Best and Worst Ads of the 2026 Super Bowl? Top Creatives and Execs Share Their Picks!
In the advertising world, Super Bowl Sunday is about anything but football. Or even Bad Bunny or Lady Gaga. It’s about the commercials! Ad agency pros and creatives from throughout Chicago and across the country chatted with Screen about highlights and lowlights from the epic event.
Click here to enjoy all of our exclusive individual chats with these esteemed panelists. And here is a quick sampler platter…
SCREEN: What was your favorite spot of the Super Bowl?
Laughlin Constable EVP Vincent Geraghty: As usual there were a lot of great ads in the game and it’s hard for me to pick a single favorite. I really liked the Instacart, Spike Jonze-directed Ben Stiller and Benson Boone spot. Ben Stiller’s one-upmanship and the awkward dancers in vegetable costumes looking on had me laughing (click here for all of Vincent’s insights)…
Dani Jackson-Smith and Jenny Lumpkin, Co-CEOs of The Cre8tors: The Sabrina Carpenter Pringles spot stood out because it was playful, visually bold and fully committed. On a night where a lot of ads leaned on familiarity, it felt confident doing something a little weird and unexpected, which we always appreciate (click here for the full interview!)…
Another Country Executive Producer Louise Rider: The Coinbase Backstreet Boys karaoke spot got the biggest reaction at my annual gathering. Up until the lyric change pulled us out of it at the end, we were singing our hearts out! It was so simple but very effective. Here’s more from Louise!
Quriosity Founder Qadree Holmes: My favorite spot was the Bosch spot. I thought is was a great use of a celebrity endorsement. I appreciated the different looks as I had no clue that was Guy Fieri when the spot began. It is something new for Bosch who tends to stay out of the big spot light for advertising because they already have a trusted and strong brand. Click here for our full chat with Qadree!
BarkleyOKRP ECD Matt McNulty: I liked Xfinity’s Jurassic Park spot, because it can be such a challenge working with that many big stars and a big IP, but they really brought it together in a great way. Click here for all of Matt’s faves.
SCREEN: What was your least favorite spot of the night or a spot you felt could have been more successful?
GERTRUDE Founder and CCO Otis Gibson: Coinbase… Why? Did you see it? Click here for all of Otis’ picks and pans.
Director Tim Mason of Tessa Films: Maybe I have a cold, cynical heart, but I don’t understand why a potato chip company is trying to make me feel sentimental about where my potatoes come from. Two years running. I just don’t buy that vibe from a potato chip… Click here for the full interview!
Grey Executive Creative Director Sara Worthington: I say this every year: if you’re going to use a celebrity, it needs to be for a reason. It should elevate the idea, strengthen the concept, and make the work better, otherwise, why bother. Click here for more from Sara.
SCREEN: What would you like to see more or less of in terms of advertising in next year’s Super Bowl?
Optimus Editor Ariana DeSimone: Well, this year there was definitely a lot of AI… felt like too much to me, and very repetitive of the same types of AI tools. Hopefully less next year… but probably more. Click here for all of Ariana’s takes on the Super Bowl ad extravaganza.
Executive Producer Lisa Masseur of Tessa Films: I say this every year, please invest in better storytelling… less celebrities. Click here for all of Lisa’s picks and pans!
Cinematographer Christopher Rejano: I still feel like that on a personal level I would like to see more Asian and Pacific Islander representation in spots. Also in such a turbulent time in America it would have been nice to see a message of hope in some form that wasn’t based in religion but more so in understanding and dialogue. Click here for the full article.
Grey Executive Creative Director Armando Flores: Celebrities in Super Bowl commercials will never go away, but I would love to see more spots where the celebrity used is more central to the concept. Celebs increasingly feel like an afterthought, and many spots scream “anyone’s fine, we just need someone.” Click here for more from Armando.
Havas Chicago Creative Director Aaron Cathey: I want to see more big swings. Treat the Super Bowl like the event it is. Go big. Go bold. Go funny. We were missing those massive spots this year. Not just in execution but in idea. Click here for our full chat with Aaron.
Check back here at SCREEN for more insight and interviews from advertising creatives between the coasts. You can also click right here to subscribe to our weekly email newsletter.
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