the big game 2026: ads that worked and what we can learn

There are very few moments each year when advertising full steps into the spotlight. When brands release their biggest work all at once, it becomes less about individual campaigns and more about what those ads say collectively.

This year’s ads felt especially telling. The spots that cut through felt self-aware, human, funny, or emotional. Here’s our take on the biggest winners from the broadcast and what we can take from them as marketers.

Amazon Alexa: “Alexaaaa+”

AI was everywhere this year, but the standout wasn’t the most futuristic or impressive. It was the most relatable.

The Amazon Alexa commercial worked because it said what a lot of people are already thinking. AI is helpful, but it can also feel a little unsettling. Instead of pretending that fear doesn’t exist, the ad leaned into it with humor.

It felt like the brand was in on the joke with us.

Why it worked:

• It acknowledged real consumer hesitation

• It used humor to lower the barrier to trust

• It entertained before it tried to sell

  
  

What we can take from this:

If your product lives in a complex or emerging space, don’t smooth over the uncomfortable parts. Address them honestly. People trust brands that feel aware of the moment they’re in

Dunkin’: “Good Will Dunkin’”

Dunkin’ leaned fully into nostalgia and storytelling with “Good Will Dunkin’,” a spoof of Good Will Hunting that played like a lost ’90s sitcom pilot. Ben Affleck returned alongside a star-packed cast of familiar faces, blending humor and pop culture in a way that felt fun and intentional.

The ad felt more like entertainment than advertising, which made it instantly shareable and memorable.

Why it worked:

• Nostalgia pulled people in immediately

• Celebrity cameos supported a strong concept instead of distracting from it

• It felt like a cultural moment, not just a brand message

  
  

What we can take from this:

When nostalgia is playful and confident, it feels fresh. If people are laughing before they even think about the brand, you’ve already won.

Anthropic: “Can I Get a Six Pack Quickly?”

Anthropic’s ad took a very different approach to AI, and that’s exactly why it stood out. The spot opens with a familiar question directed at AI: can I get a six pack quickly? The response starts out grounded and reasonable, acknowledging that fitness goals are achievable. Then it takes an unexpected turn.

Instead of pushing workout advice, the AI suddenly recommends a product, “StepBoost Max,” insoles that promise to add height and help short kings stand tall. The recommendation feels awkward, unnecessary, and slightly uncomfortable on purpose.

That discomfort is the point.

The ad is making a clear statement about where things are headed. As AI becomes more embedded in everyday life, brands will inevitably try to advertise through it. Anthropic uses this exaggerated example to show how strange and intrusive that could feel, and to draw a clear line around what they do not want Claude to become.

Why it worked:

• It sparked conversation instead of delivering a polished messageThe product recommendation felt intentionally wrong, which made it memorable

• It highlighted a future concern around AI and advertising without being preachy

  
  

What we can take from this:

This ad isn’t really about fitness or insoles. It’s about trust. Anthropic is signaling that while AI will soon be a new advertising channel, not all AI should operate that way.

For marketers, this is a reminder that as new platforms emerge, how brands show up matters just as much as where they show up. Just because advertising is possible doesn’t mean it will feel welcome.

This spot smartly uses discomfort to start a bigger conversation, and that’s what makes it effective.

Rocket and Redfin: “America Needs Neighbors Like You”

This commercial took a softer, more emotional approach. In a time where people need their neighbors more than ever, the focus on kindness, community, and showing up for one another felt especially relevant.

Instead of centering on transactions or home buying mechanics, the spot highlighted everyday moments of support and connection. It felt timely without being heavy-handed and emotional without being preachy.

Why it worked:

• It reflected a real cultural moment

• The emotion felt sincere and grounded

• The brands positioned themselves around shared human values

What we can take from this:

When brands tap into how people are actually feeling right now, the message lands deeper. Sometimes the most powerful thing a brand can do is remind people they’re not alone.

Levi’s: “Backstory”

Levi’s chose simplicity over spectacle. The ad trusted the brand’s legacy, visuals, and identity without over-explaining or chasing trends.

It was confident, understated, and timeless.

Why it worked:

• Strong brand identity carried the message

• Visual storytelling did the heavy lifting

• It didn’t try to compete for attention, it earned it

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What we can take from this:

When a brand knows who it is, it doesn’t need to be loud. Restraint can be one of the most powerful creative choices.

What stood out most about this year’s ads is how closely they reflect what we’re already seeing in our everyday work as marketers.

Final Thoughts

There is a clear shift happening. Audiences are moving away from perfection and toward what feels real. That shows up not just on the biggest advertising stage in the world, but especially on social media. People are responding more to content that feels human, unpolished, and authentic than to anything overly produced or staged.

This is something we’ve been actively talking to our clients about for the past six months. The brands that are winning right now are the ones willing to loosen the grip a little. They are showing personality. They are leaning into honesty. They are letting things feel lived-in instead of perfectly curated.

The ads that worked this year did the same thing. They trusted the audience. They reflected real emotions. They didn’t try to be flawless. They tried to be relatable.

As marketers, the question isn’t how polished we can make something look. It’s how true it feels to the people on the other side of the screen.

That’s where attention is going. And that’s where real connection happens.