Super Bowl LX
Instacart released Goals and Harmonizing, two hilarious teasers directed by Spike Jonze starring Ben Stiller and Benson Boone as singing brothers who are severely lacking brotherly love. The nostalgia-hued spots will run during the NFC Championship game January 25 on Fox (Goals) and the Super Bowl pre-game show February 8 on NBC (Harmonizing).
Hellmann’s teased “Meal Diamond,” the main character starring in its Big Game return. The 15-second spot from VML alludes to a performance of real-life music icon Neal Diamond’s crowd-pleasing hit “Sweet Caroline.”
Totino’s launched a pre-game teaser to get fans excited for the return of Chazmo, the beloved alien mascot whose saga allegedly concluded in last year’s Big Game spot. Taking a page from reality shows, the fun spot from Dentsu shows a woman making a heartbreaking discovery after believing the creature was real.
Smirnoff is marking its fifth consecutive year as an official vodka sponsor of the NFL by announcing its We Do Game Days platform, which will be executed during Super Bowl weekend. The brand is dropping limited-edition items from designer Aleali May including a grand prize one-of-one varsity jacket and trip to San Francisco, and sponsoring several fan and league-sanctioned events including The FQ Lounge with DraftKings, Sports Illustrated x Tight End University, GLAAD Night of Pride and the NFL Game Day Experience.
(Photo credit: Smirnoff, used with permission)
Bud Light released a teaser for its Big Game spot featuring Peyton Manning, Post Malone and Shane Gillis. The Anomaly-produced spot directed by Steve Miller of Radical Media & Circle Productions marks Manning’s fourth, Malone’s fifth and Gillis’ second Super Bowl spots for the NFL’s official beer sponsor. Malone will also be performing at “Bud Light Presents Post Malone & Buddies,” an exclusive concert hosted by the brand on February 6. The brand will also be offering fans a chance to save $60 off their purchase in celebration of the game’s 60th year.
Salesforce announced it has partnered with MrBeast for its Big Game spot, which will be created by the popular YouTube creator and entrepreneur based on an idea he pitched them.
Other brands announcing their debuts and returns to Super Bowl LX are Redfin (with returning brand Rocket Mortgage), Oikos, Michelob Ultra, Open AI and Cadillac.
Milano Cortina 2026 Winter Olympics
Honda debuted This is The Power of Dreams, its new campaign as official automotive partner of Team USA, featuring its 10 “Team Honda” athlete ambassadors and two of its Team Honda drivers. Hockey player Kendall Coyne Schofield, para alpine skier Audrey Crowley, sled hockey player Declan Farmer, figure skaters Ilia Malinin, Madison Chock and Evan Bates, para snowboarder Brenna Huckaby, bobsledder Brody Roybal, speedskater Jordan Stolz, IndyCar driver Kyle Kirkwood and Sports Car Race driver Dai Yoshihara are all featured in the spots, which will air during the games on NBC primetime. The campaign will also be streamed through a Roku takeover during marquee Team USA hockey matchups and a first-arrival ad on Peacock during the men’s hockey games, and it will run during select NBA and NHL programming and during the NFL AFC and NFC Championship games on January 25. Inspiring social content featuring the athletes and their individual stories will also be led by the brand.
Chipotle released new episodes of its Unwrapped content series featuring U.S. hockey players and “superfan athletes” Matthew Tkachuk, Brady Tkachuk, Hilary Knight, Taylor Heise and snowboarder Red Gerard, discussing how they reached the pinnacle of their sport. The videos launched January 15, concurrently with each of the athletes’ go-to orders, which fans can access through the digital menu on the brand’s app and site, where they can also watch the videos. The brand also announced the return of its signature gold foil across the U.S. beginning February 6, the first day of the Milano Cortina 2026 Winter Games.
In other news…
Fox Sports released Perfect Neighbor, the first of a planned four promo spots for the new season of the NTT IndyCar Series airing on the network, featuring two-time champion and two-time Indianapolis 500 winner Josef Newgarden as a mild-mannered neighborly everyman who masks his menacing racetrack persona behind a grill and apron. Created by Special US and directed by Guy Shelmerdine, the spot is part of the network’s The Fastest Racing on Earth campaign, which made its debut last year, and launched during the NFL Divisional game on January 17 for optimal placement.
The New York Liberty announced its season schedule with a fun, nostalgic video paying homage to the team’s beginnings as one of the original franchises in the WNBA, which celebrates its 30th season this year. The video, created in-house, features its original mascot, Maddie, named after the team’s first home, Madison Square Garden.
“As an original WNBA franchise, we’re entering the league’s 30th season with a year-long celebration in mind, and this felt like a natural moment to begin setting that tone,” Liberty chief brand officer, Shana Stephenson, shared with Campaign. “Leaning into ’90s nostalgia allowed us to connect our history with today’s growing fan base in a culturally relevant, playful way that builds anticipation for the season ahead and invites fans into what’s to come.”
To celebrate the NFL Playoffs, used car retailer Carvana staged a fun light show in its “Vending Machines” located in playoff cities, with locations including Chicago, Houston, San Francisco, Denver and Los Angeles glowing in the colors of their respective teams — the Bears, Texans, 49ers, Broncos and Rams.The stunt kicked off on Friday, January 16, and ran in the cities with winning teams through Wednesday, January 21.
(Photo credit: Carvana, used with permission)
Good Good Golf launched There’s More to Golf, its first brand campaign created by Dallas-based agency This Will Be Good, announcing a new look and a slate of upcoming programming. The media, premium product and community centered around golf recently announced its PGA Tour Good Good Championship, and is reintroducing the Big Break series in collaboration with the Golf Channel in August. Traditionally known through its YouTube channel, the company has been on the rise due to its popularity with a young audience and its strategy of partnering with legacy golf media and brands.
UNTUCKit announced its new partnership with New York Yankees pitcher, Gerrit Cole. Cole will appear across a range of the casual men’s shirt brand’s marketing channels, including website homepage takeovers, in-store signage, paid and organic social content, radio campaigns, email marketing and additional brand experiences, according to the release.
(Photo credit: UNTUCKit, used with permission)
Thorne released its all-new brand campaign, Now I Know, to address consumer skeptcism of wellness brands. The campaign was partly informed by a recent research report commissioned by the brand highlighting a confidence gap consumers have when it comes to brands in the space. Developed by Project 3 Agency and directed by Jack Begert, the cinematic spot features both athletes and mentally and physically health-conscious people implementing the brand into their everyday routines.
Audi Revolut F1 Team announced a multiyear strategic partnership with grooming brand Gillette. The partnership with the Procter & Gamble-owned shaving company will feature its Braun and Venus brands and include integrated branding, bespoke products and retailing, fan-focused activations that will extend beyond the racetrack and include Gillette branding featured on the team’s car and assets.
(Photo credit: Gillette, used with permission)
In what may seem like a no-brainer, online protection software company McAfee announced a partnership with sports commentator and former NFL player, Pat McAfee, seizing on the opportunity to educate sports fans on the ease of online scams stemming from the conversation around the different pronunciation of the identically spelled names and how small moments of confusion can lead to large consequences.