rp Reacts: '26 Big Game Ads — Touchdowns, Fumbles & Hail Marys

The big sports game delivered another year of big moments (well, during the commercial breaks, at least). With brands taking risks and cultural attention at its peak, our team couldn't help but weigh in. Here’s the play by play.

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Celebrity Power: Hit or Miss?

Big names were everywhere this year—Bowen, Benson, Bon Jovi, iconic sitcom stars, and even a Clooney cameo. But star appearances don’t automatically equal impact.

“Celebrity spots have not done anything for me yet.” - Matt W., Director of Content Production
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“Having celebs in the ad is not the same as having a creative idea.” - Spoot, Art Director
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(On Bosch and Uber Eats) “That was a pretty good use of a celebrity.” - Caroline M., Account Director

Takeaway: When celebrity presence connected to larger idea, it worked. When it didn’t, it just felt like stunt casting.

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When Brands Took a Chance, We Noticed

The ads that did break through weren’t too cautious. They leaned into bold, creative choices.

“That Liquid IV one was BOLD.” — Samara, Chief Experience Officer
 
‍“Liquid IV. Great hook. Unexpected. Favorite one so far.” — Matt W., Director of Content Production

“Dunkin was shocking and iconic.” — Emme, Account Coordinator

Takeaway: Unexpected concepts and hooks delivered more conversation than celebrity faces alone.

Humor That Landed (and Humor That Didn’t)

Super Bowl humor is a tradition, but only some spots made us laugh for the right reasons.

“Singin’ toilets got major lols over here.” — Matt R., Creative Technologist

“The tight end bit in the prostate screening ad… that was so funny.” — Caroline, Account Director

“The Truist ad made me lol.” — Emme, Account Coordinator

Takeaway: Humor still works…but only when it feels earned and clever.

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It Doesn't Always Need to Make Sense to Make an Impact

Some ads were simply head scratchers — but they did get reactions. Case in point: our thoughts on the Coinbase spot…

“The narrative wasn’t totally clear, but it definitely got people reacting in real time.” — Lily, Client Service Apprentice

“What a fun commercial! Got the entire room doing karaoke.” — Emme, Account Coordinator
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“I didn’t get the connection… but we were all engaged.” — Caroline, Account Director‍

Takeaway: Sometimes getting the people talking is enough of a brand boost.


Overall, this year's landscape was a mix of predictable plays and genuinely fresh moments. Celebrities and big budgets don’t guarantee impact and creativity still does matter. Ultimately, the brands that sparked conversation were the ones we're still talkin' about.