Google is back on top. The Kellogg School of Management named Google Gemini’s “New Home” ad the strongest Super Bowl commercial of 2026, placing it first in the school’s annual advertising review. The result marks the fourth time Google has earned the No. 1 position in the long-running evaluation.
The ad stood out for its emotional pull and its clear product story. It showed artificial intelligence helping people through personal change, framed in a way that felt familiar, calm, and human.
A Familiar Formula, Updated for an AI Era
The winning spot echoed the tone of Google’s well-known “Parisian Love” campaign from 2009. It relied on small moments. It trusted the viewer. It let the product speak through use, not hype.
That approach resonated with the Kellogg panel. The ad showed what Google Gemini does and why it matters, without turning the message into a technical lecture.
Tim Calkins, clinical professor of marketing and co-lead of the Kellogg School Super Bowl Advertising Review, said the ad reflected Google’s long-standing strengths. Derek Rucker, Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing and co-lead of the review, described it as an evolution rather than a break from the brand’s past.
Strong Performances and Painful Misses
Google was not alone at the top. Anthropic’s Claude earned high marks for its debut Super Bowl appearance. Novartis also impressed the panel with its “Relax Your Tight End” spot, which blended humor with a clear message.
Other brands did not fare as well. Coinbase received a low grade after airing a karaoke-style ad built around a Backstreet Boys song. Panelists said the commercial struggled to explain what the brand offers or why viewers should care.
ai.com also landed near the bottom of the rankings. Reviewers said the ad left too many unanswered questions. Viewers finished the spot still unsure about the product itself.
New Advertisers Step Onto the Biggest Stage
This year’s game featured a wide mix of first-time advertisers. Tecovas, Fanatics Sportsbook, Liquid I.V., Ring, Ro, and Novo Nordisk all made their Super Bowl debut. Anthropic joined them, promoting its ad-free AI platform.
The variety highlighted the Super Bowl’s continued role as a proving ground. New brands see the game as a launch moment. Established brands see it as a credibility test.
AI Everywhere, On Screen and Behind the Camera
Artificial intelligence dominated both the message and the method this year. Microsoft, Amazon, Genspark, and others used their ads to show how AI fits into daily routines, from productivity to personal organization.
Meta returned with two spots focused on AI-powered eyewear, leaning into performance and physical activity. Svedka went a step further, sharing that its dancing-robot ad relied heavily on AI during production.
The takeaway was clear. AI is no longer a novelty topic. It is now treated as a practical tool, even if not every brand explained it well.
Celebrities, Nostalgia, and Playing It Safe
Celebrity appearances filled the broadcast. Uber Eats, State Farm, and Bud Light stacked familiar faces to cut through the noise. The strategy worked for attention. The results varied for recall.
Nostalgia also returned in force. Several brands pulled from 1990s pop culture, aiming squarely at millennial viewers. Dunkin’ spoofed a sitcom-era format with Ben Affleck, Jennifer Aniston, and Ted Danson. Xfinity leaned on Jurassic Park. Two brands even shared the Backstreet Boys.
Calkins noted that throwbacks and stars remain reliable tools. They still require a clear brand tie-in to matter.
Health Advertising Takes a Bigger Share
Health-focused messaging gained ground this year. Ads covered hydration, fiber intake, caffeine use, food quality, and access to care. Weight-loss medications stood out, with Novo Nordisk, Ro, and Eli Lilly all promoting GLP-1 treatments.
Other brands used humor to discuss wellness. Liquid I.V. focused on hydration awareness. Raisin Bran talked fiber. Liquid Death introduced a lower-caffeine option. Hims & Hers addressed diagnostic access and care gaps.
Rucker said Novartis struck the right balance between education and entertainment, a difficult task on such a large stage.
How Kellogg Grades Super Bowl Advertising
The Kellogg School Super Bowl Advertising Review relies on ADPLAN, an academic framework used to score each ad. ADPLAN stands for Attention, Distinction, Positioning, Linkage, Amplification, and Net Equity.
The review marked its 22nd year in 2026. What began as a classroom exercise has become a widely followed marketing event.
This year’s results reinforced a familiar lesson. Emotion works. Clarity matters. Big ideas still need plain explanations. Brands that remember that tend to walk away with higher scores—and fewer puzzled viewers.