What the biggest ads of the year reveal about marketing — and how smart brands can act on these lessons
Every year, The Big Game commercials do more than entertain. They act as a real-time snapshot of where advertising, brand storytelling, and consumer expectations are headed. With brands paying around $8–$10 million for just 30 seconds of airtime, this moment becomes one of the most intense creative pressure tests in marketing.
Here are five key lessons from the 2026 Big Game commercials and how brands can apply them to their own strategies.
- Showing How a Product Works Matters
Google’s Big Game commercial stood out by using a simple yet powerful approach: it showed real people using AI in the context of their everyday lives. Rather than making abstract claims about innovation, the ad demonstrated how the product works in a real situation.
Modern audiences don’t just want to hear a product promise they want to see how it applies to them. Clear demonstrations paired with human moments make a message easier to remember and easier to act on.
Watch Google’s Big Game AI commercial.
- Humor Works Best When the Message Is Clear
Several Big Game ads used comedy to cut through the noise, but the ones that landed best did more than make people laugh — they reinforced a crystal-clear point of difference. Anthropic’s Claude ad leaned into humor while making its positioning unmistakable: ads are coming to AI, but not to Claude.
Funny content gets attention. Strategic humor keeps attention. If the joke doesn’t reinforce your brand idea, you’ve entertained people — not influenced them.
Watch Anthropic’s Claude Big Game commercial.
- Familiar Faces and Nostalgia Still Get Attention
One of the most talked-about Big Game ads brought together a cast of beloved ’90s icons in a sitcom-style spoof and Dunkin’ knows how to do this well. Familiar faces and shared cultural moments helped the brand drive instant buzz and recognition.
Celebrities and nostalgia act as shortcut signals, helping audiences connect quickly and feel something familiar. But attention alone isn’t enough it needs to be paired with a message that supports your brand’s unique value.
Watch Dunkin’s Big Game nostalgia commercial.
- Emotional Ads Leave a Lasting Impression
Lay’s delivered one of the most emotional spots of the night with its father-daughter farm story. The ad didn’t focus on product features it focused on values, relationships, and emotional connection.
Emotion isn’t just “feel good.” It’s a tool for deeper recall and brand memory. When emotional storytelling links back to a brand’s purpose, it strengthens affinity long after the moment has passed. Watch Lay’s emotional Big Game commercial.
- Ads Don’t Have to Stay on One Screen
Salesforce took a different approach by partnering with MrBeast to create an interactive experience tied to its Big Game commercial. Instead of a passive 30-second spot, the campaign encouraged participation and extended engagement beyond the TV screen.
Today’s best campaigns aren’t confined to a single moment. They live across social channels, digital platforms, and community conversations. Designing experiences that extend the initial idea boosts reach, engagement, and long-term value.
Watch Salesforce’s Big Game commercial featuring MrBeast.
Final Takeaway
The Big Game commercials continue to set trends not just because of their budgets, but because they take creative risks and because they reflect the cultural moment. Even if your budget is smaller, these same principles still apply:
- Tell clearer, more human stories
- Use humor and celebrity with purpose
- Lead with emotion before selling features
- Think beyond a single channel or screen
At clevermethod, we believe the most effective marketing happens when strategic clarity meets creative courage. The 2026 Big Game commercials reinforced that truth: brands that connect, teach, and engage are the ones that win on any stage.
Ready to bring these lessons into your marketing strategy? Let’s talk.