Observed Signal · Feb 6, 2026 · Industry Event · Source: Feedspot/RSS · Impact: 1/5 · Sentiment: Neutral
Super Bowl LX: Must-See Ads That Stole the Show
HORIZONT highlights 15 of the most notable commercials airing during Super Bowl LX, the 60th Super Bowl in Santa Clara between the New England Patriots and the Seattle Seahawks. The article notes the global viewing scale (around 130 million viewers) and reports record-high 30‑second spot prices—exceeding $10 million in some cases and averaging about $8 million. Major brands featured include Xfinity (Comcast), Pepsi, Budweiser, Bud Light, Pringles, Instacart, Squarespace and others. Creative highlights include Xfinity’s Jurassic Park–inspired spot using digital de‑aging for Sam Neill, Laura Dern and Jeff Goldblum, a Pepsi commercial that uses Coca‑Cola’s polar bear in comparative advertising, and spots starring celebrities such as George Clooney, Emma Stone, Sabrina Carpenter, Post Malone, Peyton Manning and Ben Stiller. The piece lists each brand’s ad and its creative agency.
Creative roundup of Super Bowl ads is relevant to marketing and brand positioning but not a technical, policy, or platform change and therefore has limited strategic impact on AdTech operations.
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Key Takeaways & Evidence Grounding
- HORIZONT compiled a list of 15 prominent Super Bowl LX commercials and their agencies.
- Super Bowl LX (the 60th Super Bowl) is described as taking place in Santa Clara between the New England Patriots and the Seattle Seahawks.
- Costs for 30-second Super Bowl spots in 2026 reached over $10 million in some cases, with an average around $8 million.
- Xfinity’s Super Bowl spot (agency: Goodby, Silverstein & Partners) reimagines the 1993 Jurassic Park story and used digital de‑aging on Sam Neill, Laura Dern and Jeff Goldblum.
- Pepsi’s Super Bowl commercial uses Coca‑Cola’s iconic polar bear in a comparative-advertising spot.
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Super Bowl 30s Ads Reach $10M as AI, Stars Dominate
Super Bowl LX 30-second ad spots on NBC are commanding a record $10 million, as advertisers lean on celebrity talent, nostalgia and AI-driven creative and interactive tactics to reach an audience of over 100 million viewers. About 40% of this year’s advertisers are new, according to an NBCU executive. High-profile creative examples include Grubhub’s spot starring George Clooney, Instacart’s commercial directed by Spike Jonze, and Pepsi’s Taika Waititi-directed ad referencing Coca-Cola imagery. Brands are extending investments beyond the broadcast airing into larger digital campaigns: Uber is running an interactive spot that can generate over 1,000 versions in-app to unlock promotions, and Svedka claims to have aired the first Super Bowl ad made primarily with AI. The high price is driving integrated strategies that use early online releases, extended cuts and interactive components to maximize engagement.
Shopify launches Canvas AI site builder
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McDonald's Rolls Out AI-Powered Dynamic Pricing
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