As millions of Americans tuned in for the 2026 Super Bowl, the spectacle on the field was rivaled—if not outshone—by the parade of celebrity-driven commercials that punctuated the broadcast. This year, the spotlight beamed especially bright on Latino talent, with household names like Sofía Vergara, Octavia Spencer, Elsa Pataky, and Zoë Saldaña anchoring some of the most talked-about ads of the night. The annual championship game, long celebrated as the most watched television event in the United States, once again offered a stage where brands vied for cultural relevance and consumer attention, often at eye-watering costs. According to Latin Times, the average price for a 30-second Super Bowl commercial has now climbed to roughly $8 million, with coveted placements near halftime or pivotal moments reportedly approaching $10 million.
Among the stars leading the charge was Sofía Vergara, who not only appeared in a high-profile campaign for Skechers but also lent her influence to a public health initiative alongside Octavia Spencer. The two actresses teamed up in a commercial to raise awareness about uACR screening, a simple urine test that can help uncover risks for chronic kidney disease and cardiovascular events such as heart attacks or strokes. As reported by USA TODAY, Spencer brought a deeply personal perspective to the campaign, sharing, “I’ve lived with type 2 diabetes for about two decades and I also have high blood pressure, so I know firsthand how overwhelming it can be to manage these conditions every day.” She added, “People may not understand what their kidneys do, let alone that they might be sending an SOS for increased heart risk. When I learned that a simple urine test called a uACR can help detect kidney damage, I got screened right away and I urge others at risk to do the same.”
Vergara’s Super Bowl Sunday was especially busy. In addition to her advocacy for kidney screening, she fronted Skechers’ latest campaign, promoting the brand’s innovative Hands Free Slip-In shoes. The commercial, which aired just before kickoff on February 8 at 6:30 PM ET, marked Skechers’ 13th Super Bowl appearance—a testament to the company’s commitment to high-profile, celebrity-powered advertising. According to TwaSL News, Vergara’s role as the brand’s “quarterback” was infused with her signature humor and a nod to her Colombian roots. Raised on fútbol, she brought a fresh, cross-cultural perspective to the quintessentially American event, prompting viewers to reconsider their footwear choices for the chaos of game day: racing for snacks, leaping onto the couch, or simply seeking comfort amid the excitement.
“This character-driven narrative not only showcases the product but positions Skechers as an advocate for comfort amid the chaos typical of game day,” TwaSL News observed. The campaign’s strategy was clear: use humor and relatability to bridge the cultural gap between American football and Latin American soccer fandom, connecting with audiences who might otherwise feel like outsiders to the Super Bowl tradition. By prioritizing comfort and relaxation over the usual themes of rivalry and competition, the ad carved out a unique space—one that resonated with viewers seeking respite from the game’s intensity.
Industry analysts predict that this approach could have ripple effects beyond the Super Bowl. With Vergara’s star power and cross-cultural appeal, Skechers is expected to see a boost in sales, particularly among younger demographics who are as enamored with celebrity culture as they are with sports. The campaign also sets the stage for more brands to pursue partnerships with high-profile personalities, especially those who can bring humor and relatability to their messaging. “Expect more brands to seek partnerships with high-profile personalities like Vergara, aiming for humorous and relatable messaging in their campaigns,” TwaSL News predicted.
But Vergara and Spencer weren’t the only Latino stars making waves during the broadcast. Mexican actress Itatí Cantoral delivered a scene-stealing performance in a commercial for e.l.f. Cosmetics, reviving her iconic telenovela villain Soraya Montenegro alongside Melissa McCarthy. The spot quickly went viral, tapping into nostalgia and the viral humor that’s so familiar to Latino audiences. As Latin Times reported, Cantoral’s appearance was “one of the most talked-about ads online,” demonstrating the power of cultural touchstones in modern advertising.
Elsewhere, Elsa Pataky and Zoë Saldaña also featured in high-profile commercials, further cementing the growing presence of Latino talent in mainstream advertising. Their participation, alongside musical artists like Sabrina Carpenter and Benson Boone, signaled a shift in how brands approach the Super Bowl’s massive, diverse audience—now estimated to surpass 120 million viewers in the United States alone, according to Latin Times. The event’s reach extends far beyond U.S. borders, with markets in Canada, the UK, and Australia tuning in for both the game and the commercials that have become a cultural phenomenon in their own right.
Celebrity appearances weren’t limited to Latino stars. Jeff Goldblum continued his long-running association with Super Bowl advertising, appearing in spots for Apartments.com and Xfinity. Emma Stone returned to the commercial lineup as well, collaborating once again with director Yorgos Lanthimos—though this time outside the world of films like Poor Things and Bugonia—in a stylized ad for Squarespace. These familiar faces, combined with the fresh energy brought by Latino talent, underscored the Super Bowl’s status as a showcase for both Hollywood star power and the evolving face of American popular culture.
With the price tag for a 30-second commercial spot hovering around $8 million, brands are under immense pressure to make their investment count. Premium placements, especially those near halftime or other pivotal game moments, can approach $10 million, Latin Times noted. This high-stakes environment has only intensified the competition for attention, driving advertisers to craft ever more creative, culturally resonant, and emotionally engaging campaigns.
Looking ahead, the trends set by this year’s Super Bowl commercials are likely to shape the future of advertising, particularly during major live events. As brands continue to seek out celebrities who can bridge cultural divides and connect with diverse audiences, the presence of Latino talent and other underrepresented voices in mainstream campaigns is expected to grow. At the same time, the emphasis on humor, relatability, and comfort—embodied by the likes of Sofía Vergara and Octavia Spencer—may signal a shift away from the traditional focus on rivalry and competition, offering viewers a more inclusive and enjoyable experience.
For now, as the dust settles on another Super Bowl Sunday, it’s clear that the real winners may not be the teams on the field, but the celebrities and brands who managed to capture the hearts—and the attention—of millions.