Super Bowl LX: Beyond the 30-Second Sprint

For marketing leaders, the Big Game has evolved into a test of cultural endurance. It is no longer about the single spot; it is about building an ecosystem of trust. This year, the brands that succeeded didn't just buy time—they bought a permanent place in the consumer's narrative by focusing on human utility and shared nostalgia.

The Shashi Scorecard: My Personal Rankings

Based on my observation of the night's creative execution and strategic intent, here is how the brands performed:

The 5/5 Elite

• Dunkin' (My MVP): Ben Affleck’s Good Will Dunkin' sitcom parody was a masterclass in nostalgia and multi-layered recall.
• Redfin & Toyota: Both navigated market complexity and reliability with high-fidelity execution.
• Lays & Oikos: Strong visual storytelling that anchored the brands in authenticity and energy.

The 4/5 Leaders

• AWS: The pet-finding Ring video ad was a brilliant use case for AI. It transformed abstract data into a tangible, emotional human benefit.
• RealFood.gov: A masterclass in simplicity, making "Eat Real Food" one of the most recalled phrases of the night.
• Dove, T-Mobile & WeatherTech: Consistent leaders in purposeful messaging and practical utility.

The AI Perception Gap

While generative AI was everywhere, consumer engagement was highest for practical applications. Google Gemini successfully humanized AI by framing it as a collaborator. I specifically liked Anthropic's subtle message acknowledging that AI can hallucinate—a refreshing moment of transparency and a shot at rival OpenAI talking about introducing ads. Marketing leaders should note that high-visibility tech must still answer the fundamental question: How does this help me?

"The winners of Super Bowl LX were the 'Operational Interpreters'—the brands that translated complex technology or vast supply chains into simple, human stories."

What the World is Saying: The Media Consensus

My rankings align with several major headlines from this morning:

• USA Today Ad Meter: Budweiser's "American Icons" took the #1 spot for the second year in a row, proving that "Safe Americana" remains the ultimate defensive play for market share.
• The AI Divide: Adweek noted that while Google Gemini drove high engagement by humanizing AI, Amazon’s ad with Chris Hemsworth leaned into "AI fear," which some critics called poorly timed.
• Nostalgia Wins: Dunkin's sitcom tropes were cited by Variety as a cultural moment that extended into a massive real-world giveaway of nearly 2 million coffees.
• The "Cringe" Factors: Trade publications like Innis Maggiore labeled Wix Harmony and Fanatics Sportsbook as the night's "Losers" due to poor brand connection.

Strategic Takeaways for Marketing Leadership

The Super Bowl remains the ultimate visibility engine. For "IPO Aspirants," it is a declaration of permanence. For "Established Giants," it is a defensive maneuver. In 2026, tech for tech's sake is a liability. Viewers consistently favored practical tech—like T-Mobile’s Starlink partnership—over abstract generative promises. Success lies in being an "Operational Interpreter": translating complex value chains into simple, human stories.

Citations (MLA 9)

Karlovitch, Sara. "Super Bowl 2026: Viewership, Engagement and Ads Analysis." Marketing Dive, 9 Feb. 2026, marketingdive.com.
Innis Maggiore. "Super Bowl LX Ad Review." Innis Maggiore Blog, 8 Feb. 2026, innismaggiore.com.
EDO, Inc. "Ai.com, Universal Pictures, and Lay's Win Most Engaging Super Bowl LX Ads." Business Wire, 9 Feb. 2026, businesswire.com.