There are hardly any moments aside from the Super Bowl when the incentives of advertisers and viewers are so closely aligned. This Sunday night, when the Seattle Seahawks face the New England Patriots at Levi’s Stadium for a rematch of the 2015 Super Bowl which the Patriots won, the advertisers will also be looking to claim their expensive share of the historic spectacle set for the heart of Silicon Valley.

Say what you will about how the recent trend of airing Super Bowl commercials weeks before the game has reduced the surprise element — and you may be right — but over 100 million people will actively watch the ads on Sunday, with many more set to rewatch them, critique them, rank them and debate them long after the event. 

The Super Bowl has also evolved with the adoption of cutting-edge technology, some of which will be deployed for the first time this year. Notably, the NFL has partnered with Sony to design custom headsets for coaches at Levi’s Stadium. These headsets are built for audio clarity and noise cancellation so coaches can communicate clearly despite the deafening crowd. They are also designed to be durable enough to withstand varying weather conditions and the physical demands they might be subjected to.

In the NFL, split seconds define outcomes. The @NFL Coach’s Headset, built with Sony’s 1000X audio technology, ensures Coach Matt LaFleur and QB Jordan Love stay perfectly in sync—no noise, no delay. Precision under pressure. #SonyXNFL pic.twitter.com/JXwmxY7Q8T

— Sony Electronics (@SonyElectronics) October 29, 2025

Additionally, the most advanced Wi-Fi standard, Wi-Fi 7, will be fully rolled out for attendees, making Levi’s Stadium the first outdoor stadium globally to implement it at this scale. Reliable connectivity has long been a challenge in packed stadiums, more so at one where some of the major personalities across various industries will be present. The improved wireless infrastructure is expected to enhance the experience for fans inside the stadium who are inclined to share moments online, whether updates from the game, clips from Bad Bunny’s halftime performance or reactions to the commercials. Speaking of commercials, here are seven ads already generating buzz ahead of Sunday’s broadcast.

SVEDKA

SVEDKA arguably delivered the most technologically symbolic commercial we’ve seen so far at Super Bowl 2026. Touted as the first ad created with AI, SVEDKA’s spot features robotic mascots, FemBot and BroBot, in a glossy nightclub setting, pouring drinks and celebrating with choreography from a fan contest.

Bud Light

Bud Light stuck to what historically works for mass-market beer brands at the Super Bowl: humour and celebrity presence. The commercial leans on light comedic storytelling, designed with Post Malone, Shane Gillis and Peyton Manning set against the backdrop of a chaotic wedding scene chasing a runaway Bud Light keg, all set to Whitney Houston’s “I Will Always Love You.” 

Amazon Alexa

Amazon’s Alexa commercial continues the company’s push to influence the adoption of AI assistants as an everyday utility. The ad sees celebrity couple Chris Hemsworth and Elsa Pataky, with Hemsworth initially wary of the tech, imagining Alexa+ plotting his end, only for it to prove pleasantly resourceful with everyday domestic tasks.

Toyota

Toyota opted for emotional storytelling with a generational narrative tied to the RAV4. The commercial follows a grandfather and grandson across decades, with the older man strapping his grandson into an early-model RAV4 with the line “put on your superhero belt,” years before the grandson returns the gesture using the 2026 model.

Oakley Meta

Oakley Meta’s ad reflects the accelerating convergence of wearables, sports performance and artificial intelligence. Featuring athletes and content creators like iShowSpeed, alongside other personalities using Oakley Meta’s “Athletic Intelligence Is Here” AI-powered smart glasses, the commercial positions smart eyewear as essential equipment in sports, content creation and real-time digital interaction.

Ro

Telehealth company Ro used its Super Bowl debut to push health accessibility into mainstream cultural conversation. Featuring Serena Williams, the ad emphasises access to modern treatments and digital healthcare services. The messaging is notable because healthcare advertising at the Super Bowl was historically rare. Its presence now reflects both the commercialisation of telehealth and the growing normalisation of preventive and lifestyle medicine.

Wix

Wix returned to the Super Bowl with a clear AI narrative centred on its new web-building platform. The commercial distinctly positions artificial intelligence as a creative partner rather than a replacement for human input, a much-needed initiative as consumers remain understandably cautious about AI-powered creation across multiple sectors.