Preview of star-studded Super Bowl LX commercials
- - Preview of star-studded Super Bowl LX commercials
KELLY MCCARTHYJanuary 30, 2026 at 1:00 AM
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As the Seattle Seahawks prepare to take on the New England Patriots in Super Bowl LX, advertisers are already betting big with top talent to excite and entice consumers during the big game.
Quarterbacks Sam Darnold and Drake Maye will face off on the gridiron, but bars and living rooms alike will be filled with fans paying just as much attention to the off-field action between snaps as the highly anticipated new batch of Super Bowl commercials air for the first time.
As we've seen in years past, some companies are soft-launching spots with teasers, trailers, and new digital-first formats to get fans engaged well before Sunday Feb. 8, when the teams take the field at Levi's Stadium in Santa Clara, California.
ABC News got a first-look at a couple of the top food and beverage ad campaigns hitting screens across the country in less than two weeks.
Pepsi polar bear to make cola preference choice in new Super Bowl ad
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.
Kurt Russell, Lewis Pullman star in debut Super Bowl ad for Michelob Ultra
America's top-selling beer brand is 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 released on Wednesday 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 showdown between Ben Stiller, Benson Boone in new Super Bowl commercial
Instacart - PHOTO: Ben Stiller and Benson Boone star in the 2026 Instacart Super Bowl ad campaign, the brand announced on Wednesday.
Instacart is back for the big game with a new ad, "Bananas," starring Ben Stiller and Benson Boone, the shopping platform announced Wednesday.
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, adding that "working with him was a dream."
"Benson is insanely talented, both as a dancer, singer, athlete, and now actor," Stiller continued. "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.
Instacart - PHOTO: Ben Stiller and Benson Boone star in the 2026 Instacart Super Bowl ad campaign, the brand announced on Wednesday.
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."
Budweiser adds bald eagle to iconic Clydesdale Super Bowl ad
Budweiser - PHOTO: Budweiser's new Super Bowl commercial features a Clydesdale and a bald eagle.
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 to include newly released commercials.
Source: “AOL Sports”
