Big brands leaned hard on nostalgia during the 2026 Super Bowl, rolling out a “Jurassic Park” reunion and a Ben Affleck-led Dunkin’ Donuts spot packed with ’90s sitcom stars. The star-heavy ads aired during the NFL’s biggest night, when the audience typically tops 100 million viewers, and they signaled how memory, humor, and familiar franchises still dominate the most expensive ad showcase on television.
Marketers used cameos and callbacks to grab attention in crowded breaks. The strategy aimed to turn 30 seconds of airtime into hours of social chatter and next-day replay value.
A Night Built on Nostalgia
Two themes stood out: franchise reunions and TV throwbacks. A “Jurassic Park” spot tapped cast chemistry and iconic music cues to court viewers across generations. Dunkin’ played to comfort and comedy, enlisting Ben Affleck and a crew of beloved ’90s sitcom faces to pour coffee and punch one-liners.
The best 2026 Super Bowl commercials include a “Jurassic Park” reunion, Ben Affleck selling Dunkin’ Donuts with ’90s sitcom stars and more.
These choices were not subtle. They were designed for instant recognition, even with the sound off. That matters when millions watch at loud parties or glance up from phones.
Why Familiar Faces Still Sell
Advertisers reach for familiar names because recall drives purchase intent. People are more likely to remember a brand linked to a face they already trust. Reunions also carry built-in storylines, so spots can skip setup and jump straight to payoffs.
There is also safety in proven hits. With a single airing priced in the millions, many brands avoid risky creative swings. A dinosaur roar or a sitcom wink reduces that risk and rewards viewers who get the reference.
What the Numbers Suggest
Recent Super Bowls have priced 30-second slots at roughly $7 million. The math pressures every second to work hard. A-list talent and famous themes can propel earned media long after the final whistle.
Post-game impact is now judged on more than laughs. Brands track:
- Search spikes for brand and slogans.
- Social views, shares, and sentiment.
- Website traffic and app downloads.
- Sales lifts in the days that follow.
Spots that trend overnight often post stronger recall in Monday surveys. A unifying theme like a reunion can simplify that path to buzz.
Multiple Viewpoints On The Strategy
Fans of the nostalgia push say it delivers joy without homework. You do not need deep lore to enjoy a dinosaur gag or a coffee-fueled skit. A clean joke travels fast on TikTok and X clips.
Skeptics argue that celebrity overload can drown out the brand. If people remember the cameo but not the product, the investment misfires. The best ads weave the brand into the punchline, not just the backdrop.
This year’s approach tried to thread that needle. Dunkin’ leaned into Affleck’s Boston everyman persona, which aligns with the chain’s identity. The “Jurassic Park” nod tied modern life’s chaos to a clear brand payoff, using humor as a bridge.
Trends To Watch Next
Nostalgia is not leaving, but it is evolving. Expect faster edits, shorter cutdowns, and instant behind-the-scenes clips made for phones. Brands will pair celebrity throwbacks with coupons, QR codes, or limited drops to turn laughs into orders.
AI will also shape post-game reach. Marketers can now tailor follow-up ads by age, region, and fandom. A viewer who engaged with a reunion clip could see related offers within hours.
Winners, Risks, And What’s Next
Early chatter crowned the reunion and the Dunkin’ bit as crowd-pleasers. They checked three big boxes: surprise, simplicity, and shareability. But the true scoreboard comes in the next week’s sales data and brand lift reports.
If the numbers pop, expect more ensemble casts and franchise callbacks in 2027. If not, brands may pivot to bolder product demos and shoppable moments.
For now, nostalgia holds the stage. The takeaway is plain: when millions tune in for the biggest game, sometimes the safest bet is an old friend with a fresh punchline.
