Super Bowl 2026: The Ads That Caught Our Eye at Ignite Digital Marketing

Super Bowl commercials aren’t just ads, they’re cultural moments. This year’s lineup gave us plenty to talk about, from internet-ready humor to emotional storytelling and marketing-forward concepts that hit especially hard for our team.

Here are the commercials the Ignite Digital Marketing team loved most, and the specific moments that made them memorable.

Katie’s Favorites: Nostalgia, Storytelling, and Big Life Energy

Pepsi, “The Choice”

Katie loved Pepsi’s Super Bowl 60 commercial, The Choice, which revisited one of the most iconic rivalries in marketing history: the Pepsi Challenge.

Instead of focusing on product features, the ad leaned into humor and nostalgia by using a polar bear character, a playful nod to the longtime mascot associated with Pepsi’s rival. By removing labels and bias from the equation, the commercial explored what it really means to choose Pepsi.

Directed by Academy Award-winner Taika Waititi, the spot balanced wit and familiarity, making the cola rivalry feel fresh, self-aware, and highly shareable.

Lay’s

Lay’s once again delivered a classic Super Bowl feel by turning a simple snack into a warm, relatable moment. The brand’s strength continues to be its ability to make everyday situations feel emotional and human, a formula that consistently resonates with wide audiences.

Bud Light, Wedding-Themed Spot

Katie also gravitated toward Bud Light’s wedding-themed commercial, which leaned into celebration, chaos, and humor. With weddings being such an emotionally charged and relatable milestone, especially as Katie is getting married this year, the ad’s playful take on love and partying hit home.

Katie’s Big Takeaway

One overarching theme Katie noticed across many commercials was the increased presence of AI, whether through visuals, scripting, or concept execution. It was a clear sign of where advertising creativity is headed.

Jack’s Favorites: Community-Driven Tech and Humor That Lands

Ring Doorbell, Lost Dogs

Jack found Ring’s commercial particularly compelling because it was a smart shift away from a hard product sell.

Instead of focusing on features, it centered on emotion, community, and everyday moments that people actually care about. The story followed neighbors coming together to help find lost dogs, tapping into that shared feeling of wanting to help when something is missing.

It positioned Ring as a connector rather than just a security device, which made the brand feel more human and trustworthy. The visual storytelling was fast, memorable, and easy to rewatch, which is key for modern ad performance.

Allie Grace’s Favorites: Internet Energy and Pop Culture Timing

Squarespace, “Unavailable” with Emma Stone

Allie Grace loved Squarespace’s Super Bowl commercial, Unavailable, which took a more cinematic and dramatic approach than most ads this year.

Starring Academy Award-winner Emma Stone in her first Big Game appearance, the spot was filmed in black-and-white and directed by Yorgos Lanthimos. The story follows Stone as she tries to register the domain emmastone.com, only to discover it has already been taken.

That simple moment turns into something surprisingly emotional, highlighting how closely identity and digital presence are connected today. Squarespace used the concept to remind viewers that securing your domain early is a foundational step in building a brand or business online, making the ad feel both creative and marketing-smart.

Pringles x Sabrina Carpenter

Allie Grace also loved Pringles’ commercial featuring Sabrina Carpenter, which felt like one of the most internet-ready spots of the night.

It leaned fully into humor and absurdity, turning a simple snack into a pop culture moment people immediately wanted to talk about. Sabrina’s personality carried the ad, making it playful, self-aware, and not overly polished.

The commercial worked because it knew exactly who it was speaking to and did not try to overexplain the joke. It was designed for replay, memes, and social conversation, which is exactly what modern Super Bowl advertising is all about.

Raya’s Favorites: Wellness and Travel with a Strong Message

Liquid IV

Raya’s pick, Liquid IV, stood out for its energetic wellness-forward branding. The commercial positioned hydration as more than just a product benefit, it framed it as part of an active lifestyle.

The ad matched the growing trend of health-conscious marketing, where brands connect with audiences through everyday routines, performance, and feeling your best.

Southwest Airlines, “Boarding Royale”

Raya also liked Southwest Airlines’ Super Bowl 60 commercial, Boarding Royale, which used self-aware humor to spotlight the airline’s new assigned seating policy.

Instead of ignoring the change, Southwest leaned into it by poking fun at the chaos of its long-standing open seating tradition. The ad turned a potential customer frustration into something relatable and funny.

What made the commercial work was its storytelling and self-deprecation. It showed that even a controversial service update can become memorable when communicated with clarity and personality.

David’s Favorite: Marketing That Hits Home

Squarespace, “Unavailable”

David also chose Squarespace as his favorite, reinforcing just how strongly that commercial resonated across the Ignite team.

The ad stood out because it was not just entertaining, it was deeply tied to the brand’s core message. By turning something as simple as a domain name into an emotional and cinematic moment, Squarespace reminded viewers that your online presence is foundational.

For marketers, it was a perfect example of a Super Bowl commercial that balances creativity with a clear business takeaway.