Connection Wins Every Time: The Real Lesson from Super Bowl 60
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Brianna Holmes (she/her)
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Strategy Director
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February 13, 2026
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Great Super Bowl ads have long been a mirror to America’s soul. They bring emotions to the surface that range from humor, to heartbreak, to frustration and to love. Real human feelings that we all experience and can relate to in that shared moment.
The ads that reached through screens and connected with people the most this year invited us back to be best of everyday life instead of pulling us away from it.
For instance – USA Today’s AdMeter #1 spot, Budweiser’s ‘American Icons’ showcased both American pride and an unlikely friendship between an eagle and Clydesdale at a time where political divisions saturate news and social feeds.
Lay’s ‘Last Harvest’ stuck with viewers by showing the love between a father and daughter, and their mutual pride in their family potato farm. An emotional story that earned the #2 spot from USA Today’s AdMeter.
Pringles brought a laugh to the relatable woes of dating (who’s never thought of just building their own boyfriend?). Fans agreed, earning it the Best Social Conversation ad of the game from IPSOS.
And as we’ve seen in our recent BBDO Everyday America Pulse data, personal relationships overwhelmingly have the biggest impacts on Everyday Americans’ moods right now and comfort is the most important need in their lives.
The brands that won the Super Bowl, and will continue to win long past it, are the ones that aren’t escapist. They’re the anchors in people’s lives when seas around us make us feel unsteady.
Bringing a sense of comfort and visibility at a time where the world feels unsettled is far more memorable than relying on stunts or celebrities to build a brand connection with people.
Because when Americans are anxious, overwhelmed, burnt out, or simply needing a reminder of what really matters in life, that’s where a brand should play a role.
