What the best Big Game commercials say about brand storytelling in 2026

The biggest sporting event in America isn't just about what happens on the field—it's advertising's most influential stage. For one night, over 100 million people tune in expecting to be entertained, surprised, and maybe even moved by commercials—a phenomenon that is closely tied to one of the biggest games of the year. This year was no different, with brands investing an average of $8 million per 30-second spot to reach an engaged audience of over 125 million viewers.

But this year, something in brand messaging shifted. Yes, the celebrities showed up. Yes, the spectacle was delivered. But the work that lingered the next morning didn’t win because it was louder. It won because it was more human.

Across the board, the most talked-about ads balanced craft and technology, humor and purpose, culture and context. AI appeared everywhere, but as a tool—not the hero. Celebrities were plentiful, but the work that resonated didn’t rely on them. And perhaps most notably, brands didn’t treat the Big Game as a single moment. The commercials that resonated most demonstrated something crucial: technology amplifies great ideas, but human creativity remains irreplaceable. That balance is integral in advertising's next chapter.

We asked five Amazon Ads leaders which ads stood out to them and why. Here are their favorites.

Amazon hosted a lounge during the Big Game in San Francisco.

Sarah Iooss, Director, Global Agency & Global Twitch Ads

“My favorite ad of the night was from Lay's, and it hit me in a way a lot of other game day ads don’t. The story centered on a daughter and her aging father passing down tradition. You could feel both perspectives: the pride of the parent watching their legacy take shape, and the weight and beauty of the child carrying it forward. As a daughter and a mom, it brought tears—the kind of emotional reaction only the best ads deliver.

From a craft standpoint, Lay’s didn’t rely on celebrities or spectacles. They trusted the story. In a night where many brands try to be louder to break through, Lay’s whispered, and we all leaned in. That kind of confidence comes from knowing your brand's core values and letting it speak.

What stood out to me more broadly this year was how the best ads balanced entertainment with authentic human connection. Looking ahead, I believe interactive formats are where we need to lean in. The ability to move consumers from inspiration to engagement to action in real time is what will define the next chapter of advertising.”

Tanner Elton, VP of US sales, Amazon Ads

“My favorite ad was Dove’s ‘This Game Is Ours.’ As the father of a young girl playing sports, it hit me personally. But professionally, what impressed me most was how consistent Dove has been over the years. This wasn’t a brand trying to be relevant for the moment—it was reinforcing a long-standing commitment to confidence and self-esteem on the biggest stage in the media.

It was in line with the biggest trend I saw this year—purpose and authenticity win when they’re rooted in continuity. Brands that know who they are and reinforce that consistently build equity that lasts.

Coming out of such a big moment on the advertising stage, brands need to think beyond just awareness and focus on what happens after the ad. Game day commercials drive action, including search, consideration, and purchase. Brands who didn’t already have the next steps activated in that journey missed a real opportunity.”

Danielle Carney, Head of U.S. Video and Live Sports Sales, Amazon Ads

“I loved the wit and cultural timing of the DoorDash spot featuring 50 Cent. What made it stand out to me was how the brand didn’t stop at one version of the ad. They released multiple cuts and leaned into social with outtakes, turning a single moment into an ongoing content stream. It felt lighthearted, timely, and very true to the brand’s personality.

With DoorDash and other ads alike, I noticed the sheer volume of AI references and an explosion of celebrity appearances—from A-list actors to nostalgic sitcom stars. Celebrities in commercials have always been the case; however, this year felt like an explosion from Bradley Cooper, John Hamm, Scarlett Johansson, Ben Affleck, and every star of a 90s sitcom. Brands use these familiar faces to evoke emotional connections with viewers in a way only possible through trusted names.

Beyond the game day ad, the strategic opportunity I see is the halo effect that lingers after. Brands see measurable impact for weeks following the game. The best ads spark conversation and emotional connection to the brand. The question is: how are advertisers remarketing to those engaged audiences while the memory is still fresh?”

Alan Moss, VP of Global Advertising Sales, Amazon Ads

“In a sea of humor-forward ads, I kept coming back to Dove. What struck me was the energy. Last year’s work tugged quietly at heartstrings. This year, the message was louder, bolder, and full of joy. It flipped the script around girls leaving sports because of low self-esteem and made you root for them like you would for a team on the field.

From a broader industry perspective, what stood out to me wasn’t just creative—it was the need to rethink how we measure success. The old boxes of “brand” and “performance” are gone. The advertisers winning today aren’t chasing every new platform; they’re focused on real business outcomes and understanding audiences across touchpoints.

My advice for 2026 is simple: the gap between building your brand and driving performance is artificial—the best advertising does both.”

Amy McDevitt, Head of Sports Partnerships, Amazon Ads

“The most contextually brilliant creative for me came from e.l.f. Cosmetics with its telenovela-style spot starring Melissa McCarthy. With so much conversation leading into the game around Bad Bunny’s halftime show, e.l.f. found an organic way into the cultural moment without relying on official IP. The result was memorable, culturally fluent, and perfectly timed.

What fascinated me this year is that there wasn’t a single formula for success. Whether it was celebrity, music, emotional storytelling, humor—they all worked when executed well.

Looking ahead, I think advertisers should embrace creative versioning year-round. Fans see the same commercials dozens of times in a season. Imagine the impact if brands told new stories throughout the year instead of repeating the same one.”

What do these learnings mean for advertisers in 2026?

This year revealed one prominent trend evolving in real time, while AI is accelerating how advertisers operate; human storytelling is still what moves people. Purpose resonates, but only when it’s authentic. And similar to the Big Game, the strongest advertisers don’t think of their ads as a single moment—it's an opportunity to spark weeks of conversation, content, and commerce. The ads our leaders are still talking about didn’t treat viewers like impressions. They treated them like people.