The Super Bowl isn't just about the touchdowns; it's a battlefield for brands, and in 2026, some ads soared while others spectacularly crashed and burned!
Super Bowl 60, a thrilling showdown where the Seattle Seahawks emerged victorious against the New England Patriots, also served as a major stage for advertising. While the athletes battled on the field, brands engaged in a fierce competition for viewer attention, with some hitting a home run and others fumbling the ball.
The financial stakes for these commercials are astronomical. A mere 30 seconds of prime Super Bowl airtime can command a staggering $10 million! And that's just the tip of the iceberg; companies pour additional millions into the creation of their ads, securing high-profile celebrity endorsements, and building pre-game buzz to ensure their message cuts through the noise.
But here's where it gets interesting: According to the esteemed experts at Northwestern University's Kellogg School of Management, the most impactful Super Bowl ads of 2026 masterfully blended emotional resonance or humor with a crystal-clear demonstration of their product's value or purpose. Their annual post-game analysis highlighted Google's commercial for its Gemini artificial intelligence service as the standout performer. This ad didn't just sell a product; it tugged at viewers' heartstrings by showcasing how Gemini could help visualize a dream home, complete with fresh paint, a redecorated child's bedroom, and a charming garden. It was a perfect marriage of sentiment and utility.
"This particular advertisement truly embodies what Google has historically excelled at: weaving together authentic emotional narratives with a straightforward illustration of how their product can seamlessly integrate into the fabric of everyday life," commented Tim Calkins, a clinical professor of marketing and a co-leader of the Kellogg School's Super Bowl Advertising Review.
And this is the part most people miss... While Google was celebrating, Coinbase received a rather unflattering 'F' grade from Kellogg's review. Their ad, featuring the Backstreet Boys and karaoke-style lyrics, was deemed a failure because it left viewers completely in the dark about what Coinbase actually does or why anyone should consider using it. The business school's critique was blunt: the ad simply didn't communicate its core message effectively.
The Best of the Best: Google's Super Bowl Ad
Google's winning commercial, aptly titled "New Home," showcased the tech giant's impressive AI capabilities. The ad followed a mother and her young son as they used the Gemini app to envision their new house, complete with a beautifully landscaped garden and various wall color options. The ad was undeniably heartwarming, featuring an adorable baby, a picturesque house, and a loyal family dog, all contributing to its charm. The Kellogg panel, which assigns grades from A to F, awarded Google's ad a coveted 'A'.
The One That Missed the Mark: Coinbase's Super Bowl Ad
Coinbase's advertisement landed with a thud, earning a failing grade from the Kellogg review panel. The minimalist commercial was criticized for its lack of clarity, leaving viewers unsure of what the cryptocurrency exchange actually offers. The ad didn't even hint that it was related to cryptocurrency, a significant misstep for a brand in that sector.
The Full Scorecard: Super Bowl 60 Ad Ratings
Here's the complete breakdown of Super Bowl 60 commercial ratings from the Kellogg panel, evaluating their marketing effectiveness:
A-Rated Ads:
- Bosch
- Novartis
- Anthropic (Claude)
- Michelob ULTRA
- NFL
- Pepsi
- TurboTax
- Levi's
B-Rated Super Bowl Ads:
- Fanatics Sportsbook
- Lay's
- Ring
- Xfinity
- T-Mobile
- Uber Eats
- Hellmann's
- Microsoft Copilot
- Squarespace
- Grubhub
- Wix
- Budweiser
- Pokémon
- Meta
- Liquid Death
- Red Bull
C-Rated Super Bowl Ads:
- Apartments.com
- Homes.com
- Liquid I.V.
- Toyota
- Dove
- Universal Orlando Resort
- Pringles
- Blue Square Alliance Against Hate
- Hims & Hers
- Wegovy
- Nerds
- Base44
- Ro
- Dunkin'
- Bud Light
- Toyota
- Genspark
- State Farm
- DraftKings
- Boehringer Ingelheim
- Cadillac
- Kinder Bueno
- WeatherTech
- Amazon (Alexa)
- OpenAI
D-Rated Super Bowl Ads:
- Ritz
- The MAHA Center
- Poppi
- Instacart
- Redfin/Rocket
- Salesforce
- He Gets Us
- Svedka
- Volkswagen
F-Rated Super Bowl Ads:
- Coinbase
- ai.com
What do you think? Were the experts right on the money with their ratings, or did some of your personal favorites get snubbed? Did any of the 'F' rated ads actually resonate with you, even if they weren't clear? Share your thoughts in the comments below – let's debate!
