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Creative Bloq

Technology

Tom May

What the hell is going on with the 2026 Super Bowl ads?

Super Bowl Neil Diamond

Three oversized, yellow papier-mâché heads with wide, staring eyes and broad, toothy grins are displayed on white pedestals against a neutral background.

I've on this Earth long enough to remember when a Super Bowl commercial was just a commercial. You made something punchy, memorable and 100 million people saw it. Job done. But somewhere along the line, I wonder: have we collectively lost our minds?

The first batch of Super Bowl LX teaser ads has me genuinely questioning my grip on reality. Brands are paying up to $8 million for 30 seconds of airtime. Eight. Million. Dollars. And what are they teasing us with?

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