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AMA MN Ad Bowl Reflection: Key Themes from This Year’s Super Bowl Ads 2026

Mar 21, 2026 4:16pm

One month ago, the Seattle Seahawks defeated the New England Patriots with a score of 29 – 13; the game ended with only a total yard difference of 4 yards, the Seahawks narrowly winning the battle of distance.

More importantly – there were approximately 45-55 minutes of ad time compared to the 60 minutes of actual game time.  This means that for every minute of the game, there were about 45 seconds of advertisements. The average length of a Super Bowl spot is 30 seconds, and there were dozens of brands vying for the most valuable seconds of screen time in the marketing industry.

We had the immense pleasure of partnering with Colle McVoy, our annual host, for this year’s annual MN AMA Ad Bowl.  We were joined by our panelists:

During our discussion, we covered many predominant themes. The main topics of discussion were AI, celebrity spotlights, and humor and politics (or lack thereof).

AI Was Everywhere in Different Forms

Artificial intelligence dominated the conversation throughout the evening.  Many brands leaned heavily into AI-powered services but much of the general sentiment was in regards to how people viewed rather than utilized AI.  Several ads gave AI human-like qualities like hyper-realistic voices, personalities, even physical characters. This personification was aimed to make complex technology feel more approachable and lessen public perceptions of the technology. 

According to a 2025 Pew Research Center survey, half of American adults said the use of AI makes them more concerned than excited.  That is significant public sentiment that brands need to overcome if they ever want to deliver on market value promises.  In fact, in 2026 alone, Alphabet (Google), Amazon, Meta, and Microsoft are expected to collectively invest approximately $650 billion to build out AI-related infrastructure.  With spending reaching historical highs, these companies need to make a return on their investment or risk jeopardizing their financial wellness. 

Digging into a few of the ways that tech companies are working to change public opinion –
One major differentiator is the use of AI for professionals versus the use of AI in daily life.  Gemini, Google’s AI, had a spotlight specifically showing how parents and families can leverage their AI (view the ad here); meanwhile, Copilot, Microsoft’s AI, was shown as a tool for professionals (view the ad here).  Interestingly, most ads avoided explaining AI itself.  Instead, brands demonstrated outcomes and use cases.  The message wasn’t “here’s how AI works,” but more so, “here’s what AI can do for you.”

Another focus was on the monetization of AI. Some companies will specifically provide more information on data security and privacy.  Anthropic, and their AI Claude, distinguished themselves by inflaming concerns that other AI search results will be influenced by paid search and ads, as shown in their Super Bowl ad here. 

The Evolution (or Fatigue?) of Celebrity Advertising

Celebrity appearances remained prominent; however, there was discussion around whether this tactic is losing its impact.  Are celebrity promos becoming predictable?  Is star power enough anymore, or are audiences craving more originality and authenticity?  This year’s ads reignited that conversation.  With social media and advertisements becoming ingrained into almost every part of our lives, many panelists mentioned how organic engagement and testimonials of real life consumers are beginning to feel more genuine.  According to Social Life Magazine, “Research indicates that 81.8% of consumers believe celebrity brand deals lack credibility.”  So, rather than focusing on raw ‘star power’ consider what a real, authentic reflection on your brand looks like.

Humor as a Strategic Tool

One of my personal favorites this year was the BloodTest.com ad.  This brand stood out for using humor, specifically male-centered humor, to approach a traditionally uncomfortable or taboo health topic – prostate cancer.  The campaign was widely praised as smart, strategic marketing that made something awkward feel approachable.  Even during our panel rewatch, there were tons of laughs, and this goes to show how humor can easily break down communication barriers, if done properly.  Plus, who doesn’t love Enya!

Playing It Safe: Politics and Cultural Messaging

A noticeable trend was how cautiously brands approached political or socially charged topics.  Many brands avoided overt political positioning, and considering this year is America’s 250th ‘birthday’, there was surprisingly little marketing around national pride and identity.  The few politicized ads received very mixed reactions, less so because of the content, but because of the association with highly controversial ongoing political events.  Many polling firms reported a +50% disapproval rating of the current administration during the time of the Super Bowl, and one cannot deny the lack of politically associated ads.  Whether that is simply a correlation or a more direct causation is something kept in creative briefs and unspoken opinions the public will likely never fully know.

Entertainment Industry Signals

One of the most notable shifts – Apple Music stepping in as halftime sponsor after Pepsi’s long-standing run. This shift marked a broader evolution in how sponsorships are being leveraged as ecosystems become a primary selling point for brands rather than one-off impressions. Brands want customers to be involved in every aspect of their business, from devices to advertising streams to data collection, every part of customer interaction and engagement is a valuable commodity.

In summary:

AI was a focus of many different ads this year. It has become a staple part of marketing value propositions for companies across the board. Celebrity spotlights remain a popular, easy way to connect with your audience, though its effectiveness requires a clear brief and strategic direction to effectively communicate with your target audience. Politics played a key part in defining the undertones for many messages this year.  Finally, integrated sponsorship ecosystems, like Apple Music’s halftime play, represent the future of brand partnerships and showcase how to make the most of leveraging opportunities to bring users to your respective platforms.

We extend our sincere thanks to fjorge for supporting the MN AMA Ad Bowl 2026 event.  Since 2004, fjorge has been building digital solutions “Built Right,” blending technical excellence, strategic thinking, and a collaborative culture to create meaningful results for their clients.  Their commitment to innovation and craftsmanship makes them a strong partner for the marketing community, and we’re grateful for their support in making Ad Bowl 2026 a success.

Written by Noah Polipnick

About AMA Minnesota:

The Minnesota chapter of the American Marketing Association, MN AMA, is a vibrant community of marketing professionals dedicated to advancing the field through connection, education, and professional development. Whether you’re just starting or are a seasoned marketer, MN AMA offers events, resources, and networking opportunities to help you grow.

Learn more and get involved at amaminnesota.org.