Technology
Watch Super Bowl LX ads: 10 must‑see commercials
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The cost of a Super Bowl commercial has officially entered jaw-dropping territory. For Super Bowl LX, some 30-second ad slots have reportedly sold for as much as $10 million.
That figure marks a new high for the Big Game. Even the average price this year sits closer to $8 million. As a result, Super Bowl airtime has become one of the most valuable buys in advertising, especially for brands chasing massive live audiences.
Back in 1967, when the first Super Bowl aired, commercial placements were modest and easy to overlook. Since then, the Super Bowl has grown into a cultural event where advertisers compete for attention and relevance. Today, commercials are no longer treated as interruptions. Instead, they are appointment viewing. With audiences expected to once again approach historic highs, brands are betting that the right creative moment can justify even an eight-figure price tag.
Based on what brands are putting on screen this year, that investment shows up in different ways. For example, Super Bowl LX ads span a wide range of styles. Some lean into self-aware humor and celebrity chaos. Others focus on quieter, more emotional storytelling and wellness messages.
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SUPER BOWL SCAMS SURGE IN FEBRUARY AND TARGET YOUR DATA
Ben Affleck and the art of Super Bowl self-parody
Dunkin’ is once again leaning all the way into self-aware absurdity, and Ben Affleck is clearly having a blast. In “Golden Cringe,” Affleck returns for his fourth straight Super Bowl run with Dunkin’ Donuts, this time pitching a VHS-era “gold mine” to two mystery figures named “Jen and Matt” — setting off a celebrity guessing game about whether familiar faces like Jennifer Lopez and Matt Damon might return.
The teaser plays like a chaotic brainstorm you were never supposed to see, and Affleck’s long-running joke that his Dunkin’ obsession predates fame, studios and good ideas. Affleck even riffs on how other stores once “kicked him out,” underscoring his obsession with the brand while teasing that this could be the “pinnacle of all our careers.”
When one keg becomes the main character
Bud Light keeps it simple and lets the moment spiral. In Keg, NFL legend Peyton Manning, comedian Shane Gillis and Grammy winner Post Malone stand together as Manning casually holds a glass of Bud Light. Post Malone scans the scene and asks the question everyone at a party eventually asks: “Is there enough for everyone?” Manning points off into the distance and replies, “Oh, right there,” just as a guy hauling a keg completely loses control. The keg breaks free and starts rolling down a canyon, sending all three tumbling after it as Whitney Houston’s I Will Always Love You swells dramatically in the background. After the chaos settles, Manning stands up, places his Bud Light down and looks around before delivering the understated line, “Heck of a wedding, huh?”
The ceremony somehow continues. Gillis turns to the bride and offers a polite, “Hey, it’s a great ceremony,” then pivots to the camera and deadpans, “I give it a week.” The ad lands by letting the contrast do the work. Sentimental music, runaway kegs and brutally honest humor collide, making Bud Light’s Super Bowl moment feel effortless, absurd and perfectly timed.
A sci-fi legend tackles fiber head-on
Kellogg’s leans into nostalgia and cheeky humor with Will Shat, starring William Shatner as Raisin Bran’s unlikely “bran ambassador.” The spot opens in space as an alert flashes that America is low on fiber. Shatner answers the call in classic deadpan style, declaring that “duty calls” before announcing he is here to bring fiber to the masses with Kellogg’s Raisin Bran. The ad then becomes a fast-moving tour of everyday life. Shatner pops up in a sports bar and a living room, calmly delivering bathroom-adjacent puns while everyone around him looks stunned.
He declares, “It’s fiber time,” then eyes a nearby dog and asks, “Is that dog a shih tzu?” The joke lands again when the pup’s collar reveals a “Will” dog tag. The chaos peaks at a football tailgate, where Shatner climbs onto a car, mutters that he is “too old for this,” and crashes down onto a table stacked with Raisin Bran boxes.
Football reimagined as a diner menu
Uber Eats plays it straight in “Diner Menu,” starring Parker Posey and Matthew McConaughey as two people calmly unraveling what they believe is an obvious truth. Sitting together, Posey starts laying out her case, rattling off food-coded phrases like “pancake blocks” and “hash marks,” treating football terminology like menu items. McConaughey nods and admits he could eat that “every morning and twice on Sunday.” Their conclusion feels inevitable. Football, according to them, is basically a diner menu.
McConaughey takes the theory a step further with a piece of football trivia. Barry Sanders played for Detroit for 10 years. What color was his jersey? Blue. Posey answers, “Blueberry,” McConaughey responds by letting out a shriek and casually popping a blueberry into his mouth. Parker then immediately admits, “That was a bit of a reach,” with Matthew adding, “Football is totally selling food.”
A Super Bowl teaser built on kindness and community
Rocket and Redfin take a softer approach to Super Bowl advertising with a black-and-white teaser featuring Lady Gaga. The spot reimagines “Won’t You Be My Neighbor?” – the iconic theme from Mister Rogers’ Neighborhood – setting the tone for a larger campaign focused on home, belonging and community. Instead of spectacle, the teaser leans on simplicity, emotion and a familiar melody that immediately signals warmth. Gaga’s understated performance anchors the message. Known for championing individuality and kindness, she brings a quiet sincerity to the song that feels personal rather than performative.
A deli singalong powered by mayo
Hellmann’s turns lunchtime into a full-blown musical in “Meal Diamond,” starring Andy Samberg as a parody crooner inspired by Neil Diamond. Set inside a crowded deli, the ad kicks off as Samberg launches into “Sweet Sandwich Time,” a mayo-fueled anthem that quickly pulls everyone behind the counter and in line into the performance. What starts as a routine lunch rush spirals into controlled chaos, with generous streams of Hellmann’s mayonnaise getting squeezed onto every sandwich by Samberg as he says, “This is how I make friends” and sings, “I’ll squirt you while I am walking by.”
Among the stunned customers is Elle Fanning, who plays the straight face to Samberg’s improv-heavy energy. She looks on and tells him, “You are incredible.” Samberg fires back without missing a beat, “Incredibly lonely.” If the goal is to get viewers humming and craving extra mayo on their sandwiches, Meal Diamond hits every note.
Grocery preferences go full Europop
Instacart’s “Bananas” spot leans into over-the-top ’80s Europop energy with Ben Stiller and Benson Boone as a retro disco-pop duo battling it out on a glittering stage. Directed by Spike Jonze, the 30-second commercial highlights Instacart’s new “Preference Picker” tool by turning grocery pickiness into performance art. Stiller and Boone harmonize about choosing bananas just the way you like them, using the app’s feature. As the duet escalates, Boone shows off with a dramatic mid-song backflip, prompting Stiller’s character to try and match him.
That attempt ends with Stiller crashing spectacularly into the drum kit on stage, underscoring the absurd rivalry and keeping the energy chaotic and fun. The spot closes with Ben falling off the stage and the tagline “Bananas just how you like,” a playful nod to the new Preference Picker, which helps Instacart customers choose banana ripeness and other grocery details with precision.
BUDWEISER UNVEILS PATRIOTIC NEW SUPER BOWL AD HONORING ‘DEEP-ROOTED AMERICAN HERITAGE’
A ski lesson with Super Bowl stakes
Michelob ULTRA makes its Super Bowl debut with “The ULTRA Instructor,” starring Kurt Russell and Lewis Pullman in a spot that blends winter sports intensity with laid-back beer humor. The 60-second commercial casts Russell as a legendary ski instructor training Pullman’s character to unlock a competitive edge, where bragging rights and rounds of ULTRA are on the line. The training montage leans into Russell’s coaching persona, complete with a playful callback to his role as Herb Brooks in Miracle. As Pullman sharpens his skis and pushes through drills, Russell delivers the familiar command, “Again,” turning a friendly ski session into a mock high-stakes competition.
The contrast between elite-level motivation and low-pressure rewards keeps the tone light while tapping into sports nostalgia. Directed by Joseph Kosinski, the spot also features Olympic snowboarder Chloe Kim and NHL champion T.J. Oshie, reinforcing Michelob ULTRA’s connection to Team USA and the Winter Olympics. By merging Super Bowl spectacle with Olympic energy, Michelob ULTRA positions itself as the beer for competition, camaraderie and winning moments on and off the slopes.
A health message takes the Super Bowl stage
Ro makes its Super Bowl debut with “Healthier on Ro,” starring Serena Williams in a rare healthcare-focused Big Game spot. This time, the direct-to-patient company uses the moment to talk about GLP-1 medications in a broader way. Instead of framing them as a quick fix for weight loss, the ad positions them as a tool for overall health.
In the commercial, Williams speaks candidly about her own experience using GLP-1s through Ro. Over the past year, she says she has lost 34 pounds. As a result, she has eased stress on her knees and stabilized her blood sugar. She also points to improvements in her cholesterol levels and overall heart health.
More importantly, Williams focuses on how the program fits into her life. “I feel better now than I have in years,” she says. The message stays centered on feeling stronger and more like herself, rather than chasing a number on the scale. For Ro, the ad marks a major step. It brings healthcare and GLP-1 conversations into a space usually dominated by snacks, beer and cars. Airing during Super Bowl LX, the spot reflects how wellness brands are increasingly using the Big Game to normalize treatment, reduce stigma and reach a mainstream audience through personal stories.
Pepsi flips the cola wars in a polar-powered spot
Pepsi takes a playful jab at soda rivalries with “The Choice,” a 30-second commercial directed by Taika Waititi that brings the classic Pepsi Challenge to life. At the center of the ad is a cola-loving polar bear, a nod to the iconic mascot long associated with Coca-Cola, who sits down for a blind taste test between Pepsi Zero Sugar and Coke Zero Sugar. When taste alone determines the winner, he surprisingly picks Pepsi, exposing a phenomenon Pepsi refers to as the “Pepsi Paradox,” where people prefer Pepsi once brand labels and bias disappear.
Set to Queen’s “I Want to Break Free,” the bear’s initial shock turns into a whimsical journey of self-discovery, complete with a humorous therapist cameo by Waititi himself and a concert-style celebration that evokes a memorable kiss-cam moment, with the tagline, “You deserve taste.” The ad leans into Pepsi’s decades-long cola rivalry by turning an age-old debate into a lighthearted story about taste and identity, challenging viewers to rethink which cola they’d choose when all labels are removed.
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Kurt’s key takeaways
Super Bowl commercials have always reflected the moment we are living in. In 2026, that moment feels louder, stranger, more emotional and far more expensive. For example, some beer ads lean into chaos and humor. Meanwhile, food brands embrace full-on absurdity. At the same time, healthcare companies are stepping onto football’s biggest stage. Still, the common thread among them is ambition. At $10 million per slot, brands are not just buying airtime. Instead, they are buying a chance to be remembered. Some commercials will land iconic moments. Others will fade by halftime. In the end, one thing is clear. The Super Bowl is no longer just a game with ads. It is an advertising event that happens to include football.
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With Super Bowl ads now costing $10 million for 30 seconds, which commercials actually feel worth the price? Let us know by writing to us at Cyberguy.com.
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Copyright 2026 CyberGuy.com. All rights reserved.
Five months after returning to OpenAI, Barret Zoph — the company’s head of enterprise AI sales — has departed, The Verge has learned.
Zoph returned to OpenAI in mid-January after a stint as co-founder and CTO of Thinking Machines Lab, the competing AI company founded by former OpenAI CTO Mira Murati. Shortly after Zoph returned to OpenAI, the company said he would lead its push into enterprise — a significant role at OpenAI, since in recent months it had vowed to stop chasing so-called “side quests” and focus on key revenue drivers like enterprise and coding ahead of its planned IPO.
OpenAI confirmed to The Verge that Zoph will be departing. He posted a goodbye message in the company’s Slack channels. Zoph did not immediately respond to a request for comment.
Zoph originally left OpenAI in the fall of 2024 for Murati’s Thinking Machines Lab, but departed the role abruptly in January 2026 after reports of alleged misconduct involving an undisclosed relationship with a colleague. Murati posted on X in January that Thinking Machines Lab had “parted ways” with Zoph and that he would be replaced as CTO.
Thinking Machines Lab has its own tensions with OpenAI. Murati briefly took over as CEO from OpenAI CEO Sam Altman during his November 2023 ouster, and during the recent OpenAI trial, Murati testified that she couldn’t trust everything Altman said. In September 2024, when Murati left OpenAI to start Thinking Machines Lab, a group of OpenAI employees followed shortly after. But three of them — including Zoph — all returned to OpenAI together this past January. Fidji Simo, OpenAI’s CEO of Applications, wrote on X at the time that she was “excited to welcome Barret Zoph, Luke Metz, and Sam Schoenholz back” and that the decision had “been in the works for several weeks.”
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For years, two women in Bremerton, Washington, opened credit cards and lines of credit in other people’s names, working from documents they pulled out of stolen mail. Emily Vranic and Heather Marquis redirected the new accounts’ statements to an address they controlled, so no bill ever reached the victims. They pleaded guilty in federal court this month to bank fraud and aggravated identity theft in a scheme prosecutors say stole nearly $229,000 from banks and bank customers.
If you have ever worried about a credit card opened in your name, this case shows how quickly stolen mail can turn into a much bigger identity theft problem. Opening a new account is the leading form of identity misuse reported to the Identity Theft Resource Center. In its latest data, 62.1% of attempted misuse cases began with a new account application rather than the takeover of an account the victim already held.
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WARNING SIGNS YOUR MAIL HAS BEEN FRAUDULENTLY REDIRECTED
A credit card opened in your name can start with stolen mail, exposed personal details or documents pulled from the trash. (Nastasic/Getty Images)
How stolen mail helped thieves open credit cards
When people picture an account opened in their name, they may imagine a checking account at a bank they have never set foot in. The more likely target is a credit card. Credit cards made up 41% of attempted account misuse reported to the ITRC last year. Checking accounts came to 17.7% and personal loans to 8.5%.
A credit card is one of the easier accounts to open in someone else’s name, and the reason is in how the application is cleared. A lender matches the submitted name, date of birth, address and Social Security number (SSN) against the bureau file. When those details fit a record that already exists, an automated system can approve the application with no one confirming that the applicant is the person being described. Assemble enough of someone’s information from breaches and stolen mail, and the check clears.
Why identity thieves rarely stop at one account
Vranic and Marquis did not stop at one account per victim. Once they controlled someone’s identity, they activated existing cards, opened new credit lines and moved money out of bank accounts tied to the same name.
This is common. The ITRC found that 25.6% of victims are now handling two or more identity incidents at once, up from 23.5% the year before. The same stolen details, including name, date of birth, address and SSN, can open the next account as easily as the first.
DON’T LET THIS CREDIT CARD FRAUD NIGHTMARE HAPPEN TO YOU
A fraudulent credit card may stay hidden for weeks if statements and notices are sent to an address controlled by the thief. (Kurt “CyberGuy” Knutsson)
Why weeks can pass before you learn about the account
A new account does not announce itself. It reaches your credit report only after the first statement closes, which puts the first record 30 to 60 days behind the opening. Banks report to the bureaus monthly, and the bureaus need up to two weeks more to post the change.
The first paper notice goes wherever the application is listed. Vranic and Marquis had the statements mailed to their own address, not the victims’. When the mail reaches the right house, it may read like a routine offer or a card no one ordered, which makes it easy to set aside.
By the time a denied loan or a collections call makes the account impossible to ignore, it has been open and drawing money for weeks.
WHY THAT $4 CHARGE ON YOUR STATEMENT COULD BE FRAUD
Freezing your credit, watching for new accounts and acting quickly can help limit the damage if your identity is used. (Kurt “CyberGuy” Knutsson)
What to do if a credit card appears in your name
Move quickly, because every day an account stays open gives a thief more time to spend money, damage your credit or try the same information somewhere else.
1) Contact the card issuer immediately
Call the credit card company or lender that opened the account and tell them the account is fraudulent. Ask them to close or freeze the account, stop any pending charges and send written confirmation that you are not responsible for the debt.
2) Start at IdentityTheft.gov
Go to IdentityTheft.gov. The Federal Trade Commission’s site generates an Identity Theft Report and recovery plan to help you report identity theft, limit the damage and fix your credit.
3) File a police report if a creditor asks for one
Your FTC Identity Theft Report is usually the key document for disputing fraudulent accounts. Some lenders, banks or debt collectors may also ask for a police report. If that happens, file one with your local police department and keep a copy for your records.
4) Save every document and confirmation number
Keep copies of account statements, collection letters, emails, dispute letters, FTC reports, police reports and confirmation numbers. A clear paper trail can make it easier to prove the account was fraudulent if a creditor, credit bureau or debt collector questions your claim.
5) Dispute the account in writing
Dispute the fraudulent account directly with the lender that opened it, in writing. Also dispute it with Equifax, Experian and TransUnion if it appears on your credit reports. Under the Fair Credit Reporting Act, companies that furnish information to credit bureaus have a duty to investigate disputed information.
6) Freeze your credit at all three bureaus
Place a freeze at Equifax, Experian and TransUnion to help block the next application. Freezes have been free since 2018 and can be lifted online when you need to apply for credit.
7) Add a fraud alert
A credit freeze blocks access to your credit file. A fraud alert tells lenders to take extra steps to verify your identity before opening new credit in your name. You only need to contact one of the three major credit bureaus to place a fraud alert, and that bureau must notify the other two.
8) Report suspected mail theft
If you believe stolen mail helped someone open the account, report it to the U.S. Postal Inspection Service, the law enforcement arm of the Postal Service. You can report mail theft, identity theft, fraudulent change-of-address requests, fraudulent mail holds and fake Informed Delivery accounts at mailtheft.uspis.gov.
9) Request an IRS Identity Protection PIN
If your Social Security number was used, request an IRS Identity Protection PIN at irs.gov/ippin. This helps keep a thief from filing a tax return in your name.
10) Change passwords and lock down your accounts
Change the passwords on your bank, credit card and email accounts, especially if your email address was part of the fraud. Use a password manager to create and store strong, unique passwords for each account, so one exposed password cannot unlock the rest of your financial life. Turn on two-factor authentication (2FA) where available. Then review recent transactions, saved payment methods and automatic payments for anything you do not recognize.
11) Get help cleaning up the damage
Cleaning up identity theft can mean dealing with creditors, credit bureaus, debt collectors and repeat follow-ups. Keep copies of every report, dispute letter, confirmation number and account closure notice so you have a clear paper trail if the fraud resurfaces.
No service can prevent every account opened in your name. Continuous three-bureau credit monitoring may alert you to new accounts as they are reported, rather than weeks later when a lender turns you down or a collections notice arrives. See my tips and best picks on Best Identity Theft Protection at Cyberguy.com
Kurt’s key takeaways
A stolen credit card account can quietly grow into a much bigger identity theft mess before you ever see a bill. That is what makes this Washington case so alarming. The victims were not ignoring warning signs. The statements were being sent somewhere else. The best move is to make it harder for thieves to open the next account. Freeze your credit at Equifax, Experian and TransUnion, watch for hard inquiries and check your credit reports for accounts you do not recognize. If something appears, go straight to IdentityTheft.gov, file a report and dispute the account in writing with the lender. Credit monitoring can also give you a faster heads-up when a new account or inquiry hits your file. It will not stop every scam, but it can shorten the time between the fraud starting and you finding out.
Have you ever found a credit card, loan or account on your credit report that you did not open? Let us know how you discovered it and what it took to fix it by writing to us at Cyberguy.com
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Valve has some good news and bad news about Steam Controllers. The good news: if you make a reservation for a Steam Controller, the company will now show you one of three estimates of when you’ll be able to actually order your gamepad: by September 2026, by December 2026, or sometime in 2027. The bad news: any reservations made today “indicate a 2027 date for shipping,” Valve says.
“We have no plans to stop making Steam Controller,” according to Valve. “But as we look at the current demand compared to how many we know we can make by the end of the year, we want to manage expectations as much as we can with regards to when folks can expect to receive their order.”
Valve’s very good new Steam Controller went on sale in early May, and the initial rush led some people to run into frustrating problems with trying to check out ahead of the controllers eventually going out of stock. A few days later, the company announced that it would be implementing a reservations queue for interested buyers so they could get on a waitlist. If you’re on the waitlist, when you get notified that a Steam Controller is ready for you to buy, you have 72 hours to actually make the order.
“When we launched Steam Controller last month, we quickly saw that initial demand exceeded our expectations,” Valve says. “Switching to a reservation queue has (hopefully) cut down on the headaches on the customer side, and for us it’s also been helpful as we plan ahead and try to get as many out as quickly as we are able.”
All three of Valve’s big hardware products were delayed from a planned early 2026 launch because of the component crisis, Valve still hasn’t announced when the Steam Machine PC or Steam Frame VR headset might go on sale. However, just yesterday, Valve officially launched its big SteamOS 3.8 update with support for the Steam Machine. It’s also been importing a lot of hardware into the US as of late.
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