BBDO emerged as the most prolific creative agency at Super Bowl 60, producing the highest number of ads during this year’s Big Game.
The Omnicom-owned network was behind six commercials from major brands including Pepsi Zero Sugar, Instacart, Pringles, Budweiser, Oikos, and Wells Fargo. The strong showing comes months after Omnicom completed its $13.5 billion acquisition of Interpublic Group, a move that brought agency network FCB into its fold and expanded its roster of Super Bowl advertisers such as Budweiser.
BBDO’s total outpaced Stagwell-owned Anomaly, which placed four spots during the game for Bud Light, Kinder Bueno, Liquid I.V., and Grubhub. Last year, Wieden+Kennedy led Super Bowl 59 with five ads.
The six BBDO campaigns spanned a range of creative styles and sectors. Pepsi Zero Sugar positioned itself as a bold challenger brand in a spot referencing Coca-Cola’s iconic polar bear. Instacart returned to the Super Bowl with a celebrity-led commercial highlighting its new “preference picker” feature. Pringles marked its ninth consecutive Super Bowl appearance with a pop culture-driven ad centered on its brand mascot.
Budweiser celebrated its 150th anniversary with a cinematic commercial featuring its signature Clydesdales alongside patriotic imagery. Oikos expanded into the health and wellness category with a streaming-focused ad on Peacock. Wells Fargo rolled out a regional campaign highlighting everyday financial milestones, supported by a mix of local broadcasts, Spanish-language television, and national streaming placements.
Super Bowl 60 has been described as a peak moment for advertising demand. NBCUniversal sold out its commercial inventory by September 2025, marking the earliest sellout in Super Bowl history. Premium placements were reportedly priced at up to $10 million.
Industry estimates suggest that beyond media buying costs, many brands spent tens of millions of dollars more on production, celebrity endorsements, and post-game marketing amplification.
