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The Most Indulgent Super Bowl Spots of 2026
The Super Bowl is still the one moment when America collectively agrees to stop scrolling.
Not for the game. For the commercials.
Every year, brands tell themselves this is the one. The ad that breaks culture, wins shiny trophies, moves product, and somehow gets the CMO invited to better dinners.
This year, that dream costs about $8 million for 30 seconds. Closer to $10 million if you want the “good” seat. It’s the most expensive advertising real estate in history—which means it’s no longer about being clever or memorable. It has to work. People need to remember you, choose you, and ideally buy something before the buzz wears off.
That’s why most brands don’t just run an ad anymore. They build a whole ecosystem around it—teasers, retail moments, social follow-ups—hoping that eye-watering investment keeps paying dividends. When it works, it’s magic. When it doesn’t, the CFO starts doing very quiet math and asking very loud questions.
At Method1, we’re especially interested in the indulgence brands that show up: spirits, snacks, premium treats, specialty drinks. These are the “should I?” purchases—non-essential, emotional, and decided in a split second. The upside? When they land, they deliver something rare: a genuine moment of pleasure.
The brands that understand that—and make the choice feel effortless—are the ones most likely to see real business impact.
Spoiler: most won’t. But a few will. Usually because they understand something basic about human behavior that has nothing to do with football.
Here’s what we’re watching heading into Super Bowl LX—and why a handful of brands might actually stick, scale, and convert when it counts.
SKITTLES: THE LIVE COMMERCIAL (AKA CHAOS AS STRATEGY)
Skittles is airing a live commercial at one lucky fan’s front door, starring Elijah Wood. Which is either genius or wildly irresponsible—and that’s exactly why it works.
Why this works (actual science, not vibes):
- Unpredictability grabs attention. The moment something is live, our brains perk up. Anything could go wrong. Someone could flub a line. A dog could tackle Elijah Wood. That uncertainty flips our attention switch.
- Standing out still matters. In a sea of glossy, perfectly controlled celebrity ads, Skittles choosing real-world risk is the loudest move you can make.
The takeaway:
Every brand says they want attention. Skittles is one of the few willing to lose control to earn it. A live Super Bowl ad isn’t a stunt—it’s a bet that surprise beats polish when everyone else is playing it safe.
INSTACART: DISCO BANANAS & BEN STILLER (SURE, WHY NOT)
Instacart is back with a Spike Jonze-directed spot featuring Ben Stiller and Benson Boone … dancing … with bananas. Yes, that’s real.
Why this works:
- We remember what’s different. Grocery delivery brands don’t usually show up in Super Bowl ads. Disco bananas definitely don’t.
- Surprise beats explanation. You don’t remember Instacart because they explained how delivery works. You remember them because your brain went, “Wait—what?”
The takeaway:
Instacart isn’t trying to make grocery delivery feel important. They’re making it unforgettable. That’s a much better use of eight figures.
BUDWEISER: AMERICA, BUT MAKE IT TENDER
Budweiser’s 150th anniversary spot delivers exactly what you’d expect: a Clydesdale foal, a bald eagle, and enough cinematic Americana to make even the most jaded creative director feel something.
Why this works:
- Nostalgia lowers defenses. You’re not being sold beer—you’re being sold a feeling you already said “Yes” to years ago.
- Belonging simplifies choice. Budweiser isn’t subtle here. It’s offering shared identity at a time when that feels rare.
The takeaway:
Plenty of brands borrow patriotism. Budweiser owns it. When you’ve earned 150 years of cultural permission, leaning into emotion isn’t manipulation—it’s knowing who you are.
PRINGLES: LOVE AT FIRST BITE
Pringles returns for its ninth straight Super Bowl with a spot that dials down the chaos and leans into something softer—turning a potato chip into a small, oddly tender pop culture moment. Sabrina Carpenter makes her big game debut, constructing her ideal man out of Pringles before promptly taking a bite. Which feels extremely on brand for Sabrina.
Why this works:
- It reframes indulgence as emotion. Instead of shouting “crave,” it quietly stirs your emotions—using a playful, almost romantic ritual that elevates a snack into a moment of desire.
- It stands out by going small. In a field of spectacle, Pringles opts for intimacy and restraint, letting a familiar product carry an unexpected emotional beat.
The takeaway:
This is brand discipline with a lighter touch. No reinvention. No forced weirdness. Just a confident shift in tone that proves indulgence doesn’t have to be loud to be memorable.
LIQUID I.V.: NEW KID ENERGY
Liquid I.V. is making its Super Bowl debut, which automatically earns it a little extra curiosity.
Why this works:
- Newcomers get noticed. First-time ads still feel like an event.
- Mood over messaging. Early teasers focus on feeling, not function—which is smart when you don’t want to sound like every other “performance” brand.
The takeaway:
Showing up is easy. Belonging takes longer. The smartest move Liquid I.V. can make is not pretending it’s been here forever.
THE BIGGER PATTERN (BECAUSE THERE ALWAYS IS ONE)
- 1. Uncertainty is the new spectacle. Live ads, teasers, loose ends. Suspense beats polish when attention is the real prize.
- 2. Celebrities alone don’t cut it anymore. A famous face doing nothing interesting might as well be invisible.
- 3. Belonging is the quiet flex. Brands that offer shared identity—emotional, cultural, national—make decisions feel easier.
THE GAMEDAY WRAPUP
The ads that win this year won’t be the loudest or the most expensive. They’ll be the ones that remember a simple truth: people haven’t changed—only the noise has.
If your brand doesn’t give people a reason to pay attention, remember you, or feel something familiar … no amount of media spend will save it.
And yes, we’ll all argue about which ad “won” the next morning.
The real winners will already be sitting in people’s carts.
To see behavioral science turning memorable moments into market share, Explore Method1's work.
About the Author
David Muldoon is Executive Creative Director at Method1. With a career shaped by both sharp creative instincts and a deep understanding of behavioral science, he specializes in building brand systems that resonate instantly and endure. From legacy spirits to iconic consumer brands, his work balances strategic precision with imaginative storytelling—always in service of making brands irresistible.
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