The annual spectacle of the Super Bowl has long been defined by a dual reality: the high-stakes drama unfolding on the turf and the multi-million-dollar creative wars waged during every commercial break. On February 8, 2026, as the Seattle Seahawks faced off against the New England Patriots at Levi’s Stadium in Santa Clara, California, the atmosphere was electric. While the Seahawks eventually secured a commanding 29-13 victory to claim the championship, for a significant portion of the record-breaking global audience, the true entertainment lay in the star-powered advertisements that have become as culturally significant as the game itself. This year’s lineup of commercials didn’t just sell products; they leaned into internet lore, revived beloved cinematic memories, and showcased the biggest names in Hollywood and pop music in ways that were both self-deprecating and highly stylized.
One of the most talked-about moments of the night came courtesy of Kendall Jenner, who took center stage for Fanatics Sportsbook. In a move that delighted social media enthusiasts, the supermodel and reality star finally addressed the infamous "Kardashian Curse"—a long-standing internet theory suggesting that professional athletes, particularly basketball players, suffer a decline in performance after dating a member of the Jenner-Kardashian clan. Jenner, appearing in a sleek, high-fashion-meets-tech aesthetic, leaned into the joke with a wink and a nod. She admitted that while her sisters Kim and Khloe Kardashian have spent years debunking the rumor, she has decided to embrace it. In the ad, she quips that if the world is going to talk about her supposed "curse," she might as well use her insider knowledge to her advantage on the Fanatics betting and casino platform. The commercial ends with a humorous jab at her own career, as she gestures toward her opulent surroundings and asks the audience if they truly believed she could afford such a lifestyle solely through her modeling contracts.
While Jenner dominated the sports-betting narrative, Brian Baumgartner brought a heavy dose of nostalgia to the broadcast. Known to millions as the lovable, if mathematically challenged, Kevin Malone from The Office, Baumgartner partnered with Ramp, a spend management platform. The advertisement was a masterclass in "Easter eggs" for fans of the NBC sitcom. In a surreal sequence, Baumgartner is seen struggling with a mountain of paperwork before Ramp’s technology "multiplies" him, allowing a small army of Brians to handle the corporate chaos. The spot cleverly referenced Kevin’s character traits, including his penchant for high-stakes poker. However, the highlight for many was a direct nod to one of the most famous cold opens in television history: the "Kevin’s Chili" disaster. This time, the Brians successfully navigated the office with a massive vat of chili, avoiding the catastrophic spill that has lived on in meme history for over a decade. The ad concluded with Baumgartner’s signature catchphrase, "Nailed it," signaling a redemptive moment for the actor’s beloved persona.
The 2026 Super Bowl also served as a major milestone for the Pokémon franchise, which celebrated its 30th anniversary with a celebratory and star-studded montage. The ad featured global icon Lady Gaga alongside Never Have I Ever star Maitreyi Ramakrishnan and several other notable figures, all sharing their personal favorite Pokémon. The campaign was a reminder of the franchise’s enduring cross-generational appeal, blending high-fashion sensibilities with the playful spirit of the gaming world.
In the realm of household tech, Chris Hemsworth and his wife, Elsa Pataky, brought a touch of Marvel-level charisma to Amazon Alexa. The commercial showcased the couple’s dynamic as they navigated daily life, demonstrating how the voice assistant has become an indispensable—and perhaps slightly too observant—member of their household. The chemistry between the real-life couple added a layer of authenticity to the tech giant’s pitch, proving that even a "God of Thunder" needs a little help with his schedule.
Food and beverage brands also stepped up their game with high-concept humor. RITZ crackers assembled an unlikely but effective trio in Bowen Yang, Jon Hamm, and Scarlett Johansson. The ad explored the philosophical and literal question of "how salty is too salty," utilizing Yang’s comedic timing and the veteran presence of Hamm and Johansson to create a sophisticated yet hilarious dialogue. Meanwhile, Dunkin’ Donuts returned to its roots with a "Good Will Hunting" parody that asked what the classic film would look like as a multi-camera sitcom. The slot featured the inseparable Ben Affleck alongside Jennifer Aniston and NFL legend Tom Brady, further cementing Affleck’s real-life role as the unofficial ambassador for the coffee and donut chain.
The musical influence on this year’s commercial slate was undeniable. The Backstreet Boys took a trip down memory lane for T-Mobile, performing a wireless-themed rendition of their hit "I Want It That Way." The 1990s boy band nostalgia was balanced by the presence of modern-day icons like Sabrina Carpenter. Riding the wave of her "Brat" summer success and her hit single "Espresso," Carpenter appeared in a whimsical ad for Pringles where she constructed a "dream man" entirely out of potato chips. Not to be outdone, Charli XCX and actress Rachel Sennott teamed up for poppi, the prebiotic soda brand. The commercial captured the "it-girl" aesthetic of the moment, positioning the drink as the ultimate accessory for the fashion-forward crowd.
The evening wasn’t without its share of subtle drama. Influencer Kayla Nicole appeared in a commercial for the fantasy sports platform Sleeper, which many viewers interpreted as a clever bit of "shade" directed at her ex-boyfriend, Travis Kelce, and his fiancée, Taylor Swift. In the world of high-stakes marketing, these personal narratives often provide the most engagement, and Nicole’s appearance was no exception.
On a more serious note, Octavia Spencer and Sofia Vergara utilized their platform for a public health initiative with Boehringer Ingelheim. The two actresses played the roles of determined investigators on a mission to spread awareness about the dangers of hypertension. It was a rare moment of social advocacy amidst the glitz of the evening, though Vergara also pulled double duty in a lighter, high-energy spot for Skechers, showcasing the brand’s "Slip-ins" technology.
The film industry was well-represented through high-concept parodies. Xfinity brought together the original Jurassic Park trio—Laura Dern, Jeff Goldblum, and Sam Neill—for a "what if" scenario where the park actually worked perfectly. The sight of the three actors together again was a major win for fans of the 1993 classic. Similarly, Elijah Wood channeled his Lord of the Rings history for Skittles, being summoned not by the Horn of Gondor, but by a "Skittles Horn" in a visually stunning 60-second epic.
Other notable appearances included George Clooney for Grubhub, where the Oscar winner joked about the platform’s commitment to eliminating delivery fees, and Melissa McCarthy, who starred in a hilarious, high-drama telenovela spoof for e.l.f. Cosmetics. Even the world of luxury travel got a nod, as Expedia featured a "Ken" (invoking the spirit of the recent Barbie phenomenon) who proved that while Barbie might own the Dream House, he is the master of travel planning.
As the night concluded and the Seattle Seahawks hoisted the Vince Lombardi Trophy, the conversation in living rooms and on social media was split. Half the world was analyzing the Seahawks’ defensive strategy, while the other half was debating which celebrity cameo reigned supreme. From Emma Stone’s collaboration with director Yorgos Lanthimos for Squarespace to Post Malone and Peyton Manning’s beer-fueled antics for Bud Light, Super Bowl 2026 proved that the "Big Game" is no longer just about football—it is the ultimate stage for the intersection of celebrity, commerce, and culture.
