Every Super Bowl delivers spectacle, but a handful of commercials always break through the noise—some by being brilliantly crafted, others by being gloriously strange. With brands spending millions for seconds of airtime, the pressure to be memorable has never been higher. This year’s lineup leaned into that reality, mixing cinematic storytelling, self-aware celebrity humor, and outright absurdity. From surreal musical set pieces to emotionally charged narratives, a few ads didn’t just entertain—they sparked conversation long after the final whistle. Here are some of the memorable ads of this season.
Pepsi Zero Sugar–“The Choice” by BBDO
Brand rivalries have long fueled memorable advertising—Apple’s iconic “Get a Mac” campaign being a prime example. Pepsi Zero Sugar taps into that tradition with a playful spot featuring a polar bear clearly modeled on Coca-Cola’s famous mascot. After picking Pepsi in a blind taste test, the bear spirals into an existential identity crisis and embarks on a humorous journey of self-discovery. The tone is teasing rather than biting, and the character remains endearing throughout. It’s the kind of light-hearted Super Bowl banter designed to spark conversation—and perhaps even win a few amused smiles from loyal Coke drinkers.
Liquid I.V. — “Take a Look”
Liquid I.V. delivered one of the strangest commercials of the night by turning bathroom fixtures into a choir. Toilets and urinals in settings ranging from airplane lavatories to luxury bathrooms sing a dramatic ballad urging viewers to check their hydration levels. The ad’s deliberately absurd concept—mixing high drama with toilet humor—divided audiences but guaranteed attention. Some viewers loved its unapologetic weirdness, while others found it baffling or tasteless. Either way, it proved that in the crowded Super Bowl environment, shock value and surreal imagery can still cut through the noise and make a brand unforgettable.
Squarespace | “Unavailable” (in-house)
Squarespace reunited director Yorgos Lanthimos and Emma Stone for a Super Bowl spot that feels more like a miniature film than a commercial. In just 30 seconds, it captures the unsettling tone and dark absurdism that define their collaborations. Preserving that distinctive, offbeat sensibility—without watering it down—is what makes the ad stand out.
Instacart — “Bananas”
Instacart’s Super Bowl commercial embraced theatrical absurdity, turning grocery delivery into a retro disco musical. Directed by Spike Jonze and starring Ben Stiller and Benson Boone, the ad portrays the pair as flamboyant performers locked in a melodramatic musical rivalry over banana ripeness. Lavish costumes, exaggerated choreography, and an intentionally over-the-top tone transform a mundane feature into a surreal spectacle. The commercial stood out because it felt less like advertising and more like a short film or comedy sketch, showing how entertainment-first storytelling can elevate even everyday services into something memorable and culturally shareable.
OIKOS — “The Big Hill”
OIKOS took a simple metaphor—strength—and pushed it to comic extremes. In the ad, Kathryn Hahn and NFL star Derrick Henry tackle San Francisco’s famously steep hills, physically pushing a stalled cable car uphill. The premise is ridiculous enough to be funny, but grounded enough to keep the message clear: protein fuels performance. Physical comedy, exaggerated effort, and a playful tone make the spot feel energetic and kinetic. It’s not shocking in a crude way, but its exaggerated visual humor and sheer scale make it one of the more delightfully over-the-top commercials of the game.
TurboTax | “The Expert” by R/GA
What’s the quickest way for celebrities to win over a Super Bowl audience? Show they don’t take themselves too seriously. Adrien Brody does exactly that, playing a self-important, overly dramatic actor determined to remind everyone he’s an Oscar winner. As Brody insists on “tapping into the pain of tax season,” the TurboTax director keeps urging him to tone it down. His deadpan commitment makes the joke land, and the result feels refreshingly different from the usual ads in the category.
Michelob ULTRA — “The ULTRA Instructor”
Michelob ULTRA delivered a polished, cinematic commercial starring Kurt Russell as a tough but charismatic ski instructor mentoring a rookie played by Lewis Pullman. Shot with sweeping mountain visuals and a sports-film aesthetic, the ad blended humor with a sense of athletic aspiration. Cameos from elite athletes reinforced the theme of competition and endurance, while the storyline of mentorship added emotional depth. The result felt more like a short sports movie than a traditional commercial—stylish, confident, and visually striking—earning its place among the coolest spots of the year.
