System1 Super Bowl LX Tracker

The countdown is officially on for Super Bowl LX, the 60th Big Game taking place Sunday, February 8, 2026. While the two teams in the championship game are yet to be determined, there’s already plenty of buzz and news about the commercials that will air. In September, NBC announced it had sold out Super Bowl LX inventory, with some brands snagging a 30-second spots for $8 million. Super Bowl ads are definitely in high demand! 

Just like we did last year, System1 is keeping track of all the advertisers as they confirm participation in advertising’s biggest night. It’s a list that’s not to be missed!  

And, as per tradition, System1 will also test every single Super Bowl commercial with Americans to rank consumers’ favorites. Our Test Your Ad platform measures the emotional response to creative to predict and improve its short- and long-term effects.  

From this, we’ll feature all the emotional effectiveness data and downloadable reports in our subscription-based database, Test Your Ad Competitive Edge. Want to access the Super Bowl category as well as compare, benchmark and be inspired by even more ads? Log in or book a demo to explore everything the platform has to offer.  

But wait! There’s more! We’ll recap what advertisers can take away from the best of the best in the latest edition of our How to Win the Super Bowl report:  

• Did celebrities or brand characters score more points? 
• Did returning favorites win out over newcomer brands?  
• How can brands extend the lifespan of their Super Bowl creative? 
• What are five ways creativity stacks to multiply profit?  

We’ll unpack all the insights to give you a playbook for effective advertising. Whether you’re planning a Super Bowl spot in 2027 or not, our findings and best practices can inspire you to make work that entertains for commercial gain all year round.  

So, let’s kick off! Check out our Super Bowl LX tracker below to get the scoop on what’s coming up at the NFL’s and advertising’s most anticipated event, including potential and confirmed Super Bowl advertisers. 

T-Mobile

Starbucks

Genspark.ai

Telemundo

Southwest Airlines

Anthropic

Samsara

Universal Orlando Resort

Wells Fargo

Volkswagen

e.l.f. Cosmetics

T. Mobile

Amazon Alexa

Ring

Skechers 

Dunkin’

Xfinity

DraftKings

The sports betting platform DraftKings will return to the Super Bowl after a multi-year hiatus. The ad stars SNL “Weekend Update” anchors Colin Jost and Michael Che.

Hims & Hers

Hims & Hers is returning to the Super Bowl with a provocative ad narrated by Common that argues America’s wealth gap has become a health gap, bluntly stating that rich people live longer.

Levi’s

This year’s game takes place at Levi’s Stadium and, for the first time in more than 20 years, the denim brand is airing an ad on Super Bowl Sunday. Could Beyoncé make an appearance?! The brand has previously enlisted the singer for a series of ads.

Base44

Base44, which helps anyone build an app in minutes, will make its Super Bowl debut. The brand, which has confirmed its spot will showcase AI features, is owned by Wix, which will air a separate ad during the game.

Novo Nordisk

Is it the GLP-1 Bowl?! With Ro and Novo Nordisk both airing ads during the Big Game, America’s obsession with weight loss support has reached the biggest stage in advertising. Novo’s spot features Kenan Thompson, DJ Khaled, Danielle Brooks, Ana Gasteyer, John C. Reilly and Danny Trejo.

Boehringer Ingelheim

Google

Ro

Ro, a DTC healthcare company offering GLP-1 treatments like Ozempic, Wegovy, and Zepbound, is airing its first Super Bowl ad featuring Serena Williams to highlight the drugs’ broader health benefits and reduce stigma, continuing their partnership from August.

Tecovas

Tecovas will make its Super Bowl debut on February 8 with “True West” on Peacock, elevating the 2025 spot to a national scale as part of a larger brand push tied to America 250 rather than producing new creative.

Fanatics

Fanatics Sportsbook goes all in with its first Big Game spot starring Kendall Jenner. Partnering with Fanatics Studios and OBB Media, the campaign riffs on Kendall’s “Kurse,” inviting fans to “Bet on Kendall” for the biggest game of the year.

Rippling

Workforce management software Rippling is debuting in this year’s Super Bowl with a 30-second spot featuring Tim Robinson. The ad introduces the brand’s new “Rule Your Business” creative platform, which will continue throughout the Olympics and the year, with additional spots featuring Robinson.

Oakley Meta

Oakley Meta has debuted its first Super Bowl commercial, directed by and starring Spike Lee, along with streamer iShowSpeed, NFL star Marshawn Lynch, PGA Tour pro Akshay Bhatia, and Olympians Kate Courtney, Sky Brown, and Sunny Choi. The ad introduces Athletic Intelligence, wearable tech built for physical activity.

Ray Ban Meta previously showed up on the Big Game stage to showcase its AI-enabled glasses. This year, it’s Oakley’s turn.

State Farm

The insurance provider is returning to the Big Game, this time leveraging Danny McBride and Keegan-Michael Key to promote fictional insurance company ‘Halfway There Insurance.’ Will State Farm and its iconic red and other distinctive assets, like Jake from State Farm, save the day? We’ll be tuning in on Super Bowl Sunday to find out!

Wix

Wix is returning to the Super Bowl with a campaign highlighting its belief in an AI-driven, human-led future of web design, using the Big Game stage to showcase its new Wix Harmony AI platform.

Oikos

Danone-owned Oikos will air its Big Game spot exclusively on Peacock rather than linear TV. The ad features NFL running back Derrick Henry and actress Kathryn Hahn, showcasing the powerful benefits of Oikos Protein.

Toyota

After sitting out in 2025, Toyota returns to the Super Bowl with two spots, Superhero Belt (Saatchi & Saatchi) and Where Dreams Began. In September, the brand announced its third season as the Official Automotive Partner of the NFL, launching its “All In. All Season.” campaign. The spots celebrate the journeys that shape us, from family moments to the early dreams of Team Toyota athletes.

Blue Square Alliance Against Hate

Formerly the Foundation to Combat Antisemitism, the Blue Square Alliance Against Hate will run its third consecutive Super Bowl ad.

Pringles

Pringles is tapping pop star Sabrina Carpenter for her first-ever Super Bowl appearance. The playful spot continues the brand’s revived “Once You Pop, the Pop Don’t Stop” creative for its ninth straight year in the Big Game. Carpenter builds her own boyfriend, taking him on dates and adventures until his untimely demise.

Naterra

Naterra brand Tree Hut, known for its viral TikTok scrubs, is making its Super Bowl debut this year. The spot supports the brand’s “Uncontain Yourself” campaign and turns a boring ‘get-ready-with-me’ routine into a colorful, playful and messy celebration of self care. 

Skittles

Skittles is taking its Super Bowl stunt offline by “performing” its ad live at the front door of one contest-winning consumer, promoting a partnership with Gopuff. Starring Elijah Wood, the campaign leans into Skittles’ signature absurdity while poking at the rising cost and skippability of traditional Big Game ads.

Squarespace

No stranger to Super Bowls, Squarespace returns for its 12th Big Game, featuring Academy Award-winning Emma Stone and director Yorgos Lanthimos in “Unavailable,” continuing their four-film collaboration.

OpenAI

Following its 2024 debut, OpenAI is planning a return to once again communicate about AI’s capabilities.

Michelob Ultra

AB InBev, the NFL’s official beer sponsor of more than 20 years, is back with three brands from its portfolio: Michelob ULTRA, Bud Light and Budweiser.

Michelob ULTRA landed at #1 in System1’s 2024 Super Bowl ad rankings and will continue to lean into its focus on sport with new creative for gameday. America’s #1 top-selling and fastest-growing beer has previously rolled out creative focused on soccer, leveraging Lionel Messi, as well as pickleball, with Willem Dafoe and Catherine O’Hara.

With the Super Bowl and the Winter Olympics intersecting this year, it’s a perfect opportunity for Michelob ULTRA to celebrate competition and sportsmanship. The ad features Olympians Chloe Kim and T. J. Oshie, plus Lewis Pullman and Kurt Russel.

Bud Light

Bud Light will once again return for the Big Game with creative honoring the beer keg and its central role at every Super Bowl party. Consistency is the name of the game, with Post Malone, comedian Shane Gillis and NFL icon Peyton Manning all returning for the brand’s spot this year, after coming together in 2025.

Budweiser

According to AB InBev’s press announcement, Budweiser will deliver a spot showcasing its ‘longstanding legacy in American culture’ as part of its “Made of America” campaign. In 2026, Budweiser will mark its 150^th anniversary and release a limited-edition Heritage Can Series pack ahead of the Big Game.

The Clydesdales are back for their 48th appearance, marking a long-term commitment to a fluent device that drives positive feeling and brand recogntion.

Uber Eats

The food delivery app will show up along competitors DoorDash and Instacart. This football season, the brand has leveraged actor Bradley Cooper to continue its campaign around football being a conspiracy to sell food. Previously, the brand engaged with Matthew McConaughey for a Super Bowl ad tied into the same platform. Good news: they’re both featured in Uber Eats’ spot ‘Hungry for the Truth,’ with McConaughey trying to convince Cooper that football is indeed a conspiracy and Cooper refusing to believe it. Parker Posey also makes a cameo, taking McConaughey’s side.

Raisin Bran

WK Kellogg Co.’s Raisin Bran makes its Super Bowl debut this year, with creative developed in partnership with VaynerMedia. Ahead of the game, the brand staged William Shatner’s paparazzi sightings to generate buzz. It followed this up with an early release of its ad, “Will Shat” which puts the celeb in a ‘Bran Ambassador’ role to help America get more fiber.

Eos

Beauty and personal care brand Eos has committed to its second consecutive Super Bowl ad, which will air in most regional markets.

Instacart

As Gwen Stefani sings, “this sh** is bananas!” Instacart dropped its 2026 Super Bowl ad early and it’s something to see! Titled “Bananas” the ad features Ben Stiller and Benson Boone as mismatched 1970s-style singing siblings in a Spike Jonze-directed spot that leans into celebrity-driven silliness. The brand’s internal agency, Local Produce, collaborated with BBDO and McCann on the creative.

He Gets Us

He Gets Us, the religious advertising campaign promoting Jesus, will air its fourth consecutive Super Bowl ad, a 60-second spot with the support of creative agency Lerma again.

TurboTax

The Intuit-owned brand is marking its 13th Super Bowl appearance in 2026 and staying consistent with its “Now This is Taxes” platform. In the teaser, actor Adrien Brody is preparing his lines to help Americans get ready to prepare their taxes.

Poppi

PepsiCo has purchased three Super Bowl spots thus far to promote Poppi (which the company acquired in 2025), Pepsi Zero Sugar and Lay’s, which topped System1’s Super Bowl LIX testing with its “Little Farmer” ad.

Poppi’s ad is set to star Charli xcx and Rachel Sennott, stars of the film The Moment.

Pepsi Zero Sugar

Pepsi Zero Sugar is taking a bold approach, featuring Coke’s polar bear mascot sitting down for a taste test of Pepsi Zero Sugar and Coca-Cola Zero Sugar. This is a Fluency Trace you will not want to miss.

Lay’s

Lay’s returns for its second consecutive Big Game with a mysterious six-second teaser showing a hand emerging from a field holding a potato. The cryptic ad continues the farm-to-chip story from last year’s “The Little Farmer” and is part of the brand’s largest-ever refresh.

Salesforce 

Matthew McConaughey is sitting on the sidelines this round, with the brand swapping their celebrity spokesperson for YouTube creator MrBeast. Either way, they’ll hope for star power to supercharge the commercial impact of their ad.

Liquid I.V.

Liquid I.V. is teasing its first-ever Super Bowl ad with a bathroom-set spot starring singer Ejae, created by Anomaly, that uses music and hydration as a cinematic hook ahead of the brand’s Big Game debut.

Bosch

Who says appliances can’t be suave? After featuring Antonio Banderas in its debut Super Bowl ad in 2025, the brand will be back in 2026 to showcase its range and has promised star power once again. This time, it’s put Guy Fieri in the hot seat, transforming his iconic appearance into ‘Just a guy.’

Dove

Unilever brand Dove will get into the game for the third consecutive year. The brand has consistently championed body positivity for young girls and women and this year’s ad reaffirms its positioning with a joyful celebration of girls’ sports.

Hellmann’s 

The best teams are the longstanding ones, like Unilever-owned Hellmann’s and VML. In fact, System1’s Compound Creativity research revealed that brands that change agencies less frequently produce better work. Super Bowl LX marks the mayo brand’s sixth consecutive appearance, with Hellmann’s bringing Andy Samberg as “Meal Diamond” in the deli-set ad “Sweet Sandwich Time” featuring Elle Fanning, remixing Neil Diamond’s classic, and supported by social activations, a Jimmy John’s collaboration, and a one-day NYC karaoke truck.

Ritz

The Super Bowl and snacks go hand in hand, so Ritz returns to the Big Game for its third consecutive year. Bowen Yang stars, trading Rockefeller Plaza for a tropical beach, along with Jon Hamm and Scarlett Johansson. The Martin Agency is behind a 30-second spot set to air in the third quarter.

Homes.com

Homes.com is moving in! The brand will appear in its third consecutive Super Bowl in 2026.

NERDS

Get your taste buds ready! Ferrara’s NERDS return for their third straight Super Bowl. This year stars Andy Cohen alongside the giant gummy to debut the new Juicy Gummy Clusters. Previous campaigns highlighted the brand’s standout innovation, Gummy Clusters, featuring star power like Addison Rae in 2024 and Shaboozey in 2025.

Novartis

Novartis is back in the Big Game for a second year, working with Publicis Groupe’s Fallon on its creative. Its 2025 debut focused on breast cancer screening and awareness thanks to a few celebrity spokespersons: Wanda Sykes and Hailee Steinfeld. This year, Novartis partnered with Rob Gronkowski and former coach Bruce Arians to raise awareness for prostate cancer screening through humorous ‘Relax your tight end’ positioning.

Ferrero North America

Ferrero North America has announced it will invest more than $100 million in the Big Game and the World Cup in 2026. The Super Bowl ad will specifically focus on Kinder Bueno, with Anomaly at the creative helm.

Giggly Squad co-host and influencer Paige DeSorbo makes her Big Game debut in the out-of-this-world spot.

Grubhub 

Food delivery platform Grubhub will air a Super Bowl ad, its first-ever national spot for the Big Game. Grubhub Head of Brand Marnie Kain noted that the brand’s appearance is intended to ”remind America why we are the authority in food delivery and what that means for our future.” 

It’s a ‘feest’ for the eyes! George Clooney stars in his first Super Bowl ad to share the message that Grubhub will ‘eat the delivery fees’ for orders over $50. Directed by Yorgos Lanthimos, the spot showcases a lavish dinner with eccentric guests who are confronted by the final course – the unpleasant fees. When nobody seems eager to eat them, Clooney swoops in to save the day, with the dinner party goers delighted that Grubhub will eat the fees.

Manscaped 

MANSCAPED is teasing its first-ever Super Bowl ad with a short film created by Chicago agency Quality Meats, starring a beady-eyed hairball emerging from a shower drain to build intrigue and introduce its new head-to-toe brand platform ahead of kickoff.

Sazerac 

Sazerac, which owns more than 450 liquor brands, including Fireball Whisky, is debuting its first Super Bowl ad. The Svedka spot leverages AI and features the brand’s Fembot and Brobot character. The brand held a contest soliciting dance routines from social media users. Svedka and studio Silverside AI then used AI to train the robots to perform the winning dance.