Advertisers bet big on this year's big game between the Seattle Seahawks and the New England Patriots in Super Bowl LX at Levi's Stadium in Santa Clara, California.
In the weeks leading up to the game, ABC News got a look at some of the top ad campaigns that hit screens across the country during the Super Bowl.
Scroll below to check them out.
The new spot brought to life a fictional sitcom set in 1995, meant to be a riff on Affleck's famed movie "Good Will Hunting" starring A-listers from the 90s including Jason Alexander, Jasmine Guy, Alfonso Ribeiro, Jaleel White, Jennifer Aniston, Matt LeBlanc, and Ted Danson, and retired NFL star Tom Brady.
LeBlanc, who grew up in a suburb outside Boston, told ABC News he loved Affleck's concept.
"It was a great throwback to the sitcoms in the 90s and it was really fun to do it because I know Alfonso and I know Jaleel and I've met Jennifer a couple of times," he said with a laugh, referring to his "Friends" co-star of 10 years. "It was just super clever and really fun to watch it all go down."
LeBlanc noted that the Dunkin' creative team shot on real film and built a retro set to capture the look and feel of the era.
In the ad, Affleck's character harkens back to LeBlanc's character Joey, using Joey's famed pickup line, "How you doin'?"
"It was clever for him to say it -- then my character appreciates it and likes it," LeBlanc said. "That was an interesting spin."
Watch the full spot and more about the ad here.
The mayonnaise brand that made headlines last year with "When Sally Met Hellmann's" was back for the big game, this time featuring Andy Samberg as "Meal Diamond."
In the spot, Samberg channels his former Lonely Island glory as he sings a melodic spoof about sandwiches to replace the iconic Neil Diamond "Sweet Caroline" lyrics.
His signature comedic energy shines as he gets everyone inside a bustling deli to sing along as they enjoy some sandwiches with Hellmann's mayo.
The ad featured a cameo from Elle Fanning, Salt Hank's sandwich shop owner and content creator Henry Laporte, as well as food influencer Keith Lee.
Nick Carter, Howie Dorough, AJ McLean, and cousins Brian Littrell and Kevin Richardson make up the Backstreet Boys, and just like their hit album title, this year for the big game, Backstreet's back.
For their Super Bowl ad with T-Mobile, the band surprises T-Mobile customers in the middle of a Times Square retail store, plus, there's a special cameo from Machine Gun Kelly.
"It's just been a collaborative effort between, I feel like, with these producers, the directors and everybody," Carter said in an interview with ABC News' Will Reeve about the Super Bowl ad, ahead of the game. "It's been a really great experience."
Uber Eats announced teases for the continuation of its big game campaign for Super Bowl LX -- which aired in full during the second quarter of the big game -- starring Matthew McConaughey, who goes head-to-head with the sport's staunchest defender, Bradley Cooper, to debate if football was actually invented just to sell food.
There are three new teasers starring McConaughey. In the first, he's seen driving a pick-up truck alongside Cooper, who is jogging through a neighborhood, repeatedly shouting "food" in his face. In the next, he sits at the kitchen island with finger-puppets, acting as if Cooper has seen the light and finally agreed with his "foodspiracy." Finally, he interrogates the San Francisco 49ers mascot Sourdough Sam.
Parker Posey also reunited with McConaughey -- her former "Dazed and Confused" co-star -- in this year's ad spot, with a nod to her iconic character from "The White Lotus," pointing out that she's not meant to have an uncomfortable Super Bowl.
The food delivery platform also expanded its campaign presence with new in-app content for the first time this year as well, giving fans a way to build their own Super Bowl.
The in-app ad boasts cameos from stars including Addison Rae, Amelia Dimoldenberg, Tramell Tillman, Sauce Gardner, Jerry Rice, Floyd "Pork Chop" Womack, and San Francisco 49ers mascot Sourdough Sam, alongside McConaughey, Cooper and Posey.
The "Brat" singer posted a carousel of images to Instagram on Feb. 1, posing alongside actress Rachel Anne Sennott to tease their Poppi Super Bowl spot.
The duo appear to bring the "vibes" for football's biggest stage in the new ad, which was directed by Charli xcx's longtime collaborator and "The Moment" director Aidan Zamiri and developed by creative agency MIRIMAR.
The "Giggly Squad" co-host and acclaimed actor star together in candy brand Kinder Bueno's first-ever big game commercial for its "Yes Bueno" campaign, which seeks to prove that one bite of the wafer, chocolate, and hazelnut cream treat can turn any letdown into a delightful distraction.
The high-stakes, space-themed situation is complete with astronaut suits, extraterrestrials, babies, surreal transitions and black holes.
The singer and rapper Post Malone, comedian Shane Gillis, and NFL legend Peyton Manning reprised their roles from Bud Light's 2025 backyard barbecue ad, this time as wedding guests who barrel into action after a runaway Bud Light keg tumbles down a steep hillside.
In tandem with the ad release, Bud Light shared an exclusive Q&A with the Grammy-nominated Malone, who recapped making the spot.
"There's a lot of lore, a lot of fun things that go on behind the scenes -- it's really special and it's always such a fun, amazing time filming with everybody and being a part of the team," Malone said of the Super Bowl ad experience, ahead of the game.
When asked who he'd select as groomsmen from the Bud Light roster of talent, Malone said he "would have to obviously bring Shane Gillis [and] Peyton Manning" along with other past characters "Real Men of Genius and the Budweiser frog," whom he joked could "fill out a tux like a m-----f-----."
Bravo TV host Andy Cohen starred in the big game spot for the tangy candy company, which dropped a first-look 15-second trailer ahead of the game, hinting at a confection-filled pool party where Cohen answers a call from his "taste bud," who has some "juicy" news to share.
The full spot aired during the second quarter of Super Bowl LX.
Pepsi unveiled its bold new big game campaign, "The Choice," for the brand's Super Bowl LX commercial, featuring a cola‑loving polar bear.
In the 30-second spot, directed by Academy Award-winning filmmaker Taika Waititi, the larger than life arctic dweller sits in a blind taste setting, confronting a long-running cola rivalry head‑on.
Branding and assumptions are stripped away as the bear makes his choice for Pepsi Zero Sugar, before a comedic self‑discovery montage -- director Waititi also stars in the spot as the polar bear's therapist -- that celebrates his newfound love of Pepsi.
The company did not immediately comment on the obvious nod to Coca-Cola's trademarked polar bear, which first hit the soda commercial scene in 1993.
America's top-selling beer brand was back in the big game, this time with a fresh ski-themed spot combining two massive tentpole events -- the Super Bowl and the Winter Olympics -- in "The ULTRA Instructor."
The star-studded 60-second ad follows Kurt Russell as a legendary ski instructor who coaches Lewis Pullman's character to unlock a competitive edge when paying for rounds of Michelob ULTRA is on the line.
As the training unfolds, Russell offers a subtle and playful nod back to his portrayal of 1980 U.S. Olympic hockey coach Herb Brooks in the 2004 Disney drama "Miracle." Much like when Herb repeatedly shouts "again" to the Team USA players to sprint on the ice, Russell has Pullman's character sharpen skis and insists "again" in the same intonation.
The spot was directed by Joseph Kosinski, who previously worked with Pullman on "Top Gun: Maverick."
Olympic snowboarder and gold medalist Chloe Kim and NHL champion and Olympian T.J. Oshie also appear in the commercial for the official beer sponsor of Team USA.
While this is Russell's inaugural big game ad -- which he said was "a real treat" to do with Michelob -- his yellow lab Roy famously took the internet by storm last Super Bowl for another Anheuser-Busch label ad, co-starring alongside the iconic Budweiser Clydesdales.
"My character showcases how a coach, or an instructor, can help motivate an athlete to unlock their competitive spirit and achieve victory -- whether that's impressing friends on the slopes to win ULTRA's or going for Olympic gold," Russell said in a press statement. "I'm excited for fans to see this, especially as we head into the pinnacle of sporting competition with the Super Bowl and the Olympic Winter Games."
Instacart was also back for the big game with a new ad, "Bananas," starring Ben Stiller and Benson Boone.
The 30-second spot, directed by award-winning filmmaker Spike Jonze, features the duo as retro European disco-pop performers and highlights Instacart's new Preference Picker product feature.
Stiller hailed Jonze as "one of our great directors" and said in a press release ahead of the game that "working with him was a dream."
"Benson is insanely talented, both as a dancer, singer, athlete, and now actor," Stiller said. "The whole thing was so much fun."
The commercial opens with Stiller and Boone singing a duet about how they choose their perfect bananas using Instacart's new product feature, before it escalates into a musical showdown, complete with Boone's signature mid-performance flip.
When Stiller attempts to match the move, he crashes into the drum set and the music carries on.
The commercial was shot on vintage tube cameras for a retro disco energy and will air during the first quarter of the game in the U.S.
"Working on a Super Bowl commercial for Instacart blew my mind," Boone said in a press release. "However, adding Ben Stiller to the equation -- diabolical."
The beer company unveiled its 60-second spot first on "Good Morning America" earlier this week, which features a baby Clydesdale horse and a newly hatched bald eagle.
This story was originally published on Jan. 28, 2026 and has been updated to include newly released commercials.
