The Seattle Seahawks took home the Super Bowl trophy this year, but not everyone tuned in to watch the game. Some watched the event this year strictly for the commercials.
The rematch between the Seattle Seahawks and New England Patriots was more than a decade in the making, as the two teams previously faced each other at 2015’s Super Bowl XLIX. Meanwhile, Bad Bunny — fresh off his Album of the Year win at the Grammys — was the halftime performer, marking the first time a Spanish language-dominant solo performer has taken the stage.
But in between all the action, companies pulled out some of their most creative commercials of the year to reach the game’s massive audience. Last year’s game shattered records with more than 127 million viewers, giving advertisers even more reason to excite people with their ads.
Check out some of the most memorable ads of the Big Game below.
Brian Baumgartner multiplies with Ramp
Brian Baumgartner, who played the accountant Kevin on The Office, gets some assistance with his heavy workload in Ramp’s new commercial, which shows multiple Kevins getting things done with the help of the financial platform.
Manscaped grosses everyone out again
Shaving company Manscaped once again gave a voice to clumps of hair forgotten in the bathroom. This time, the clumps also sing.
YouTube TV asks you not to settle for ‘meh’
Kylie and Jason Kelce star in a commercial for YouTube TV, which asks people not to settle for just “meh” streaming platforms. The ad also features Gordon Ramsey, imagined as a chef who settles for only subpar food.
State Farm doesn’t want you to live on a prayer
Insurance agents Keegan-Michael Key and Danny McBride are joined by Katseye for a parody version of Bon Jovi’s “Livin’ on a Prayer.” Unfortunately, it’s all so they can tell Hailee Steinfeld all the ways they won’t be able to cover her property damage. Darn. If only she had gone with State Farm!
Benson Boone dances with Ben Stiller in Instacart commercial
Just try to get “Instacart lets you choose your bananas” out of your head. In this commercial, actor Ben Stiller and pop star Benson Boone perform Instacart’s new jingle side by side — until Stiller gets a little jealous of Boone’s backflips. Unfortunately, Stiller can’t quite stick the landing, leading to hilarious chaos. It’s all to advertise Instacart’s “preference picker,” which allows users to request specifics from their Instacart shopper, such as the ripeness of their bananas.
Don’t be a Greg with this Michelob Ultra ad
In this beer commercial, Lewis Pullman plays Greg, the lone nonathlete in his friend group, which just so happens to include Olympic snowboarder Chloe Kim and hockey player TJ Oshie. Thanks to Kurt Russell, though, Greg learns how to ski like a pro … so the Ultras aren’t always on him at the end of the day.
Emma Stone loses her cool (and domain name) in Squarespace commercial
In this black-and-white commercial from Yorgos Lanthimos, director of Bugonia and Poor Things, Emma Stone attempts to secure the website for her name … only to find it’s unavailable. Alas, Stone tries multiple laptops in hopes of changing her fate, dramatically smashing each one when she once again learns she won’t be able to have EmmaStone.com.
If you go to EmmaStone.com, you also get another black-and-white message from the star. “For over 20 years, my domain name EmmaStone.com was unavailable, registered to another Emma Stone,” she says in the video. “For many years, I blamed this Emma Stone. For many more years, I blamed myself. I carried this burden in silence, hidden from my family, my friends and you, living in constant fear of losing more and more domain names. Today, I say: No more.”
Stone adds that since, she’s registered multiple other domain names, such as “EmmaStone.world” and “EmmaStone.life.”
“Please, let my story be a lesson to everyone. Visit Squarespace today, get your domain, build your website and avoid years and years of anguish,” she said. “Sincerely, I’m Emma Stone.”
Pepsi goes to war with Coke
The polar bear may be commonly associated with Coca-Cola, but in Pepsi’s new commercial from filmmaker Taika Waititi, the mascot is distressed to find out that he chose Pepsi Zero Sugar in a blind taste test. The commercial also nods to a major pop culture moment of 2025, when two polar bears are caught drinking Pepsi Zero Sugar on a concert jumbotron.
The Backstreet Boys rep T-Mobile
Backstreet’s back! The boy band heartthrobs entertain screaming, crying fans with a parody of their hit “I Want It That Way.” Except, of course, this time it’s “Tell me why/ It’s America’s best network.”
BSB lyrics were also featured in a second commercial of the night for Coinbase.
Bradley Cooper and Matthew McConaughey face off
In this commercial for Uber Eats, Matthew McConaughey, the True Detective star, tries to convince Bradley Cooper, the Star Is Born director (and huge Philadelphia Eagles fan), that football is just a way for brands to sell food. And honestly, he might have a point.
Guy Fieri gets a makeover
Guy Fieri is almost unrecognizable in this commercial for Bosch. In this Big Game ad, the famous foodie reveals how Bosch makes him feel like spiky blond Fieri — instead of just “a guy” with a regular ole hairdo and slacks.
Adrien Brody gets dramatic about taxes
The Brutalist Oscar winner struggles through a more emotionally subdued performance in this commercial for TurboTax.
Ben Affleck reunites sitcom stars for Dunkin’ ad
Affleck reunites tons of sitcom stars, including Jennifer Aniston, Matt LeBlanc, Jason Alexander and Ted Danson, for a sitcom version of Good Will Hunting set in a Dunkin’ Donuts. Oh, and of course, Tom Brady is here too.
This is Affleck’s fourth consecutive Super Bowl commercial for Dunkin’. Last year, he joined his then-wife Jennifer Lopez in a recording studio as part of the music group The DunKings. The commercial also featured Boston icons Matt Damon and former longtime Patriots player Brady.
Agatha All Along star Kathryn Hahn and Baltimore Ravens running back Derrick Henry show just how strong you can be after enjoying protein-rich Oikos yogurt in this commercial. In one moment, Hahn pushes a trolley car all the way up a San Francisco hill.
Kendall Jenner bets with Fanatics Sportsbook
The model of the Kardashian-Jenner clan pokes fun at her list of athlete ex-boyfriends (think: Devin Booker, Ben Simmons and Blake Griffin) and the so-called curse that she puts on their NBA careers in the wake of their split. She’s not merely dating them for fun: She’s also placing bets on their sports trajectories. As she asks: “How do you think I afford all of this? Modeling?”
Novartis wants you to ‘relax your tight end’
It’s a pun! For the Big Game this year, Novartis is promoting a prostate cancer blood test in an ad titled “Relax Your Tight End.” The commercial, set to a soothing Enya song, features current and former NFL tight ends like Rob Gronkowski and George Kittle unwinding with some pool time, yoga and other forms of R&R.
Sabrina Carpenter dates a Pringles man
The “Manchild” singer found a new beau in this Big Game ad, which features the pint-sized pop star dating a man made out of the famously shaped chips. Unfortunately, their love story ends in tragedy, when screaming fans attack and eat her new guy.
Budweiser soars high with eagle ad
If you adore interspecies friendship, this Budweiser commercial — in which a horse befriends an eagle hatchling and helps him learn to fly — might leave you misty-eyed. The commercial, which honors both Budweiser’s 150th anniversary and America’s 250th birthday, features a real rescue eagle named Lincoln, who is also the bird who soars during the National Anthem at Philadelphia Eagles home games.
Jeff Goldblum returns to Jurassic Park
Fans of the Steven Spielberg classic remember that in Jurassic Park, losing a signal set off a chain of events that led to dinosaurs running amok. But in this hilarious commercial, which reunites Jeff Goldblum, Laura Dern and Sam Neill from the OG movie, Xfinity steps in to provide stellar service — and the theme park thrives, while the T. rex stays squarely behind the fence.
George Clooney orders Grubhub
Food delivery service fees can add up — that’s the crux of this Grubhub Super Bowl commercial in which George Clooney is a guest at a very fancy dinner. The final course that no one can stomach? “The fees.” Fortunately, as Clooney puts it, Grubhub will eat them.
Andy Samberg is … Meal Diamond
Brooklyn 99 star Andy Samberg isn’t Neil Diamond, he’s Meal Diamond. He’s here to squirt Hellman’s mayo on every diner’s sandwich, while singing a parody of “Sweet Caroline.” Also featured in the commercial as a diner-goer and mayo enthusiast is Elle Fanning. Hellman’s is, after all, “so good, so good, so good.”
Mr. Beast puts out a competition for $1 million
The YouTuber, well known for giving his cash away via competitions, used the Super Bowl to launch a new one with a puzzle-filled ad for Salesforce’s Slackbot. Crack the code within the video, send a Slack to Slackbot with the correct answer, and you could walk away with a million dollars.
Chris Hemsworth bonds with Alexa
Looks like Chris Hemsworth saw M3gan. In this ad for Amazon’s Alexa+, the action star tells his wife, Elsa Pataky, that he won’t have the AI assistant in his home — then lists all the ways she could possibly kill him. But when the newly upgraded version of Alexa offers to book him a massage, well, all is forgiven.
Health like the rich with Hims & Hers
The telehealthcare company Hims & Hers took aim in its new ad at the so-called “health gap” that exists between wealthy people, who can afford preventative medicine, and normal people, who can’t. “The same science, the same access, no connections required,” the voiceover says.
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