase’s commercial, featuring a Backstreet Boys song with karaoke-like lyrics, failed to convey the product’s purpose or value, earning a failing grade from Kellogg’s ad review panel.
On the other hand, brands like Anthropic, Bosch, and Google excelled with their Super Bowl commercials. Anthropic’s spot for its Claude chatbot stood out for its clear messaging, while Bosch’s ad featuring Guy Fieri showcased the transformative power of their appliances. Google’s “New Home” ad and Levi’s celebration of jeans-covered backsides were also well-received for their creativity and effectiveness.
Michelob Ultra’s “The ULTRA Instructor” starring Kurt Russell, the NFL’s inspirational spot, Pepsi’s polar bear-themed commercial, and TurboTax’s humorous ad with Adrien Brody were among the top-rated ads of Super Bowl 60. These commercials stood out for their engaging storytelling, star power, and brand messaging.
However, not all ads hit the mark. Coinbase and Ai.com’s commercials failed to communicate their product’s value effectively, earning low ratings from the Kellogg panel. Overall, the Super Bowl 60 commercials leaned towards themes of kindness and community, with heartwarming ads dominating the airwaves.
In conclusion, the Super Bowl 60 commercials were a mixed bag of hits and misses, with some brands scoring big with their creative and impactful ads, while others missed the mark. The key takeaway for advertisers is clear – a successful Super Bowl ad needs to be emotionally engaging, creatively executed, and effectively communicate the product’s value to the audience.
