Super Bowl LX ads feature AI, weight-loss drugs and celebs from George
Clooney to Kendall Jenner
[February 04, 2026]
By MAE ANDERSON
NEW YORK (AP) — As Super Bowl Sunday approaches, the battle off the
field for advertisers to win over 120 million-plus viewers will be just
as heated as the rivalry between the New England Patriots and Seattle
Seahawks.
Dozens of advertisers are pulling out all the stops for Super Bowl 60,
airing Sunday on NBC. They're hoping that audiences tuning in will
remember their brand names as they stuff their ads with celebrities
ranging from Kendall Jenner (Fanatics Sportsbook) to George Clooney (Grubhub),
tried-and-true ad icons like the Budweiser Clydesdales, and nostalgia
for well-known movie properties such as “Jurassic Park" (Comcast Xfinity).
Each year Super Bowl ads offer a snapshot of the American mood — as well
as which industries are flush with cash that particular year: from the
“Dot-Com Bowl” of 2000 to the “Crypto Bowl” of 2022.
This year's trends include health and telehealth companies advertising
weight loss drugs and medical tests, tech companies showing off their
latest gadgets and apps and advertisers showcasing AI in their ads.
Villanova University marketing professor Charles Taylor said because of
the heavy headlines in the news lately — from the immigration
enforcement surge in Minnesota to conflicts abroad — he expects a
advertisers to stick to a light and silly tone.
“Because of the Super Bowl’s status as a pop culture event with a fun
party atmosphere, the vast majority of brands will avoid any dark or
divisive tone and instead allow consumers to escape from thinking about
these troubled times,” he said.
Record-breaking prices
Advertisers flock to the Super Bowl each year because so many people
watch the big game. In 2025, a record 127.7 million U.S. viewers watched
the game across television and streaming platforms.
Demand is higher than ever, since live sporting events are one of the
few remaining places in the fractured media landscape where advertisers
can reach a large audience. NBC sold out of ad space in September.
Space sold for an average of $8 million per 30-second unit, but a
handful of spots sold for $10 million-plus, a record, said Peter
Lazarus, executive vice president, sports & Olympics, advertising and
partnerships for NBCUniversal. He said he was calling February, with the
Super Bowl, Olympics and the NBA All-Star Game, “legendary February.”
Lazarus said 40% of advertisers bought across all of NBC’s major sports
properties, and 70% of Super Bowl advertisers bought the Olympics as
well.
Celebrities galore
Featuring celebrities is a tried-and-true way advertisers can get
goodwill from viewers. This year, Fanatics Sportsbook enlists Kendall
Jenner to talk about the “Kardashian Kurse,” in which bad things happen
to basketball players she dates.
George Clooney appears in a Grubhub add to promote a deal that the
delivery app offers to “Eat the Fees” on orders of $50 or more.
Several ads feature more than one celebrity or sports star. Michelob
Ultra shows Kurt Russell training actor Lewis Pullman, as Olympic
snowboarder Chloe Kim and hockey player T.J. Oshie watch on a ski slope.
Xfinity reunites Sam Neill, Laura Dern and Jeff Goldblum in a
tongue-and-cheek reimagining of “Jurassic Park” that shows an Xfinity
tech bringing power back to the island so nothing goes awry.
And Uber Eats enlists Matthew McConaughey for the second year in a row
to convince celebrities — this year it is Bradley Cooper and Parker
Posey — that football is a conspiracy to make people hungry so they
order food.
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This undated image provided by Xfinity shows a scene from the
Xfinity 2026 Super Bowl NFL football spot. (Xfinity via AP)
 AI takes the stage
For the second year in a row, AI is making waves in Super Bowl ads.
Oakley Meta touts their AI-enabled glasses in two action-packed
spots showing Spike Lee, Marshawn Lynch and others using the glasses
to film video and answer questions.
Wix Harmony debuted an ad that features its web design software that
uses AI tools. Wix is also airing an add for Base44, an AI app
builder. And OpenAI will advertise during the game with a yet-to-be
revealed ad.
Svedka Vodka enlisted Silverside AI, an AI studio, to help create
their ad, which features their robot mascot FemBot along with a male
counterpart, BroBot. They took that approach because of Svedka’s
positioning as the “vodka of the future,” said Sara Saunders, chief
marketing officer at Sazerac, which bought the Svedka brand in 2025.
“We reimagined the robot via AI,” Saunders said. “It took us many,
many months to rebuild her, to give her functionality, to give her
that human spirit that we wanted to show up on behalf of the brand.”
Health and telehealth
Health and telehealth providers are everywhere during Super Bowl
60. Two pharma companies are advertising tests: Novartis touts a
blood test to screen for prostate cancer with the tagline “Relax
your tight end,” featuring football tight ends relaxing. Boehringer
Ingelheim's ad stars Octavia Spencer and Sofia Vergara, who
encourage people to screen for kidney disease.
Liquid I.V., which makes an electrolyte drink mix, has teased an ad
about staying hydrated.
Telehealth firm Ro is using Serena Williams in their ad for GLP-1
weigh loss drugs. Novo Nordisk, which makes Wegovy and Ozempic, has
teased that it will have a spot as well.
Hims & Hers — another company that offers GLP-1 weight loss drugs —
has an ad that says the company gives people better access to health
care that usually only rich people get.
“You could call this the GLP-1 Super Bowl,” said Tim Calkins, a
clinical professor of marketing at Northwestern University. “Often
you don’t see a lot from pharmaceutical companies on the Super Bowl,
but this year we’re going to see quite a few showing up.”
Tried-and-true themes
Some advertisers are sticking to the tried and true. Budweiser's
heartwarming ad shows a Clydesdale foal growing up with a bald eagle
to the tune of Lynyrd Skynyrd's “Free Bird.” The ad celebrates
Budweiser's 150th anniversary.
And Pepsi tries to reignite the Cola wars with their ad showing
polar bears — Coca-Cola's famous mascots — picking Pepsi Zero Sugar
over Coke Zero in a blind taste test. The ad ends with the bears
being caught on a “kiss cam.”
Surprises
While the majority of Super Bowl advertisers release their ad early
to try to capitalize on buzz, some hold back until game day to
reveal their ad.
Pepsi-owned soft drink Poppi teased that pop star Charli XCX and
actress Rachel Sennott will star in their ad.
Ben Affleck is back in an ad for Dunkin' Donuts. A teaser spot
showed him with '90s sitcom legends Jennifer Aniston and Matt
LeBlanc of “Friends” and Jason Alexander from “Seinfeld.”
And there are fewer car advertisers this year, but Cadillac is
hinting that it will show off its new Formula 1 car in an ad.
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