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Loring is a Los Angeles-based writer, director, and creative producer. His work has been commissioned by a diverse range of clients- from Havas Worldwide to Wisecrack, inc.- and has been screened around the world. Through a background that blends project development with physical production across multiple formats, Loring has developed a uniquely eclectic skillset as a visual storyteller.
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Another year, another Big Game. While NFL fans mark the end of the season, those in the advertising world know the biggest creative moments of the year have just played out. The Big Game remains one of the largest stages in advertising—where brands, agencies, and production companies push for cultural impact and creative distinction.
With so much at stake, the event brings out bold ambitions from every corner of the industry. And behind the scenes, it also demands flawless execution—down to the operational details that keep productions moving. This year’s roundup features commercials from production companies that trusted Wrapbook to handle payroll, helping teams stay focused on delivering standout work when it matters most.
Now that the confetti has settled and the post-game conversations are in full swing, one familiar question rises to the top:
What was this year’s best Big Game commercial?
To help you decide, we’ve rounded up 11 of the best Big Game commercials of 2026.
Director: Tom Green
Agency: VCCP US
Production: Stink LLC
Our first Big Game commercial on our list comes from Spectrum. Entitled “America’s Connectivity Company,” the spot takes on the formidable work of personalizing fiber broadband internet by highlighting its ability to connect and empower real human beings. The result is a Big Game commercial that focuses less on utility and more aspiration, casting Spectrum as a supportive ally to the dreams of everyday Americans.
Director: Steve Pink
Agency: Panay Films
Production: Palmer Pictures
T-Mobile’s “Tell Me Why” offers a cocktail of three classic Big Game commercial ingredients: nostalgia, celebrity, and an incredibly catchy jingle. The spot centers on the Backstreet Boys—yes, all of them—in their new role as T-Mobile spokespersons, literally singing the praises of “America’s Best Network.”
As you might’ve guessed from the title, the spot twists the tune of the Backstreet Boys’ 1999 smash hit “I Want It That Way” into a clever marketing earworm, virtually guaranteeing that this Big Game commercial will stick with viewers worldwide. If you don’t understand what we mean, just watch the spot for yourself (and try not to sing along).
Director: Sam Pilling
Agency: Translation LLC
Production: Magna Studios Inc.
The popularity of Formula 1 Racing within the U.S. has surged in recent years. It’s perhaps only fitting then that the sports’ 2026 season will see the debut of an iconic American auto brand on the grid.
On the surface, this Big Game commercial from the official Cadillac F1 team holds the simple task of unveiling the team’s livery for the upcoming season, but that simple task conceals a far greater purpose. In the Cadillac Formula 1 Team’s own words, “This is more than a reveal. It’s a launch. The first step in a long-term vision, and the next chapter of American ingenuity on the global stage.”
Director: Martin de Thurah
Agency: Anomaly LA
Production: EPOCH
“Take a Look” from Liquid I.V. is driven by a dramatic combination of image and sound that leads up to a simple yet unexpected climax. The spot features a series of toilets belting out the chorus of Phil Collins’ classic “Against All Odds (Take A Look At Me Now).” Perhaps shockingly, the punchline isn’t a pun. Instead, the choral commodes deliver a far more straightforward message than you might imagine.
Best of all, “Take a Look” was produced by Wrapbook client EPOCH. For those wondering, yes, that does mean the only Big Game commercial to feature singing toilets was #MadeWithWrapbook.
Director: Julien & Quentin
Agency: Anomaly
Production: Magna Studios Inc.
Starbucks’ “The Coffee Run” offers a classic Big Game commercial experience with an appropriately timely twist. The spot takes viewers on the ultimate Starbucks, following one tireless man on his mission to bring coffee to “everyone who helps get Team USA to the starting line.”
“The Coffee Run” cleverly uses the 2026 Winter Olympics as a grand backdrop for a simple, everyday experience. Featuring mountain peaks, snowy village streets, and more Olympic athlete cameos than you can shake a ski pole at, this Big Game commercial makes Starbucks coffee the warm center of a delightful winter experience.
Director: Terri Timely
Agency: VaynerMedia
Production: Park Pictures
If the title of this Big Game commercial made you do a double-take, good; that was the idea. Kellogg’s “Will Shat” plays on an unfortunately abbreviated version of William Shatner’s name to extol the virtues of Raisin Bran, a cereal much renowned for its high fiber content.
The spot’s clever wordplay is elevated by the deft participation of William Shatner himself. His idiosyncratic combination of gravitas and comedic timing anchors this Big Game commercial in a family friendly tone while simultaneously sharpening its tongue-in-cheek edge.
Director: Terri Timely
Agency: No Fixed Address
Production: Park Pictures
This Big Game commercial leverages the popularity of Netflix game show Is It Cake? to make a sweet-scented connection to eos’ new line of body mists. The spot stars Mikey Day, long-time cast member of Saturday Night Live and actual host of Is It Cake?, as the maestro of a mix-up to which we can all relate: Is that pistachio body spray? Or is the boom op made of cake?
Produced by Wrapbook client Park Pictures, we’re proud to say that “Is It Pistachio?” was #MadeWithWrapbook.
Director: Yorgos Lanthimos
Agency: In-house
Production: Superprime
Squarespace has a long history of notable Big Game commercials and 2026 has proven to be no exception. “Unavailable” stars Emma Stone as herself in the midst of a critical domain name crisis. Helmed by frequent Stone collaborator Yorgos Lanthimos, the spot matches the protagonist’s mundane problem with the cinematic bravado of classic film noir. The result is a masterclass on the power of simplicity in advertising.
Director: Yorgos Lanthimos
Agency: Anomaly
Production: Superprime
GrubHub’s “The Feest” is an exercise in dramatic contrast. The spot uses a simple pun to pit a bizarre troupe of over-the-top dinner-goers against the deadpan delivery of a charmingly chill George Clooney. Director Yorgos Lanthimos colors the comedic bit with his signature idiosyncrasies, transforming the 30 second advertisement into an oddball experience all its own.
What’s more, “The Feest” is the second entry on our list of the best Big Game commercials of 2026 for both Yorgos Lanthimos and Wrapbook client Superprime. Congrats to Lanthimos and Superprime for a double-header of high-quality filmmaking. We’re ecstatic to say that both spots were #MadeWithWrapbook.
Director: Eric Wareheim
Agency: Fallon
Post Production: House of Parliament
Novartis’ “Relax Your Tight End” uses a precision-fitted joke as the perfect segue to a serious talk about masculine self-care. Directed by Eric Wareheim (of Tim & Eric fame), this Big Game commercial bakes cheeky humor into a surprisingly wholesome experience, connecting the real-world stakes of prostate cancer screening to the relatably silly insecurities that swirl around traditional screening itself.
Director: Jim Jenkins
Agency: Highdive
Post Production: House of Parliament
Jeep’s “Billy Bass Goes to the River” shows off a smart alternative to the well-worn tradition of producing car commercials. Much of the ad might seem familiar at a glance, but the details make it fresh. This Big Game commercial takes viewers on a Jeep-powered adventure that begins with Big Mouth Billy Bass and ends somewhere that viewers won’t ever expect.
We won’t spoil anything else on this one. You’ll have to watch to find out where Jeep can take you for yourself.
Big Game commercials are always an advertising highlight, and this year’s batch was no exception. From small tearful moments to gigantic boundary-pushing laughs, Wrapbook is honored to play its part in bringing to life 60% of all Big Game commercials of 2026..
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To find out how, check out our demo.
