Selling food for the big game: Our favourite commercials of Super Bowl LX

Sport Nation • February 9th, 2026 12:49 pm

The clash between the Seattle Seahawks and New England Patriots isn't the only thing people tune in for during Super Bowl LX - there's also the half-time show, and of course, the commercials.

Time magazine reported that a 30-second commercial during Super Bowl 60 can cost up to US$10 million per spot, an increase of over US$2 million from 2025.

On top of all the production costs, talent fees, and the money involved with advertising agencies, it's a big spend to be featured in one of the biggest sports broadcasts of the year.

However in New Zealand, unless you're watching on NFL Game Pass via DAZN, Kiwi NFL fans don't get to see the commercials that are synonymous with the American broadcast.

Here are our favourite Super Bowl commercials for 2026.

Uber Eats

Matthew McConaughey is determined to prove to Bradley Cooper that American Football was designed to sell food - and with the amount of ad breaks involved, it's easy to see why.

But comparing the Pro Football Hall of Fame to a juicer takes the cake here. Admit it Cooper, this is one is alright alright alright!

Hellmann's

Neil Diamond? Nah, how about Meal Diamond? Andy Samberg shows off his comedic and musical chops once again, this time for mayonnaise.

"It's so good, so good!"

Block your ears, Mark Stafford.

Pepsi

New Zealand's own Taika Waititi directed Pepsi's Super Bowl commercial this year, featuring an animated polar bear taking the Pepsi Challenge to decide which tastes better.

In true Taika fashion, the Kiwi director/actor makes a cameo appearance as a psychiatrist for the aforementioned polar bear.