Best Commercials of Super Bowl LX cost roughly $8 million a slot, and most of that money still goes up like lighter fluid. A standard 30 second slot landed around that figure, and a handful climbed past $10 million during the buying season.
The football did its part, too. Seattle beat New England 29 to 13 at Levi’s Stadium, and the game moved like it wore ankle weights: six Seahawks sacks, five Jason Myers field goals, and a strip sack that turned into a late defensive touchdown. Seattle’s defense never let the Patriots breathe, and the pace of the game gave the commercials room to land.
That’s the trick with Super Bowl Sunday. Everyone shows up for the Lombardi Trophy, then the breaks start throwing elbows. The room laughs, groans, argues, rewinds. Somebody screams “that one was actually good” like they just spotted a rare bird.
So this ranking treats the ads like the co main event they really were. Here are the Best Commercials of Super Bowl LX from 10 to 1, built on craft, cultural stickiness, and the hard numbers that tracked what viewers actually felt.
Why the breaks felt louder than usual
Super Bowl LX had a defensive spine. Long stretches ran on tension and field position, not fireworks. That kind of game creates space for everything around it to feel bigger.
Advertisers leaned into that opening. Plenty of brands played it safe with humor and celebrity, trying to avoid controversy in a jittery climate. The interesting part is the ads that landed did not all follow the same script. A few went sentimental, silly. A few poked the AI anxiety that hovered over the whole week.
The clearest scoreboard for this list comes from iSpot Creative Assessment, which tracks Likeability Score and Brand Recognition through survey testing. Their Likeability Scores run 1 to 950, and they compare each ad to a recent Super Bowl norm. Numbers alone do not make an ad great, but they do expose which spots cut through the noise.
This countdown follows the top 10 ads for Super Bowl LX from that scoring, then layers the editor’s view on top of it. The data says these ads stuck. The writing here explains why.
What this list rewards
A Super Bowl ad wins in three ways.
First, it stops the room. Not the polite kind of attention. The real kind, where someone pauses mid bite.
Second, it makes the brand impossible to miss without turning the whole thing into a billboard. If viewers remember the joke but forget the company, that is just expensive improv.
Third, it leaves residue. A line people quote. A scene someone texts to a friend. A feeling that hangs around after the final whistle.
That’s the lens. Now the ranking.
The Best Commercials of Super Bowl LX ranked
10. Dove This Game Is Ours
Dove came in quiet, which already felt rebellious on a night built for noise. The spot lives in small moments: a girl adjusting a jersey, a sideline glance that reads like doubt, the way confidence can leave without making a sound.
The scoring put it at 690 Likeability with 82% Brand Recognition, which tells you the message landed and the brand stayed visible. The ad’s power comes from its restraint. It doesn’t beg you to feel something. It just shows you the exit door girls walk through when sports starts feeling like judgment.
That choice matters because the Super Bowl audience rarely gets shown that version of sports.
9. Bud Light Keg
Bud Light understood the assignment. Give people a simple gag, move fast, and keep the product in the frame without acting thirsty about it.
A runaway keg turns a wedding into a full sprint with Peyton Manning, Post Malone, and Shane Gillis chasing it like it stole rent money. The joke stays clean enough for any room, but it still hits because everyone has seen a party go sideways for a reckless reason than this.
The scoring put it at 698 Likeability and 85% Brand Recognition. That is the exact profile Bud Light needs on this stage. Funny, recognizable, uncomplicated.
You could feel the couch decide it wasn’t getting up during this one.
8. Toyota Where the Dream Began
Toyota went the other direction. No chaos. No wink. Just beginnings.
The ad moves through origin points with Bubba Wallace, Puka Nacua, and Oksana Masters, framing the early grind as the real story. The best part is the tone. It doesn’t feel like a motivational poster. It feels like someone remembering what it cost.
The scoring put Toyota at 701 Likeability with 75% Brand Recognition. The brand presence sits solid, but the emotional hook does most of the work.
Some Super Bowl ads chase the loudest laugh. Toyota chased the quiet nod.
7. XFINITY Jurassic Park Works
This is nostalgia done with discipline. XFINITY brought Sam Neill, Laura Dern, and Jeff Goldblum back into the Jurassic world, then aimed the joke at modern life: what if the park finally worked because the internet finally worked.
The spot wins on pacing. It lingers just long enough on the familiar faces, then turns the premise into a clean punch line about reliability. Viewers didn’t have to learn the joke. They recognized it in the first frame.
The scoring put it at 703 Likeability with 79% Brand Recognition. The characters carried the whole thing, which fits. Jurassic Park nostalgia still prints attention like money.
A dinosaur chase feels less stressful than your Wi Fi dying during the Super Bowl, and the ad knew it.
6. Michelob ULTRA Olympics The Instructor
Michelob ULTRA packaged sweat like a reward. The Olympics angle hit hard because Milano Cortina sits close enough to feel real now, not like a distant brand pitch.
Kurt Russell plays the hard edged instructor, with Lewis Pullman, Chloe Kim, and T.J. Oshie dropping in like a highlight reel. The spot looks expensive in the right way. Training sequences, crisp cuts, a song that feels built for montage.
The scoring gave it 708 Likeability and 79% Brand Recognition. The visuals ranked as the best part, which checks out. It’s an ad that makes you want to move, then makes you want a drink.
The clever move is the timing. It borrowed the Olympic glow without needing official ceremony language.
5. Lay’s Last Harvest
Lay’s took a huge swing and didn’t flinch. Farming stories can go corny fast, but this one stays grounded. The father daughter dynamic carries a real weight, the kind people recognize even if they’ve never touched a field.
You could hear the room change during this one. Jokes stopped. Phones went down. Someone got quiet for a reason they didn’t want to explain.
The scoring put Lay’s at 708 Likeability with 86% Brand Recognition. The message ranked as the best thing, and that’s the point. It’s a potato chip ad that made people think about time, work, and inheritance.
That doesn’t happen often on Super Bowl night.
4. Pepsi Zero Sugar The Choice
Pepsi won by being weird in a controlled way. A polar bear takes a taste test, then spirals into identity crisis therapy with Taika Waititi, set to Queen’s I Want to Break Free.
The joke lands because it plays with something real: brand loyalty as personality. It also lands because the bear commits. No half effort. No lazy wink.
The scoring posted 728 Likeability and a massive 90% Brand Recognition, one of the strongest recognition marks on the slate. That means viewers didn’t just enjoy it. They remembered who it belonged to.
The cultural aftertaste is the line it draws. Choosing a soda should be nothing. The ad treats it like a small act of freedom. That’s funny because it’s close to true.
If you want the official rundown of the spot, Pepsi’s release on “The Choice” lays out the intent and the craft.
3. Amazon Alexa+ Chris Hemsworth Thinks Alexa+ Is Scary Good
Amazon made the smartest tech joke of the night by aiming the spotlight at the fear sitting under the whole AI wave. Chris Hemsworth plays the guy who realizes Alexa+ might be helpful in a way that feels invasive.
The spot keeps its momentum because it doesn’t explain features like a brochure. It shows reaction and paranoia. It shows how quickly convenience can start feeling like surveillance.
The scoring put it at 729 Likeability with 77% Brand Recognition. The characters ranked as the best thing, and Hemsworth sells the entire premise with his face alone.
This one felt like the first truly modern Super Bowl tech ad in a while. Funny, uneasy, and honest about why people hesitate.
For the official background on the campaign, Amazon’s own breakdown of the Alexa+ Big Game spot fills in the details.
2. Budweiser American Icons
Budweiser didn’t try to reinvent itself. It leaned into myth and dared you to roll your eyes. Most viewers didn’t.
Clydesdales. Big American imagery. A song choice that pushes the whole thing into anthem territory. The ad understands that Budweiser’s strongest asset is not novelty. It’s familiarity, the feeling that this brand has been here for every version of the country.
The scoring put it at 747 Likeability with 85% Brand Recognition. The visuals ranked as the best thing, and they deserve it. The craft looks like a short film with purpose.
In a year where ads often felt afraid of being earnest, Budweiser went all the way in.
If you want the official brand framing, Anheuser Busch’s newsroom post on “American Icons” spells out the anniversary angle.
1. Ring Search Party Be a Hero in Your Neighborhood
Ring took the top spot because it pulled off the hardest move on Super Bowl night. It made a tech product feel like a neighbor.
The ad starts with the simplest hook in the world: a kid and a dog. Then it flips into the nightmare: the dog goes missing, the searches begin, the helpless feeling takes over. The feature arrives as solution, not as flex. Search Party turns doorbell footage into a community tool.
The scoring crowned it at 755 Likeability with 83% Brand Recognition, the top Likeability Score on the slate. The message ranked as the best thing, which says everything. People didn’t just like the story. They liked what it asked them to be.
That is why it sits at number one. Super Bowl LX had plenty of celebrity, plenty of spectacle, plenty of expensive jokes. Ring made the room feel something basic and human, then tied that feeling to a clear product purpose.
What Super Bowl LX ads revealed about 2026
Best Commercials of Super Bowl LX weren’t unified by one style. They were unified by one instinct. They respected the audience’s attention like it costs something, because it does.
The price tag made that obvious. Waste a slot at that rate and you don’t just lose a marketing bet. You become a punch line.
The football backdrop mattered too. Seattle’s win over New England played like a defensive statement. Low scoring stretches make a living room restless. Great ads feed that restlessness in the right direction.
So the bigger takeaway isn’t that humor beat emotion, or that nostalgia beat tech. The real lesson is simpler. The winning ads gave the audience a role.
Dove asked viewers to protect a kid’s confidence. Lay’s asked viewers to honor work they don’t see. Pepsi asked viewers to laugh at loyalty. Amazon asked viewers to admit they’re nervous. Budweiser asked viewers to accept sincerity. Ring asked viewers to help.
That last one sits at the center of the whole night. Best Commercials of Super Bowl LX will keep getting compared to older classics, because every Super Bowl ad gets compared to a memory that never stops growing. The better question is forward looking.
Next year the slots will cost more. The celebrity lists will get louder. The AI promises will get bolder. Will the next Best Commercials of Super Bowl LX style winner still understand the simplest truth from this night, that people don’t replay ads because they were expensive, they replay them because they felt like something real.
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FAQs
Q1: How much did Best Commercials of Super Bowl LX cost to air? The airtime alone averaged about $8 million for 30 seconds, and some late buys climbed past $10 million.
Q2: What was the No. 1 ad in this Best Commercials of Super Bowl LX ranking? Ring’s Search Party spot finished first because viewers loved the story and remembered the product.
Q3: What does an iSpot Likeability Score mean? iSpot surveys viewers and scores how much people liked an ad, then compares it to recent Super Bowl norms.
Q4: Why did the commercials feel bigger than the game? A defensive game leaves more quiet space, so the mini movies during timeouts hit harder in the room.
Q5: Which brands stood out without leaning on the same tone? Dove and Lay’s went emotional, Pepsi went playful, Amazon leaned into AI nerves, and Budweiser leaned into no
