Well, Wasn’t That Super?
It’s over. We won’t bore you with a review of the game, because we know it’s all about the thirty to sixty seconds of advertising during each break that keeps everyone glued to their television.
In honor of the biggest day of the year in sports and advertising, our Creative Team came together to provide some perspectives and takeaways on their favorite ads.
Morgan Behrens, Associate Creative Director
Pringles, "Pringleleo"
Pringles gave us an excellent example of how bringing a celebrity’s own personal brand into an advertisement really helps draw an audience. In “Pringleleo,” Sabrina assembles a man made of Pringles to be her next romantic interest. It was strategic in that Pringles was able to stand out from typical snack ads where they focus on taste, flavor and crunchiness and leaned in more heavily on the star’s tongue-in-cheek humor and her own hopeless, romantic storytelling. Heartbreak is certainly the time for a salty snack.
Dustin McNichols, Associate Creative Director
Kellogg's Raisin Bran, "Will Shat"
Kellogg’s Raisin Bran “Will Shat” spot was one of my favorite commercials of the night to combine both humor and topical consumer benefit, by leaning into the 2026 burgeoning focus on fiber (fiber maxxing). With a punchy script full of bathroom humor, puns and sci-fi nostalgia, this fiber-focused 30 seconds stood out for its smart (and silly) authenticity. We raise our spoons to the 94-year-old, new “bran ambassador.” May he live long and prosper.
Maria Pelley, Associate Creative Director
Hellmann’s, “Sweet Sandwich Time”
As a self-proclaimed “Diamondhead,” my favorite ad was the Hellmann’s “Meal Diamond” spot—a playful deli spin on Diamond’s classic Sweet Caroline, where a dab of Hellmann’s makes sweet sandwich time taste “So Good, So Good!” Even more impressive is their landing page, which leads you to some of sandwiches’ greatest hits, including a collab with Jimmy John’s featuring the Meal Diamond. I know what I’ll be having for lunch today!
Lucy Staszel, Senior Art Director
Liquid I.V., “Take a Look”
One of my top picks from the Big Game commercials was Liquid I.V.’s “Take a Look.” From the start, I had no idea where the ad was going, but it immediately grabbed my attention—after all, you don’t see singing toilets every day. I found myself guessing what the product could be, from a bidet to a medical screening or even a toilet-cleaning product, which made the reveal of Liquid I.V. even more surprising. The simple message of checking your hydration is highly relatable and addresses an everyday issue for many people, and the ad delivered it in a fun, unexpected way while clearly positioning the product as the solution.
Owen O’Riordan, Senior Copywriter
Coinbase, “Everybody”
This year saw a lot of (literal) potty humor and tons of weird de-aged celebrities. The ad that stopped all the chatter at my game day party was the retro-vibed karaoke spot from Coinbase. It was a clever nod to the 2022 crypto-boom where memecoins and “the future of money” seemed inescapable. But the simplicity and bold choice to just make it something to just sing along with really caught my attention. Sometimes, keeping it simple really is the way.
Ella Shirk, Art Director
Pepsi, “The Choice”
In a sea of ads that mostly relied on celebrity status or the power of AI, the ad that had the most impact for me this year was Pepsi’s “The Choice.” Boldly using Coke’s unofficial mascot, the polar bear, and then poking fun at their old taste test experiments was a direct and powerful statement that Pepsi is coming for Coke’s top spot.
Hannah Kennedy, Senior Art Director
Lays, “Last Harvest”
This spot was a welcome, heartfelt breath of fresh air among all the showy, irreverent ads. With poignant music and a family-moments montage that we can all relate to (i.e., the little girl kissing the potato to help it grow or falling over when pulling up a plant), it humanized one of the largest food companies. By following a retiring potato farmer, it simultaneously brought out the heritage of the company and the naturalness of the product, while inviting us to remember all the moments where Lays chips have had a place in our lives.
Courtesy of Esrock Partners, a food marketing agency located near Chicago, Illinois that specializes in the food, beverage and foodservice industries and their current market trends. For a close-up of our capabilities, see our services.