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Budweiser is among the major alcohol brands charging forward with a new major advertising campaign that will air during Super Bowl LX on February 8, 2026. Courtesy of Budweiser There are plenty of certainties for what will unfold during Super Bowl LX. The New England Patriots will face off against the Seattle Seahawks. The game will be held in San Francisco, kicking off at 6:30 p.m. ET. Superstar rapper and singer Bad Bunny will headline a halftime show. And of course, boozy advertisements featuring Clydesdales, Olympians, celebrities and fembots. The Super Bowl is a major moment for brands that are willing to cough up a reported $8 million for a 30-second slot, representing one of the few moments in American life that still commands a sizable audience in a splintered media market. Last year, the Super Bowl was watched by a record 127.7 million viewers. Each year, the big game draws big brands ranging from Hellmann’s mayonnaise, Grubhub food delivery and Instagram and Facebook parent Meta, the latter promoting Oakley Meta Performance artificial intelligence glasses. In alcohol, Anheuser-Busch has traditionally been the Super Bowl’s heavy hitter and this year the brewing giant will run major ad spots for the Budweiser, Bud Light and Michelob brands. But there are also advertising campaigns and non-linear TV activations planned from Svedka, Smirnoff and Don Julio. Many campaigns have already debuted their content online, giving them extra opportunities for storytelling beyond linear TV on social channels like TikTok and Instagram. Nostalgia and American patriotism have been familiar themes. Celebrities, as always, are frequently brought in to help amplify a brand’s message. “The Super Bowl is this beautiful laboratory experiment to see, at scale, what is working and what isn’t, and what kind of shape the trajectory of the rest of the year’s ads [will…

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Filed under: News - @ January 30, 2026 3:23 pm