Super Bowl ads—what viewers want and don’t want from brands in 2026 commercials

Fembot, Svedka’s reborn mascot, will star in the brand’s AI-powered Super Bowl ad. (Svedka)

Now that we know the Seattle Seahawks and New England Patriots will face off in this year’s Super Bowl, another thing is certain: viewers want funny, celebrity-filled ads—but they are split on the role of AI.

Reporter Erika Wheless said Ad Age partnered with the Harris Poll to gauge consumers’ expectations for this year’s Super Bowl ads by surveying around 1,000 consumers in mid-January.

Seventy-one percent of respondents said they most want to see funny ads, while 46% said that they are most likely to remember a funny ad. Brands are listening—funny spots comprised 70% of Big Game ads in the last three years, according to iSpot.

Super Bowl viewers are divided on AI

Technology and AI-generated ads are less popular. The Harris Poll found that 17% of those surveyed most wanted to see AI-generated ads, with millennials being the most open to them (28%), followed by Gen Z (21%).

Respondents were also split on how comfortable they would be watching an ad with AI-generated celebrities, characters, or spokespersons, with 51% feeling “very” or “somewhat comfortable” and 49% “not at all” or “not very.”

This year, Svedka Vodka is bringing back its robot mascot, Fembot, in a fully generative AI commercial. Silverside AI is working on the ad, the same agency that led Coca-Cola’s much-talked-about AI Christmas ad.

Forty-four percent of those surveyed said that they did not like the idea of AI being used in ads or that the use of AI feels fake or misleading. Thirty-six percent said that they would be more open to AI-generated ads if ads disclosed that AI was used, while 33% said they would not be comfortable with an AI ad at all, even if AI use was disclosed, the ad was obviously fictional, or a character or a celebrity approved their likeness being used.

Which brands do consumers want to see in Super Bowl ads?

When it comes to the kinds of companies that should advertise in the Super Bowl, 70% of those surveyed think packaged food and drink and snack food companies should advertise, up from 47% last year. That’s good news for the multitude of food and drink brands in this year’s game, including Lay’s, Poppi, Pepsi, Ritz, Liquid Death, Kinder Bueno, Pringles and Nerds.

SB2026 – Teaser – Love at first bite: Pringles U.S. Commercial

Seventy-two percent believe restaurants and food delivery apps should have ads, but only 63% of Gen Z agrees. Instacart and Uber Eats return, joined by Grubhub, while DoorDash opts for a social-first strategy.

Gen Zers (in their late 20s) and millennials (around 30 to 45 in 2026) were most excited about celebrity-driven ads, at 40% and 39%, respectively. Last year, 68% of Super Bowl ads featured a celebrity. This year, Pringles teams up with Sabrina Carpenter, Kinder Bueno features influencer Paige DeSorbo, Instacart collaborates with Ben Stiller and Benson Boone.

Bud Light brings back Peyton Manning, Shane Gillis, and Post Malone.

Gen Z and millennials plan to stay active on their second screens, with 61% and 62% looking up featured brands, texting about ads, and posting reactions on social media.

When it comes to alcohol advertising, there is a generational divide: 67% of Gen Xers (ages 45 to 60) think alcohol brands should advertise, compared to 49% of Gen Zers, reflecting the younger generation’s lower alcohol consumption. Additionally, 70% of Gen Xers believed automotive brands should advertise, significantly higher than Gen Z’s 32%. Thus far, Cadillac and Toyota are the only auto brands to confirm ad buys.

The good news for advertisers is that excitement for the game builds annually, with 82% of those surveyed likely to watch this year’s game on Feb. 8, up from 72% last year and 67% in 2024.

Last year’s Super Bowl drew 127.7 million viewers across Fox, Fox Deportes, Telemundo and the Tubi streaming platform, making it the largest audience in the history of the game, according to Nielsen. NBCUniversal announced in early September that it had sold out of ad inventory for this year’s game, which will air on NBC, Peacock and Telemundo.

Let’s hope this year’s batch of ads will be much improved over last year’s underwhelming batch. Until then, we’ll wait and see.

Hopefully making a ruckus, one blog post at a time!

Be sure to check out my other blog,Joe’s Journey, for selected short stories and personal insights on life and its detours.

 

Measuring Creativity


Fueling Creativity in Education bridges the gap between the science of creativity and classroom practice, with a focus on both creative teaching and teaching creativity. Since launching during the pandemic, we’ve interviewed over 100 leading researchers, educators, and administrators.

Hopefully making a ruckus, one blog post at a time!

Be sure to check out my other blog,Joe’s Journey, for selected short stories and personal insights on life and its detours.

Creatives can lead a humanistic approach to AI . . . Here’s how.

Canadian graphic designer Jean-Pierre Lacroix explains how creative agencies and brands can make better use of generative AI by using it to expand team creativity.

As in the past I came across this article on the Web and thought it both interesting and inspiring. Given our challenging times, I think you will too. Enjoy!

The concept of generative AI technology creating content from user prompts using advanced algorithms. Adobe Stock

Every brand and agency is trying to tap into the promise of generative AI. So far, the results don’t always meet expectations. Is that so surprising? AI is brand new technology that no one fully understands, including its creators. Right now, we’re in an era that calls for experimentation. Results will come, but maybe not how we imagine. In the meantime, we must adopt a human-centered approach to AI, enabling creative teams to use AI as a platform for thinking differently and learning. 

So far, the best AI brand activations aren’t AI-generated ads or design. Successful examples of creatives using AI have a distinctly human perspective. For example, Heinz created an ad showing the audience what happens when they prompt AI to create images of ketchup: it reproduces hundreds of variations of the iconic Heinz bottle design. No matter how they try, according to the ad, they can’t get AI to drop the Heinz label because it’s synonymous with ketchup. 

Although the ad shows AI-generated imagery, Heinz is cleverly using AI to make a point about their brand rather than to generate and execute a creative idea. 

On the other hand, when companies try to generate creative using AI, even the best work requires enormous human effort and it doesn’t always come off well with consumers. That may change, but today, AI-generated material just doesn’t look and feel right. The fear that AI will take jobs away from humans causes concern in some scenarios, for example with the use of AI-generated models.  

How should creative teams be using AI today? It’s about testing and learning to develop skills and confidence. No one can say for sure how AI models will evolve but being prepared means teams need to start experimenting now. 

Key considerations for AI experimentation

Create a cross-functional team assigned to explore AI tools relevant to their roles. Tracking and testing new models, staying informed about potential legal concerns and gathering case studies will ensure you have a strong foundational knowledge to guide decision-making. 

Establish guidelines for AI use at your company. You’ll need someone who’s on top of legal matters, keeping in mind that various legislation is pending in many regions. You also need to understand how your consumers or clients perceive AI. Although there are some who hate AI no matter the circumstances, for most people, context matters. Conduct research with your stakeholders to make sure your intended uses align with their preferences. Provide your team with an approved list of licensed tools to use and establish a process for testing new ones. 

Try, fail, try again. At our company, we created an AI self-assessment platform that allows brands to evaluate their design against a competitor through the lens of our branding philosophy. This was a test-and-learn scenario that resulted in numerous unsatisfactory iterations, ultimately leading to a beta model that runs well, albeit with some caveats. (You can test it for yourself.) As we continue to improve the tool, our team continues to learn. Don’t expect perfection because you won’t get it. Building confidence, knowledge and skills should be the goal.  

Be transparent. If you work with clients, gauge their comfort level with AI and give them the option to opt out if you intend to make it part of your workflow. Something as simple as AI notetaking may run counter to privacy policies, for example. 

Protect your privacy and the privacy of clients. Before using any AI platform, ensure your IT team reviews their data policies. This brings us back to establishing guidelines. Ensure that everyone at your company is aware of which platforms they’re permitted to use, and that the appropriate people have licensed accounts where data will be kept confidential. 

Better, faster creative? Not yet

The hype around AI may lead some to think creative work can be completed faster and at a lower cost. At this stage, efficiency-finding with AI is only possible if you significantly lower your standards. Most creative agencies and brands would likely agree that AI can be useful in ideation but isn’t as helpful in execution. 

For example, we’ve found that even when given clear design guidelines, it’s very difficult for AI to create final art for packaging that works in real life. We’ve found it useful for editing images, brainstorming a hundred ways to depict a watermelon and general ideation. But so far, human creatives are still significantly better at everything else. 

AI does a decent job writing emails and copy for social media, but that too is bumping up against some limitations. Consumers are starting to recognize the tone of AI-generated copy and they find it grating.

AI is best suited to help structure content, create headlines and keywords and clean up copy. Marketers shouldn’t let their writing skills decline! AI can decipher what makes a clickable headline, but it doesn’t have any fresh ideas – it’s a solid Beatles cover band, but it’s no Lennon or McCartney. 

Where we’ve found it most useful is with coding, where it helps us do more in a shorter time frame. However, teams still need to be proficient enough to know how to prompt for the right code and how to correct mistakes.  

The human connection gap

One of the most common consumer-facing uses of AI is chatbots. They give us insight into the human connection gap that can occur with AI. Although serviceable and polite, AI chatbots annoy people. We know they’re not human and this changes the way we treat them. 

Consider the Taco Bell drive-through incidentwhere a customer derailed an AI chatbot by ordering thousands of glasses of water. In cities with fleets of self-driving cars, they often get stuck and cause traffic jams because drivers won’t let them in the way they would a human driver. 

Then there are the many incidents of people assaulting robots, especially humanoids. As much as we love a fun tool to play with, creatives can’t ignore the dehumanizing potential of AI.

How do we deal with this?  The answer isn’t ignoring AI but learning how to use it to support human ideas and interactions. If what the utopia tech companies are selling is achievable, it will be because users engage with it thoughtfully. Creative teams are in a great position to lead this kind of conscientious, intelligent use of AI.  

Jean-Pierre Lacroix is president of Shikatani Lacroix Design

Jean-Pierre Lacroix is president of Shikatani Lacroix Design, a global branding firm specializing in transforming customer experiences for consumer packaged goods companies, financial institutions and retailers. He is a member of the Registered Graphic Designers of Ontario, and has sat on the board of the Society of Environmental Graphic Designers, Packaging Association of Canada and the Association of Professional Futurists.

Hopefully making a ruckus, one blog post at a time!

Be sure to check out my other blog, Joe’s Journey, for selected short stories and personal insights on life and its detours.

The Haunting-The Manor Murders

Spooky entrance to haunted neighborhood by the bay. Adobe Stock

It seemed tranquil enough at first sight. It also appeared quite spooky. The residents didn’t seem to mind, after all they were used to it. It was the outsider who would occasionally visit their neighborhood by the sea. It was the outsider who got queasy when he set foot in the neighborhood. It was the outsider who wouldn’t return from whence he came. It could be the outsider who might become a permanent resident if he didn’t end up dead.

You see, the residents were very selective as to whom they invited into their little neighborhood by the bay. It didn’t matter to them that it was haunted. That just added a bit of allure to the area. No, it wasn’t the Twilight Zone. It was just a little haunted neighborhood by the bay.

By what or from whom is it haunted you might ask? There have been rumors scattered around for years but nobody knows for sure. Seems like around the late 19th Century, a shipwreck happened upon the shores of what would become this little neighborhood.

The wreck was the result of a horrendous storm that destroyed the ship and caused the crew to abandon her. As the storm ravaged on, some of the crew was lost at sea with only a handful of them surviving and eventually making it to shore.

Once there, the remaining crew found refuge in an old abandoned shack from where they would ride out the storm.

As the story/rumor goes, the fledgling crew mates did what they could to survive but kept a low profile in the neighborhood. All appeared to be going okay for the neighborhood until about one year later.

That was the year, in fact the exact day, a year later when another massive storm hit the area and completely wiped out many in this shoreline populace. Including the house in which lived the crew mates. The house still stood but the crew was gone.

No signs of anyone, anywhere. No belongings, no nothing. They just vanished.

THREE YEARS LATER

One night as a couple of the residents were out for a stroll, one noticed a distant light coming from one of the houses on the edge of the neighborhood. As they got closer they discovered the light was emanating from the long abandoned house that was vacated after the bad storm several years prior. But how could that be; no one had been living there since the previous and only occupants from the ship wreck and they had completely vanished after the storm hit. They were all thought dead.

Through a bit of trepidation and curiosity, the couple decided to investigate and moved closer to the house. Because the house had been abandoned after the storm and not been kept up, it was in a state of disrepair and looked dilapidated. Nevertheless, the couple nervously managed to walk up to the front steps near the entrance. Then they froze as if they had encountered an invisible wall. They couldn’t move. The only thing they felt was cold, extreme cold as if from a meat storage locker.

Although they stood there frozen in place, they could still see their surroundings but it was as if time itself had stopped. That’s when they saw it. Slowly but ever so gradually the front door began to open. As they stood there they felt the expectation of finally seeing someone answering the door, albeit under very strange circumstances. But as the door creaked open, they saw no one. An empty space in the entrance way.

What to make of this? They didn’t know what to think. Or do. How long would they remain frozen in place?

It seemed like it was just a blink, a millisecond in time before they found themselves inside the house standing unfrozen in the entranceway. Though they could move, they did not. They just stared at one another as if to silently ask “what do we do now?”. They were in total darkness except for a tiny light at the end of the hallway. This couldn’t be the light they saw from outside. That one, they surmised, must have come from the upstairs. But how? Were these lamps, candles set ablaze. There had been no electricity turned on since the storm hit and as far as they knew, the house was abandoned.

Or was it? How were the lights on? Even if the light source was a candle, it would have to be lit. Like it or not, further investigation was in order.

So the couple slowly made their way toward the flickering light at the end of the hall and just as they approached it they suddenly felt immense cold, as if they had walked into a freezer. It was just like they’d experienced when they reached the front door.

Simultaneously at that point the light flickered out and they were standing in complete darkness. But for a moment. There, just a few steps away and up what appeared to be a staircase, flickered another light as if beckoning them up the staircase. Interestingly the cold seemed to immediately dissipate when they began walking upstairs.

But as soon as they approached the light it moved. It was as if someone or something was leading them somewhere and holding the light as they traversed the curving, spiral staircase. Even in this twilight setting they could see no one. The light seemed to be moving on its own, always staying just slightly ahead of the couple.

When they finally arrived at the top of the stairs, they discovered open air, no rooms or walls, save for one partly dilapidated door that lead to an empty, what was left of a bedroom.

The light was still flickering but just barely, given the slight evening breeze from the adjoining bay.

The couple just stood there, frozen, afraid to step anywhere for fear of the timbers giving way. It was at this moment that they felt an uncontrollable sense of movement like they were being pushed toward the large opening on the bay side of the house.

Haunted castle at night, with glowing ghostly figures drifting through the misty air outside. Adobe Stock

There was nothing here but open air and a drop of about 300 feet down to the rocks below. No one could survive that fall. But why were they standing there now, right on the precipice of falling to their death?

They were once again standing there in total darkness. No sound except for the uneasy beating of their hearts. Their pulse raced, blood pressure climbing and anxiety rising to new heights.

Could they have outstayed their uninvited welcome? Did someone want them dead? Who the hell was behind these flickering lights? Was this a convoluted prank or sick joke? In any event they were more than ready to take their leave.

Because of their unsure footing they slowly started backing away from the open air portion of the storm-torn wall and began to turn around and walk out.

That’s when they heard it; a scraggly old voice that sounded more like a whisper.

“Where are you going? You can’t leave now, the party’s just begun. Besides you just got here,” voiced something quite invisible to their eyes. As they were still trying to adjust their eyesight in the dark, a candlelight appeared right in front of them, seemingly floating in mid-air.

There was no one present. This time, though, instead of a rush of very cold air they felt only a slight chill. As if a door had simply opened to the night air.

“Who’s there?” blurted out the man. No one answered.“ I said, ‘who’s there? Show yourself or at least speak and answer me.”

Silence.

Finally, the man turned to his lady friend and urged, “come on, let’s get the hell out of here.”

They began to walk but the flickering light stayed just in front of them, floating in mid-air. Whenever they turned, it turned. Always in front.

When the couple reached out in front of them to see if they would feel anything, all they felt was air; nothing.

“I don’t know who or what you are but we’re leaving; we’ve had enough,” said the man. Just then the light seemed to move out of their way as if to let them by. As the couple made their way out of this “semi death trap” their way out was lit by another floating light.

They made their way safely down the stairwell and into the foyer and out the door. Once outside they stopped and just looked at each other. Totally perplexed but relieved they would now be on their way back home in the neighborhood.

An eerie haunted mansion with shadowy figures peering out of the windows in the night. Adobe Stock

While the couple was walking away, the door gradually closed and the soft sound of quiet laughter could be heard from within the house.

Then a distant voice, “you think they’ll be back?” “Oh, I’m sure of it,” said another voice. “And we’ll be ready.”

***************

Over the course of the next few weeks, the couple queried several of their friends in the neighborhood and told them of their encounter in the apparently abandoned house at the end of the block overseeing the bay. Not one person they talked to knew anything about the house and had understood it had long been empty, that no-one had lived there since before the storm hit.

After one such neighborly conversation, the couple returned to their abode where they had been residing for just the past six months. As they discussed with each other their various conversations with their neighbors, they agreed that something was amiss. No one knew anything and/or no one was talking.The couple suspected their neighbors knew more than they were letting on.

During these last few weeks the conversations with their neighbors did reveal circumstances about the shipwreck over a year ago and that some survivors did make it onshore to seek cover from the storm. It was at this time that the survivors sought refuge in the old house at the end of the neighborhood. This fact was confirmed by the neighbors who recalled that time. After that, however, no one could recall anything. On this topic the neighborhood grew silent.

As the couple thought back on their eerie encounter inside the house, they began to wonder if they hadn’t experienced the presence of the survivors in ghostly form. They didn’t really believe in that sort of thing but at this point it seemed a viable explanation. Or one very elaborate hoax. But why? And, what’s with the neighborhood acting clueless?

One thing was sure: The couple wouldn’t get any clarification from their neighbors. They’d have to further investigate on their own. So, by mid morning the next day the couple set out to walk down the neighborhood “streets” – if you could call dirty, muddy avenues streets – to end up at the old house on the edge of the neighborhood overlooking the bay. They anticipated a different experience that time of the morning in contrast to their initial visit late at night.

Before they even got near the house, they thought it was extremely odd that the neighborhood was so quiet. There wasn’t a soul stirring, no dogs barking, nobody out for a morning jog. There was . . . no life at all present. It was as if everyone and everything had died.

As the couple approached the house, the hairs on the back of their necks rose up and a genuine sense of anxiety increased within them. When they got to the front door, they stopped cold. They heard voices, although somewhat muted, coming from inside. It sounded like a gathering of people were having some sort of meeting. They knocked, politely of course, but no one answered. Then the door creaked open ever so slightly so they cautiously opened it and stepped in. There was no one inside and no noise whatsoever. What happened to all those voices? Where had they gone?

As they stood there in the foyer, seeing nothing, they heard a voice very distinctly say, ” Welcome. Nice to see you again. We’re having a little get-together of the neighborhood and discussing future plans for the area. Won’t you come in and join us?”. The couple hadn’t moved but said, “uh, sure, we’d love to join you.”

As they both continued walking into what appeared to be nothingness, the man let out an agonizing groan and immediately dropped to his knees. His wife, looking on with startled amazement, gasped as she saw a huge silver sword driven into her husband’s abdomen. Not knowing what to do at that instant, she started to kneel down beside him when he let out an horrific scream as another silver, razor-sharp sword was being thrust into his back, killing him instantly. As he fell to his side, she tried to embrace him but looked up at where she thought someone stood above her and yelled out, “Why in God’s name have you done this? What did we ever do to you?”.

The invisible voice soon took shape, as did the rest of the characters in the room, and remarked “We want to welcome you two into our neighborhood. Our neighborhood of ghostly beings, our disembodied souls who still want to live and rejoice.”

As the woman muttered, “but I don’t understand; why did you have to kill my husband?” “Simple,” the ghost said; “you need to be dead before you can enter into our neighborhood.” Just then the woman muttered in disbelief, “but I’m not dead.” Upon hearing that, the rest of the gathering shouted back to her, “Yet, deary, but you soon will be.”

Looking upon them with mystified horror, the woman, still bending down beside her dead husband, started to say something when everything went black. No noise, no voices, no feeling. She was numb except for an unknown sense of disembodiment. Turns out she hadn’t felt when her head left her body as it rolled down the floor in the foyer. She subsequently collapsed right beside her dead husband, blood spilling profusely from her body.

The “main ghostly figure” proudly announced to the group, “Behold, the newest members of our neighborhood. We shall call them Joe and Karen, such a sweet couple.” The group responded with an energetic round of applause. One of the ghost members added, “they will make such a nice contribution to our neighborhood.”

And with that the applause continued, thundering down the hallway into the misty night air. The Manor by the bay had done its job. The neighborhood would grow quiet again. Until the next time . . .

The neighborhood by the bay and its ghostly appearance at night is quiet for now.
Adobe Stock

For other stories of mystery and the macabre, check out my collection at ideasnmore.net/gallery