The Patriots are back: 2026 Super Bowl LX ads to watch
With the Patriots officially heading back to the Super Bowl on February 8, there is a lot of anticipation around our agency. We have a few members on our team who are huge fans, and their excitement for this return to the big stage has definitely made the lead-up to the game more interesting.
While the football is the main event, we are also paying close attention to how the nation’s biggest brands are showing up during the breaks. Super Bowl creative can be hit or miss, but the 2026 lineup shows a refreshing shift toward cinematic storytelling and self-aware humor. Here are four confirmed commercials to watch for on Sunday.
The ads to watch out for on Super Bowl Sunday
1. Hellmann’s: "Meal Diamond" This one hits close to home for anyone who has spent time in New England. Hellmann’s is leaning into a regional anthem by having Andy Samberg parody Neil Diamond. He will be performing a mayo-themed remix of "Sweet Caroline," renamed "Sweet Sandwich Time," alongside Elle Fanning.
2. Squarespace: “Unavailable” Squarespace often sets the bar for visual identity, but this year, they have gone full cinema mode. Reunited with director Yorgos Lanthimos, Emma Stone stars in a moody, black-and-white spot titled "Unavailable." This quiet, cinematic approach is a smart tactical move to command the viewer’s full attention.
3. Instacart: "Bananas" Instacart is leaning into a retro-disco aesthetic with an unlikely duo: Ben Stiller and Benson Boone. Directed by Spike Jonze and shot on vintage tube cameras for an authentic 70s look, the ad features the two as a musical pair singing about their new Preference Picker tool.
4. Uber Eats: "Build Your Own Super Bowl Commercial" Uber Eats is taking a highly interactive approach this year with a campaign featuring Matthew McConaughey and Bradley Cooper. Instead of a traditional linear ad, they are launching a "Build Your Own Super Bowl Commercial" experience that allows fans to use an AI-driven tool to mix and match celebrity cameos and punchlines. It is a smart way to turn a 30-second spot into an ongoing digital engagement
Final thoughts
Between the Patriots' return and the creative swings we are seeing from these brands, February 8th is shaping up to be a significant night. We will be watching closely to see which of these campaigns actually lands successfully and which ones find a way to cut through the noise.