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Annual Top 5 Super Bowl Commercials reviewed
- Dennis Phillips
- Feb 11
- 3 min read
From singing toilet seats and prostate cancer screenings to a man made of Pringles and a flying horse (sort of), this year’s Super Bowl commercials both hit and missed the intended spot.
You got it — it’s time for my annual Super Bowl commercial review, complete with my top picks of the year and a few that should’ve stayed on the cutting-room floor.
A little history first. I’ve been writing this column for more than 25 years. Every year, I watch and rewatch the commercials aired during the most-watched television event on the planet. For many viewers, the ads are just as much a part of the Super Bowl as the game itself. With very few local spots sold, major industries use the massive audience to sell not just products, but ideas, images, and philosophies.
For the past 12 years, I’ve said my all-time favorite Super Bowl commercial belonged to Volkswagen — the little Darth Vader using the “Force” to start a car. That reign ended this year, thanks to Budweiser.
Before I get to that one, here are a few other standouts. I should note that plenty of media outlets rank Super Bowl commercials every year, and more often than not, I disagree with their picks. These are my top five for 2026, with links so you can judge for yourself.
No. 5 – The ULTRA Instructor (Michelob ULTRA)
Kurt Russell trains a perpetual loser to finally win, with the familiar rule that the last one down the hill buys the beer. Simple, funny, and effective.
No. 4 – Jurassic Park… Works (Xfinity)
This one hits every cylinder for Gen X viewers. Xfinity imagines how modern internet could have saved Jurassic Park, and the nostalgia factor does the heavy lifting — successfully.
No. 3 – Relax Your Tight Ends
Take a group of NFL tight ends, add a clever play on words, and you get a prostate cancer awareness ad that’s funny without being uncomfortable. Humor addressing a serious issue, done right.
No. 2 – Sabrina Carpenter Builds a Man (Pringles)
Pringles has landed in my top 10 before, but this one had me laughing out loud. When Carpenter goes looking for a new man and decides to build one out of Pringles, the absurdity works perfectly.
No. 1 – American Icons (Budweiser)
Budweiser delivers a heart-tugging mini-story featuring an eaglet and a young Clydesdale on their journey toward becoming the American icons they were meant to be. Set to Lynyrd Skynyrd’s Free Bird, the commercial fires on every American cylinder imaginable. As the eagle soars from the back of the iconic Budweiser Clydesdale, it’s hard not to feel it.
This easily becomes my new all-time favorite. It lands hardest with viewers in the 40-to-100-year-old demographic and simply crushes the rest of the field.
Honorable Mention – Pepsi vs. the Polar Bear
Pepsi pulls a bold move by using Coca-Cola’s iconic polar bear and the historic taste-test challenge. When the bear chooses Pepsi, it sends him into counseling. Devious? Absolutely. Effective? Without question. It’s a clean, direct hit.
Now, for my least favorites of the year.
No. 3 – Hungry for the Truth (Uber Eats)
This season-long campaign featuring Matthew McConaughey and Bradley Cooper ends with a thud. Repetitive, drawn out, and ultimately forgettable. I’m glad it’s over.
No. 2 – The Expert (TurboTax)
Adrien Brody is a fine actor, but this gritty attempt at comedy falls flat. TurboTax tries to convince us taxes aren’t stressful — a tough sell under any circumstances.
No. 1 – Stop Livin’ on a Prayer (State Farm)
This one is bad — and not the fun kind. Insurance agents singing a parody of Bon Jovi’s Livin’ on a Prayer is painful enough, but dragging Bon Jovi himself in to save the day doesn’t help. It’s memorable, but only because of how bad it is.
That rounds out my list for 2026. As always, your favorites may differ — and I hope they do. The commercial stage is now closed for another NFL season, and football fans can only look ahead to the draft and the promise of a new season arriving in August.
Until then, advertisers are already hard at work, hoping next year’s 30 seconds of fame will land on the right list.
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