Beyond Game Day: How Creators Are Expanding Super Bowl Ads

The Super Bowl is no longer only about winning on game day for advertisers. Influencer partnerships and social content strategies have built a two week brand platform around the big game. It’s an opportunity to capture cultural momentum and build anticipation using multiple marketing touchpoints, while achieving a high impact payoff through your game day activation.

In 2026, brands are using this platform in different ways. Budweiser dropped its spot early on social for maximum impact and exposure; Pringles has teased their A-list Sabrina Carpenter activation to drive huge anticipation across her highly engaged fanbase; Salesforce has shifted from celebrity to creator with a long-teased Mr Beast partnership; and multiple pharma and GLP-1 brands have significant athlete and creator powered activations planned.

This analysis tracks the brands best positioned to translate pregame buzz into game‑day impact, and highlights those whose creative strategies may yet gain traction as kickoff approaches.

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Pringles has generated huge momentum in the build-up to their Sabrina Carpenter Big Game ad, with teaser posts across brand and @teamsabrina accounts, with engagement levels befitting one of the most talked about stars of 2025. Much of the current excitement is coming from Gen Z women, and this highly engaged community could make Pringles the most discussed ad this year.

Examples:

@teamsabrina TikTok

Status: Huge anticipation with content still to come

Salesforce has pivoted from A-list celebrities to A-list creators with their MrBeast activation. The partnership was ‘born’ out of an X conversation between Jimmy Donaldson and CEO Marc Benioff, with MrBeast building towards a likely gameday millions giveaway through behind the scenes, making-of vlog content. A giveaway format powered by MrBeast channels is likely to drive significant engagement up to, and after, gameday.

Examples:

MrBeast TikTok

MrBeast Giveaway Teaser

Status: A partner and concept with potential for big impact and high engagement on game day

Skittles is taking a high risk, high reward approach to their game day ad as Elijah Wood has announced he will perform a live commercial on a fan's front lawn during the game. The campaign, in partnership with Gopuff, ties this experiential activation with a consumer competition, built through creator breadcrumb content from influencers like Louis Levanti and Isaac Rochell. Anticipation and engagement has been slow to build so far, but Skittles’ DeliverTheRainbow has the potential to be one of the most talked about ads of 2026.

Examples:

Louis Levanti TikTok

Isaac Rochell TikTok

Status: Creative, integrated strategy which could catch momentum and virality

As one of several GLP-1 providers activating during 2026 (along with Ro, Hims & Hers, and Eli Lilly), Novo Nordisk has taken a creator-first approach with teasers already posted by Kenan Thompson, DJ Khaled, Danny Trejo, and Ana Gasteyer. We expect Novo Nordisk to support their Big Game reveal with more social content post-game, especially as they compete with high impact creators like Serena Williams for Ro.

Examples:

Kenan Thompson Reel

DJ Khaled Reel

Status: Breadcrumb content tactic creating mystique ahead of bigger reveals to come

Novartis is taking an unconventional approach with “Relax, It’s a Blood Test,” a prostate cancer awareness spot featuring NFL legends like Rob Gronkowski, George Kittle, and Tony Gonzalez. The ad pairs humor with a serious health message, aiming to destigmatize prostate screening and drive conversation around early detection. Novartis is looking to replicate the success of last year's breast cancer message with a softer, playful approach, anchored by their Rob Gronkowski partnership. The campaign has led with social content from athletes, while Gronk has also made TV appearances in support, including on TODAY.

Examples:

Rob Gronkowski Reel

Bruce Arians Reel

Status: Playful content style paired with high impact athletes and a valuable message could make it a game day success

Michelob ULTRA is taking a cinematic, story-first approach to its Super Bowl 2026 ad, unveiling “The ULTRA Instructor,” a Winter Olympics inspired spot starring Kurt Russell and Lewis Pullman, with appearances from Chloe Kim and T.J. Oshie. Directed by Joseph Kosinski, the campaign leans into premium sports storytelling rather than overt humor or spectacle. The star power and a timely Olympic tie-in give Michelob ULTRA a strong foundation to break through once the ad airs on game day and to rerun during the Winter Olympics.

Examples:

Chloe Kim Reel

Chris Matthews Reel

Status: Expect momentum to continue rising as we get closer to the Winter Olympics kick-off

Budweiser has skipped the teaser posts and unveiled their full Super Bowl commercial more than a week before game day. This early reveal, and its patriotic tie-in to America’s 250th Anniversary celebrations, has driven huge reach and positive sentiment, but will this early launch strategy result in a muted response when the ad is broadcast on February 8th? Supporting the campaign with additional social and influencer content could maintain momentum.

Examples:

Budweiser Super Bowl Ad

Status: The star of Super Bowl season so far, but is there more left to come?