{"id":84841,"date":"2026-02-05T11:25:30","date_gmt":"2026-02-05T16:25:30","guid":{"rendered":"https:\/\/isarta.com\/news\/?p=84841"},"modified":"2026-02-05T15:49:28","modified_gmt":"2026-02-05T20:49:28","slug":"what-do-next-super-bowl-advertisers-have-in-ttore-for-us","status":"publish","type":"post","link":"https:\/\/isarta.com\/news\/what-do-next-super-bowl-advertisers-have-in-ttore-for-us\/","title":{"rendered":"What do next Super Bowl advertisers have in store for us?"},"content":{"rendered":"\n<p><strong>Super Bowl ads are not just entertaining. They are also a reflection of how our society is evolving in terms of consumption and technology. Here&#8217;s a preview of the highlights from this 2026 edition, which will take place on February 8th.<\/strong><\/p>\n\n\n\n<p>From $37,500 for a 30-second ad during the first Super Bowl in 1967, to $4 million a decade ago, we&#8217;ve now reached $8 million today. Without a doubt, the big American football event remains among the most coveted live events for advertisers.<\/p>\n\n\n\n<h2>AI Takes Center Stage<\/h2>\n\n\n\n<p>This year, we&#8217;re seeing significant presence from advertisers linked to artificial intelligence. First, OpenAI, which made its debut at the previous Super Bowl, is returning this year.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"ChatGPT | The Intelligence Age\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/kIhb5pEo_j0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>But it&#8217;s its main competitor, Anthropic, that&#8217;s likely to make waves this year. The maker of Claude doesn&#8217;t hesitate to take a jab at the ChatGPT firm, which recently introduced advertising in the United States.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"What do you think of my business idea?\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/De-_wQpKw0s?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Can I get a six pack quickly?\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/kQRu7DdTTVA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"How can I communicate better with my mom?\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/FBSam25u8O4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>A thinly veiled biting message&#8230; that made Sam Altman, OpenAI&#8217;s co-founder and CEO, grimace. He pointed out on X a &#8220;dishonest&#8221; attitude. At the Super Bowl, the game isn&#8217;t always played on the field&#8230; or on game day!<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"806\" src=\"https:\/\/isarta.com\/news\/wp-content\/uploads\/2026\/02\/image-3.png\" alt=\"\" class=\"wp-image-84844\" srcset=\"https:\/\/isarta.com\/news\/wp-content\/uploads\/2026\/02\/image-3.png 1024w, https:\/\/isarta.com\/news\/wp-content\/uploads\/2026\/02\/image-3-300x236.png 300w, https:\/\/isarta.com\/news\/wp-content\/uploads\/2026\/02\/image-3-768x605.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>This year also marks the debut of Svedka, the first vodka brand to advertise at the Super Bowl. The connection to artificial intelligence? They&#8217;ll be presenting an ad created largely with the help of AI.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Shake Your Bots Off - SVEDKA Big Game Commercial 2026\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/pkeWRI2yJGM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Also noteworthy are the ads from Oakley and Meta with their new AI-powered smart glasses.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Oakley Meta | Athletic Intelligence is Here\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/NerlyGrv7WM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2>The Auto Industry Takes a Back Seat<\/h2>\n\n\n\n<p>In contrast, the automobile industry, once ubiquitous, will be much less visible this year. Only a few brands like Toyota and Jeep will be participating, in a more challenging economic context for manufacturers.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Superhero Belt | Toyota\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/y5bJ612mUt8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>According to Adweek, the share of airtime for automotive advertisers has dropped from 35% to 8% over the past decade, giving way to other sectors such as telecommunications and entertainment (e.g., Netflix).<\/p>\n\n\n\n<h2>A Few Big Names<\/h2>\n\n\n\n<p>While cars are less in the spotlight this year, major American showbiz stars will be present in large numbers. We&#8217;ll see notably singer Sabrina Carpenter, nominated six times for the 2026 Grammys, and Oscar-winning actress Emma Stone, representing the Squarespace brand. In both cases, it&#8217;s their first appearance in a Super Bowl ad.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Unavailable (Teaser) | Big Game Commercial 2026 | Squarespace\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/c7nAJDpGHxY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Pringles | Pringleleo\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/6CdX8W8U7jA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>On the sports side, note the presence of George Kittle and a few fellow football players, who will represent Novartis. Tennis champion Serena Williams will also be featured.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Serena Williams Super Bowl LX Commercial \u2018Healthier on Ro\u2019\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/tqXOcRtZoow?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Iconic figures in Super Bowl advertising, the famous Budweiser Clydesdale horses will also be present this year, in another well-executed ad.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Budweiser | Super Bowl LX Commercial &#039;American Icons&#039;\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/a_mh-v02-Tw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2>Room for Politically-Charged Messages?<\/h2>\n\n\n\n<p>In the past, brands have taken the liberty of including politically-flavored messages. In the current context, will advertisers dare to be critical of the American administration? It&#8217;s far from certain given this risky gamble.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n<div class=\" content_cards_card content_cards_domain_training-isarta-com\">\n\t\t\t<div class=\"content_cards_image\">\n\t\t\t\t<a class=\"content_cards_image_link\" href=\"https:\/\/training.isarta.com\/class\/ai-workshop-image-creation-with-midjourney\/103?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\t\t\t<img src=\"https:\/\/training.isarta.com\/assets\/images\/65\/652288_Midjourney.jpg\" alt=\"AI workshop: Image creation with Midjourney | Isarta Trainings\">\t\t\t\t<\/a>\n\t\t<\/div>\n\t\n\t<div class=\"content_cards_title\">\n\t\t<a class=\"content_cards_title_link\" href=\"https:\/\/training.isarta.com\/class\/ai-workshop-image-creation-with-midjourney\/103?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\tAI workshop: Image creation with Midjourney | Isarta Trainings\t\t<\/a>\n\t<\/div>\n\t<div class=\"content_cards_description\">\n\t\t<a class=\"content_cards_description_link\" href=\"https:\/\/training.isarta.com\/class\/ai-workshop-image-creation-with-midjourney\/103?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\t<p>Master advanced prompt engineering, refine your style, and build a unique visual identity with Midjourney<\/p>\n\t\t<\/a>\n\t<\/div>\n\t<div class=\"content_cards_site_name\">\n\t\t<img src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/01\/cropped-isarta-nouveau-fond-bleu-carre-32x32.png\" alt=\"training.isarta.com\" class=\"content_cards_favicon\"\/>\t\ttraining.isarta.com\t<\/div>\n<\/div>\n\n\n<div class=\" content_cards_card content_cards_domain_training-isarta-com\">\n\t\t\t<div class=\"content_cards_image\">\n\t\t\t\t<a class=\"content_cards_image_link\" href=\"https:\/\/training.isarta.com\/class\/ai-amplify-your-skills-ideas-and-strategic-thinking\/103?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\t\t\t<img src=\"https:\/\/training.isarta.com\/assets\/images\/27\/27853c_Les-bases-de-l-IA-au-travail_crop_1573x885.jpg\" alt=\"AI \u2014 Amplify Your Skills: Ideas and Strategic Thinking | Isarta Trainings\">\t\t\t\t<\/a>\n\t\t<\/div>\n\t\n\t<div class=\"content_cards_title\">\n\t\t<a class=\"content_cards_title_link\" href=\"https:\/\/training.isarta.com\/class\/ai-amplify-your-skills-ideas-and-strategic-thinking\/103?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\tAI \u2014 Amplify Your Skills: Ideas and Strategic Thinking | Isarta Trainings\t\t<\/a>\n\t<\/div>\n\t<div class=\"content_cards_description\">\n\t\t<a class=\"content_cards_description_link\" href=\"https:\/\/training.isarta.com\/class\/ai-amplify-your-skills-ideas-and-strategic-thinking\/103?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\t<p>Boost your creativity and strategic thinking by making AI your brainstorming ally<\/p>\n\t\t<\/a>\n\t<\/div>\n\t<div class=\"content_cards_site_name\">\n\t\t<img src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/01\/cropped-isarta-nouveau-fond-bleu-carre-32x32.png\" alt=\"training.isarta.com\" class=\"content_cards_favicon\"\/>\t\ttraining.isarta.com\t<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Super Bowl ads are not just entertaining. They are also a reflection of how our society is evolving in terms of consumption and technology. Here&#8217;s a preview of the highlights from this 2026 edition, which will take place on February 8th.<\/p>\n","protected":false},"author":88,"featured_media":84843,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[5],"tags":[],"_links":{"self":[{"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/posts\/84841"}],"collection":[{"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/users\/88"}],"replies":[{"embeddable":true,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/comments?post=84841"}],"version-history":[{"count":3,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/posts\/84841\/revisions"}],"predecessor-version":[{"id":84847,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/posts\/84841\/revisions\/84847"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/media\/84843"}],"wp:attachment":[{"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/media?parent=84841"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/categories?post=84841"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/tags?post=84841"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}