The Seattle Seahawks won Super Bowl LX behind a dominant defensive effort in defeating the New England Patriots, 29-13.
But outside the lines in those much-anticipated commercial breaks, which advertisers were the biggest winners and losers of the big game? The SWBR staff breaks down which brands stood tall and won the day, and which brands’ pitches sailed wide of the goal posts. There was a lot at stake, too, as each 30-second commercial was reportedly sold for $8 million.
Below are the SWBR staff picks for the commercials that we seized the day:
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ET’s Top Pick: Amazon Alexa | Alexaaaa+
Why It Won: Simply put, this commercial won because it delivered the message on a very entertaining level. Great commercials don’t just make people laugh, they tell a story people remember. This Alexa spot builds a narrative arc: Chris, calm around literal danger like snakes and bears, suddenly freaks out over Alexa+ because of our real-world anxieties around AI. That tension gets playfully exaggerated and then resolved when Alexa+ shows it’s genuinely helpful. That’s structured, simple storytelling that works on both emotional and product utility levels.
What I Liked: As someone who makes ads for a living and also manages the chaos of family life, this humor really lands because it’s rooted in something we all deal with, our everyday concerns about technology and AI. We joke all the time about smart speakers listening in or doing things they shouldn’t. This spot leans into that idea, takes it to a funny extreme, and then flips it into something genuinely entertaining. It’s the kind of humor the whole family can enjoy, fun enough to keep kids laughing, but smart enough to hold adults’ attention.
Missed The Mark: Liquid Death
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Jess’s Pick: Novartis | Relax Your Tight End
What I Liked: I loved how this commercial took a topic that’s usually awkward and made it feel surprisingly normal and even funny. Using iconic tight ends instantly pulled me in, but it never felt gimmicky. The humor actually helped the message land instead of distracting from it. I also really appreciated how clear and straightforward they were about screening starting with a simple blood test. It removed a lot of the fear and hesitation in a way that felt relatable, not preachy.
Why It Won: This spot did exactly what a great Super Bowl commercial should do. It grabbed attention, made people laugh, and actually taught something important. The football tie-in was smart and culturally relevant, and bringing in a real person who caught prostate cancer early added a layer of honesty and impact. It felt memorable without trying too hard and meaningful without being heavy. That balance is hard to nail, and Novartis absolutely did.
Missed The Mark: Tardive Impact
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Michael’s Pick: Pepsi | The Choice
Why It Won: This ad stood out because it cleverly revived this cola rivalry with fresh humor, flipping expectations by having Coke’s iconic polar bear choose Pepsi. This made it both memorable and conversation-worthy.
What I Liked: I liked how the ad turned a simple taste test into a funny and engaging narrative that kept viewers hooked. The polar bear’s emotional reaction was priceless.
Missed The Mark: Instacart
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Dave’s Pick: TurboTax | The Expert
Why It Won: In a sea of underwhelming Super Bowl commercials, this is the only spot that was entertaining and made me laugh. And there’s nothing funny and entertaining about taxes. It reminded me of when commercials for the big game were simply funny and focused on selling products and services rather than making “statements.” The world needs more laughter.
What I Liked: It was a well-scripted spot featuring Adrian Brody dramatically talking about death and taxes, as he said, “at least you only die once.” Then the producer yelled cut and explained TurboTax makes filing your taxes easy. Brody countered that if there is no drama, there is no Adrian Brody. As he stormed off set he broke a window, then turned and said, “I’ll pay for that.” And the TurboTax expert on set replied, “I can deduct that.” I found it funny, because everyone wants to find deductions. Plus, I’ve yet to meet one person that likes filing their taxes. For the brand, this commercial is timely and hits a target audience of millions of people before its services are needed as tax day is fast approaching.
Missed The Mark: Instacart
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Elizabeth’s Pick: Xfinity | Jurassic Park … Works
Why It Won: Welcome to Jurassic Park…in the timeline where 33 years later, everything finally goes right. From my POV, this ad was the best of the bunch because it transformed nostalgia into narrative authority, reinforcing the brand’s core pillar: fast, secure WiFi that protects, connects, and powers millions of customers every day. Seeing these deeply beloved characters reunite on the small screen felt like a family reunion you actually can’t wait to attend, while the reimagined blockbuster allowed us to viscerally experience John Hammond’s original vision coming to fruition because this time around, the infrastructure is firmly in place and fully functional. In this satisfyingly realized alternative world, Dennis Nedry’s plan would have been foiled outright had Jurassic Park been equipped with Xfinity technology, delivering the ultimate “what if” fantasy. Hold on to your butts, Seattle Seahawks – you’re not the only ones who clinched a championship trophy in Super Bowl LV.
What I Liked: This commercial didn’t just simply pull at the heartstrings as I walked down memory lane; it also successfully reawakened the magic of this iconic story and extended its legacy by inviting a new generation in on the wonder that occurs on Isla Nubar. Through its bold, cross-collaborative storytelling, this campaign honors what audiences love while reintroducing it with awe-inspiring energy and fresh cultural relevance. Like Jurassic Park, Xfinity spared no expense to preserve the legacy of this Hollywood franchise, which deserved nothing less.
Missed The Mark: Liquid Death
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Emma’s Pick: Budweiser | American Icons
Why It Won: The Budweiser commercial stood out to me because of its simple but emotional story centered on the bond between the horse and little eaglet. The relationship felt genuine, and it instantly pulled you in without needing dialogue, over-the-top jokes or shock value. Between the beauty of the art direction and the music that set an emotional tone to the endearing story, it served as a reminder that sometimes the most impactful Super Bowl ads are the ones that make you feel something.
What I Liked: I loved how the ad created an emotional moment without saying a word. The relationship between the horse and baby bald eagle felt pure and genuine. It brought a sense of warmth and comfort that stayed with you even after the commercial ended. It also felt like anyone could relate to and connect with this ad.
Missed The Mark: TEMU
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Jackie’s Pick: Lay’s | Last Harvest
Why It Won: The Lay’s commercial stood out to me because it told a genuine story that reinforced the brand’s roots in agriculture and the people behind the product. Highlighting generations of farmers added authenticity and personal connection, which made it memorable during the big game.
What I Liked: I loved the heartfelt storytelling and the way it celebrated the farmers who make the product possible. It felt sincere, visually beautiful, and it struck a nice balance between brand message and emotional connection.
Missed The Mark: State Farm
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We’d love to know what commercial made the top of your list during Super Bowl LX, and if you’d like to make a video or commercial to help your company stand out from the crowd, contact SWBR and we’ll get started right away.
