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The biggest night in advertising didn't just appear on the big screen, but millions of eyeballs also took to YouTube to see the industry's most creative ideas come to life in the form of Super Bowl LX ads.
Of course, we can't forget the other epic showdown between the Seattle Seahawks and the New England Patriots, which ended in a Seattle victory.
The half-time show featured Bad Bunny, with special guests Lady Gaga and Ricky Martin.
The YouTube Canada team shared with Profectio a ranking of the most-viewed Super Bowl LX ads, along with an analysis of the themes and stories that resonated most with viewers this year.
Strong Wordplay wins
Advertisers are using creative wordplay to make sure their brands are remembered. #9 on the list this year is Raisin Bran, which brought Canadian icon William Shatner, aka “Will Shat” to solve fiber deficiency across the country in a hilarious spot that reminds viewers of how to stay regular. Kinder Bueno’s ad at #7 shows how you can turn “no bueno” moments into “Yes Bueno moments” simply with one bite of Kinder Bueno. We also saw Hellmann’s bring Andy Samberg into a deli as “Meal Diamond” to sing “Sweet sandwich time”, a play on Neil Diamond’s epic song Sweet Caroline.
Cultural Connections & Nostalgic Reunions
Brands are leaning into cultural conversation to connect with their audiences. For some, it’s choosing creators over traditional actors for their ads, like Salesforce, which invited MrBeast, one of the largest creators in the world, to write, direct, and star in their 2026 spot. Michelob Ultra made #4 on the list, with an ad that combined the Super Bowl and Olympic moments. It features Kurt Russell as a motivational coach, alongside Olympians Chloe Kim and T.J. Oshie. And culture and nostalgia came together when Dunkin Donuts brought together Jennifer Aniston, Matt LeBlanc, and Jason Alexander to review a video by Ben Affleck that does not seem to impress them. Xfinity is another one; their ad “Jurassic Park Works” brings back the original cast of Jurassic Park (from 1993), showing that if the park had used Xfinity’s network, the fences would have stayed up, and the movie would have been a boring, safe vacation.
Storytelling through different formats
Expedia’s Going Places with Ken was the top ad of the list, but it was more than just the ad. Ken also did an interactive Q&A on Threads to chat about travel inspo and planning. And looking at e.l.f. Cosmetics at #3, we see that they created a Telenovela-inspired spot with Melissa McCarthy, tapping into the dramatic energy of Latin soap operas. This shows how brands are leaning into long-form storytelling opportunities for deeper engagement with audiences.
"The Super Bowl has evolved into a multi-week cultural marathon, and YouTube is the digital stadium where that energy thrives before, during, and after the game. The way brands approach their ads has shifted as a result - it’s no longer about one timeslot, but about creating momentum that extends beyond the big game. From nostalgic reunions to clever wordplay, Canadians are connecting to the ads this year, and heading to YouTube to watch their favourites." - Peter Hand, Head of Video Strategy, YouTube Canada
Top 10 List, as ranked by views on Game Day on the YouTube AdBlitz site:
1. Expedia | Going Places with Ken
2. Google | New Home | Google Gemini SB Commercial 2026
3. e.l.f. Cosmetics | e.l.f. Presenta: MELISA | e.l.f. Cosmetics Game Day Commercial 2026
4. Michelob Ultra | The ULTRA Instructor ft. Kurt Russell, Lewis Pullman, Chloe Kim, & TJ Oshie | Michelob ULTRA
5. Artlist | Artlist’s Official Big Game Commercial 2026
6. Base44 | Introducing Base44’s Big Game Full Ad “It’s App to You”
7. Kinder Bueno USA | YES BUENO 2026
8. Budweiser | Budweiser | Super Bowl LX Commercial 'American Icons'
9. Raisin Bran | Kellogg's Raisin Bran Will Shat
10. Red Bull Gives You Wiiings | Unleashed Zero
YouTube’s AdBlitz channel is a hub for fans to watch Super Bowl ads before, during and after the game. They ranked ads from over a hundred brands on this hub, based on the most views from 12AM - end of the game on Sunday.
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