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Super Bowl 60 took place last night, February 8, at Levi’s Stadium in Santa Clara, California. Brands such as Poppi, Dunkin’, Anthropic and Instacart brought their A-game and here you can watch their efforts in full.
This year’s Super Bowl viewing figures are yet to be officially released, but it was anticipated to attract 127.7 million viewers globally, making it one of the advertising industry’s biggest moments. Of course, brands pay millions of dollars to capitalize on this moment, bringing their A-game to cut through and capture the attention of the masses.
Across the board, this year’s ads leaned heavily into humour, nostalgia and technology. While legacy brands continued to rely on celebrity power and nostalgia, newer players focused on sharp social-first concepts designed to live beyond game day. The result was a diverse slate of campaigns that reflected the evolving advertising landscape.
For example, Poppi enlisted everyone’s favorite 365 party girl, Charli XCX, for a high-energy spot, Dunkin’ relied on star power and retro feels and Anthropic got everyone talking when it took shots at rival AI company OpenAI.
Watch all of the ads in full below.
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Follow The Drum’s live blog for the standout Super Bowl 2026 ad moments, from celebrity-packed spots and creative curveballs to social buzz and industry reaction as the game unfolds. Whether you’re here for the commercials or the football, we’re tracking the ads worth talking about as they happen.
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P&G’s senior communications director, Kate DiCarlo, who has been with the brand for over 20 years, shares the chaos, craft and charisma that made ‘The Man Your Man Could Smell Like’ legendary.
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