2026 Super Bowl Ads: Trends in Humor, Healthcare, and AI

Dominant Trends in Super Bowl Ads

• 🎯 Humor is the primary trend this year, with brands aiming to make viewers laugh and play it safe.
• 🎭 Many ads feature absurdist and unhinged humor, exemplified by Manscaped's singing body hair.

Healthcare and Wellness Advertising

• 💡 A significant trend is the rise of healthcare and pharma ads, with at least five brands advertising in the game.
• ⚠️ While some ads, like Hims and Hers, address sensitive topics like the wealth gap in healthcare, others focus on preventative care and overall well-being.
• 📈 The increase in these ads is linked to the growing trend around wellness and the rise in GLP-1s.

The Role of Artificial Intelligence

• 🤖 Artificial intelligence is a notable presence, both in the creation of ads and as a subject within them.
• ⚡ One alcohol brand is using AI to create its first Super Bowl ad, though the process was more labor-intensive than expected due to public reception of AI.
• 💬 Tech brands are also advertising AI technologies like ChatGPT.

Iconic Brands and Nostalgia

• 🐎 Anheuser-Busch is celebrating its 150th anniversary with a Budweiser ad featuring its iconic Clydesdales.
• 🦅 The ad subtly nods to the country's 250th anniversary with a bird transforming into an eagle, leaning into historical brand strengths.