Super Bowl 2026 ads feature Ben Affleck, Emma Stone, Sabrina Carpenter and more

Super Bowl 2026 advertising is once again shaping up as one of the most closely watched moments on the global brand calendar, with early commercials underscoring the scale and intent behind the event.

Super Bowl 2026 commercials released ahead of the game show a wide range of tones, from humour-driven narratives and nostalgic reunions to light self-referential jokes rooted in internet culture. As in previous years, celebrity-heavy storytelling remains a common feature across categories, with brands using recognisable faces and cultural callbacks as a central part of their creative approach.

With 30-second ad spots reportedly averaging $8 million and top spots going past $10 million in this year’s NBCUniversal broadcast, brands are going all out to make their commercials memorable.

Dunkin’

Dunkin' brings back Ben Affleck in a star-studded spot teased during the Grammys, alongside Friends favourites Jennifer Aniston and Matt LeBlanc and Jason Alexander (from Seinfeld). The teaser plays on '90s sitcom nostalgia, with Affleck showing a VHS tape to the group for their reactions, continuing his ongoing partnership with the coffee chain.

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Pringles

Pringles features pop star Sabrina Carpenter in her Super Bowl debut, in a spot called “Pringleleo” where she crafts her ideal boyfriend out of Pringles chips. In latest teaser, Sabrina and “Pringleleo” are seen together on a kiss cam.

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Grubhub

Grubhub enters the Super Bowl for the first time with “The Feast,” featuring George Clooney in his debut Big Game advertisement. Directed by Yorgos Lanthimos, the spot unfolds like a quirky, candlelit dinner party with eccentric guests and elaborate dishes. The message promotes no delivery or service fees on restaurant orders over $50, presented in a cinematic, slightly surreal style.

Ritz

Ritz adopts a relaxed beach-party setting in its “Ritz Island” commercial, featuring Scarlett Johansson, Bowen Yang, and Jon Hamm. The tone remains light and snack-oriented, turning a “too salty for parties” premise into a casual, inclusive escape.

Squarespace

Squarespace presents “Unavailable,” a 30-second spot starring Emma Stone in her Super Bowl debut. The spot, based on the real story that Stone did not own her namesake domain, uses suspense, tension, and darkly comic elements to emphasize the high stakes of digital identity and domain ownership.

TurboTax airs “The Expert,” featuring Adrien Brody in a dramatic, character-driven spot. The spot ends with Brody’s signature intense stare directly to camera, underscoring the brand’s positioning as the go-to solution for complicated tax returns. The ad leans on Brody’s reputation for portraying complex, detail-oriented characters to convey expertise and reliability.

These advertisements reflect the Super Bowl's role as a venue for high-production entertainment, with brands using familiar celebrities and clever concepts to create lasting impressions. More spots are anticipated before the game, continuing the buildup to February 8.