Transatlantic ad experts debate the declining magic of Super Bowl commercials in 2026
By
Abbey Bamford
3mo ago· 5 min readenInsight
65/100
Toasty
Bagelometer↗
Lightly browned and well buttered. A solid pick from the rack.
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Summary
Two advertising professionals — an American and a Scot — review and debate the 2026 Super Bowl ads, finding that the $8 million, 30-second spot is losing its magic. While celebrity moments still sparkle, the cultural divide between American spectacle-seeking and Scottish directness highlights a broader questioning of whether the Super Bowl ad format still delivers the emotional punch it once did.
Key quotes
· 3 pulledThe Super Bowl used to be the High Holy Day of advertising.
When the talent and the idea line up, it gives the whole thing an extra spark.
Between the Americans' craving for 'Big Game' magic and the Scots' 'get‑to‑the‑point' cynicism, they realised the $8 million, 30‑second spot is having a midlife crisis.
Who better to appraise, dismantle and debate this year's biggest ads than Leith's head of new business, Cori Schwabe (an American) and Debbie Morgan, Leith's head of art (a Scot), two people hard‑wi...
