What to Expect from Super Bowl Ads This Year

The Super Bowl is more than a football game. It is a shared cultural moment, a reason to gather with friends, and for many people, the unofficial ad awards show. Every year brands pour millions into thirty-second stories that aim to surprise, delight, or break through amid one of the most watched broadcast events in the world. With Super Bowl LX set for February 8, 2026, advertisers are already finalizing creative that will define the conversation long after kickoff.

And this year, the lineup of advertisers promises a mix of familiar cultural voices and bold new debuts.

Super Bowl commercials are expensive. NBCUniversal reportedly sold all advertising inventory for the game, and early discussions placed a 30-second spot around $7 million or more by the time everything was locked in. That cost isn’t just about a time slot on television. It buys attention from millions of viewers, press coverage, conversations online, and shareable moments that continue long after the final whistle.

Trends We’re Already Seeing

1. Storytelling with Heart and Humor
Super Bowl ads are known for big laughs and bigger emotions. This year, many brands seem prepared to blend both. From community stories to heart-warming callbacks and comedic twists, expect a mix that aims to connect emotionally as well as entertain.

2. Brand Purpose and Social Engagement
Purpose-driven advertising and social issues will surface, but in ways that tie back to authentic brand values rather than feeling preachy. Storytelling that feels grounded rather than forced tends to perform better in a moment where audiences are watching with friends and family.

3. Early Digital Buzz Before Broadcast
Teasers, influencer collaborations, and pre-game reveals are now almost as important as the game-day spot itself. Brands are building anticipation and testing ideas on social before the Super Bowl even airs.

Confirmed Advertisers for Super Bowl LX

Here are some of the brands that have already confirmed big game ads or are widely reported to be part of the 2026 Super Bowl lineup.

Snack and Beverage Brands

• Pringles is returning with a 30-second spot and a new creative direction after eight consecutive years of appearances.

• Lay’s, Pepsi Zero Sugar, and Poppi will also be part of PepsiCo’s Super Bowl roster this year.

• Ritz is back for another year with a refreshed creative direction.

• Nerds will make its third consecutive appearance.

• Hellmann’s is continuing its streak in Super Bowl spots, this time for a sixth straight year.

Food and Delivery Platforms

• Grubhub is making its Super Bowl debut with a first-ever national Big Game spot.

• Instacart has confirmed a return to the Super Bowl, working with BBDO and McCann on its campaign.

Tech and Automotive

• Bosch will return for a second year after its debut last season.

Household and Personal Brands

• Dove will continue its body positivity message with a second Super Bowl ad.

• WeatherTech is returning for its 14th spot in recent years.

Alcohol and Beverages

• Svedka Vodka will debut its first Super Bowl commercial, representing a return of spirits brands after a long absence from the Big Game stage.

What This Lineup Tells Us

This year’s advertiser mix shows a few clear signals:

• Snack and beverage brands still dominate, reminding viewers that Super Bowl parties and food culture go hand in hand.

• New entrants like Grubhub and Svedka show that even categories not traditionally associated with massive broadcast ads see the value in huge visibility.

• Longevity and tradition matter for brands like Pringles, Ritz, and Hellmann’s, which continue to use the Super Bowl as a cornerstone of cultural storytelling.

The buzz around these advertisers suggests that creative risk and cultural resonance will once again be key. People don’t just remember product features. They remember the story, the feeling, and sometimes even the soundtrack of an ad.

The short of it

Super Bowl ads are reminders that creative storytelling still matters, even in an age of short clips and personalized feeds. When brands commit to this moment, they do more than reach millions. They create talkability, embed themselves into cultural moments, and offer viewers something to look forward to beyond the scoreboard.

As Super Bowl LX nears, keep an eye on these confirmed brands and the teasers that follow. The game may only be a few hours long, but the impact of the ads will last for weeks afterward.

Creativity Is Not a Commodity

The Democratization Myth: Why “Good Enough” Is Risky for Creativity

AI has been hailed as creativity’s great equalizer. A magical tool that promises access, efficiency, and endless possibility. With a single prompt, anyone can produce content that looks polished enough to pass.

But after spending years working inside the world of brand strategy, campaigns, and cultural storytelling, I’ve come to a different conclusion:
AI isn’t democratizing creativity. It’s homogenizing it.

This is the conversation we dove into on the Contrary to Popular Opinion podcast—and one that’s becoming more urgent by the day.

The Illusion of Infinite Creativity

AI can generate ideas instantly. It can produce variations in seconds. But for all that volume, all that speed, there’s a cost no one wants to talk about:

When machines optimize for patterns, everything starts to look—and feel—the same.

Memes, ads, captions, brand identities, scripts… we’re drowning in output, but starving for originality. And “good enough” has quietly become an industry standard.
It’s fast. It’s accessible. It’s fine.

But “fine” is not the future.
“Fine” is how creative industries flatten.

What Machines Still Can’t Steal

Here’s the truth: AI can analyze patterns, but it can’t understand why culture moves the way it does.

It doesn’t feel.
It doesn’t observe the world.
It doesn’t sit in the swirl of the cultural moment.

It can’t tell you why a 110-year-old thermos brand suddenly becomes Gen Z’s latest obsession. It can’t interpret irony, humor, subculture, taste, or timing with the intuition of a human mind that’s been paying attention.

That’s why taste is becoming the most valuable creative currency we have left.

And yes—AI can expedite execution. But it can’t replace the thought behind it.
Not the instinct.
Not the nuance.
Not the emotional intelligence that makes work resonate.

The Junior Talent Time Bomb

The part of this conversation that scares me most?

Entry-level creative work is disappearing.

Traditionally, that’s where people learn:
by doing, failing, iterating, presenting, revising, and experiencing the stakes of real work.

If machines take over the foundational jobs, where do the next creative directors come from?
Who trains them?
Where do they practice judgment?
How do they develop taste if they’re never given the opportunity to make, experiment, stumble, and grow?

We’re building an experience gap, and the industry doesn’t yet understand how damaging that will be.

Are We Prompt Engineers or Artists?

This question haunts a lot of creatives right now.

AI is a tool. A powerful one.
But the mistake is treating it like a replacement for thinking.

Prompting is not creative direction.
Pattern recognition is not insight.
Output is not originality.

The work still needs humans who feel something.
Humans who interpret culture.
Humans who ask why, not just “what else?”

The future belongs to people who use AI strategically—without outsourcing their taste or intuition.

The Short of it

This is the part of the conversation that resonated most deeply with listeners:

In a world drowning in AI-generated content, exceptional human creativity becomes a survival strategy.

Not a luxury.
Not a “nice to have.”
A necessity.

The work that stands out tomorrow will be the work infused with point of view, emotion, humor, cultural literacy, and lived experience—things machines cannot replicate.

The shortcut era doesn’t eliminate craft.
It just magnifies the difference between creators who think, and creators who don’t.

Want the Full Conversation?

These ideas—and many more—came to life in my conversation on Contrary to Popular Opinion.
We covered the myth of democratization, the future of junior talent, the danger of “good enough,” and the creative advantages machines will never touch.

You can listen on:
Spotify and YouTube

And yes—my glasses absolutely took up half the screen.
Consider it their podcast debut.

Everlane’s New Logo: A Fresh Look for a New Chapter

Everlane is stepping into a new era in 2025, and the most visible signal of that evolution is its updated brand identity. Under new leadership, the company has introduced a sleek monogram built from three stacked “E” shapes, along with a shift toward what they are calling “clean luxury.” It feels like a natural next step for a brand known for minimalism and transparency, but also a clear attempt to elevate perception and meet the expectations of a changing consumer base.

Why the New Symbol Matters

The monogram is simple, modern, and instantly recognizable. It gives Everlane a visual asset that can live on tags, packaging, campaigns, and social content. It also helps the brand stand alongside more premium fashion labels without losing its roots. Everlane has always promised timeless design and ethical production. The new mark reinforces those values while giving the brand a more polished edge.

This shift comes with deeper changes. Everlane is investing in longevity messaging, including an in-store denim repair program designed to keep clothing in circulation longer. Pairing a refined identity with a sustainability-focused initiative strengthens the brand story and helps Everlane stay relevant as the conversation around fashion waste grows louder.

A Strategic Move Toward Culture and Storytelling

Everlane is also leaning more into cultural relevance. Its recent campaign with Laufey shows a desire to move past strictly utilitarian basics and explore richer storytelling and aesthetic cues. This aligns neatly with the new brand mark, which feels more expressive than anything Everlane has used before.

What Works

• The monogram is clean, flexible, and easy to recognize.

• The updated branding pairs well with Everlane’s sustainability initiatives.

• The changes feel modern without erasing the brand’s original identity.

The Short of it

Everlane’s new brand mark is not just a design update. It is a sign of growth and a way to reconnect with both longtime fans and new audiences. The refreshed identity supports a broader strategy that blends style, sustainability, and culture. It is a quiet but confident move that shows how a brand can evolve without losing its foundation.

The Rise of Tween Skincare: Why the Best Trend Might Be Letting Kids Be Kids

If you have stepped into a beauty retailer lately, you may have noticed something surprising. The serums, retinol dupes, pastel packaged toners, and twenty-step routines are not always aimed at adults. Kids between eight and fourteen are suddenly becoming a major marketing target in the skincare world. TikTok shelves this trend right next to Stanley cups and friendship bracelets, and young shoppers are showing up in droves with wish lists in hand.

The industry has responded with speed. Brands are racing to create lines that feel younger, cuter, and more collectible, hoping to catch the attention of tweens who want to participate in the big cultural wave of “self care.” Beauty has become a social currency for this age group, and the pull to join in is stronger than ever.

Where the Trend Started

Much of this movement began on social media. Influencers post their glossy “get ready with me” routines, and tweens emulate what they see. Sharing a routine online has become a way for kids to connect with peers, so skincare no longer feels like a private bathroom moment. It becomes content. It becomes identity.

Retailers and brands saw the momentum and leaned in. Shelf displays became more colorful. Starter kits appeared with names like “first routine” or “glow basics.” This made beauty feel accessible to children who are years away from acne or hormone-driven skin issues.

Parents have also played a role. Skincare is often framed as a healthy hobby, something that feels better than screens or snacks. It is easier to say yes to a moisturizing routine than to a request for lip plumping gloss or heavy makeup. The problem is that many of the products tweens gravitate toward are formulated for adults. Active ingredients can overwhelm young skin that does not need them.

Why Many Experts Want Kids to Slow Down

Dermatologists are clear. Children do not need vitamin C serums, retinol alternatives, exfoliating acids, or multi-step routines. Young skin is naturally strong and balanced. Harsh products can break that balance. More importantly, kids who buy into the idea that their skin needs “fixing” may take on anxiety that should not belong to them at all.

The biggest concern is not one product. It is the pressure behind it. For many tweens, skincare has become tied to popularity, status, and self worth. Beauty routines that should serve adults are turning into a performance for kids. When childhood becomes content, it becomes easy to lose the purity of the experience.

Why Letting Kids Be Kids Matters

There is a growing cultural shift back toward simplicity. Parents and educators want children to have room to explore interests that do not revolve around appearance. Skincare routines can be fun, but they should not feel like a requirement or a measure of maturity.

Kids thrive when they have space to create, imagine, play, and rest. They deserve to enjoy friendships without comparison. They deserve hobbies that are messy and joyful rather than polished and perfect. When we allow children to embrace being children, we protect not only their skin but also their confidence.

Brands that are truly thinking long term should support this mindset. Gentle cleansers and basic moisturizers are enough. Marketing that is responsible, transparent, and age aware sends a message that beauty can be a part of life without becoming the center of it.

The Short of it

The rise of tween skincare tells us a lot about the influence of social media and the power of trend cycles. But it also shows us how important it is to guide kids with care. The beauty world will always evolve, and trends will always come and go. Childhood, on the other hand, is something you only get once.

Letting kids be kids might not be the loudest trend right now, but it is certainly the healthiest one.

The Evolution of Halloween Marketing: From Candy Craze to Pop Culture Phenomenon

Halloween hasn’t always been the marketing juggernaut it is today. What started as a community celebration of costumes and candy has evolved into a multi-billion-dollar industry powered by pop culture, nostalgia, and influencer-driven trends. Brands now compete not just for shelf space, but for cultural relevance in October’s biggest moment of the year.

A Brief History of Halloween Marketing

In the early 1900s, Halloween was more about harvest festivals than high production value costumes. It wasn’t until the 1950s, when candy companies like Hershey’s and Mars began promoting “treat-sized” products, that Halloween took on its now-iconic candy identity. “Trick-or-treating” became mainstream, and with it came one of the most successful recurring sales moments in retail history.

By the 1980s, marketing began to shift from candy to costumes. The rise of TV and blockbuster movies changed everything. Kids (and adults) wanted to be their favorite characters from Star Wars, Ghostbusters, or ET. Costume makers learned that licensing was gold, and brands learned to leverage pop culture in new ways.

Fast forward to the 2000s, and Halloween became less about kids and more about cultural participation. Social media entered the scene, and suddenly costumes weren’t just worn—they were documented, shared, and judged. Marketing adapted accordingly. Brands leaned into virality. Makeup companies like NYX and Fenty built entire October campaigns around transformation and creativity, while candy giants leaned into nostalgia with limited-edition packaging and retro callbacks.

Pop Culture as a Marketing Engine

Today, pop culture drives nearly every Halloween trend. Search any social platform and you’ll find tutorials for “Barbenheimer” couples’ costumes or “Taylor Swift Eras” party themes. What’s changed is the speed of adaptation, marketers now pivot in real time. A viral moment in September can turn into a costume on shelves by October.

Even classic brands have embraced the trend. Reese’s and M&M’s use Halloween not only for product sales but as storytelling moments, launching limited flavors or cheeky short films that feel more like entertainment than advertising. Spirit Halloween, once a simple pop-up store, has become a meme-worthy icon of its own, recognized instantly when an empty storefront is spotted in August.

Why It Works

Halloween taps into three timeless marketing levers: nostalgia, participation, and reinvention. It’s one of the few holidays that invites everyone to play a part—whether by dressing up, decorating, or indulging in a favorite candy bar. Brands that succeed don’t just sell products; they sell the feeling of being part of the moment.

The best campaigns lean into humor, community, and identity. Whether it’s Skittles launching darkly funny “forbidden flavors” or Target curating costumes for pets, successful Halloween marketing walks the line between clever and relatable.

The Short of it

Halloween marketing is no longer confined to one night, it’s a full-season cultural event that grows more sophisticated every year. From bite-sized candies to blockbuster-inspired costumes, brands have learned to blend nostalgia with immediacy, tradition with trend.

What began as a night of neighborhood fun is now a celebration of creativity itself. And for marketers, that’s a treat worth studying.

Nostalgia Meets Strategy: The Marketing Magic Behind 7UP’s “Shirley Temple”

Every once in a while, a product launch doesn’t just capture attention, it taps into memory, culture, and timing all at once. The limited-edition 7UP Shirley Temple did exactly that. Rather than simply introducing a new flavor, 7UP crafted a campaign that played on childhood memories, holiday rituals, and social-media buzz to create something more than a beverage drop.

What Makes This Launch Different

7UP announced the Shirley Temple flavor for the holiday season. This isn’t just a flavor extension. The product blends 7UP’s signature lemon-lime soda with notes of pomegranate and cherry to evoke that classic mocktail you once ordered to feel special as a kid.
The marketing leaned heavily into nostalgia. As the campaign materials noted, the “kids’ table” moment we all remember, the Shirley Temple we ordered while pretending to be grown-ups, became a symbolic anchor.

Why It Works

Nostalgia with a Modern Twist
By invoking the Shirley Temple mocktail, 7UP tapped into a visceral memory: childhood dining, feeling grown-up, ordering the special drink. That emotional pull doesn’t always require a big budget, it just needs authenticity. Then 7UP gave it a modern edge with pomegranate-cherry flavor and ready-to-drink packaging.

Earned Media and Social Hype
The buzz began with an influencer leak about the flavor. Rather than fighting it, 7UP leaned into the leak, accelerated its launch plan, and used the momentum to amplify earned media coverage.

What Marketers Should Pay Attention To

• Emotion first, product second. The craving here wasn’t just for soda—it was for the feeling of childhood whimsy and grown-up play. 7UP made that feeling central.

• Controlled scarcity. Limited supply + holiday timing = heightened demand. It’s a strategy that elevates rather than dilutes the brand.

• Surface a story people want to share. Influencer leaks, social chatter, and sentiment like “Why has it taken this long?” turned the launch into a conversation, not just a release.

• Be ready for omnichannel execution. From shelf to social to influencer to media, this launch stretched across touchpoints. Pulling that off requires alignment—7UP did it.

The Short of it

7UP’s Shirley Temple limited-edition flavor is a stellar example of how product innovation, branding, and cultural resonance can converge. It wasn’t just about a new taste, it was about resurrecting a memory, packaging it for the present, and launching it in a way that felt special. As Fast Company noted, Gen Z may not remember Shirley Temple the actress, but they remember the moment of feeling grown-up with a soda in hand. That’s the full circle 7UP embraced.

In a world where launches can slip into the background, 7UP made theirs feel like a moment.

Why @breakingandenteringmedia’s Feed Feels Like Home for Marketers

If you scroll through @breakingandenteringmedia’s Instagram, it doesn’t feel like polished marketing from a faceless brand. It feels like behind-the-scenes conversations with someone who speaks your language. Their feed is part newsletter, part studio diary, part energy boost. Here’s what makes it stand out, and frankly we’re LOVING IT.

Relatable Content- Because They Get Us

One of the things that draws people in is how grounded and real the content feels. They post short snippets: quick takes on a week in advertising, what’s happening in the industry or observations from day to day. They don’t take themselves too seriously, they tap into what marketers and creatives actually feel, and it’s a real take on what happening in the creative department when the account guys aren’t around.

They also share work life details: “A week with B&E from the perspective of the only employee” gives a peek behind the curtain. No hype, no facade. Just realness.

Short, Punchy Highlights — Digestible & Snackable

Their Reels are fast, to the point, and often under 60 seconds. One recent video: “Today’s advertising news in 60 seconds”. That kind of snackable format gives value without a big time commitment.

They do series (like “The Creative Corner,” or “Who won the week?”) which become predictable anchors, people know what to expect and return for it.

And let’s be honest, a #careergoal for many of us would be having The Shorts featured as a segment.

Jack and Geno’s Energy & Voice — It Feels Personal

What elevates this feed is that you feel the founders’ presence. Their voice comes through: opinions, humor, frustrations, culture calls. When a brand lets its internal voice show (rather than only perfect marketing), it builds connection. Their chemistry with one another and character is pretty awesome to watch.

They don’t hide the grind. They talk about late nights, industry chatter, what’s annoying, what’s cool. That vibe gives followers the sense that they’re in a community, not consuming polished content from afar.

The Short of it

Breaking and Entering Media’s isn’t just “good marketing.” It’s proof that brands (especially small or founder-driven ones) can win by being real, concise, funny as hell and emotionally present. Their feed reminds us that content doesn’t always need big budgets or cinematic perfection, it just needs voice, relevance, and consistency.

And who knows — maybe your next scroll will land on The Shorts! (An ad girl can dream)

Taking the Leap: My First Weeks as a Agency Founder

After years of working inside a large corporation, I’ve just stepped into something completely new: running my own marketing consulting business. I’m still setting up systems, processes, and even the basics of what my day-to-day will look like. But in these first weeks, one thing is crystal clear, the freedom of being my own boss feels incredible.

The Difference Already
Inside corporate life, there was structure, stability, and a path forward. But there was also red tape, Now, every decision starts and ends with me. I set the priorities, I choose the direction, and I get to build something from the ground up that reflects my own vision. That sense of ownership is exhilarating.

The Feeling of Freedom
It’s the little things that make it feel so different. Designing my own schedule. Choosing the tools and systems that work best for me. Setting goals that are about impact rather than politics. Every day brings a reminder that I’m no longer climbing someone else’s ladder, I’m building my own. There’s pressure, of course, but it’s paired with a freedom I didn’t realize I was missing. I also can use Google and not married to Teams! HOORAY!

All In on Myself
The most exciting part of this transition is knowing I’m “all in” on me. I’ve bet on my skills, my experience, and my vision for how marketing should be done. There’s no safety net of a big organization behind me, and that’s both scary and liberating. Instead of wondering if I can do this, I’m choosing to trust that the years I’ve spent learning, leading, and creating have prepared me for exactly this moment.

The Short of it
I know there’s a long road ahead, with challenges I can’t yet see. But right now, in these early days, I’m energized by possibility. This is a chance to write my own story, to shape the kind of work I want to do, and to build something that’s entirely mine. And for the first time in a long time, I feel not just like a marketer, but like an entrepreneur.